Chapter Leadership Brief 7.26.24

By David Langton
President, Langton Creative Group

The summer — when you’re not in the thick of things — is an opportunity to look at trends with clients and within the industry. It’s a time for more strategic conversations. For example, you can consider what it means to honor a Board member. How did you tap into their network? What can we learn from that? What does it take to get someone to open their Rolodex?

Most galas and fundraising events happen in the Spring or the Fall, so I wondered what do event planners do when they’re not doing events? The obvious answer is “planning.” Fall events are already in full swing by the summer months and planning for the spring has already started. It’s also a good time for some self-reflection. I spoke to three event planners to get some insights on how to make events better and more effective.

Christine Madden of C. Madden Productions, an event development and management company, emphasized that your events must ultimately be about fundraising. “You can’t run your gala like a party, you must run it like a business.”

Christine Scerra, director of special events at The Alzheimer Drug Discovery Foundation advises, “Don’t just repeat and rinse. Even if it worked — it can still be better. Whether it’s the design of the event, the speakers, or the venue layout, there has to be something that changes each year.”

And, Tracie Basch from Basch Productions, LLC., says, “Should we do this every year, or was this successful because we only did it once? The most feared phrase is, ‘That is the way we’ve always done it.’”

Here are five insights that you can use on your next event:

1. Paper invitations are still important.

The physical invitation instills an importance that digital versions can’t match. People still save them and post them on the fridge. The invitations are simpler with links to more details online, the RSVP card and return envelope are out.  Chris Madden says that QR codes can drive traffic to online reservations and your donation platforms. The most effective method is to produce your invitations as online and in print.

2. The power of the event program. 

Should we print anything or go all virtual? How do you justify printing when most people leave their program behind? Yet, you may be eliminating a money-making program that can be an effective way to connect with key supporters with tributes, ads, and sponsors. Tracie Basch recommends that you print a small 12-16 page program that may be on the tables and include speaker bios, mission, donors, and event volunteers. Include sponsors' ads on the inside front and back covers, and the back cover. “Put everything else in the slides,” Tracie says, “Your Program should be a mission-driven document.” There are long-term benefits to a printed program, especially for dedicated volunteers and donors who appreciate recognition for their contributions.  Chris Madden adds, “Even three months later, people still call me and ask for copies, or make comments on the programs.”

3. Play more attention to the slides.

Instead of creating a PDF that gets converted to slides, consider doing it the other way around and build your slideshow first, then convert that to the PDF for the virtual record. People do not read the “online” versions but they do see the ads and sponsors on screen—often they take selfies when their ad comes on the screen.

4. Use tech, use QR codes.

“We’re at a crossroad. There’s a shift in generational giving,” says Chris Madden. “Young people are all-in on digital giving, yet older donors still prefer traditional methods. The important thing is that people haven’t stopped giving. New platforms offer ease of giving that was never available before.”

Be sure your event staff is well-versed in the software and can facilitate quick fixes for online and text donations while the event is in progress.

Consider using iPads on the tables to display the bios, sponsors, and related content during your live event. You can use technology to enhance the event experience by creating a “second screen” that mirrors the live event. It may include easy-to-donate tools, videos, and website links that may be controlled by the event coordinators. This is not less expensive than printing programs, but it is interactive, informative, and more engaging.

5. The Step and Repeat sensation.

People love to mark the occasion with a selfie against the backdrop. “They line up at many events,” says Christine Scerra. The Step and Repeat (or photo backdrops with multiple logos) are really popular. Chris Madden recalls, that at one high-end event they did something quite clever, they created a really long photo backdrop. At one end were photographers with the celebrity guests being photographed and at the other was an area for any guest who wanted to take selfies. Guests who were excited to be dressed up at an event were lining up to take selfies while the flash and excitement of the celebrity photos were happening along the same wall. “It was as if they were taking pictures together.” All of this is good for the post-event promotions on social media.

 

Remember the mission and purpose of your event.

Tracie Basch says, “I got my start doing the auction at my kid’s school.” When Tracie’s 18-year-old was only 5 years old, he heard from his friends and teachers that she was at the school event, and he told his mother, “I heard you were at the school party with my teacher last night!” Tracie said, “’Mommy was not at that party, we made that party happen and raised lots of money for your school.’ His eyes went wide in realization. My kids know why I do what I do and I always remember this conversation as it keeps me focused on the mission.”

You always have to grow and change. You can’t rely on what you’ve always done. The summer is a golden opportunity to look at what you’ve done, to look at your business, yourself, and your clients. Whatever you do, it’s not just event-planning, what you do impacts many unknowable people. It’s important that you share the reasons why you are fundraising and demonstrate how your work supports the mission.

David Langton - I believe in using the power of design to promote, educate, entertain, and inform — especially in the nonprofit space with a clear need for effective communication. We launched a national wellness program for Pfizer and managed it for ten years. Nonprofits can benefit significantly from the power of design as a transformative tool in promoting change in our world. We’ve worked with leading advocacy and cause-related organizations, including Alzheimer’s Drug Discovery Foundation, Children's Aid, The International Rescue Committee, and The Legal Aid Society.  I recently spoke at AFP Icon in Toronto. I am the president of Langton Creative Group, a New York design and branding firm, and author of Visual Marketing (Wiley). For over 12 years, I have taught communication design and media studies courses at Hostos College/CUNY in the Bronx.

Chapter Leadership Brief 7.12.24

by Lynsie Slachetka
Founder & CEO, aJuxt Media Group

Social media is an effective and affordable tool that should be part of any professional fundraiser’s toolkit. According to one study, 32% of nonprofit donors are most inspired to give via social media, followed closely by email (30%), website (17%), print (15%), TV or radio ad (3%), phone call (2%), and text message (1%).

Building a community around your cause can also strengthen your nonprofit’s reach. Social media fosters a sense of community and engagement. Nonprofits can interact directly with their supporters, volunteers, and beneficiaries, building strong, loyal relationships. This interaction can lead to increased support and volunteerism.

