fundraising - World Pulse

Transcription

The Future of
FUNDRAISING
MEET OUR EXPERTS
Learn how to bring your donors into focus in the future of fundraising
with powerful insights from these sixteen nonprofit experts:
IVTHE FUNDAMENTALS
14THREE LESSONS FROM
#GIVINGTUESDAY
CHUCK LONGFIELD
HENRY TIMMS
02WHY & HOW THE
FUNDAMENTALS
STILL WORK
16EMBRACING THE
CHANGING DONOR
LANDSCAPE
KAREN OSBORNE
04DONOR RETENTION WILL ALWAYS MATTER
MARK ROVNER
CHUCK LONGFIELD
DONNA WILKINS
SHANON DOOLITTLE
JENNIFER ASHBAUGH
SHANON DOOLITTLE
18TECHNOLOGY
AMY SAMPLE WARD
06EVOLUTION OF
THE SECTOR
21THE NEW NORMAL:
MOBILE
PHILANTHROPY
JEFF SHUCK
08 THE BEST ADVERTISING:
PEER-TO-PEER
FUNDRAISING
JENNIFER ASHBAUGH
FRANK BARRY
DAVID NEFF
SIMON LOCKYER
KAREN OSBORNE
PATRICK CALLIHAN
PATRICK CALLIHAN
10IT DOESN’T HAVE TO
BE COLD TO BE COOL:
CROWDFUNDING
IS IN
26PREDICTIVE ANALYTICS:
LIGHTING THE WAY
GILMAN SULLIVAN
SIMON LOCKYER
DEBBI STANLEY
12WHEN IMPACT
BECOMES RESULTS
24 THE FUTURE OF
FUNDRAISING IS
IN THE CLOUD
GILMAN SULLIVAN
DEBBI STANLEY
MARK ROVNER
JEFF SHUCK
HAL WILLIAMS
28FOUR STEPS TO
MAKE MARKETING
AUTOMATION WORK
FOR YOU
DONNA WILKINS
30HARNESSING THE
FUTURE
DAVID NEFF
AMY SAMPLE WARD
HENRY TIMMS
FRANK BARRY
HAL WILLIAMS
MEET OUR EXPERTS
Learn how to bring your donors into focus in the future of fundraising
with powerful insights from these sixteen nonprofit experts:
IVTHE FUNDAMENTALS
14THREE LESSONS FROM
#GIVINGTUESDAY
CHUCK LONGFIELD
HENRY TIMMS
02WHY & HOW THE
FUNDAMENTALS
STILL WORK
16EMBRACING THE
CHANGING DONOR
LANDSCAPE
KAREN OSBORNE
04DONOR RETENTION WILL ALWAYS MATTER
MARK ROVNER
CHUCK LONGFIELD
DONNA WILKINS
SHANON DOOLITTLE
JENNIFER ASHBAUGH
SHANON DOOLITTLE
18TECHNOLOGY
AMY SAMPLE WARD
06EVOLUTION OF
THE SECTOR
21THE NEW NORMAL:
MOBILE
PHILANTHROPY
JEFF SHUCK
08 THE BEST ADVERTISING:
PEER-TO-PEER
FUNDRAISING
JENNIFER ASHBAUGH
FRANK BARRY
DAVID NEFF
SIMON LOCKYER
KAREN OSBORNE
PATRICK CALLIHAN
PATRICK CALLIHAN
10IT DOESN’T HAVE TO
BE COLD TO BE COOL:
CROWDFUNDING
IS IN
26PREDICTIVE ANALYTICS:
LIGHTING THE WAY
GILMAN SULLIVAN
SIMON LOCKYER
DEBBI STANLEY
12WHEN IMPACT
BECOMES RESULTS
24 THE FUTURE OF
FUNDRAISING IS
IN THE CLOUD
GILMAN SULLIVAN
DEBBI STANLEY
MARK ROVNER
JEFF SHUCK
HAL WILLIAMS
28FOUR STEPS TO
MAKE MARKETING
AUTOMATION WORK
FOR YOU
DONNA WILKINS
30HARNESSING THE
FUTURE
DAVID NEFF
AMY SAMPLE WARD
HENRY TIMMS
FRANK BARRY
HAL WILLIAMS
THE FUNDAMENTALS
CHUCK LONGFIELD
CHIEF SCIENTIST
BLACKBAUD | BLACKBAUD.COM
In the early years of education reform, I was introduced
to the term kaizen , to describe the educational philosophy
behind a high performing school in Boston . “Kai zen” is
Japanese for “good change” meaning constant improvement.
I have al ways liked the term and feel that the very nature
of technology depends upon kaizen . There’s a constant drive
to make software, services, and analytics better.
All nonprofits, and indeed, all
to be tailored to each organization’s
organizations can benefit from a
mission, donors and resources, but the
kaizen philosophy. In The Future of
fundamental tenets work for the highest
Fundraising, we have assembled some
performing organizations, and they will
of the brightest minds in fundraising to
work for you.
help you sort through the trends and
set your sights on positive change.
These authors know their craft. They
know what works today and what
will likely work tomorrow. In our first
section on Fundamentals, our experts
share their substantial expertise on
proven practices that work in the
areas of outreach and retention. The
profession of fundraising holds too many
practices as relative – they work for my
organization but may not work for yours.
As our experts point out, most practices
are universal. Of course they may need
iv
NPEXPERTS | THE FUTURE OF FUNDRAISING
trends put donors in the driver’s seat, letting
continues to evolve alongside the world at large.
them shape their involvement to match their
Indeed, none of us are immune to change, but
giving preferences. Our experts share what this
with the help of these fundraising experts, we
means for how we measure the impact of our
can make certain that the changes we endure
outreach and programs.
are positive. So read on—I know you’ll find their
The third section on Technology shares insights
on the tools that will facilitate the sector’s shift.
Predictive analytics, marketing automation,
mobile technology, and the cloud will all allow
fundraisers to better strategize the transition to
donor-centric fundraising. Investing in the right
focus on the fundamentals while keeping an eye
on developing trends.
of the Sector, you’ll learn about the
Finally, we close with a section on Harnessing
Constituents, of course, don’t exist in
a vacuum—their lives and actions are
shaped by the changes and trends
developing around them. Our experts
will teach you why we as fundraising
professionals are responsible for
translating these developments into
the world of philanthropy to keep
constituents involved. From peer-topeer fundraising to giving days, new
Chuck Longfield, Blackbaud’s Chief Scientist, has extensive
experience designing and implementing national and
international constituency databases that address the
fundraising information needs at many of the world’s largest
nonprofit organizations. He has more than 30 years of
experience helping nonprofits effectively use technology and
information to improve their fundraising performance.
tools now ensures that your organization can
In the second section on The Evolution
changing world that our sector mirrors.
recommendations valuable.
the Future. The key to embracing the future
of fundraising is a willingness to challenge the
way things have always been done. As the
economic, generational, and technological
landscape continues to transform around us,
we must remain open to innovation—and
ensure that our organizations are structured to
encourage this responsiveness.
As nonprofit professionals, we are the creators
of the future of fundraising. It’s our responsibility
to ensure that tomorrow’s nonprofit sector
1
THE FUNDAMENTALS
CHUCK LONGFIELD
CHIEF SCIENTIST
In the early years of education reform, I was introduced
to the term kaizen , to describe the educational philosophy
behind a high performing school in Boston . “Kai zen” is
Japanese for “good change” meaning constant improvement.
I have al ways liked the term and feel that the very nature
of technology depends upon kaizen . There’s a constant drive
to make software, services, and analytics better.
All nonprofits, and indeed, all
to be tailored to each organization’s
organizations can benefit from a
mission, donors and resources, but the
kaizen philosophy. In The Future of
fundamental tenets work for the highest
Fundraising, we have assembled some
performing organizations, and they will
of the brightest minds in fundraising to
work for you.
help you sort through the trends and
set your sights on positive change.
These authors know their craft. They
know what works today and what
will likely work tomorrow. In our first
section on Fundamentals, our experts
share their substantial expertise on
proven practices that work in the
areas of outreach and retention. The
profession of fundraising holds too many
practices as relative – they work for my
organization but may not work for yours.
As our experts point out, most practices
are universal. Of course they may need
iv
trends put donors in the driver’s seat, letting
continues to evolve alongside the world at large.
them shape their involvement to match their
Indeed, none of us are immune to change, but
giving preferences. Our experts share what this
with the help of these fundraising experts, we
means for how we measure the impact of our
can make certain that the changes we endure
outreach and programs.
are positive. So read on—I know you’ll find their
The third section on Technology shares insights
on the tools that will facilitate the sector’s shift.
Predictive analytics, marketing automation,
mobile technology, and the cloud will all allow
fundraisers to better strategize the transition to
donor-centric fundraising. Investing in the right
focus on the fundamentals while keeping an eye
on developing trends.
of the Sector, you’ll learn about the
Finally, we close with a section on Harnessing
Constituents, of course, don’t exist in
a vacuum—their lives and actions are
shaped by the changes and trends
developing around them. Our experts
will teach you why we as fundraising
professionals are responsible for
translating these developments into
the world of philanthropy to keep
constituents involved. From peer-topeer fundraising to giving days, new
Chuck Longfield, Blackbaud’s Chief Scientist, has extensive
experience designing and implementing national and
international constituency databases that address the
fundraising information needs at many of the world’s largest
nonprofit organizations. He has more than 30 years of
experience helping nonprofits effectively use technology and
information to improve their fundraising performance.
tools now ensures that your organization can
In the second section on The Evolution
changing world that our sector mirrors.
recommendations valuable.
the Future. The key to embracing the future
of fundraising is a willingness to challenge the
way things have always been done. As the
economic, generational, and technological
landscape continues to transform around us,
we must remain open to innovation—and
ensure that our organizations are structured to
encourage this responsiveness.
As nonprofit professionals, we are the creators
of the future of fundraising. It’s our responsibility
to ensure that tomorrow’s nonprofit sector
1
T H E F U N D A M E N TA L S
Your ability to complete a table of gifts depends upon
your capacity rating protocol and discipline.
WHY AND HOW THE
FUNDAMENTALS STILL
WORK BEAUTIFULLY
KAREN OSBORNE
Too many zeroes for you to relate? Not enough?
Drop or add. But do build your name-by-name
table. This illustration shows you how much work
the organization still has to do. Set a monthly goal
for adding names. Get your board and mission
staff involved.
Below is a troubling name-by-name realized table of
gifts. From whom did your gifts come from over the last
three years? This will help you get at retention data as
SENIOR STRATEGIST
THE OSBORNE GROUP, INC. | WWW.THEOSBORNEGROUP.COM | @KARENEOSBORNE
well as plan for the upcoming year.
New is good. New media, donors, approaches.
But as you
move to the latest shiny new thing, you cannot abandon the basics. They work
for all of the highest performing organizations, and they will work for you.
THE BUILDING BLOCKS
“Start with Why!”
Have you had a chance to either read Simon
Sinek’s book, Start with Why, or watch his
eighteen-minute TED talk on YouTube? If
not, stop reading this and hop onto your
computer. https://www.youtube.com/
watch?v=sioZd3AxmnE
Although he is speaking to for-profits, his
message resonates for our sector too. Most of
us explain our mission by stating what we do
and how we do it. Easter Seals, for example,
helps people with disabilities—from birth to
old age—meet their full potential; that’s what
they do. Here’s how they do it: They are trusted
experts who provide direct services, educate
caregivers and the medical community, and
advocate for their clients and others like them.
goal. Your fundraising and marketing priorities.
How much will your dream cost? How will
you pay for it? What portion must come
from philanthropy?
Now, try this. Every day 20,000 veterans
commit suicide. Homelessness and
unemployment among our nation’s veterans
is two, three, and four times higher than
for civilians. Easter Seals leads the way in
preventing suicides and helping our nation’s
veterans receive the physical and emotional
therapy they need, gain suitable housing, land
good jobs, and become thriving members of
our communities.
rates, measurement of those who are solicited
compared to those who say yes, and upgrades.
Name-by-Name Table of Gifts
You will need other building blocks, as well.
A strategic plan for achieving your five-year
2
NAMES OF
INDIVIDUALS
QUALIFIED
NAMES OF
CORPORATIONS
QUALIFIED
NAMES OF
FOUNDATIONS
QUALIFIED
0
0
0
0
DOING GOOD
FOUNDATION
$500,000
2
$2,000,000
6
TOM
SALLY
FRED
SALLY
FRED
FOUNDATION X
FRED
FOUNDATION X
FOUNDATION X
CORPORATION Y
Old-fashioned, must-have tool. Once you know
how much money you need, then figure out
how many gifts, at what levels, and from how
many donors are needed to achieve your goals.
MAY GOOD
TOM READY
Lean on your Chief Development Officer. He holds this
partnership together, keeps everyone’s eyes focused on
what is important, and provides support and strategy.
Utilize a variety of techniques and sources. Balance your
act: direct mail, email, phone, mobile, special events that
gain a lot in revenue and don’t steal your time, leadership
annual giving, planned giving, and major gifts. Balance
sources. What does your pie look like?
2013 Contributions: $335.17 Billion by Source
of Contributions (in billions of dollars — all figures are rounded)
8%
15%
5%
INDIVIDUALS
$240.60
72%
FOUNDATIONS
$48.96
BEQUESTS
$27.73
MARY
MARY
MARY
PETER
PETER
PETER
PAUL
PAUL
PAUL
SAM
FOUNDATION A
The Transformational Partnership
# OF
POTENTIAL
DONORS
NEEDED
(3 OR 4 TO 1)
3
SALLY
At the heart of fundraising is our ability to build
personal relationships with our donors. Know who they
are, what they value and their motivations, who makes
the decisions, how and when, their engagement and
stewardship preferences. The more you can get in front
of your donors, the stronger the relationships will be.
budget. Important metrics include retention
$1,000,000
TOM
Personal Relationships
steps, responsible parties, due dates, and
1
JANE
ONCE YOU’VE IDENTIFIED YOUR
WHY AND WHO, MOVE TO HOW.
donor and volunteer engagement. Action
$1,000,000
$1,000
FOUNDATION A
Measurable goals—money, stewardship,
CUMULATIVE
TOTAL
ONE YEAR AGO
CORPORATION Z
FUND DEVELOPMENT PLAN
# OF
GIFTS
NEEDED
TWO YEARS AGO
$500
and budget.
GIVING
LEVEL
THREE YEARS AGO
CORPORATION Y
The final building blocks include a compelling
case for support (written, visual, verbal) and
a detailed fund development plan, calendar,
Are you inspired?
GIVING LEVEL
Chairs of the board, committee on trusteeship, and the
development committee must have these qualities and
levels of commitment in spades.
Help your CEO be an effective fundraiser. The CEO
must allot at least 25% of her time to fundraising
activity—strategizing, engaging, stewarding, and
soliciting annual, major gift donors. Mark one
development day per week for the next three months.
Use them to develop donor plans, make phone calls,
visits, and handwritten notes.
Choose board leadership well. You need individuals who
believe passionately in your mission, vision and work.
Leaders who give generously according to their means.
They must carve out time for board service and fund
development work, invest in the development office, and
share their networks of influence and affluence.
CORPORATIONS
$17.88
Donor Engagement and Stewardship
The more engaged a donor is, the more likely she is
to give. Do you have a robust suite of engagement
opportunities that are interactive and thinking, feeling, and
doing components? Tapping into professional expertise
and including family members results in larger gifts.
Nothing raises more money than excellent stewardship.
Thanking donors within 24 to
48 hours. Picking up the phone and calling
new donors. Six months after the gift, sharing the impact
of giving through a variety of mediums and from a variety
of voices. Stewardship deserves a chapter of its own.
When done well, it increases retention, upgrades, and
bequests, and feeds the major gift pipeline. It inspires
viral marketing and passionate advocacy.
Make stewardship happen no matter what new or old
fundraising strategies you employ.
Recognized as an excellent consultant and presenter, Karen
receives invitations from all over the United States and the
world. CASE awarded Karen the Crystal Apple for Outstanding
Teaching and Public Speaking and the Ashmore Award for
Outstanding Service. Karen serves on the Woodrow Wilson
National Fellowship Foundation board, and is an adjunct faculty
member for Johns Hopkins University.
3
Your ability to complete a table of gifts depends upon
your capacity rating protocol and discipline.
WHY AND HOW THE
FUNDAMENTALS STILL
WORK BEAUTIFULLY
KAREN OSBORNE
Too many zeroes for you to relate? Not enough?
Drop or add. But do build your name-by-name
table. This illustration shows you how much work
the organization still has to do. Set a monthly goal
for adding names. Get your board and mission
staff involved.
Below is a troubling name-by-name realized table of
gifts. From whom did your gifts come from over the last
three years? This will help you get at retention data as
SENIOR STRATEGIST
THE OSBORNE GROUP, INC. | WWW.THEOSBORNEGROUP.COM | @KARENEOSBORNE
well as plan for the upcoming year.
New is good. New media, donors, approaches.
But as you
move to the latest shiny new thing, you cannot abandon the basics. They work
for all of the highest performing organizations, and they will work for you.
THE BUILDING BLOCKS
“Start with Why!”
Have you had a chance to either read Simon
Sinek’s book, Start with Why, or watch his
eighteen-minute TED talk on YouTube? If
not, stop reading this and hop onto your
computer. https://www.youtube.com/
watch?v=sioZd3AxmnE
Although he is speaking to for-profits, his
message resonates for our sector too. Most of
us explain our mission by stating what we do
and how we do it. Easter Seals, for example,
helps people with disabilities—from birth to
old age—meet their full potential; that’s what
they do. Here’s how they do it: They are trusted
experts who provide direct services, educate
caregivers and the medical community, and
advocate for their clients and others like them.
goal. Your fundraising and marketing priorities.
How much will your dream cost? How will
you pay for it? What portion must come
from philanthropy?
Now, try this. Every day 20,000 veterans
commit suicide. Homelessness and
unemployment among our nation’s veterans
is two, three, and four times higher than
for civilians. Easter Seals leads the way in
preventing suicides and helping our nation’s
veterans receive the physical and emotional
therapy they need, gain suitable housing, land
good jobs, and become thriving members of
our communities.
rates, measurement of those who are solicited
compared to those who say yes, and upgrades.
Name-by-Name Table of Gifts
You will need other building blocks, as well.
A strategic plan for achieving your five-year
2
NAMES OF
INDIVIDUALS
QUALIFIED
NAMES OF
CORPORATIONS
QUALIFIED
NAMES OF
FOUNDATIONS
QUALIFIED
0
0
0
0
DOING GOOD
FOUNDATION
$500,000
2
$2,000,000
6
TOM
SALLY
FRED
SALLY
FRED
FOUNDATION X
FRED
FOUNDATION X
FOUNDATION X
CORPORATION Y
Old-fashioned, must-have tool. Once you know
how much money you need, then figure out
how many gifts, at what levels, and from how
many donors are needed to achieve your goals.
