fundraising industry, local, nonprofit profile, regional

Some GiveSTL Day 2019 Statistics

GiveSTL Day is a one-day campaign for St. Louis-area nonprofit organizations. The appeals are generally made through electronic solicitation and social media, but there are no real rules, so organizations can run their campaigns how they wish.

Some of my favorite organizations participate: Spirit of Discovery Park, the Humane Society of Missouri, even the Sierra Club. This is a way to bring the whole community, both organizations and donors, together in a spirit of cooperation and healthy competition.

It’s usually scheduled in the first week of May. I first heard about it in 2018, and this year, 2019, I paid a lot closer attention. I’ve been looking at some 2019 results, and I’ll share a few highlights with some take-aways for those planning to participate next year.

1. Aggregate Results Don’t Really Help Much For Individual Organization Understanding

There were 887 organizations signed up. Of those, 842 received donations, with total donations (including prizes) over $3,000,000. That’s a lot of money, but it’s also not very helpful to individual organizations trying to learn how to make GiveSTL Day a success for them.

For the rest of these analyses, I’m using the GiveSTL Day data that shows results by individual organization, which does not include prizes so the total is only $2.89 million. This is an average of $3,434 per organization. Not bad, but that total is pretty skewed by a few large “winners” and many small “not-so-winners”.

Over 50% of the groups participating in 2019 had under $1,000 of donations. 504 of the 887 received $999 or less. That’s almost not worth it, if you consider the time taken by a staff member to create a campaign, design some artwork, solicit a match, design and produce artwork (or take photographs), plan, write, and publish social media posts and e-mails, set up autoresponder thank-yous, and so on. What’s the return there? I can imagine it might be pretty difficult to justify the same activity for such a low return next year.

However, if you did absolutely nothing, and still got $1,000, it might make sense to participate again. Because, hey, free money.

The point is, it’s hard to look just at aggregates and figure out what’s going on. You need to break results down by organization size and sector to have a good feel for what you could get out of GiveSTL Day. Those will tell you more about how your peers fared, and with some analysis could show you how you did relative to them.

But it probably won’t give you much certainty on what you would get if you participate again next year. Which, to be frank, is what we’re all looking for, right? We all want that secret sauce that turns our GiveSTL Day campaigns into the money trees we dream of.

It’s not that easy.

2. Size Is No Guarantee of Success or Lack Thereof

Organizations are grouped according to size of their budget: Micro (<$250,000), Small (up to $1,000,000), Medium (up to $2,000,000), and Large (everything above $2,000,000).

The fact is, there are small groups that have plenty of success and large groups that struggle. The Small segment this year included 379 organizations. 52 of those received over $3,000 on GiveSTL Day. And 12 of those were over $10,000. Evidently, small-budget organizations can still find the money to create major results in one-day campaigns like this. And remember, $10,000 on a $250,000 budget is a much bigger bump than the same amount on a $1,000,000 budget.

One factor that certainly helps: 10 of those 12 had a match available. Having a match is like free money, in multiple ways. It provides an incentive to give (because that money will be doubled), and it’s a large amount that comes with little effort.

I highly encourage all groups next year to start with a match, as a good way to create additional motivation for giving. (More on that later.)

In the same vein as small is not bad, let me say that being bigger is no guarantee of success, either. Yes, the biggest numbers did come from the largest groups. ThriVe ($181k), Stray Rescue of St. Louis ($136k), Foster and Adoptive Care Coalition ($110k), and St. Louis Priory School ($106k) had big days. But for the rest of the 205 Large groups, just being big was no better indicator of how their day would turn out. Only 58 of them had donations over $3,000 on the day, just past the 52 of the Small groups.

And of all of the 205 Large organizations, only 109 (53%) received $1,000 or more. That means that if you were a Large organization, and participated in GiveSTL Day in 2019, the chances of you walking away with over $1,000 were pretty much a coin flip.

This is an encouragement and a challenge. An encouragement to those small organizations that your results can be better, with appropriate strategy and an effective campaign. And it is a challenge, to those organizations who think that just relying on their name and their current size will be enough to make GiveSTL Day a success. You’re going to have to work for it.

3. A Match Is Not Just Helpful, It Is ESSENTIAL

I said above that having a Match is like free money. It can inspire higher donations, because of the desire to make that donation work even harder. Take a look at the aggregates:

  • 735 groups WITHOUT a match received $1.27 million ($1,725 each)
    • Average gift of $94
  • 107 groups WITH a match received $1.62 million ($15,175 each)
    • Average gift of $202

Fewer organizations, received significantly more money, with almost twice as much given per donation. Now, that’s not to say that having a match guarantees you more money. But having a match is more than just inspiring higher-dollar contributions.

