Okay.

All right. Happy September thirteenth everyone 2023.

I see folks joining.

And.

There you go. Okay.

Abby, have I changed your position, to permissions yet?

No. Okay, we're gonna get that done. Allow.

Panelist to unmute.

Lock the webinar.

Okay. Hey, Abby, can you slack me how to do? So we're gonna get you set, but.

They keep moving stuff around So we're gonna get start in just a moment, folks. We're gonna make sure everybody is gonna get settled if you wanna test out the chat feature for me.

Type in who you are and where you're speaking to me from. Today. Webinar chat.

Alright, try the carrot. Next to the chat. Oh yes.

Okay.

Panelists can chat with everybody. There you go, Abby. You should be good to go.

Okay, we got we got a lot of folks, let's hear. Cause this is we're gonna go international and we and so we got Jocelyn.

Hello good to see you Jocelyn from Albany. I saw you in person a few weeks ago.

We got Julia. Hello, Julia. Alyssa, we got Ohio. We got another Albany.

We got, oh, we're international. We got Halifax, Nova Scotia here.

Vermont, Peoria, Alabama, Georgia, love it. Folks, I am so excited that you were here with me today.

We are recording this. We're gonna get started because we have a lot of great exciting things to go through together.

I'm gonna get into who I am and what we're doing here today, but welcome to Beyond Giving Tuesday building trust with newly acquired donors, newly acquired donors.

So as people settle in for today, a few housekeeping items first and foremost. I want engagement.

This is boring to just kind of lecture at you. And so please use the chat. So folks like Winnie from Toronto keep using that, keep typing in things.

I'm also gonna check the QA if you wanna make sure that I see something. So use that not for kind of general purpose question or general purpose comments, but if you want to make sure that I answer something that I see something, then let's use the Q&A.

So the other things that we want to make sure that we cover is please ask those questions. I want to make sure that that's done all I'm doing is making sure that my internet is as focused.

On us as possible. So what I'm really excited about is we're going to get into a lot of exciting things, a lot of important things, but no matter what, there's no one size fits all approach, okay?

We're going to show some data back practices, but especially when it comes to engaging people for things like giving Tuesday, end of year, etc.

It's going to be important to kind of Say, hey, I don't know.

Let me find out. Let me see. Let me look at what's gonna work for me. So if we, for instance, we have some insights from our new Giving Tuesday and end of the year email campaign research.

That's a good starting point if you're starting with nothing or you need some guidance, but we always say, hey, figure out what's gonna work for you.

And that's why we're gonna empower you with a ton of resources. So what are we, what are we gonna be getting into today?

We of course will be providing the recording and you will be getting that as a follow up. In the webinar email that will go out no later than tomorrow.

My name is Tim Cerentonia. I'm director of corporate brand. I'm actually excited.

It's been kind of a while since I've done a webinar for the neon one direct audience here.

I've been kind of on different road shows. But coming back here is great. I love doing things for folks who are excited about what we're doing here at Neon One or even just exploring what we're doing here at Neon One.

So I'm gonna give you a little bit of a feel of that. I've been fundraising actively since 2,008 when I got my start as a grant writer.

I got my start as a grant writer. I'm still doing it today. When I got my start as a grant writer, I'm still doing it today.

My wife, for instance, is running a Ragnar relay. And I'm raising money on behalf of that campaign to support my sister-in-law's memorial charity when she passed away in 2,011 of breast cancer we started doing kind of races 5 K's and things like that.

So we use the Neon Fundraise platform to raise money for that cause. We like putting our favorite pie here too, so I'm just gonna maybe let's keep that chat going.

What's your favorite pie here too? So I'm just gonna maybe let's keep that chat going.

What's your favorite pie, folks? It's fall in upstate New York. I love pumpkin or Dutch Apple.

So Pop in there, make sure that you're alive and just to keep that engagement going pop in.

What's your favorite pipe? Any pie, pecan, we got that Texas thing. Yeah, there we go.

Abby, Key Lime, Lemon, Lemon Pie, Love it. Love it.

Thanks, folks. Peanut butter, silk. Oh, so good. So anything silk, just the name silk, right?

Words matter, folks. We're going to learn about that today. Apple or cherry cherry pie.

Love it. Love the pie. So what are we going to be doing today over the next 40 min together? Right?

I want to save some time and there's a very special reason I want to make sure that we save some time because we're gonna be going through what Sarah's calling some fundraising silk here.

Okay, love it, Sarah. Might adopt that. Maybe one can make a fundraising silk pie, but I hope.

That we have some Taylor Swift fans in the audience today. If we have some Taylor Swift fans, give me some shout out in the chat as well because you're gonna have a little bit of a bonus if you do not like Taylor Swift you are still gonna get a lot out of this.

But if you like Taylor Swift, you're getting it a little bit of a bonus here.

And that's because we're gonna be rethinking. Things. About how we even talk about donors, how we think about donors.

