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Nonprofit Radio for May 13, 2024: Experiential Fundraising


Brittan StockertExperiential Fundraising

Let’s take lessons from the experience economy to create meaningful, memorable experiences for your donors. Brittan Stockert, from Donorbox, walks us through her thinking on events, membership programs, challenges, sponsorships, and more.


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Welcome to Tony Martignetti nonprofit Radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite Hebdomadal podcast. This is show number 690. That means we are 10 weeks to our 7/100 show and 14th anniversary as a podcast. Cool. Oh, I’m glad you’re with us. I’d be hit with whipple disease if you fed me the idea that you missed this week’s show. Here’s our associate producer, Kate with what’s coming? Hey, Tony, this week we have experiential fundraising. Let’s take lessons from the experienced economy to create meaningful memorable experiences for your donors. Britain Stockert from donor box, walks us through her thinking on events, membership programs, challenges, sponsorships and more on Tonys. Take two sad neediness were sponsored by virtuous, virtuous, gives you the nonprofit CRM fundraising volunteer and the marketing tools. You need to create more responsive donor experiences and grow, giving, virtuous.org and by donor box, outdated donation forms blocking your supporters, generosity, donor box, fast, flexible and friendly fundraising forms for your nonprofit donor. Box.org. Gosh, I love that alliteration. Here is experiential fundraising. I’m with Britain Stockert. Britain is the fundraiser strategist at Donor box. She has over 15 years experience in organizational development, fundraising and program development spanning nonprofits, social enterprises and NGO S. You’ll find Britain on linkedin and the company is at donor box.org Britain. Welcome to nonprofit radio. Hey, thanks so much, Tony. Very great to be here. Oh, my pleasure to have you. Experiential fundraising. Let’s jump in. What, what is this experiential fundraising thing? Yes, let’s do it. Right. Um I’m gonna throw out the bad news first. The doom and gloom. That’s how I roll. We’re, we’re no strangers to fundraisers, right? Um We know the data out there charitable giving, right? It’s hit a four decade low giving. Tuesday saw 10% drop. Donor trust is kind of on the decline. And, you know, in February, the chronicle of philanthropy talked about this crisis, right? A lot of nonprofit executives are jumping shift from the sector when demand is extremely high and they’re trying to find better work life balance, um, and consulting roles. So we have all of these kind of macro level crises, right? And in the midst of everything. Um, we also know, you know, we were hoping during the pandemic that we would take some of those tidbits of slowing down and baking bread and being more intentional and everything we’re doing. But we’re not seeing that at all. Right. And we’re seeing this in terms of fundraising, donors are being pulled from every which way from different nonprofits. And that’s kind of where we’re at. We’re, we’re witnessing a shift Tony um in terms of how we fundraise. And I know you’ve been in plan giving, Tony, we’ve relied so hard on all of these very usual fundraising tactics, right? You’re in giving campaign, all of these in person events. And we need to step back, we need to really be asking like, are these kind of one time fragmented tactics we’re using, are they really engaging our donors? Are we capturing their attention? And so that’s kind of where experiential fundraising comes into play. Many fundraisers know it as relation, relational fundraising, completely, not a new concept, right? We’ve been doing relationship building for decades, but in kind of this hustle of this fast paced paced moving society, we’ve completely lost sight of slowing down and really building forging those deeper connections with our donors. And so it’s all about kind of just re embracing this mindset of relationship building, engaging the five senses of our donors and setting aside aside these usual fundraising tactics that we do to be more intentional and, and how we build those relationships. So you’re looking for, you know, meaningful memorable experiences and not necessarily around events. Right. Right. It’s, it’s all of the things that, you know, we get so caught up in the scramble of sending out those mass email blasts, right? Or those generic appeals or the annual galas and live auctions. It’s really kind of shifting to those multiple touch points that happen all of the in between and these are in between things about um in getting past barriers and that, that might be, that might look very different to different nonprofits. It might be a community uh focused group, it might be a neighborhood block party. Um But it’s all of these multiple touch points that really kind of engage those five senses of our, of our supporters and really get them to buy into what we do. OK. So how do we create these uh memorable, you know, remarkable meaningful experiences? I know the uh on, on your blog, there are seven different categories or events, competitions, et cetera. Do you wanna talk through those? Well, let’s for the sake of time. Tony, let’s keep, let’s reduce it to three things, right? And again, these aren’t rocket science or whatever, but they’re built on three principles. One of those is a shared journey, right? So again, I’m talking about being intentional and thoughtful traditional fundraising. We send out a generic appeal letter. It’s not personalized. We’re just thankful, we got it out, right? We got it out on time. We did it, what a shared journey looks like is, you know, instead of an in person event or a gala, it might be an event um where we segment it, we, we look at our data and we look at our supporters within our specific neighborhood and we create a segment where they’re all providing feedback in terms of the programs that we do. Um It’s, it’s inclusive, it’s very community centric. So it really shifts from sending out mass emails that are not personalized to individual donors and moving to these creative really informal events that happen regularly where we’re creating space where our supporters are, our supporters, not just include donors, right? It’s very inclusive. It’s including our bene bene beneficiaries, it’s including our volunteers, but it’s creating a space where they’re able to provide some sort of buy in, in terms of just feedback, in terms of all the programs of what we’re doing, shared journey. That’s one principle. The second part of it is really getting creative with the types of events that we host, right? Um A lot of our annual fundraiser events, think about the barriers that we create from the get go, right? Um Our venues may not be accessible to all the the pricing, the the different tiers of registration to sign up to these galas and auctions are probably out of touch for a lot of people. I live in the Pacific Northwest. People don’t really like to, you know, we’re not really big on the black t uh black tie attire. So really shifting from those um types of events that create barrier barriers upfront to a digital event and that what that might look like. I can give you one example, one of our customers um called Cornwall Man down in the UK. Instead of devoting so much money and overhead into a gla an auction, they, they really tapped into donor boxes, peer to peer feature. And they created kind of a competition where they let go of the guard rails of their marketing of their brand. And they let people set up these fundraising pages and kind of fundraise in meaningful ways that really connected with them. So they created, they created a competition exactly, basically just a virtual competition. Um They include the challenges um prizes and, you know, a very small pool of about 216 fundraisers raised over 100 and 50,000 all through this kind of Gamification feature um per se. Now, this is going to vary, you know, by organizational culture too. I mean, I, I’m the first person who to say that events are often overly relied on, right. On the other hand, there are organizations where the, the the people expect the annual, you know, whatever golf outing gala, you know. Uh and I, I under I again, I, I, you know, I appreciate that events are burdensome in terms of time. And I think a lot of AAA lot of that money could or all of it could be captured in through individual fundraising if we were having, you know, like meaningful conversations with donors and, and elevating their giving sort of an investment level conversations. Um But, you know, but by, but by the same token, you know, we can’t just eliminate all the, eliminate all the events because there are people who count on those events in no way. Right? And I, I hear you, Tony and no way am I saying to do away with these in person events? We really do rely on them, right? We, we all know, so there’s nothing like that in person, the face to face um touch, I think in terms of the the format of these events, what I’m saying is let’s get creative and how we engage the senses of our, of our donors. Um Again, thinking about breaking free of those barriers and that might, that might have to do with rethinking the type of venue, rethinking the type of attire um the pricing that’s offered you, you probably know this as well as I incorporating technologies. We saw this with charity Water, right? Not every nonprofit is going to have a massive Hollywood budget. But yeah, yeah, they’re, they’re an outlier. They, they’re enormous, right? But we do have a customer um refugee hope partners in terms of kind of reimagining an in person event. They, they kind of did away with the Gallant live auction. They hosted a three hour community neighborhood event. Um it was family friendly um right after work hours and how they kind of really brought to life, the mission of, of who they serve, which are refugee and immigrant families. They tapped into local chefs who kind of they, each, all of these chefs represented different communities that the nonprofit served and through the ingredients in the, in the in the meals that were served, they kind of used those ingredients to kind of tell the story of the mission. And so I guess that’s what I’m just trying to say is yes, we still need to do these in person events, right? Um But oftentimes we know this with galas and auctions automatically from the get go. There are those barriers before you register and then even thinking about it, Tony, when you show up to these galas, you know, you have one or two people on stage right behind the podium, the proximity, thinking about the proximity. And so just thinking about ways that we can really create these immersive experiences and tapping in a technology to kind of get created creative in how we connect with our supporters. So sort of more experiential maybe and less passive for the for the folks who come, who come to an event, precisely less, less passive observer spectator, more thinking about ways where the supporter is not just hearing about your mission, right? They’re really living and feel it and feeling it and these could be large or small events too. I mean, you, you we might be able to do something with just 25 or 30 people, you know, and not again, not to replace AAA larger event but makes it easier to experience. Maybe you know what’s going on in your office, if you have something that you can show something that people can touch, uh, in a, in a smaller, in a smaller group. Well, and it’s, it’s