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Expanding Your Donor Base

Expanding Your Donor Base. Southern Center for Nonprofit Excellence Fall Forum - September 11, 2013 Thomasville, Georgia Presenter: Alyce Lee Stansbury, CFRE Stansbury Consulting LLC. Expanding your Donor Base. Learning Objectives.

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Expanding Your Donor Base

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  1. Expanding YourDonor Base Southern Center for Nonprofit Excellence Fall Forum - September 11, 2013 Thomasville, Georgia Presenter: Alyce Lee Stansbury, CFRE Stansbury Consulting LLC

  2. Expanding your Donor Base Stansbury Consulting LLC 2013

  3. Learning Objectives • Understand trends in charitable giving that impact fundraising results • Learn the importance of donor retention • Understand the process of building lifelong donor relationships Stansbury Consulting LLC 2013

  4. Challenges Facing Nonprofit Fundraising (2013) • 50% of fundraisers want to quit in 2 years • 53% of CEOs report not enough qualified applicants • 1:4 DOD have no experience @ prospect research • 1:5 NPOs have no fundraising plan in place • 75% report insufficient Board engagement • Smaller npo, longer DOD position unfilled • “vicious cycle” of failed development “UnderDeveloped: A National Study of Challenges Facing Nonprofit Fundraising,”January 2013, www.compasspoint.org Stansbury Consulting LLC 2013

  5. “What you believe in has to be bigger than what you are afraid of.” “Fundraising in Times of Crisis” - Kim Klein Stansbury Consulting LLC 2013

  6. Why people give Stansbury Consulting LLC 2013

  7. How America Gives GEORGIA ThomasvilleTotal giving $4.8 BIL $17 MIL Median Gift $ 3,396 $ 4,449Median Income $ 54,451 $ 62,704 % Income Given 6.2% 7.1%http://philanthropy.com/section/How-America-Gives/621/ Stansbury Consulting LLC 2013

  8. Why people don’t give Stansbury Consulting LLC 2013

  9. 2012 US Giving: $316 Billion • Individuals 80% $252 Billion • Foundations 14.5% $ 46 Billion • Corporations 5.5% $ 18 Billion Giving USA Foundation Annual Survey 2013 Report Stansbury Consulting LLC 2013

  10. Good News – Bad News • Giving is up 3.5% (Positive outlook) • Growth in online giving (7%) • Demands on charities rising while most giving is flat • 6 or 7 more years to reach 2007 levels Stansbury Consulting LLC 2013

  11. Where do savvyfundraisers focus? • Donor retention • Building donor lifetime value Stansbury Consulting LLC 2013

  12. Defining Fund Development • Fundraising = asking for the gift • Fund development = ongoing process of building meaningful relationships with donors Stansbury Consulting LLC 2013

  13. Fund Development Process 1. Identify 2. Investigate 3. Educate 4. Cultivate 5. Motivate 6. Involve 7. Solicit 8. Steward Stansbury Consulting LLC 2013

  14. Developing a Constituency Stansbury Consulting LLC 2013

  15. Current donors = Best donor prospects • In-house database • Files • Institutional memory • Donor lists • Current and past Board members • Fundraising Committee(s) Stansbury Consulting LLC 2013

  16. Leverage your data • # donors give annually? • # donors giving consistently over time? • # donors giving frequently? • Amount of most recent gift? • Amount of largest gift? • # lapsed donors Stansbury Consulting LLC 2013

  17. Build a pipeline Interest → Involvement → Action Stansbury Consulting LLC 2013

  18. Ladder of Effectiveness • Personal: face to face (16 times more effective than mail)          Team of two          One person • Personal letter (handwritten on personal stationery)          With telephone follow-up          Without telephone follow-up           With letter follow-up          Without letter follow-up • Personalized letter and email • Telephone solicitation, phone-a-thon • Impersonal letter, direct mail, e-mail • Impersonal telephone, telemarketing • Fund raising benefit, special event • Door-to-door • Media, advertising, Internet The Fund Raising School @ Indiana University Center on Philanthropy Stansbury Consulting LLC 2013

  19. Leverage Special Events • …to maximize revenue; • …to generate community “buzz”; • …to make connections; • …to cultivate relationships; and • …to identify and build your pipeline. Stansbury Consulting LLC 2013

  20. Top Trends: Major Donors • Boomers becoming #1 donor population • Women are more generous and more likely to give • Have to talk more about donor than npo • Provide hands-on involvement “More Money for More Good”, Tim Ogden, CEO, Guidestar 5. Are donors bored? Stansbury Consulting LLC 2013

  21. LAI Principle Linkage Ability Interest Stansbury Consulting LLC 2013

  22. Appealing to the Donor It’s not what you’re selling that matters; it’s what I’m buying.” James Gregory Lord “The Raising of Money” Stansbury Consulting LLC 2013

  23. Expanding Your Donor Base Ready, Aim, Inspire! Stansbury Consulting LLC 2013

  24. Good luck! Please share your fundraising experiences (good and bad) with me! Alyce Lee Stansbury, CFRE Stansbury Consulting LLC (850) 668-2569 Office alycelee@stansburyconsulting.com www.stansburyconsulting.com Stansbury Consulting LLC 2013

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