between the lines 1st edition

1ST EDITION
WINTER

2015-2016

BthEe LTIWNEESEN™
A PUBLICATION OF

the Leading Nonprofit Consultancy for the Jewish Community

Welcome to the inaugural issue of Featured

BETWEEN THE LINES! THE
RESEARCH
If you’re reading this, you are likely to be a fundraising professional, or one REVEAL
responsible for the well-being of a nonprofit, that is, a person whose purpose
in life is to constantly seek out new opportunities to grow your mission and ALONG THE
magnify its impact on the global Jewish community and its continuity. LINES

Your life’s calling is doing good for society, and for that, you deserve SUCCESS.
tremendous respect. Most of society only makes a living. Being responsible IT’S WHAT’S
for the wellness of a nonprofit is a comprehensive job! FOR DINNER.

As a former fundraising executive-turned-consultant, I am a member of the ANALYTIC
same team as you. I have felt the challenges; I have seen the rewards. My DRIVEN
passion now is to see nonprofits flourish at their highest level possible, so that FUNDRAISING
people everywhere can feel the benefits of Torah, Judaism, kindness and other
charities with missions that improve our world. ONE-
LEINERS™
My goal with “Between the Lines” is to provide you with cutting edge
information, tools, inspired motivation and often a bit of humor, from the THE CLIENT
front lines--and ‘between the lines’. Our vision is also to share with you the JOURNEY
fundraising and philanthropy research our firm regularly studies. We find
what’s best in the field for you to use and enjoy--if knowledge is power, I hope
to empower you to exceed your own expectations.

This publication is dedicated to YOU.

Best wishes,

Herschel Leiner Visit our website at
www.HLeiner.com
President & Founder
H. LEINER & CO. —
Corporate & Nonprofit Solutions Watch for our
upcoming seminars

RERSTE@EVHAHEERALCLH “The only ‘Ask’ you KNOWING YOUR HL TIP:
should make on these DONOR’S BIRTHDAY
If you know
phone calls is ‘how Why and How Your Donor’s Age Matters in Fundraising your donor’s
are you doing?’ birthday, call
Nonprofits need to be savvy about some interesting demographic them to show
facts if they want to tap properly into the new market of
households who are increasing their charitable giving. you care!

PWLEAANLTTHOYGDIVOENMOORRSE A big factor in choosing marketing strategies for your donors is as
As Economy Bounces Back, Wealthy Households Increase Charitable Giving. simple as knowing their birthdays. According to Blackbaud, Inc., a
supplier of software and services designed for nonprofit organizations,
According to a recent study by securing pledges with wealthy event, they won’t feel responsible to donors’ age groups are a key element in determining their preferences
U.S. Trust and the Lilly Family donors now that assets are finally give for any other reason.” and likelihoods when it comes to all things charity.
School of Philanthropy at on the rise.
Indiana University, close to 100% of He suggests preventive measures. But there’s both good news and bad news. The good news is that
the most affluent households in our H. LEINER & CO. has also seen a Organizations should take 10-20 average annual giving generally increases with age. But that’s also the
nation gave charity last year. This jump in its Jewish nonprofit clients or so middle to upper tier donors bad news. Our younger cohorts have a lot to learn from their parents’
is the highest percentage of giving from across the continent seeking and contact them four times a year, generosity. Being in touch with what the younger donors like and
seen in the last decade, and the consulting services for their capital without an Ask. “Pick up the phone, expect will give you the advantage you need to keep them engaged
reason behind this is simple: more campaigns. One common challenge and call them,” he says. “The only and loyal to your cause, so as they age and rise in their careers, you
money is at their disposal. we have found is that clients who ‘Ask’ you should make on these will be first in their minds when they want to be charitable.
reach out to their dinner donors to phone calls is ‘how are you doing?’.
And nonprofits know it. Our solicit large gifts for a building fund Update them on the organization’s Traditional style fundraising like mail and phone solicitations may
newly rebounding economy often have difficulty transitioning news and progress. Wish them a not necessarily work well with Information Age “Millennials”, or
is showing a trend of capital those dinner donors into building good Yom Tov, and most of all, thank Generation Y’ers. Generation “Y” can be thought of as Generation
campaign announcements by fund donors. them for their support in the past.” “Why?”—they’re always looking for answers--as they are a
many large hospitals, universities product of the unlimited access to information in our technology-
and museums. Names like the “The only explanation for this is Donors require cultivation or driven society. This demographic has become accustomed to
Smithsonian Institution, Cleveland that dinner donors feel that their “Friendraising” as Herschel Leiner getting information and answers on demand. Nonprofits that
Clinic, Harvard Business School and relationship with the organization puts it. “The sooner you begin cannot easily supply answers as to how earmarked donor funds are
UCLA have unveiled multi-million is unilateral,” says Herschel Leiner, ‘friendraising’, the sooner your being used, for instance, is often a deal-breaker for this group.
and multi-billion dollar fundraising president of H. LEINER & CO. “If donor base can become more 
drives over the last few months. the primary contact you make with versatile.” In order to create the right strategy for your fundraising,
This strategy has fundraisers your donors is through your annual it’s important to learn what works for every demographic:

Generation Age/ Birthday % of total giving* Facts
Y/ Millennials 18-32 (1981-1995) 11%
Passionate / socially connected / likes to hear
Generation X 33-48 (1965-1980) 20% impact of giving / responds to digital giving

Baby Boomers 49-67 (1946-1964) 43% Juggling family vs. Career / needs convenience /
primarily digital giving

