Chapter Leadership Brief 8.23.24

by Gary Weinberg, President
DM Pros

As the summer winds down and we approach the Giving Season, now is the critical time to review your fundraising plan.

Joshua Meyer, VP of Market Engagement for Bloomerang reports that, according to the Giving USA report on 2023, total charitable giving is up, but hasn’t kept up with inflation. Individual giving actually declined by 2.4% in current dollars.  

Luckily, there are steps can you take now to keep ahead of this curve.

1. Bring your teams together. Review your messaging to ensure that  your direct mail, E-Mail, online, social media and events teams are properly coordinated. Scrutinize your calendar to avoid conflicts such as a direct mail appeal mailed at the same time as a gala invite. Ensure consistency of message and mission across all channels.

2. Define and quantify your fundraising goals. While you may target a specific increase in funds raised overall, this does not result from doing one big thing, but from doing many small things. Identify tactics in each channel that can add up to achieve that goal.

3. Acquire new donors. Whether you have a formal acquisition program renting outside mailing lists or not, you may already have untapped opportunities at your fingertips. People are more likely to donate to a known charity or cause than to one that’s unfamiliar. Try sending your appeal letters to volunteers, event attendees (galas, golf outings, etc.), and other in-house lists as part of your program.

4. Improve your donor retention. We appreciate first-time donors. However, you can’t consider them committed donors until you receive their second gift. This is where stewardship and your onboarding process come in. Mail your thank you letter promptly. That letter should be more than a tax receipt. It should be a sincere expression of gratitude. Go even further to spell out the impact that gift will make on your mission. Follow up with your latest newsletter and other information about all of the important things their donation helps support.

5. Reactivate lapsed donors. While it’s expected that reaching out to donors who haven’t given in 5-10 years (or more) will yield a relatively low response rate, those that do return could be of great value. Test including this group in your mailing audience and evaluate the results to see how often you should reach out, and how far back lapsed you should go on future mailings.

6. Expand your monthly giving program. Even during the pandemic, sustainers continued to provide ongoing donations. In fact, Giving USA reports that monthly giving rose 6% accounting for 31% of online giving in 2023! Take proactive steps to maintain communication with your sustainers. Include them with your newsletter mailing. Include them in your appeal program. Start by thanking them and acknowledge them for being monthly supporters in your messaging so they do not think, “don’t you know I already give monthly?” And, annually (perhaps in the Winter) ask them to upgrade their monthly gift. Erica Waasdorp, President of A Direct Solution and author of Monthly Giving Made Easy has lots of resources and FREE TOOLS for monthly giving available for download.

7. Remember planned giving. A while back I was talking to a Planned Giving Officer. She said that along the way she stopped receiving planned giving leads from the person who processed donation payments. She followed up to find the check-box option that said “Contact me about including [Our Org] in my will,” had been deleted from the direct mail reply slips! Doing outreach that focuses specifically on legacy giving will also help to grow your program. These steps together will help to plant the seed for long-term donor support.

8. Consider DAFS and other ways to give. Offering donors multiple ways to support cause that are meaningful to them while also taking advantage of tax breaks can help strengthen donor support. A donor-advised fund could be referenced in a post-script on a fundraising letter, on a reply slip, insert, or as a newsletter segment. You could also include information on in-kind gifts, gifts of stock, and donations made digitally or with cryptocurrenty in these avenues as well. By making it as easy as possible for donors to give, you can advance more supporters.

9. Evaluate your results. I started off detailing the importance of coordinating your fundraising teams’ efforts across all of your fundraising channels. That is just as important in your post-end-of-year review. Compile a response analysis report combined across all media.

Your returned direct mail reply slips, E-Mail click-throughs, and some of your social media will be easy to attribute directly to what prompted your supporter to give. Other “white” mail (checks in an envelope without a reply slip) and donations through your website are harder to attribute. You can do a “match back” to see what donations came online from a donor who received a mail appeal in the last 1-2 months prior. You can then reasonably attribute this to the mailing.

Your final report can detail all of the donations you can attribute directly to each channel (mail, E-Mail, etc.) and those that came unsolicited online or in white mail. This information will help you build your plan for next year.

The past few years have been a fundraising rollercoaster for everyone. The pandemic brought our industry a charitable giving boom in 2020. We then saw a 2-year decline (but still better than 2019!) as the pandemic subsided. While not sufficient to overcome inflation, in 2023 we saw donors starting to rebound. Taking small yet meaningful steps to improve your individual giving tactics in the upcoming Giving Season will together add up to larger returns and help you meet – and hopefully exceed – your fundraising goals.

Gary is a specialist in individual giving. He has been a leader in direct mail and direct response fundraising communications for over 35 years. He takes a holistic approach, focusing on the complete giving cycle from direct mail and digital solicitation, through acknowledgment and stewardship activities.