Yes, a match is good for your donors, because it gives them something to shoot for, an initial goal that they can accomplish with the right initial effort.

Beyond that, though, a match is a signal that your organization is doing the right things. It shows that you’re planning GiveSTL Day as a campaign, not as an event. It shows that you’re being thoughtful about how you solicit matches throughout the year.

And planning early enough to get a match in place means that you’re more likely to complete the rest of the essential campaign steps in time for success as well: a marketing concept identified, a timeline planned, resources aligned to take advantage of specials like prizes, etc.

A word of caution: be careful how big you set your match. You want the matching dollar amount for GiveSTL Day to be something that’s going to challenge donors, but you don’t want it to be so far out that you don’t get there. That’s actually wasting your match money. For example, Five Acres Animal Shelter received over $30,000 on GiveSTL Day. But they also had over $5,300 of match remaining unused. Essentially, they missed out on over $10,000 of donations ($5,300 that could have been given and $5,300 that would have been matched).

If the Shelter had an indication of how much of that match would be used, then maybe they could have dedicated those matching funds to another campaign later in the year. As it turned out, there seems to be a missed opportunity.

All that to say – be strategic in how you structure your match. You want to make your matching funder happy that you’ve been able to satisfy her desire to inspire donations, and asking for too big a match (or putting too much of it towards GiveSTL Day) may counteract that.

Conclusion

GiveSTL Day is a giving campaign designed to bring the St. Louis region together for a common purpose. Like similar one-day digital campaigns across the country, there are many opportunities. My suggestions: start early (like every campaign) and get a match (like every campaign, if you can). And make sure you don’t let your own internal view of your organization’s size (and how that may make success easier or harder) inhibit your disciplined approach to having a great GiveSTL Day.

arts, local, nonprofit profile

Local Nonprofit Profile: Pianos for People

This young man is Royce Martin. Please allow him to create an inspirational soundtrack to the next 4 minutes of your reading life.

Royce began playing piano only a few years before that performance. He wrote that piece. He has won competitions already after only a short time playing. He may very well be a prodigy.

And he got started thanks to a donated instrument from Pianos for People. This fairly new nonprofit supplies pianos to needy individuals in St. Louis. They began in 2012 and have recently passed the mark of delivering 200 pianos. Thus they’ve already made a dent in the needs of the community, but there is much more yet to do.

 

Overview

Pianos for People collects and restores (as necessary) pianos in reasonably good working order. From there, they donate these pianos to needy individuals or families in the area. Pianos for People works on the principle that playing music changes lives – it gives hope, it soothes the soul, it allows for creative outlet, it teaches discipline and focus.

You can read the history of the organization here. I won’t go into that with this profile. I will touch on some positives and negatives, and give some challenges and opportunities.

 

What I Like About Pianos for People

This organization serves a need people likely didn’t know they had. Most people can identify that they’re hungry, cold, or sick. Or that they don’t have adequate transportation, education, or social skills. There are hundreds of organizations around the country to help them meet those needs.

Not many know that they are missing music in their life. But, when that opportunity comes to connect with the harmonies of this world, if there are barriers in the way, many will let those chances slip through their fingers.

Pianos for People works to change that. They give pianos away because it allows people to meet that burning desire inside of them. A desire they may not have been able to identify, but was still holding them back through non-expression nonetheless.

They give away pianos. They give away lessons. But more than that, they give connection to the community. They bring together people who need pianos with pianos that need people. That’s a great line. But it’s theirs, I can’t take credit for it.

 

Challenges Ahead

Currently Pianos for People is still growing. They’ve delivered the 200th piano this year, but there is more need. As evidenced by this statement on their website:  “We sincerely apologize, but applications for a piano are presently closed as we have reached our capacity for 2018. We will begin accepting applications in September 2018 for 2019 delivery.”

So there are clearly people who want a piano, but capacity within the organization is lacking to make those dreams come true. This is likely due to a combination of factors: not enough pianos donated, not enough restoration time available, not enough administrative capacity, etc. Each of these can be handled in time, and with money, which suggests that there is a lot of growing yet to come.

