A Real Difference

1
A Real Difference

• 2007 Direct Mail Fund Drive

2
Background

• GCCF Foundation established in 2005
• 2nd year for direct mail fund drive
• Same timing October mailing
• Same type of materials in mailing
• Letter
• Donation form (reply device)
• Brochure
• Pre-addressed return envelope

3
Goals

• General goals for 2007 fund drive
• Build endowment
• Build donor base s
• Achieve similar net as 2006
• Donations in endowment
• exceed costs out of pass-through

4
Tactics

• Measurable goals
• New target
• New message
• Reinforced message
• Team coordination
• MADE A REAL DIFFERENCE EXCEEDED GOALS!

5
Measurable Goals
Set realistic goals based on last year results
2006 Act 2007 Goal
HHs mail 433 600
Cost 560 1100
Donations 1520 2000
Net 960 900
Response 9 2 20 3
6
Results as of 11/30/07
2007 Goal 2007 Act
HHs mail 600 600
Cost 1100 1100
Donations 2000 8150 4 x goal!
Net 900 7050 in 2 mo.
Response 20 3 49 8
7
Results as of 1/22/08
2007 Goal 2007 Act 2007 Act
HHs mail 600 600 600
Cost 1100 1100 1100
Donations 2000 8150 9762
Net 900 7050 8662
Response 20 3 49 8 57 10
8
New Target

• Last Year
• Board members 34
• list of HHs 100k 399 Total 433 HHs
• This Year
• Past donors 70 (incl. Board Members)
• Board Members 21 Total 600 HHs
• list of charitable donors 509

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Charitable Donors

• List from infoUSA.com
• Consumer database
• lifestyle variable charitable donors ( ever
  donated)
• 890 HHs of 3916 HHs in Greene Co.
• Cost 178
• Income disbursed
• HHI Charitable Total Greene Co.
• lt59k 64 71
• 60-99K 25 20
• 100k 11 9
• receive instantly via email
• Only 509 names used!

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Results by Donor

• 910 from 178 charitable donor list
• 30 new donors (7212)

List
Past Donors 7892 81 27 47
Board Members 850 9 7 12
Charitable List 910 9 21 37
Other 110 1 2 4
Total 9762 100 57 100
1
2
includes Board Members
11
New Message

• Last Year
• Tax benefit appeal
• Two ways to decrease the tax you owe with just
  one donation
• Tax credit hard to explain
• Deduction in 2006 but credit in 2007
• Donate to one of funds listed
• Most likely confusing

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New Message (cont.)

• This Year
• Two-pronged emotional appeal
• Make a real difference
• Giving back to your community means giving
  forward for the FUTURE of Greene County
• Emphasized local connection of giving
• Examples of recent grants awarded per town
• 36 board members from across the county
• Two versions past donor new donor

13
Letter

• Used pointers from Mal Warwick book, 2001,
• How to Write Successful Fundraising Letters
• Greeting (local connection)
• Dear Friend and Neighbor
• Why donate (emotional appeal)
• Would you like to feel the satisfaction of
  knowing that something you did made a real
  difference in the lives of the next generation of
  Greene County families?

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Letter (cont.)

• Ask for donation
• If yes, then I invite you to join others
  through a donation to the Greene County Community
  Foundation.
• Back-it up (support w/local connection)
• Listed examples of grants awarded to across the
  county
• If youve seen the renovations made to Grand
  Junctions swimming pool, Churdans Centennial
  Building

15
Letter (cont.)

• How donate
• Listed dollar amounts
• whether its 10, 100 or 1000.
• mentioned donation form and return envelope
• When donate
• Deadline and reason (take advantage of tax
  credit)
• Thank you closing
• GCCF presidents scanned signature in blue ink
• Include P.S.
• P.S. You can also donate online at

16
Reinforced Message

• Repeated message in mailing materials
• donation form
• enclosed brochure (board listed by town)
• back-of-envelope sealing label
• Make a real difference!
• OPEN NOW!
• From your Churdan board members,
• Lawrence Geisler, John Hunt, Julie Towers

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Reinforced Message (cont.)

• Supported message with
• Press release reminders in local papers
• One week before mailing
• Two weeks before deadline
• Email to board members for donations
• Special newspaper column in local papers
• Week of deadline
• Thank You letter from GCCF president
• Included tax credit application form with GCCF
  return address

18
Team Coordination

• Met to determine approach and tactics
• review pointers in fundraising letter book
• back-of-envelope label
• localize message
• mention smaller donation amounts
• stamps purchased from every Post Office in county
• Met to delegate tasks
• Tasks listed
• Target dates for completion
• Task assigned
• Email updates reminders

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Summary

• General goals for 2007 fund drive
• Build endowment
• 4 x goal in 2 months!
• Approx. 10,000 total!
• Build donor base s
• 30 new donors!
• Achieve similar net as 2006
• Donations well exceeded cost of mailing!

20
Summary

• New tactics
• MADE A REAL DIFFERENCE!
• CVC Award
• Will help to make a difference again!
• Thank You!