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ANNUAL CAMPAIGNS Jeff Newnam October 30, 2016
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New Resource Group
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Workshop Overview Why annual campaigns?
Review & discuss different parts of the Annual Campaign Discuss next steps for you to take to have a successful Annual Campaign & change the culture of your organization
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Ground Rules Questions anytime!!
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Check In Volunteers Vs Staff Experience with Annual Campaigns?
Why considering Annual Campaign?
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Annual Campaign Definition
Annual, short term effort to positively impact the organization.
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Annual Campaign +/- Advantages Disadvantages
Provides repeated annual unrestricted funds Establishes habits and patterns of giving Provides opportunities for growth Allows organization’s “message” to be restated every year Disadvantages Requires strong organizational administration Requires staff commitment Requires strong Board/volunteer participation including Willingness to give Willingness to ask for donations Willingness to ask others to ask
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Know What You Are Getting In To
This is not easy!! Trying to change the culture of your organization Is your volunteer group (Board, etc.) really ready?? Few people enjoy asking others to give and… Many will say they can do it until it come times to make the ask… Then…
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First Suggestions… Nail down your mission statement – why should someone give to your organization? Remember why you are doing this – NOT to raise $ but to…
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First Suggestions… Nail down your mission statement – why should someone give to your organization? Remember why you are doing this – NOT to raise $ but to…
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Elevator Speech Short description of what you do and why it’s important 30 seconds or less Grab listener’s attention and make them want to know more HOW YOU CHANGE LIVES!!
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Elevator Speech The Impact Clinic provides critical health services to low-income children under the age of 2. In 10 years, our volunteer doctors and nurses have delivered check-ups, immunizations, screenings for developmental delays and health issues, and medication to over 30,000 children. We work on a sliding scale basis that covers 70 percent of our costs. We’re the only clinic of our kind within 10 miles and we serve more than half of the area’s low-income families. Parents tell us if Impact Clinic didn’t exist, their children wouldn’t receive the care they need. That’s exactly the problem the Metro neighborhood has. Impact is the nearest clinic and it takes two hours to reach us by bus. Children there are 25 percent less likely to receive on-time immunizations as kids in our service area. That’s why we’re partnering with the Metro Community Foundation to build a new clinic in Metro. I have been volunteering with Metro Community Foundation for 5 years because I really believe it is making a difference in the lives of young people. There are examples of the kids who are impacted by the Foundation at our website –
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Elevator Speech Find a partner.
Introduce yourself in case they may not know you well. Share your story. Each person should take about 30 seconds. I’ll keep time and call out “Change partners!” when it’s time to find another partner.
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The Ask Elevator Speech + Reference to your own personal donation
Specific request – “$X per month” Then silence!!
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Second Suggestion…
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Staff Job Support the volunteers!!!
Create support materials Recruit volunteers Train volunteers Help volunteers with donor leads Accompany volunteers on asks Fire up volunteers during campaign Maintain accurate records of donors & donations Work on all the post campaign items Initial thank yous Cultivation during the rest of the year
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Stage 1 – Developing the Campaign
Support materials Structuring the campaign Recruiting volunteers Training volunteers Setting the calendar Developing a donor list
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Stage 1 – Developing the Campaign
Support materials Brochure Web page Powerpoint
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Stage 1 – Developing the Campaign
Structuring the campaign Levels of donation Bronze/Silver/Gold? Chairman's Round Table Theme? Spirit Committee Teams* Job descriptions What to do about in kind donations
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Stage 1 – Developing the Campaign
Overall Campaign Chair: Campaign Goal - $ Teams Division Goal - $ Board Division Corporate Division Chairman’s Round Table Staff Division Special Events Division
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Stage 1 – Developing the Campaign
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Stage 1 – Developing the Campaign
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Stage 1 – Developing the Campaign
Structuring the campaign Levels of donation Bronze/Silver/Gold? Chairman's Round Table Theme? Spirit Committee Teams* Job descriptions Goals Donor recognition methods Admin Items Pledge cards “Cheat Sheet” What to do about in kind donations
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Stage 1 – Developing the Campaign
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Stage 1 – Developing the Campaign
Recruiting volunteers Start with core group – you will need hard core volunteers to: Recruit other volunteers Help when the hard times arise Target individuals (long term) Mission recipients Don’t fall back on staff!
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Stage 1 – Developing the Campaign
Train volunteers* Training is mandatory Usually one hour Offer multiple, different times One on one for those few who cannot make any other time Use core group of volunteers to help Focus of training – practice The Ask! Remember – PASSION of volunteer is more important than any technique
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Stage 1 – Developing the Campaign
Setting the calendar Overall campaign length Kickoff Report meetings Celebration
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Stage 1 – Developing the Campaign
Developing a donor prospect list First year Use prospect list as aid to volunteers They can develop their own list if they are willing You review lists Make sure that people are not on more than 1 list If so, determine strength of connection Following years Be sure that everyone who donated in previous years is asked (note – if you’re doing your job right…) Retain original campaigner as primary donor contact
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Stage 2 – Executing the Campaign
Support Report Meetings E-newsletter Work on all the post campaign items Clean up Phone a thon? Direct mail? Initial thank yous Cultivation during the rest of the year
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Stage 3 – Following Up the Campaign
Thank the volunteers!!! Goalbuster prizes Team prizes Thanks yous Post campaign items Initial thank yous Cultivation during the rest of the year Maintain accurate records of donors & donations
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Stage 3 – Following Up the Campaign
CULTIVATION MATRIX Timing $0 - $50 Donors $50 - $250 Donors $250+ Donors Prospects Key Prospects Volunteers Christmas Card Dec X Annual Report May Brochure 2x per year Thanksgiving Card Nov Exec Visit Exec/Dir of Ops Call 1-2x per year Annual/Capital Gift Thank You Thank you from Board member Thank you from ED Postcard from User* 2nd Thank You from User*
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Stage 3 – Following Up the Campaign
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What Should You Do Next? Talk to your core volunteers
Present the funding overview to the Board/2nd level of volunteers (you want buy in!) Talk to your staff If it seems good… begin setting up the structure
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Questions/Discussion
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