Another challenge is the relative newness and obscurity of the organization. With traditional charities like the United Way or American Cancer Society, there’s a big, recognizable name associated. This makes fundraising, volunteer recruitment, and community interaction much easier. Pianos for People will need to expand their reach (in a responsible way) in order to make a bigger name for themselves and reach more people

This is evident by looking at a few nonprofit review websites. Charity Navigator and Guidestar, which provide ratings of the administrative efficiency and fundraising efficiency of nonprofits, have virtually empty profiles. And Great Nonprofits, where users or clients of an organization can make a review, has nothing. Again, these are likely due to the fact that Pianos for People is a fairly small, fairly new organization. In order to create greater credibility, leading to greater impact, leading to greater change in the community, they’ll have to be intentional about creating a positive public profile. The good thing is that as they start basically from scratch they can craft that image how they wish.

 

Opportunities

Obviously there is an ongoing need within the St. Louis community for the instruments and lessons provided. In addition, I think that greater expansion throughout the region would be a big boon to the validity of the organization. And it would greatly increase the potential donor pool, not just for cash and grants but for pianos as well.

Second, I would not be surprised to see Pianos for People expand to more instruments, not just the piano. A piano is large, intricate, delicate, and, frankly, a lot to maintain. I suspect that in a few years there will also be a market for accepting, restoring, and giving away other instruments, such as trumpets, violins, flutes, drums, etc. These may be more accessible to people who don’t have the floor space for piano. Or for those who do want to experience the transformation that comes through playing music but don’t have an inclination to play piano. Or even an opportunity for those who are just out of a piano delivery area yet may be able to accept an alternative instrument.

 

Conclusion

I think Pianos for People has a good thing going. They’re small, but they have incredible opportunity to meet unspoken, unmet needs in this community and around the country. Better still, around the world. I think they’re on the edge of something great. Stay tuned, it’s about to get very interesting on Cherokee Street.

 

 

animals, local, nonprofit profile

Local Nonprofit Profile: St. Louis Pet Rescue

Working as a copywriter I get the opportunity to discover great nonprofits doing great things. Occasionally I will share some with you, for two purposes:

  • I’ll raise some awareness of the organization and provide it some additional exposure, and
  • I’ll get practice at writing, giving me a chance to use different styles and creative techniques from traditional fundraising.

Today I’m sharing a profile of St. Louis Pet Rescue (STLPR), which is a foster-only animal rescue organization run by volunteers.

 

img_01_STLPR_tag

 

Foster-only               There is no permanent facility. That’s because the goal is to get animals out of shelters and into foster homes, where they can be acclimated to living with humans. Although there is a desire to someday have a place where people who are unable to care for their pets can drop them off instead of abandoning them, even that would be a temporary step on the journey through foster care to adoption.

Animal Rescue        STLPR adopts dogs and cats from shelters around the St. Louis area. These animals would otherwise be subject to space regulations, time limits, and/or adoptability problems and would be killed.

Volunteers                There are no paid employees. Everyone is a volunteer. There are foster owners who are helping to socialize and volunteers who staff adoption events on weekends at PetCo. And there are young students who post flyers on community bulletin boards. In all, hundreds of people in the St. Louis area generously give their time to making STLPR a positive, welcoming organization doing much good for the animals needing love in the community.

Plus, they partner with nearly two dozen veterinarians and animal shelters in the area, for supplies and emergency placement until foster care can be arranged. This means they’re not flying solo – they have a wide network of support.

Awards

img_01_STLPR_Deacon
Deacon

STLPR earned Second Place in the 2017 Rescue Bank Stories Contest, for the most compelling story submitted on behalf of Deacon.

And Great Nonprofits, a nationwide organization evaluating the fitness of nonprofits across the spectrum, recognized STLPR as a 2017 Top-Rated Nonprofit. STLPR was one of only 4 animal-related Missouri nonprofits to receive this award.

 

 

 

 

Why do I like them?           First, they’re local. They are all around – my neighbor fosters dogs with them and therefore I can see that they’re really doing what they promote, and they’re improving their own communities in the process.

Second, they’re all-volunteer. There are good and bad elements to that. Good in that it costs less, bad in that there’s less accountability and less incentive to make sure things get done. But it’s clear from the stats on the Great Nonprofits that there is a lot of good being done (over 500 adoptions in the past year), even if they’re not bragging about it.

Finally, they know their mission, and they’re working it. They don’t pretend that they’re going to get involved with lobbying, or protesting to end current shelter practices, or embarking on a shame campaign to try and end the practice of abandonment. They do one thing (foster animals out of shelters) and they do it well.

How you can help.              For more information, check out their website. If you’re in the St. Louis area, volunteer or adopt. Or visit an outreach event at the PetCo in Fenton on a Saturday or Sunday afternoon. No matter where you are, you can donate. Or, you can share this post with your own network to get the word out.

 

I hope you have been as encouraged as I am to find out about a quality organization like St. Louis Pet Rescue. May we all continue to be well by doing good.