fundraising in a competitive, social media-driven ... · •start with the key tenant of...

1© 2018. All Rights Reserved.

www.openminds.com15 Lincoln Square, Gettysburg, Pennsylvania 17325

Phone: 717-334-1329 - Email: [email protected]

#OMInnovation

The 2018 OPEN MINDS Strategy & Innovation Institute

June 5, 2018 | 11:45 am to 1:00 pm

Kristi Hamilton, MBA, CPPM, Senior Associate, OPEN MINDS

Fundraising In A Competitive, Social Media-Driven Environment: Strategies For Non-Profit Executives


I. A Fundraising Plan For The 21st Century

II. Case Study: Chestnut Health Systems

III. Case Study: Lena Pope Home, Inc.

IV. Questions & Discussion

Agenda

A Fundraising Plan For The 21st Century


Fundraising Challenges In A New Environment

New innovative ways

to raise money

New advances in

technology

Use of email and

social

media/communicatio

ns

Roles and skills of

development staff

New giving

characteristicsGreater transparency

Stewardship that is

engaging

Fund development

informed by analytics


21st Century Vision For Philanthropy

Create and function as a strong board and development team which ensures this vision becomes reality

Communicate effectively, telling powerful stories of healing, recovery, and outcomes – creating awareness, passion,

action, and more donors

Build a strong culture of philanthropy from within to propel this vision collectively

Promote your organization’s brand so more people are aware of what you do for children and families

Create fund development campaigns and messaging that will speak to the hearts and minds of your supporters and

drive your supporters to become engaged in your mission

Use multiple approaches to connect with donors – the new/emerging alongside traditional fundraising strategies

Seek to make a meaningful and lasting impact on donors’ lives by engaging them in your organization


Overarching Goals For The Fundraising Process

To develop a stable and growing base of financial support that will enable

the organization to meet and/or exceed its strategic priorities and achieve a

vision for philanthropy

Demonstrate growth in fundraising revenue while staying informed of

expenses, and ultimately having expenses be within 20% of the cost to raise

a dollar

Demonstrate expansion of donor base; experience new donor growth

annually while retaining present donors

Focus on consistency with donor communications, transparency, and

engagement to develop and strengthen relationships

Execute fundraising plans, modify when needed, and strive to optimize the

development staffs’ capability to achieve desired outcomes


Establish A “Culture Of Philanthropy” With Staff & Board Of Directors

Employees act as

ambassadors and engage

in relationship building

Staff and Board members

promote philanthropy and

can articulate a case for

giving to potential donors

Fund development is

valued as a mission-

aligned program of the

organization

Organizational systems

are developed to

support donors

The chief executive officer

(CEO) and executive

directors are committed

and involved in

fundraising


The Fund Development Cycle

IDENTIFY

CONNECT

LISTEN &

LEARN

EDUCATE

&

CULTIVATE

ASK

THANK &

RECOGNIZE

INVOLVE

& ENGAGE

IDENTIFY - Identify, target, and build a profile

CONNECT - Use the best method to connect; Face-to-face

(F2F) is BEST

LISTEN & LEARN – Listen to donors and learn what they

support, their interests, etc.; Don’t ask yet

EDUCATE & CULTIVATE - Based on their interests, develop a

relationship (they know an ask is coming)

ASK - The right person for the right gift; the right person to

make the ask

THANK & RECOGNIZE - Make it appropriate to the size of the

gift and future gift potential

INVOLVE & ENGAGE - We’ve only just begun


Individuals Drive Giving

72%

15%

8%5%

Giving USA

2016 Charitable Giving By Source

Individuals Foundations

Bequests Corporations

Baby boomers give more money to

charities than people in any other

age group.

In fact, 41.6% of all donations from

individuals come from people in this

generation. (Blackbaud 2016)

Donors who give monthly are more likely to stick with an organization. They

also provide a reliable source of revenue, and are likely to give more over their

lifetime than donors who give once or twice a year. (https://www.philanthropy.com/resources/toolkit/attracting-monthly-donors-and/39)


The Three T’s

Trust: The most valuable asset of an

organization is its reputation

Transparency: Donors want to know who is

running the organization and how their

money is being spent

Transformative: It’s not just about us. It’s

about the difference we are making


21st Century Fund Development Toolkit

Online & Social Media

Direct Mail (Email/Postal)