Etc. We're going to get into the importance of creating a welcoming. Experience for new donors.

The Swifties are heavily represented in the crowd today. And so I'm gonna get into why I'm excited.

For 2 reasons for some crowd engagement here, but because we're gonna get into how to practically do this.

We're gonna get hands-on as much as possible. And there is going to be an opportunity for someone in the crowd to actually come up on stage.

I am, this is not the Eras tour. But I am gonna ask if somebody wants to come up stage later on, I have a special incentive for you.

I will tell you that right now so you can mentally kind of gear up for 40 min from now.

When I ask this. The person who comes up on stage. I have this CD that I got at Metlife Stadium for the Eras Tour.

I will give it to the person. Who comes up on stage. Okay, so and you're gonna get live coaching with me too to boot.

Okay, we got some other giveaways, folks. This is neon one. Let the magic begin.

Okay, so let's get into it today. Are you ready? Who's ready? Come on.

I wanna hear some ready. Even if you're not a Taylor Swift, I wanna have somebody who's not a Taylor Swift, say, I'm ready.

If you're like, A, on Taylor Swift, say. I don't care about Taylor, but I'm ready for this.

Love it. I'm just gonna assume all of you are ready. Okay. So let's get into it.

Love it. Love it. Love that energy, folks. Let's keep this up.

Webinars don't have to be boring, okay? Ready, Eddie, Eddie.

Love it. So first I want to talk about mindset. How we even think about donors, how we even define donors.

Themselves. That's because my job is to understand the larger world of philanthropy and generosity.

And I talked to a lot of different smart people about this, economists. On the ground fundraisers.

We have a community several of you are part of that folks like Julie. Who are actively informing how to think about the world.

And what we care about is what's happening to small to mid sized nonprofits like yours.

The 97% of organizations that are under 5 million dollars in revenue. Now if you happen to be above that this is still for you.

We're all grappling with these things. But the majority of US and Canadian organizations, I know we have Halifax here.

So very similar issues in terms of what both Canada and the United States are facing, which is that less and less people are trusting charities.

It's not that they're less generous. We're gonna get into that. But less and less folks are saying, I think my automatic way that I want to make a difference is a charity.

That isn't as strong. As before. And part of the issue is twofold. First, The entire way that we think about technology and management and operational efficiency is just off.

We're gonna get into why, but there's a lot of companies that are showing their true colors.

Who is dealing with a meta situation right now in terms of your Facebook, Facebook fundraising. Anybody?

Not exactly the most nonprofit. Yep, I see some raised hands. It's not exactly the most friendly situation.

These folks. They don't care about you. I'm just gonna be blunt. They don't care because it's just another market.

It's just another thing to optimize their shareholder value. And the reality is is that the nonprofit sector is different.

It doesn't have the same outcomes. And so if we are beholden to what is called shareholder efficiency, we're gonna fail.

Because we care about impact. We care about change. Real operational change in our communities. It's not how many dollars we raise.

It's how that money is spent. Because people want to trust. That it will be making an impact and more and more donors especially new donors which is going to be the explicit focus of today's session.

They're citing that it's the experience of generosity. That they have an issue with.

This is research. This is from very smart people. Now, none of this is alarmism either. There's a lot of opportunity for us.

That's how I want us to see it. And that's because it's important to shift our mindset that we're not managing donations that we're not even just fundraising, right?

There's a whole world! To define and expand how we think about these problems and the solutions. And what we feel here at Neon One is to step back and go.

It's not enough to just focus on the fundraising, the revenue, all the great capital campaigns, all the great things that we're doing to tell people about that.

And tell people about us what we're trying to do. Is connect. And what we need to do is start to connect the work that we do and the outcomes that we have around marketing, revenue, and impact.

Holistic, connected understanding of this.

Generosity experience is the overall feeling that people have about whether they trust a nonprofit or not.

That's it. It's not the donor's journey. That's that's its own thing.

We're gonna get into that. They're related. How people interact with your organization. Greatly influences how they think about the generosity experience.

But you're you're up against all the other nonprofits out there that are trying to get people's attention to.

If they have a poor experience for one nonprofit, they might bring that to the table when interacting with you.

And that's because a lot of folks are being taught this.

Raise your hands again if this is something that you've been told this is how you should think about your donors.

Oh! Tons of hands, raised. Here's the thing. This sucks.

This is bad. This is hurting us. This is an enemy. It's not people.

It's not the people who are even talking about this. It's the idea of what these things represent.

We are looking. To ensure that the soul of our sector Not only comes through this, but thrives.

And that's why we need to think of all the work that we do like this.

No pyramids allowed. It's an ecosystem. This is how people actually work.

It's fluid. It's organic. It is. An experience that people go through.

You got Grant's Mountain. You got volunteers. You got different ways to think about this, but to kind of explain this chart a tiny bit.

What we're gonna do is, you know, you got your acquisition stream, right? It's not a pipeline.

