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.

We can't wait to see you at Fundraising Day in NYC! There's no better way to celebrate than with a selfie booth from DigiBooths so make sure you stop through and snap a pic and remember, if you need a photo booth DigiBooths is your go to company. They're a part of DigiGroup Entertainment, your top choice for entertainment services.

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.

Chapter Leadership Brief 5.17.24

by CJ Orr
Partner & President, Orr Group

Reflecting on my journey as the Chair of AFP-NYC's Fundraising Day in New York (FRDNY) and my six years on the board, I am proud of how our team and the community have shaped this event into a remarkable, record-breaking experience. Serving as Chair for two years has given me invaluable insights into what makes this day successful, engaging, and meaningful for fundraising professionals and the organizations they represent.

This year's FRDNY on June 14th will be our best. We anticipate the highest number of registrations in over five years and unprecedented participation from sponsors. We've expanded the scope of activities with more roundtables and mentorship opportunities, introduced a live podcast during the keynote session, and added a happy hour to round out a day of learning with camaraderie and joy.

Creating a Record-Breaking FRDNY
When I first took on the role of Chair, I was inspired by FRDNY's potential to bring nonprofit professionals together to learn, connect, and celebrate our shared mission. We’ve pushed the envelope each year to ensure this event meets and exceeds our community's expectations. My goal has been cultivating an environment where education and enjoyment go hand-in-hand. Over the years, I've learned that people retain knowledge more effectively when having fun. Therefore, we've intentionally incorporated engaging activities to ensure FRDNY remains an unforgettable experience: 

• Live Podcast Keynote: Back by popular demand, we've included a live podcast during our morning keynote,
• Happy Hour: For the first time, we’re concluding the day with a free happy hour. This allows participants to unwind and celebrate while discussing the day's highlights.
• Expanded Roundtables and Mentorship Opportunities: We’ve curated a broader range of roundtables and mentorship sessions to ensure attendees find discussions relevant to their career stage and interests.
• Increased Sponsorship Support: We've secured the most sponsorships in recent memory, a testament to the growing recognition of the event's value and impact.

A Grateful Goodbye and a Bright Future
This will be my last year as FRDNY Chair, and I couldn't be prouder of what we have achieved. It's been an honor to lead and collaborate with an incredible team of dedicated professionals. I’m excited to pass the baton to Erica Joy West, who has expertly managed sponsorships for the last two years. Erica brings unmatched enthusiasm and vision to the role, and I know she will continue to elevate FRDNY to new heights.

Our commitment to creating an exceptional FRDNY each year is unwavering. As we gather on June 14th, I’m eager to celebrate the nonprofit sector's achievements and continue learning and thriving together. Let’s make this year's FRDNY one for the record books.

I appreciate your support, and I look forward to seeing you there! Register today!

Having served as a trusted partner to Orr Group’s clients for over 10 years, CJ Orr has broad experience in fundraising and development, executive leadership, strategic planning, campaigns, and event management. He has launched funds, designed and led strategic initiatives, and driven fundraising for large galas and campaigns ranging from $10M to $1B+ in revenue. As an expert project and relationship manager, he executes on the development of strategies and tactics to drive effective fundraising plans that meet or exceed targets.

Internally at the firm, CJ is responsible for setting and driving achievement of Orr Group’s financial targets and overseeing efficient operations within the firm. Additionally, CJ supports the efforts of Orr Group’s Growth team to identify and cultivate new business opportunities and build relationships with nonprofit partners, ensuring that the services offered are best aligned with our partners’ needs. 

CJ’s background in finance provides him with a strong foundation in analytics, metrics and ROI. Prior to working at Orr Group, CJ worked in Institutional Fixed Income Trading at Alliance Bernstein, where he was responsible for funds trading, account management, and reviewing analytical research. He also spent several years in municipal bonds sales and trading at Oppenheimer & Co.

