eTapestry Fundraising Essentials 101
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By Pam Dechert
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eTapestry Fundraising Essentials 101
- 1. Essentials of Successful Fundraising with eTapestry PRESENTED BY PAM DECHERT, CFRE SENIOR CONSULTANT
- 2. I’m using eTapestry for successful fundraising by “#bbcon 2 #bbcon Tweet this now
- 3. What are the essentials of successful fundraising? 3 #bbcon
- 4. Today, we’ll cover: • What are the keys to successful fundraising in 2014 and beyond? • How is fundraising doing? • What tools in eTapestry should you be using to build relationships and raise more money for your annual fund? 4 #bbcon
- 5. We’ve all got an opinion on this… But ultimately successful fundraising comes down to: • A compelling, strong, passionate mission your donors connect with; • A relational approach to your donors (it’s about relationships, not numbers or money) • A vigorous relationship-building program (which implies the use of multiple strategies), and • An understanding of the connection between fundraising and every other function of your organization.
- 6. 2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS Online Giving was up 13.5% in 2013, compared to the overall giving increase of 4.9%
- 7. 2013 Charitable giving trends – key takeaways • Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013. • Online giving accounted for 6.4% of all charitable giving in 2013. • Faith-based organizations had the greatest increase in online giving in 2013 (18.1%) 7 #bbcon
- 8. 2013 Charitable giving trends – key takeaways • Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013. • Online giving accounted for 6.4% of all charitable giving in 2013. • Faith-based organizations had the greatest increase in online giving in 2013 (18.1%) 8 #bbcon
- 9. 2013 Charitable giving trends – key takeaways • More than one-third (33.6%) of overall charitable giving happens in the last three months of the year, with the highest percentage (17.5%) coming in December. • February is the slowest month for overall giving. • January is the slowest month for online giving. • December is the biggest month for all online and offline giving.
- 10. MULTI CHANNEL AND MULTI GENERATIONAL IS THE NEW NORM…BUT
- 11. Annual giving – essentials of fundraising success start here • New donors start out by giving to your annual fund • It is the beginning of donor loyalty (or not) • It reaches the largest group of individuals • New donors and multi year donors will increase overall fundraising
- 12. How are we doing at keeping our annual fund donors? 2013 FEP
- 13. HOW’S YOUR RELATIONSHIP? • What is your retention rate? • What is your average gift? • What is your upgrade/downgrade rate? • How do you compare do yourself and others? • Do you have a goal to increase retention and donor loyalty? • How well do you know these donors? • What is a loyal donor?
- 14. HOW ARE YOUR RELATIONSHIPS? Do you Benchmark?
- 15. HOW ARE YOUR RELATIONSHIPS?
- 16. DONOR RENEWAL AND GIVING DYNAMICS
- 17. CAMPAIGN & APPROACH ANALYSIS
- 18. CONSECUTIVE MONTHS AND YEARS
- 19. BUILT IN AND CUSTOM QUERIES TO USE • Built in: • LYBUNT/SYBUNT • Top Donor • Custom: All new donors to the Annual Campaign • Compound query of all first time donors to your Annual Campaign • All donors this week and subtract out • All donations before this week
- 20. HOW DO WE USE THESE TO IMPROVE RELATIONSHIPS AND RESULTS? • Based on these queries & reports; create custom queries to identify key donors to communicate with and thank for upgraded gift, new gifts, downgraded gifts. • Use Mass Update to mass add contacts • Use Custom Account query to add calendar items • Segment thank you’s and communications based on these. • New donor thank you and welcome to your group • Thank you for being a loyal donor letter • Thank you for increasing your supports • Thank you for coming back and supporting us again • Communicate how their money is making a difference
- 21. HOW DO WE USE THESE TO IMPROVE RELATIONSHIPS AND RESULTS? • Set realistic fundraising goals and donor retention rate goals • What if you increase donor retention by 4%,6%,10%? • Measureable by quarter • Set regular communications with these constituents
- 22. How’s your relationship? What is the minimum data you require for: • A donor record • Salutations • Address, City, State • Account Type needs to be REQUIRED • Gift Entry • Campaign & Approach needs to be REQUIRED
- 23. How’s your relationship? • Donor Profile: • What do you know about the relationship? • What do know about the donor? • Do you set regular communications with each donor and track them in the donor’s record? • Do you track your informal communication? • Do you regularly do NCOA updates? • Do you track volunteering? • Do you target any of these donors to build a great profile? 10, 20? • Ask board and staff about information, birthday, interest in your group. • Informal and Formal research? Do you assign staff donors to manage or to research? • Do we ask them their preferences? Why not?