Whether your social media presence is managed by a professional firm or by a team of volunteers and staff, our Troupe is offering five easy ways to increase your nonprofit social media digital footprint.

1. Get Your Board Involved
   
   Encourage your board members to post special moments or share organizational updates to their personal social media accounts. Board members can use their own personal networks to expand the organization’s reach.
   
   If your board or committee meets virtually, take a group screenshot and share it on social media. Your volunteers will be empowered by seeing that they are part of a larger team working towards a common goal. And don’t forget to share your volunteers on social media when you catch them in action!
    
2. Post Consistently
   
   Regular updates help to build a loyal audience that is regularly engaged and informed. A consistent posting schedule can produce a higher-than-industry-average engagement rate. Each social media platform’s algorithm is different, so take time to understand each one and keep your posting schedule in sync with best practices for each platform.
   
   To simplify your life, take advantage of social media scheduling tools to keep your posts organized. If you work as part of a team, make sure everyone is aware of the posting schedule and best times to post for each platform.
    
3. Boost Engagement
   
   Social media reach is all about engagement! When you actively engage with your social media audience, your efforts are rewarded by the algorithms with increased visibility. Remember to respond to comments and messages promptly. Don’t engage in negative attacks, but be sure to be aware of the conversations taking place on your social media platforms. Static content can get boring, so be sure to include interactive polls, quizzes, and contests in your social media content schedule.
    
4. Use a Compelling Call to Action (CTA)
   
   Facebook algorithm changes prioritize pages with meaningful user conversations and engagements. Creative posts that drive engagement can pay off, especially when they include a compelling call to action (CTA).
   
   A strong CTA can direct social media followers to your nonprofit’s donation pages, or to event announcements or website content. All audiences are different, so be sure to tailor your message to the specific audience you are hoping to reach.
    
5. Leverage Analytics to Optimize Strategy

Analytics can provide critical insights into the demographics you are reaching on each of your social media platforms and into the effectiveness of your posts. Keep an eye on your reach, engagement, and follower growth as you develop new campaigns. Focus on the campaigns that perform well, and move beyond or improve the campaigns that don’t.

Let your analytics work for you. Adjust your post schedule using times that are proven to result in broader reach and focus on content that generates the most activity and discussion.

Social media is an indispensable and cost-effective tool for nonprofits aiming to expand their reach and leveraging this platform is crucial for any fundraising strategy. Building a strong, engaged community around your cause through consistent interaction can significantly enhance support and volunteerism.

By involving board members and volunteers, maintaining a consistent posting schedule, actively boosting social media engagement, using compelling CTAs, and leveraging analytics, nonprofits can more effectively optimize their social media presence. Implementing these five strategies can lead to a more dynamic and impactful social media outreach, ultimately advancing your nonprofit's mission and goals.

As always at aJuxt we don’t believe in gatekeeping knowledge. We want our clients and members of the Association of Fundraising Professionals to Juxt Learn! Visit our resource hub to view our series of expert webinars, easy-to-implement weekly tips, and timely blogs that offer a unique opportunity for your communications committee  to gain in-depth knowledge of advanced marketing topics -including where to start with social media strategies! These resources are designed to equip organizations with the tools necessary to execute marketing strategies that are tailored to their brand’s unique needs.

If you want someone to help your business grow, meet Lynsie! A news, web, social media and technology junkie, Lynsie knows the ins and outs of today’s online marketing landscape. You can bet she will know what’s “in” long before it becomes the latest trend, always keeping your business one step ahead of the competition, keeping your brand noticed, and keeping you safe from what’s “out.”

Lynsie’s career in communications spans over a decade. She has extensive knowledge in digital advertising, search engine optimization, social media management, reputation management, visual storytelling, video production, public relations, and print/broadcast journalism. Lynsie worked for Hearst Digital Media Services and was co-owner of a Tallahassee-based marketing agency, Voxy Media Group, before stepping away for new ventures. She’s a Midwestern gal with a heart for the world. Lynsie loves communications—the art of effective advertising. She also loves her kids, hubby, kayaking and exploring. Home is wherever her family takes off their shoes for the night. Her motto is: “Nothing is impossible if you just start it.”

Chapter Leadership Brief 7.12.24

by Sonya Shields
Executive Director and President of Cause Effective

Bringing about real change takes time. And each time we take a couple of steps forward, there's pushback from the forces in society that don't want to give up their status and privilege.
But we have an obligation, to our kids and our grandkids, to keep pushing.
We've got to sustain our spirits, hope, and focus to make progress.   – Barack Obama

The racial reckoning in 2020 propelled nonprofit organizations to hire BIPOC leaders into CEO and Executive Director positions during a time of unprecedented turmoil in this country.  We all witnessed a paradigm shift in hiring BIPOC leaders and especially Black women, which finally acknowledged that we are a part of this country’s DNA and have contributed significantly to social movements and to building nonprofits.  Cause Effective was one of the organizations that made a commitment to hire a BIPOC person as the next Executive Director, and I assumed the role in July 2023.  But ascending to the leadership position and breaking the glass ceiling in the nonprofit sector for most BIPOC people came at a cost.  And once we are in the position, the ability to sustain and thrive is one of the biggest challenges in the nonprofit sector today. 

In April, BoardSource organized a retreat for 32 BIPOC CEOs and Executive Directors from across the country at the Avoiding the Glass Cliff Initiative to explore the issues facing BIPOC leaders and provided space for conversation and resources to ensure long-term success.  Like so many spaces I’ve entered, all the BIPOC participants were exhausted.  Everyone expressed their burnout and chronic stress of addressing organizational culture and DEI issues that were not examined in a meaningful way before coming to the organization.  The issues fell under the umbrella that while organizations were committed to diversity, most organizations had no practice of centering equity, inclusion and belonging, which has resulted in not being prepared to partner with a BIPOC person in a leadership position.