MAY GOOD
TOM READY
Lean on your Chief Development Officer. He holds this
partnership together, keeps everyone’s eyes focused on
what is important, and provides support and strategy.
Utilize a variety of techniques and sources. Balance your
act: direct mail, email, phone, mobile, special events that
gain a lot in revenue and don’t steal your time, leadership
annual giving, planned giving, and major gifts. Balance
sources. What does your pie look like?
2013 Contributions: $335.17 Billion by Source
of Contributions (in billions of dollars — all figures are rounded)
8%
15%
5%
INDIVIDUALS
$240.60
72%
FOUNDATIONS
$48.96
BEQUESTS
$27.73
MARY
MARY
MARY
PETER
PETER
PETER
PAUL
PAUL
PAUL
SAM
FOUNDATION A
The Transformational Partnership
# OF
POTENTIAL
DONORS
NEEDED
(3 OR 4 TO 1)
3
SALLY
At the heart of fundraising is our ability to build
personal relationships with our donors. Know who they
are, what they value and their motivations, who makes
the decisions, how and when, their engagement and
stewardship preferences. The more you can get in front
of your donors, the stronger the relationships will be.
budget. Important metrics include retention
$1,000,000
TOM
Personal Relationships
steps, responsible parties, due dates, and
1
JANE
ONCE YOU’VE IDENTIFIED YOUR
WHY AND WHO, MOVE TO HOW.
donor and volunteer engagement. Action
$1,000,000
$1,000
FOUNDATION A
Measurable goals—money, stewardship,
CUMULATIVE
TOTAL
ONE YEAR AGO
CORPORATION Z
FUND DEVELOPMENT PLAN
# OF
GIFTS
NEEDED
TWO YEARS AGO
$500
and budget.
GIVING
LEVEL
THREE YEARS AGO
CORPORATION Y
The final building blocks include a compelling
case for support (written, visual, verbal) and
a detailed fund development plan, calendar,
Are you inspired?
GIVING LEVEL
Chairs of the board, committee on trusteeship, and the
development committee must have these qualities and
levels of commitment in spades.
Help your CEO be an effective fundraiser. The CEO
must allot at least 25% of her time to fundraising
activity—strategizing, engaging, stewarding, and
soliciting annual, major gift donors. Mark one
development day per week for the next three months.
Use them to develop donor plans, make phone calls,
visits, and handwritten notes.
Choose board leadership well. You need individuals who
believe passionately in your mission, vision and work.
Leaders who give generously according to their means.
They must carve out time for board service and fund
development work, invest in the development office, and
share their networks of influence and affluence.
CORPORATIONS
$17.88
Donor Engagement and Stewardship
The more engaged a donor is, the more likely she is
to give. Do you have a robust suite of engagement
opportunities that are interactive and thinking, feeling, and
doing components? Tapping into professional expertise
and including family members results in larger gifts.
Nothing raises more money than excellent stewardship.
Thanking donors within 24 to
48 hours. Picking up the phone and calling
new donors. Six months after the gift, sharing the impact
of giving through a variety of mediums and from a variety
of voices. Stewardship deserves a chapter of its own.
When done well, it increases retention, upgrades, and
bequests, and feeds the major gift pipeline. It inspires
viral marketing and passionate advocacy.
Make stewardship happen no matter what new or old
fundraising strategies you employ.
Recognized as an excellent consultant and presenter, Karen
receives invitations from all over the United States and the
world. CASE awarded Karen the Crystal Apple for Outstanding
Teaching and Public Speaking and the Ashmore Award for
Outstanding Service. Karen serves on the Woodrow Wilson
National Fellowship Foundation board, and is an adjunct faculty
member for Johns Hopkins University.
3
DONOR RETENTION
WILL ALWAYS MATTER
SHANON DOOLITTLE
FUNDRAISING + DONOR HAPPINESS COACH
If the importance of donor retention isn’t woven into your nonprofit’s
culture, if creating deeper donor relationships isn’t as automatic as you
checking email in the morning, if it’s not A TOP PRIORI TY, you will
never get better at fundraising.
WWW.SHANONDOOLITTLE.COM | @SLDOOLITTLE
I hate to admit it, but I’ve been doing a lot of
exclamation mark parenting lately. And mostly because, even though I’ve asked
my kids not to do something a thousand times, they continue to do it.
Por ejemplo: For weeks, I kept finding scraps
of paper all over the house. On the kitchen
floor. Behind the couch. In the closet. It was a
major case of art projects gone wild. And I tried
everything to make it stop: rules, timeouts, and
shameless, sugar-based bribery.
Then one night, after struggling to get the kids
in pajamas and their teeth brushed and flossed,
I pulled back their bed covers only to find
MORE PAPER SCRAPS. And I lost it. I won’t
repeat my words, but let’s just say, I wish my
kids had had on baby earmuffs.
Dear reader, it’s moments like these that call
for some serious self-reflection. It was clear
that whatever I’d be been doing to change
my kids’ behavior was not working. Through
tears of frustration and regret, I apologized for
letting scary-yelling-mommy out of her spooky
hidey-hole. Then I asked the kids if they had
any ideas.
“Maybe,” said my seven-year-old, “you could
tie the scissors to the kitchen table. Like at the
doctor’s office. You know, how they do with the
pens.” Problem solved.
4
several thank you phone calls every day after lunch.
something else altogether: chasing shiny squirrels. It’s
to-do list. Oh, we talk about it. But if you look
gratifying at the time. The rest goes in the “I’ll get to it
optional. Or at least lower on the fundraising
human nature. We do what seems most easy/urgent/fun/
at the resources we put into donor care versus
later” bucket.
everything else, it’s clear we’re not walking the
walk. Heck, we’re barely even crawling.
Truth bomb: Donor retention is not optional.
It’s exactly the opposite of optional: it is
fundamental. If you don’t keep your donors,
you lose them. (Obviously.) And that means you
won’t raise more money, fundraising will get
harder, and your mission will suffer.
Along with many others before me, I’ve tried
everything: begging, lecturing, eye-rolling,
bribing, and yes, occasionally yelling, i.e.,
typing in ALL CAPS. Yet, nonprofits continue to
lose donors. At a scary-yelling-mommy rate.
It’s time to tie some scissors to the table.
The fact is there’s nothing new I can tell you
about donor retention. It’s not some new fad.
My kids know they shouldn’t cut paper behind
the couch. And you know it costs way more to
get a new donor to keep one. You know repeat
donors are more likely to give more and bigger
end with nonprofits who don’t take better care
keeping donors happy is how the doors of your
your donors. Actually, I know you do or you wouldn’t
belief that making donors feel appreciated is
gifts. You know that if you don’t take care
of their donors. Somehow there’s this (crazy!)
Making it automatic. Write a handful of thank-you notes
going to assume that you respect, love, and appreciate
be reading this. Or maybe the real problem here is
So what does this have to do with donor
retention? Well, in similar fashion, I’m at my wit’s
So I’m going to employ a different tactic here. I’m
of your donors, they’ll leave. And you know,
nonprofit will stay wide open.
But there is no later. Because donor retention? Is your
nonprofit’s future.
If I asked you why you aren’t taking better care of
your donors, you might say that you don’t have the
“bandwidth”. But I think you do. You just aren’t tying the
scissors to the kitchen table.
If the importance of donor retention isn’t woven into your
nonprofit’s culture, if creating deeper donor relationships
isn’t as automatic as you checking email in the morning,
if it’s not A TOP PRIORITY (sorry for yelling), you will
never get better at fundraising. Instead, you’ll continue
to respond to emails, attend endless meetings, stare at
spreadsheets, read free e-books (ahem)—and neglect
your donors.
Remember that whole self-reflection thing? It’s time.
What you’re doing now isn’t changing your donors’
behavior. So here’s what you’re going to do instead:
before you turn your computer on each day. Make
Tying it to consequences. Insist that the success of not
just your development department, but also the entire
organization, be tied directly to donor retention.
Rewarding it. Whoevers writes the most thank-you cards
this month gets a Starbucks gift card. Or whoever enters
all their stewardship actions on time this quarter, gets an
extra day of PTO.
Making it easy. Provide busy volunteers, board members
and staff with cut-and-paste language, templates, scripts,
stamps and stationery. You could even share a bucket of
paper scraps. Get creative!
Bottom line: The only way your mission succeeds—now
and in the future—is with happier, more loyal donors. And
the only way to create happier, more loyal donors is to
make loving them job number one.
PROBLEM SOLVED.
Shanon Doolittle is a donor-obsessed fundraising coach who
helps clients skyrocket their donor retention rates. A soughtafter speaker and trainer, she loves sharing the know-how
fundraisers need to keep their donors feeling appreciated and
needed—while making their job as do-gooders feel fun and
inspiring too.
YOU ARE GOING TO MAKE DONOR RETENTION
FUNDAMENTAL BY:
Making it cultural. Include donor stewardship
activities in every staff and board member’s job
description, onboarding, training, and professional
development plans.
5
DONOR RETENTION
WILL ALWAYS MATTER
SHANON DOOLITTLE
FUNDRAISING + DONOR HAPPINESS COACH
If the importance of donor retention isn’t woven into your nonprofit’s
culture, if creating deeper donor relationships isn’t as automatic as you
checking email in the morning, if it’s not A TOP PRIORI TY, you will
never get better at fundraising.
WWW.SHANONDOOLITTLE.COM | @SLDOOLITTLE
I hate to admit it, but I’ve been doing a lot of
exclamation mark parenting lately. And mostly because, even though I’ve asked
my kids not to do something a thousand times, they continue to do it.
Por ejemplo: For weeks, I kept finding scraps
of paper all over the house. On the kitchen
floor. Behind the couch. In the closet. It was a
major case of art projects gone wild. And I tried
everything to make it stop: rules, timeouts, and
shameless, sugar-based bribery.
Then one night, after struggling to get the kids
in pajamas and their teeth brushed and flossed,
I pulled back their bed covers only to find
MORE PAPER SCRAPS. And I lost it. I won’t
repeat my words, but let’s just say, I wish my
kids had had on baby earmuffs.
Dear reader, it’s moments like these that call
for some serious self-reflection. It was clear
that whatever I’d be been doing to change
my kids’ behavior was not working. Through
tears of frustration and regret, I apologized for
letting scary-yelling-mommy out of her spooky
hidey-hole. Then I asked the kids if they had
any ideas.
“Maybe,” said my seven-year-old, “you could
tie the scissors to the kitchen table. Like at the
doctor’s office. You know, how they do with the
pens.” Problem solved.
4
several thank you phone calls every day after lunch.
something else altogether: chasing shiny squirrels. It’s
to-do list. Oh, we talk about it. But if you look
gratifying at the time. The rest goes in the “I’ll get to it
optional. Or at least lower on the fundraising
human nature. We do what seems most easy/urgent/fun/
at the resources we put into donor care versus
later” bucket.
everything else, it’s clear we’re not walking the
walk. Heck, we’re barely even crawling.
Truth bomb: Donor retention is not optional.
It’s exactly the opposite of optional: it is
fundamental. If you don’t keep your donors,
you lose them. (Obviously.) And that means you
won’t raise more money, fundraising will get
harder, and your mission will suffer.
Along with many others before me, I’ve tried
everything: begging, lecturing, eye-rolling,
bribing, and yes, occasionally yelling, i.e.,
typing in ALL CAPS. Yet, nonprofits continue to
lose donors. At a scary-yelling-mommy rate.
It’s time to tie some scissors to the table.
The fact is there’s nothing new I can tell you
about donor retention. It’s not some new fad.
My kids know they shouldn’t cut paper behind
the couch. And you know it costs way more to
get a new donor to keep one. You know repeat
donors are more likely to give more and bigger
end with nonprofits who don’t take better care
keeping donors happy is how the doors of your
your donors. Actually, I know you do or you wouldn’t
belief that making donors feel appreciated is
gifts. You know that if you don’t take care
of their donors. Somehow there’s this (crazy!)
Making it automatic. Write a handful of thank-you notes
going to assume that you respect, love, and appreciate
be reading this. Or maybe the real problem here is
So what does this have to do with donor
retention? Well, in similar fashion, I’m at my wit’s
So I’m going to employ a different tactic here. I’m
of your donors, they’ll leave. And you know,
nonprofit will stay wide open.
But there is no later. Because donor retention? Is your
nonprofit’s future.
If I asked you why you aren’t taking better care of
your donors, you might say that you don’t have the
“bandwidth”. But I think you do. You just aren’t tying the
scissors to the kitchen table.
If the importance of donor retention isn’t woven into your
nonprofit’s culture, if creating deeper donor relationships
isn’t as automatic as you checking email in the morning,
if it’s not A TOP PRIORITY (sorry for yelling), you will
never get better at fundraising. Instead, you’ll continue
to respond to emails, attend endless meetings, stare at
spreadsheets, read free e-books (ahem)—and neglect
your donors.
Remember that whole self-reflection thing? It’s time.
What you’re doing now isn’t changing your donors’
behavior. So here’s what you’re going to do instead:
before you turn your computer on each day. Make
Tying it to consequences. Insist that the success of not
just your development department, but also the entire
organization, be tied directly to donor retention.
Rewarding it. Whoevers writes the most thank-you cards
this month gets a Starbucks gift card. Or whoever enters
all their stewardship actions on time this quarter, gets an
extra day of PTO.
Making it easy. Provide busy volunteers, board members
and staff with cut-and-paste language, templates, scripts,
stamps and stationery. You could even share a bucket of
paper scraps. Get creative!
Bottom line: The only way your mission succeeds—now
and in the future—is with happier, more loyal donors. And
the only way to create happier, more loyal donors is to
make loving them job number one.
PROBLEM SOLVED.
Shanon Doolittle is a donor-obsessed fundraising coach who
helps clients skyrocket their donor retention rates. A soughtafter speaker and trainer, she loves sharing the know-how
fundraisers need to keep their donors feeling appreciated and
needed—while making their job as do-gooders feel fun and
inspiring too.
YOU ARE GOING TO MAKE DONOR RETENTION
FUNDAMENTAL BY:
Making it cultural. Include donor stewardship
activities in every staff and board member’s job
description, onboarding, training, and professional
development plans.
5
EVOLUTION OF
THE SECTOR
JEFF SHUCK
CHIEF EXECUTIVE OFFICER
PLENTY | WWW.PLENTYCONSULTING.COM | @JEFFSHUCK
It is obvious to say that we live in a rapidly changing world, but
it’s true. The world of the next ten years is going to operate on
dramatically different rules than the world we are used to.
On the economic front, we appear to be
enjoying some modest expansion after
years of tepid growth. And yet, as the
price of oil decreases and the anxiety
of European central banks increases,
we can imagine that the economic
uncertainty of the last decade hasn’t
completely left us. It could be that in a
globalized economy, uncertainty is the
new normal.
We’ve seen the continued increase in
the importance of tracking, managing,
and learning from data, as computer
models—and the expectations of our
constituents—become more and more
sophisticated. Our donors, educated
by and acclimated to the mass
personalization available to them from
Netflix and Amazon and Apple, wonder
why we can’t seem to keep up.
Internationally, the old orders and
regimes continue to pass away, and
new areas of the world emerge. Some
are friendly, some are less so. All will
work to redraw the maps we’ve grown
up with.
We’ve watched the maturation of social
media as the de facto standard for how
we communicate with one another. It is
more obvious than ever that we live in
a peer-to-peer world. We get our news
from Facebook; we decide where to
eat based on Yelp; we share our lives
on Instagram; we experience parental
inadequacy through Pinterest. We’ve
become part of a new age in which a
centuries-old communal fabric has been
We know we are at the cusp of a
massive transition in our donor base,
as the largest generational transfer of
wealth in history begins. Those in the
Greatest Generation are walking into
their twilight years. The activism of the
Baby Boomers is passing to ready, but
perhaps reluctant leaders in Generation
X, followed closely behind, of course, by
the Millennials, who are chomping at the
bit to assert themselves philanthropically.
6
digitized and accelerated.
And politically, the recent elections and
the tiresome campaigns leading up to
them reminded us that authenticity and
impact are more critical than ever. Our
donors and participants are yearning for
change that extends beyond sound bites. They
increasingly look to our sector for visions of what
is possible.
If one thing is clear, it is that the next ten years will
bear only a passing resemblance to the past ten.
We need to realize that our constituents
are also a product of this evolving world.
These economic, geopolitical, generational,
technological, and business trends are not
only transforming our landscape— they are
transforming the worldviews of our constituents,
too. In other words, if we spend too much time
trying to get our bearings, we’ll lose the chance
to be a part of the change in which our donors
are already participating.
What does that mean for us?
One, it probably means—and sorry to say this—
that we need to move more quickly. Hierarchical
management, multilayer approval processes,
strict branding guidelines without underlying
common values—none of these really fit in a
networked, global, interconnected, peer-enabled
world. By the time you decide what you want
to do and approve what you want to say, your
constituents have already done it and said it.
It means that we will increasingly find that our
constituents expect sophisticated sharing, social,
and networking tools. We’re a long way past “ask
three of your friends for a gift”; our constituents
are often more aware of peer-to-peer tools than
we are. In this new world, we need to look for
ways to peer-enable all of our efforts.
It means that we as fundraising leaders need to
do a better job of watching and listening. Very
often, the largest and most successful programs
started not at headquarters but from volunteers
in the field. The Ice Bucket Challenge was the
latest in a long line of campaigns that surfaced
directly from constituents. If your organization
is searching for new ideas on experience,
acquisition, or retention, you’ll likely find
inspiration at the local level.
And finally, it means that as fundraising leaders
we need to be advocates for investments in
mission delivery. The world is now one of complete
transparency, unlimited choice, and vast data.
These dynamics mean that our constituents are
well aware of both what we are asking them to do
and what we are actually doing.
Authenticity is the new imperative. Change is the
new case for support. Our constituents are more
inspired and more informed than ever before.
In an environment of massive change, magical
technology, limitless data, instant celebrity, and
prompt obscurity, what matters more than ever
is simply impact. Impact is the real silver bullet
of fundraising. What are you doing with the
money? As fundraising leaders, we must get
increasingly involved with the delivery side of our
organizations. What are we doing? How are we
measuring it? To what extent are our programs
moving the needle?
This is the ultimate implication of donor-driven
fundraising: Our donors are not parting with
money to make a gift; our donors are giving a
gift to make a difference.
There is plenty to do. The world is changing on
its own, but it isn’t going to improve without us.
Now is our time. Let’s make the most of it.
Jeff Shuck is the founder and CEO of Plenty, a consultancy
that helps nonprofits harness the potential of peer-to-peer
fundraising. Prior to founding Plenty, Jeff was the co-founder
and CEO of Event 360, the nation’s leading event fundraising
firm. His expertise on social impact, fundraising, and change has
been featured in a variety of publications including Forbes, the
Wall Street Journal, Marketplace, and Sports Illustrated.