Special Events

Partnership/Sponsored Events – Beneficiary Relationship

Individual Engagement & Matching Gifts

Business & Corporate Gifts

Major Gifts


Fund Development Analytics

Cost to raise a dollarReturn-on-investment

(ROI) – special events

Net revenue – dollars

raised and expenses

Donors – profiles,

retention, increased

giving, and new donors

Board campaign –

percent participation,

goal being 100%

participation

Employee campaign –

percent participation,

goal is to increase

participation (without

pressure)

Private foundation

grants –

submitted/pending,

awarded, in progress,

and success rate

Benchmarking

fundraising against

previous years and

national trends


Using Social Media: Top Social Media Platforms By Monthly Active Users (MAU)

Facebook: 1.9 billion

YouTube: 1 billion

Instagram: 700 million

Google+: 375 million

Twitter: 317 million

LinkedIn: 106 million

Pinterest: 317 million

Snapchat: 300 million

Chestnut Health Systems

Jim Wallis, Corporate Director of Business

Development & Public Affairs, Chestnut Health

Systems

• Chestnut is a not-for-profit health and human services organization with approximately

700 professional full and part-time staff providing services in over 20 locations

throughout Illinois.

• Chestnut’s programs and services fall into seven service areas:

1. Substance Use Disorder Treatment

2. Mental Health Treatment and Services

3. Housing/Supportive Housing

4. Community-Based Primary Health Care Center (FQHC)

5. Prevention Services (primarily in middle and high schools)

6. Credit Counseling Services

7. Applied Behavioral Research, Training and Publications (Lighthouse Institute)

• Continuously accredited by The Joint Commission (JCAHO) since 1975.

About Chestnut

Locations

A) Chicago – Lighthouse Institute

B) Joliet

C) Bloomington – Corporate Headquarters

D) Bloomington – Family Health Center

E) Normal – Lighthouse Institute

F) Maryville

G) Granite City

H) Belleville

I) Edwardsville

A

B

C DE

FG

H

I

Video Initiative

Client Testimonials: https://youtu.be/TGY2iBrGuYc

Jennifer’s Story: https://youtu.be/efpV-zwdcZM

https://youtu.be/TGY2iBrGuYc

https://youtu.be/efpV-zwdcZM

The What?

The Who?

The Why?

The Where Are We Now??

Questions & Answers

??Contact Information

Jim Wallis Corporate Director of Business Development

[email protected]

Lena Pope Home, Inc.

Todd A. Landry, Chief Executive Officer, Lena Pope

Home, Inc.

Fundraising In A Social Media-Driven Environment

Todd A. Landry, Ed.D.

Open Minds Institute

June 5, 2018

New Orleans, Louisiana

The Explosion Of Social Media

Social Media Usage

By Platform

Social Media Use by Age

Group

What Does This Tell Us?

• Facebook remains the most widely used social media platform by a relatively healthy margin: some 68% of U.S. adults are now Facebook users. Other than the video-sharing platform YouTube, none of the other sites or apps measured in this survey are used by more than 40% of Americans.

• 88% of 18- to 29-year-olds indicate that they use any form of social media. That share falls to 78% among those ages 30 to 49, to 64% among those ages 50 to 64 and to 37% among Americans 65 and older.

• Americans ages 18 to 24 are substantially more likely to use platforms such as Snapchat, Instagram and Twitter even when compared with those in their mid- to late-20s.

What Does This Tell Us? (Cont.)

• With the exception of those 65 and older, Facebook is used by a majority of Americans across a wide range of demographic groups. But other platforms appeal more strongly to certain subsets of the population.

• Pinterest remains substantially more popular with women (41% of whom say they use the site) than with men (16%).

• LinkedIn remains especially popular among college graduates and those in high-income households. Some 50% of Americans with a college degree use LinkedIn, compared with just 9% of those with a high school diploma or less.

• The messaging service WhatsApp is popular in Latin America, and this popularity also extends to Latinos in the United States – 49% of Hispanics report that they are WhatsApp users, compared with 14% of whites and 21% of blacks.

Social Media Fundraising

Data

Source: Adobe Analytics, Adobe Digital Index 2014

Adobe Survey Echoes Other Surveys

• Red Cross Survey (2014):• Online solicitations and engagements helped sway people to donate

• BUT those were not as motivational as in-person requests or emails and direct mail

• Social media is something everyone seems to be trying but results are not clear

• Why? – when people scroll on Facebook or other social media, it is very rare to decide to click away to an outside website.

• Challenge is not limited to donations – only 2% of referrals to shopping websites come from social media.