- 25. How’s the relationship? • Queries and Reports on the dashboard • Calendar of Relationship to do’s • Progress and donors to communicate with
- 26. To sum up on essentials of fundraising success • Starts with building loyalty and Annual Giving • You need a healthy relationship that is built on your mission AND solid data, analysis, communication to keep and build a strong donor base that knows you make a difference with their help and giving. • Use the tools in eTapestry to track, build and maintain those relationships that lead to fundraising success!
- 27. Resources – eTapestry can help you POWER ON! • NP Experts – Webinars & eBook: https://www.blackbaud.com/nonprofit-resources/ npexperts?utm_source=blackbaud&utm_medium=website&ut m_content=homepage&utm_term=corp&utm_campaign=npEXPERTS201 4#.VDHFPPldXhA • eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/ etapestry/resources • NEW eTapestry User Community: http://community.convio.com/t5/eTapestry/ct-p/BBeTap • eTapestry Consulting Services: etapconsulting@blackbaud.com • pam.dechert@blackbaud.com
- 28. Did this session give you the jolt you needed? Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*. *Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer. 28 #bbcon
Notes de l'éditeur
- Fundraising Conferences, Research, books, CRRE’s, consultants…talk about Donor Centric Donor Retention Strategic fundraising Comprehensive development plan Multi channel marketing And we know that we need a strong case, and a good plan. Oh, and we want to be ‘donor centric’… Theoretically, we know this. Except there are these things called the budget, the fundraising goal, the board reports. And the pressure hits you. You are a small shop trying to write grants, track donors, thank donors, maybe even see a donor. But there is a golf outing next week, an online auction coming up, and a board member has a great new fundraiser they want to try. So, just under the surface of these pressures to do fundraising well (really develop the relationships) AND at the same time meet your numbers is your etapestry database.
- 2013 GIVING TRENDS Overall giving in 2013 grew 4.9% on a year-over-year basis for the 4,129 nonprofit organizations in the analysis. This was an increase over the 2012 growth rate and points to positive signs that giving in the United States is returning to pre-recession levels. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 5.7%. This was a significant rebound from 2012 and was the highest growth rate among organizations in the analysis. Medium organizations, with annual total fundraising between $1 million and $10 million, had an increase of 3.8% in 2013. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 3.6% compared to 2012. Online giving in 2013 grew 13.5% year-over-year for the 3,359 nonprofit organizations in the analysis. Online fundraising continues to be a growth engine for nonprofit organizations, and there is no reason to expect this growth to slow for the foreseeable future.
- The analysis looked at the distribution of giving across all of 2013. More than one-third of all charitable giving happens in the last three months of the year, and this trend has remained consistent for several years now. We did see a decrease in December giving, from 18% in 2012 to 17.5% in 2013. There continues to be a spike in giving during June that happens because of a focus by some nonprofit organizations on end-of-fiscal- year giving. This trend continues to support the belief that nonprofit organizations can diversify their giving across the calendar year with the right amount of focus. Online giving also has a significant amount of fundraising taking place during the final months of the year. Just over 35% of online giving happened during October, November, and December of 2013. Both human services and public and society benefit organizations had very high concentration of online giving at year’s end. Almost every sector raised more than 20% of its annual online giving during December. The exception was medical research, which raised just 5.6% of its total online giving in December. This might seem puzzling considering that medical research organizations raised 22.5% of their entire fundraising in the last month of the year. This contrast is likely because the vast majority of online giving to medical research organizations is through peer-to-peer fundraising events. These run, walk, and ride events are often held throughout the year and very few happen during the month of December
- Annual Fund needs to be a mix of traditional (direct mail, events, and new, online, txt etc. ) but traditional is still king. Research shows that annual fund donors represent a nonprofit’s future major contributors. Many annul fund donors you count on are your best major/planned gift prospects. A donor is defined as loyal if they have given to you a minimum of 3 out of the past 5 years. After 6 solicitations per year, long term loyalty diminishes. Focus on building long term relationships rather than squeezing an extra $20 during the year. HENZE Target Analytics
- Annual Giving has 5 aims: Promote intro giving Reach large groups Promote loyal giving Be efficient and cost effective Minimize intrusion into donors life
- Let’s look at existing donors and constituents first.