7
EVOLUTION OF
THE SECTOR
JEFF SHUCK
PLENTY | WWW.PLENTYCONSULTING.COM | @JEFFSHUCK
It is obvious to say that we live in a rapidly changing world, but
it’s true. The world of the next ten years is going to operate on
dramatically different rules than the world we are used to.
On the economic front, we appear to be
enjoying some modest expansion after
years of tepid growth. And yet, as the
price of oil decreases and the anxiety
of European central banks increases,
we can imagine that the economic
uncertainty of the last decade hasn’t
completely left us. It could be that in a
globalized economy, uncertainty is the
new normal.
We’ve seen the continued increase in
the importance of tracking, managing,
and learning from data, as computer
models—and the expectations of our
constituents—become more and more
sophisticated. Our donors, educated
by and acclimated to the mass
personalization available to them from
Netflix and Amazon and Apple, wonder
why we can’t seem to keep up.
Internationally, the old orders and
regimes continue to pass away, and
new areas of the world emerge. Some
are friendly, some are less so. All will
work to redraw the maps we’ve grown
up with.
We’ve watched the maturation of social
media as the de facto standard for how
we communicate with one another. It is
more obvious than ever that we live in
a peer-to-peer world. We get our news
from Facebook; we decide where to
eat based on Yelp; we share our lives
on Instagram; we experience parental
inadequacy through Pinterest. We’ve
become part of a new age in which a
centuries-old communal fabric has been
We know we are at the cusp of a
massive transition in our donor base,
as the largest generational transfer of
wealth in history begins. Those in the
Greatest Generation are walking into
their twilight years. The activism of the
Baby Boomers is passing to ready, but
perhaps reluctant leaders in Generation
X, followed closely behind, of course, by
the Millennials, who are chomping at the
bit to assert themselves philanthropically.
6
digitized and accelerated.
And politically, the recent elections and
the tiresome campaigns leading up to
them reminded us that authenticity and
impact are more critical than ever. Our
donors and participants are yearning for
change that extends beyond sound bites. They
increasingly look to our sector for visions of what
is possible.
If one thing is clear, it is that the next ten years will
bear only a passing resemblance to the past ten.
We need to realize that our constituents
are also a product of this evolving world.
These economic, geopolitical, generational,
technological, and business trends are not
only transforming our landscape— they are
transforming the worldviews of our constituents,
too. In other words, if we spend too much time
trying to get our bearings, we’ll lose the chance
to be a part of the change in which our donors
are already participating.
What does that mean for us?
One, it probably means—and sorry to say this—
that we need to move more quickly. Hierarchical
management, multilayer approval processes,
strict branding guidelines without underlying
common values—none of these really fit in a
networked, global, interconnected, peer-enabled
world. By the time you decide what you want
to do and approve what you want to say, your
constituents have already done it and said it.
It means that we will increasingly find that our
constituents expect sophisticated sharing, social,
and networking tools. We’re a long way past “ask
three of your friends for a gift”; our constituents
are often more aware of peer-to-peer tools than
we are. In this new world, we need to look for
ways to peer-enable all of our efforts.
It means that we as fundraising leaders need to
do a better job of watching and listening. Very
often, the largest and most successful programs
started not at headquarters but from volunteers
in the field. The Ice Bucket Challenge was the
latest in a long line of campaigns that surfaced
directly from constituents. If your organization
is searching for new ideas on experience,
acquisition, or retention, you’ll likely find
inspiration at the local level.
And finally, it means that as fundraising leaders
we need to be advocates for investments in
mission delivery. The world is now one of complete
transparency, unlimited choice, and vast data.
These dynamics mean that our constituents are
well aware of both what we are asking them to do
and what we are actually doing.
Authenticity is the new imperative. Change is the
new case for support. Our constituents are more
inspired and more informed than ever before.
In an environment of massive change, magical
technology, limitless data, instant celebrity, and
prompt obscurity, what matters more than ever
is simply impact. Impact is the real silver bullet
of fundraising. What are you doing with the
money? As fundraising leaders, we must get
increasingly involved with the delivery side of our
organizations. What are we doing? How are we
measuring it? To what extent are our programs
moving the needle?
This is the ultimate implication of donor-driven
fundraising: Our donors are not parting with
money to make a gift; our donors are giving a
gift to make a difference.
There is plenty to do. The world is changing on
its own, but it isn’t going to improve without us.
Now is our time. Let’s make the most of it.
Jeff Shuck is the founder and CEO of Plenty, a consultancy
that helps nonprofits harness the potential of peer-to-peer
fundraising. Prior to founding Plenty, Jeff was the co-founder
and CEO of Event 360, the nation’s leading event fundraising
firm. His expertise on social impact, fundraising, and change has
been featured in a variety of publications including Forbes, the
Wall Street Journal, Marketplace, and Sports Illustrated.
7
THE EVOLUTION OF THE SECTOR
THE BEST ADVERTISING:
PEER-TO-PEER
FUNDRAISING
JENNIFER ASHBAUGH
PEER-TO-PEER FUNDRAISING EXPERT
While Peer to Peer fundraising looks different
today, I believe we’re actually witnessing a
return to the roots of Peer-to-Peer fundraising.
BIG BROTHERS, BIG SISTERS | WWW.BBBS.ORG | @OKJENASHBAUGH
In the last 50 years, the Peer-to-Peer industry has
creating and sustaining new events, we cannot blind
to tell us what they care about, whether that is a new
proved that almost any activity—walking, running, biking, jumping, scaling
out of a desire to participate in a unique activity for a
organization is doing to end hunger in my community.
buildings, golfing, shaving heads, not shaving faces—can be a fundraiser
that raises significant money for nonprofits. In fact, if you went back to the
early days of peer-to-peer events, you might not recognize them. Years ago,
we collected pledges and suggested a $10 donation. But according to the
latest numbers from Blackbaud, in 2014 the average donation was closer to
$100. With the advent of online fundraising tools, most organizations have
moved away from the old-fashioned pledges and invoices. Perhaps most
remarkably, in the old days, nonprofits hoped our participants would raise
$100, and today it is common for events to see a significant number
of people willing to raise $1,000 or more for a cause they care about.
With the growing success of peer-to-
peer events, we’ve also seen increased
competition, as new events enter the
marketplace and established organizations
struggle to see significant increases in
fundraising. With more opportunities,
fundraisers are able to look for the best fit,
both in terms of the cause and the actual
event details. Nonprofits routinely handle
requests for events held at a specific date or
time or location. Fundraisers expect a range
a tools to help them reach higher and higher
fundraising goals. Some fundraisers want
to create their own fundraising initiative that
over time turns into a stand-alone event.
Increasingly, fundraisers are looking for—and
finding!—experiences that fit their interests
and their schedules.
8
While it may look different today, we’re
actually witnessing a return to the roots of
peer-to-peer fundraising. If we look back
to when these events started, many began
with a connection to the activity and the
cause. For example, Big Brothers Big Sisters
started “Bowl for Kids’ Sake” in the golden
era of bowling popularity, when pro bowlers
earned more money than NFL, MLB, or
PGA athletes. The popularity of the activity
made it easy for us to attract community
support for a new fundraiser. With the rise
in popularity of CrossFit training, Ironman
Triathlons, mud runs/color runs/zombie runs,
new peer-to-peer fundraising events feature
endurance or obstacle course elements to
tap into this enthusiasm. While we must
be realistic about the workload involved in
ourselves to the reality that peer-to-peer events grew
good cause. In fact, our organization has found ways
to incorporate popular elements into our fundraiser.
Some Big Brothers Big Sisters agencies encourage
fundraisers to show up in a costume, some have
incorporated carnival elements, while some have
added cocktail party elements, and at least one
location hosted a zombie bowl! Fundamentally, your
event needs to be an event that your supporters want
to attend and an event where they can invite their
friends, family, or coworkers to join them.
album, a new season of The Bachelor, or what an
Advertisers will tell you that the best advertising
is word of mouth. No company can pay for the
endorsement of your nearest and dearest. This is
exactly why Peer-to-Peer fundraising will always
be the future of fundraising. In order to generate
community support and the vital dollars needed
to implement our visions, organizations must find
passionate supporters and provide them with an
opportunity to share their commitment within their
networks. This year millions of people will send emails
While the activity needs to be a good fit, connection to
to support a 5K event, pass envelopes around work
participate in our events. While popular event activities
to be the top fundraiser at a bowling party. I’m sure
in our messaging. If you look at back to the early days
But no matter what the event looks like, you can count
ask that was some version of “Will you donate ten
have a good time, and change the world.
a cause is still the biggest reason why top fundraisers
to collect for a mud run, or auction off a parking spot
have shifted, we’ve seen the biggest transformation
in ten more years they will be doing it a different way.
of peer-to-peer fundraising, most fundraisers had an
on a group of people coming together to raise money,
cents for every bowling pin I knock down?” Our early
fundraisers had a strong connection to our mission,
but most of their messages focused on supporting
an activity. Compare that to the more common
Jennifer Ashbaugh loves helping nonprofits dust themselves off,
try something new, and change the world. Rumored to yell to
loudly at sporting events.
messages we see today. “My mom was diagnosed
with Alzheimer’s earlier this year, and the Alzheimer’s
Association has helped us navigate her diagnosis.
I want to raise $2,500 to help them find a cure. Will
you donate to our team today for the Walk to End
Alzheimer’s?” Perhaps in the age of Yelp, Facebook,
and Twitter, we are more comfortable sharing our
experiences with friends and family (and sometimes
the public at large). But in reality, social media just
makes it easier than ever for the people we care about
9
THE BEST ADVERTISING:
PEER-TO-PEER
FUNDRAISING
JENNIFER ASHBAUGH
PEER-TO-PEER FUNDRAISING EXPERT
While Peer to Peer fundraising looks different
today, I believe we’re actually witnessing a
return to the roots of Peer-to-Peer fundraising.
BIG BROTHERS, BIG SISTERS | WWW.BBBS.ORG | @OKJENASHBAUGH
In the last 50 years, the Peer-to-Peer industry has
creating and sustaining new events, we cannot blind
to tell us what they care about, whether that is a new
proved that almost any activity—walking, running, biking, jumping, scaling
out of a desire to participate in a unique activity for a
organization is doing to end hunger in my community.
buildings, golfing, shaving heads, not shaving faces—can be a fundraiser
that raises significant money for nonprofits. In fact, if you went back to the
early days of peer-to-peer events, you might not recognize them. Years ago,
we collected pledges and suggested a $10 donation. But according to the
latest numbers from Blackbaud, in 2014 the average donation was closer to
$100. With the advent of online fundraising tools, most organizations have
moved away from the old-fashioned pledges and invoices. Perhaps most
remarkably, in the old days, nonprofits hoped our participants would raise
$100, and today it is common for events to see a significant number
of people willing to raise $1,000 or more for a cause they care about.
With the growing success of peer-to-
peer events, we’ve also seen increased
competition, as new events enter the
marketplace and established organizations
struggle to see significant increases in
fundraising. With more opportunities,
fundraisers are able to look for the best fit,
both in terms of the cause and the actual
event details. Nonprofits routinely handle
requests for events held at a specific date or
time or location. Fundraisers expect a range
a tools to help them reach higher and higher
fundraising goals. Some fundraisers want
to create their own fundraising initiative that
over time turns into a stand-alone event.
Increasingly, fundraisers are looking for—and
finding!—experiences that fit their interests
and their schedules.
8
While it may look different today, we’re
actually witnessing a return to the roots of
peer-to-peer fundraising. If we look back
to when these events started, many began
with a connection to the activity and the
cause. For example, Big Brothers Big Sisters
started “Bowl for Kids’ Sake” in the golden
era of bowling popularity, when pro bowlers
earned more money than NFL, MLB, or
PGA athletes. The popularity of the activity
made it easy for us to attract community
support for a new fundraiser. With the rise
in popularity of CrossFit training, Ironman
Triathlons, mud runs/color runs/zombie runs,
new peer-to-peer fundraising events feature
endurance or obstacle course elements to
tap into this enthusiasm. While we must
be realistic about the workload involved in
ourselves to the reality that peer-to-peer events grew
good cause. In fact, our organization has found ways
to incorporate popular elements into our fundraiser.
Some Big Brothers Big Sisters agencies encourage
fundraisers to show up in a costume, some have
incorporated carnival elements, while some have
added cocktail party elements, and at least one
location hosted a zombie bowl! Fundamentally, your
event needs to be an event that your supporters want
to attend and an event where they can invite their
friends, family, or coworkers to join them.
album, a new season of The Bachelor, or what an
Advertisers will tell you that the best advertising
is word of mouth. No company can pay for the
endorsement of your nearest and dearest. This is
exactly why Peer-to-Peer fundraising will always
be the future of fundraising. In order to generate
community support and the vital dollars needed
to implement our visions, organizations must find
passionate supporters and provide them with an
opportunity to share their commitment within their
networks. This year millions of people will send emails
While the activity needs to be a good fit, connection to
to support a 5K event, pass envelopes around work
participate in our events. While popular event activities
to be the top fundraiser at a bowling party. I’m sure
in our messaging. If you look at back to the early days
But no matter what the event looks like, you can count
ask that was some version of “Will you donate ten
have a good time, and change the world.
a cause is still the biggest reason why top fundraisers
to collect for a mud run, or auction off a parking spot
have shifted, we’ve seen the biggest transformation
in ten more years they will be doing it a different way.
of peer-to-peer fundraising, most fundraisers had an
on a group of people coming together to raise money,
cents for every bowling pin I knock down?” Our early
fundraisers had a strong connection to our mission,
but most of their messages focused on supporting
an activity. Compare that to the more common
Jennifer Ashbaugh loves helping nonprofits dust themselves off,
try something new, and change the world. Rumored to yell to
loudly at sporting events.
messages we see today. “My mom was diagnosed
with Alzheimer’s earlier this year, and the Alzheimer’s
Association has helped us navigate her diagnosis.
I want to raise $2,500 to help them find a cure. Will
you donate to our team today for the Walk to End
Alzheimer’s?” Perhaps in the age of Yelp, Facebook,
and Twitter, we are more comfortable sharing our
experiences with friends and family (and sometimes
the public at large). But in reality, social media just
makes it easier than ever for the people we care about
9
IT DOESN’T HAVE TO
BE COLD TO BE COOL:
CROWDFUNDING IS IN
SIMON LOCKYER
MARKETING DIRECTOR
DEBBI STANLEY
Today, people want to see the full impact of their charitable
efforts. It has always been about more than just the money,
yet donors were lost on how to share their effort.
SENIOR MANAGER, CUSTOMER SUCCESS
BLACKBAUD | BLACKBAUD.COM | @ONPRESOURCE
This past year, news anchors, sports personalities, even
President Obama found themselves showering in ice-cold water, all in the
name of charity. And just like that, crowdfunding was the latest “it” topic.
So why is this new wave of fundraising
fraught with fear?
All of our research has proven that while little
has changed about fundraising over the years,
donor behavior has changed dramatically. Very
few supporters are interested in simply mailing
you a check. If they do, it is probably the only
support that they will give you, and the check
A lot of time, effort and commitment goes
into supporting causes, and much of it goes
unrecognized. All of it contributes to raising
awareness and driving change. People are
demanding to see the broader picture of what
they really give and to feel good about the impact
that they have made.
such as wearable fitness trackers, they have the
ability to tell the world about every step, every
mile, every smile, every share, every like, and
every dollar that they contribute to the cause
You can’t expect every donor to understand your rules.
And that’s ok, because you do. At the board level, make
written policy what is permissible and defines what
actions to take if something doesn’t fit your mission. If a
donor sets up a wine tasting night to fund your alcohol
recovery center, for instance, would step in to help them
make a better decision. Publish these guidelines on your
STEP 3: BE OPEN TO NEW IDEAS.
money for the causes that they care about and
explosion of social media and new technology,
STEP 2: SET POLICY.
someone who will. They are determined to raise
Today, people want to see the full impact of
lost on how to share their effort. Now, with the
make them successful.
It is now your responsibility to help them.
If you don’t show them the way, they will find
more than just the money, yet donors were
easy way track the results of their campaigns and help
website along with suggestions on how donors can best
will be small.
their charitable efforts. It has always been about
A good technology partner can help give your donors an
if anything this last year has taught us, they will
find a way. Changing the world is trending, and
that is a good thing for all of us!
So, what do you do?
STEP 1: FIND A GOOD PARTNER.
help you.
A lot of nonprofits are closing their eyes to the potential,
and by time they get on board, the opportunity is lost.
The industry is changing. Social media makes all things
possible, but it moves very quickly. Be prepared, and
embrace the change. The next new fundraising idea
is not in your boardroom. It is in the playroom, around
the dinner table, or at the backyard BBQ—whichever
Blackbaud of course has a lot of good options
crowd is willing to fundraise for you. Consider creating
newest service, everydayhero, is an excellent
ideas and new ways to guide crowdfunding campaigns.
measure and share in new ways. Everydayhero
business, so it’s up to you to guide the good intentions
that they care most about.
to facilitate do-it-yourself campaigns, and our
an advisory council that can proactively think up new
But you don’t need to read pages of research to
option. Donors are looking for a way to
Always remember though: you are the expert in your
is integrated to major social media partners,
of your supporters.
know that. What you have to understand is that
donor behavior has changed and it will never go
back to the way it was. So get on board with the
cool kids!
including MapMyFitness and VolunteerMatch,
STEP 4: BE INFORMED.
On a recent news report, a high-ranking nonprofit
executive was confused about a crowdfunding
campaign that had gone viral for his charity. Don’t let
that happen to you. Dedicate a short part of every
board meeting and development planning session to a
social media briefing. Crowdfunding campaigns start as
a whisper, but can quickly become a roar. You have to
be listening.
As a nonprofit leader, you want to be in front of this
conversation not following your donors on their journey.
The more engaged your supporters are, they more they
will do for you. The biggest key to success is to make
it easy—for them and for you. Filling that bucket was
easy: it was fun, and it shared well. There are hundreds
of good ideas that haven’t yet been tried.
Simon has over 20 years Board, Management, Advertising,
Marketing and Not for Profit experience. He is a Co-Founder
and the Marketing Director of everydayhero, a pioneering Crowd
Fundraising platform. Everydayhero operates in the United
States, the United Kingdom, New Zealand and Australia and
was acquired by Blackbaud in 2011.
Debbi Stanley, CFRE brings unique fundraising experience
combined with pragmatic nonprofit know-how to help
Blackbaud customers reach their financial goals. Prior to
joining Blackbaud, Debbi was a successful consultant teaching
nonprofits approaches to resource development that properly
leverage existing and pending funds for project sustainability.
to easily track their impact for the cause they
have selected. The key is accountability.