For the past several years, I have watched Black women in particular leave positions after a short stint and the narrative are often framed that they were not a good fit.  But did the organization take a deep look at the environment that they were bringing the person into? Hiring a BIPOC person is the first step, but there seems to be a pervasive lack of trust in leadership.  The lack of trust is showing up in every area including fundraising, financial reporting, staff management and decision-making.  BIPOC people are often questioned, challenged, undermined and experience racial gaslighting where DEI is being weaponized.  For the nonprofit sector to retain talent, attract talent, and serve missions, we must honor why we came into this work.  At the BIPOC retreat we talked about the responsibilities that each of us hold and the need for a sizable transformation within the nonprofit sector.  We talked about our critical missions to address the magnitude of issues in our society, and we recognized that nonprofits must evolve from the inside out.   But nonprofit transformation doesn’t happen overnight.  Transformation can only happen when there is a model of understanding that our collective humanity should be paramount.  When an organization is BIPOC-led, it must strive to be valued aligned and understand what it means to function as an anti-racist organization. 

BIPOC people that I know in the nonprofit sector came into this work with a vision of working with likeminded people to make a difference in the world.  But too many organizations are operating without the staff and board being valued aligned, and they are not in a community of practice to cultivate an equitable, inclusive and thriving culture.  Too often organizations say that they believe in diversity, equity, inclusion, and belonging, but the culture is dominated by old narratives, policies and procedures that are the complete opposite.

Ultimately, having BIPOC people in leadership positions is progress, but our longevity requires a level of conscious awareness within a nonprofit’s culture that we are dealing with compounding issues that intersect at every level.  BIPOC leaders are still managing the ripple effects of COVID because it shifted the workforce.  We are living through a time where anxiety, stress, and mental health issues are real for millions of people in the nonprofit sector and for millions of people that nonprofits serve.  We are under attack by the extremist rights campaign to fuel fear and divisiveness that continues to turn back the clock on progress made to address centuries of racial discrimination. They are relentless in their attacks on marginalized communities, and if you are a BIPOC leader of a nonprofit organization then these attacks are difficult because they are personal.  Moreover, fundraising has been hard for many nonprofits this year and historically difficult for BIPOC-led organizations.  Many leaders at the retreat talked about pullback from foundations and anxiety around funding at a time when organizations need recurring financial investment. 

Overall, BIPOC CEOs and Executive Directors at the helm of nonprofits is long overdue.  We certainly need more diversity in nonprofit leadership.  But our ability to lead with enthusiasm and the passion that organizations deserve means centering our humanity and nonprofits prioritizing equity, inclusion and belonging.  Nonprofit boards and staff must take time to do internal work to build a foundation that BIPOC leaders can proudly stand on.  It’s working in partnership and having honest conversations about the barriers and systemic issues within the culture and working together towards solutions that shift behaviors and practices. 

I have been in the nonprofit sector for thirty years in leadership positions and there has been a lot of growth.  There is more diversity, but we must address the tensions and barriers to make our organizations stronger from the inside.  We must evolve as a nonprofit sector and partnering with BIPOC leaders is imperative to organizations and our world.   

Sonya Shields, Executive Director and President of Cause Effective, brings over 30 years of experience in nonprofit leadership, specializing in building social justice organizations.  She held executive roles at notable organizations like the National LGBTQ Task Force, Anti-Violence Project, Astraea Foundation, Keep a Child Alive, Brooklyn Community Services, and Getting Out Staying Out.  Sonya is a renowned consultant, speaker, and coach, presenting at s institutions such as Columbia University, ABFE, Better Business Bureau, Nonprofit Staten Island, Nonprofit Quarterly, Nonprofit Westchester, Junior League, and Women in Development.  Sonya is the Chair of the DEI/Values Committee and Secretary of the Board of Directors for the American LGBTQ Museum and Board Member of the Association for Fundraising Professionals-New York. Sonya is a graduate of Howard University and lives in Brooklyn, New York

Chapter Leadership Brief 6.28.24

by Anton Lipkanou
President and Parnter, Delve Deeper

The philanthropic landscape in the US is on the cusp of a major transformation.

By 2028, Millennials are poised to account for as much as 60% of philanthropic giving, challenging non-profits to devise innovative strategies to engage this burgeoning donor demographic.

Individuals continue to be the backbone of charitable contributions, but the philanthropic behavior of younger generations is shifting. While their wealth and capacity to give are growing, they don’t reflexively trust organizations and are less willing to donate. They care about the cause, not the organization and they expect organizations to build personalized relationships with them to earn that trust.

To adjust, non-profits need to talk to young donors about the cause they most care about,  employ nuanced multi-channel communications, establish robust monthly giving programs, and craft personalized retention tactics for newly acquired donors, all underpinned by predictive modeling and analytics.

In other words, the era of mass marketing for non-profits is over. The non-profits that will win will create tailored content for the masses of small-giving donors and, over time, migrate them to larger gifts. Taking a Millennial donor from $10 a month to $10,000 a year over 10 or 15 years will only happen with intense customization.

That requires a radical rethinking of one of the non-profit world’s central marketing ideas: the Giving Pyramid.

There are cracks in the Giving Pyramid.

The Giving Pyramid, a mainstay in the fundraising world, has a broad base of small-money donors and a narrow peak of major benefactors. At the bottom, we find one-off and casual givers, who constitute the largest number in the donor community. The middle tier consists of steady yet modest contributors, while the top is reserved for the most significant donors, both in terms of their financial input and their engagement with the organization.

It might sound stable, but this structure is at risk of getting wobbly, as the base shrinks and the peak lengthens. Why? The failure to cultivate early-stage relationships with donors, particularly millennials who seek early recognition in their giving journey. By failing to engage this segment until they reach mid-level status, and as older donors gradually recede, the base erodes.

In the traditional giving pyramid model, top-tier donors enjoy high-touch, tailored engagement from fundraising and development teams, while the lower levels, targeted by broad-stroke marketing efforts, miss out on this personal touch. One-size-fits-all communication falls short in nurturing fledgling donor relationships. And organizations frequently lose sight of where a donor is on their journey, misdirecting outreach efforts and failing to convey the donors' value at every level of giving.