Chapter Leadership Brief 5.3.2024

by Eric Berman
Co-Founder, Gr0wth Dr1vers

With the rise of digital media consumption, nonprofits are recognizing the importance of meeting their audiences where they are - online - and are increasingly turning to online channels such as Facebook and Instagram (Meta ads) for fundraising efforts. These platforms can be powerful tools for reaching potential donors, driving awareness and advocacy about the mission.  Moreover, Meta ads provide the advantage of tracking and measuring campaign performance in real-time.  Advertisers can analyze metrics such as engagement, click-through rates, and conversions to evaluate the effectiveness of their ad campaigns and make data-driven decisions about future spending.  All of this said, these benefits are not without risk.  If Meta is used incorrectly, an advertisers' funds can be wasted on ads that are unnoticed, unremembered, and unactioned.

To better understand how nonprofits are faring in this medium, Gr0wth Dr1vers audited over 50 nonprofits within the Meta Ad Library.  Meta Ad Library was created by Facebook in 2018 to provide the public with transparency for all paid advertisements on Meta that touch upon social issues, elections, or politics.  Our audit unearthed a sobering truth: many well-intentioned campaigns are likely falling short of their intended impact, because they are deviating from well established, and generally accepted best practices for paid ads on Facebook and Instagram.

Foremost among our findings was the absence of a coherent campaign message for the majority of nonprofits we audited.  We observed in more cases than not, disjointed ads lacking any sort of cohesion, and simultaneously communicating disparate objectives like awareness, advocacy, or donations, within relatively short time periods of 30, 60 and 90 days.   This is a significant issue in social media, where attention spans are very short, and campaign effectiveness is predicated on disciplined focus: driving awareness and recall around a singular, attention-demanding message with a high degree of consistency and frequency.

Equally troubling was the prevalence of campaigns that were not optimized for mobile.  Why is mobile-optimization important?  Meta recently commissioned a Marketing Mix (MMM) study from Analytic Partners, to understand drivers behind ad ROI.  The study examined over 500 ads, from 70 campaigns across six different industries.  A key finding was that ads, optimized for mobile deliver 1.9X the ROI of non-mobile optimized ads.  So, what exactly is a “mobile-optimized ad”?  Meta identified four key features:

1. Ads that run for 15 seconds or less
2. Square or Tall aspect ratio (with the exception of Facebook’s In-Stream)
3. Made for sound off (using supers or captions if appropriate)
4. Features branding up front

None of the nonprofits we audited were consistently running ads that were mobile optimized, as defined above.  One of the biggest issues was the length of the ad.  We observed a proliferation of organic, longer-form video content, repurposed as ads - often exceeding a 0:30 sec in length.  Beyond the aforementioned “0:15 sec or less” guidance from Meta, consider how Meta actually defines a video view:

The number of times your video was played for 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels in view.

Two seconds!  That means that the majority of paid video views are likely less than 10 seconds, perhaps even less than 5 seconds.  So, when advertisers use longer form videos (basically anything over 15 seconds) with back-loaded messages, their paid dollars are likely impacting far fewer people than expected.  Our advice for any advertiser is to review Meta’s video metrics for current and past campaigns ASAP, and to adjust your content accordingly.  Pay careful attention to # of video plays, average video play time, and how many were played to 25%, 50%, 75% and to completion.

Finally, our audit revealed that nearly half of the audited ads lacked a clear call to action. By neglecting to prompt viewers to "Donate Now," "Learn More," or "Sign Up," these nonprofits were missing the opportunity to establish a relationship with potential advocates, supporters, and donors.  These relationships are important in that they enable the advertiser to take advantage of Meta’s sophisticated audience and targeting tools.  For example, custom audiences allow nonprofits to use donor lists as a source to retarget those same people on Meta—to potentially donate again, make recurring donations, or sign up for a fundraiser or event.  Lookalike audiences enable nonprofits to find new people across Meta, who are likely to be interested in your cause because they share similar characteristics to existing donors or supporters.