also thinking beyond the annual fundraiser. Right. I mean, let’s be real with the, with the annual fundraiser, with even a year end direct mail campaign. Think about it. Um, they’re very surface level, right? Do they? What’s the follow up that happens after often times from my personal opinion, it’s, it’s very limited. And so thinking through these other experiences that are baked into your fundraising strategy, again, that might be a um community led focus group where you’re inviting your donors and the people you serve to kind of, they may be, they may be compensated. They’re giving really great feedback on the design of your programs. It might be behind the scenes tours of, let’s say you have a food bank. Um But it’s all those things that need to happen in the in between from the year end appeal that you send out to that annual fundraiser. And that’s what I’m trying to say is we really need to be, we need to slow down. And if you think about it with your, with our loved ones, right, with our family and our friends, it’s not a one and done type of thing. Obviously, it needs to happen regularly and it needs to be really organic and oftentimes really informal, it’s time for a break. Virtuous is a software company committed to helping nonprofits grow generosity, virtuous beliefs that generosity has the power to create profound change in the world and in the heart of the giver, it’s their mission to move the needle on global generosity by helping nonprofits better connect with and inspire their givers. Responsive. Fundraising puts the donor at the center of fundraising and grows giving through personalized donor journeys that responds to the needs of each individual virtue is the only responsive nonprofit CRM designed to help you build deeper relationships with every donor at scale. Virtuous, gives you the nonprofit CRM fundraising, volunteer marketing and automation tools. You need to create responsive experiences that build trust and grow impact virtuous.org. Now back to experiential fundraising with Britain Stockert, you have advice to around membership programs, how they can be more engaging. Why don’t you explain some of your thinking there? Yeah, membership programs are, you know, we have a customer in San Francisco and they have a museum um focused on media censorship and they have a beautiful high quality print publication. And so they basically set up just a membership program with different uh membership tier levels. Basically, if donors wanna sign up, uh depending on a certain price point, it can be $50 donation to 200 per month, depending on that membership tier. They, they get to feel like they, they’re exclusive members. They, they have access to very exclusive types of perks and benefits. Um That is a great way to generate sustainable income. Um I would say it’s very similar to monthly giving only, only that it is a membership program is really set up for nonprofits that, that have the capacity to deliver very specific and exclusive benefits to this group of people. Like you really need whatever you’re promising, right? You need to make sure you have the capacity to deliver. But I would say it is a very popular tool with a lot of our customers um as a way to create that sustainable income membership, membership. So it, it’s sort of, you know, it sounds like um you know, a lot of personalization, uh connection, connection to the mission, connection to your values, maybe even uh you know, thinking through something that’s again, memorable, experiential, you know, personalized. Um Let’s take a little digression. You know, you, you uh you have some thinking about what, what we’re all experiencing outside nonprofits. Now, the the experience economy, which is where your, your thinking kind of comes from. Let’s take a little digression before we talk about more, more strategies for doing this in our nonprofit. What, what uh we, we’re all experiencing it, the experience economy help us recognize what we’re, what we’re living through. Yeah, I mean, I can speak to you as a full time mother. I, I was hoping from the pandemic that we would slow down a little bit slow down in terms of in all of our interactions that we have, whether it’s at work or personal. We’re very thoughtful. We’re, we’re just intentional on whatever we do. We’re not seeing that it personally. And I hear this from a lot of nonprofits that I coach, they’re being pulled every which way and, and you know, I mentioned those kind of macro level challenges that our sector faces. But thinking about it from a donor perspective, we know demand for social services is at its highest, right? We also know that nonprofit executives that are needed in our sector are jumping ship to more consulting work. Donors at the same time are their attention, right? We have, we have shorter attention spans. Donors are being pulled every which way by I wouldn’t call them competing but many nonprofits that are really in need of their attention. And so in my, in how I’m feeling the world is not slowing down, it’s it’s a very fast paced world and we really need to be strategic and how we capture donors attention, how we’re more discerning as nonprofits in our interactions and thinking about how we’re engaging all of their senses because like I said, our attention, I think I heard it one time, Tony, we have the attention of a of a goldfish which is like 30 seconds. So. Right. Yeah, but uh but I’m trying to go bigger picture the the experience economy. What is that? What is the experience economy that we’re all experiencing. We, you know, personally the experience economy, we’re, we’re feeling fatigued, we’re numb. We also live in a world of filters and a lot of noise. And so I, I think about it watching a Netflix movie if I don’t have my glasses and I’m, and I’m watching the movie. It’s very monochromatic, it’s very flat. I need to be fully engaged. I need to have surround sound. I need to have all of these other elements that are tapping into my five senses to wake up and to pay attention. And so I think when we’re talking about experience, economy, we need to be smarter in how we’re engaging with people because people are fatigued, we’re tired, we’re very distracted and we have more external forces really vying for our attention. OK, cool. Thank you. Um Sponsorships, you have some thinking around sponsorships, how these can be engaging, share, share some of your, your thoughts there, corporate sponsorships, you know, I live in Seattle. We are home to big tech and engineering and you know, if you are a start up or emerging nonprofit, really taking a look at uh where you’re located. Most local businesses, most larger companies have great corporate social responsibility programs, um particularly new companies that have just launched a CS R program. They’re looking for nonprofits to partner with um to really support and to really kind of position themselves from other companies in their communities. You know, here in Seattle Microsoft has a month in October of giving and many nonprofits host on site volunteer events. And we partner with a lot of Microsoft teams. And for every hour Microsoft um donates not just $25 per their employee, but for every hour that their employee volunteers. And so a great way to build those event sponsorships is starting looking at your local community and looking at the companies that are there, getting out there, speaking to their teams and doing some sort of on site project to kind of loop them into your pipeline. Ok. Well, we, most of us don’t have the value of the benefit of a Microsoft, you know, in our, in our, in our neighborhood. So, you know, smaller, smaller local companies, uh businesses, right? Might be a dry cleaner. Yeah, it, it doesn’t have to be a Microsoft or Boeing or Expedia. I mean, look at local realtor offices or, you know, it’s a small to medium size businesses that they’re right situated right in the community. They’re feeling the need, they’re seeing a lot of the same social issues that your nonprofit is tackling. They wanna give back and that would be a great place where to start. They’re also uh a lot of companies are interested in engaging their employees in sponsorship that not just that it’s, you know, a $500 donation of services for a silent auction or, or a cash donation or something, but, but engaging the employees because e especially younger folks, uh millennials, gen uh maybe, you know, Gen X. Yeah, you know, they’re looking for experiences uh beyond there, we’re talking about experiential fundraising. So there may be value in engaging employees of the business in uh in, in your work. Yeah, Tony, I mean, you call it out, especially with Gen X and millennials. We’re looking for workspaces that really align with our values. Um And I’ve read quite a bit of research on this more so than competitive pay and benefits. And so yes, this is a great recruitment retention tool if you’re a company, no matter your size to offer a few days of volunteering. And uh you know, your employees really wanna be a part of, of that as well. But from the nonprofit perspective, you know, pitching that to a to a local company that, you know, that we have experiences or, you know, or, or would that or questioning whether that would be valuable for your company, that’s something your employees would be interested in. And if they have younger employees, millennial, Gen X um that, that may very well be giving back to the local, to the lo to one of the local nonprofits. I mean, and it goes hand in hand, you know, we’re living, many of our communities are facing issues with affordable housing and inflation and the cost of living and small to medium size businesses. They would love to provide even more competitive pay, but they may not be able to. So, again, this is a great kind of add on to the company brand, the values in terms of, hey, we, we, we, we not just have a corporate social responsibility program, but we allow you as an employee to take some time off whether that’s one day, five days a year, that’s, that’s a really great selling point to recruit top talent to your team and then also retain them because it, again, it’s really about we’re talking about experience, but a lot of this has to do with that humanistic component that a lot of gen X millennials are looking for uh in their workplace. And it’s important when nonprofits are approaching companies of any size. And, you know, I’m, I’m thinking more of local small businesses um that they recognize that they have value to offer the company, the business, you know, you’re not going hat in hand humble, you know, would you would you give but that you have value to add to the, to their employment relationship. Like, you know, you and I are talking about the potential of volunteering. Um You know, I don’t, I don’t, I mean, that could take different forms, you know, like you said, it could be a day a month or it could be several hours a month. But you want to recognize that you bring value to the sponsorship relationship. You’re not just humbly asking. Yeah. And I mean, to to your point, I can give an example. I was a start right in the heart of downtown Seattle, we have the third largest homeless population. And you know, here I am needing tech services. I needed a tech team to implement AC RM and to customize it. And there’s a tech company called Slalom. They’re big, they’re huge. And you know, I, where I found value and confidence in approaching them was Slalom is located in the heart of downtown Seattle. The need that we’re addressing, right? And so I think when it comes to, if you are a small nonprofit, find where the