This disconnect not only hampers donor retention but also overlooks the opportunity to highlight the impact of donors' contributions, which is essential for fostering satisfaction and encouraging future giving. For organizations with diverse missions and programs, this challenge intensifies because one-dimensional messaging approaches don’t resonate with different demographic profiles

Traditional marketing strategies fail on two fronts: they neither expand the base with new, individual donors nor enhance the lifetime value (LTV) of existing donors.

Introducing the Audience-First Giving Pyramid

The Audience-First Giving Pyramid, developed by DELVE, changes all that. It creates the personalized experience that major donors enjoy, but scales it through the power of data and tech.

At the heart of this strategy is a commitment to the mass donor base. Every donor interaction, whether through an ad, a search, or an email is tailored to offer a unique, personalized experience. This inclusivity allows donors of all giving capacities to feel like integral parts of the mission, encouraging them to increase their contributions over time. The content and outreach should evolve with the donor, as the donor goes from a modest monthly gift to substantial yearly donations, maintaining a strong connection as they progress up the pyramid. It’s like assigning an individual giving officer to each mass donor at a fraction of the cost.

This approach requires setting precise goals for each audience segment and donation stage, allowing for scalable and targeted media outreach. By understanding donors' emotional drives, nonprofits can enhance message relevance, extending their reach and achieving better engagement. Relentless testing and audience selection ensure sustained excellence in performance.

At DELVE, we have found that an Audience-First Giving Pyramid fundraising strategy that engages mass donors at the bottom of the pyramid drives 10x growth over traditional approaches that start personalizing toward the top. But this only happens when the process is combined with a mindset that demands relentless, daily optimizations.

The workstreams that make it work:

 

DELVE's methodology divides into six key workstreams:

1. AdTech/MarTech: Seamlessly integrate technology tools to bridge data gaps across the donor pyramid, both horizontally and vertically.
2. Data: Identify unique donor segments by behavior, intent signals, and demographics for each mission pillar to drive a media strategy aligned with business objectives.
3. Content: Craft personalized content–ads, videos, blog posts, social media, webinars, and newsletters–to each donor segment and their stage in the giving journey.
4. Branding Media: Reach both prospective and current donors with brand communications that introduce the organization or remind them of its impact.
5. Performance Media: To move donors up the pyramid, use keyword topics, sentiments and intent signals to determine donor interest and programmatic display ads to drive measurable actions. With geographic and demographic overlays, this improves the likelihood of engagement
6. User Experience: Create a personalized data journey, from targeting advertising to website content, using data and user behavior. This continuous cycle, informed by data, nudges them steadily up the Giving Pyramid.

How these workstreams play out with each depends on the organization’s specific challenge.

Conclusion

In a rapidly evolving philanthropic landscape, the Audience-First Giving Pyramid offers a sustainable and effective strategy for nonprofits seeking to engage the next generation of donors. By leveraging technology, data, and media, nonprofits can create personalized, meaningful experiences for all donors, fostering long-term relationships and increasing contributions as donors’ capacity to give grows. The future of fundraising lies in engaging the base of the pyramid, ensuring that every donor feels like a valued member of a united mission.

Anton Lipkanou is President and Partner at a performance media agency, Delve Deeper, which focuses on driving exceptional value for non-profit and for-profit organizations with a lifetime value revenue model. Starting as a media trader and seeing the inefficiencies in the market, Anton developed a firm belief that strong media performance relies on the foundation of data and technology integration to close the donor data gaps from mass donors to major givers, sprinkled with a relentless obsession to test every dimension in media buying platforms.

Chapter Leadership Brief 6.28.24

Meet Tay Hughes of The Trevor Project.

Tay Hughes (she/her) has supported initiatives to raise more than $12 million to elevate The Trevor Project's life-saving mission to end suicide amongst LGBTQIA+ young people. In her role as the Grants Manager she focuses on researching, stewarding, and cultivating a supportive community of institutional foundations and government entities. As a Black, lesbian fundraiser — an identity not often represented in her profession — Tay takes pride in the unique perspective and lived experience she lends to securing funds that uplift her community. “Working at an organization whose mission I can relate to and connect with, has been one of the most rewarding experiences I’ve had in my professional life span,” said Tay.

1. What unique challenges and opportunities do you encounter when applying for grants on behalf of an LGBTQIA+ organization?

While there has been significant growth in funding for LGBTQIA+ organizations, this case area still remains relatively limited in funding, in comparison to others, and it is sometimes difficult to identify grant opportunities that specifically target LGBTQIA+ issues. On a positive note, the opportunity these challenges present is the ability to build deep, collaborative, and trust-based relationships with partners who do support our work, and who are champions and allies of our mission.

2. How has your identity as a member of the LGBTQIA+ community influenced your approach to fundraising and grant management?

The Trevor Project is the only workplace where I’ve felt safe and comfortable enough to show up as my authentic self, without the fear of being judged, discredited, or overlooked. The culture and environment that the organization has cultivated makes it easier to be out and open amongst the many external stakeholders with whom I interact with daily. So much of fundraising entails being a people-person, and to me, that means being able to be my true and authentic self.

3. What message would you like to share with other LGBTQIA+ fundraisers and grant managers during Pride Month?

To quote Bayard Rustin, “We need, in every community, a group of angelic troublemakers.” We can and should be angelic troublemakers not just during Pride but every day and in both our personal and professional lives. To me, angelic troublemaking means having the audacity to ask for things that may be seen as challenging to society at large, even if the answer is going to be 'no'.

4. How do you balance the demands of your job with self-care as a frontline fundraiser?

I do try my very best to ensure I am practicing self-care because that makes it all the better for me to be able to show up to this work. Every morning before I start my work day, I take about a 30-45-minute walk to set my intentions and goals for the day. I do the same thing when I wrap my day up, but this time to reflect on how the day went.