10
11
IT DOESN’T HAVE TO
BE COLD TO BE COOL:
CROWDFUNDING IS IN
SIMON LOCKYER
MARKETING DIRECTOR
DEBBI STANLEY
Today, people want to see the full impact of their charitable
efforts. It has always been about more than just the money,
yet donors were lost on how to share their effort.
SENIOR MANAGER, CUSTOMER SUCCESS
BLACKBAUD | BLACKBAUD.COM | @ONPRESOURCE
This past year, news anchors, sports personalities, even
President Obama found themselves showering in ice-cold water, all in the
name of charity. And just like that, crowdfunding was the latest “it” topic.
So why is this new wave of fundraising
fraught with fear?
All of our research has proven that while little
has changed about fundraising over the years,
donor behavior has changed dramatically. Very
few supporters are interested in simply mailing
you a check. If they do, it is probably the only
support that they will give you, and the check
A lot of time, effort and commitment goes
into supporting causes, and much of it goes
unrecognized. All of it contributes to raising
awareness and driving change. People are
demanding to see the broader picture of what
they really give and to feel good about the impact
that they have made.
such as wearable fitness trackers, they have the
ability to tell the world about every step, every
mile, every smile, every share, every like, and
every dollar that they contribute to the cause
You can’t expect every donor to understand your rules.
And that’s ok, because you do. At the board level, make
written policy what is permissible and defines what
actions to take if something doesn’t fit your mission. If a
donor sets up a wine tasting night to fund your alcohol
recovery center, for instance, would step in to help them
make a better decision. Publish these guidelines on your
STEP 3: BE OPEN TO NEW IDEAS.
money for the causes that they care about and
explosion of social media and new technology,
STEP 2: SET POLICY.
someone who will. They are determined to raise
Today, people want to see the full impact of
lost on how to share their effort. Now, with the
make them successful.
It is now your responsibility to help them.
If you don’t show them the way, they will find
more than just the money, yet donors were
easy way track the results of their campaigns and help
website along with suggestions on how donors can best
will be small.
their charitable efforts. It has always been about
A good technology partner can help give your donors an
if anything this last year has taught us, they will
find a way. Changing the world is trending, and
that is a good thing for all of us!
So, what do you do?
STEP 1: FIND A GOOD PARTNER.
help you.
A lot of nonprofits are closing their eyes to the potential,
and by time they get on board, the opportunity is lost.
The industry is changing. Social media makes all things
possible, but it moves very quickly. Be prepared, and
embrace the change. The next new fundraising idea
is not in your boardroom. It is in the playroom, around
the dinner table, or at the backyard BBQ—whichever
Blackbaud of course has a lot of good options
crowd is willing to fundraise for you. Consider creating
newest service, everydayhero, is an excellent
ideas and new ways to guide crowdfunding campaigns.
measure and share in new ways. Everydayhero
business, so it’s up to you to guide the good intentions
that they care most about.
to facilitate do-it-yourself campaigns, and our
an advisory council that can proactively think up new
But you don’t need to read pages of research to
option. Donors are looking for a way to
Always remember though: you are the expert in your
is integrated to major social media partners,
of your supporters.
know that. What you have to understand is that
donor behavior has changed and it will never go
back to the way it was. So get on board with the
cool kids!
including MapMyFitness and VolunteerMatch,
STEP 4: BE INFORMED.
On a recent news report, a high-ranking nonprofit
executive was confused about a crowdfunding
campaign that had gone viral for his charity. Don’t let
that happen to you. Dedicate a short part of every
board meeting and development planning session to a
social media briefing. Crowdfunding campaigns start as
a whisper, but can quickly become a roar. You have to
be listening.
As a nonprofit leader, you want to be in front of this
conversation not following your donors on their journey.
The more engaged your supporters are, they more they
will do for you. The biggest key to success is to make
it easy—for them and for you. Filling that bucket was
easy: it was fun, and it shared well. There are hundreds
of good ideas that haven’t yet been tried.
Simon has over 20 years Board, Management, Advertising,
Marketing and Not for Profit experience. He is a Co-Founder
and the Marketing Director of everydayhero, a pioneering Crowd
Fundraising platform. Everydayhero operates in the United
States, the United Kingdom, New Zealand and Australia and
was acquired by Blackbaud in 2011.
Debbi Stanley, CFRE brings unique fundraising experience
combined with pragmatic nonprofit know-how to help
Blackbaud customers reach their financial goals. Prior to
joining Blackbaud, Debbi was a successful consultant teaching
nonprofits approaches to resource development that properly
leverage existing and pending funds for project sustainability.
to easily track their impact for the cause they
have selected. The key is accountability.
10
11
WHEN IMPACT
BECOMES RESULTS
HAL WILLIAMS
SENIOR FELLOW
For outcomes to run deep for participants,
they have to run deep for the staff and
leadership of the nonprofit.
THE RENSSELAERVILLE INSTITUTE | HALWILLGUIDE.COM
Much of the focus in donor-centric fundraising centers
on relationships and how to build and sustain them. Make them virtual, not
episodic. Raise engagement. Help donors feel the love in many ways and
through many media. The overall effect is soothing: our products are fine—we
just need to sell them better.
For donors who like to contribute to favorite
groups and worthy causes, nonprofits can stop
there. But what do they do for the increasing
number of donors who want to go beneath
impact at an emotional and aspirational level to
count the number of people who have achieved
a gain from a program they support? These
donors are no longer funding programs. They
are investing in results. To become central
to these donors takes a different mindset.
Nonprofits enter a realm where flowering
words and perpetual good cheer can hurt
more than help. Here’s a quick exercise: in your
key documents, every time you use the terms
“impact” or “goals,” change it to “results.” If the
sentence no longer works well, beware. When
donors become investors, they don’t want to
get specific not about who you are or what you
do, but about what you achieve.
Whether your donors move all the way from
checkwriting to investing for human gain,
most are moving somehow or somewhere.
This reality has led to a mild mania over
outcomes—a flurry of models and templates
advanced to meet the outcome requirement.
Guidestar, Donor Edge, and other databases
add some pressure through their formats to
include information on effectiveness, not just
2. MAKE FUNDRAISING THE HOME BASE
FOR RESULTS.
made the difference to a person. Third, make sure that
No one has more interest in defining, tracking, verifying,
how many other stories like this one you have. Fourth,
and reporting results than those who can use them to
attract money and volunteers. Development must be
at the table for strategy and practice in all realms of the
organization that effect return on donor investment. One
The logic model, theory of change, result-based
useful tactic: at the start of the year, show organizational
Getting the right words in the right columns on a
will greatly impress donors at the end of the year. This
results. The logic resides in the chart more than
specific targets for achievement. You then can turn to
accountability, balanced scorecards, etc...
and program leaders a final results report that you know
format is not the equivalent of generating strong
creates what you need—a vision for human gain and
in the daily decisions of program staff.
crafting strategy and tactics
For outcomes to run deep for participants, they
have to run deep for the staff and leadership
of the nonprofit. Here are five suggestions for
making that happen.
1. MAKE RESULTS THE START NOT
THE END OF PROGRAM PLANNING.
for each kind of story or great success, you can say just
for every five success stories, tell a failure story. Result
donors know that you can’t learn from mistakes you
never made.
5. CREATE SYSTEMS TO TRACK TO SUCCESS.
This hinges on defining milestones—where participants
need to be in programs every quarter to predict that
they will get to intended success. Tracking work plan
completion does not get you there, given the no good
relationship between burn rate of money and participant
progress. Milestones are about what participants get
3. PUT RESULTS FIRST IN VIRTUALLY
EVERY CONVERSATION.
from what you do. While software is important, tracking
Nothing creates a focus on results more than talking
shortfall in milestone logic than by the absence of the
and writing about them. Board and staff meetings start
with updates on participant progress and success
as well as examples of achievement shortfall. You
is much more often thwarted by lack of will and a
right data system. Again, development staff have a huge
stake in reporting to donors that projects are on track to
achieve results with the time and money remaining.
Nonprofits plan projects and programs based
get to money, compliance, and facility issues after
They then add outcomes. How much stronger
and solutions than about problems. At every level
have concepts, tools, and materials that can help you
and verifiable results, then design programs
description” that tells them what they must achieve—
Email me at hal@halwillguide.com if you want them. on structure and process, habit and tradition.
results. More time is spent talking about opportunities
My colleagues and I at The Rensselaerville Institute (TRI)
it would be to first start with intended, clear,
of the organization, every staff person has a “results
forge the platform to use results to raise money.
that will achieve them! Stay away from charts
not simply do—if the organization is to thrive.
answer two questions: How do we define
success—meaning results from our services
4. LET YOUR CONSTITUENTS SPEAK
FOR THEMSELVES.
and programs? And how will we know when
Organizations love to tell stories of how they change
that success has been achieved? Don’t take
lives. You can turn stories into data by taking four steps.
the life out of them by first focusing on what
First, ask your participants to speak for themselves
is measurable. Start with what is important,
rather than through words of helpers. Second, make
recognizing that results are not a component of
sure each story clearly shows just how the program
and graphs at least initially. Just ask and
Hal Williams is Senior Fellow at The Rensselaerville Institute,
a group he headed for many years that helps foundations,
governments, individual donors and the groups they support
to achieve strong results. He is the lead author of Outcome
Funding, a New Approach to Targeted Grantmaking now its
fourth edition.
what you do. They are its point.
compliance and efficiency.
12
13
WHEN IMPACT
BECOMES RESULTS
HAL WILLIAMS
SENIOR FELLOW
For outcomes to run deep for participants,
they have to run deep for the staff and
leadership of the nonprofit.
THE RENSSELAERVILLE INSTITUTE | HALWILLGUIDE.COM
Much of the focus in donor-centric fundraising centers
on relationships and how to build and sustain them. Make them virtual, not
episodic. Raise engagement. Help donors feel the love in many ways and
through many media. The overall effect is soothing: our products are fine—we
just need to sell them better.
For donors who like to contribute to favorite
groups and worthy causes, nonprofits can stop
there. But what do they do for the increasing
number of donors who want to go beneath
impact at an emotional and aspirational level to
count the number of people who have achieved
a gain from a program they support? These
donors are no longer funding programs. They
are investing in results. To become central
to these donors takes a different mindset.
Nonprofits enter a realm where flowering
words and perpetual good cheer can hurt
more than help. Here’s a quick exercise: in your
key documents, every time you use the terms
“impact” or “goals,” change it to “results.” If the
sentence no longer works well, beware. When
donors become investors, they don’t want to
get specific not about who you are or what you
do, but about what you achieve.
Whether your donors move all the way from
checkwriting to investing for human gain,
most are moving somehow or somewhere.
This reality has led to a mild mania over
outcomes—a flurry of models and templates
advanced to meet the outcome requirement.
Guidestar, Donor Edge, and other databases
add some pressure through their formats to
include information on effectiveness, not just
2. MAKE FUNDRAISING THE HOME BASE
FOR RESULTS.
made the difference to a person. Third, make sure that
No one has more interest in defining, tracking, verifying,
how many other stories like this one you have. Fourth,
and reporting results than those who can use them to
attract money and volunteers. Development must be
at the table for strategy and practice in all realms of the
organization that effect return on donor investment. One
The logic model, theory of change, result-based
useful tactic: at the start of the year, show organizational
Getting the right words in the right columns on a
will greatly impress donors at the end of the year. This
results. The logic resides in the chart more than
specific targets for achievement. You then can turn to
accountability, balanced scorecards, etc...
and program leaders a final results report that you know
format is not the equivalent of generating strong
creates what you need—a vision for human gain and
in the daily decisions of program staff.
crafting strategy and tactics
For outcomes to run deep for participants, they
have to run deep for the staff and leadership
of the nonprofit. Here are five suggestions for
making that happen.
1. MAKE RESULTS THE START NOT
THE END OF PROGRAM PLANNING.
for each kind of story or great success, you can say just
for every five success stories, tell a failure story. Result
donors know that you can’t learn from mistakes you
never made.
5. CREATE SYSTEMS TO TRACK TO SUCCESS.
This hinges on defining milestones—where participants
need to be in programs every quarter to predict that
they will get to intended success. Tracking work plan
completion does not get you there, given the no good
relationship between burn rate of money and participant
progress. Milestones are about what participants get
3. PUT RESULTS FIRST IN VIRTUALLY
EVERY CONVERSATION.
from what you do. While software is important, tracking
Nothing creates a focus on results more than talking
shortfall in milestone logic than by the absence of the
and writing about them. Board and staff meetings start
with updates on participant progress and success
as well as examples of achievement shortfall. You
is much more often thwarted by lack of will and a
right data system. Again, development staff have a huge
stake in reporting to donors that projects are on track to
achieve results with the time and money remaining.
Nonprofits plan projects and programs based
get to money, compliance, and facility issues after
They then add outcomes. How much stronger
and solutions than about problems. At every level
have concepts, tools, and materials that can help you
and verifiable results, then design programs
description” that tells them what they must achieve—
Email me at hal@halwillguide.com if you want them. on structure and process, habit and tradition.
results. More time is spent talking about opportunities
My colleagues and I at The Rensselaerville Institute (TRI)
it would be to first start with intended, clear,
of the organization, every staff person has a “results
forge the platform to use results to raise money.
that will achieve them! Stay away from charts
not simply do—if the organization is to thrive.
answer two questions: How do we define
success—meaning results from our services
4. LET YOUR CONSTITUENTS SPEAK
FOR THEMSELVES.
and programs? And how will we know when
Organizations love to tell stories of how they change
that success has been achieved? Don’t take
lives. You can turn stories into data by taking four steps.
the life out of them by first focusing on what
First, ask your participants to speak for themselves
is measurable. Start with what is important,
rather than through words of helpers. Second, make
recognizing that results are not a component of
sure each story clearly shows just how the program
and graphs at least initially. Just ask and
Hal Williams is Senior Fellow at The Rensselaerville Institute,
a group he headed for many years that helps foundations,
governments, individual donors and the groups they support
to achieve strong results. He is the lead author of Outcome
Funding, a New Approach to Targeted Grantmaking now its
fourth edition.
what you do. They are its point.
compliance and efficiency.
12
13
THREE LESSONS FROM:
#GIVINGTUESDAY
HENRY TIMMS
EXECUTIVE DIRECTOR
92ND STREET Y | WWW.92Y.ORG | @HTIMMS
Coming after Black Friday and Cyber Monday,
#GivingTuesday is a celebration and catalyst for giving, volunteering and doing
good for the world. Launched in 2012, #GivingTuesday has made progress
because of the creativity and commitment of people and organizations around
the world, and this participation has led to real results.
In 2014, more than 27,000 organizations
worldwide participated in #GivingTuesday.
A 2014 study by the Indiana University
School of Philanthropy reported a 63%
increase in online giving when compared to
#GivingTuesday 2013, which itself saw a
At the core, we wanted #GivingTuesday to give
a license to experiment and to encourage fresh
approaches and bold ideas. From the start we
were prepared to discover what worked and
what didn’t.
90% increase in online giving.
Looking back over the first three years of
Of course, it’s not just about the data. The
ideas that stand out, not only for giving days but
genesis of #GivingTuesday was more about
emphasizing common values. It arose from the
belief that, during a period that’s so driven by
what we consume—be it turkey or a new DVD
player—there should also be a day when we
get together to give.
The goal of #GivingTuesday was to produce a
groundswell of energy and dedication around
philanthropy—one not just about billionaires,
but about how individuals everywhere can
make the world a little better. We wanted to
create an opening day to the giving season.
#GivingTuesday, we think that there are three big
2. EMPOWER EXPERIMENT
From the get-go #GivingTuesday has been influenced
by the thinking of social entrepreneur and thought
leader Peter Sims. He calls on all of us to embrace the
opportunity. In 2014 the University of Michigan held
Social media gives individuals a sense that they’re part
#GivingBlueDay. The goal was to raise $1 million. By the
characters. Every day we tell stories about ourselves
new record, collecting over $3 million for its programs. By
and we strive to influence narratives with our own
a new name and hashtag could drive activity, Michigan
generation of philanthropists now expects that they can
on students and alumni.
ways.
and us—to try things that are low-stakes but high-
is people’s increasing ability and desire to participate.
its first 24-hour online-giving initiative ever, called
of the action—that events unfold with them as key
end of the day the university announced that it had set a
online: we share information on things we care about,
experimenting with online giving, and by test-driving how
opinions. These behaviors are on the rise, and a
made #GivingBlueDay a big hit that had a large impact
shape every aspect of their lives in more meaningful
1. SHIFT FROM DONORS TO OWNERS
is leading a movement around collaboration that
communities to take ownership of causes.
The Michael J. Fox Foundation used
#GivingTuesday to empower its donors to
share their stories and the reasons why
they support Parkinson’s research. By using
the #unselfie, or selfless selfie—a social
media meme sparked in 2013 as part of
#GivingTuesday—the foundation asked its
These are exciting times in philanthropy.
donors to post pictures on Twitter, Instagram
in smart, interesting ways, including great
energy and content they gathered helped
We are in an era where people will find
social media and more than triple their
We see many people engaging in crowdfunding
and Facebook about why they give. The
successes like the Ice Bucket Challenge.
them offer over 5,000 endorsements on
more innovative ways to support the
fundraising goal.
raised over $3.7 million for local charities.
When it comes to giving days, the big theme to watch
3. ENCOURAGE COLLABORATION
the nonprofit sector is empowering their
partnership fired up organizations across the state and
“little bets” strategy and encourages our community—
for nonprofit work in general.
It has been so impressive to see how
website, toolkits, logos and events, this cross-sector
Jeff Walker, co-author of The Generosity Network,
couldn’t be more important to the nonprofit sector. In
his book, Jeff laid out key advice for nonprofits about
how to approach the next decade by developing
open-spirited, person-to-person connections that lead
to amazing results. He sees collaboration as the key
to new levels of success. In 2014 #GivingTuesday saw
collaborations on a whole new level. Cities, states,
counties and even countries rallied corporations
and nonprofits to localize #GivingTuesday and
maximize the giving in their communities. In Illinois,
the Donors Forum partnered with Groupon to launch
#ILGiveBig, a #GivingTuesday movement that reached
The challenge for organizations now is to be nimble
enough to offer more tailored opportunities that meet the
higher expectations of this new generation of givers. One
size does not fit all. We all need to think hard about how
we can both expand and deepen the connection to our
bases—and fling open the doors to more flexible forms
of crowd engagement. As Executive Director of the 92nd Street Y, Henry creates
programs and movements that foster learning, civic
responsibility, culture and innovation, both in New York City
and around the world. He is the founder of #GivingTuesday, a
global philanthropic movement that engages more than 27,000
partners worldwide. Henry co-authored the “Big Idea” in the
December 2014 edition of Harvard Business Review on “New
Power,” which was just named one of the ten “Ideas of the Year”
by CNN.
over 600 nonprofits. Working together to build a
causes they care about.
