Using the “3 C’s” to build donor loyalty and organizational revenues! Maximizing Donor Communications Presented by Freddi Birdwell, CFRE July 24, 2015 Habitat for Humanity of Tennessee Affiliate State Conference

Interaction = Opportunity CONNECT or deepen connections with new or established donors Share a COMPELLING VISION of Habitat’s important work Make a CASE for support of that work. Fair warning: She likes things in threes …

Maximizing Opportunities Annual Fund Activities Broadest base of donor support Where acquisition happens Major Gifts 10/90 Deepening/Sustaining connections key Marketing & PR On-tap tools to support development Legitimizes efforts

Annual Fund  Recruitment  Cultivation Direct Mail: Average response rate times that of appeals 37% of those who gave online say direct mail prompted their gift Part of an overall direct response strategy

Annual Fund  Recruitment  Cultivation Direct Mail: Use images to tell a compelling story Link your case for support directly to client profile Use simple language that provokes emotional response Part of overall direct response program

Annual Fund  Recruitment  Cultivation Friend-raising Events “Softer” ask opportunities Low or no cost High acquisition potential Usually informal Something like this …

Annual Fund  Recruitment  Cultivation Friend-raising Events For hosted sit-down event Clients make the most compelling speakers “Before and after” is important for making your case in a compelling way For “parties with a purpose” Brief overview from staff or volunteer leadership Needs to feel like a party! Use games to help make your case Make it real with a compelling story or two to illustrate what they’ve just learned

Annual Fund  Recruitment  Cultivation Special Events Community Visibility Low ROI So the moral of the story is … Milk it, baby!

Annual Fund  Recruitment  Cultivation Special Events Tell your compelling story to a captive audience Clients must be represented, in person, in a video, or both! Make your case creatively, and tie it back to your client stories Don’t miss the chance to follow-up Special thank-you’s “Welcome kit” for new donors “See your contribution at work”

Annual Fund  Recruitment  Cultivation Habitat “Guided Tours” Home Dedication Build site Volunteer workday at warehouse Building tour Options depend on your size/structure: Where can you offer the best bird’s-eye view?

Annual Fund  Recruitment  Cultivation Habitat “Guided Tours” Participation usually signals deeper level of interest/engagement Speaker, short video or other visuals for compelling storytelling

Annual Fund  Recruitment  Cultivation Lead with the head … 8 out of 10 Habitat family members have completed or plan to complete higher education since becoming homeowners* $11,450 Needed to cover nails, screws and other construction hardware for Habitat homes built each year in our community 45% Decrease in use of public assistance programs reported by Habitat families after they completed the program* * Knoxville Habitat for Humanity Impact Study, Mira Hanna, University of Tennessee College of Social Work, 2014

Annual Fund  Recruitment  Cultivation Close with the heart …

Major Gifts  Investment  Stewardship Investors Foundations and businesses count! Create one-to-one connections Need and deserve a deeper layer of understanding “Ask for advice …”

Major Gifts  Investment  Stewardship Compelling Connections Relatable Experience Foundation board members Individual donors Corporate decision makers

Major Gifts  Investment  Stewardship Higher-wealth donors value impact 2014 High Net Worth Philanthropy Study, Michael Sanders, Ph.D. Request + “Thank you for your gift.” = 5% Request + “Thank you for your gift; please ask others on your team. = 24% Request + Thank you + Direct statement of impact. = 40%

Major Gifts  Investment  Stewardship Tools & tips to help make your case The single page dialogue tool

Major Gifts  Investment  Stewardship More tools & tips The “behind the scenes” event Must feel exclusive and high-level Focus on the predisposed Very interactive – no death by PowerPoint Goal: Permission to follow-up DO SO in hours Death by PowerPoint – that’s a good one!

Marketing & PR  Image  Awareness Important supporting role “On tap” resources for fundraising Differentiates brand Legitimizes efforts IS NO SUBSTITUTE FOR AN ASK

Marketing & PR  Image  Awareness Mass Media Social Media/Web Stakeholder Reports Information inversely proportionate to audience size/engagement level Dude, that sounds complicated!

Marketing & PR  Image  Awareness Media Opportunities Key points only Lead with the heart, stick with the heart Social Media/Web Simple, compelling language & visuals Where to learn/do more Stakeholder Reports Sharing with investors On hand for media opportunities and grant applications

Interaction = Opportunity CONNECT or deepen connections with new or established donors Share a COMPELLING VISION of Habitat’s important work Make a CASE for support of that work. Freddi Birdwell, CFRE 4422 Washington Ct Knoxville, TN