Transforming Event Attendees into Lifelong Donors: Insights from Claire Axelrad

Transcript

1. Transforming Event Attendees into Lifelong Donors: Insights from Claire Axelrad 1
2. Big Picture: Philanthropy, Not Fundraising Relationship-Building or Bust! • Big Picture • Context within which Events Exist • Overaching Objectives of Events • 6 Strategies to Nurture the Seeds Planted by Your Event 1) Build follow-up into your event timeline 2) Gather information and feedback 3) Say thank you 4) Share event results 5) Remind donors they were there 6) Ask donors to get involved in other ways • Continually Build a Donor Journey • Q & A 2
3. Who am I? • 30 years in-the-trenches development staff leader helping raise millions for such organizations as San Francisco Food Bank, Jewish Family and Children’s Services, Jewish Community Center, S.F. Conservatory of Music and California School of Professional Psychology. • 13 years nonprofit fundraising/marketing coach and principal Clairification School. • AFP Fundraiser of the Year. • Best Nonprofit Blog – Fundraising Success Magazine. • Speaker: ADRP; AFP National and Local; ALDE; American Bar Assn; Career Learning, DER, Foundation Center; Fundraising Summit; Leadership Summit; NAYDO; Progressive Business Conferences; Top Nonprofits; U. S. Olympics Committee. • Contributor: Bloomerang, Candid/Guidestar, Giving Tomorrow, Network for Good, Nonprofit Pro, SOFII and more. Claire Axelrad, J.D., CFRE www.clairification.com Claire@clairification.com https://www.linkedin.com/in /claireaxelrad/ 3
4. BIG PICTURE: Philanthropy, not Fundraising Philanthropy Values Universe Philanthropy Values Universe Philanthropy Values Universe or Forest Development Uncovering Shared Values Fundraising Making a Values Exchange Philanthropy Facilitation Health care Arts & culture Environment Social justice Animal welfare Education Talk About and Share Values Conservation Women & children Science Immigrant rights 4 DEFUND FUNDRAISING Forest Trees Fruit
5. This is a relationship-building continuum. From awareness → to interest→ to involvement→ to investment. What is next? After the seeds are planted? Context within which Events Occur 5
6. 6 Mission-focused signage Mission-focuse d stage projections and program Mingling with silent auction Engaging online auction
7. Nurture the Seeds planted by Your Event 7
8. 1. Build Follow-up into your event timeline Don’t make this an afterthought A. Block out time on your calendar ahead of time. B. No such thing as mission accomplished C. Do not squander much of the good will you built up the day of the event. Keep marching forward! 8
9. 2. Gather Information and Feedback A. Donor focused briefing B. Overall event focused debriefing C. Event attendee surveys Consume this lovely fresh gift basket before it rots. 9
10. 2. Gather Information and Feedback A. Donor focused briefing B. Overall event focused debriefing C. Event attendee surveys NOW! When the time is ripe. 10
11. 2. Gather Information and Feedback A. Donor focused briefing B. Overall event focused debriefing C. Event attendee surveys Squeeze the fruit while sweet and juicy. 11
12. Number one reason folks do not give again post-event (or ever)? 1 12
13. Say Thank You 13
14. 3. Thank Everyone A. Event attendees (and donors who couldn’t make it.) B. Volunteers C. Sponsors, Auction Donors and Vendors You can never thank too much. 14
15. 3. Thank Everyone A. Event attendees (and donors who couldn’t make it.) B. Volunteers C. Sponsors, Auction Donors and Vendors Get creative with your thanking! 15
16. 3. Thank Everyone A. Event attendees (and donors who couldn’t make it.) B. Volunteers C. Sponsors, Auction Donors and Vendors Thank folks for everything you can think of. 16
17. Share the Results 17
18. 4. Tell Everyone A. Tie the results to what the money will accomplish B. Email + website + wherever you promoted the event C. Text + images Everyone wants to know how much the event raised. Tell them! 18
20. Remind Donors they were there 20
21. 5. They were there, let them know you care A. Especially if now you’re asking them to give again B. Consider a special segment in your annual campaign for event attendees C. Consider a special email accompanying a newsletter with an article about the event Thank them for their generosity and participation. 21
22. Meaningful Engagement Make it ongoing 22
23. 6. Ask attendees to get involved with you in other ways A. Especially if they were a guest of someone else. B. Especially if you’re now asking them to give again C. Consider a special segment in your annual campaign for event attendees D. Consider a special email accompanying a newsletter with an article about the event Try to get them to “I do!” 23
24. You are Building a Donor Journey You are the Sherpa 24
25. @auctria Email: hello@auctria.com FB Group: Auction Team Talk Auctria Launch & Assist Stay in touch with Auctria 25
26. Stay in touch with Claire www. clairification.com claire@clairification.com 26