Blueprint Fundraising

AFP Canada ran a “Future of Philanthropy” advertising supplement in the Globe and Mail last week. If you missed it, you can download the whole thing here.

I can’t say that any of the information was especially surprising (this is an advertising piece after all) but there were some interesting stories. The thing I found myself doing most was looking at the ads from various nonprofits. Looking at ads side-by-side really helps you to see what works and what doesn’t. You be the judge, but my faves (they intrigued me enough to go to their websites) were from Bridgepoint Health and Alberta’s Promise. Apparently big, simple and kind of obscure works for me.

Some of you might have seen advertisements for (or even attended) a Grant Institute training program in Metro Vancouver in the past… If they come back again you might want to do some homework before signing up. The NonProfit Times has a story on the numerous complaints against them with Better Business Bureaus in the US. I’ve heard of similar problems with their programs in Canada. Buyer beware.

Teams from Karyo Edelman are working with four Vancouver nonprofits to see how much good they can do in the next 48 hours. You can follow their progress online, through Twitter and with photos at www.thelittlegive.ca.

Go St. Elizabeth’s and Team 3 — the saints!

For those of you in the Vancouver area, I’m offering something that might interest you this fall. It’s called Major Gifts Intensive 08. It’s a sort of butt-kicking major gifts bootcamp.

When I teach or take workshops, I usually wish there was some sort of follow up so that people could be supported in applying the new ideas in their work. This program is going to combine workshop-style sessions, hands-on participation and individualized coaching (and no actual butts will be kicked). By the end of the Intensive, my goal is that participants will truly be ready to launch a major gifts campaign. I’m limiting it to 12 participants so that everyone gets a lot of individual time and attention.

Here are the details. To find out more or to register, please contact me at andrea@blueprintfundraising.com or 604-682-6582.

Session 1: Planning Your Major Gifts Campaign
September 16, 2008 / 9:30 am - 12:30 pm

Session 2: Creating Your Case for Support & Building Relationships
October 7, 2008 / 9:30 am - 12:30 pm

Session 3: Asking For Money & Working With Volunteers
October 28, 2008 / 9:30 am - 12:30 pm

Coaching
Each participant will receive two hours of individual coaching by phone or email outside the sessions.

Location
Workshops will take place at Suite 400 - 21 Water Street, Vancouver. Refreshments and yummy snacks will be provided.

Cost
$685 plus GST per person if you register by July 31
$775 plus GST per person after July 31
Registration closes August 28
Discount of $40 per person for more than one from the same organization
Space is limited to 12 participants and you must register in advance

For anyone who has ever wracked their brain, scoured their thesaurus and sat through painful hours of brainstorming with co-workers to come up with a tagline for their organization… here’s a little inspiration.

Nancy Schwartz’s Getting Attention blog is running a contest where you can vote for the best nonprofit tagline. The short list of 20 has been culled from more than 1,050 submissions.

Personally, I think every nonprofit needs a tagline. All the more so if your organizational name is dry, long, unclear or filled with jargon. The best taglines are short and inspire/explain, delivering your brand promise in a pithy and memorable little nugget.

I’ll never forget an organization I worked with years ago… the Snake River Alliance. Their name doesn’t say much, especially to those who don’t know the Snake River. But they developed a great tagline — “Idaho’s Nuclear Watchdog” — and I’ll never forget them because of it. A good tagline can compensate for a poor name. So if you are contemplating an organizational name change, ask yourself if your identity problems could be solved by a brillant tagline. And go get that thesaurus!

Here are a few of my favourite taglines from clients and former clients:

David Suzuki Foundation - Solutions Are In Our Nature
The Land Conservancy of BC - Special Places. Forever, For Everyone.
Adoptive Families Association of BC - A Family For Every Child
Tides Canada Foundation - Think Big. Give Wisely.

I’ll be teaching part of AFP Vancouver’s “First Course” again on June 26th and 27th, 2008. Sign up soon if you are interested in this course because it usually sells out. First Course provides an excellent overview of fundraising — perfect for anyone new to the field. You don’t have to be an AFP member to take part.

