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Annual Giving: Creating a Funnel to a Strong Advancements Program

Annual Giving: Creating a Funnel to a Strong Advancements Program. Date: Thursday, May 9, 2013. Andrea B. Wasserman Chief Development Officer BBYO Rob Henry Executive Director of Emerging Constituencies CASE. Discussion Topics. Why is annual g iving important?

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Annual Giving: Creating a Funnel to a Strong Advancements Program

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  1. Annual Giving: Creating a Funnel to a Strong Advancements Program Date: Thursday, May 9, 2013 Andrea B. WassermanChief Development OfficerBBYO Rob HenryExecutive Director of Emerging Constituencies CASE

  2. Discussion Topics • Why is annual giving important? • Case study of how annual giving feeds the BBYO major gift program and efforts • Most common mistakes in annual giving • Questions

  3. Priorities in the Current Landscape… • Campaign mode • Membership growth • Strong investments and endowments

  4. Why is Annual Giving Important?Development Pyramid Principal Gifts $XXX+ Major Gifts $10,000- $XXX Special Gifts $500- $10,000 Annual Giving Under $500

  5. Development Structure Annual Giving Special Gifts Major Gifts Principal Gifts

  6. Annual Giving Structure Non-Donors Reactivation/Donor Retention Annual Support Acquisition Annual Lead Gifts Upgrades Special Gifts • Tip: $5,000 in annual giving is the same as a $100,000 gift in the major gift program

  7. Ways to Solicit Annual Gifts Personal Asks Direct Mail Calling Programs Emails Tip: Solicitation envelopes have a little return

  8. Goals of a Healthy Program Build a donor funnel that can be cultivated and developed to support all fund raising efforts. Develop and motivate donors who will, on an annual basis, provide gifts to support an institution. Identify and cultivate larger annual giving prospects for special, major, corporate and planned gifts. Get the gift, repeat the gift, upgrade the gift

  9. BBYO’s pluralistic movement of Jewish teens, alumni, parents, volunteers and philanthropists will serve as the Jewish community’s most valuable platform for delivering to the post Bar/Bat Mitzvah audience fun, meaningful and affordable experiences that inspire a lasting connection to the Jewish people. BBYO Vision BBYO Mission More Jewish teens, more meaningful Jewish experiences.

  10. Overview:Presenting Challenge • Nine years of steady growth in revenues • Reliance on a few large donors • Ambitious plans for growth and depth

  11. Overview:Presenting Opportunity • Roadmap to optimize • Acquisition of donors • Gift step-up program • Honed message • 90th Anniversary

  12. Campbell & Company Report: Executive Summary • Leverage the 90th anniversary as an opportunity to develop a reunion program and reengage more alumni • Adopt systematic relationship management practices to build the pipeline of major and planned gift donors and prospects • Actively involve the Board and senior staff in advancing relationships with major donors and prospects • Invest in additional staff to support expanded fundraising activity that is more clearly delineated between annual and major gift fundraising • Develop a clearer articulation of the role and impact of philanthropic contributions in supporting BBYO’s mission • Create opportunities for donors to make minimally restricted contributions • Recategorize gift types based on gift size to distinguish more clearly between annual and major giving • Work with the direct mail vendor to develop a direct marketing strategy that focuses on renewals, upgrades and greater segmentation

  13. Integrated Development Operation Strategic development communications Data scrub, sync and maximization of database Professional, board & lay leadership development & engagement Metrics for measuring & celebrating success

  14. Enhanced Approach:Annual Fund • Integrate direct response (DR) techniques into FAN using existing data from non-donor constituents. • Maximize DR by focusing on increasing retention, gift level and integration into overall development program of donors at the $180 and over level. • Build strong group identity around $180 gift level as entry into BBYO’s development program and develop step-up program for gifts between $180 - $1800. • Use social media and 90th anniversary alumni reunions to grow FAN program.

  15. Enhanced Approach:Major Gifts • Finalize and market giving circles to incentivize movement along the giving continuum, build positive group identity among and better steward major donors. • Using information gleaned from data enrichment and wealth screen, assign and track major donor and prospect portfolios development professionals, management, board and lay leaders. • Design series development communications, presentations and cultivation and stewardship touch points to inspire deeper connections and greater giving. • Track all interactions with major donors and prospects through proposals in softtrek’smoves management feature.

  16. Most Common Mistakes • Understanding the role of annual giving to a strong advancement program • Single approach to annual giving (focused solely on direct mail solicitations) • Over budgeted for acquisition mailings • Lack of a comprehensive approach to annual giving- all parts working together • Unawareness of annual giving response rates verses a focus on money

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