alignment lies. It doesn’t matter if it’s a large company. If that company has any type of close proximity to the issue that you’re addressing, then more times than not, they will be bought into what you do. And you know, that was just an example, a big tech company, small tiny nonprofit start up. But because we had this shared visibility of family homelessness, right? And where we were located, it was an automatic alignment. And slalom was like, heck yeah, we’ll provide you with those consulting services for six years. So have confidence if you are AAA smaller nonprofit find where that alignment exists. It’s time for a break. Donor box open up new cashless in-person donation opportunities with donor box live kiosk. The smart way to accept cashless donations anywhere, anytime picture this a cash free on site giving solution that effortlessly collects donations from credit cards, debit cards and digital wallets. No team member required. Thus, your donation data is automatically synced with your donor box account. No manual data entry or errors. Make giving a brief and focus on what matters your cause. Try donor box live kiosk and revolutionize the way you collect donations. Visit donor box.org to learn more. It’s time for Tony’s take two. Thank you, Kate. I had something happen in the gym just today. Uh The, the guy I know um his name is Tim and that, that helps me. It helps me remember his name to say Tim in the gym. Tim Tim from the gym. Um And I don’t talk to him that much. I’m not a chatty gym goer, you know, I don’t need 57 minute breaks between each different um different machine that I’m doing or different exercise, you know, with the floor or whatever, you know. So we just, it’s brief, you know, hey, how are you? You know, that’s it. Uh But today I was already exercising when, when he came in and I heard him talk to someone uh who he apparently didn’t know and he said, hey, you know, how are you? And uh the person didn’t hear because there was no response. So he says again, hey, how are you today? And then this woman replies, oh, I’m doing great, you know, hi, how are you? And then he says, Tim says, oh, I’m, I’m great too. Especially because it’s my 67th birthday and I’m, I’m on the elliptical. I’m thinking, oh, my eyes are rolling. I’m thinking, oh, Tim, you know, you had to, you had to get the woman’s attention twice just so that you could share that. It’s your 67th birthday. I’m, you know, thinking why so needy, why? You know that? And it’s not that big a gym, it’s a town fitness center. So, you know, we all know now that it’s Tim’s birthday today. Uh, and I’m thinking, you know, Tim, you know, I, I, it was sad. Um, I would wish for him that he would have friends and family that would know it’s his birthday so they could call him and text him. You know, and, and that he doesn’t have to go to strangers. This was a woman. It was clear. He, he, he had never met her, he didn’t know her. He has to go to strangers twice. And so, so he can make the point that it’s his birthday. So, um, makes me think of, you know, our social networks too. You know, if you haven’t, if you haven’t shared something, uh, you haven’t done it right? You didn’t, if it’s not on Facebook that you, you made this great dinner, then it never happened. Like if he doesn’t tell everybody it’s his birthday, then maybe he feels it’s not a stranger, you know, strangers. So, you know, have friends have, have friends who know you well enough that they’ll call you on your birthday. Right. And, and you can share your joys with them without having to do it, you know, publicly feel bad for Tim. I, I, she was not so needy. She had more friends and that is Tony’s take two Kate. Happy birthday. Tim. So sad. I hope he got a birthday cake. Like, I hope he went out and treated himself and got a little cake or something after the gym. Well, even better. I hope somebody got him a cake. Exactly. But II, I don’t, there doesn’t seem to be enough of that in his life. Well, we’ve got just about, about load more time. Let’s get back to experiential fundraising, holidays and Awareness Day, fundraising. There’s, I don’t know, there are probably 1000 awareness days a year that there might be more, there’s, there’s more than 1000 because that would only be like three a day. Some, you know, some days it’s, uh, you know, you, you look at, you look at lists, um, there could be AAA A score of them 20 in a, in a, in a single day. So there’s thousands, there are many thousands of awareness, so many and they, and they keep cropping up. Right. So, pick a niche, you know, National Pickle Day. If, if you’re, if, I don’t know, you know, if you’re, I don’t know, maybe I was thinking of if you’re fighting alcohol addiction, that’s that’s a bad choice or that, that’s probably an off color example. Don’t use that one. But, um, there are lots of, there are lots of awareness days. Um, and you also have advice about lesser celebrated holidays. What are the, what do you, what do you find the lesser celebrated holidays? I mean, again, it boils down to your nonprofit. What’s the scope of services that you provide? I oversaw a diaper bank. A lot of people have not heard of a diaper need. Well, sure enough, there was a diaper need holiday. So, you know, pick, pick your, your choice. There are so many out there. Um, personally, I’m very biased about giving Tuesday. It’s a saturated day. Every nonprofit is vying for a donor’s attention. So find, find a holiday or a day that better aligns with what your non profit specifically does. It doesn’t have to be popular day that everyone joins in on Valentine’s Day. And Halloween tend to be lesser celebrated by uh by nonprofits. So maybe, you know, those, I mean, you know, especially, well, not, especially either one, Valentine’s Day and Halloween tend to be less lesser thought of. Yeah, and you know, in terms of engaging with your donors and, and I’m, I’m redefining how, what, how we name a donor. You know, that could be someone that you serve. It could be a community leader, a city council member. These are all people that give you time talent, treasure and in terms of how you engage with them again, like we talked about Tony. Yes, those annual fundraisers need to happen. Yes, you and direct mail online year end appeals need to happen. But think about those regular touch points of how you’re engaging with your supporters, donor appreciation events behind the scenes, tours, workshops on whatever topic that you’re addressing, hosting some sort of community led workshop, people love to provide feedback and get and be compensated for that. Uh They can be compensated focus groups. So just kind of really opening our minds to how we build relationships with people. Here, I am with you, right? A late afternoon, we’re connecting. It doesn’t have to be this big formal thing. Like in many ways, we’re having a very intimate conversation. So local partnerships too, I mean, we, we talked about it in the sponsorship, something else that’s uh the another area that’s uh on your blog. Um You know, so we talked about it in terms of sponsorships but, but more like, you know, partnerships partnerships with um maybe recurring events like a farmer’s market, something like that, you know, something that’s iconic in your community. Yeah, I I think of partnerships in terms of advocacy. Um wherever you’re located, chances are there are government leaders, right, that have quite a bit of influence and power and starting to build relationships with your local city council members because they’re gonna also help you advocate to the higher ups at the state level and, and be able to help you pass legislation that really kind of complements the work that you’re providing. So partnerships tapping into partnering with city council members getting to know them closely. Um Obviously other nonprofit leaders thought leaders right there in your communities, small businesses, restaurants love to host fundraisers, restaurants love to, to do partnership types of events. Um There’s so many options like, you know, some, uh the 1st $5 of every dinner or the 1st $25 of every meal on a certain night, you know, goes to, goes back to the nonprofit. And so you’re giving them a surge because you’re gonna be inviting all your, all your volunteers and your donors and maybe your staff has a table, you know, so you’re giving them a surge for a night and uh some of the, some of the, the revenue comes, comes back to you, right? And, and partnering with other nonprofits in the same area of focus, right? Oftentimes because of funding, we’re pitted, we’re, we’re kind of pit against each other vying for the same funding. You know, that might be a donation drive if you’re taking in kind donations, physical items, instead of just your nonprofit, hosting a quarterly donation drive at your local grocery store or wherever, partnering with those other nonprofits providing similar services to kind of make it a bigger event. I know here in Seattle there’s a recycle and repurpose company called RWE. And we had a day our Diaper Bank where we partnered with three other major diaper banks. Like for a major campaign, we, we, we generated press. We were on the news and basically RWE. RWE has thousands of customers on a very specific day. RWE customers. I think about 4000 customers donated unused diapers. And basically, we got pallets. I can’t even uh 20 pallets of diapers where we were able to kind of split the inventory between four diaper banks. And the impact was huge, we were able to really expand our impact. So again, partnering with those nonprofits that you might see as competitors in terms of funding, but tapping into those, those relationships to figure out ways that you can better support each other. How did so many people have so many unused diapers around or they went out and bought them? Was it a campaign to, to, I mean, who, who I think? I mean, I’m the guy with no Children, but I would think you use up all the diapers you have and then you don’t need them anymore because your child has outgrown diapers. It’s a fair question, Tony and I, you know, I’m a mom and I would ask the same thing, apparently, Children from ages 0 to 3 outgrow diapers fast. And so they always kind of are on to the next size and families are left with boxes of diapers and boxes of diapers are expensive. So it was a day partnering with RWE where RWE customers could, instead of the diapers going straight to the landfill. You know, let’s give back, let’s, let’s re, let’s use them. I see how it works. Ok. So people, people hold on to the, the, the 0 to 6 months when, while their child is now like one or something. Oh, yeah. Ok. I didn’t know, I didn’t know people do that. I thought you were just, I don’t know, give to a friend or I never, well, actually I never thought about it so I, I can’t say what I thought because I never gave it a thought. Well, apparently there, there was not a venue, a place to donate that type of item. Right. Yeah. No, I mean, it was enormously successful for you. 20 pallets. I’m not, not minimizing at all. I just, uh, you know, I just never thought of, uh, unused diapers. I thought you would use them to capacity, like, squeeze your one year old into a nine month. But I guess parents don’t do. It’s a good thing. I’m not a parent because I would have, I would have had my, I would have had my one year old in a three month old diaper. I mean, if I got, if I got an extra box of three month old diapers around, you know, I’m going to squeeze you in. Yes. And they’re expensive. So, but, you know, that was, that was also in terms of partnerships. We were