Tag Archives: Susan Frazier

Arts Day of Giving: Test and Learn (Don’t Fear!)

Fear!

Since posting last week about Arts Day of Giving, I’ve had several emails from people in the nonprofit community who are a little anxious about the impact of community-wide giving events. The emergence of these events appeals to me for two big reasons: 1) the potential to create broad awareness and sweep up people who have not been moved by individual nonprofit fundraising campaigns; and 2) the challenge, for small nonprofits, of implementing online technology that meets the expectations of younger potential donors who are accustomed to quick and easy online options for engagement.

That said, online giving events are an experiment. A couple of years back, social media theorist Clay Shirky, author of “Here Comes Everybody – The Power of Organizing without Organizations,” told a group of nonprofit leaders, “Fail informatively,” and “Start small and good, then make it bigger.”

My take on Arts Day of Giving, overall, was that it was good. But in what ways did it fail? By “fail,” I mean: were there unintended consequences? When we figure that out, we can make it better.

I posed some questions and some “please do” and “please don’t’s” in my last post about Arts Day of Giving. Based on the wisdom of the crowd – or at least a few people in my social circle – here are a few more suggestions about how to dig more deeply into the analysis of Arts Day of Giving:

1.  Were there winners and losers when it comes to attracting new donors? As mentioned in my last point, the biggest worry point about an online giving event is that it would attract more existing donors who give less instead of giving additionally through this event. According to Susan Frazier of Give Local Now, 27% of those who participated in the event checked the box indicating that they were a first-time donor. While that’s encouraging, I think it’s important to delve more deeply and ask nonprofits to do some analysis.

The methodology to figure this out is tricky but here are my initial thoughts to get at not only the initial impact but the over-time dimension:

  • Survey participating nonprofits now asking them to determine the percentage of donors that were not previous donors. Ask further if the average donation for the known donors trended bigger, smaller or about the same. Unfortunately, not all nonprofits have the fundraising software that makes answering this question easy. (The unfancy way to do this would be to import the list of the Arts Day of Giving donors in Excel with the ADOG gift, and import or estimate the average gift into the same Excel. The ADOG gift and average gift can be summarized as Y (yes, ADOG gift was bigger) N (ADOG was not as big as average) or ND (no significant difference).
  • Survey participating nonprofits again after Jan. 1 asking them to determine if giving through Arts Day of Giving seemed to substitute for a gift the donor would have made at a later date. I can’t think of an easy way to do this as it requires a system of “coding” the pattern of giving. For example, donors may give monthly, once a quarter, X times a year (according to the appeal cycle of the nonprofit) or only during the holiday period. Someone will have to judge if the individual donor diverged from his or her normal pattern. (Smart people out there – what would you suggest??)

2.  What promotional strategies were used by the nonprofits themselves and how did that affect attraction of new donors? 

  • Ask participating nonprofits for a list of exactly what they did to promote the event to their own constituents, along with the distribution or views of each tactic. It’s important to understand something about the reach of the nonprofit through its own communications channels. It’s possible that nonprofits with large email lists, Facebook or Twitter followers may have been disadvantaged. If they already have their own effective channels to reach people, they may be more likely to experience cannibalization when promoting an online event. Finding out that existing donors gave to this instead of rather than in addition to does not mean that online giving events are a bad idea; it suggests that bigger nonprofits may need to support the event by targeting new likely givers through a direct mail or other channel. 

3.  How much did the availability of matching funds influence donating behavior?  I previously wondered aloud on “Philanthrophile” if the match-kitty would be diluted over a much larger number of charities when the community-wide event rolls around in 2014. Susan Frazier responded by saying, “For starters next year will not just be the arts but the full spectrum of nonprofits.  That gives us a much larger pool of donors to approach for match $$ and we also now have proof of concept that will facilitate that fundraising.  We also have a year to plan so will begin the fundraising right away and be able to get into the 2014 budgets.  Austin has $800,000 in match $$ for a full sector this year– we would like to look like that! However, we will also have a much larger number of nonprofits to split the $$ – hoping for a minimum of 600 with profiles on Giving Edge for next May.  So the ratios are likely to stay sort of the same.”