5. How has the AFP (Association of Fundraising Professionals) NYC chapter, supported you in your professional journey?

AFP-NYC has been a wonderful resource in sooo many ways! It has helped expand my peer network through both in person and virtual opportunities, helps shape my thoughts on the next steps in my professional career and journey,  and propels me to step outside my comfort zone. In many ways, AFP gives me a “seat at the table” through its variety of affinity groups.

Chapter Leadership Brief 6.14.24

by Bre Alexander
Content Marketing Manager, Kindsight

If you're responsible for fundraising at your nonprofit, you know how much time, organization, and strategy it takes to raise a dollar. The challenge is real, but, when you're equipped with the right strategies, you can optimize your efforts to find the donors needed to reach your goals.

So, what is fundraising efficiency?

Fundraising efficiency is the total amount a nonprofit spends to raise $1. In technical terms, it's the ratio between contributions and expenses you've incurred to increase these contributions. Digging deeper, it's defined as the ratio between unrestricted gifts and unrestricted expenses  incurred to raise those contributions.

How to increase fundraising efficiency?

Donor Segmentation
Donor segmentation is the cornerstone of effective communications strategies. It enables nonprofits to craft tailored messages without having to write one-on-one letters to each supporter.

Donor segmentation is a vital strategy for nonprofits to personalize their outreach effectively.  Categorizing donors based on their affinity, demographics, actions, size of the gift, donation frequency, interest, and communications preferences allows organizations to tailor their messages and campaigns to resonate more deeply with each group.

Start by prioritizing your donor levels for personalized outreach, focusing on those who consistently contribute significantly. By segmenting donors based on their giving levels, you can engage with them to encourage higher tiers of support.

In addition to donor levels, consider breaking down segments further to address specific needs:

• New donors: Create a tailored communication approach to establish a strong foundation for your relationship.  First impressions are crucial in building lasting connections.
• Loyal donors: Cultivate relationships with those who regularly contribute modest gifts by demonstrating the impact of increased support. 
• Major donors: Forge deeper connections with donors who contribute substantial amounts. Personalized communication tailored to their interests and values enhances engagement and commitment to your cause.

Communication
If you're only communicating with your donors when you're asking for donations, they may feel used, which could lead to donor burnout. It's not enough to solicit donations; keeping donors informed about ongoing activities, achievements, and impact through various channels can help keep your donors interested and engaged so they continue to support your mission.

Ensure you're communicating clearly and directly. Regular email updates can inform donors about your activities and successes and, specifically, how their contribution is helping. Calling donors can be a great way to build relationships, especially with your major donors. 

Peer-to-Peer Fundraising
Peer-to-peer fundraising involves recruiting other people to fundraise for you through their networks. Campaigns are often associated with an event, such as an "a-thon" or a challenge that the participant funds in return for doing something. Encourage your supporters to create their own campaigns for your organization, leveraging their networks to expand your reach.

To attract enthusiastic, engaged supporters, it's important to understand your target audience and tailor your approach accordingly. Consider factors such as age, interests, income, and demographics to help guide your planning process.

For events that are more physical, like runs or challenges, assess the demographics of the typical participants and their alignment with your mission.

Donor Stewardship
Donor stewardship is the activities you undertake to retain your donors beyond their initial donation. You could describe it as a relationship-building process—the goal is to help donors feel like they know you so that they'll feel comfortable donating to your organization again. You work hard to bring in new donors for your organization—ensure you keep them coming back. Invest in building strong relationships with your donors by stewarding them, keeping them engaged, and demonstrating the impact of their support.

It's key that your organization has a shared understanding of donor stewardship, as there are several potential definitions of what it means and what goes into it. Stewardship is always about providing excellent communication with donors, but what exactly does that look like for you?

For example, here are a few different activities donor stewardship may involve:

• Acknowledging and thanking donors
• Communicating with donors with personalized messaging
• Social media updates and shoutouts
• Annual reports
• Gifts
• Invitations to events

By engaging in these stewardship activities, nonprofits can demonstrate their appreciation for donors, keep them informed and engaged, and ultimately inspire continued support for their mission.

Leverage Fundraising Intelligence
Fundraising Intelligence is "business intelligence" for nonprofits. It's a broad term encompassing data mining, process analysis, performance benchmarking, descriptive analytics, generative AI, CRM, and more. Fundraising Intelligence analyzes important wealth, philanthropic, and biographic data about prospective and current donors and presents easy-to-digest scores and actionable results that inform fundraising decisions and help nonprofits raise more money.

Harnessing Fundraising Intelligence streamlines processes and extends your organization's reach to a larger audience.

In summary, it's crucial for nonprofit organizations to prioritize maximizing fundraising efficiency to effectively fulfill their missions. This involves employing various strategies such as donor segmentation, thoughtful communication, peer-to-peer fundraising, donor stewardship, and utilizing Fundraising Intelligence.

By integrating these strategies into their fundraising initiatives, nonprofits can increase their fundraising efficiency, ultimately driving greater impact and sustainability in fulfilling their missions.

Bre Alexander is a content marketing manager at Kindsight. She has a diploma in Marketing and Advertising Management and has found her passion for empowering nonprofit organizations through her work. A self-proclaimed geek, Bre has used her unique skill set and experience to create engaging content and help implement new processes. Bre is outgoing, creative, and determined to continuously learn and grow.

Chapter Leadership Brief 6.14.24

by Craig Shelley, CFRE
President, AFP-NYC
Partner + Chief Growth Officer, Orr Group

Hopefully you’re reading this on your phone from the New York Marriott Marquis and Fundraising Day in New York.  Or, better yet, you’re reading it on your way home from Fundraising Day in New York because you were so engaged learning and networking at the conference you never checked your emails!  If neither of those things are true, you are probably suffering from extreme FOMO.  I’m sorry and hope you’ll join us next year.

Today’s event truly is the premier gathering of our community of New York City Fundraisers.  Over 1,100 leaders and fundraisers are converging for the largest one day conference on philanthropy in the world.  We’re seeing old friends, making new ones, consuming thought provoking content from some of the most engaging leaders in the field, and we’re having fun.  This event really highlights what the Association of Fundraising Professionals can be for our community – a place to learn, grow, and commiserate.