• Awareness can be increased by social media but it is not a straight line result to purchases or donations.

What Is Successful In Social Media Fundraising?

• Crowdfunding

• Peer-to-peer fundraising

• Financial appeals that come from friends – usually asking for a small sum of money (like birthday appeals)

• People posting about their donations – making a statement about their fundraising drives others to donate

What About Facebook Fundraising Appeals?

Facebook Fundraising

Appeals

• No fees

• Easy for donors to use

• Fundraiser can spread via notifications to other followers

The Good:

• No control

• Slow payments

• No customer service

The Bad:

• No information on the donors

The Ugly:

The Obsession With Social Media Fundraising

• We (staff, fundraisers, executives) enjoy social media

• Often overzealous boards

• Misguided expectations

What’s A Nonprofit To Do?

• Start with the key tenant of fundraising – it’s about relationships and your mission

• Social media can (and should in many cases) be one part of a strategy to start, build, and maintain a relationship with your donors and stakeholders

• Don’t “bet the farm” on social media to solve your fundraising gaps

• And, just like a program, use the PDSA (Plan, Do, Study, Act) to develop, implement, and evaluate your social media efforts

PLAN

• Decide what you want to achieve – Mobilize or engage your stakeholders? Foster increased awareness of an issue related to your mission? Build increased trust in your organization? Or all of these?

• Decide what platform(s) to use. Facebook is most used but if you want to target younger, then Instagram or Snapchat may be a better fit (but resist the urge to try to do them all)

• Develop a “calendar”, preferably a year out, to target certain time periods for your posts (may tie these to your special events or certain designated months of the year)

• Decide on your metrics to measure your success (increase in followers, number of likes or shares, increase in website hits off links, etc.)

DO

• Stick to your calendar but be selectively flexible

• Be strategic with your content

• Align your logo, brand, and mission

• Photos, videos, and infographics drive better results, in general

• Ensure your website and newsletters are mobile-friendly

• Don’t be afraid to be provocative and creative

• Don’t have to be a constant poster – in fact, 1-2 posts per week is more than enough to engage the audience without overwhelming their feed

• Leverage your volunteers or supporting businesses to expand your profile

STUDY

• Use your metrics to evaluate your progress

• Go slow, learn fast

• Online tools like SocDir.com can provide metric results with ratings

• Use your social-media friendly board, staff, and loyal supporters for qualitative feedback

• Don’t be afraid to change tactics but do so selectively

• Analysis is an excellent task for an social-media savvy intern or university class project

ACT

• Based on evaluation results, modify your plan

• Consider changing frequency of posts

• Consider changing or adding platforms

• Train your board and staff to be your most loyal and engaged followers – leverage their networks

• Remember – it’s about building the relationship toward fundraising – not necessarily fundraising directly from social media

• Example: Use social media to drive volunteers as a step toward building a donor relationship

Even If You Don’t Do Social Media…

• Protect your brand by securing your name on the major social media sites: Facebook, Twitter, LinkedIn, Instagram, etc.

• Even if you don’t use social media now, you may want to in the future and you’ll want your preferred name/handle

• Register your company on common “review” sites like Yelp, etc. and develop a response protocol for negative (or positive) reviews

• Engage your board and staff to be on the lookout for posts that reference your agency/organization, even if only as a defensive posture

References/Resources & Contact Info

• Pew Research Center

• Philanthropy News Digest

• Social Media Today

• Contact Information:• Todd A. Landry, Ed.D. ([email protected])

• LenaPope.org

• Facebook: @LenaPopeFW

• Twitter: @LenaPopeFW

• Instagram: @LenaPope

www.openminds.com n 15 Lincoln Square, Gettysburg, Pennsylvania 17325 n 717-334-1329 n [email protected]

Turning market intelligence

OPEN MINDS helps over 180,000 industry executives tackle business challenges,

improve decision-making, and maximize organizational performance every day.

See how our market intelligence can help your organization at www.openminds.com.

Mental Health Services ▪ Chronic Care Management ▪ Disability Supports & Long-Term Care

Addiction Treatment ▪ Social Services ▪ Intellectual & Developmental Disability Supports

Child & Family Services ▪ Juvenile Justice ▪ Adult Corrections Health Care

into business advantage

@openmindscircle OPEN MINDS Circle OPEN MINDS Circle

fundraising in a competitive, social media-driven ... · •start with the key tenant of...

Documents