Still, I think we need to know more about the influence of matching from donors’ perspective, especially if there is concern about cannibalization:

  • An online survey of Arts Day of Giving donors is the only way to learn what motivated people to give through this means. Was it because they were already loyal to a nonprofit and wanted to take advantage of matching funds? Was it because a friend recommended it (and the matching gift had no effect)?

There’s a lot to the design of an online giving event – far more than the technology. To my way of thinking Arts Day of Giving proved the potential, but there is much to be learned as we look forward to the 2014 event. Cannibalization is something to fear, but fear shouldn’t stand in the way of experimentation.

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Arts Day of Giving Made History! Way to Go Sacramento!

Final Results Arts Day of Giving Give Local NowOn April 29, Sacramento held its first online fundraising blitz and generated $411,907 for ~80 arts-related organizations with programs spread across the region from Davis to Roseville, Placerville and Stockton. Even though another big local news story threatened to eclipse the attention being lavished on the event — the vote of the NBA Committee not to allow the sale of the Sacramento Kings to Seattle, posted by the Bee at about 2 p.m. —  Sacramento proved it could multi-task. People tweeted about the Kings while the Arts Day of Giving continued to generate email, Facebook and Twitter traffic.

The event was a big darned deal for a number of reasons:

Looking at the experience of other cities that have deployed similar technology, it also successfully demonstrated how much more opportunity we have. I’ll blog some thoughts soon about where we might go from here.

The Technology

There’s no doubt about it: many people want charitable giving to be dead easy. But technology costs money. Even if you acquire off-the-shelf technology, as our local organizers did, it takes a ton of time to wrestle a project like this to the ground. The software has to be modified, and nonprofits have to agree to participate and create profiles, all of which takes more time. Susan Frazier of Give Local Now credited the Sacramento Region Community Foundation with contributing resources – time and money – to build the engine of Arts Day of Giving. No doubt the collaboration with the Sacramento Metropolitan Arts Commission and For Arts Sake made a difference, too.

Give2Max home pageBut the results seem to be worth it for communities taking advantage of this new approach. In 2011, I blogged about Give2Max Day in the Washington DC area, which raised over $2 million in a 24 hour period from nearly 18,000 donors. Online giving blitzkriegs are picking up steam with events in places as far flung as Seattle (Big Give upcoming event on May 15), North Texas (Get Up and Give! which raised over $14 million from almost 28,000 donors) and Columbus, OH (The Big Give raised $8.5 million from over 10,000 donors).

Arts Day of Giving home page with categoriesI decided to test the technology by making several small donations. Dead easy indeed. If you knew which organization you wanted to donate to, you used the handy search field. But what if you didn’t know and wanted to “shop” for an object of your affections? The brain trust behind Arts Day of Giving created easily-digestible categories of arts organizations from arts education to dance, music, arts education, visual art, media and more. In each of those categories, you might see as many as a dozen nonprofits. You could click on a profile and learn more about them; seeing them in a consistent, complete framework made it a cakewalk.

Philanthrophile tweet stream #ArtsDayofGivingAs you can tell from my tweet stream, I made a series of seven rapid-fire small donations between 8:05 and 8:28 p.m. At the bottom of my first purchase screen was a link to allow me to select another charity. When I selected one, all I had to do was re-enter my credit card. Within seconds, I had an email receipt in my inbox.

The reason I tweeted my donation (which I normally wouldn’t) was to help charities vie for a social media prize worth $1,000. They had to be mentioned on a public post or tweet along with the hashtag #ArtsDayofGiving.

Who benefited most?

The Leaderboard (which is still visible) allowed charities and donors to see exactly who was winning the donation race. Sacramento Ballet received almost $50,000.