We don't want pipelines, right? Streams. They're clean. But they're fluid.

People come in, they make a connection, they start to feel something. The deck will be provided. Use this visual.

As much as you want. We're very community driven here. People love it. We wanna make sure that you can use it.

So if this is gonna help you in a presentation to your board or something like that, we're gonna make sure that this entire deck is available for you.

We also have citations throughout this. So when you connect with people. We're gonna get into the details of this, but the reality is is that there's not a singular motivation for why people give.

There's multiple different reasons they may give. And just like a stream, just like a river, just like a pond, just like the sea, there may be, elements happening beneath the surface.

Situational giving is often what you see on Giving Tuesday. We're going to get into why people give, but ultimately situational giving is I gave because I was asked.

Relational giving. Is I gave because I like these people. Maybe your executive director has established a really amazing major GIFs program.

Because it's around the personality of the executive director. If that person retires or there's a situation at your organization, poof, those people go away.

What we need to do is shift toward identity based giving. That's where the real sophisticated more mature donors will come.

It's not enough to get a connection. You need to mature their understanding of your organization's generosity experience.

Because at the end of the day, what we're designing for is trust. I worked at a Catholic school.

And our head of schools would always talk about time, talent, and treasure.

See the reality though is that all of that is bundled into trust. And that is the generosity experience.

And there's layers to here. Does somebody trust nonprofits? I sometimes I'm on TikTok.

I am. And I make videos. I make videos about this type of stuff all the time. I'm on my treadmill and I'm going, hey, you know, whatever.

It's, it's not great. Content in terms of the quality of it, so don't go rushing out.

But every so often I get somebody who says, well, I don't trust nonprofits. I'm not gonna give money to nonprofits.

And so we have to grapple with this. That there is a trust weakening. But it is not broken.

It is not broken and it's because of the work that all of you were doing. What we want to do is help guide that design, to empower you.

To be able to identify this. Whatever environment you were in. So that's what we're going to be doing today.

So that's the kind of general premise of this. How does this sound to folks? How does this does this kind of come together?

Does this resonate? Would love to hear before we kind of move on.

Time talent treasure. It's really just trust. It's really just trust. Alright.

Let's keep it going. Yes, yep, makes sense. Awesome. So this is nice on the theory, what do we gotta do?

What do we have to do in order to build this trust, especially with new donors? Well, first, why are we focusing on new donors?

There's a few reasons. So I'm gonna get into it. First pull time. Okay, get ready.

This is another chat. I'm not gonna use the poll feature. This is you in the chat.

On average, what percentage of new donors give again next year according to the fundraising effectiveness project?

Most recent data. I see 18%, 18%, 1843. 18. Okay, spoiler.

It's 1818%. One to 2.

Out of 10 people who gave to you for the first time are likely not coming back. Now remember what I said about benchmark data.

You want to improve on this. This is All the people you can't see and all the things you cannot control.

That's what benchmark data represents.

I don't want to worry you, but I want us to be realistic. So why does this matter?

On average, how much does it cost to raise dollar from $1 from that person? 75 cents a dollar dollar $25 $25 $25 25.

Spoiler, you're all right.

Dollar 25.

Now, the thing is, is that when he's not off in terms of what it costs once you retain this person.

It's below a dollar.

When you have somebody join your community of generosity. The costs to keep them engaged go down drastically.

So this is one of those terrifying numbers cost per dollar raised, right? It's a very kind of number that gets thrown around and and and stuff like that but the reality is is that even with the advent of digital it's still expensive to acquire new people.

Because you have to make them aware of your mission and then you need to build that connection so it moves into a giving action.

So what does this look like in practice?

Well, first, as a reminder, one. All the numbers that you saw there. Are only focused on money.

Things like giving Tuesday and we're gonna get into why Givingt Tuesday and other types of giving moments that may occur.

Kind of have a natural progression toward the end of the year in an organic way, but we're still leaving a lot of trust.

On the table. Because are we thinking about acquisition? Retention these types of things in a nuanced deeper way time talent and treasure volunteering.

Here to peer fundraising in kind gifts and advocacy. These are forms of generosity.

If we silo ourselves and think about people only in the money that we give, we violate the first principle of generosity experience design.

Focus on people not money. What's your volunteer retention? What's your peer to peer fundraiser captain retention?

If you're a food bank, how many businesses are continuing to come back and support your events? If you're doing any legislative work or advocacy, which nonprofits can do in certain situations, we're gonna have a whole dedicated session on legislation at Generosity Exchange, for instance.

You can't lobby, but you can advocate.

And so these are actions that individuals can take. Are we taking that into account? Because all of this is the generosity experience.

They are defining the reputation in their head of your nonprofit. You can't control that.

What we're, so let's get into brass tacks. We're making pretty good time for about next 20 min or so.

Cause I wanna leave some time for questions. I don't wanna leave some time for our. Special possible thing.

