Mike Spear, Director of Product Marketing, StayClassy Twitter Handle: @classy_mike The old paradigm of reliance on major gifts and offline sources is changing. With the rise of mobile giving, peer-to-peer fundraising, and marketing automation, the future of nonprofit funding is online. Learn top strategies nonprofits are using to engage supporters, create movements, and build foundations for sustainable growth.

1. Fundraising & Engagement Strategies
for the Modern Nonprofit
Mike Spear
@classy_mike

2. Hi, I’m Mike
Mike Spear
@classy_mike
mike@stayclassy.org
5+ years in the nonprofit space

3. Contents
1. Future of fundraising
2. Cycle of fundraising
3. Recurring donations
4. Marketing synergies
5. Mobilizing your tribe
6. Seeking serendipity

4. Seriously, ask me anything.

5. Contents
Future of Fundraising

6. The Old Nonprofit Model
• 5% online.
• Heavily reliant on major donors.
• Recurring annual gifts.
• Paranoia about operational overhead.
• Disconnect between
• Fundraising
• Marketing (interruptive)
• Product / Services.
• Feast or famine revenues

7. The New Nonprofit Model
• 75% online & mobile.
• Lots & lots of smaller donors.
• Monthly recurring online donations.
• Invests in operations more like a business.
• Alignment across
• Fundraising
• Marketing (permission-based)
• Products / Services
• Sustainable revenue growth!

8. Meet the New Class
We are at the very beginning of a
sector-wide transformation. A new crop
of leading nonprofits is spearheading a
move towards an integrated
fundraising model that is based almost
entirely online.

9. … and the Innovative Establishment
Even the older, more established orgs
are starting to get into the mix.

10. So, what does the future look like?
• Online
• Transparency
• Alignment
• Many small donations
• Recurring donations
• Year-round P2P fundraising
• Self-directed activism
• Supporter empowerment
• Focus on community

11. P2P Fundraising
• Supporter creates page
• Shares with friends and family
• Raises money

12. P2P Fundraising
• $568 raised per page
• 8 donors/page (4 new)
• ~75 average gift
• Act of fundraising
boosts commitment

13. Contents
Cycles of Fundraising

14. The Old Nonprofit Model
• Multiple events
• Big asks
• Donor fatigue
• No continuity
• 40% raised during
holidays
• Up to 70% donor attrition
Event1
Event3 Event2

15. The New Nonprofit Model
• Campaign with continuity
• Targeted asks
• Foundational peer to peer
• Recurring donations
program (70% retention)
• Community building

16. The New Nonprofit Model
• New donors = New Leads
• Thank
• Educate
• Empower
• Make them part of your
community
• Increase value over time
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts

17. The New Nonprofit Model
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts
• New donors = New Leads
• Thank
• Educate
• Empower
• Make them part of your
community
• Increase value over time

18. One-Time Donors
30-45%
Donor retention

19. Recurring Donors
Donor retention

20. Recurring Donors Con’t
• One campaign over 10 years:
•Worth >2x more $
• Left with > 50x more donors

21. Recurring Donors Con’t
• One program over 10 years:
•Worth 24x more $
• Left with > 7000x more donors

22. Contents
So what are the keys?

23. Start an online P2P
community
(and do it today)

24. Use strong CTAs
You’re getting people to this page,
now help them use it.

25. Make it easy for
supporters

26. Integrate the
mission

27. Add life
Show real-time progress
Show off your community

28. Build Community
Team Rubicon “Support Squad”
Movember “Mo Bros”
Your supporters are
investors in your shared
vision.

29. Provide leadership
Why • How • What
Communication
Simon Sinek

30. Contents
Marketing Synergies

31. Marketing Synergies
• Tell great stories
• Recognize community members
• Be transparent and authentic
• Educate about the cause
• Make it easy and fun
• Set goals
• Use strong CTAs
• Empower your community members and lead
them

32. Key components:
• Great website that looks good on mobile
• Brand consistency
• Dedicated recurring donations program
• Rolling P2P
• Blog
• Social
• Email

33. Contents
This is how you build your tribe
and mobilize it.

34. Contents
A note about:

35. • Fastest ever to 100 million views
• Raised millions of $
• Gained thousands of recurring
donors
• Biggest viral video ever for a
nonprofit

36. Contents
What’s their big secret?

37. • 10 years of engagement
• Hundreds of videos
• Tribe ready to be mobilized
• Advocacy in addition to fundraising

38. ThCaonnkte ynotsu!
Mike Spear
@classy_mike
mike@stayclassy.org