The Annual Giving Year - Building Your Plan with a Multi-Channel Toolbox Bob Burdenski Erie Nonprofit Day October 24, 2017 Bob@BobBurdenski.com www.bobburdenski.com
Bob Burdenski is an internationally-recognized expert in membership and annual giving program strategies. He is a frequent speaker and published author, and has served numerous times as faculty member for the Association of Fundraising Professionals (AFP) First Course on Fund Raising in the U.S. He is a regular presenter for the Association for Healthcare Philanthropy (AHP), and he often appears in Currents, the magazine of the Council for the Advancement and Support of Education (CASE). He is the author of three CASE books: Innovations in Annual Giving (2004), More Innovations in Annual Giving (2008) and Online Innovations in Annual and Regular Giving (2015), all of which profiled case histories of advanced annual giving fundraising strategy. He serves as the moderator of FundList, the annual giving profession s oldest and largest online discussion listserv, with more than 3,000 subscribers worldwide. Mr. Burdenski has nearly 30 years in fund raising serving a variety of not-for-profit organizations. He has served as director of annual giving and then director of university development at Cleveland State University, and as vice president for development at Catholic Charities Corporation. He has served as an annual giving consultant since 1996, and has worked as a member of several internationally-known consulting firms, including six years as managing associate with Bentz Whaley Flessner. In 2003 he established his own practice, Robert Burdenski Annual Giving, and he s assisted more than 200 institutions in 11 countries since that time. His present and past clients served include: American Architecture Foundation Catholic Relief Services Carnegie Mellon University Central Institute for the Deaf (MO) Chinese International School (HK) Children s Hospital of Atlanta Children s Hospitals and Clinics (MN) George Washington University Grant Riverside Hospital (OH) Hong Kong University (HK) International School of Brussels (BE) INSEAD (FR) The Mayo Clinic National University of Singapore New York University New York Presbyterian - Weill Cornell Medical Center North Carolina State University Stanford Graduate School of Business Toledo Museum of Art King s College London (UK) University of California, Berkeley University of Colorado Foundation University of Maryland University of Reading (UK) University of Rochester University of Sydney (AUS) Wellesley College Wayne State University Mr. Burdenski is a BS graduate of Miami University in Oxford, Ohio. He resides in Chicago, Illinois.
The Annual Giving Year - Building Your Plan with a Multi-Channel Toolbox Erie Non-Profit Day October 24, 2017 Bob Burdenski The Lesson of Starbucks 1
The Lesson of Starbucks Starbucks was born from boring coffee. The Starbucks brand s core identity is not about a cup of coffee. It s about providing a great coffee experience. Promote the idea of giving 2
A measure of depth of individual endorsement A window on individual interests 3
Enduring Pillars of Annual Giving A Motivating Message An Effective Way of Reaching The Audience An Ability to Receive Gifts As Quickly and Easily As Possible Peers Preferably Involved A Donor s Feelings of Satisfaction The Ability to Measure and Evaluate Results What Are We Trying To Accomplish? How do we identify our supporters we re typically one of many causes How do we identify who s really interested in philanthropy who wants to be an investor? 4
Who Is Raising Their Hand? Where To put your prospects? 5
How To Find The Best Prospects Your Beneficiaries, Their Families and Friends Memorial Donors Event Attendees Social Media Fans and Followers Local Businesses Some Local Foundations Others in the Local Community 6
It s Our Giving Day! 7
Create Your Own Calendar Short-Term Giving Challenge It s Give To Us Day Giving Tuesday End of Calendar Year End of Fiscal Year Post-Event Attendees Anniversary Date-of-Last-Gift Other Important Organization Days Spontaneous Good News In Concert With Other Paper/Phone Appeals Assumption College 8
University of Minnesota Facebook Ads 9
Washington University 10
McMaster s Video Report of Giving Brigham Young s Ode To A Donor 11
Sample posts 12
Larry U. 13
Which Is Compelling? Gratitude - We Served You Well Tradition - We Taught You (To Give) Well Needs - Our Beneficiaries Deserve Your Support Specificity - You Can Direct Your Gift To A Very Specific Project or Purpose (Positive) Urgency The Clock Is Ticking Peers - We re (I m) Giving, How About You? Affinity - Don t You Like To Be Seen With Us? Stewardship - We Made You Glad You Gave Before Transaction - We ll Make It Worth Your While Novelty - We Otherwise Caught Your Attention Venmo! I used Venmo as a vehicle for my senior class gift last year to great success. We had our "chairperson" of our committee use her personal Venmo and we made up a contract for her to make sure she give us the correct amount of money. She wrote a personal check monthly and we used a google doc to keep track of donations. I would say about 3/4 of gifts came in through Venmo. There were reservations about using it but we had an amazing chairperson that we trusted. -- Claire Van Raaphorst 14 Albion College 14
Duda Mobile 15
Screencasting - GuideByCell P.O.S. Giving 16
Your Blinky Button Giving Strategy Boston University 17
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Who s Raising Their Hand? Liked you on Facebook Identified you on LinkedIn Came to your party Posted a comment Completed your survey Updated their contact information Opened your email Answered the phone 38 19
How Did You Get Here? Who Are You Seeking? Recent Graduates Alumni Who Haven t Supported Anything Else Parents, Aunts and Uncles Cause-Motivated Donors Anybody and Everybody 20
Crowdfunding 2.0 Are they repeatable? Do they funnel easily into broad categories, especially your campaign priorities? Are they good identifiers of major gift prospects? Are they budget-relieving? Earlham College Birding Big Day Birding Big Day Appeal 21
University of Ottawa Gift Anniversary Birthday Reminders 22
Other Endangered Or Extinct Species Taxis Typewriters Wine Corks Blackboards Payphones Boom Boxes Hotel Keys Road Maps Cash Polaroid Pictures Product Manuals Subway Tokens Encyclopedia Britannica Checkbooks Newspapers Who Said It? For the last decade and a half, we ve been in sort of a free fall, with everybody trying different things to see what works. I just thought this was a good idea that made sense. Let s give it a shot, and see if it works. 23
University of Miami 24