In light of these revelations, the question arises: what are some steps that NPOs can take to ensure investments in paid media are delivering upon expected objectives?

1. Create a campaign that conveys your mission to your audience in a way that’s attention grabbing, well branded and memorable.  We know this is “easier said than done,” but if you don't have an ad campaign, you shouldn't be spending money on media.
2. Within this campaign, continuously test different versions of your creative to improve overall performance
3. Work with a pro that's Meta certified.  It could be someone on your team or a freelancer or an agency—with at least 5 years of experience with successful campaigns on Meta.
4. Follow Meta best practices for performance marketing

The potential for transformative impact leveraging paid Meta ads is immense, but also fraught with challenges, if advertisers stray from Meta’s fundamental advertising best practices.  By heeding the lessons unearthed through our investigation and embracing a fundamentally sound approach to digital advertising, NPOs can harness the power of social media to amplify their message, mobilize their supporters, drive individual fundraising at scale and in turn, affect even greater positive impact in the world.

Eric Berman is Co-Founder of Gr0wth Dr1vers, a team of creators, technology leaders, and brand builders who’ve led many of the most renowned brands in the world, and work at the intersection of fundraising and marketing to serve nonprofit organizations.  He has been fortunate enough to be a part of some of the most innovative and successful marketing ideas in the business. Eric has 20+ years of leading mission-driven brands in the non-profit and for-profit space at Facebook, Unilever, Johnson & Johnson, and Kind Healthy Snacks.  He is also a member of the AFP.

Chapter Leadership Brief 5.3.24

by Lisa Keitges, Founder and Principal, East 5th Strategies and
Susan Sharer, Vice President of Development, Prospect Park Alliance

On June 14, you can tell us if we did our job or not. And we look forward to hearing what you think.

We are the program co-chairs for Fundraising Day New York, the historic gathering of over 1,000 philanthropy professionals from our great city and the surrounding area. And we faced a tall order -- there are almost 50,000 nonprofits in New York City, with issues as diverse as its population -- how could we create a cohesive program that gets at the heart of the issues our community needs to thrive?

Then we started talking to you. We heard about the things that plague you -- a complacent Board of Directors, declining special event revenue, constant development team turnover, and the urgent need to increase donations with a tiny (and shrinking) prospect pipeline. We also heard that the fundraising world can feel lonely. That the competitive nature of fundraising meant that we couldn’t share what works, and maybe due to embarrassment, what hasn’t worked for you. We also know that the sector in general has some critical questions to ask and issues to tackle and Fundraising Day should be a place for those conversations. We created the Fundraising Day program to get at the heart of these issues, and provide the fellowship you need to continue those conversations until next year’s Fundraising Day and beyond.

When taking on this role, it was paramount that we create a program that was reflective of our community, bringing in new faces, new organizations and highlighting those who cracked the code on the issues that block us from doing our work and achieving our important missions. The fundraising superheroes are walking amongst us -- and they are coming to and speaking at Fundraising Day.

With the help of our program committee (who are the real champions here and are listed at the bottom), we crafted a program that includes these topics and many more:

• For those that are having trouble hiring and retaining your fundraising talent -- “Attracting & Retaining Fundraising Talent in a Post Pandemic Landscape”
• For those that are sick of raising your entire budget every year --  “Building a Resilient Fundraising Program: The Impact of Sustainer Giving”
• For those that want to use the tech shifts to propel your operation, but aren’t sure where to start -- “Fundraise with AI: Leverage AI to Increase Fundraising Results, Including Conversations and Demos”
• For those that wonder “what are my funders really thinking?!” - “Funders Panel: Site Visits and Other Ways to Connect”

These sessions, the true bread and butter of our gathering, will be bolstered by two keynotes, meant to spark discussion and move us forward as an industry:

• Our Morning Keynote - “Resourcing Communities: The Role of Fundraisers in the Social Change Ecosystem.” Farra Trompeter (Big Duck), Shawnda Chapman (The Ms. Foundation for Women) and Mari Eva Mendes (Girls for Gender Equity) will explore the question at the core of our work. How do we honor donor investments while creating change?
• And our Penny Stoil Luncheon Keynote with Jennifer Jones Austin, the CEO and Executive Director of FPWA, an anti-poverty, policy and advocacy organization with 170 member agencies and faith partners. Jennifer has led and secured monumental changes in social policy to strengthen and empower the disenfranchised and marginalized and brings to her work a profound understanding of the link between race, poverty, law and social policy in America, and the role religion plays.

