Creating an individual giving program for nonprofit arts organizations

CREATING AN INDIVIDUAL GIVING

PROGRAM:

WHAT WORKS & WHAT’S POSSIBLE

Case study in hunchery and failure.

Understand basic segmentation,

importance of age, and what drives

giving decisions.

Create your spring campaign plan

relative to your time and available

budget, if any.

70% of giving is from individuals

42% of gifts given online

83% give after being emailed and mailed

.08% give to get a tax deduction

QUICK SNAPSHOT

WHAT WENT WRONG?

BRIAN LAUTERBACH:FUNDRAISING GENIUS 26 YEARS OLD

HIRED IN 2001 TO RAISE $4 MILLION FOR ANNUAL FUND

FIRST UP:RENEW 5,300 DONORS THAT GAVE $370,000 BY MAIL

MAIL DATE:SEPTEMBER 12, 2001

RED CROSS:NEW FUNDRAISING RECORDS SET ONLINE

“YOU WANT $55,000TO BUILD ONLINE GIVING

FOR THE ARTS”

ELEVEN WEEKS:DEVELOPMENT &TESTING

INVITED MY BOSS,COLLEAGUES TOWATCH AND LEARN

$1,700

AWKWARD,PERIODOF REFLECTION

LESSONS LEARNED (the hard way)

1. Move from appeal to campaign

2. Adjust the review mirror, don’t ignore it

3. Don’t cut and paste, edit for the channel

4. Make it easy for them, not you

5. Perfect, don’t just send, the thank you

6. Don’t project your metrics, bias, or goals

7. Start with what’s free + easy

8. Spend money only when necessary

FIRST TAKEAWAY

THE CHANNEL ONLY DELIVERS

THE MESSAGE. IT’S NOT THE

STRATEGY.

SECOND TAKEAWAY

AGE IS THE MOST IMPORTANT

DATA POINT NEEDED FOR

INDIVIDUAL GIVING

TAKEAWAY THREE

PERFECT THE BASICS + BUILD IN

TIME TO UNDERPERFORM

WHAT DO I NEED TO KNOW?

Want to enhance their performance

experience

Want recognition from community and

desired peer group

Want access to those that are

performing and creating

UNDERSTAND WHY THEY

GIVE

CREATE YOUR STORY

PROBLEM

1. Opportunity

2. Solution

3. Goal

4. Measurement

5. Call to action

WHAT DO I NEED TO DO?

RIGHT-SET EXPECTATIONS

THE SMART & EASY PLAN

1. Identify goals & accompanying metrics

2. Pair goals with tactics, channels

3. Create your voice and narratives

4. Collaborate on one calendar

5. Launch, learn, repeat

LET’S BUILD ONE!

THE SPRING CAMPAIGN

1. Secure board commitment

2. Secure/create challenge grant

3. Create segments

4. Select channels, check website

5. Choose author

6. Create timeline (backdated from performance)

7. Create content & channels

8. Deploy

9. Performance(s)

10.Redeploy

TAKEAWAYS FIVE THRU TEN

1. Planning template

2. Board commitment form

3. Case for support checklist

4. Campaign examples

5. 1-hour meeting next week