also by partnering with these other diaper banks. We were also able to form a coalition where on one day we went to Olympia, which is the capital in Washington, met with legislators as a team and we were able to pass what was called N diaper need where families get an extra 100 and $50 a month as part of as part of their TF so low income families got kind of a subsidy to help them pay for diapers. So again, tap into those partners, you know, other nonprofits doing similar work. There’s so much potential to really expand that impact, especially because we know the issues that we’re up against are massive and huge. And oftentimes are one nonprofit, no matter how well funded, how well staffed we are, we’re just kind of unable to address it alone. So, yeah, look for synergies. I was also thinking of community events like, you know, if there’s a Memorial Day celebration or 1/4 of July celebration, you know, can your nonprofit be a part of that somehow, you know, showcase, showcase your work, somehow expose the public at the, at the community fair around uh Labor Day or something like that. Yes. Yeah. Most cities again, going back to the city level, they, they do host those types of July 4th Memorial Day events. Um There’s gosh, we were talking about all of the holidays, Tony. There are a lot of those and at those events, they’re looking for not just businesses, but they want to see local communities show up and have a presence and get the word out about what they do because frankly governments can’t, they can’t fund these issues, they can’t tackle them alone. They really need those local nonprofits. So, yes, that’s a great idea. Tony. Look at all the events that your city is ho hosting, oftentimes to host a table is a nominal fee for the type of visi visibility that it brings. And it’s also getting to know it’s really connecting with your local neighbors. Oftentimes, I I know this as a former ed when I was leading a start up my initial round of donors, guess what? They were my neighbors, right on, right on Finn Hill. Um That’s kind of where I started really hyper local and then kind of expanded out. What else can we talk about around experiential fundraising that I haven’t asked you about yet? Well, what about the challenges? I, I’m thinking I’m thinking you might get a couple of questions that might say, ok, we would love to do this relational, slow type of relationship building, but the reality is is we’re caught up in the hustle of the day to day. We have a board that’s extremely resistant to change, you know, and so let’s just, those are some of the challenges, right? So I’m, I’m talking about this concept about needing to slow down needing to build upon the number of touch points that we have with our supporters, but we also know the challenges. And so, you know, I guess let’s talk about some maybe actionable ways that nonprofit professionals can do this. Um You named a great one. Let’s focus on uh for the moment, the board that’s resistant to change. How are we gonna uh defeat slay the naysayers? Oh, ah, you know, I’m still trying to figure this out. I, I would say when you’re recruiting board members, it helps to have board members that obviously have some sort of nonprofit experience, whether it’s a volunteer or, or they’re taking professional development training on how nonprofits operate. That that is a challenge. Oftentimes sometimes we get board members, well, meaning while loving very passionate people, they come from the private sector and with that they bring some very harmful perceptions about how do we operate, what things we should fund and so kind of tackling this re this challenge of a resistance, a resistant board is bringing on folks that have been there that have been in your shoes that get it. Um, people that are doing the work and just very open, very open to saying, ok, let’s, yes, let’s do an annual fundraiser. Yes, we still need to do in a gala in a live auction. Yes, we need to do year and giving. But yes, also let’s let’s come up with these really informal organic, not just donor centric, more community centric experiences. And so, yeah, it just comes down to just finding people that have been in, in the shoes of nonprofit professionals. I think that really helps with letting go of that resistance would also be a valuable exercise for your, for your board in fundraising. You know, if we’re like, you know, we’re talking about local partnerships, um challenges, you know, community, community engagement, that could be something that uh the board could help with, you know, what connections do they have? Uh maybe to other nonprofits to, to local businesses. You had mentioned, you know, political leaders, you know, how can the board help us expand our influence in, in any of those areas? You know, that could be something that, I mean, that this all falls under the rubric of fundraising, you know, for boards that don’t want to fundraise or board members that don’t want to fundraise their, their contacts can be valuable and so help in these ways around in the, in the community. Yeah, I think, and I think you alluded to something Tony is getting their buy in early, um really involving them in this process. And I think a good place where to start is would be in your strategic planning. Um Board members are well connected in many, in, in, in many ways, more than one, they might have some great ideas in terms of reimagining the types of experiences that we’re giving with our donors. And so in order to kind of change, change that resistant mindset involving them early on in your strate strategic planning, right? Um You might outsource that to a third party to facilitate that process, but getting their buy in allowing them to voice their opinions about what kind of experiences does the nonprofit wanna offer. And I think that will also help with the budgeting budgeting piece as well because once board members feel acknowledged, they feel heard they feel part of the process they’re bought into it early on, they’re not surprised. It really helps making budgeting for these relational experiential experiences easier, right? To really build a, build a budget for? All right, Britain want to uh just leave us with some final thoughts and motivation around uh experiential fundraising. II, I would just say we get so caught up in the scramble of sending out one digital appeal or in person appeal to the next. And I think just as a former ed, former development director is slow down, pause and breathe, it’s going to be ok and give yourself grace oftentimes it’s really those one on one intimate um experiences you have with your donors that are equally as important as that annual gala and live auction. You’re building extreme, you’re forging, you’re getting to the depth, you’re building really deeper connections with those really intimate experiences you have. So keep doing the great work, be gracious and give yourself a lot of credit because our sector really needs you right now. Britain Stocker, she’s on linkedin. The company is at donor box.org Britain. Thank you very much for sharing all your thoughts. Hey, thanks. Thanks Tony. I I loved your pickle comment earlier that that made my day. I might have to think if there is a holiday for around that. But thank you so much for having me, Tony. It’s been a pleasure. My pleasure. Thank you very much for sharing Britain. Thank you. Next week, we’ll return to 24 NTC with sociocracy and attract more donors. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com were sponsored by Virtuous. Virtuous, gives you the nonprofit CRM fundraising volunteer and marketing tools. You need to create more responsive donor experiences and grow, giving virtuous.org and by donor box, outdated donation forms blocking your supporters, generosity. Don Box fast, flexible and friendly fundraising forms for your nonprofit donor box.org. I like the way you say that. Don a box. Like it’s obvious why do we even have to say it? It’s so obvious, daughter. A box. All right. All right. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Pernetti. The show, social media is by Susan Chavez, Mark Silverman is our web guide and this music is by Scott Stein. Thank you for that affirmation. Scotty be with us next week for nonprofit radio. 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Nonprofit Radio for August 4, 2017: Personalized Philanthropy

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Steven Meyers: Personalized Philanthropy

Steve Meyers wants your fundraising to be seriously (really!) donor-centered. What do you need to do internally? What are his 3 killer apps? How will your solicitations change? How do you count the new gifts you’ll get? Steve is author of the book “Personalized Philanthropy.” (Originally aired June 17, 2016)




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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. What a cool show last week, thanks so much to scott stein and claire meyerhoff for being in the studio for non-profit radios, three hundred fiftieth great great time laughing. Lots of callers live music loved it, loved it. I hope you caught it. Thanks so much. Oh, i’m glad you’re with me. I’d be hit with pirate. Oh, genesis! If you made me hot with the idea that you missed today’s show personalized philanthropy steve myers wants your fund-raising to be seriously really donor-centric what do you need to do internally? What are his three killer aps? How will your solicitations change? How do you count the new gif ts? You’ll get stevie, though. Is author of the book personalized philanthropy that originally aired june seventeenth, twenty sixteen on tony’s take two solitude we’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com and by we be spelling supercool spelling bee fundraisers we b e spelling dot com you should know that steve myers is no longer with the american committee for the weizmann institute of science he’s, now founder and ceo of personalized philanthropy and a member of the carter center advisory council on philanthropy. Here he is with personalized philanthropy. I’m very pleased that steve myers is here in the studio for the hour. He is vice president of the center for personalized philanthropy at the american committee for the weizmann institute of science and author of the book personalized philanthropy crash the fund-raising matrix he’s, a frequent and popular speaker. And he’s at stephen meyers eight six three s t e v e n o m e y e r s welcome stephen meyers. Welcome to the studio. Hello, tony. Glad to have you in person. I love it here. Glad you’re here. Um, let’s. Start with the basics with the title. What is this matrix that you want people to crash? Yes. The book is called crashed the fund-raising matric because it reflects what my experience was when i it was in the process of writing the book when i realised all along that i’d been living in these two cultures that were completely unaware of each other. And the matrix, the movie, the matrix is the perfect metaphor for describing these two cultures if you remember in the movie dahna you have to describe it, i didn’t see the movie in the movie, people were taken over by cybernetic implants, robots, machines that rebelled against humanity, and they existed only in ah, like in a computer matrix, and everybody in the matrix was really unaware of it. They just thought that everything was normal, they were living their normal lives, and they didn’t realize that they were kind of being held prisoners, that they were enslaved in a sense and that’s what the movie is about when this one person that called neo the one