Thank you to all those who made the event a success.  We’re already planning for next year and hope we can count on your participation.  But, in the meantime, there are many other ways to benefit from the chapter.  Our professional advancement events, mentoring program, and emerging leaders events, are just some examples of ways you can experience the community we’re fostering and growing.

I hope to see you soon if I did not connect with you today at Fundraising Day.  I’m always eager to hear your thoughts and comments and can be reached via email at cshelley@orrgroup.com.

Best,
Craig

Craig is a trusted partner and advisor to the nonprofit sector’s most ambitious leaders. He advances the missions of nonprofits by bringing a change-management and entrepreneurial approach to strategy, organizational development, fundraising, and board optimization.

In addition to his direct work with clients, as a Partner and Chief Growth Officer at Orr Group, Craig helps to set the course for the firm’s continued success. He leads the firm’s Impact Group, focused on identifying and meeting the needs of its nonprofit partners and projecting its best practices and viewpoints across the sector, as well as its Growth Team, which is responsible for our brand, marketing, communications, thought leadership, and business development efforts.

Beyond his role at Orr Group, Craig is a Certified Fundraising Executive (CFRE) and frequently speaks at conferences and publishes articles on leadership and philanthropy. Craig is President of the Association of Fundraising Professionals’ New York City Chapter, is a member of the Global Association of Fundraising Professionals’ Leadership Institute Advisory Committee, and serves on the Editorial Advisory Board for NonProfit PRO. Prior to joining Orr Group in 2013, Craig was the National Director of Development and Corporate Alliances for the Boy Scouts of America. In this position, he was responsible for leading annual fundraising, corporate partnerships, and alumni relations for the organization. He also provided training, support, and consulting to nearly 300 local Boy Scouts affiliates, which collectively raised over $250 million annually.

Orr Group is a full-service consulting firm that specializes in the business of philanthropy. To learn more about how we help nonprofits grow, scale, and sustain their impact, contact us today.

Chapter Leadership Brief 5.31.2024

by Community Boost

It’s a time of exciting digital transformation for nonprofits. In fact, so much is happening that it can be hard to keep up with the changes, innovation, and trends. The 2024 Nonprofit Acceleration Report is here to identify nonprofits’ current and future state of digital engagement, and distill the most important insights, so you know what’s currently working to increase nonprofit’s growth and what’s worth exploring.

To create the report, we gathered data from 5,208 nonprofit professionals this year. There are some expected findings (would you believe that time and budget are the biggest challenges nonprofits face?) and some surprises. It’s worthwhile to read the whole thing, but here are the top 5 takeaways to boost your growth in 2024 and beyond.

1. Nonprofits have high expectations for 2024.

It’s an optimistic time for many nonprofits. Nonprofit professionals are expecting 2024 to be a year of sustainable growth: 45% of nonprofits expect a moderate increase in revenue in 2024 (4 to 14%), with 28% anticipate a large increase in revenue (15% or higher).The percentage of respondents anticipating a large increase in revenue (15% or higher) more than doubled from 13.64% in 2023 to 28.07% in 2024. In 2023, 38.02% of respondents expected revenue to remain the same or increase by a small margin (0 to 3%), whereas in 2024, this percentage decreased to 20.55%.

Overall, the data indicates a positive trajectory for nonprofits, with a growing confidence in their ability to achieve financial growth and resilience in the face of evolving economic landscapes.

This shift towards optimism and growth-oriented mindsets is not just wishful thinking: those that expect an increase are also investing in strategic planning, innovation, and adapting to the current landscape to drive success for their organization.

If you haven’t already begun to test and explore additional marketing and fundraising channels this year, this may be the key to driving growth for your organization in 2024.

Key Finding: There are reasons to be optimistic!

2. Online fundraising revenue is increasing across the board

Online fundraising revenue continues to grow. In 2024, 34.61% of nonprofits reported raising over 50% of their total revenue online. In comparison to last year, only 13.9% of respondents reported the same. This means there was a 247% increase in organizations reporting raising more than 50% of their total revenue online!

Digital fundraising is rapidly becoming the cornerstone of revenue generation, and the data underscores the urgent need to pivot towards digital strategies. To navigate this shift effectively, nonprofits must address internal barriers to digital transformation, as well as education and engagement efforts. By allocating resources strategically towards digital engagement—especially in digital advertising and email marketing—nonprofits can optimize their online fundraising potential and drive greater impact.

Key finding: Make digital fundraising and marketing a priority.

3. Recurring giving is crucial for growth

Do you have a recurring giving program? Our research reveals that nonprofits excelling in fundraising often employ recurring giving strategies, which not only ensure a steady income stream but also deepen donor engagement. This method aligns with the principles of community-first marketing, emphasizing long-term relationships over one-time transactions.

By fostering regular contributions, organizations promote a sense of ongoing partnership with their donors, transforming fundraising into a collaborative effort that benefits both the nonprofit and its community. Integrating community-focused practices into fundraising can significantly enhance donor relationships and organizational stability.

Key finding: Go beyond a simple checkbox on your donation form–create a long-term recurring giving experience to build your community.

4. Multi-channel digital marketing is more important than ever

Your supporters may connect with you on several channels. In light of this, nonprofits are changing the way they market. Instead of just using a few social media sites or one digital channel, they're now using more of them. In 2023, most nonprofits stuck to three social media channels, but by 2024, they started using more. This shows nonprofits are spreading out their marketing efforts across more platforms, trying to reach more people in different places.

Overall, the data suggests a shift towards a more diversified marketing approach, with increased emphasis on digital channels like email marketing, SEO, and paid advertising, while still acknowledging the importance of traditional methods like direct mail.

Key finding: Market wherever your supporters are.

5. Email and digital ads are important channels for growth

While a multi-channel approach is important, some channels are greater growth drivers than others. Email and digital ads are two of the most promising channels for nonprofits.