For some live coaching.

So first, let's get into Giving Tuesday because we can't move beyond Giving Tuesday unless we properly contextualize giving Tuesday itself.

Okay, so I'll ask the obvious question, who's participating in Giving Tuesday in some form this year.

Are you planning on doing something on Tuesday? November 20 eighth.

I see hands, yes.

We got some folks. Yes, plan on doing something maybe starting a week early. Yes, you bet.

Yes. Give it to the max day, same idea. And that Sarah, that's a really good call out too.

There's a lot of community giving days. In fact, I'm going to be presenting at K Kon over in Erie, Pennsylvania in October.

They have their big giving day. They just finished that up in the Erie Pennsylvania area, right? So when we were talking about presentations, they're like, we don't We giving 2 seats not as important to us because we've had our big giving day similar to what Jennifer and Sarah are talking about a little bit earlier.

The concept is the same though. There are You need or community wide moments that may happen throughout the year that bring in new donors.

These giving days or giving moments. Either through a community or an idea, which is what Giving Tuesday is.

It's an idea. If I say I'm port of giving Tuesday, I am part of Giving Tuesday.

That's powerful. There is no gatekeeping. I'm doing it. Community giving days might have a more formal process, but the outcome ends up being the same.

High acquisition rates. Upwards of 80%. Of donors that might donate could be new to the nonprofit on something like Givingt Tuesday.

That's what our data is validated. But the most common activity is donating and doing something else on giving Tuesday.

The least common activity is only donating. This is why if we are designing giving Tuesday campaigns around new donor retention in a monetary only way.

We're already off. So. What's the impact on things like giving Tuesday? First, last year it drove over 3 billion dollars in the United States alone.

Canada had a healthy amount obviously 2. And it has a global reach that goes beyond the entire continent of Africa is represented in all the nuances that that they deserve.

There's things happening in Japan. There's things happening in 85 countries. That are hosting different campaigns.

It is a movement. And we cannot discount. The energy that happens with global wide movements. Such as Taylor Swift in the Air Store.

If something enters into collective consciousness of people and this is not, stuff, this is just how our brains work.

If everybody's thinking about something, engaging something, it makes people feel like there's a larger part of the conversation they can be part of.

That's the powerful thing around giving moments like giving Tuesday. And nonprofits tend to like to experiment and our data in our email report actually lends credence to this that you can use more experimental things on these giving moments like giving Tuesday and then transition back into more traditional engagement for your end of the year giving because end of the year giving.

Is supported in a very big way by successful giving Tuesday campaigns.

So in our research that we've done that we also validated against fundraising effectness project, some of you may have heard the the statistic 31% of gifts come in December.

That's an old data point for network for good that is online only. It's actually more realistically, 17 to 18% near 18% of giving happens in December.

If you start to back it up though. Things like retention of new donors. Much higher in the November and December donor acquisition period.

So even people who did a community giving Giving Day a little bit earlier It might be a little bit harder to retain them because.

Things are not as close to together. The closer you can get a second gift. The higher likely that person comes back year after year.

Retention goes way up.

So we even did some research on this. At the fundraising affecting this project, if you don't know what that is, I've mentioned a few times, so I'll make sure to define that right now.

It's the largest analysis. Of individual giving in the world. We are looking at data alongside.

It's got a lot. But the reality is that People come back! If you give them a reason to come back relatively quickly.

So a lot of times the people who are coming back. Who are coming back year after year are giving very large amounts of money, 40% of percent of all the money is gifts over $50,000 when they're retained.

And so that's not new donors. That's why we see such a large. Drop off is that we're not treating these new folks with any level of same experiential respect that we are the major donors.

So how can we do this?

Well, first a few other items to kind of contextualize end of the year giving first is planning begins Around now, I actually used to plan in September for my end of the year campaigns.

Most folks are starting next month. Good timing. All of you are ahead of the game. Discounts as planning.

You can tell your boss. If you are the boss, good job. Give yourself a raise later. After we justify all that with the great campaign you're going to run.

28% of nonprofits who receive 50% of their revenue. Or doing it during this period.

And 2 thirds of donors are doing no research. They're not going to charity navigator to validate your Whatever.

It's not Candid's Guide Star Seal. That's why people are giving.

It's because There's something that calls them to your cause.

So I have good news and bad news for you. Taylor's back. That's the good news part one.

But the bad news is that The only stuff that we could talk about is stuff that your organization can work on.

I'm unfortunately unable to blame it on somebody else. We have to talk about our own. We're in our own work.

That's the issue when you start to point to the larger macroeconomic trends.

You see in big reports like giving U.S.A, it removes the need for you to think about culpability.

So let's be realistic. You have control over this. Here's the good news. This is a great time to rethink how you do this.

You can stand out. You could be unique because your theory of change is unique. So let's make sure we lean into that.

Okay, how we feeling? I wanna do an energy check. Before we get into the actual tactical execution of this.