wakes up to the fact that he’s living in this synthetic artificial environment you are you are our neo am, and i’m standing in for all the fundraisers who are trying to wake up who feel the same sense of something’s just not right in my world is the fundraiser, and that was the experience that i had, andi i wanted to write the book to share that with people so they could wake up, help them to wake up and kind of escape the confines of the silos and the channels that they’ve been stuck in for so many years, okay, sometimes without even realize again. Ok, eso your neo nickname neo-sage steve neo-sage miree all right, rob was deconstructing the titles are working a little backwards. Now, what is the this model? Personalized philanthropy, personalized philanthropy is is the antidote the opposite of what goes on in the matrix? If you think about fund-raising and philanthropy when it translates into the way that we work? It’s really like there’s two cultures there’s an institutional focused culture which is focused almost entirely on trying to make campaign goals and reach objectives within the annual department or the and the major gift department. And the plan giving department and even the small organizations tend to mimic these the’s, silas and channels. So my first experience wasn’t really working, and maybe a two man organization to people and one of us was assigned this one channel and the other one of us was assigned to the other channel. And how ridiculous is that it’s a counter intuitive. So the institutional focus is set off against this personalized focus, where instead of trying to service the campaign you’re trying to serve the interests of donors, you meet the donor where they are instead of where the institution is. So you’re really talking about a whole new definition of what philanthropy is and what fund-raising is for we’ve been talking about donor-centric fund-raising for a dozen years or so, roughly, maybe, maybe more? Sure, i mean, i’ve been in fund-raising from nineteen years, i don’t think we started out that long ago, but donor-centric fund-raising donor-centric has been around for i’d say, at least a dozen years or so, why is how are you nio going toe going to make this different and actually get us to where donor-centric is supposed to have been a cz long as twelve or fifteen years ago? We’ve been talking about donor-centric this and donor-centric that for a really long time, but we really haven’t had much to do about it when some people talk about donor-centric fund-raising they’re talking about recognizing the donor or maybe finding a vehicle that they’re talking about selling a vehicle that they need to sell in order to make to bring that donor in. So really donor-centric fund-raising and that’s really a copyright it’s a trademarked on dh it it really could have to do with how you thank them, how you write to them, how you called cultivate them, but it doesn’t really have anything to do with what fund-raising and philanthropy is about which under my definition, the deafness that i’ve been working with is trying to mesh the compelling needs of interests off a donor with the compelling needs of the organization. So that changes if you start with that definition where the donor’s needs matter that’s the focus is on them. I really refer to this is stoner focus giving rather than donor-centric e-giving because the shift means that you’re focused on trying to understand the compelling interests and the passions of the donor and how they would connect to your organization. All right, that’s. Much different than the institutional focus. I hope personalized philanthropy is going toe is not going to take his long tto be really be realized. As as donor-centric trademark name. Okay, you’re thank you. You’re the evangelist for for personalized philanthropy. I believe i am, i presume. Okay, very good. We got the right person and i mean you. You brought the book all right. There’s let’s, make sure that we just have a minute or so before break, but we got plenty time to talk. We’re in, you know you’re here for the full hour. Let’s make sure that small and midsize shops know that they have this is applicable to them. And they probably have advantages in tryingto pivot too, to be personalized philanthropists philanthropies sent centers or shops, right? Yes. When i wrote the book, i was thinking of the person like me who was working in a small shop who had a background in annual giving and found themselves working in a major e-giving field. So for me, they were always connected. And i think that this is about empowering and enabling a person in a small shop to make a difference with every donor that they work with, not just the ones that there focus on for annual or planned or major e-giving you meet the donor where they are that’s the that’s, the magic of this. Okay, excellent. All right. I want that reassurance. I’m very glad to hear it. And steve and i are going to keep talking about personalized philanthropy. Stay with us. You’re tuned to non-profit. Radio tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Welcome back to big non-profit ideas for the other ninety five percent. Let’s get some early live listen love but my my voice just cracked like him twelve years old books i don’t want to summerlee live listen love so let’s say hello and send love to san diego, california, oakland, california. We got the north and north and south represented, uh, garfield, new jersey. Cool garfield. I’m not familiar with garfield used have relatives living there. I mean, you haven’t checked in before. Glad you’re with us. St louis, missouri, new bern, north carolina live listener love to each of you. I’ll bet there will be more to come. Let’s go abroad has always checking in the big three in asia, south korea, china and japan. Always listeners from each of those in south korea we got soul and actually have multiple south korea so there’s more than more than one we only see soul anya haserot and in shanghai and shanghai. And also beijing ni hao and yokosuka, japan. Konnichiwa and i learned something else from our intern ho, jon for soul i omitted so let me try this. Tio tio, south korea comes a hum nida all right, i hope i just said something like hello and welcome good my intern, our intern assures me i did. I’m glad live listener love lots of live listen love going out, okay, steve myers, you talk about in the book you mentioned a few times transformation over transaction flush that out from this two ways to think about fund-raising the usual ways to think about the donor period and have a colleague who was written a book about the donor lifestyle cycle pyramid and the pyramid you’re thinking about transactions you’re thinking about where a donor falls as a major donor at the top, in the middle or at the bottom in transformational fund-raising you’re really thinking about time, you’re thinking about loyalty, you’re thinking about relationships, and they can take place over time, and the problem with with the pyramid style the transactional is that each transaction is separate and unrelated to all the others. What personalized philanthropy does is it creates a new model where all the transactions are connected to one another so that each gift can count in a way that would never count ordinarily, and that could explain, i can give you an example. I love examples stories. Just imagine, imagine a rope. What ended the rope is the first gift. And another end of the rope is the last gift. This is the chain of value in plan giving in and fund-raising okay, and if you know all the all the value comes out of the end when the donor dies, implant given it. Well, really. And if you think about the lifetime value of a donor, the big gifts come at the end. Yes. Okay, andi, you’re looking for bumps and major gifts and special gifts gifts you make frequently gifts you make once in a while during a campaign and gives you make once when you die. So what you have is you have a long rope with a lot of knots in it what you’re gonna do and personalize philanthropy is you’re going toe move this rope around and you’re going to connect all of the knots and that’s good means that all of these gifts are going to be connected with what another and they’re going to be united around ah, common purpose that the donor has an objective, a goal that not one gift could achieve, but altogether. They can start to make a big difference during the donor’s lifetime. That’s a radical rethinking of how philanthropy works can we tie the two ends of the rope together and make a circle so that it’s it’s unending and non never breaks a circle? Or you could make a don’t want teo, don’t make a noose you make, you know, make a circle. You’re making really a tapestry like like a persian rug each age a lifetime of giving it has a different design and each donor of weaves their own tapestry of giving as they go through their life. Okay, i won’t force you to take the metaphor any further. We’re going to start making cat beds and that’s not okay, okay, now you you run at the weizmann institute, the center for personalized philanthropy. I’m betting that it wasn’t called the center for personalized philanthropy. When you first got there, you had toe make some changes. I was the national director of plan giving that i was the a national vice president for planning giving. And then ultimately we decided to abandon the title of plan given because sounds very solid and make trixie to me. Well. It what it was we came to realize that playing giving us just a cz much asylum or channel as any of these other poor paint and we weren’t working that way anymore. So we wanted to change that. Actually, what inspired the change from plan giving to personalize philanthropy was when my organization, the weizmann institute, decided to establish a center for personalized medicine. That’s, a collaborative, multi disciplinary interdisciplinary program where people are collaborating in all kinds of new ways. And when i heard that phrase personalized medicine, you mean this medicine is designed for one person only and it’s going to work the first time in their dna. Tnegative with that with their deanna. Why? You know, that just was a wake up call for me. That that’s what philanthropy and fund-raising auto bay. All right, one of the kind of full spectrum, all the building blocks should be available to you. You bring them to where the donor is, rather than trying to sell them something that you have you been instructed. Really? Basically tto bring to them and ask them, would you make a gift of x for this math building, math and science building? And it doesn’t matter if the person cares about mathos sign it, maybe they were in the art department or they were a into literature or poetry. And why would they? Yeah, but we need based on our needs space three organizations needs. But now that you had to do some cultural and organizational change, teo, to create the the the center for personalized philanthropy, what advice do you have for people who want to initiate this in their own organization? How do we start that conversation? I wouldn’t make a lot wouldn’t wait a lot for the organization to change its culture or its policies or procedures. Yeah, personalized philanthropy is something that you could begin to think about when you kind of open up your your mind first realize that there is this matrix of silos and channels that all of our fund-raising basically is in right, and you want to try to find a way to connect your current giving in your future e-giving around where your donors are at, and in order to do that, you need, like