14
15
THREE LESSONS FROM:
#GIVINGTUESDAY
HENRY TIMMS
EXECUTIVE DIRECTOR
92ND STREET Y | WWW.92Y.ORG | @HTIMMS
Coming after Black Friday and Cyber Monday,
#GivingTuesday is a celebration and catalyst for giving, volunteering and doing
good for the world. Launched in 2012, #GivingTuesday has made progress
because of the creativity and commitment of people and organizations around
the world, and this participation has led to real results.
In 2014, more than 27,000 organizations
worldwide participated in #GivingTuesday.
A 2014 study by the Indiana University
School of Philanthropy reported a 63%
increase in online giving when compared to
#GivingTuesday 2013, which itself saw a
At the core, we wanted #GivingTuesday to give
a license to experiment and to encourage fresh
approaches and bold ideas. From the start we
were prepared to discover what worked and
what didn’t.
90% increase in online giving.
Looking back over the first three years of
Of course, it’s not just about the data. The
ideas that stand out, not only for giving days but
genesis of #GivingTuesday was more about
emphasizing common values. It arose from the
belief that, during a period that’s so driven by
what we consume—be it turkey or a new DVD
player—there should also be a day when we
get together to give.
The goal of #GivingTuesday was to produce a
groundswell of energy and dedication around
philanthropy—one not just about billionaires,
but about how individuals everywhere can
make the world a little better. We wanted to
create an opening day to the giving season.
#GivingTuesday, we think that there are three big
2. EMPOWER EXPERIMENT
From the get-go #GivingTuesday has been influenced
by the thinking of social entrepreneur and thought
leader Peter Sims. He calls on all of us to embrace the
opportunity. In 2014 the University of Michigan held
Social media gives individuals a sense that they’re part
#GivingBlueDay. The goal was to raise $1 million. By the
characters. Every day we tell stories about ourselves
new record, collecting over $3 million for its programs. By
and we strive to influence narratives with our own
a new name and hashtag could drive activity, Michigan
generation of philanthropists now expects that they can
on students and alumni.
ways.
and us—to try things that are low-stakes but high-
is people’s increasing ability and desire to participate.
its first 24-hour online-giving initiative ever, called
of the action—that events unfold with them as key
end of the day the university announced that it had set a
online: we share information on things we care about,
experimenting with online giving, and by test-driving how
opinions. These behaviors are on the rise, and a
made #GivingBlueDay a big hit that had a large impact
shape every aspect of their lives in more meaningful
1. SHIFT FROM DONORS TO OWNERS
is leading a movement around collaboration that
communities to take ownership of causes.
The Michael J. Fox Foundation used
#GivingTuesday to empower its donors to
share their stories and the reasons why
they support Parkinson’s research. By using
the #unselfie, or selfless selfie—a social
media meme sparked in 2013 as part of
#GivingTuesday—the foundation asked its
These are exciting times in philanthropy.
donors to post pictures on Twitter, Instagram
in smart, interesting ways, including great
energy and content they gathered helped
We are in an era where people will find
social media and more than triple their
We see many people engaging in crowdfunding
and Facebook about why they give. The
successes like the Ice Bucket Challenge.
them offer over 5,000 endorsements on
more innovative ways to support the
fundraising goal.
raised over $3.7 million for local charities.
When it comes to giving days, the big theme to watch
3. ENCOURAGE COLLABORATION
the nonprofit sector is empowering their
partnership fired up organizations across the state and
“little bets” strategy and encourages our community—
for nonprofit work in general.
It has been so impressive to see how
website, toolkits, logos and events, this cross-sector
Jeff Walker, co-author of The Generosity Network,
couldn’t be more important to the nonprofit sector. In
his book, Jeff laid out key advice for nonprofits about
how to approach the next decade by developing
open-spirited, person-to-person connections that lead
to amazing results. He sees collaboration as the key
to new levels of success. In 2014 #GivingTuesday saw
collaborations on a whole new level. Cities, states,
counties and even countries rallied corporations
and nonprofits to localize #GivingTuesday and
maximize the giving in their communities. In Illinois,
the Donors Forum partnered with Groupon to launch
#ILGiveBig, a #GivingTuesday movement that reached
The challenge for organizations now is to be nimble
enough to offer more tailored opportunities that meet the
higher expectations of this new generation of givers. One
size does not fit all. We all need to think hard about how
we can both expand and deepen the connection to our
bases—and fling open the doors to more flexible forms
of crowd engagement. As Executive Director of the 92nd Street Y, Henry creates
programs and movements that foster learning, civic
responsibility, culture and innovation, both in New York City
and around the world. He is the founder of #GivingTuesday, a
global philanthropic movement that engages more than 27,000
partners worldwide. Henry co-authored the “Big Idea” in the
December 2014 edition of Harvard Business Review on “New
Power,” which was just named one of the ten “Ideas of the Year”
by CNN.
over 600 nonprofits. Working together to build a
causes they care about.
14
15
EMBRACING THE CHANGING
DONOR LANDSCAPE
MARK ROVNER
PRINCIPAL, FOUNDER & CEO
SEA CHANGE STRATEGIES | WWW.SEACHANGESTRATEGIES.COM | @MJROVNER
Come gather ‘round people
And admit that the waters
Philanthropy today is a game dominated by middle-aged
white people like me. Until that changes, we have no real
hope of reaching non-white donors in an enduring or
meaningful way. Until the fundraising profession itself is
diverse, we can’t do much more than nibble at the edges.
Around you have grown
And accept it that soon
You’ll be drenched to the bone
Here’s how Silicon Valley Foundation President and
outspoken writer on ethnic philanthropy Dr. Emmett
Carson puts it:
If your time to you
Is worth savin’
Then you better start swimmin’
“Ultimately, the most successful nonprofit organizations
will realize that to attract and maintain a diversified
funding base will require that their boards, staff and
programming also be diverse. Nothing less than a
complete transformation in this regard will be sufficient.”
Or you’ll sink like a stone
For the times they are a-changin’.
—Bob Dylan
We’re in a confusing, chaotic, and tumultuous
moment here in the land of philanthropy (and
everywhere else for that matter). Fundraising is
perhaps harder right now than it has ever been.
It’s human nature to cling to the familiar when
things get crazy. We look for tweaks and small
adjustments to cope—a little more cowbell
here, a little more email there. And oh let’s have
Pinterest while we’re at it.
Tweaking the playbook’s not going to work.
We’re in big picture transition and it’s going to
require big picture thinking to navigate.
How can we reach and engage new
generations of donors? How do we draw the
circle of philanthropy wide enough to embrace
all Americans in an increasingly diverse
nation? What will the practice of fundraising
16
2. EMBRACE THE CHANGE FROM
THE INSIDE OUT.
To me, addressing the diversity issue is far more urgent
than fussing about “reaching younger donors.”
Wherever you roam
Bob Dylan may not have been a fundraiser,
but his timeless words speak to us today with
bracing vigor.
How can you tell if your organization is serious? There’s
at least as much emphasis on donor retention as
there is on acquisition. Your organization truly sees
donors as partners in your work, and not just stats on a
spreadsheet. Your income projections are not based on
magical thinking (good luck with that one) or pressure to
“find more money.” You have a robust mid-level program
that invests in donor relations. You follow your donors
from small gifts all the way through to major donations
and bequests.
look like in five or ten years? These are not
questions that can be addressed by fussing
with the mix of channels or the wording of the
Johnson Box.
We need to dig deeper. Here are some slightly
disjointed thoughts about how to make a
difference in unpredictable times. (And full
disclosure: I’m a middle-aged white male and a
Baby Boomer.)
1. GET SERIOUS.
If you want to future-proof your fundraising
program, you need to start by getting serious
about your fundraising.
Many organizations waste vast amounts of time
and resources on fads (let’s do an ice bucket
challenge!) or vanity projects (let’s have a million
email addresses!). In our experience it’s usually
the board or the CEO that is driving these
distractions, so if you’re a board member or an
executive director, I’m talking to you.
Dr. Carson is also author of the foreword to the justreleased Blackbaud study on the giving habits of
African American, Hispanic, and Asian donors.
The Diversity in Giving Study is available as a free
download at www.blackbaud.com/givingdiversity.
3. STOP OBSESSING ABOUT MILLENNIALS.
I have two of them at home. Trust me, they do a good
enough job obsessing about themselves.
Giving is life-stage dependent. Most Millennials are
preoccupied with launching careers in a mega-crappy
job market, or starting families, or both. According to our
research, millennial giving represents about 11 percent of
all dollars donated—that is not going to go up dramatically
until these folks are further along on their life journey.
On the other hand there is a cohort that’s not getting
nearly the attention it deserves—Generation X. The first
Xers turned 50 in January, which means these folks
are on the threshold of prime giving years. It’s almost
comedic how overlooked Gen-X is, but the joke’s on
those of us who neglect this formidable group. And by
the way, there are far more Xers than you think; according
to Pew, the Gen X population in the United States is
about 65 million folks.
4. SHUT UP AND LISTEN.
I will never know what it’s like to be African American
in 2015, or Latino, or a Generation X woman. But I do
have ears.
As events like Ferguson attest, these are especially
fragile times. It’s a moment to worry less about your own
messaging and framing and whatnot, and to pay far more
attention to honing your listening skills. Listen to donors.
Listen to colleagues. Listen to moral leaders you respect.
And cultivate humility. There’s a wonderful Zen saying:
In the beginner’s mind there are many possibilities; in
the expert’s mind there are few. I don’t care how many
alphabet soup credentials you have after your name—no
one is an expert on what’s going to happen next.
5. THE FUNDAMENTALS ARE THE
FUNDAMENTALS.
Compassion is inherent to human nature. The impulse
to help is universal. And the language of the heart is
storytelling. This holds true whether you’re young, old,
black, green, or crimson. It’s one of the few things you
can bank on staying the same.
6. THINK ABOUT THE BATON PASS
If you are north of 50 like I am, start thinking about
what you can do to contribute to a new generation
of fundraisers. What can you do to prepare your
successors? What skills can you impart? What wisdom
can you share? It may fall to the next generation to do the
heavy lifting of reinventing philanthropy to suit the times—
are you providing the tools they’ll need to do the job?
Change is the inevitable, natural order of things (though
it doesn’t always come as fast and furious as it seems to
be coming now). With humility, focus, and a commitment
to the future, maybe we can speed the transformation
that is clearly overdue in our sector. We certainly have no
excuse not to try.
In his best-selling book Tribes, Seth Godin called Mark a
“fundraising heretic” and a leader in the field of non-profit
communications. Over the course of his 30-year career,
Mark has advanced and helped to reinvent cause-based
communications and public engagement. He is a passionate
diver, is in love with sharks, and is especially committed to
marine conservation issues.
• http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americas-neglected-middle-child/
17
EMBRACING THE CHANGING
DONOR LANDSCAPE
MARK ROVNER
PRINCIPAL, FOUNDER & CEO
SEA CHANGE STRATEGIES | WWW.SEACHANGESTRATEGIES.COM | @MJROVNER
Come gather ‘round people
And admit that the waters
Philanthropy today is a game dominated by middle-aged
white people like me. Until that changes, we have no real
hope of reaching non-white donors in an enduring or
meaningful way. Until the fundraising profession itself is
diverse, we can’t do much more than nibble at the edges.
Around you have grown
And accept it that soon
You’ll be drenched to the bone
Here’s how Silicon Valley Foundation President and
outspoken writer on ethnic philanthropy Dr. Emmett
Carson puts it:
If your time to you
Is worth savin’
Then you better start swimmin’
“Ultimately, the most successful nonprofit organizations
will realize that to attract and maintain a diversified
funding base will require that their boards, staff and
programming also be diverse. Nothing less than a
complete transformation in this regard will be sufficient.”
Or you’ll sink like a stone
For the times they are a-changin’.
—Bob Dylan
We’re in a confusing, chaotic, and tumultuous
moment here in the land of philanthropy (and
everywhere else for that matter). Fundraising is
perhaps harder right now than it has ever been.
It’s human nature to cling to the familiar when
things get crazy. We look for tweaks and small
adjustments to cope—a little more cowbell
here, a little more email there. And oh let’s have
Pinterest while we’re at it.
Tweaking the playbook’s not going to work.
We’re in big picture transition and it’s going to
require big picture thinking to navigate.
How can we reach and engage new
generations of donors? How do we draw the
circle of philanthropy wide enough to embrace
all Americans in an increasingly diverse
nation? What will the practice of fundraising
16
2. EMBRACE THE CHANGE FROM
THE INSIDE OUT.
To me, addressing the diversity issue is far more urgent
than fussing about “reaching younger donors.”
Wherever you roam
Bob Dylan may not have been a fundraiser,
but his timeless words speak to us today with
bracing vigor.
How can you tell if your organization is serious? There’s
at least as much emphasis on donor retention as
there is on acquisition. Your organization truly sees
donors as partners in your work, and not just stats on a
spreadsheet. Your income projections are not based on
magical thinking (good luck with that one) or pressure to
“find more money.” You have a robust mid-level program
that invests in donor relations. You follow your donors
from small gifts all the way through to major donations
and bequests.
look like in five or ten years? These are not
questions that can be addressed by fussing
with the mix of channels or the wording of the
Johnson Box.
We need to dig deeper. Here are some slightly
disjointed thoughts about how to make a
difference in unpredictable times. (And full
disclosure: I’m a middle-aged white male and a
Baby Boomer.)
1. GET SERIOUS.
If you want to future-proof your fundraising
program, you need to start by getting serious
about your fundraising.
Many organizations waste vast amounts of time
and resources on fads (let’s do an ice bucket
challenge!) or vanity projects (let’s have a million
email addresses!). In our experience it’s usually
the board or the CEO that is driving these
distractions, so if you’re a board member or an
executive director, I’m talking to you.
Dr. Carson is also author of the foreword to the justreleased Blackbaud study on the giving habits of
African American, Hispanic, and Asian donors.
The Diversity in Giving Study is available as a free
download at www.blackbaud.com/givingdiversity.
3. STOP OBSESSING ABOUT MILLENNIALS.
I have two of them at home. Trust me, they do a good
enough job obsessing about themselves.
Giving is life-stage dependent. Most Millennials are
preoccupied with launching careers in a mega-crappy
job market, or starting families, or both. According to our
research, millennial giving represents about 11 percent of
all dollars donated—that is not going to go up dramatically
until these folks are further along on their life journey.
On the other hand there is a cohort that’s not getting
nearly the attention it deserves—Generation X. The first
Xers turned 50 in January, which means these folks
are on the threshold of prime giving years. It’s almost
comedic how overlooked Gen-X is, but the joke’s on
those of us who neglect this formidable group. And by
the way, there are far more Xers than you think; according
to Pew, the Gen X population in the United States is
about 65 million folks.
4. SHUT UP AND LISTEN.
I will never know what it’s like to be African American
in 2015, or Latino, or a Generation X woman. But I do
have ears.
As events like Ferguson attest, these are especially
fragile times. It’s a moment to worry less about your own
messaging and framing and whatnot, and to pay far more
attention to honing your listening skills. Listen to donors.
Listen to colleagues. Listen to moral leaders you respect.
And cultivate humility. There’s a wonderful Zen saying:
In the beginner’s mind there are many possibilities; in
the expert’s mind there are few. I don’t care how many
alphabet soup credentials you have after your name—no
one is an expert on what’s going to happen next.
5. THE FUNDAMENTALS ARE THE
FUNDAMENTALS.
Compassion is inherent to human nature. The impulse
to help is universal. And the language of the heart is
storytelling. This holds true whether you’re young, old,
black, green, or crimson. It’s one of the few things you
can bank on staying the same.
6. THINK ABOUT THE BATON PASS
If you are north of 50 like I am, start thinking about
what you can do to contribute to a new generation
of fundraisers. What can you do to prepare your
successors? What skills can you impart? What wisdom
can you share? It may fall to the next generation to do the
heavy lifting of reinventing philanthropy to suit the times—
are you providing the tools they’ll need to do the job?
Change is the inevitable, natural order of things (though
it doesn’t always come as fast and furious as it seems to
be coming now). With humility, focus, and a commitment
to the future, maybe we can speed the transformation
that is clearly overdue in our sector. We certainly have no
excuse not to try.
In his best-selling book Tribes, Seth Godin called Mark a
“fundraising heretic” and a leader in the field of non-profit
communications. Over the course of his 30-year career,
Mark has advanced and helped to reinvent cause-based
communications and public engagement. He is a passionate
diver, is in love with sharks, and is especially committed to
marine conservation issues.
• http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americas-neglected-middle-child/
17
Now, what if we turned out the lights and the
Using data well to make personal asks and
may give – just to keep the lights on! Many,
moving in real-time moves the donor to the
entire gala was in the dark? Some people
TECHNOLOGY
AMY SAMPLE WARD
NONPROFIT TECHNOLOGY NETWORK (NTEN) | WWW.NTEN.ORG | @AMYRSWARD
though, wouldn’t feel the connection, the
pressure, or the personal touch necessary to
make a donation.
When we move to online fundraising, if we
aren’t capturing and using data well, we are
effectively fundraising in the dark.
It’s December 31st, the busiest day for online fundraising. At NTEN,
we’ve got just one email queued up to go out. We still think it’ll have
a good response, because even though we technically have just one
email set to go out, it’s relying on ten or so variables to create custom
content for each recipient—from giving history to membership status
and even conference registration.
Messages earlier in the year-end
fundraising campaign similarly relied
on a dynamic set of variables to ensure
that NTEN’s supporters received
messages based on who they are,
and how they’ve participated in the
community. Technology facilitates
smarter messaging, smarter asks, and
more personalized experiences with
our organization. But NTEN is certainly
not the only organization leveraging
advances in technology to make
fundraising a donor-centric process.
There are a number of shifts taking
place throughout the nonprofit sector,
in organizations of all sizes and
missions, which serve as indicators of
this accelerated change.
DATA
First, let’s talk about data. To do so,
let’s use an example that isn’t about
technology at all: an annual gala.
Many organizations hold large
fundraising events offline where
community members, leaders, board
members, and donors are all gathered
together in one room. Seeing each
other is critical for success.
Board members and staff may be
mingling and even making personal
asks with individuals. Silent auctions
let supporters see how much others
are offering, and encourages a bit
of competition for a good cause.
The paddle raise (oh, the paddle
raise!) combines the ask with the
peer pressure.
18
Data supports us first in planning for
bring individuals together to see the campaign
center of the campaign, not you. If we don’t
really know who we are talking to and we send
out blanket asks, we have no message to share
other than one about us, the organization.
Personalizing messages based on activity,
interests, and behavior lets us transform a
generic message about the organization to
one about each donor, their contribution to our
fundraising campaigns. With a rich and
mission, and our collective impact.
our outreach, we can set realistic goals,
AUTOMATION
complete view of both our constituents and
evaluate past outreach for trends and success,
Taking advantage of all that data and creating
potential donors.