My informal visual survey of the Twitter stream during the 24 hour event revealed that Sac Ballet was the most active. They may have done a bang up job of promoting the event to their members in advance of April 29, but I suspect that the event brought them new supporters, largely through Twitter. And this is strange: Sac Ballet doesn’t promote its Twitter “handle” on its website and doesn’t seem to have a Facebook page. My advance prediction was that the Crocker Art Museum would raise the most funds because of its highly public profile. After all, it’s a place — and a place has the advantage when it comes to building relationships. Drop in anytime! But the Crocker also has a big social media footprint with nearly 18,000 likes on Facebook and almost 1,000 followers on Twitter.

But in some ways I think the biggest winners were organizations with lower profiles. The technology provided them with a way to raise visibility that they never could have achieved on their own. Case in point: @DDSOorg noticed me tweeting and sent me a message thanking me for supporting the Arts Day of Giving. I looked at their Twitter profile where they turned out to be the Developmental Disabilities Service Organization which “champions the creativity & potential within the hearts & minds of adults with intellectual and developmental disabilities using innovative strategies.” Then I looked them up on the Give Local Now event homepage. Then I gave.

Another surprising winner was the Sacramento Mandarins, a drum and bugle corps, which raised $16,000 from 78 donors.

Inquiring minds want to know

Twitter traffic Arts Day of GivingAn event like this leaves me salivating with more questions than answers:

  • Did Twitter have the most impact on traffic to the event page?
  • What happened to traffic on nonprofits’ own websites during the event?
  • Did landing pages like the one on Capitol Public Radio convert traffic to Give Local Now visits?
  • Did nonprofits mostly find new donors, as has been the case in other cities? Or did they see old friends come back in a new way?
  • What were nonprofit’s best practices (IMHO) on Twitter during the event?
  • Why weren’t more individuals engaged (as opposed to organizational tweeters)? There were a few voices out there but some of the most active social media adherents (some of whom work for public relations agencies) didn’t seem to be involved.
  • Where was United Way? In some other cities they seem to have been involved in giving events like this one.

Tomorrow (I hope): Opportunity knocks! How this online giving technology could become an even better thing for Sacramento nonprofits? (And I might throw in a little about the risks – like rising administrative fees,  wearing out the market with fundraising contests, or failing to let people know what happened with their donations, a leading reason that people don’t give.)

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Finally! Online Community Giving Blitz Comes to Sacramento

#artsdayofgiving

In 2011, I wrote about Washington DC’s “Give to the Max” online fundraising blitz, and I’ve been anxiously waiting for something like that to come to Sacramento. This Monday, April 29, that moment arrives as Give Local Now, the Sacramento Region Community Foundation, For Arts’ Sake, Sacramento Metropolitan Arts Commission and the Nonprofit Resource Center bring us the Arts Day of Giving. As happy as I am for the arts organizations that will benefit, I’m even more excited about what it potentially means for all local nonprofits. I caught up with Susan Frazier of Give Local Now to learn more about the event — and the progress of Give Local Now’s efforts to energize local giving.

Let’s start with the basics: what do you want people to do on April 29?

We want them to go onto givelocalnow.com, where they will be redirected to a special giving page. The page will be up over the weekend but they won’t be able to donate until 4:29 a.m. on Monday, April 29. It’s very simple and quick to get to a list of nonprofits and pick the one you want to donate to. The page can handle 10,000 transactions a minute so it’s not going to slow down. Check out the tutorial about a minute in:

You can also help by spreading the word. Local arts organizations stand to win prizes including $1,000 for the organization that generates the most posts on Facebook and Twitter during the 24-hour-period, but posts must be public and use the hashtag #artsdayofgiving.

Is this the first 24-hour online giving event in the area that benefits a group of nonprofits?

It is. You have to have sophisticated technology in place, which we now have, thanks to the Sacramento Region Community Foundation. The next online giving event will benefit the full sector of nonprofits, in May of next year.

The Sacramento Region Community Foundation has been terrific. The amount of labor and investment that they’ve taken on has been stunning. It’s a real gift to the region. They both funded and staffed the development of the technology.

Technology is more and more important to nonprofits. What technology was required to make this online giving event possible?