like in personalized medicine, they have the technology they have, they’re using technology in new ways they have computational biology so they can look at all this life science information in a systematic way, and this technology allows them to personalize medicine, so we have to have some tools that allow us to do this. So i developed these things that i called killer aps they are gift designs for bringing together current and future gifts that could be personalized and individually tailored to work with each donor-centric get to the killer aps, but we’re we’re we’re spawning neos throughout the throughout the world, and there are in small most of them listeners there’s, a small and midsize non-profits and they want to start a conversation about making a shift to personalize philanthropy from the matrix that they are now burdened with, right? We’re on some tips. How did they start? But they’re going to sound like a lunatic the first time they go to their vice president or their ceo executive director, personalized philanthropy, and they have rope metaphors and not since you know how maybe based on your own experience or you know you’re coaching of others, how do we get this process started in our own currently matrix to shop? Well, as i said, the first thing you have to do is wake up to the fact that you’re working in a silo. Oh, and awareness awareness, and then you need to look outside of yourself outside of your silo. And for instance, if you’re involved in plan giving, you know that one of the things that really makes that correlates with the plan gift is the donor who gives all the time a daughter who gives frequently tends to be the kind of person who wants to remember your organization in their state plans. In fact, they may already have done that, so you would think, wouldn’t it be amazing if we, without changing very much of this donor’s habit or pattern of giving they could have a much greater impact today instead of waiting until their their death, when they’re bequest, comes in so kind of realizing that it’s possible t to have impact and recognition for a donor that begins right now? Okay, we were so we’re going to look teo methods of current recognition and current value for both the organization and the and the donor, right rather than long term. All right, all right. Let’s start and and you have. The killer aps before we get to the killer aps, i think i’d like to just explain the spend rate because the apsara largely dependent on an endowment spend rate and there may very well be organization that don’t even have an endowment yet. So let’s explain, spend re this personalized philanthropy works whether or not you have an endowment or not, right? If you don’t have an endowment, you still need to have cash reserves, and you still need to be able to be financially sound so that’s an objective that every organization has, even if they’re a food bank or the kind of organization where they believe that they should not have an endowment. So there are a good number of them there’s a lot of them out there, actually smaller ones, right? But the basic principle involved here is what i would call something like like this it’s the grail of fund-raising the question that is not asked very often bye donors to the organization is what’s the best gift that i could give you if i could give you anything that you wanted, most organizations would ask for id like a gift of cash and i like it right now, thank you very much. Oh, and they would, and they would like to have it for general purposes, but the question that they don’t know to ask is, can we have a gift that will start working right away? Because we need to pay our bills? We have current needs, and we also want to sustain ourselves for the future. So we need a gift that starts now and grows and scales up for the future, and most people in playing, giving our only focused on the future and most people in major and annual giving our only focus current president, right? So this grail of fund-raising is the gift that it really is the ultimate, the kind of gift that the organization needs the most, but doesn’t even know how to ask for ok and that’s the kind of gift that were talking alright, let’s define spend rate for people, and then we’ll get to your killer aps spend spend rate, please, in an endowment on down when it’s usually thought to be the most important type of gift because a person makes a gift, and instead of being expended immediately, it goes into a bank account, an investment program and each year a certain percentage of that fundez is spent on the the project or the program or the program whatever that might be and usually it’s like five percent. Yeah, i’ve seen between, like, three and a half and five. Yeah, okay, yeah used to used to be hyre when the with economy tanked a few years ago was spending rates began to drop right? Because this is the amount that you’re spending from your endowment and your endowment is supposed to be perpetual. So when investment returns or low spend rate spend rates come down, this is typically decided by the board or maybe a committee of the board each year, and sometimes they look at the role of the average of the past three years, returns and that’s all financial stuff like if you left the idea that yeah, i’m just one of just feeling a little background, so to spend a rate so the spend rate changes from year to year. That’s the point, and typically, you see, same like three and a half to five, usually it’s around around five percent and for the purpose of conversation it’s it’s pretty good. So that if someone makes one hundred thousand dollars gift for an endowed scholarship and the scholarship is a proxy for whatever is something that’s really important to the donor into the school or the organization meshing? Yes. Then that hundred thousand dollars is going to produce, like, five thousand dollars each year we spend each year five thousand five percent of the endowment. Okay, so that’s how that’s, how the spend rate works and the goal of every fundraiser is to go out and get that endowment gift. All right, now we got the basics. Your first killer app is the virtual endowment. What is that? Well, it sounds very jargon. E virtually way. Have george in jail on tony martignetti non-profit radio. Okay, but i know you’re going to get yourself out quickly. I’ll try. I’ll try. Well, you take that. And down with that, you just talked about the hundred thousand dollars that produces five thousand dollars a year. You turned it upside down. This sounds like the veg o matic doesn’t ok. He turned it upside down. It produces the donors is giving you the five thousand dollars a year every every year say for five years or ten years, and that is going to be treated as if it were the product of an endowment that is yet to be created. So this donor has you in their will already safe for one hundred thousand dollars, and they’re pretty comfortable giving you five thousand dollars a year, and they’ve been doing that without even being asked for it. And it was maybe for general purpose, but they’re not comfortable giving you the hundred thousand dollars that’s right during their life, or at least to this point in their life. But their pattern of giving is such that an annual give her already, and they care about the organization. So at the end of the rope to the end of the chain of their living and give it is that hundred thousand dollars? So why just come a bit closer to the mike? Okay, thank you. So who is to say that getting that five thousand dollars every year? No, and then getting one hundred thousand dollars later where the program becomes self sustaining? Who’s to say that that’s not just his valuable a cz getting one hundred thousand dollars up front, right. Ok. That’s a virtual endowment, and then with the donor passes away, the virtual endowment essentially becomes a true and down okay, or if they have a life event that changes their circumstances and they’re able to fund their endowment foully or maybe even half or some, you know, big, big bump while they’re living that’s great, but in the meantime, they’re they’re giving you what you would have spent from the endowment anyway. Brilliant it’s, very simple, not too many organizations do this, though i take it they don’t do that often because they’re focused on having a separate annual campaign, and they’re gonna maintain that base of annual donors and they have a whole maybe, either they have a whole separate division, a department and a department head who focuses on annual giving and a on another department that focuses on major e-giving in another one that focuses on plan giving, and they just they don’t connect up, and they have a lot of issues about who owns the donor and speak to the donor. So and what do you doing? Speaking to the donor there? Not a plan giving prospect, right thinking, right? So if this this donor that you’re describing doesn’t meet the major gift level because here she can’t afford one hundred thousand dollars outright, then they’ll go to the maybe they’ll drop to the or be shifted over to the annual e-giving team or something, but they won’t think of it as a virtual endowment. They’ll just think of it is we get five thousand dollars a year from this person, but they’re not thinking longer term and it’s usually not annual fund silo in the matrix that the preferred gift in the matrix in districts general unrestricted gifts because we know how to spend your money better than you do on. And we needed to keep our operations go. They’re not thinking about devoting it to a purpose that might later be endowed fully that’s, right later in the person’s life or at their death. And if the purpose is central to the organization, if they had that endowment and they could do anything they wanted with it, they would most likely be funding those kind of programmes anyway. Yeah. Okay. Okay. Killer aps o okay, before we get to the killer aps two and three. What? Just make clear why they’re called killer. Aps they’re called killer aps because, like with any kind of technology, when new technology comes on, it just sort of wipes out everything that’s come before it the’s when you employ these aps and you work with them with donors, they achieve gifts that are so much greater. The donor you were talking about, who was the five thousand dollars donor-centric thousand dollars on the books, so that could be, you know, a two hundred thousand dollars done, or even a much larger donor. It just changes the way you think about how you, how you work, you really don’t want to go back to living in that silo. Once you’ve been able to span plan major on annual giving through one of these per highly personalized gifts, they really work amazingly well. Excellent. Okay, we’re going take a little pause, much more. With steve myers coming up, we’re gonna talk about the philanthropic mortgage and step up gift on how your solicitations air going to change more with steve myers coming up first pursuant midyear fund-raising reports and benchmarks air out, you’ve you’ve seen them, you’re getting them in your inbox, but what’s most important to follow what? If you’re not hitting the benchmarks, what if you are? How do you keep it up? Check out the archive of the state of fund-raising midyear checkpoint webinar with ceo trent ryker and senior vice president jennifer bilich they will help you push through your third and fourth quarters those important six months by making sense of all the data they’re dated. Driven, of course, it’s at pursuing dot com you quick resource is then webinars. We’ll be spelling super cool spelling bee