You can register online through AFP Vancouver.

FIRST COURSE: A Course for Volunteers, New Fund Raisers, & Allied Professionals
Thursday, June 26 & Friday, June 27
Simon Fraser University, Surrey Campus

This is a two day workshop taught by experienced fundraisers that will provide an overview of fundraising techniques. The workshop is limited to 40 participants to facilitate group discussion and participation. Participants will receive a 450 page participant manual – a valuable reference on fund raising functions.

Early bird fee (until June 13th): $325 AFP Members / $375 non-members
After June 13th: $375 AFP Members / $425 non-members

Donordigital has released a report called “Perfecting Your Page: Can donation page optimization boost online giving?” The answer to their question is yes — improving your page really can boost giving. The report can be downloaded here and is based on testing done with Amnesty International USA and Optimost.

From the report:

Online fundraising has become a growing source of income for many non-profits over the past 10 years. But while organizations typically spend lots of time spent developing clever, creative, and inspirational online content, they often overlook more mundane aspects of online appeals that can make a big difference in converting advocates, subscribers, and other supporters into donors. Specifically, while email and web page copy may persuade people to “click to donate now,” less than half of those who click through to the donation page (and often just a few percent) typically complete the donation transaction.

Here are five key tips:

• 1. Size DOES matter: Bigger donate buttons helped convert more donors
• 2. Color can matter too: A vividly colored donation button can strongly boost donation page conversion…but seasonality and color choice influenced whether it did (read the report for more on this… green buttons performed better than blue)
• 3. Less is more: Removing unnecessary fields from the personal information form significantly increased conversion to donate
• 4. Remind people (nicely) why they want to donate: Polite header copy (“Please make a tax-deductible gift…”) followed by short appeal copy yielded better conversion than a more forceful call-to-action (“Donate Now! Help us…”) without appeal copy
• 5. No need to be demanding: Using firmer language on the donation button (“Donate Now” instead of “Submit”) did not produce statistically higher conversions

Thanks Donordigital!

I made a donation to my alma mater, McGill University, last year. Since then they have done a great job of keeping in touch. Here’s an example… A short email linking to an animation about the difference that McGill graduates are about to make in the world as they graduate. It’s a simple idea, but nicely timed and clearly saying “thank you” rather than “give give give.”

Here’s the note sent by email (there was also a header and footer with a salutation and all the contact info). Click to view the animation.

The university is in the midst of “Campaign McGill” a massive effort to raise $750 million. The campaign website is also nicely done and a good example of the presentation of a multifaceted case for support. Their campaign theme of “History in the Making” feels less generic to me than a lot of university campaigns (where a frequent theme seems to be general “excellence”).

The Canadian Revenue Agency wants to hear your comments on their proposed new fundraising guidelines. Among other things, the guidelines describe acceptable and unacceptable fundraising expense ratios (what a charity spends to raise a dollar). Here’s their evaluation grid:

Ratio of fundraising cost/fundraising revenue in fiscal period

Rarely acceptable: more than 70% (charity nets less than 30%)
Generally not acceptable: 50% to 70% (charity nets 30% to 50%)
Potentially not acceptable: 35.1% to 49.9% (charity nets 50.1% to 64.9%)
Generally acceptable: 20% to 35% (charity nets 65% to 80%)
Acceptable: less than 20% (charity nets more than 80%)

What do you think about these ratios? Is your organization operating in the “acceptable” range today? To figure that out you’ll have to read the guidelines because it isn’t a straightforward calculation. For example, fundraising from government and foundations should not be part of your calculation. And you should include non-receiptable donations.

I took part in a national conference call with CRA representatives yesterday (organized by AFP and Imagine Canada — thank you!). CRA seems to be aware of the many many legitimate reasons an organization might have an “unacceptable” ratio. For example, investing in a bequest program where all the expenses are incurred today but the gifts won’t be received until far into the future. They also acknowledged that start-up organizations or causes with limited appeal or low profile may have to spend more to raise money.

I encourage you to look at the guidelines and give your comments. I’m going to. Some of the conference call participants had great ideas. For example, should this be a rolling average based on several years rather than just one, to accommodate for extraordinarily good or bad years?