Energy is high. There we go. All good. Rocking.

Good, good, good. Okay. I'm I'm very Italian today in terms of my hand movements and my my Houses reset itself to 80 degrees.

So if I started sweating it's because my Google nest has has messed with me. So we are getting back.

Okay, let's get into it.

So the good news is you have control. You have control. I really want to stress this. You have control.

So what can you do? What can you do? First, it's important to thank you.

It's important to context your what is driving donor behavior in the first place. So this gets us back to the ecosystem image that we saw before.

Where situational relational identity based giving. We want to get to identity space giving. This is drawn from insights at the Institute for Sustainable Philanthropy in the United Kingdom.

So I have a certificate in philanthropic psychology. So I guess I am formally allowed to be able to talk about this.

And so what dries form a donor behavior? And this is like any type of giving. This is generosity in general.

This isn't like this applies to the fundraisers that are doing peer-to-peer.

This applies to the events. This applies to the volunteerism. The supplies to board members. People need to feel competent.

In their giving. I did a thing. That achieved something. This is impact.

This is impact. They want to feel autonomous. They that he didn't get guilty into giving.

Because you manipulated their emotions. This is marketing.

And they want to feel connected. To a larger movement. That's revenue. That's that feedback loop.

The experience was good.

I feel like I'm part of something and that story is getting told to me. So this can happen in a situational thing.

You can throw up a giving Tuesday page. And you know get your online digital things spun up for no cost and donor covered fees and it's gonna throw confetti at things and and you can get a bunch of donors this way.

Here's the issue with every single digital only platform approach. It misses this.

It doesn't care. It's you, you know, we're here in the AI this and, you know, flashy things and upselling and all that and it's missing the point.

It's missing the point. Online donations is a easy gateway into this if you are connecting.

All of it that you're doing. If somebody comes because you've designed a great web page that tells a compelling story with a video.

Or testimony or a quote. And then that is amplified on the nice look and donation page. And then the other thing then hammers home you Donor or someone who's part of our community of generosity.

People get activated for several different reasons when they give it isn't one or the other. This is why nuance is hard.

Because people are messy and they have messy reasons for things. We are nuanced, complicated creatures.

And that's because we can give for many different reasons. I want to feel good about myself. My wife is raising money for a cause.

It's part of, you know, the Girl Scouts. My, my daughter is a Daisy, so we're gonna buy the cookies.

I want to be part of a recurring giving program. I want to be able to say I'm a harvest helper or I'm a creator.

I'm a monthly giver to a local arts organization. And, and we actually even co-design using these principles an identity-centric recurring giving program.

You can do it. You can make really exciting things when you understand. The levels of motivation. And what you do is you map this to your own organization.

You go, okay. Why do people care about me? I'll give you a practical example. I should probably put it in the deck.

And so. What, we did with the art studio is they actually have a chalkboard.

And they drew an outline of one of their staff members and they have people fill in it says a note on the chalkboard what inspired you to give today.

What words are you feeling? Coming in here. And then people wrote down the words. They feel empowered.

They feel. Nourished. They feel safe.

This has a point tactically.

So we're gonna get into some very tactical items because we have some really hot off the presses.

Research that's going to help you here. And most of the folks that you can engage with especially on something like Givingt Tuesday and beyond for the next few weeks after that or any big moment in a campaign that you're planning, emails an extremely effective and preferred method of communication.

Now, this is a multi-layered thing, just like people are complex. The reasons and ways that they digest different meteor complex too.

I might want a video. I might wanna get a direct mail piece, but most donors are okay with email regardless of generation, by the way.

So when we step back and we actually start to look at this at scale, we looked at tens of thousands of campaigns that Neon CRM users sent out in 2,022 and 2,021 and we actually found some really interesting things now the report dives into different sized nonprofits it actually has a much broader review of things that are happening year round, but across the board we found that giving Tuesday emails

don't turn people off. We also found that most people are not sending 20 different giving Tuesday emails.

They're sending 2. You're sending one or 2. And that's okay. And look.

Unsubscribe rate point 0 4% higher. That's it. That's miniscule.

You can call the number of people who unsubscribe and ask them why. That's the number.

It's that small. So don't fear giving Tuesday. But how can you do it in a way that lays the groundwork for us to scale this into year round momentum.

Well, first. Grab attention with uplifting subject lines. Remember the emotional residence that I just talked about.

On why somebody psychologically is going to respond to your mission. Well, when we analyzed the most engaging emotions, we actually partnered with a firm that looked at all the different words in 32,000 plus different campaigns to over a hundred 50 million donors and the emotions that drove the best results.

Relief, gratitude, pride, excitement, and optimism. Does that sound? Sad. Does that sound dire to you?

No.

Now you can do this practically by using good preview text for instance. You could say something like Jackson's Week at camp changed his life.

You can, you can make that happen for a student today. Yeah, I'm being invited in.