Email marketing remains the #1 most important channel for their nonprofits. 70.37% of nonprofits ranked email marketing as ‘very important’ to their digital marketing efforts. With good ROI and all the benefits of an “owned” channel, email isn’t going anywhere.

Organizations that generate most of their revenue online are particularly investing heavily in digital advertising, underscoring the vital role of online engagement in fundraising efforts. Nonprofits are significantly ramping up their investments in digital ads, with a notable 27% increase over the past year, reflecting their growing reliance on digital strategies to boost their missions and financial goals. Resources like the Google Ad Grant make experimenting with digital advertising more approachable for beginners and organizations with smaller budgets.

Key finding: Make sure your email strategy is strong, and don’t overlook digital advertising.

Accelerate your growth

The path to accelerated growth and greater impact is within reach, but it requires commitment, courage, and a forward-thinking mindset. As you embark on this journey, remember that every step you take towards digital advancement brings you closer to fulfilling your mission and making a lasting difference in the world.

https://you.communityboost.org/2024-nonprofit-acceleration-report

Community Boost is the premier full-service nonprofit digital marketing agency dedicated to mission-focused organizations of all sizes and sectors.

Chapter Leadership Brief 5.31.24

by Dr. Pazit Levitan
Founder, The Path to Impact

In the dynamic and competitive realm of fundraising, having a mentor is not just advantageous; it can be transformative. The AFP-NYC Mentorship Program, led by the fabulous Co-Chairs Susan Shapiro and Robin Merle, embodies this ethos.

Serving on the committee and participating as a mentor in the program myself, I have found the experience to be extraordinary. It has provided me with a profound sense of purpose and a deep connection to fellow fundraisers. Our chapter’s program goes beyond traditional mentorship; it fosters a community of support and growth, while enhancing our commitment to the field.

Mentorship is a cornerstone of professional growth and development, particularly in our specialized and multifaceted field. This Fundraising Matters Leadership Brief explores the benefits of mentorship for fundraising professionals, emphasizing its role in career advancement, skill development, networking opportunities and the cultivation of future industry leaders.

Promoting Collegial Relationships
One of the fundamental goals of the AFP-NYC Mentorship Program is to promote collegial relationships. These relationships provide a platform for the exchange of ideas, experiences, and best practices. Mentorship creates a two-way street where both mentors and mentees can learn from each other, and grow. For the mentor, it is an opportunity to gain fresh perspectives and stay connected with emerging trends and challenges in the field. For the mentee, it is an exceptional opportunity to gain insights from a seasoned professional who has navigated the complexities of fundraising. Having a mentor who has traveled similar paths can serve as a valuable guide and motivator for the mentee.

Building a Professional Network
Another critical aspect of the mentorship program is assisting fundraising professionals in developing a nurturing network of like-minded individuals. Networking is a vital component of success in fundraising. As fundraisers, we often rely on our network for support, referrals, collaborations, discourse and advice. Mentorship helps expand this network, connecting mentees with influential figures in the industry and opening doors to new possibilities. Effective mentors empower mentees by teaching them how to expand their network strategically, and by sharing contacts when appropriate. Additionally, it is common for the mentor and the mentee to stay in touch even after the formal program has been completed, further expanding their professional network and creating lasting relationships.

Enhancing Professional Skills
The core of professional growth is skill development. An effective mentor focuses on strengthening the mentee’s skills through attention to specific areas of practice, inspired by their field experience. Providing tailored guidance can enhance specific fundraising techniques, such as preparing for a meeting with a potential donor, coaching on how to engage board members in fundraising, planning a fundraising campaign or guidance on follow-up communications. This practice not only enhances their professional skills but also makes the mentees feel more supported and confident, knowing they have a knowledgeable ally invested in their success.

Open Communication, Confidentiality and Career Vision
Our Chapter’s Mentorship Program prioritizes open communication and confidentiality to foster a productive and inspiring mentorship relationship. Confidentiality creates a safe space for mentees to discuss their challenges and aspirations openly. As a mentor, I promote open communication by actively listening, encouraging honest dialogue, and providing a non-judgmental environment. For example, one of my mentees was seeking a different role within the fundraising field, and we engaged in a discussion about the pros and cons of transitioning from a familiar job. Throughout this process, I listened attentively without judgment, helping him refine his communications, prepare for interviews, and navigate the obstacles of the transition. This trust-based approach ensures that the mentee feels supported and “not alone” in their professional journey.

I find that many mentees think about their career and ask to strategize accordingly. For most people, having a clear career vision is valuable for long-term success and fulfillment. Mentorship provides a structured environment where fundraisers can explore their career aspirations, set realistic goals, and develop a plan to achieve it. This clarity, coupled with the confidence gained through skill development, open communication and constructive feedback, empowers fundraisers to take on new challenges and pursue leadership roles within their organizations and the broader fundraising community.

Developing Future Leaders
Finally, one of the most significant benefits of the AFP-NYC Mentorship Program is its role in developing a diverse pipeline of future industry leaders. The fundraising sector, like many others, benefits greatly from diversity in leadership. Mentorship programs help identify and nurture talented individuals from historically underrepresented groups, providing them with the skills and confidence needed to take on leadership roles. Our commitment to IDEA (Inclusion, Diversity, Equity and Access) in the philanthropic sector ensures that the future of the fundraising profession is innovative and reflective of the communities it serves.

In summary, mentorship not only elevates individual careers but also strengthens the entire profession, ensuring its continued success and impact. As the fundraising landscape evolves, investing in mentorship is essential. Our exceptional leaders, Susan and Robin, have been instrumental in shaping this program, matching mentees with mentors, and continuously improving it based on feedback. Kudos to everyone involved!

The Mentorship Committee will be offering Flash Coaching Sessions throughout the day at Fundraising Day in New York on June 14th.  If you are attending FRDNY, consider signing up for our Flash Coaching Sessions where you will meet with a seasoned mentor and gain valuable insights.

if you are interested in participating in the next cohort as a mentor or mentee, you can read more and apply to the Fall 2024 Mentorship Cohort that will run for 5-months and start in August.