And beyond sessions, we brought in more personalized help and opportunities for fellowship, including:

• Two dedicated networking sessions to meet new fundraising friends and reunite with ones from the past;
• All-day roundtable opportunities to learn in an intimate environment, where you can ask questions and troubleshoot with experts in niche areas;
• And double the Flash Coaching opportunities to gain valuable career insights from sector experts.

And there’s a co-working room this year, because some Zooms you can’t cancel.

There will be coffee all day, and a sponsored happy hour after the sessions. Come gather, learn, share and then find us and let us know what you thought.

And finally, and most importantly, this is only possible because of our Programming Committee. Each is an expert in their field and a wonderful human being. Thank you for being on this ride with us. We’re lucky to know you.

• Funmilayo Brown, Founder and CEO, Layo Philanthropic Partners
• PK Drago, Account Manager, Lautman Maska Neill & Company
• Lucretia Gilbert, Chief Philanthropy Officer, Elton John AIDS Foundation
• Thomas E. Moore III, Executive Director, American Friends of the Louvre
• Carmel Napolitano, Vice President, Lindauer
• Caroline Ver Planck, Associate Director, Community Fundraising, Make-A-Wish Metro New York
• Judy Cuker Sussman, Director of Corporate Relations, Brooklyn Museum
• Farra Trompeter, Co-Director, Worker-Owner at Big Duck

We’ll see you on June 14th --

Lisa Keitges is a nonprofit fundraising consultant and the founder of East 5th Strategies, established in 2019 in her tiny East Village apartment. Now, she works, thinks and connects at the intersection of social good, systemic change and philanthropy across the United States and Europe. Formerly of Orr Group, NYU Langone Health, the Wilson Center, and others, Lisa’s client base spans two continents and have missions close to her heart - international relations, education, the rights of women and girls, equality for marginalized communities, arts and humanities, and social services, among others.

Susan Sharer is the Vice President of Development of Prospect Park Alliance, the non-profit that sustains, restores and advances Prospect Park. She joined the Alliance in 2013, and moved up the ranks to her current position managing a team of six. Prior to the Alliance, Susan served as the Director of Special Events at the YMCA of Greater New York and Director of Individual Giving at The Film Society of Lincoln Center.  In spring 2018, Susan received a Certificate in Business Excellence from Columbia Business School after participating in their Senior Leaders Program for NonProfit Professionals. She has a BA in Psychology from Vassar College.

Chapter Leadership Brief 4.19.24

by Craig Shelley, CFRE
President, Association of Fundraising Professionals New York City Chapter
Partner + Chief Growth Officer, Orr Group

Fundraising Day in New York is fast approaching! Since my earliest days in fundraising, this was one of my favorite experiences each year and that’s only become truer over time. Fundraising Day in New York has always served as an energizing place where you can witness our community of nonprofit leaders come together, learn new skills, see friends, and make lots of new ones.

This year’s conference promises to be no different. I’m proud to be presenting with my friend and partner in leading AFP-NYC, Jonah Nigh, in a session titled “Leadership, Strategy, and Inclusive Fundraising: Moving the Field Beyond Virtue Signaling”.  We’ll cover some of the hotter and more challenging issues facing the sector and, most importantly, try and move us beyond talk to understand how we can act and lead change. Our work is too important and the causes we’re seeking funding for are too critical at this time in history for us to avoid plain talk and bold action. I hope you’ll join our session.