In order to keep your focus on the most
In campaign implementation, capturing and
to take on those tasks where your time and
and identify targets in the pipeline as new
using data also allows us to create the same
dynamics as the offline gala. We can make
personal and meaningful asks if we use our
constituent data to help us segment our list
truly personal messages can be a lot of work.
valuable tasks, you need to rely on automation
attention aren’t well spent. I like to think of this
as letting the robots do their work so staff can
do theirs.
based on actions and previous contributions.
The possibilities with automation may feel
engagement history is critical for fundraising
let’s start with prioritizing efficiency. What do
came to your event, I want to be thanked
someone donates? That action is probably a
ask me to give. It can also help us add
These actions are often administrative
Plus, don’t forget that nondonation
either too complex or too overwhelming, so
appeals—if I already signed your pledge and
you have to do every day or even every time
and recognized for doing so before you
great one to be handed over to the robots!
peer pressure by bringing in real-time stats
so individuals see how others are already
contributing. Think beyond the fundraising
progress thermometer, though, and consider
live donation lists on the website or social
media messages of thanks from staff, board
members, and community leaders.
messages like donation transaction receipts
or subscriber confirmations. You don’t want to
set these messages up and forget about them,
of course; but if they can get sent out on their
own then the better.
Automation isn’t limited to database messages
out to donors. Organizations focused on the
19
Now, what if we turned out the lights and the
Using data well to make personal asks and
may give – just to keep the lights on! Many,
moving in real-time moves the donor to the
entire gala was in the dark? Some people
TECHNOLOGY
AMY SAMPLE WARD
NONPROFIT TECHNOLOGY NETWORK (NTEN) | WWW.NTEN.ORG | @AMYRSWARD
though, wouldn’t feel the connection, the
pressure, or the personal touch necessary to
make a donation.
When we move to online fundraising, if we
aren’t capturing and using data well, we are
effectively fundraising in the dark.
It’s December 31st, the busiest day for online fundraising. At NTEN,
we’ve got just one email queued up to go out. We still think it’ll have
a good response, because even though we technically have just one
email set to go out, it’s relying on ten or so variables to create custom
content for each recipient—from giving history to membership status
and even conference registration.
Messages earlier in the year-end
fundraising campaign similarly relied
on a dynamic set of variables to ensure
that NTEN’s supporters received
messages based on who they are,
and how they’ve participated in the
community. Technology facilitates
smarter messaging, smarter asks, and
more personalized experiences with
our organization. But NTEN is certainly
not the only organization leveraging
advances in technology to make
fundraising a donor-centric process.
There are a number of shifts taking
place throughout the nonprofit sector,
in organizations of all sizes and
missions, which serve as indicators of
this accelerated change.
DATA
First, let’s talk about data. To do so,
let’s use an example that isn’t about
technology at all: an annual gala.
Many organizations hold large
fundraising events offline where
community members, leaders, board
members, and donors are all gathered
together in one room. Seeing each
other is critical for success.
Board members and staff may be
mingling and even making personal
asks with individuals. Silent auctions
let supporters see how much others
are offering, and encourages a bit
of competition for a good cause.
The paddle raise (oh, the paddle
raise!) combines the ask with the
peer pressure.
18
Data supports us first in planning for
bring individuals together to see the campaign
center of the campaign, not you. If we don’t
really know who we are talking to and we send
out blanket asks, we have no message to share
other than one about us, the organization.
Personalizing messages based on activity,
interests, and behavior lets us transform a
generic message about the organization to
one about each donor, their contribution to our
fundraising campaigns. With a rich and
mission, and our collective impact.
our outreach, we can set realistic goals,
AUTOMATION
complete view of both our constituents and
evaluate past outreach for trends and success,
Taking advantage of all that data and creating
potential donors.
In order to keep your focus on the most
In campaign implementation, capturing and
to take on those tasks where your time and
and identify targets in the pipeline as new
using data also allows us to create the same
dynamics as the offline gala. We can make
personal and meaningful asks if we use our
constituent data to help us segment our list
truly personal messages can be a lot of work.
valuable tasks, you need to rely on automation
attention aren’t well spent. I like to think of this
as letting the robots do their work so staff can
do theirs.
based on actions and previous contributions.
The possibilities with automation may feel
engagement history is critical for fundraising
let’s start with prioritizing efficiency. What do
came to your event, I want to be thanked
someone donates? That action is probably a
ask me to give. It can also help us add
These actions are often administrative
Plus, don’t forget that nondonation
either too complex or too overwhelming, so
appeals—if I already signed your pledge and
you have to do every day or even every time
and recognized for doing so before you
great one to be handed over to the robots!
peer pressure by bringing in real-time stats
so individuals see how others are already
contributing. Think beyond the fundraising
progress thermometer, though, and consider
live donation lists on the website or social
media messages of thanks from staff, board
members, and community leaders.
messages like donation transaction receipts
or subscriber confirmations. You don’t want to
set these messages up and forget about them,
of course; but if they can get sent out on their
own then the better.
Automation isn’t limited to database messages
out to donors. Organizations focused on the
19
TECHNOLOGY
personal touch for donors are using automated
All of the data in the world is worthless if
actions. For example, in your organization, a
that we can use to inform our decisions and
notifications to alert staff or board to critical
major gift may be one that is $500 or more.
If someone makes a donation of that size, a
board member receives an email notification
and then can email or call the donor with an
immediate and personal thank you.
We know that first-time donors need a
different kind of follow up than those who
we aren’t looking at it, if it isn’t in a format
strategies, and if we aren’t sure what any of
it means. Likewise, automation of messages,
notifications, and reporting only saves you
time when you’ve invested time to make the
messages relevant, the notifications valuable,
on the donor, we need to focus on our staff.
Training can’t be reserved for the first week
plate while maintaining the donor experience
learning from sector best practices, and
triggered over a series of days and weeks
in your own campaigns all need to be a part
can move messages and outreach off your
on the job. Training on the specific tools,
you want to provide. Set up messages to be
evaluation of what is working and what isn’t
introduce your programs and services, and
invite them into your community with other
non-financial actions.
PEOPLE
Technology is a critical component of
successfully transitioning to donor-centric
fundraising. As much as we may think
technology is about the latest device, trending
smart phone app, or social media platform,
technology is really about people. As a team
or organization, you will not be able to adopt a
donor-focused model if you haven’t invested
first in your staff.
MOBILE
PHILANTHROPY
FRANK BARRY DIRECTOR OF BUSINESS DEVELOPMENT, NEW GROWTH VENTURES & PARTNERS, GLOBAL PAYMENTS
BLACKBAUD. | WWW.BLACKBAUD.COM | @FRANSWAA
and the reporting readable. Before we focus
give regularly. An automated welcome series
after a new donor contributes to thank them,
THE NEW NORMAL:
of ongoing operations.
Before you focus on the next technology trend,
but sure that your staff have the knowledge
and training to make the ask, the process,
and the experience all about the donors.
Amy Sample Ward works with organizations of all sizes and
kinds, and truly believes that by creating strong communities
we can change our world. She co-authored two books and
contributes regularly to publications about social media and
online engagement. She has worked in private philanthropy,
advocacy nonprofit organizations, international nonprofits, web
design companies, and as a consultant.
Did you sleep with your cellphone last night?
That may sound like a crazy question, but it’s not. My mobile phone rests
about 3 feet away from me on my nightstand while I sleep. They are
everywhere—even in the bedroom.
In January of 2014, eMarketer estimated
there would be roughly 4.55 billion mobile
phone users worldwide. Research by Ericsson
confirmed that number in November of
2014 showing there were 4.6 billion mobile
phone users across the globe. To put it in
perspective, that’s 64 percent of the entire
world’s population!
In fact, Ericsson estimates that by 2020, 90
percent of the world’s population over six years
of age will have a mobile phone and around
90 percent of the world´s population will be
covered by mobile broadband networks,
supporting access to the internet.
Still questioning whether the future of your
fundraising strategy will be influenced by
mobile? Think again.
MOBILE IS [BECOMING]
THE NEW NORMAL.
Whether shopping for something on Amazon,
connecting with friends on Facebook, listening
to music on Pandora, paying your bills via a
banking app, sharing photos on Instagram, or
searching for a new job on LinkedIn, mobile
phones are quickly becoming the preferred way
to use the Internet.
20
63 percent (up from 31 percent in 2009) of U.S.
cell phone owners go online using their mobile
phones and 34 percent of those say they mostly
use their cell phone to go online, according to
the Pew Research Center.
MOBILE AS A FUNDRAISING
CORNERSTONE.
We might like to think otherwise, but charitable
giving isn’t immune to the worldwide trend in
mobile and broadband adoption. Although
traditional forms of fundraising still account
for the majority of giving, the old models of
fundraising are slowly, but surely, giving way to
a new paradigm for donor engagement--the
type of donor engagement that involves smartphones and broadband internet access.
In fact, overall giving only grew by 2.1 percent
while online giving grew by nearly 9 percent in
2014 according to the 2014 Charitable Giving
Report by Blackbaud. You can be sure that this
trend will continue and doomed are those who
don’t spend the time thinking through, planning
and executing a strategy that accounts for mobile
proliferation across their donor base. Must I
remind you that Millennials and Generation Z are
growing up with smartphones in hand?
21
TECHNOLOGY
personal touch for donors are using automated
All of the data in the world is worthless if
actions. For example, in your organization, a
that we can use to inform our decisions and
notifications to alert staff or board to critical
major gift may be one that is $500 or more.
If someone makes a donation of that size, a
board member receives an email notification
and then can email or call the donor with an
immediate and personal thank you.
We know that first-time donors need a
different kind of follow up than those who
we aren’t looking at it, if it isn’t in a format
strategies, and if we aren’t sure what any of
it means. Likewise, automation of messages,
notifications, and reporting only saves you
time when you’ve invested time to make the
messages relevant, the notifications valuable,
on the donor, we need to focus on our staff.
Training can’t be reserved for the first week
plate while maintaining the donor experience
learning from sector best practices, and
triggered over a series of days and weeks
in your own campaigns all need to be a part
can move messages and outreach off your
on the job. Training on the specific tools,
you want to provide. Set up messages to be
evaluation of what is working and what isn’t
introduce your programs and services, and
invite them into your community with other
non-financial actions.
PEOPLE
Technology is a critical component of
successfully transitioning to donor-centric
fundraising. As much as we may think
technology is about the latest device, trending
smart phone app, or social media platform,
technology is really about people. As a team
or organization, you will not be able to adopt a
donor-focused model if you haven’t invested
first in your staff.
MOBILE
PHILANTHROPY
FRANK BARRY DIRECTOR OF BUSINESS DEVELOPMENT, NEW GROWTH VENTURES & PARTNERS, GLOBAL PAYMENTS
BLACKBAUD. | WWW.BLACKBAUD.COM | @FRANSWAA
and the reporting readable. Before we focus
give regularly. An automated welcome series
after a new donor contributes to thank them,
THE NEW NORMAL:
of ongoing operations.
Before you focus on the next technology trend,
but sure that your staff have the knowledge
and training to make the ask, the process,
and the experience all about the donors.
Amy Sample Ward works with organizations of all sizes and
kinds, and truly believes that by creating strong communities
we can change our world. She co-authored two books and
contributes regularly to publications about social media and
online engagement. She has worked in private philanthropy,
advocacy nonprofit organizations, international nonprofits, web
design companies, and as a consultant.
Did you sleep with your cellphone last night?
That may sound like a crazy question, but it’s not. My mobile phone rests
about 3 feet away from me on my nightstand while I sleep. They are
everywhere—even in the bedroom.
In January of 2014, eMarketer estimated
there would be roughly 4.55 billion mobile
phone users worldwide. Research by Ericsson
confirmed that number in November of
2014 showing there were 4.6 billion mobile
phone users across the globe. To put it in
perspective, that’s 64 percent of the entire
world’s population!
In fact, Ericsson estimates that by 2020, 90
percent of the world’s population over six years
of age will have a mobile phone and around
90 percent of the world´s population will be
covered by mobile broadband networks,
supporting access to the internet.
Still questioning whether the future of your
fundraising strategy will be influenced by
mobile? Think again.
MOBILE IS [BECOMING]
THE NEW NORMAL.
Whether shopping for something on Amazon,
connecting with friends on Facebook, listening
to music on Pandora, paying your bills via a
banking app, sharing photos on Instagram, or
searching for a new job on LinkedIn, mobile
phones are quickly becoming the preferred way
to use the Internet.
20
63 percent (up from 31 percent in 2009) of U.S.
cell phone owners go online using their mobile
phones and 34 percent of those say they mostly
use their cell phone to go online, according to
the Pew Research Center.
MOBILE AS A FUNDRAISING
CORNERSTONE.
We might like to think otherwise, but charitable
giving isn’t immune to the worldwide trend in
mobile and broadband adoption. Although
traditional forms of fundraising still account
for the majority of giving, the old models of
fundraising are slowly, but surely, giving way to
a new paradigm for donor engagement--the
type of donor engagement that involves smartphones and broadband internet access.
In fact, overall giving only grew by 2.1 percent
while online giving grew by nearly 9 percent in
2014 according to the 2014 Charitable Giving
Report by Blackbaud. You can be sure that this
trend will continue and doomed are those who
don’t spend the time thinking through, planning
and executing a strategy that accounts for mobile
proliferation across their donor base. Must I
remind you that Millennials and Generation Z are
growing up with smartphones in hand?
21
The question is: are you ready?
We’re well beyond the conversation of whether your
website should be mobile friendly, so I won’t waste your
time talking about that. Instead, I have three big reasons
why you should start getting your mobile fundraising
house in order:
1. THE RISE OF THE DIGITAL WALLET.
Beyond mobile phones becoming ubiquitous, we’re
seeing the rise of the smartphone. According to Ericsson,
65–70 percent of all mobile phones sold in Q3 2014 were
smartphones, and by the end of 2016 it’s expected that
the number of smartphone subscriptions will exceed that
of basic cell phones.
This trend, coupled with broadband becoming more
and more accessible, is promoting an even newer trend:
the mobile wallet. Mobile phones are replacing cash,
checks and credit cards as the most convenient way to
complete transactions.
Essentially, a “wallet” (aka digital wallet) refers to an
electronic device that allows an individual to make
e-commerce transactions. This can include purchasing
items online with a computer or using a smartphone to
purchase something at a store.
Apple has done the most to raise awareness of this
technology with the introduction of Apple Pay, but they
were not the first and won’t be the last to jump into the
digital wallet space. The likes of MasterCard, Google, and
PayPal are all vying for a share in this competitive arena.
Why this matters to nonprofits: Your donors will likely
start to use at least one digital wallet over the next
Generation Z. Simplifying the giving process to meet
their needs will be essential.
Questions for consideration: Are you thinking about how to
support donors using digital wallets? Will your website and
donation forms support the concept of a digital wallet?
2. SINGLE-CLICK IS WHERE IT’S AT.
Remember the last purchase you made on Amazon or
iTunes? Yep, that’s exactly what I’m talking about.
Single-click transactions are a natural extension of
the digital wallet. Once a person stores their payment
information digitally, they no longer have to enter it
every time they decide to make a purchase. Instead,
they simply need to login or provide authentification,
bypassing the need for them to re-enter their billing
information every time they complete a transaction.
These applications have gone beyond the digital wallet
and single-click transactions to almost-no-interactionneeded transactions. In the case of Uber and Lyft,
you simply arrive at your destination and exit the car.
Transaction complete. As soon as you’re done with your
“cab” ride you get a receipt. No logging in or credit card
entering. The app already knows who you are because
you’ve installed it on your smartphone, created an
account and stored your credit card information. All you
have to do now is use the service.
Why this matters to nonprofits: Imagine taking this
concept to the world of peer-to-peer fundraising, where
you raise money on behalf of an organization you’re
supporting by running a marathon. Leading up to the
marathon you’ll be training almost daily. What if you
could solicit donations from friends and family in real-time
Questions for consideration: Where could your nonprofit
benefit from embedded donation capabilities? The
opportunities aren’t likely to be immediately obvious, so
take some time to think about it.
Hopefully my original question has taken on a new
meaning. Mobile is truly taking over the world and
nonprofits need to be on alert for how this trend will
impact philanthropy and fundraising. Mobile philanthropy,
digital wallets, single-click donations and embedded
giving are trends that you’ll surely see catching fire in the
very near future.
Frank Barry is the Director of New Growth Ventures, Global
Payments at Blackbaud and blogger at npNGAGE. He digs
helping nonprofits excel at digital marketing, social media and
online fundraising.
based on your training? For every mile you run, a friend
Why this matters to nonprofits: Donors will continue to be
donates one dollar. If your nonprofit had an app that
experience based on their interactions with major brands
could enable real-time giving without the folks having to
from iTunes, then it better be as simple or simpler for
to make a gift.
conditioned to expect a certain level of service and user
could support this type of “embedded fundraising,” you
online. If Apple makes it simple to purchase something
bother with providing their information every time they go
them to give to your nonprofit.
Questions for consideration: Will your website support the
ability for donors to be logged in and make a donation
with a single click, no matter what type of device an
individual is using?
3. EMBEDDED PAYMENTS.
The likes of Uber, Lyft, and others are taking electronic
payments even further. If you haven’t already, install Uber
and take a short “cab” ride just for the experience!
few years -- especially those Millennials and certainly
22
23
The question is: are you ready?
We’re well beyond the conversation of whether your
website should be mobile friendly, so I won’t waste your
time talking about that. Instead, I have three big reasons
why you should start getting your mobile fundraising
house in order:
1. THE RISE OF THE DIGITAL WALLET.
Beyond mobile phones becoming ubiquitous, we’re
seeing the rise of the smartphone. According to Ericsson,
65–70 percent of all mobile phones sold in Q3 2014 were
smartphones, and by the end of 2016 it’s expected that
the number of smartphone subscriptions will exceed that
of basic cell phones.
This trend, coupled with broadband becoming more
and more accessible, is promoting an even newer trend:
the mobile wallet. Mobile phones are replacing cash,
checks and credit cards as the most convenient way to
complete transactions.
Essentially, a “wallet” (aka digital wallet) refers to an
electronic device that allows an individual to make
e-commerce transactions. This can include purchasing
items online with a computer or using a smartphone to
purchase something at a store.
Apple has done the most to raise awareness of this
technology with the introduction of Apple Pay, but they
were not the first and won’t be the last to jump into the
digital wallet space. The likes of MasterCard, Google, and
PayPal are all vying for a share in this competitive arena.
Why this matters to nonprofits: Your donors will likely
start to use at least one digital wallet over the next
Generation Z. Simplifying the giving process to meet
their needs will be essential.