fundraisers. These things are ideal for a millennial night out. People have been talking to alex greer, the ceo, because he reports back to me so ah, i’m glad more people call. Check out the video it’s at we b e spelling dot com see what they’re about music, comedy, dancing, spelling, fund-raising and then talked to alex or you could just pick up the phone. You don’t have to if you don’t want to watch the video, just cut right to the chase. Nine to nine to two four bees. That was not my idea. Now time for tony’s. Take two solitude. Did you get yours this summer? If not, you still can if you did. I applaud you. I admire that. Please do if you haven’t of reprising my high production value video from last summer called solitude. I shot it on location in some location upstate new york, full cast and crew credits solitude, it’s at tony martignetti dot com. And that is tony’s. Take two. Here is steve myers continuing with personalized philanthropy. Steve myers never went anywhere. Took a couple sips of water. Thank you for your indulgence. Let’s. Talk about another killer app. The philanthropic mortgage. What you got going on there? Yeah, i did. The philanthropic mortgage seems so intuitive, but it’s something that we would never be able to think about in highly silent and channeled environment that they call the fund-raising matrix. Yeah, philanthropic mortgage. When you when you buy a house, you don’t have to pay for it in full before you move into it, you’re not. You create a mortgage. This mortgage you are paying, you’re making like one payment and the payment goes partly for interests. And the other part of it goes, who build equity in your in your home bill’s equity principle. Yeah, yeah. Building building princessa build equity, but basically the idea. Here is that your it’s? Just same ideas, thie the virtual endowment a person can make a gift of that spending rate for the for the scholarship that they’d like to have. And so the scholarship khun start up right away and then in the virtual endemic, they’re going to make slight, sort of like a balloon payment at the end of their life. They’re going to pay it off through there bequest. But in the idea of a philanthropic mortgage, you can pay more than just the quote unquote interest. You could also pay a little more than the spending write thie operating annual cost of that on that little bit extra goes to creating and building equity in your endowment fund beautiful so over years, over time, you could build the equity in your fund, and your program can begin right away. So if you’re talking about a scholarship or professorial chair, you get to meet that incumbent, you get to get the letters from them, you get to go and play an active part and have a relationship with the organization of the people that you’re supporting. So going back to our hypothetical before maybe that donor is giving ten thousand dollars a year or seventy, five hundred years, five thousand is the spend rate, and then the surplus goes to start building up that endowment, which will be fully funded at some balloon payment with some balloon payment in future. That’s exactly what all right, there’s a there’s an even more interesting example that relates us up to a donor who’s maybe a little bit older, and they’re going to have to and they have an ira ira now that that thie permanent charitable roll over is in effect, right? We know that it’s going to happen all the time. We want to wait to the end of the year, and guests wait to the last minute so we could make these gifts whenever we want to. So that means if you’re working with the donor who is going to be seventy and a half in the next couple of years, they’re going to start taking money out on a regular basis, right? That required minimum district required to do that and let’s say that they don’t need it toe live that could become part of the, you know, both part of the virtual endowment and it can also be part of the little extra that they might have. So working with a donor who for the first couple of years is just paying the spending right to create a post doctor old chair in computer science because he loves that. But towards the end of the schedule, he’s going to reach the age of seventy, the half he’s going to get a huge for him, at least required minimum distribution of that’s going to be his balloon payment. Right. So he’s going to pay the regular amount. And then the last year he’s going to receive a much larger amount from his ira and he’s going to add that complete his thie endowment that he writes for the post doctoral fellowship in his parent’s names. I’d like to think of the the ira now, especially because the rollover is, well, it’s, actually a qualified charitable distribution. But everybody knows there’s a rollover because that’s, now permanent, we might start to see, you know, ira’s sort of become i got many foundation. You can do your charitable giving through your i r a have a count toward this required minimum distribution, which for a lot of people is more than they want or need, and then you’re not, you know, text on it. You avoid the federal income tax on that, that distribution or that gift teo to the charity so not only doesn’t have a value as a transaction, because each time, as you pointed out, you don’t have to pay a tax on the money that you’re giving away, you’re never taxed on it. Essentially you can use it strategically to grow. You’re on pay, the spending rate and the operating costs for your program so you could begin right away transformational and transaction sorted. It’s okay, we agree, it’s, not a hostile environment didn’t think you’re walking into a house down farm. Okay, um, your your final killer app is a step up gifts, sort of a hybrid talk about talk about to step up and it’s a hybrid that person might be able tio this is one of those gifts that people wouldn’t think about because they would think that i could never have a professorial chair, at least not during my lifetime, because the professorial chair cost of million or two million dollars and that’s going to be more than likely. That i’ll be in my state, but i can’t really find a way to access that money. Now, however, i can i do have that five thousand dollars that i’ve been giving every year for general purposes on dh i could continue to do that for a number of years, so i could start off by funding that scholarship we talked about earlier that hundred thousand dollars scholarship that costs five thousand dollars a year, so during my lifetime with simon older donor, i could have that masters or other scholarship that could begin right now and then upon my death, the funds for my estate, a bequest for my estate could step up that endowment to the million or two million dollar level. So basically my gift would step up from a master scholarship or a doctoral scholarship or a postdoctoral scholarship all the way up to a professorial chair through my estate, okay? And my plan would be put together s so that the totality of my plane would be understood by both myself and by the charity that i’m working with from the very beginning, right? This is a comprehensive that truly is a transformation will get it transforms from an annual gift to a major scholarship gift than to really a very substantial st gift. And they’re all tied together around the same purpose, even though there are separate gifts that function for different purposes along the way. And then, ultimately, they all go for the same purpose. How do the killer aps and the smashing of the matrix and the creation of the personalized philanthropy? How do these all come together to change our solicitations? That’s really a good question. I think it changes the way. First of all, it it changes the way that you think if you go back to the back to the movie the matrix, when people see the matrix, they sort of acquire these magical powers that could kind of see around corners and they can fly, they can defy the laws of physics because they understand the world in a in a way that was different in the way they understood it before. So if you are, if your practice becomes one of personalized philanthropy, you’re kind of working as an enlightened generalised you have all the gifts, all the building blocks of philanthropy that you could bring to bear on each person, wherever they are and that’s going to change the nature of your work. You’re going to be basically sitting on the same side of the table as the donor, really an ally, a force to help them achieve what they want to and realize what’s what’s possible that they never would have thought was possible before by connecting all these small, modest gifts that they could make during their lifetime with larger gifts that they could. Make through their estate essentially changed the whole value change, so the value can come out when they want it to come out and achieve that impact on dh begin to change society now. So that means that instead of just kind of being a hit and run kind of fundraiser like the annual fundez people come in, i’d like to get the same thing i got last year, maybe a little bit more, you know, and then move on to something else. Instead, you’re connected with the stoner through time, you’re not just looking at them at a point on the donor pyramid, you’re looking at their whole lifetime value as a donor and that that changes everything, the changes, the process for developing a personalized gift is much different. I think the solicitation of a typical asking for a regular don’t write your soul stations is going to be more questioning and what’s important to you and what what brings you joy around the work that we do, and right and more of a process than a discreet sit down? And the loser is the one who talks first after the ask is made and then in four. Days there’s a follow up phone call. What are your thoughts about what we pitched, right? Very different. It’s it’s really completely utter lead. So what are some of the things that you ask about in your solicitation meetings? Well, it’s not that i ask any pursuit, different questions than other fundraisers would just when i when i huh we’re thinking is different, i’m listening, i’m listening in a different way. And so what are you doing? Let us into that neo brain. Okay, well, what are you doing? What i’m trying to do is some trying to discover what what matters to them and what i have that other fundraisers don’t have is that i have these killer aps that khun connect to where the donor is, so that if a donor has a habit of giving annually, i couldn’t begin to think about how i might they have a greater impact by connecting all those gifts that they’re doing if they gave for the last ten years, five thousand dollars a year, chances are pretty good that they won’t be offended if we talk about if you continue your pattern of giving, you could have a whole different kind of impact then you then you were having the fair. So it’s it’s a different different tools and technology that i can use. I don’t have to sell them the math building when they’re really more interested in the arts and music programs i can start with where with where they with where they’re at. Okay, so that that makes all the difference. All right, thanks for letting us into that head. We want when i want to be there explicitly, even though we’re there for the hour. But it’s a good head today because you, you know, you’re not just talking about donor-centric donor focused e-giving when you get this information, you can use it so that if a donor is if they may already have included you in their state plans princessa lot of donors they will they will do