Pazit Levitan, Ed.D. CFRE is a seasoned nonprofit executive who serves on the board of AFP-NYC, an AFP-NYC Mentorship Committee Member, and a Mentor in AFP-NYC and AFP’s Women’s Impact Initiative. Pazit is the Founder of a boutique advisory firm called The Path to Impact for nonprofit leaders, where she inspires success through strategic counsel with proven, practical tactics and a personal approach. Contact: Paz@ThePathToImpact.com

Chapter Leadership Brief 5.17.24

by Mary Whitrow
Content Marketing Manager, Kindsight

Why Focus on Planned Giving?
Fundraisers – you understand the ongoing struggle to ensure you are meeting your fundraising goals and keeping the lights on, so to speak. Engaging current donors and prospects for your annual fund, capital campaign, or year-end appeal is often the focus of fundraisers on the ground. These gifts can be fundamental to sustaining a nonprofit, but we can’t forget about another type of gift that can make a huge difference in the longevity of your nonprofit: planned gifts.

The elusive planned gift is sometimes shied away from or overlooked because it can feel like an uncomfortable subject for fundraisers to broach. The reality is that many people in a position to give a planned gift have considered their legacy and are not afraid of the conversation. That said, there are numerous ways to conduct outreach and a variety of options for planned gifts, many more than the standard charitable bequest we might all be familiar with.

Types of Planned Gifts
Planned giving has seen significant growth, notably with charitable giving by bequest increasing by 2.3% from 2021 to 2022, according to the GivingUSA 2023 annual report. This increase has brought the total to $45.6 billion, now representing 9% of total contributions.

For obvious reasons, planned giving is important to nonprofits, but it's also a very attractive option for donors. A planned gift can ensure a donor leaves a lasting legacy and protects the future of an organization that supports a cause near to their heart. Some planned gift options offer income streams or tax benefits and allow donors to make an impact during their lifetime. Planned gifts offer diverse income streams for nonprofits and often strengthen relationships with the donor.

We’ve split the types of planned gifts into two categories: deferred and immediate.

Deferred:

• Charitable Bequests: This is the most popular planned gift type. The nonprofit receives cash when a donor passes.
• Retirement Plans And Life Insurance: Donors can gift their retirement assets or life insurance policies when they pass, and they have the potential to be quite large. This option is ideal for givers who may not be able to give major gifts during their lifetime but want to leave a lasting legacy.

Immediate:

• Charitable Gift Annuities: These are irrevocable cash gifts that provide a fixed income and immediate tax benefits for donors. They allow donors to make an impact during their lifetime while securing their own financial future.
• Charitable Remainder Annuity Trusts: Donors contribute a gift (cash or assets) during their lifetime and receive an income (a fixed percentage based on the value of initial assets). This option allows donors to avoid related capital gains and estate taxes, and the remaining balance of the gift goes to the nonprofit when donors pass.
• Charitable Remainder Unitrusts: Similarly to Charitable Remainder Annuity Trusts, donors can give an asset (real estate, stock, etc.) and receive an income. This time, the income is a fixed percentage of the asset's fair market value, so donors avoid the pitfalls of inflation. They can also avoid capital gains and estate taxes.
• Pooled Income Funds: Nonprofits can pool together many donor gifts (cash) and invest them. Donors can receive income, but it depends on their share of the fund and the investment performance. They also receive an immediate income tax deduction and the option to avoid paying capital gains tax. Upon the donor’s passing, the nonprofit receives the money from these funds.
• Charitable Lead Trusts: These are irrevocable trusts designed to provide financial support to a charity for a period of time, with the remaining assets eventually going back to the donor or their beneficiaries. Wealthier donors often choose this option due to the reduced taxes it allows for. The donor receives a fixed stream of income and reduced estate taxes.
• Retained Life Estates: Donors can transfer a property deed or title to a nonprofit but continue using the property. They can receive a tax deduction for the property’s value, and at the donor’s passing, the nonprofit retains the asset.

Create Relationships with Planned Givers
A planned gift is enormously generous, and stewardship and recognition are of the utmost importance with planned giving. The care and attention that must be shown to planned givers cannot be underestimated; they deserve to be thanked and appreciated in a way that resonates with them. Make sure you are engaging with them in a tailored way – this is about understanding them on a deep level and having a high degree of personalization in your outreach and ongoing relationship.

A note: it’s important to educate your planned gift prospects on their options. You can also recommend that they talk to their financial advisors about the gift type that is right for them to make sure it is in line with their financial needs and values.

When to Engage with Planned Givers
The best time to engage with a planned giver is early and often. The average American writes their first will between 45 and 75, so if you’re only focusing on people over 60 who are known to have more discretionary income, you may be missing a large group of prospective planned givers.

That said, it makes sense to reach out to planned givers during life milestones or key events, such as retirement or when they are estate planning. These are the key times when they will be considering their legacy and making plans to ensure it lives on. Events or workshops are also great ways to engage prospective planned givers and educate them on the impact they could have on your cause.

And if a planned gift is confirmed, there still needs to be a high degree of engagement to ensure the donor knows that their gift will be used properly and that your organization and cause are worth their support now and in the future. You must keep planned givers abreast on all the impacts you are making and any relevant changes to policy you are implementing. You want them to feel engaged and involved so they can understand how their gift has impacted or will impact your nonprofit.

Securing Legacies
Planned giving is a vital component of a fundraising strategy because it brings value to both donors and nonprofits. It diversifies income streams to strengthen the nonprofit's financial position and ensures donors will have a lasting legacy. Proper engagement with planned givers will encourage connection and foster relationships that can stand the test of time.

Mary Whitrow is a Content Marketing Manager at Kindsight. She has a business degree and brings a multitude of experience in marketing, education, writing, and editing to her role. Mary is committed to producing content that serves and uplifts nonprofit organizations, and she has a genuine passion for making a positive impact in the nonprofit industry.