real money. real people. real change. creating an upgrading team: presenter: kim klein sponsored by:...
TRANSCRIPT
Real money. Real people. Real change.
Creating an Upgrading Team: Presenter: Kim KleinSponsored by: Kansas Health Foundation
Presenter: Kim Klein Kim is the author of Fundraising for Social Change and Reliable Fundraising in Unreliable Times. She co-founded The Grassroots Fundraising Journal in 1981. She is a lecturer at UC Berkeley’s School of Social Welfare, and has taught fundraising in all 50 states and 21 other countries. She is on the board of the California Association of Nonprofits.
Klein and Roth Consulting helps organizations build strong fundraising programs that are mission-driven. We provide practical, hands-on advice on how to build a broad base of individual donors, grounded in social justice values.
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Goals for our time together:
You will expand your knowledge about: What upgrading means Who is a prospect for an “upgrade”Several upgrading methodsHow to build a team of people who like this strategy
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Are most people: 70% of adults
Give to 5-10 organizations each year
Equal numbers of men and women
60% of money given comes from families with incomes of $90,000 and under
# 1 reason people give: someone asked them
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Strong acquisition rate: 1%Strong conversion rate: 40%Strong retention rate: 70%
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Acquire Donors (Impulse)
Retain Donors (Habit)
Upgrade Donors (Thoughtful)
The Most Thoughtful Gift(Bequest)
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TIME INStrategyPersonal:Face to face askingPhone CallLetter or emailLess personal:Phone-a-ThonDirect Mail (Acquisition)On-line Special Events
MONEY OUTResponse Rate
50% 25% 10-15%
5% .5-1% .5-1% Varies
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“This is one of the organizations I support” “I like this organization a lot”
“This is one of my top three giving priorities”
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Almost everyone can give more We don’t who will or can until we ask Even people who don’t increase their giving
become more thoughtful about their current giving
Not asking for an upgrade will cause some donors to stop giving altogether
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Any donor who has: Given 3-4 times Given consistently for several years Given larger than usual gifts ($50-$250) Given odd amounts ($65.34, $91, $73)
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Donors who: someone in your organization thinks could
give more (based on good evidence)
Have shown interest in a particular program, sometimes by making a larger gift to that appeal
Are major donors to a similar organization
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The job of the “upgrade” team: Focus on moving current donors to more
engagement:
Making larger gifts Volunteering Finding other donors
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What makes a good fundraising team?
Clear expectationsMeaningful workTime off Honest discussion
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Former board and staff Long time board members or volunteers
People who have recently upgraded their own gift
Recently retired professionals People who don’t want to ask friends
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All team members are asked to: upgrade their own giving. personally ask others to increase their giving. Specifically, each team member should ask ## people a week for (period of time) Some team members are also asked to: provide names of prospects help create the message for donors help thank donors for their gifts
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Sent promptlyPersonalizedContent changes every two monthsRemember: The thank you note is the one thing donors
will read—don’t waste that opportunity
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SurveysPhone to thank the donorAsk for volunteersSeek new board membersGet advice Focus groupsThank you events, such as tours of your
facility
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Donors can be asked for money four times a year, as long as:
You thank them for what they have already done
Each appeal educates donors about an aspect of your program
Use language like “extra”, “stretch”, “in addition” etc.
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Letter, with photo: This is a photo of me being able to use the Community Center
forthe first time. We
haveone more ramp to go,and want to put it in
before winter. Can you help? Mary Sandoval, Community Member
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Steps in asking:
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Dear Fran and Ellery, Hope all is well …. Last time I saw you, I was leaving for a meeting with the Rural Alliance Against Violence Initiative (RAAVI) and you told me you were donors to that. I am writing today for two reasons: one—it is because of people like you that we have created a comprehensive approach to addressing domestic violence which is already having great success. But, we need to do more. Bottom line: we need to raise an extra $50,000 this year. As a member of the board, I have given an extra $1,000 to the organization, and have committed myself to raise $5,000. Would you two be open to talking about increasing your gift this year? I’d like to talk with you about what the money would be used for, as well as more personally ask you to become a bigger part of our organization. I will call you in a few days to see when we can get together. Best,Susanna
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Dear Ms. Peters,
You have been a generous donor to our work for educational equity for the past several years. Let me say again how much we appreciate your commitment. As you may know from reading our newsletter, we are embarking on an ambitious campaign to expand our work into four more counties. We hope to form at least three more chapters of Quality Education for Everyone, which will allow us to work in at least 20 more schools. I’d like to make a time to talk with you to discuss whether you might be able to increase your donation this year to help us with that expansion. Although we don’t know each other, I think we have in common a deep commitment to making our public schools the best they can be for ALL students. I would very much enjoy meeting you, if you have time. I’ll call you in the next few days to see if we can find a time to talk.
If it is more convenient, feel free to call my cell: 899-999-8765, or reply to this e-mail. Becky Morrison, Board [email protected]
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Donors have a lot going on in their lives, and they put down your letter or they delete your e-mail.
REMEMBER: Forgetting about your organization is not “no.”
NO is short for “Notnow.”
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Have ready: Opening sentence Message for VM Most exciting thing
about the project Where are you toward
the goal? How much do you
want?
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Have ready: Stories Statistics Philosophical reasons
why this is important Responses to common
objections Budget and
fundraising success so far
Keep in mind: The donor/s agreed to
see you They are going to give
the money somewhere
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Ask questions
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If a donor agrees to give more, your organization agrees to give him or her more attention
You will need to be thoughtful in return: • Personal notes on letters• Occasional phone call• Requests for advice or time
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Order your list as follows: Prospects most likely to say yes to a big gift Prospects most likely to say yes to
something Prospects who could say anything--Set a time each week to call two people,
starting at the top of your list
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Magazine and e-newsletterGrassroots Fundraising Journalwww.grassrootsfundraising.orgBooks by Kim KleinReliable Fundraising in Unreliable TimesFundraising for Social Change Other recommended books: Working Across Generations by Robby Rodriquez,
Frances Kunreuther and Helen KimAccidental Fundraiser by Stephanie Roth and Mimi
HoOrder from www.josseybass.com or your local bookstore
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