The day promises to be full of engaging topics and presenters. My inspiring friends Lisa Keitges and Susan Sharer are co-chairing the dynamic program committee and have delivered a set of subjects and speakers I can’t wait to learn from. I can’t stand those conferences where a bunch of consultants make presentations that are actually just sales pitches. This won’t be that. Fundraising Day in New York has gathered a cohort of speakers you don’t know, but should, who will be discussing the things you are talking and thinking about and sharing insights and ideas you’ve not thought of.

Just as importantly, this day also will be FUN. My business partner and friend, CJ Orr, serves as the event chair and has pushed to ensure this year takes a step increase in terms of the quality of the experience.  From small features like built-in networking time to big additions like our first-ever Fundraising Day in New York hosted Happy Hour, CJ and his team are making sure this experience befits the preeminent one-day conference in the realm of philanthropy.

So much of this event is made possible by our event sponsors. I’m so proud that my firm, Orr Group, decided several years ago to invest in this conference as a platform to advance our field. I’m grateful Development Guild DDI has joined us this year as a Keynote Sponsor. I’m pleased Blackbaud and Public Interest Registry are sponsoring our Happy Hour (to know me is to know I really like Happy Hour). To see so many significant organizations seeing the value in participating in Fundraising Day in New York and helping to facilitate this important gathering feels like a step forward for our fundraising community.

All this is a long-winded way of saying, sign up for Fundraising Day in New York. It’s a unique and meaningful opportunity to celebrate with, expand, and learn from your community. Register today (before rates go up on 5/1) to save your seat. I’ll see you there if not sooner.

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 4.19.24

by Madeleine Durante
AFP Outstanding Young Professional, 2024

I was deeply grateful for the opportunity to attend my first AFP-ICON conference and receive the 2024 Outstanding Young Professional award. Over four days, I was blown away by the generosity and care of fellow fundraisers sharing their learnings and pushing the profession forward. They made it clear that philanthropy has roots in collective care practices spanning time immemorial, as well as in anti-democratic, unequal practices of power over others. How we use and reimagine the tool of fundraising — and create the field’s future — is up to each of us.

Through the wisdom of particularly Black and Indigenous leaders on the main program stage and throughout the conference, I saw practitioners reimagining fundraising in the here and now. I witnessed collective care and collective power, and left hopeful about the possibilities of the field to evolve.

Resource mobilization and collective care
Panels such as Adrienne Taylor, Victoria Mullins, and Lauren Elyse Tudor’s Philanthropy is Black History amplified that collective giving is foundational to Black history — and bound to our nature. As their panel beautifully asserted, “The impulse to give is at the heart of our existence.”

The panel cited the practices of Black philanthropists past and present, as well as giving practices Black philanthropists have anchored in — from spaces of worship to digital organizing — that forge collective action and care for one another. These practices are ancestral and inform the future of fundraising. For instance, as the panel shared, giving circles are on the rise, which can focus on giving “by and for” impacted communities (see the 2023 Philanthropy Together Collective Giving Report). As a proud giving circle alumna myself (I can’t speak highly enough about New York’s own North Star Fund’s People Power Giving Project!), I can attest to the power of individuals coming together to mobilize resources while building relationships.

Over the conference, others asked me often as a “young professional” honoree how I see fundraising and giving practices shift across generations. While younger people may have less access to disposable income due to rising inequality, stagnating wages, and the student debt crisis (just to name a few!), I see fellow millennials as well as Gen-Z possess a sharp political analysis of the role of giving in public life. I see them using the resources we have to look out for one another, and to insist that redistributing resources is a political act. Young people are participating in actions like abortion access Fund-a-Thons, community giving fundraisers such as GLITS’ successful one million dollar fundraiser to purchase housing for Black trans women, and using GoFundMe to support community members with gender-affirming care costs. These practices are deeply generational yet responsive to our current time.