He currently serves on the AFP-NYC Board of Directors, Chairs the Government Relations Committee providing advocacy for charitable giving issues in NYS and on The Hill in DC, and is active in the Professional Advancement Committee that organizes the Chapter’s regular seminars. In addition, serves as Vice Chair on the Board of the Lehman Center for the Performing Arts in the Bronx.

Chapter Leadership Brief 8.23.24

Meet Toni Levi, a new Board Member for the AFP NYC chapter and the Director of Development at the ICSC Foundation. There, she raises funds to build the next generation of talent in the retail real estate industry. Toni says, “What I love most about my work is connecting with people. It ultimately led me to pursue a career in fundraising.” Toni believes a career in fundraising is more rewarding than anything she could ever have imagined.

1. What is something that surprised you about fundraising?

Very early in my career, I assumed that I would be asking people for money all day every day. But asking for money is only 10% of what I do. Most of my time is spent building relationships with donors, prospects, and leadership, creating strategic plans, writing, researching, budgeting, liaising with internal staff, and the million other tasks that come with working at a nonprofit. In every aspect of my work, laying the groundwork and developing trust is the most essential element in fundraising with both internal and external stakeholders.

2. How do you ensure that your supporters and prospects understand the mission and values of your organization?

A donor or prospect might not remember what was said at a meeting, but they will remember how they felt. Storytelling is a crucial skill for a frontline fundraiser. It is my job to make sure people care. I’ve found that creating personal connections to an organization’s history or work combined with compelling statistics is a good recipe for success.

It’s important to listen critically and record everything appropriately. I approach fundraising through a lens of transparency and discretion. It’s a delicate balance: capturing the data needed while respecting a donor’s privacy and confidentiality.

3. What advice would you give to someone who is interested in pursuing a career in fundraising?

Network and build connections as often as you can. The professionals who have served as my mentors have been the most valuable resource throughout my career. A good mentor can help find solutions to fundraising challenges, provide an unbiased outsider’s perspective to internal roadblocks, give critical feedback, and support career transitions in ways no one else can.

It can be intimidating starting out, but there are lots of resources available! Attend AFP events and speak to as many people as possible. See if friends in the field would be open to setting up informational interviews. Ask lots of questions. Don’t be afraid to reach out cold or see if a distant contact would be open to making an introduction. Many fundraising leaders build relationships for a living and will be thrilled to connect to an eager emerging leader!

4. How do you balance the demands of your job with outside obligations?

As a working parent, time management has never been more important. I try to stay present in meetings, block out time on my calendar for work that requires full focus, and set realistic expectations. It also helps to work for an organization with a culture that aligns with my values. There are so many working parents in fundraising. Past and current colleagues have been wonderful resources: navigating the transition back to work after parental leave, juggling parenthood and showing up fully to work, hearing how others have been successful, celebrating wins.

5. What types of initiatives or support systems does AFP offer for new fundraisers?

AFP offers fantastic, structured ways to connect with other professionals.

The mentorship program pairs seasoned industry professionals with those newer to the field. Through bi-monthly meetings and with the expectation to meet for 6 months, the mentorship program is a great way to grow your knowledge base, ask for guidance in a safe space, and set strategic personal goals for career growth.

At Fundraising Day New York, Flash Coaching: industry professionals connect for 20-minute discussions. During this past Fundraising Day, I had the opportunity to speak with and learn from professionals who were thinking about next steps in their current roles, career pivots, and I even had a brainstorming session for new creative fundraising ideas.

Chapter Leadership Brief 8.9.24

by Jason Ellinger
Co-Founder, Beard & Bowler Productions

Today, I'm going to be really honest with you all...

I've been seeing so many non-profits fumble millions of dollars by saying these 5 words:

“Please donate to our non-profit!”

Now, you may be reading this & thinking..."What's wrong with that?"

And honestly, you could argue nothing is ‍♂️

But my questions to you are:

Where's the impact?
Where's the urgency?
Where's the emotion?

No one is going to be able to connect or relate to that statement because really...

It could be seen as begging for donations ‍♂️

What all non-profits or even for-profit organizations SHOULD be saying is:

"This organization saved my life."

And here's why

It Shows Who You've Helped

By opening your video with someone you've supported explaining how you've 'saved their life'. 

Not only will this hook your audience in from the off...

But it will let them know:

↦ Who you're supporting
↦ Why they came to you for that support
↦ And how your support is creating positive impacts.

Something so simple, yet easily missed by a lot of orgs!

Hit the link below to see how we did it with corporate

How You Help Them

Now, a lot of orgs are doing this...

Showing ways that they've supported a client or their audience. 

But the key isn't to throw in a load of stats or testimonials. 

It's to show how!