We integrated two pieces of existing technology: a database and an ecommerce/campaign tool. The database comes from Guidestar; they branded it as DonorEdge but we renamed it GivingEdge. The secure ecommerce/campaign tool provides the landing page for the day, which will instantly track and display each donation and all kinds of statistics as the day goes along. You’ll be able to tell which nonprofits are getting what and how we’re doing against our goal.

The database allows donors to see really robust information about a nonprofit’s programs, financials, management and governance. We only have the arts organizations profiles now but by fall we hope to have good representation of all sectors of the local nonprofit community. While Guidestar includes all IRS-registered nonprofits, those organizations will have to choose to complete a profile for GivingEdge. The database shines a lot of light and transparency on organizations.

What do you hope will be raised for the arts?

We hope to raise as much as $500,000. We have $100,000 in matching donations from a variety of corporate sponsors and businesses and restaurants that are offering discounts or freebies to contributors who show a receipt for their donation via print out or on their smart phone. And this was just added: Bistro 33 locations are offering a 20% discount to donors and Harv’s Car Wash will provide a free wash. We’re deeply grateful for the support of the Sacramento Region Community Foundation, Western Health Advantage, Wells Fargo Bank, Barry and Lynda Keller, Enlow and Mel Ose Endowment for the Arts, Safe Credit Union, Sacramento Metropolitan Arts Commission, and the Jean Runyon Endowment for the Arts Fund, which will give a cash prize of $1,767 to the arts organization that raises the most overall during the event.

Why the particular focus on the arts?

The original initiative idea came from “For Arts’ Sake,” through Mayor Kevin Johnson’s office. They thought it would be a great use of their initiative and they knew they couldn’t do it alone.

What are you hearing from local nonprofits about their fundraising success as the local economy begins to slowly improve?

I’m hearing about a slight uptick, but there’s also a lot of concern among donors. As one donor said to me, “Darn, I thought this economic downturn would get rid of some of these nonprofits.” What’s behind that is some skepticism about whether the sector has too much duplication. Nonprofits are really frustrated with that, that they may not be able to attract donors, often because of a misperception. That’s something that this database can help with. It may show that they fill a need that other nonprofits do not, or suggest opportunities for collaboration.

What’s next for Give Local Now?

We’re gearing up with a bunch of different strategies. One of them is the nonprofit capacity piece, working through the Nonprofit Resource Center to build fundraising skills of nonprofits and their Boards through training, and to make them better stewards of the resources they have. We can help them with their message about why they’re worthy to invest in, as opposed to “help us because we’re desperate.” We’ve written a grant for a series of training sessions that will bring executive directors and Boards together to help them understand fund development better – their different roles and responsibilities as well as best practice strategies.

Another focus is measurement. In September 2011, we announced three ambitious goals: to increase the regional average of households that give to charities; increase the average household contribution of households that give; and increase the share of giving that stays here in the area vs. benefiting national or international charities. To help us track progress, we’re developing a set of measures using nonprofit partners’ results as the data source. But first, we need to get local nonprofits on the GivingEdge tool.

The third thing we’re doing is developing a whole suite of new tools that will help local nonprofits connect with donors. We are changing out the website to have a lot more donor tools on it, and to enable donors to get a lot more information about local nonprofits.

The fourth strategy is just an awareness and outreach strategy, with an underlying idea of building regional pride. If information about the cool things that are happening here were more broadly known, there would be a greater sense of pride in philanthropy.

What are some of the cool things you’re seeing?

One example is “Reason to Party,” which organizes events benefiting a cause they select as a way for 20-somethings to have fun and donate. It’s pretty inspiring. Another is the El Dorado Giving Circle, a group of several hundred women in the foothills who contribute individually and pool their donations to make an impact on a cause they select together. The Metro Chamber’s Project Inspire is another innovative way approach to philanthropy, where anyone who donates $250 or more can participate in supporting an exciting project benefiting the Sacramento area community.

Any parting words?

There’s nothing static about Give Local Now. New ideas come in everyday. I really see it as a snowball rolling down hill that’s picking up pieces as it goes. It’s a catalyst. We’re starting to attract people that can see this as a vehicle for change.

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