Ask yourself what are the emotions that you are trying to organically come. Alive within your supporters.

Another tactical thing, and this is drawn from the amazing work that Abigail Jarvis has done, she's actually the one if you see me on one webinars chiping and my Italian hands are not typing that's her.

And so she wrote this beautiful report. I really want you to go check it out. It says great supporting resource, but to pull some practical things out of this, scan ability.

Clear asks, good calls to action. You can include multiple opportunities. To head on over to the online donation form that you have connected.

In the ecosystem. And flow of your work. And that's because it's important to understand that those moments.

Are gonna actually activate in a biological way in your supporters. Sociologist Daniel Kahneman actually explored this.

It's called the peak end rule. You're gonna have things like the thank you, the email that might invite them in and they're gonna maybe go to the page and see a photo that resonates with them.

Colors that warm them. Words that inspire.

That's a peak moment. You need to capture that. Because the rest of the world is going to take their attention away.

It's not just other nonprofits. It's Disney Plus and whatever stupid thing Ashdene Kutcher has done this week.

Those are the real competition. It's people who think that they can make an environmental impact by buying a Patagonia jacket.

That's what you're competing with.

So the ways that you can continue to optimize this or even things like. Exit page optimization.

Here's a dynamic merge tag that says, hey. Here's a name and it's your name.

You can also reference the campaign that they did. This is an example from a neon CRM form.

A lot of platforms offer this type of stuff. You can kind of make a connected thing. It's just some systems make it a little bit harder to connect this stuff together.

But it should be easy for the donor.

So ways that we can do this and I wanna make sure we have time for, some fun here together is one the many essentials identity centric copy in your receipts for instance here's a few little just kind of round up of some tactical tips.

So don't say thank you for your donation made on giving Tuesday. Shift the object of the attention to you are a generous person because of your gift.

Remember, generosity experience rule number one, people before money. We mean it literally.

Thank you for your donation. Donation object. You are a generous person. Because That matters.

It triggers something very subtly in people. You have to remember that there's subtle moments and and most people's communication is beyond just the words and the copy that they have.

It's how they feel when they engage with it. And that's also why other things like Omni-channel support.

You can really lean in to not just the copy, but. Add tone through the colors that you choose.

Through the videos, the images. All of this. It's connected. Even the timing.

New donors should be engaged in a meaningful way after giving Tuesday relatively as soon as possible. If you can start reporting back the meaningful impact.

Don't send an email the next day that says we missed our goal

What do I have to do with that? That's not my problem.

It's giving Tuesday. Give to us. I don't care.

When you invite people in. And personalize this. For them as a follow up, amazing things happen.

So personalized, automation and workflow. Is something that we're even gonna touch on a little bit more sophisticated coaching way here.

So it's important that the first 48 HA donor is getting engaged in some meaningful way.

Not the thanks for your receipt, Way.

We all have capacity issues. I understand that. And so why, some things can be automated. You can automate a little bit of a welcome email series, for instance.

You can say, okay, on day one, they get this on day 3, gate, they get this.

The technology is there and affordable. If you're a neon CRM user, we already have it for you.

In fact, we made, I helped write the copy in the one-click workflow for you to adapt.

Because we're trying to give you a leg up on this type of stuff because you don't have the time.

But even if it's as simple as Okay, we're gonna send out a video to everybody.

I can't deeply personalize that, but I can make sure it's scheduled. And it's scheduled to a segment of people that donated donated and volunteered or just volunteered.

Think about segmenting around the activity that they do and then you can add nuances for monetary sophistication and maturity.

If you had a major donor, for instance, who did a matching campaign as part of your work, Give them a call.

So there's nuances to this, but the first 48 h are critical when it comes to new donor retention.

It could be mean the difference between 18% and getting you over 50% of these people.

And that's because you should think about designing your generosity experience. So this is what we could do together.

This is the call of if somebody's interested in joining me. I'm going to experiment with this.

If somebody wants to join me on stage, we're gonna do this together. We're gonna kind of game plan a little bit of if you are kind of struggling with How do I like build a nice engagement workflow?

Not neon, Cerem specific. This is just like we're not getting into a product thing.

I'm literally gonna make a little map, wet like this together. What's game plan it out?

So does anyone wanna join me on stage? Who's interested in working through? Kind of saying what's a new donor welcome look look like realistically in yours and you can ask me some questions.

Let's give it a shot. Cause otherwise, nobody wants to do it. I could give this to like one of my children and they're gonna ruin it.

Anybody interested, totally okay. And use the chat, cause I don't know what's happening with Raise hand thing when it comes to this.

So if you're like, I want to do it, I want to come up on stage. Then use the chat for me, please.

And again, this is an experiment. I even told Abby I was like, I don't know.

I will. Caitlin. Okay, Caitlin. Let's get you up here.

Promote to. Panelist.

I think I did it right.

Yes, Caitlin.

Hello. Hi. I'm good, how are you?