↦ What service did you give them?
↦ How has it helped them?
↦ Why did you do it?

All questions that should be answered by your client in your video. 

It really can be that simple!

I broke it down for you in this video

Here's What They Have To Say

For me... this is one of the most important aspects of any video. 

Because it's where your client can shine a spotlight on you.

And you can show:

↦ The amazing results you've created. 
↦ The partnership you've developed.
↦ The impact your work has had.

This can be done in a whole range of different ways (which B&B can support with!).

But I'll leave you with a thought instead.

Would you rather see a video of a client explaining the service they got? 

Or would you rather see the journey they went on & the impact it's had? ‍♂️

Here's how did it with a non-profit honoree video for their big event

So now you have all the tips & tricks to transform your brand's storytelling videos from:

↦ Seeing no results
↦ Creating little impact
↦ And lacking engagement. 

To:

↦ Donors asking to support
↦ Driving new business
↦ And seeing results.

Video is, & always will be, the foundation of great marketing. 

That will not only get you the results you are looking for...

→ But will make your organization be remembered. 

Hi, I’m Jason Co is the Co-Founder of Beard & Bowler Prodcutions. We are a New Jersey video production company that partners with organizations to raise awareness & drive new results.Our main mission is to share impactful stories that inspire people to take action.

Where do we find these stories?

→ In the walls of: 

• Non-profit organizations
• For-profit organizations 
• And purposeful brands 

To help them raise brand awareness, increase revenue & most importantly, tell their story. And we do this all through the power of storytelling video marketing. So, if you want your story heard, visit our website to find out more: https://beardandbowler.com/

Chapter Leadership Brief 8.9.24

by Veronica Bainbridge
Fundraising Executive

It’s the height of summer, and – while I’m not sure there’s ever truly a slow season these days (looking at you, August deadlines!) – perhaps with donors and colleagues out of town, you’ll get a moment to take a step back from the daily churn and assess how your fundraising is positioned for success.

Whether your tactics and strategies are instinctive and practiced, or whether you’re still building your program, there’s always good reason to assess your operations. I’m stealing a few spare hours to think and plan, with these questions top of mind:

• How well do we know our donors? And how much do our donors know about what their contributions make possible? I’m considering new stewardship tactics and a “menu” of experiences – including newsletters and impact stories, behind-the-scenes opportunities or program insights, meetings with organizational leaders, and anything else that brings to life what our donors make possible. I also want to document all the ways in which donor prospects come to my attention, because then I can create the right pathways for deeper engagement. As donor constituencies evolve, we constantly need to review our relationship-building practices.
   
• How can we ensure that colleagues across the organization understand that everyone has a role in fundraising? I believe transparency about what we do (and how we do it) underlines the need for buy-in – so perhaps now’s a good time for an all-staff presentation on fundraising that will help build a culture of philanthropy. I hope I can find time for informal individual meetings with program staff and subject-matter experts – it’s always rewarding to hear directly how the work solves a problem or serves a need, to understand more about how decisions are made, and to learn more about plans and dreams. Perhaps you’ll glean behind-the-scenes insights that your donors will love to hear – or perhaps you’ll even identify new funding opportunities.
   
• What will you worry about at your busiest times? If new resources – staff, systems, support – will be helpful or critical, perhaps now is the time to put the case together. And I don’t just mean financial or human resources: Fundraising is also powered by actionable information and effective communication. Can you build more reliable practices to ensure that your fundraising team gets the data and stories it needs? Advocate for what you need to maximize opportunities – and therefore revenue.
   
• As fundraisers, we are not always in control of incoming dollars – and while money talks, it’s not the only mechanism to assess performance. I’ve found it really helpful to consider all possible ways that the fundraising team can set and achieve goals. You may already be tracking portfolio scope, outreach and solicitations; depending on the role, you might also assess responsiveness to questions, turnaround time for correspondence, familiarity with policy, quality of recordkeeping, etc. There will be ways you can assess success that complement the key metric of funds raised.

When you’ve considered your building blocks and stumbling blocks, the fundraising plan for the year ahead will come into focus. And if you need more inspiration and new ideas, AFP is here to support! This fall’s events include an ask-us-anything discussion of galas and events on September 24, and the Fundraising Fundamentals symposium on October 15; check out upcoming events here.

And most critically: there’s you. I hope you get time and space this summer for contemplation and vacation. Happy summer!

Veronica Bainbridge serves on the Board of Directors for the New York City Chapter of the Association of Fundraising Professionals. She is currently Chief Advancement Officer at Cooper Hewitt, Smithsonian Design Museum, and was previously Deputy Director for Development at Madison Square Park Conservancy. Veronica has also held fundraising leadership roles at the International Center for Photography, the Vineyard Theatre and Labyrinth Theater Company.

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.