Questions for consideration: Are you thinking about how to
support donors using digital wallets? Will your website and
donation forms support the concept of a digital wallet?
2. SINGLE-CLICK IS WHERE IT’S AT.
Remember the last purchase you made on Amazon or
iTunes? Yep, that’s exactly what I’m talking about.
Single-click transactions are a natural extension of
the digital wallet. Once a person stores their payment
information digitally, they no longer have to enter it
every time they decide to make a purchase. Instead,
they simply need to login or provide authentification,
bypassing the need for them to re-enter their billing
information every time they complete a transaction.
These applications have gone beyond the digital wallet
and single-click transactions to almost-no-interactionneeded transactions. In the case of Uber and Lyft,
you simply arrive at your destination and exit the car.
Transaction complete. As soon as you’re done with your
“cab” ride you get a receipt. No logging in or credit card
entering. The app already knows who you are because
you’ve installed it on your smartphone, created an
account and stored your credit card information. All you
have to do now is use the service.
Why this matters to nonprofits: Imagine taking this
concept to the world of peer-to-peer fundraising, where
you raise money on behalf of an organization you’re
supporting by running a marathon. Leading up to the
marathon you’ll be training almost daily. What if you
could solicit donations from friends and family in real-time
Questions for consideration: Where could your nonprofit
benefit from embedded donation capabilities? The
opportunities aren’t likely to be immediately obvious, so
take some time to think about it.
Hopefully my original question has taken on a new
meaning. Mobile is truly taking over the world and
nonprofits need to be on alert for how this trend will
impact philanthropy and fundraising. Mobile philanthropy,
digital wallets, single-click donations and embedded
giving are trends that you’ll surely see catching fire in the
very near future.
Frank Barry is the Director of New Growth Ventures, Global
Payments at Blackbaud and blogger at npNGAGE. He digs
helping nonprofits excel at digital marketing, social media and
online fundraising.
based on your training? For every mile you run, a friend
Why this matters to nonprofits: Donors will continue to be
donates one dollar. If your nonprofit had an app that
experience based on their interactions with major brands
could enable real-time giving without the folks having to
from iTunes, then it better be as simple or simpler for
to make a gift.
conditioned to expect a certain level of service and user
could support this type of “embedded fundraising,” you
online. If Apple makes it simple to purchase something
bother with providing their information every time they go
them to give to your nonprofit.
Questions for consideration: Will your website support the
ability for donors to be logged in and make a donation
with a single click, no matter what type of device an
individual is using?
3. EMBEDDED PAYMENTS.
The likes of Uber, Lyft, and others are taking electronic
payments even further. If you haven’t already, install Uber
and take a short “cab” ride just for the experience!
few years -- especially those Millennials and certainly
22
23
TECHNOLOGY
THE FUTURE OF
FUNDRAISING
IS IN THE CLOUD
PATRICK CALLIHAN
The sector is shifting rapidly to cloud
technologies for fundraising and rightfully
so, as the cloud ofter offers the advantage
of access, security, collaboration and cost
effectiveness for your organization.
EXECUTIVE DIRECTOR
TECH IMPACT | WWW.TECHIMPACT.ORG | @PJCALLIHAN
Chances are you have heard of the cloud.
You may or may
not have a good idea what it is and how it works. When it comes to fundraising
efficiently and effectively (cheaper, better, faster), the cloud is a game-changer.
Now is a good time to explore the capabilities.
As background, the cloud is not one thing,
it is many things. Cloud computing, in the
simplest form, is the delivery of services over
the internet. In this case it is about Software as
a Service (SaaS) or software delivered over the
internet. So “the cloud” is the place that those
services are being delivered from. That could be
a big-name software company with their own
datacenters to a small startup with a server in
their closet. You will want to know which cloud
you are using and where your data lives.
Cloud computing offers some big advantages
for fundraising, here are a few:
ACCESS
Is data more secure in the cloud? It depends
on where the cloud is. Remember, the
cloud is not one thing, it is where your data
resides. Know your provider and ask about
security. Bigger companies will have more
sophisticated security techniques and
processes. Ask about them, get to know how
your data is being secured. Compare that to
your in house practices. In most cases you
will find a hosted solution significantly more
secure. For companies that offer Software
as a Service, their business depends on the
security of your information. They will take
measures, far beyond an ordinary firewall
Since all you need is a browser to access your
in your back office, to secure your most
you can get access anytime, anywhere, from
secure environment for your data.
cloud-based donor management application,
any browser-enabled device. So right before
you walk into that meeting with your funder,
take a look at their history on your smartphone.
Find out when is the last time they gave,
what their giving history looks like, who their
significant other is, and who their favorite sports
team is to get the conversation started. The
cloud enables access.
24
SECURITY
important asset. The cloud delivers a more
BUSINESS CONTINUITY
We do not like to think about this much. But
if your building lost power, perhaps for an
extended period of time, how would you
provider, your data will be retained in more than one
data center. It will be easily recoverable in a disaster.
The cloud can offer you peace of mind in keeping
your donor information safe and secure.
COST
Servers are expensive. They are expensive to buy and
expensive to maintain. They are machines, and they
eventually break. The cloud offers a solution that does
not require you to purchase that expensive hardware
every few years and pay to keep it in good working order.
There is nothing to own. It allows you to allocate your
resources toward a solution that is independent of your
hardware. Instead of worrying about your server crashing,
you can focus on what matters—advancing your mission.
The cloud offers cost-effective software solutions.
Most software companies in the world are developing
their software to be delivered in the cloud. It is
more efficient and more effective. It will enable your
organization to reach their goals further and faster.
The sector is shifting rapidly to cloud technologies for
fundraising and rightfully so, as the cloud often offers
the advantage of access, security, collaboration, and
cost effectiveness for your organization. The future of
fundraising is in the clouds.
Patrick Callihan is the executive director for Tech Impact, a
national nonprofit whose mission is to empower communities
and nonprofits to use technology to better serve our world.
Patrick is passionate about helping nonprofits make smart
decisions about their technology and leveraging technology to
deliver community based programs.
COLLABORATION
The cloud is always up to date. If you work with team
members across the hall or across the country, cloud
computing allows you to easily collaborate with one
another. You can instantly share information about
your donors with one another. You can see the latest
communications with the donor. You can see the last
event they attended. You can share history with your
manager or another fundraiser. You can see if you
are meeting your individual or team goals and work
together to improve the outcomes. The cloud offers
real-time collaboration.
access your valuable donor information? What
would happen if you sustained a fire in your
office? Would you be able to recover your
valuable data? If you are using a good cloud
25
TECHNOLOGY
THE FUTURE OF
FUNDRAISING
IS IN THE CLOUD
PATRICK CALLIHAN
The sector is shifting rapidly to cloud
technologies for fundraising and rightfully
so, as the cloud ofter offers the advantage
of access, security, collaboration and cost
effectiveness for your organization.
EXECUTIVE DIRECTOR
TECH IMPACT | WWW.TECHIMPACT.ORG | @PJCALLIHAN
Chances are you have heard of the cloud.
You may or may
not have a good idea what it is and how it works. When it comes to fundraising
efficiently and effectively (cheaper, better, faster), the cloud is a game-changer.
Now is a good time to explore the capabilities.
As background, the cloud is not one thing,
it is many things. Cloud computing, in the
simplest form, is the delivery of services over
the internet. In this case it is about Software as
a Service (SaaS) or software delivered over the
internet. So “the cloud” is the place that those
services are being delivered from. That could be
a big-name software company with their own
datacenters to a small startup with a server in
their closet. You will want to know which cloud
you are using and where your data lives.
Cloud computing offers some big advantages
for fundraising, here are a few:
ACCESS
Is data more secure in the cloud? It depends
on where the cloud is. Remember, the
cloud is not one thing, it is where your data
resides. Know your provider and ask about
security. Bigger companies will have more
sophisticated security techniques and
processes. Ask about them, get to know how
your data is being secured. Compare that to
your in house practices. In most cases you
will find a hosted solution significantly more
secure. For companies that offer Software
as a Service, their business depends on the
security of your information. They will take
measures, far beyond an ordinary firewall
Since all you need is a browser to access your
in your back office, to secure your most
you can get access anytime, anywhere, from
secure environment for your data.
cloud-based donor management application,
any browser-enabled device. So right before
you walk into that meeting with your funder,
take a look at their history on your smartphone.
Find out when is the last time they gave,
what their giving history looks like, who their
significant other is, and who their favorite sports
team is to get the conversation started. The
cloud enables access.
24
SECURITY
important asset. The cloud delivers a more
BUSINESS CONTINUITY
We do not like to think about this much. But
if your building lost power, perhaps for an
extended period of time, how would you
provider, your data will be retained in more than one
data center. It will be easily recoverable in a disaster.
The cloud can offer you peace of mind in keeping
your donor information safe and secure.
COST
Servers are expensive. They are expensive to buy and
expensive to maintain. They are machines, and they
eventually break. The cloud offers a solution that does
not require you to purchase that expensive hardware
every few years and pay to keep it in good working order.
There is nothing to own. It allows you to allocate your
resources toward a solution that is independent of your
hardware. Instead of worrying about your server crashing,
you can focus on what matters—advancing your mission.
The cloud offers cost-effective software solutions.
Most software companies in the world are developing
their software to be delivered in the cloud. It is
more efficient and more effective. It will enable your
organization to reach their goals further and faster.
The sector is shifting rapidly to cloud technologies for
fundraising and rightfully so, as the cloud often offers
the advantage of access, security, collaboration, and
cost effectiveness for your organization. The future of
fundraising is in the clouds.
Patrick Callihan is the executive director for Tech Impact, a
national nonprofit whose mission is to empower communities
and nonprofits to use technology to better serve our world.
Patrick is passionate about helping nonprofits make smart
decisions about their technology and leveraging technology to
deliver community based programs.
COLLABORATION
The cloud is always up to date. If you work with team
members across the hall or across the country, cloud
computing allows you to easily collaborate with one
another. You can instantly share information about
your donors with one another. You can see the latest
communications with the donor. You can see the last
event they attended. You can share history with your
manager or another fundraiser. You can see if you
are meeting your individual or team goals and work
together to improve the outcomes. The cloud offers
real-time collaboration.
access your valuable donor information? What
would happen if you sustained a fire in your
office? Would you be able to recover your
valuable data? If you are using a good cloud
25
PREDICTIVE ANALYTICS:
LIGHTING THE WAY
GILMAN SULLIVAN
PRACTICE MANAGER
BLACKBAUD | WWW.BLACKBAUD.COM
Technology drives change. In my experience, nonprofits adopt
change a little more slowly than the for-profits, and the real need is to
understand the benefit of the change. Lance Slaughter, Chief Chapter Relations
and Development Officer at ALSA, spoke recently saying, as he held up his
cell phone, that ALS could not have raised $115 million with the Ice Bucket
Challenge. If it had not been for cell phones, it could not have been possible
even five years earlier.
Whether you are using an analytic partner or using
people with that skill set to listen to you, guide you, do
The statistical models work from your data, and
to understand the results, hire a partner/vendor.
accuracy of the data determines the accuracy of the
4. What will you do with the information?
and a vendor may be a viable option for both cleaning
upon the predictions? If you use a partner experienced
analytic software, the hygiene of your data is critical.
technology in use merely enables that process. The
result. Cleaning that data does not have to be painful,
Can your organization react to and act
the data and helping you build good data practices.
in nonprofits, and you understood the questions you were
2. What questions do I want to ask? Regardless of
of using predictive analytics is only a benefit if you use
whether regression analysis, classic statistical models
Technology allowed that to happen! As
nonprofits continue to search for ways to get a
Predictive analytics analyze historical data
pies in an era of greater competition, it is those
Predictives describe what will happen.
bigger share of the donor and the constituent
who really leverage technology who will be
more successful. One key example is using
about donors to predict their future behavior.
PRESCRIPTIVE
you saw in college, or highly proprietary statistical
models are used by your scientists using software or
your analytics partner, you do not have to understand the
entirety of the math involved. You do need to understand
what question is being answered. You are no longer
reporting who gave a gift over $1k or $100k, but rather
technology to take donor information and use
With prescriptive analytics, you are combining
who can give a major gift. That means that access to
happens with the use of predictive analytics.
creating options to take advantage of that
necessary to determine both affinity and capacity. The
who use technology well to be more successful
prescribe what should be done.
donor give, and how much wealth does she possess?
YOUR FUTURE
3. Do you have the skills internally? Should you
it to predict their future behavior. That is what
and analyzing data to make a prediction, then
some data sources outside of your database may be
Predictive analytics will allow those nonprofits
prediction. Prescriptives use the prediction to
model needs to know: to what other organizations did the
than those who don’t.
ANALYTICS
Imagine using your donor data not to just report
Before we go too deeply into Predictive
what has happened, but to predict what is likely
major types of business analytics: descriptive,
predictive analytics—revealing the likelihood
Analytics, let’s first understand the three
to happen. That is the opportunity offered by
predictive, and prescriptive
of a major gift or a planned gift. Predictive
DESCRIPTIVE
journey down that path look like?
Descriptive analytics in our nonprofit world use
the attributes of donors to describe behavior
or to classify them into groups. Descriptives
describe what has happened.
26
PREDICTIVE
analytics can light the way. What does the
1. Let’s begin with your data. Is it good?
The common concern is that the data may not be
good enough to be used for an analytic effort.
the analysis with amazingly complex tools, and help you
hire them or use a vendor? Organizations are most
successful when they develop and use the most
appropriate core competencies. Many of us took some
statistics in college as a requirement. Few of our collegial
peers who had no such requirement volunteered to
take statistics. A friend in graduate school once said to
me, “I live in daily fear that my advisor is going to say,
‘You have to take more statistics.’” Statistical modeling
and analysis requires talent, education, and a very
asking, the predictions will make sense. The process
the results. Using the predictions requires a cohesive
organization willing to change. As with any major initiative
you must consider and plan for successful adoption. The
culture of your organization trumps everything else! You
need to:
> Build a coalition across leadership that understands the
benefits and is committed to supporting the process.
> Determine who needs to be involved in the process.
> Create a sense of urgency around the change.
> Paint a verbal picture of the journey and the benefit
to walking down this path.
> Find an interested and dedicated person to
own the effort.
Technology drives change. Those who use the
technology and are capable of change will lead.
Gilman has more than twenty–five years of experience with
improving organizational success. His career includes the
development and implementation of overall strategy, operations/
process improvement, performance metrics, operational
analytics, technology selection and implementations, all enabled
by managing the process of organizational change.
disciplined approach. If that is a competency you feel
your organization needs, then go hire it. If you want
27
PREDICTIVE ANALYTICS:
LIGHTING THE WAY
GILMAN SULLIVAN
PRACTICE MANAGER
BLACKBAUD | WWW.BLACKBAUD.COM
Technology drives change. In my experience, nonprofits adopt
change a little more slowly than the for-profits, and the real need is to
understand the benefit of the change. Lance Slaughter, Chief Chapter Relations
and Development Officer at ALSA, spoke recently saying, as he held up his
cell phone, that ALS could not have raised $115 million with the Ice Bucket
Challenge. If it had not been for cell phones, it could not have been possible
even five years earlier.
Whether you are using an analytic partner or using
people with that skill set to listen to you, guide you, do
The statistical models work from your data, and
to understand the results, hire a partner/vendor.
accuracy of the data determines the accuracy of the
4. What will you do with the information?
and a vendor may be a viable option for both cleaning
upon the predictions? If you use a partner experienced
analytic software, the hygiene of your data is critical.
technology in use merely enables that process. The
result. Cleaning that data does not have to be painful,
Can your organization react to and act
the data and helping you build good data practices.
in nonprofits, and you understood the questions you were
2. What questions do I want to ask? Regardless of
of using predictive analytics is only a benefit if you use
whether regression analysis, classic statistical models
Technology allowed that to happen! As
nonprofits continue to search for ways to get a
Predictive analytics analyze historical data
pies in an era of greater competition, it is those
Predictives describe what will happen.
bigger share of the donor and the constituent
who really leverage technology who will be
more successful. One key example is using
about donors to predict their future behavior.
PRESCRIPTIVE
you saw in college, or highly proprietary statistical
models are used by your scientists using software or
your analytics partner, you do not have to understand the
entirety of the math involved. You do need to understand
what question is being answered. You are no longer
reporting who gave a gift over $1k or $100k, but rather
technology to take donor information and use
With prescriptive analytics, you are combining
who can give a major gift. That means that access to
happens with the use of predictive analytics.
creating options to take advantage of that
necessary to determine both affinity and capacity. The
who use technology well to be more successful
prescribe what should be done.
donor give, and how much wealth does she possess?
YOUR FUTURE
3. Do you have the skills internally? Should you
it to predict their future behavior. That is what
and analyzing data to make a prediction, then
some data sources outside of your database may be
Predictive analytics will allow those nonprofits
prediction. Prescriptives use the prediction to
model needs to know: to what other organizations did the
than those who don’t.
ANALYTICS
Imagine using your donor data not to just report
Before we go too deeply into Predictive
what has happened, but to predict what is likely
major types of business analytics: descriptive,
predictive analytics—revealing the likelihood
Analytics, let’s first understand the three
to happen. That is the opportunity offered by
predictive, and prescriptive
of a major gift or a planned gift. Predictive
DESCRIPTIVE
journey down that path look like?
Descriptive analytics in our nonprofit world use
the attributes of donors to describe behavior
or to classify them into groups. Descriptives
describe what has happened.
26
PREDICTIVE
analytics can light the way. What does the
1. Let’s begin with your data. Is it good?
The common concern is that the data may not be
good enough to be used for an analytic effort.
the analysis with amazingly complex tools, and help you
hire them or use a vendor? Organizations are most
successful when they develop and use the most
appropriate core competencies. Many of us took some
statistics in college as a requirement. Few of our collegial
peers who had no such requirement volunteered to
take statistics. A friend in graduate school once said to
me, “I live in daily fear that my advisor is going to say,
‘You have to take more statistics.’” Statistical modeling
and analysis requires talent, education, and a very
asking, the predictions will make sense. The process
the results. Using the predictions requires a cohesive
organization willing to change. As with any major initiative
you must consider and plan for successful adoption. The
culture of your organization trumps everything else! You
need to:
> Build a coalition across leadership that understands the
benefits and is committed to supporting the process.
> Determine who needs to be involved in the process.
> Create a sense of urgency around the change.
> Paint a verbal picture of the journey and the benefit
to walking down this path.
> Find an interested and dedicated person to
own the effort.
Technology drives change. Those who use the
technology and are capable of change will lead.
Gilman has more than twenty–five years of experience with
improving organizational success. His career includes the
development and implementation of overall strategy, operations/
process improvement, performance metrics, operational
analytics, technology selection and implementations, all enabled
by managing the process of organizational change.
disciplined approach. If that is a competency you feel
your organization needs, then go hire it. If you want
27
FOUR STEPS TO MAKE
MARKETING AUTOMATION
WORK FOR YOU
DONNA WILKINS
CHARITY DYNAMICS | WWW.CHARITYDYNAMICS.COM | @DONNAJWILKINS
Marketing automation is an important part of most
corporate marketing programs and is becoming more common for nonprofits.