Hello. How are you? So I'm gonna follow up. You have one.

Great.

The Taylor Swift CD. So I do want people to hang on because we're gonna do a little bit of time together, maybe 10 min if that's okay.

Yep.

Okay, tell me about you and your organization. Let's do some quick hits.

Great. So I'm the data manager for Alzheimer's San Diego.

Okay, yes.

I've been here for over 5 years. We've been using Neon the whole time. And we currently don't have a welcome series for for emails but I wanted to jump in on this because actually I'm concerned that we'd be overwhelming them because we are so we are partnered with double the donation so you technically get 2 emails right when they donate so that's why I was like you know

Yep. Yes.

what I'll do it I'll jump on in.

Cause you're already thinking about the generosity experience if they're getting hit with 2 emails.

Yeah.

You gotta remember that and it's hard to kind of like measure that out. And I think like if you know that that's going to trigger at one time and you can't avoid it because that's just how it works, then what's the more important thing to you.

Let's ask you that in terms of what do you think your audience, what's the big next step you want your audience to do when they first donate, right?

New. Donor. Okay, so what do you think is Like more important the matching. Or something else.

I mean, definitely we could probably delay our matching series. We just went with right ahead having it since we don't have other emails at now.

Yep.

I definitely want to introduce new donors to how to our services because necessarily they might be a tribute donor or we get a lot of third party.

Donors for our fundraising events. So definitely having them learn more about the organization would be the next part.

Okay, so. I think we have a bit of a decision to make in terms of delay match. Equals yes.

Or no. Okay. And I think what can happen is you're hitting on the most important thing, which is education to them no matter what.

And what might be interesting is If you could try to game plan. That no matter what. They get.

Sorry, I'm doing this on the fly.

No worries.

Education first. Do an email series no matter what that the moment they make a first gift you know no matter what they will get enrolled into something that's gonna maybe do one day.

3 days, 5 days, and you tell them. Something is coming next and this is what's coming next.

You are going to learn about this. You're gonna learn about this, you're gonna learn about this.

Great.

And you can, so what are some important things? Let's take 3 main things that you want people to do because I'm gonna be honest this stuff.

It's tactical. I actually want to get into the more strategic questions because whether they do a match or not, if you give them the opportunity.

Then they will take it. So I think if you can delay it a tiny bit to insert this education first item, they're going to be a little bit more game to listen to you.

Great.

So what are the big things that you want to focus on that people learn about?

So directly directing them to our education programs, directing them to our social programs and directing them to our support groups.

Okay, so Let's repeat that again. First is what?

Education.

Education first, okay? Then what?

Then to our social programs.

Social programs. What happens at a social program?

So we provide, social interactions for people living with dementia. And so we have different ones like music.

We have music centered wellness, on painting course, different social outing as well.

Oh my goodness, so what you can do is your CTA there, the big call to action is not money, it's join.

Yeah.

You're inviting them into the community. But I like having that come second because you've explained why this is valuable that they're even part of this because of the education first.

Okay, and then what's the final one?

We have support groups that we'd want people to join.

And that's a good one to come last because. People identity wise. You it's almost like this is okay.

This is where I think we're gonna put the delay off to the side. I would say delay the double thing.

As if possible and focus on this track. And here's the split.

Yes.

You at this point. Do. A. Survey.

And you ask them about. The 3 things there. Design a survey like which of these things things is most important to you.

What what inspired you? What of these 3 things? You call back to those 3 emails in a fourth email.

And you go, what inspired you? And then what you do is you have that information and you now route all of that into a dedicated email list.

Great.

That's routing it into the education, the social or the support list. If people choose multiple things.

Perfect.

That's great.

They're all in 3! Join the survey with your newsletter list and then you got them And then, and then, boom, boom, boom, boom, boom, but you use this survey after you've established that and then what you do is you can stare at each of those and you go who's Who's the squeakiest?

Great.

And then you pay attention to those folks to see. At the end of the survey you say we'd love for you to take this survey and consider a second gift.

Because of these things. And then that's when you make your ask.

Awesome. That sounds great actually. That really helps us.

Okay, any other questions? I'm gonna clean this up a bit for you and send it to you.

Thank you.

Thank you.

Not in the mail though. I'll do that. Any, other questions for, for us today?

Actually, yeah, you know, so we do do a first time donor postcard, a physical mailing about a week a weekish after they've done it.

I try to make the it come at separate from the physical if they're getting a physical computer. Okay.

Great.

That's the match. Put the match in there. Put the match in there and let the drive them to the page where they can actually like look up the match thing because double the donation they have that nifty little tool.

Awesome.

I would say put that that's where you move from connection to maturity. See, that's the thing with new donors.

You can't just. Kind of do the, here's cars for kids, here's the matching, here's the sponsorship opportunities, here's the Whatever, right?

Yeah. Okay.

Julia, I want to do this. This is why I'm experimenting with this. Thank you.