that without even being asked that’s that’s where they began. So you know that there’s going to be endowment, possible att tthe ENDOFDICTIONARYTRANSCRIBE so that the impact of that future gift can start now we have just about two minutes before break. And in those couple minutes, i want you to flesh out something you talk in. The book about the four children from the passover seder? Yeah, just a couple minutes. How do they figure into this? The four children? Who are they and what? Okay, in there in the passover, in the passover services, this is part of the service that gets recited every year, so people know these names might be familiar with him. So you could well, they think that we were going to passover seders. I’ve only been to one in my life and i don’t remember the four children. So the four children, the seder are the wise, the wicked, the simple and the one who doesn’t know how to ask. So just imagine that these people have grown up and become donors and each one of them in the past, over service. The idea is to try to reach each individual, each type of children of child where they are, and begin with what they are, who they are, and to relate to them as individuals on then you build out, you build out from that. So the four children who begin to think about them a stoner’s, you begin to focus on where they’re at. If they’re wise, they might give it they might be the kind of person who gives every year without being asked if they’re wicked, they might. Now wicket is not it’s, not a bad term in this case, it’s a kind of a positive thing because the person would be discerning very smart, they might have an interest in taking care of their loved ones as well. The donor, who is simple just might begin with a bequest because as the seeds were planted before them, they will continue to plant the seeds for the future. And the donor who doesn’t have know howto ask, is the one who has a charitable inclination but doesn’t know how to scratch that itch so that they’re the most fun to work with the ball. Beautiful that’s, great story. I kind of wish we’d ended with that, but we’re not ending, but we have. We’ll have a good ending anyway. Let’s go out for a break when we come back, stephen, i’m gonna keep talking, talking a little about counting all these new gifts that you’re gonna be getting stay with us. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked and they are levine from new york universities heimans center on philanthropy tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. 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If you have big ideas but an average budget, tune into tony martignetti non-profit radio for ideas you can use. I do. I’m dr. Robert penna, author of the non-profit outcomes toolbox. I was just talking to robert planet this morning, as i was saying that’s, a pure coincidence. I did not choose that drop, teo, be put in he’s going to be guest next week. Got more live listen, love rego park, new york. Welcome that’s queens, of course, and augusta, georgia, thea, was that the masters that always in the u s open no usopen rotates the masters in augusta, isn’t it? Live listener love to rego park in augusta, we also give ah, sweden and kazakhstan with us live. Listen, love to you wonderful, thank you for being with us now, affiliate affections. Did you think i forgot the affiliate affections? How could you think that i forgot affiliate affections and podcast pleasantries? Our many affiliate stations am and fm stations throughout the country, wherever we fit into your time block throughout the week, whether it’s a sunday or a tuesday very grateful that you are with us affiliate stations throughout the country, affiliate listeners on those am and fm stations and the podcast pleasantries have to go out to our over ten thousand listeners. Podcast wise, so glad that you were with us. Most ofyou come through itunes, although there’s, others a stitcher and there’s ah podcast site in delaware, delaware it’s d d, which is germany in germany, that we get a lot of listeners from whatever site you’re catching us from. Thank you pleasantries to the over ten thousand podcast listeners. Okay, steve myers, we’re going to have lots of new gifts coming in, and you’re pretty. You’re pretty generous about counting you don’t say very generous don’t say that in the book, but it’s between between the lines you want, you want to give as much credit as possible. Not not surprising. Really. Yes, yes, you do let’s talk about, say, i’m non-cash we break this down, we look at the killer aps and how they would be counted. Or what’s your what’s your counting philosophy generally let’s start there. Okay, the prime directive for me and counting is don’t just count one number. Yes, you said that explicitly. The book? Yeah. Playing everything in our lives. It’s the sort of damage cleese hanging over the head of every fundez razor, its financial resource development. And how much did you raise? You have to? How much did you raise? What did raise? And if you don’t have an answer for that, someone else will. It’ll be on accounting formula financial formula that tells what the present value is of all the gifts that came in. And of course, the president value doesn’t include bequests or request expect expectancies. It doesn’t include dahna the kind of cultivation in the activities that you dio, it reduces everything that comes out of the system that doesn’t not have a present value. Yeah, and as fundraisers know thiss a lot of things that we do that that would be considered us fund-raising achievements that normally don’t count. So we wanna have a way of describing what it is that we do that goes along with how we feel about what fund-raising achievement actually. Is so when i say, don’t count just one number, what we’re really saying is there is one number that you have to be aware of it everybody has to know that, but there’s a complement of that one number and it’s a multi dimensional set of numbers that can help us to measure our own effectiveness and convey to the people that we are working with and for what all this fund-raising has been about and really there are three kinds of gifts that we we like to count outright gifts that count one hundred percent gifts, that there would be like category one gifts like cash and cash equivalents call those the category one cash cash equivalents that would include pledges that are like payable over a couple of years. Legally binding, i get legally binding place it’s legally binding pledges ok and legally binding pledges couldn’t include pledges that air payable over one, two or three years, but also pledges for older donors that are going to be they’re considered is bookable or irrevocable from their estates. That’s another type of ah gift that would count in this cash or cash equivalents. The second category is thie irrevocable gifts that we we raised a charitable remainder trust and gift annuities, and part of the value of them would count in that one number, and the rest of the wood would not count until they were later received. And the third category is revocable gifts or or bequests that are expected, but that have not yet been received and they’re not legally binding and they’re not, and they’re not legally because there are ways of making a bequest legally binding if the person signed a contract to bind their state testamentary contract. Okay, so this, uh, this journey towards personalized philanthropy really began for me with this question of what am i doing here? What? I just asked that question about a half an hour, you’re just asking that’s a really good question that you should always be asking, what am i doing here? And if you’re on task, you’re doing something that relates to one of those kinds of gifts you’re cultivating a donor for a future gift your culture, get cultivating them for a gift that can provide income to them now in a gift to you later, and you’re also cultivating a formal gift that they could make now and that you can have now that could be both cash or khun b assets other other than cash and that’s. How you would evaluate what you’re doing in kind of a multi disciplinary way. How do you like toe, give credit to fundraisers for activities that aren’t quantifiable, you know, advancements in a relationship, but the person didn’t increase. They’re giving this year or pledged to in the future, you know, all those activities that meaningful but non quantifiable, right? You want to. How do we help fundraisers be recognised? Well, you know, we develop metrics out of these out of these out of activities, and you try to figure out the ones that are going to be important for you, and you embrace the ones that are important for you. Now, sometimes, um, people go way overboard on this. There was one fundraiser that i know who travels around a lot to meet with donors, and his super bowl advisor wanted to him to quantify how much. Money per per mile. He was raising. He said, oh, no, no, i won’t do that on. He was senior enough that he was able to avoid that in another system they want to know. What is this fundraiser doing every fifteen minutes? It’s? Almost like a that’s like law firms like a lot of booking for way. I used to book six minute increments. All right, we just have about a minute left. We don’t want to do right. We do it right, that’s what not to do. We have about a minute left. Leave us with some things that we should be measuring to give credit to fundraisers sametz samples of what you measure you like to measure well, when you when you do these blended gifts with blended gifts come from a combination of current and future gifts. So you want to measure the gifts all of their dimensionality so that you could compare them to the single present value along with all the value that they’re going to bring to the organization beginning right now. So if you’re going back to the person that we’re speaking of before, go ahead, you have to wrap it up. Okay, well, their gift just going to have an immediate impact and it’s going to grow and scale up over time and that’s. What you want to try to achieve that’s, the grail of fund-raising and that’s. Why you want to track? Okay, we have to leave it there. Steve myers, vice president at the center for personalized philanthropy at the american committee for the weizmann institute of science. You’ll find him on twitter at stephen meyers eight six three the book get the book it’s personalized philanthropy crashed the fund-raising metrics it’s at amazon and it’s also a charity channel which is the publisher next week master google adwords and master your decision making. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com responsive by pursuant online tools for small and midsize non-profits data driven and technology enabled, and by we be spelling super cool spelling bee fundraisers we b e spelling dot com creative producer is claire meyerhoff. Sam lee boots is the line producer shows social media is by susan chavez and this cool music is by scott stein be with me next week for non-profit radio big non-profit ideas for the odd, learned ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s when you should be posting your most meaningful posts here’s aria finger, ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phone. Amador is the founder of idealised took two or three years for foundation staff to sort of dane toe, add an email. Address their card. It was like it was phone. This email thing is fired-up that’s, why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were and and no two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.