The future of philanthropy and democracy
In Nikole-Hannah Jones’ phenomenal keynote, she and Nneka Allen discussed the binds of philanthropy — and how a tool reputed as in service of the public good can be a threat to democracy and free expression. As thinkers from INCITE! to Edgar Villanueva to Robert Reich have cited, western philanthropy has its roots in a privatized economic system that neglects the common good. At the same time, the word “philanthropy” at its root, as any fundraiser will readily tell you, means “love of humanity.” We know that sharing resources is an ancient practice across cultures and countries of origin.

 Nikole-Hannah Jones and Nneka Allen discussed the now-infamous case of when UNC Chapel Hill invited her for a tenured role, only to withdraw the invitation after a $25 million major donor publicly avowed to pull his support if the role were granted to her. The ability for major donors to dictate the terms of a free press and education should be alarming for anyone concerned with civil liberties. Lawsuits targeting BIPOC-centered grantmaking, or that seek to ban race equity programs, add to the threats particularly to groups that center racial justice.

But within Jones’s remarks were grounds for hope. Rather than fight for the role at UNC, Jones recounted that instead she accepted a chair role at Howard University — mobilizing donors to raise the same sum of $25 million herself to support the HBCU’s program training journalists to rigorously cover the state of democracy.

This example reminded me that philanthropy has been structured by exclusionary systems. But it’s also a practice that can be re-imagined and reworked by individuals who understand that resources can and must be mobilized in service of justice.

Community-centric fundraising in action
At this AFP-ICON, community-centric fundraising (CCF) practitioners took their rightful place as creative thinkers co-leading new futures of fundraising.

The brilliance of CCF’ers came together in Rachel D'Souza-Siebert, Rickesh Lakhani, Abigail Oduol, and Leah Rapley’s Moving Toward Equitable Futures: A CCF Panel. Fundraising leaders discussed practical implementations of CCF principles into their workplaces. They shared their experiences through approaching donors as partners, and engaging them as advocates in the struggle for justice, allowing them to not only run more equitable programs but also to raise more money. I was struck by the panelist’s reminder that how we do the work is equally measurable and significant to how much money we raise.

We have the data already to show that the old way isn’t working. AFP-ICON marked the release of the Fundraising Effectiveness Project report for 2023, which reflects the continued downward trends in donor participation and retention since 2020 — and what other sources report that, accounting for inflation, is indicative of a 20-year decline.

We have an opportunity to try new practices as fundraisers, to build more resolute communities of donors and activists. And our landscape makes clear — from attacks on multiracial democracy to declining numbers in traditional donor participation to fundraisers, particularly fundraisers of color, leaving the profession at concerning rates — we cannot afford not to.

Attending AFP-ICON and learning from leaders who are deepening donor relationships through empathy, collective action, and a resolute commitment to equity buoyed me with inspiration. This work is BIPOC-led — and it requires all of us. I left recommitting to do my part to co-create healthy, thriving, and equitable work cultures and organizations. I am grateful for the opportunity to learn from visionary speakers, and committed to acting on their lessons on collective care, democracy, and community-centric fundraising. I hope you will join me in continuing these conversations and putting these principles into practice!

Madeleine Durante is a fundraiser and resource mobilizer for social justice. As Director of Donor Retention & Direct Response at MoveOn, the nation’s largest independent progressive advocacy group, Madeleine leads MoveOn’s sustainer, donor retention, and multichannel integrated fundraising for grassroots and midlevel donors. Prior to MoveOn, Madeleine held a variety of fundraising roles at Planned Parenthood, primarily in midlevel fundraising at its national office. Madeleine also served as co-chair of PPFA’s LGBTQ employee resource group. She is a proud board alumni and volunteers with the New York Abortion Access Fund, and received AFP-Global’s 2024 Outstanding Young Professional Award. When not fundraising, Madeleine loves to enjoy the city’s arts and music cultures, read, and spend time in her neighborhood park.