Giving Days & the Great Canadian Fundraising Landscape
Post on 23-Feb-2017
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& THE GREAT CANADIAN FUNDRAISING LANDSCAPE
GIVING DAYS
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House Keeping
Introductions
NAME: Michael JohnstonFROM: TorontoFOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC)
Interactive, Integrated & Digital for 27+ Years;
• Author of 4 books on technology and integrated marketing and fundraising
• Comic Book Nerd• Hockey Fan, Coach and Cheerleader• Blackbaud Global Solution Provider of the
Year 2014 and 2015• Raised over $2 billion in 20+ countries
Introductions
NAME: Mike MostranskyFROM: New York CityNational Sales Manager at KIMBIA
Interactive, Integrated & Digital for 12+ Years;
• Technologist & Fundraiser• Photographer• Product Manager & Consultant• Comic Book Nerd• Basketball, Baseball & Soccer Coach… to 4
kids
Giving Days – What are they?
• A time-limited online fundraising competitiono in most cases 12-24 hours
• Bringing together your communitieso donors, participants, advocates, alumni,
corporate partners, etc.
• Raising money for your community, nonprofits, programs, institutions
• A single online donation campaign
• Driven by a sense of urgency around matching funds and/or prizes
Haven’t we already done these in Canada?
• More action focusedo 30 hour famine includes digital and fundraisingo Student led
• Happens in physical locationso We Day in 12 stadiums around the worldo Does include digital and fundraising
• They raise money for diverse missions
• They are NOT single donation campaigns
• Driven by ‘terrestrial participation’
Why do they work?
• Increase revenue from a new revenue stream (across channels) -- it’s not just online
• Attract new donors and appeal to more hands-on fundraising demographic
• Generate buzz and excitement in the community, with sponsors, and on social media
• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.
• Increase lapsed participant, donor, alumni participation-new exciting way to engage
Why do they work?
During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the prior year Giving Day he enthusiastically declared he was going to match the $1.2 Million raised by Columbia College that day!
Recent Giving Days
GIVE RICHMOND
September 17-18, 2014
$1,600,000BOSTON UNIVERSITY
April 8, 2015
$1,100,000
SAN ANTONIO FOUNDATION
May 5, 2015
$4,300,000
AMERICAN RED CROSS
June 6, 2015
$2,500,000
LANCASTER COMMUNITY FOUNDATION
November 21, 2014
$4,500,000MIAMI FOUNDATION
November 3, 2014
$5,200,000UC-BERKLEY
November 20, 2014
$5,300,000
PITTSBURGH FOUNDATION
May 15, 2014
$7,700,000
Kimbia hosts 7 of the 10 LARGEST Giving Days, including…
$11,000,000 October 29, 2014
$33,000,000118,000 individual gifts September 17, 2015
$68,000,000375,000 individual giftsMay 5, 2015
$13,000,000April 26, 2015
• Clients with multi-year events report continued growth >compounded 4 year growth rate of 165% - across all surveyed
• If program cannibalization was a significant issue/ impacted other programs, clients would not continue to host Giving Days for 5+ years.
Peter is happy. So is Paul.
How Giving Days are growing
Crowdfunding growth is accelerating. Early adopters continue to see double-digit new donor acquisition…
How Giving Days are growing
…and double digit revenue growth!
• P2P Cycling Events were pioneered in Canada and adopted in the US
• Monthly Giving was adopted much earlier in Canada and spread to the US
• Direct Mail Fundraising came from the US to Canada decades ago
• Telemarketing Fundraising came from the US to Canada too
• So… it goes both ways… it’s an open border in more ways than one!
We share best practice cross border
Digital giving is high in both countries
How are we the same?
Online Donations are high vs. traditional channels
How are we the same?
Giving Days: Effective for all levels of the Giving Pyramid
Active: Strong offer for active donors
Lapsed: Great reactivation tool for lapsed donors
New: 20 – 30% of responses come from new donors
Middle: Many donors upgrade to mid-level giving
Major: Great opportunity to engage major donors for matching funds
Corporate: Engagement on multiple levels: event sponsorship, employee giving, matching funds
Who’s Donating?
Who’s Donating?
Who’s Donating?
Where’s it going to?
Other Crowdfunding Donor Demographics to Help you plan your event:
Did you know?
• 21% page conversion rate day of event• Raised 17.5% above goal• Average gift of $518 – nearly 8X the industry
average• Online average gift of $317 – over 2.5X the
industry average
Houston Grand Opera Key Results
Houston Grand Opera
Many opportunities..
We’ve got one of these in Canada
Giving days are here to stay
It’s on the verge of crossing the border
Up to forward thinking and innovative organizations to lead the way
In Conclusion..
Want to learn how to start your very own Giving Day?
Do you think there will be barriers within your organizations to start?
Join us next week!
Oh but wait!
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