Tools from the for-profit sector, like Hubspot and Marketo, lead the way by
allowing for automated nurturing campaigns to help leads (or in the case
of nonprofits, supporters) be engaged in a purposeful way and with an
appropriate cadence.
But like any strategy or tool, the technology
alone won’t transform your supporter
engagement program. For marketing
automation to work right, your organization
has to have a strong strategy and reliable
processes. The strategy and processes you
lean on should be based on four core tenants:
goals, personas, content, and analysis.
GOALS
When forming your goals, use the trusted,
tried, and true SMART methodology: specific,
measureable, achievable, realistic, and timely.
For example, “raise more money” is not a
good goal. Of course you want to raise more
money! But how much, from whom, for what
purpose, and by when? Instead, consider
something like, “Raise $10,000 more from
existing local donors to support the high
school program by September.”
With a goal like our example, you can build
a nurture program that focuses on a specific
audience (existing local donors) and drives
a clear result (money for the high school
program). And when your goal is reached, it is
tangible and self-evident.
28
CONTENT
Personas lead naturally into content. If you have three
PERSONAS
In old-school marketing, organizations sent
blanket messages to large groups, a practice
known as “spray and pray.” It often meant
you were asking the general population for
multithousand dollar sponsorships that they
couldn’t afford or worse, asking major donors
for small $10 and $20 donations. But by
creating personas and basing your segments
on those, you can provide the messaging that
best meets the individual’s goals and make
more appropriate solicitations more often.
Using our high school program example, you
might create personas like Paula Parent, Alan
Alumni, and Richie Rich (Okay, I actually don’t
recommend creating a persona called “Richie
Rich,” but you get the idea). The more data you
have on your donors, the better you can build
these personas with information like giving
motivation and average gift size. From there
you can send more relevant solicitations, ideally
increasing your overall return on investment and
fundraising in a way that’s more comfortable for
the individual.
persona-based segments, then you know you need at
least three slightly different versions of content. Paula
Parent wants to know how her child is going to benefit
from the program; Alan Alumni is interested in reliving his
high school glory days; Richie Rich wants to understand
how every dime of his big donation is being used to
serve your mission. Different donors, different interests,
Using marketing automation tools and strategies can
help make many of these steps exactly what the name
implies: automated. You invest the time in initial set-up
and then watch the magic happen—well, with some
ongoing tinkering. Even without a fancy tool, you can
apply these same basic principles to your fundraising
and marketing efforts. Identify your specific goal, create
distinct personas, develop differentiated content, and
analyze your results continually.
different content.
ANALYSIS
Finally, results analysis. Don’t wait until your goal is
reached to undergo analysis. At milestone intervals, such
as the midway point, review your progress to date. Have
your email click-through rates increased, decreased or
remained steady? What about unsubscribe rates? Did
Donna Wilkins is the CEO and founder of Charity Dynamics,
guiding non-profits to make innovative use of technology
to raise more money and engage more supporters. Charity
Dynamics’ Boundless Fundraising application is the most
successful and leading social media and mobile application
suite for peer to peer fundraisers. Individuals using the
application have directly raised over $350million for the
causes that matter most to them.
one message result in exponentially more gifts than any
other, and if so, why? Is one persona responding above
or below expectations? Do you want to change the
approach for that segment? Analyzing your results as
they happen allows you to continually refine your tactics
until you find your fundraising secret sauce.
29
FOUR STEPS TO MAKE
MARKETING AUTOMATION
WORK FOR YOU
DONNA WILKINS
CHARITY DYNAMICS | WWW.CHARITYDYNAMICS.COM | @DONNAJWILKINS
Marketing automation is an important part of most
corporate marketing programs and is becoming more common for nonprofits.
Tools from the for-profit sector, like Hubspot and Marketo, lead the way by
allowing for automated nurturing campaigns to help leads (or in the case
of nonprofits, supporters) be engaged in a purposeful way and with an
appropriate cadence.
But like any strategy or tool, the technology
alone won’t transform your supporter
engagement program. For marketing
automation to work right, your organization
has to have a strong strategy and reliable
processes. The strategy and processes you
lean on should be based on four core tenants:
goals, personas, content, and analysis.
GOALS
When forming your goals, use the trusted,
tried, and true SMART methodology: specific,
measureable, achievable, realistic, and timely.
For example, “raise more money” is not a
good goal. Of course you want to raise more
money! But how much, from whom, for what
purpose, and by when? Instead, consider
something like, “Raise $10,000 more from
existing local donors to support the high
school program by September.”
With a goal like our example, you can build
a nurture program that focuses on a specific
audience (existing local donors) and drives
a clear result (money for the high school
program). And when your goal is reached, it is
tangible and self-evident.
28
CONTENT
Personas lead naturally into content. If you have three
PERSONAS
In old-school marketing, organizations sent
blanket messages to large groups, a practice
known as “spray and pray.” It often meant
you were asking the general population for
multithousand dollar sponsorships that they
couldn’t afford or worse, asking major donors
for small $10 and $20 donations. But by
creating personas and basing your segments
on those, you can provide the messaging that
best meets the individual’s goals and make
more appropriate solicitations more often.
Using our high school program example, you
might create personas like Paula Parent, Alan
Alumni, and Richie Rich (Okay, I actually don’t
recommend creating a persona called “Richie
Rich,” but you get the idea). The more data you
have on your donors, the better you can build
these personas with information like giving
motivation and average gift size. From there
you can send more relevant solicitations, ideally
increasing your overall return on investment and
fundraising in a way that’s more comfortable for
the individual.
persona-based segments, then you know you need at
least three slightly different versions of content. Paula
Parent wants to know how her child is going to benefit
from the program; Alan Alumni is interested in reliving his
high school glory days; Richie Rich wants to understand
how every dime of his big donation is being used to
serve your mission. Different donors, different interests,
Using marketing automation tools and strategies can
help make many of these steps exactly what the name
implies: automated. You invest the time in initial set-up
and then watch the magic happen—well, with some
ongoing tinkering. Even without a fancy tool, you can
apply these same basic principles to your fundraising
and marketing efforts. Identify your specific goal, create
distinct personas, develop differentiated content, and
analyze your results continually.
different content.
ANALYSIS
Finally, results analysis. Don’t wait until your goal is
reached to undergo analysis. At milestone intervals, such
as the midway point, review your progress to date. Have
your email click-through rates increased, decreased or
remained steady? What about unsubscribe rates? Did
Donna Wilkins is the CEO and founder of Charity Dynamics,
guiding non-profits to make innovative use of technology
to raise more money and engage more supporters. Charity
Dynamics’ Boundless Fundraising application is the most
successful and leading social media and mobile application
suite for peer to peer fundraisers. Individuals using the
application have directly raised over $350million for the
causes that matter most to them.
one message result in exponentially more gifts than any
other, and if so, why? Is one persona responding above
or below expectations? Do you want to change the
approach for that segment? Analyzing your results as
they happen allows you to continually refine your tactics
until you find your fundraising secret sauce.
29
HARNESSING
THE FUTURE
DAVID NEFF
DIGITAL STRATEGIST & AUTHOR
501DERFUL.ORG | @DAVEIAM
Let’s shift from concentrating on donors to concentrating on your
employees and the culture at your organization. The question we
want to answer in this final chapter is this: is your organization
ready to take risks? If you are, then we have a system for you.
too rigid, it won’t accept risk. Organizations
this was in the people, the process, and the
that cannot accept risk cannot “fail forward” or
product that filtered those ideas.
handle experimentation—qualities needed for an
What we learned from our time at the American
In what is considered one of the most influential
innovation from your nonprofit is what I am talking
management books of all time, Organizational
about in my next book, IGNITE: Setting your
Culture and Leadership, Edgar H. Schein
internal culture on fire with co-creation, but what I
defines culture as a powerful, tacit, and often
want to talk to you about today is the first step.
unconscious set of forces that determine both
Realizing that your nonprofits internal culture
needs to change.
Implement a crowdsourcing platform without
giving attention to your organization’s internal
culture, and you may be building on a shaky
level. Chesbrough further defines
innovation. According to Henry
open innovation as “a very effective
Chesbrough, professor at the Haas
way of crowdsourcing people’s
School of Business at the University of
thoughts and ideas to do research
California, Berkeley, and our own work
and development.” In other words
in the field while at the American Cancer
how do you harness the great ideas
Society, you can define open innovation
that your employees have to create
as “a theory that assumes that brands
new programs, systems, or even
and nonprofits can and should use
technology?
contributed to the Space Shuttle Challenger
When I was at the American Cancer
failures resulted in the drifting apart of
and internal and external paths to
market, as they look to advance their
programs and products”. Sound a
bit scary? It should. Because open
innovation is all about taking risks and
challenging the way you have always
done things. And you can stagnate and
die, or innovate and thrive.
Society I was lucky enough to have
been a part of the Futuring and
Innovation Center (FIC). In the FIC, we
had an open submission policy that
let any of our 3,000 employee at the
time submit ideas that would make
programs, policies, donor technology,
volunteer management and more,
Before we get to changing something
better. The question the FIC asked
as sacred as your organization’s
was, “How do we defeat cancer
culture, let’s talk about what open
sooner?” That broad question led to
innovation really means at a tactical
a lot of good ideas, some bad ideas,
ideation system to work.
Cancer Society and the idea of crowdsourcing
It’s based on the theory of open
external ideas as well as internal ideas,
30
and some ridiculous ones. The magic behind
foundation. Internal culture can cause a lot of
problems if it’s heading in the wrong direction.
our individual and collective behavior, ways of
perceiving, thought patterns and values. That’s a
lot to take in, we know.
Schein identifies three levels of culture present in
any organization. These are:
1. Artifacts – Visible organizational structures and
process (which can be hard to decipher)
To say an organization’s culture can lead to
2. Espoused beliefs and values – Strategies,
problems is an understatement. Diane Vaughn
goals, philosophies (and even justifications)
writes in her book The Challenger Launch
Decision of the absolute failure of culture
at NASA in the 1980s—one that ultimately
explosion. A series of communications
communication channels that existed between
NASA subcultures, including the engineering
subculture that had warned the rest of the
organization that the O-rings used to seal certain
joints in the space shuttle would fail in cold
weather. It was a warning that, Vaughn says, fell
upon deaf ears due to managerial neglect and
other cultural breakdowns.
Vaughn presents a striking example of
how your organization’s culture can affect
communications and trust. If your culture is
3. Underlying assumptions – Unconscious,
taken-for-granted beliefs, perceptions,
thoughts, and feelings (the ultimate source
of values and action)
If this concept still seems highly abstract, it
is. But take half a day (during existing time,
meetings, etc.) to assess your culture through
artifacts, espoused values, and underlying
assumptions. Suddenly what was abstract
becomes concrete. And, once all is revealed,
you’ll better understand your own organization’s
cultural breakdowns and how they might stand
in the way of igniting innovation.
Start with the artifacts. What do you see and
hear when you walk around your workplace?
What’s the dress code? Does your staff recycle?
31
HARNESSING
THE FUTURE
DAVID NEFF
DIGITAL STRATEGIST & AUTHOR
501DERFUL.ORG | @DAVEIAM
Let’s shift from concentrating on donors to concentrating on your
employees and the culture at your organization. The question we
want to answer in this final chapter is this: is your organization
ready to take risks? If you are, then we have a system for you.
too rigid, it won’t accept risk. Organizations
this was in the people, the process, and the
that cannot accept risk cannot “fail forward” or
product that filtered those ideas.
handle experimentation—qualities needed for an
What we learned from our time at the American
In what is considered one of the most influential
innovation from your nonprofit is what I am talking
management books of all time, Organizational
about in my next book, IGNITE: Setting your
Culture and Leadership, Edgar H. Schein
internal culture on fire with co-creation, but what I
defines culture as a powerful, tacit, and often
want to talk to you about today is the first step.
unconscious set of forces that determine both
Realizing that your nonprofits internal culture
needs to change.
Implement a crowdsourcing platform without
giving attention to your organization’s internal
culture, and you may be building on a shaky
level. Chesbrough further defines
innovation. According to Henry
open innovation as “a very effective
Chesbrough, professor at the Haas
way of crowdsourcing people’s
School of Business at the University of
thoughts and ideas to do research
California, Berkeley, and our own work
and development.” In other words
in the field while at the American Cancer
how do you harness the great ideas
Society, you can define open innovation
that your employees have to create
as “a theory that assumes that brands
new programs, systems, or even
and nonprofits can and should use
technology?
contributed to the Space Shuttle Challenger
When I was at the American Cancer
failures resulted in the drifting apart of
and internal and external paths to
market, as they look to advance their
programs and products”. Sound a
bit scary? It should. Because open
innovation is all about taking risks and
challenging the way you have always
done things. And you can stagnate and
die, or innovate and thrive.
Society I was lucky enough to have
been a part of the Futuring and
Innovation Center (FIC). In the FIC, we
had an open submission policy that
let any of our 3,000 employee at the
time submit ideas that would make
programs, policies, donor technology,
volunteer management and more,
Before we get to changing something
better. The question the FIC asked
as sacred as your organization’s
was, “How do we defeat cancer
culture, let’s talk about what open
sooner?” That broad question led to
innovation really means at a tactical
a lot of good ideas, some bad ideas,
ideation system to work.
Cancer Society and the idea of crowdsourcing
It’s based on the theory of open
external ideas as well as internal ideas,
30
and some ridiculous ones. The magic behind
foundation. Internal culture can cause a lot of
problems if it’s heading in the wrong direction.
our individual and collective behavior, ways of
perceiving, thought patterns and values. That’s a
lot to take in, we know.
Schein identifies three levels of culture present in
any organization. These are:
1. Artifacts – Visible organizational structures and
process (which can be hard to decipher)
To say an organization’s culture can lead to
2. Espoused beliefs and values – Strategies,
problems is an understatement. Diane Vaughn
goals, philosophies (and even justifications)
writes in her book The Challenger Launch
Decision of the absolute failure of culture
at NASA in the 1980s—one that ultimately
explosion. A series of communications
communication channels that existed between
NASA subcultures, including the engineering
subculture that had warned the rest of the
organization that the O-rings used to seal certain
joints in the space shuttle would fail in cold
weather. It was a warning that, Vaughn says, fell
upon deaf ears due to managerial neglect and
other cultural breakdowns.
Vaughn presents a striking example of
how your organization’s culture can affect
communications and trust. If your culture is
3. Underlying assumptions – Unconscious,
taken-for-granted beliefs, perceptions,
thoughts, and feelings (the ultimate source
of values and action)
If this concept still seems highly abstract, it
is. But take half a day (during existing time,
meetings, etc.) to assess your culture through
artifacts, espoused values, and underlying
assumptions. Suddenly what was abstract
becomes concrete. And, once all is revealed,
you’ll better understand your own organization’s
cultural breakdowns and how they might stand
in the way of igniting innovation.
Start with the artifacts. What do you see and
hear when you walk around your workplace?
What’s the dress code? Does your staff recycle?
31
Do people bus their own dishes into the sink?
The last level is underlying assumptions. At
What artwork is in the hall? These are all
this point, you’ll be reaching deep inside your
artifacts of your cultural workplace. It’s easy
company culture. For instance, think about your
to observe and even “feel” some elements of
organization’s history. Where and when did it
culture at this level.
start? Did it have a single founder? Multiple co-
Take ten minutes to write all the visible artifacts
that you see around your workplace on a sheet
of paper.
The next level is espoused values. What’s the
real justification behind the dress code, open
desk policy, etc.? Some of the answers can be
found in the employee handbook. You know,
that binder collecting dust on your shelf? At a
chemical company for which I consulted, all new
employees were given a book called “Working
Right” that espoused company values and a
founders? These underlying emotions, values
and historical facts are all legacies of the people
who founded your business. They have far
reaching, complicated effects on the way your
business works today.
Now, take ten more minutes to informally talk to
the newest person in your office (an intern would
work well). Ask them what they think are the top
five unmentioned elements of your culture that
they uniformly obey? You’ll be surprised at the
difference in the two lists.
commitment from the executive leadership
What’s getting in the way of your nonprofit
team to back up these values. Maybe they’re
being innovative?
simply posted up on the wall when you walk
in, or hidden away in a break room. Once
you’ve found them and read them, or talked to
someone who knows them, ask yourself: Do I
notice any inconsistencies? Is one of your stated
values “curiosity,” yet no one is ever asked for
questions at the end of a staff meeting? Pay
attention to what is not lining
up and write it down.
32
David J. Neff has been doing things that have never been
done in digital strategy for the last 14 years. He is now a senior
management consultant working for Fortune 500 brands and
large nonprofits for PriceWaterhouseCoopers (PwC). He is also
the founder of Lights. Camera. Help., a nonprofit that helps
other causes tell their mission through video.
Do people bus their own dishes into the sink?
The last level is underlying assumptions. At
What artwork is in the hall? These are all
this point, you’ll be reaching deep inside your
artifacts of your cultural workplace. It’s easy
company culture. For instance, think about your
to observe and even “feel” some elements of
organization’s history. Where and when did it
culture at this level.
start? Did it have a single founder? Multiple co-
Take ten minutes to write all the visible artifacts
that you see around your workplace on a sheet
of paper.
The next level is espoused values. What’s the
real justification behind the dress code, open
desk policy, etc.? Some of the answers can be
found in the employee handbook. You know,
that binder collecting dust on your shelf? At a
chemical company for which I consulted, all new
employees were given a book called “Working
Right” that espoused company values and a
founders? These underlying emotions, values
and historical facts are all legacies of the people
who founded your business. They have far
reaching, complicated effects on the way your
business works today.
Now, take ten more minutes to informally talk to
the newest person in your office (an intern would
work well). Ask them what they think are the top
five unmentioned elements of your culture that
they uniformly obey? You’ll be surprised at the
difference in the two lists.
commitment from the executive leadership
What’s getting in the way of your nonprofit
team to back up these values. Maybe they’re
being innovative?
simply posted up on the wall when you walk
in, or hidden away in a break room. Once
you’ve found them and read them, or talked to
someone who knows them, ask yourself: Do I
notice any inconsistencies? Is one of your stated
values “curiosity,” yet no one is ever asked for
questions at the end of a staff meeting? Pay
attention to what is not lining
up and write it down.
32
David J. Neff has been doing things that have never been
done in digital strategy for the last 14 years. He is now a senior
management consultant working for Fortune 500 brands and
large nonprofits for PriceWaterhouseCoopers (PwC). He is also
the founder of Lights. Camera. Help., a nonprofit that helps
other causes tell their mission through video.
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