Transcription

1 Katya Andresen 6 Trends Changing the Donor- Fundraiser Relationship Forever 1

2 Today s Agenda Why we give Future of giving 4 Tips for appeals this year 2

3 Why do we give? When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act? 3

4 We gave, yes we did 4

5 Why do we NOT give? When was the last time you ignored an appeal? Credit: Mel Toledo, Flickr 5

6 We know where you live! Vistaprint.com 6

7 Happily ever after except for the nonprofit 7

8 What did we just learn? 8

9 This is the lesson for us To be a good fundraiser, see through the eyes of your donors. Credit: Suzee Que, Flickr 9

10 What donors want Personal, emotional connection Thanks (involvement) Feeling of making a difference (impact) Confidence money well spent 10

11 You are not the target audience! 11

12 Things are changing Who is giving g How they are giving What they expect 12

13 Trend alert: 6 big trends Impact Involvement Impulse Community Competition Transparency Credit: Anessa Stine, Flickr 13

14 Trend 1: Impact Donors want to know where the money went and what difference they made. 14

15 A generational and technological shift Kevin Bondelli, Flickr 15

16 It s about your impact, not your need Credit: 16

17 What for through the donor s eyes 17

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20 Impact: Scale is paramount 20

21 Source: Communications Network, Slovic 21

22 This holiday Show where $ are going Show the difference Keep on a personal scale 22

23 NO YES 23

24 Trend 2: Involvement People don t trust t institutions. They trust their own experience. They trust t their friends. 24

25 We re not in charge any more. 25

26 Old messengers 26

27 New messengers 27

28 The (more) involved donor 28

29 This holiday Get third party endorsement Change up the messenger Deepen donor relationships 29

30 NO YES people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High." 30

31 Trend 3: Impulse Donors can give anywhere. Be where they want to give, when they want to give. 31

32 Many, many ways to give 32

33 The mothership is gone 33

34 The blurring of lines 34

35 This holiday Don t be a control freak Go to where donors are Think portable Be on embedded alert 35

36 Trend 4: Community Donors are starting to self organize. They are socializing. They are starting their own causes. 36

37 This holiday Seek out your evangelists Connect them with each othe Volunteer thank-yous 37

38 Trend 5: Competition There are 1.8 million nonprofits and over 100 more each day. Important t to You Are Audience Good at It No One Else Is Doing 38

39 How to win 39

40 How to lose Wowfundraising.com 40

41 This holiday Show how you are different Focus on the donor Win on gratitude 41

42 Trend 6: Transparency Be open. It s the only way forward. 42

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44 v 44

45 Focus on the donor: bad? No. It s a relationship, not an ATM transaction. We are stewards of their money. We owe them info on where it went. We can t do it without them. 45

46 Bonus tips: How to talk about hard times Acknowledge they are hard Show you you re tightening your belt Prove you stretch every dollar Convince you can deliver IMPACT, not just stay open 46

47 Shameless plug The online medium is an ideal world to meet these needs 47

48 Giving Snapshot 2008 Total giving estimated at $ billion Decrease of 2% from 2007 (first decline since 1987) Source: Giving USA

49 What s happening in 2009? A third of nonprofits are down A third are up (stimulus dollars) Individual giving and Foundation giving i to drop 9-13% (Foundation Center, GuideStar) 49

50 What s the good news? Online giving g accounted for over 5% of total giving in 2008, a 44% increase over

51 Give online outreach a chance It s growing Youngish: 39 year old donors Generous: Who give $130 Good for small orgs: Levels digital playing field for small nonprofits Recurring giving: 20% gifts Prevalent: 65% of donors research online 51

52 The biggest donation days online December 30 December 31 52

53 Q&A 53