Yeah, this is great.

So, Good. I would say if you overwhelm people, there's it's kind of like, You go to the, serial.

And you're like, what the hell am I supposed to get if you don't know or toothpaste, right?

Yes.

You can modify giving. And so even like. Getting down to the fact that if you can start to segment, do I have a company on file for this person?

If I don't then don't Maybe downplay whether they even get that, right? Matching gifts is very important.

I think it's an underutilized tool, but again, it's an amplifier.

People are not gonna match if they're not doing this stuff in the first place. So I think a postcard follow up for that first time donor.

That's how you get them. And then you hit them with the emails coming up. Right to time it.

Great.

Experiment how long it might go. Cause it like in your zip like what's the USPS like turnaround time?

Like test it, send it to a friend and be like, across town or whatever and be like, how long did it take for this postcard to get to you?

Oh great, perfect.

And then time the email to go around that around that type of information.

Okay. Great. Thank you so much. No, that's it.

Anything else?

This is really helpful.

Awesome. Well, I'm, I'm gonna, put you back. For now, but I will follow up.

Great. Thanks, Tim. Yeah. Of course.

Thank you. Thanks for being brave enough to do that. Thank you. Awesome.

Thank you.

Okay. Oh, I don't wanna remove her. Yeah, Caitlin, you could hang out right here.

Thanks for doing that. That's fine. We're not going to mess with that. Okay, so we have just a few minutes together.

Thank you again, Caitlin. Let's give Kate a round of applause. She was that emoji.

How long do matching campaigns normally run? It depends on the business in terms of how long you can match something.

Match campaigns are one of those things. You want it tight, but that's a match campaign versus what we're talking about, which is employee matching.

Employee matching through double the donation is like corporate gifts and that's evergreen that can happen anytime.

It's usually beholden to the actual business like AMX. They would sometimes even offer triple matches for certain periods of the time.

This is why partnering with double-look donation is good because like I don't have enough time to stay up on top of that stuff and you don't, but they do.

So matching campaigns for something like a major donor who said, I will match up to $5,000 on Giving Tuesday.

That's good to time box it. Okay, let's keep let's let's land this plane folks first Julia?

Is a good example of somebody who's like really informing the future here what Caitlin just did is in forming the future of how we want to do this and that.

Can happen in the connected fundraisers community, which just got its reboot yesterday. If you haven't joined, check it out.

You like this type of advice, this collaborative coaching. We're going to do more of that here in a special digital community that costs people nothing.

Okay, so check that out. That's all live now our final thing if you haven't and you could find that on our website this is my main call to action for you.

Okay, we'll follow up with the community. But main call to action. Oh my goodness. It's a generosity exchange.

Swag giveaway if you can even just register if you can't make it It's all good.

We're not charging. Oh yeah, it's from the VMAs last night, folks.

So if you register today. And sorry, this is only for new registrants. So if you've already registered like, I'm gonna hook you up in other ways.

But like, if you haven't registered for GX today, please do so today. And I'll give away the VIP swag box that has the robe.

And other goodies in it. Special me on mug, but it's got a robe like the waffle robe when you go to like You know, Marriott, that's the rope.

We're giving you that. So we're gonna. This is your Okay, we're glamming it out.

Glitter, right? Shimmer. Rather. So.

I want to thank you. Oh, French slip bracelets? I mean, I have some from upstairs, by the way.

I did my wife. In fact, Back there, I should grab it. That's that's a a little box.

Shadow boxes. I'm not gonna grab it off the wall she'll kill me but like when she went to the errors tour at Metlife.

I went. I stood in line to get that CD for you. For you. I want to thank everybody for your time.

That's how I know so much. Yeah, I was there. I wanna thank everybody for your time today.

This was such a blast to do. I hope this was helpful. Abby, if you maybe even want to put like, The connected fundraisers community is a follow-up URL there that would be cool.

Sorry, I'm just dropping that on you right now, but, Please hold folks. We're gonna drop.

Some of that and I wanna thank all the Swifties and non Swifties for joining in.

It wasn't too much Taylor, but it was enough. It was good Taylor. So want to thank everybody today.

Please join us in the Connected Fundraisers community. For these types of conversations and, there could be too much Taylor Nellie.

I can speak from personal experience. I have 3 girls in my house too. It's I need to you know listen to rage against the machine sometimes.

That's all I got, folks. I wanna thank you for your time. Bless my heart.

Thank you, everyone. If you like this, please tell a friend too. This is how we're gonna be trying to do things over here.

So, Have a great day! And, you know what? Taylor Nation, let's keep it going.

Mortaler content. Perhaps. Okay, thanks folks. Gonna stop my share so I can kinda shut this down and, we'll see you soon.

Hope to see you a generosity exchange also coming up. Have a lovely day and I'll be in the chat and the Slack community that we have too if you wanted to follow up asking me some other questions there too.

And thanks again to Caitlin