Although this evaluation grid is simplistic, I’m happy that someone is attempting to address the very real concerns that donors have about unreasonable fundraising expenses.

Here are a couple of recent articles about the guidelines:

Lessons in charity
Watchdog sets charity rules
New charity rules a good first step

All of us working in fundraising were probably fascinated by Oprah’s The Big Give program… I really liked the show, even though it was schmaltzy and completely over-run with SUV product placements. Inspired by Oprah and hopefully featuring fewer SUVs, local PR firm Karyo Edelman has just launched a cool new corporate social responsibility initiative.

The Little Give will see $10,000 in cash, and a whole lot of time and energy, distributed to four worthy nonprofit organizations working to make a difference in the lives of children and youth.

Here’s how it will work: over a 48-hour period starting at 9 am on June 20, 2008, Karyo Edelman staff will be randomly divided into one of four teams, and tasked with creating something great for its nonprofit partner. The winner will be the team that makes the biggest impact – measured by things like leveraging Karyo Edelman’s cash contribution, bringing attention to what the nonprofit is trying to do, and making a difference in kids’ lives. One of the four nonprofits may emerge as Karyo Edelman’s ongoing CSR partner and become a pro bono client for the agency.

Visit www.thelittlegive.ca to nominate a Vancouver-based nonprofit organization (you can nominate your own organization).

To be eligible, you must be:

• A registered nonprofit organization;
• Based in Vancouver;
• Making a difference in the lives of children and youth (under 24 years old);
• Secular; and
• Available to work with a Karyo Edelman team on Friday, June 20.

I’m going to be presenting a new workshop for the Alliance for Arts + Culture on Tuesday April 8th in Vancouver. It is designed specifically for arts organizations, but the concepts will apply to any type of nonprofit organization… Hope to see you there!

Conducting a major gifts campaign: A step-by-step guide
April 8 , 2008 • 9 am to 12 pm
The Alliance for Arts and Culture, Suite 100- 938 Howe Street

This workshop will guide you, step-by-step, through the planning and implementation of a major donor campaign. You will learn how to make a case for your financial need, create a gift chart, recruit a campaign team, identify prospects, develop effective solicitation tools and make “the ask. Real life case studies and examples will inspire you to create a major gifts campaign for your organization.

This workshop will be suitable for development staff, executive directors, artistic directors, board members and volunteers with at least a year fundraising experience and whose organizations already have a base of individual donors giving on an annual basis.

Workshop cost: $75 (+GST) for Alliance members and $100 (+GST) for non-members. Pre-registration and payment is required.

Please phone 604-681-3535 or email info@allianceforarts.com to register.

Remember when you were a kid, contemplating what you would wish for if a genie granted you three wishes? To live forever? To be able to make yourself invisible?

Of course the best answer was UNLIMITED WISHES!

(I hope I don’t need to tell you that this video is a spoof. I really doubt it although some people have been fooled and the Make-A-Wish Foundation has issued an assurance that there is no such loophole.) Nice one Onion!

Vancouver’s first Net Tuesday gathering is happening tomorrow night and I’ll be there. You should come too!

The event will feature a presentation on “Mobilizing Your Evangelizers” by GiveMeaning.com’s Tom Williams. Many fundraising professionals are experimenting with how to integrate online communities into traditional fundraising strategies — this is such an important topic for anyone working in fundraising today.

Showcase of fundraising innovations (and a few mistakes)

Need some inspiration for your next appeal? Check out SOFII, a “Showcase of Fundraising Innovation and Inspiration.” I don’t really know of anything like it. You’ll need to sign up for a free membership then you can browse through case studies and examples of some of the world’s most influential fundraising campaigns and ideas. The site has especially good examples of direct mail packages and advocacy advertising campaigns. The commentary for each case study tells you what worked, what didn’t and why the campaign was innovative at the time. There are some interesting historical fundraising pieces too. Here is Unicef’s first-ever Christmas card from 1946 and an Oxfam fundraising ad from the 1950s.

 

January 25th, 2008 in Ideas | Permalink | Comment