Responds to mail and digital solicitations

Matures 68+ (-1945) 26% Responds well to mail and phone solicitations
and some digital / legacy giving

2 | www.hleiner.com *The Next Generation of American Giving, by Blackbaud, Inc. www.hleiner.com | 3

Rabbinical Seminary of America’s National Torah Initiative: Lecturing at TULFA:

H. LEINER & CO. “WELL VISITS” FROM THE
Rabbinical Seminary of America-Yeshivas Chofetz Chaim FIELD TO THE
is a globally-impactful institution known far and wide for doing this, they offer fundraising and management courses to CLASSROOM Scenes from
its trailblazing outreach and Harbotzas HaTorah efforts provide cutting-edge skills in those fields to better poise the RSA H. LEINER & CO.
that have shaped the American Jewish landscape over the last affiliate organizations for long term success. Each year, Torah Umesorah offers a valuable
eight decades. academic program called TULFA—Torah Seminars
NTI secured a grant to offer nonprofit consultant services to Umesorah Leadership and Fundraising
Part of their push to expand Judaism to RSA affiliates nationwide. These nonprofit organizations have Academy to young men who are interested in
the far corners of the continent is becoming leaders in our nation’s day schools
a division of their organization become beneficiaries of the expertise of H. LEINER & CO., and yeshivos. The premise of TULFA is to train
called NTI—the National Torah Corporate and Nonprofit Solutions. The grant covered the future administrators and fundraisers of
Initiative. This program aims to a diagnostic “well-visit” onsite, as well as our organizations to navigate them toward
prepare RSA alumni for Torah evaluations and follow-up analysis, reporting sustainable continuity.
leadership positions in grassroots and executive support hours.
communities nationwide. In Effective fundraising skills and concepts are
the key to ensuring the financial viability of
“Herschel developed a “The visit was “We are grateful “Meeting with “Herschel Leiner’s a school, and Herschel Leiner was chosen as
deep understanding of educational, that we had the H. LEINER & CO. time with us was very the professional lecturer for the Fundraising
the diverse individuals enlightening and opportunity to work afforded our productive and will help 101 course last season, because of his
he mentored. His provided several clear with H. LEINER & CO. organization the us reshape and mold extensive experience in the field and as a
genuine concern for and concrete steps The genuine concern opportunity to gain our structure to enable nonprofit consultant.
the welfare of the that we can take to for the growth in invaluable advice more productivity
unique institutions grow our fundraising quality and quantity and direction from moving forward.” “Thank you for your very informative lessons last
they represent is (or as Herschel says of our organization someone with winter at TULFA,” writes one participant. “Your
most impressive. He “friendraising”) to the was clear. years (decades!) of — Rabbi Avi clear guidance is tremendously appreciated
gave our talmidim next level and beyond.” experience in the Wachsman, Dean, and your vast experience valued. It was classes
leadership tools H. LEINER & CO offers field of “friendraising” Orlando Torah like yours that gave me the impetus to pursue
that enhance the — Rabbi Reuven a rare combination of and fundraising. Academy. my goals,” he said. “I recently began my career
effectiveness of their Feinberg, Dean, expert practical advice We are especially in Yeshiva Administration and I look forward to
Avodas Hakodesh Torah Academy of and encouraging and grateful that we were putting your lessons into action.”
enterprises. We are Boca Raton inspiring direction able to do so in the
very grateful to him for which energized formative months of The TULFA lectures engage numerous participants
sharing his impressive us with focus and our organization as annually who are then able to put into practice the
talent and for the vigor allowing us to that will, allow us to crucial skills and concepts learned in the course.
considerable efforts he accomplish our goals.” maximize the benefit
exerted on our behalf.” of the guidance.” “Rabbi Leiner’s lectures and the wealth of
— Rabbi Moshe Katz, information he imparts has made a significant
— Rabbi Bentzion Dean, Yeshiva Day — Rabbi Gabi contribution to our Leadership and Fundraising
Chait, Director, School of Las Vegas, Gittleson, Rabbi Academy,” says Mr. Dennis Eisenberg, Director
National Torah Henderson, Nevada. Menachem Zev of the TULFA program and the Office of School
Initiative. Kramer, and Rabbi Sustainability at Torah U’Mesorah. “He is a superb
Michoel Rennert, teacher and a mentor for our students.”
4 | www.hleiner.com J.O.I.N. Orlando, FL
Effective fundraising skills and
concepts are the key to ensuring the

financial viability of a school.

www.hleiner.com | 5

ISTU’SCCWEHSAST. ’S TAHNEALHYLTICS-
FOR DINNER. FDURNIVDERNAISING
MODEL
by Herschel Leiner
by Herschel Leiner
Ihave met many people who have created Dinner
events in 4-8 weeks, however the emphasis I 1-2MONTHS What is a successful H. LEINER & CO.’S »»If an organization and so much more.
put on this momentous fundraising opportunity I & P: Dinner? I define that by how REVOLUTIONARY did fare worse this year
is not simply on creating the Dinner as much as it Imagery & much buzz, or excitement POWER GRID SYSTEM™ than last, in which tier of their With the interactive pledge-tallying
is on creating a successful Dinner. Personality your target audience and TAKES NONPROFIT DATA database did they lose out on HL DAILY PROGRESS GRID™, clients
donors experience leading TO A NEW LEVEL opportunities? Why? can add up the number of donations
I have given seminars to hundreds of 3-4MONTHS up to the event, which and how much money they raised in
organizations, called “Dinner in a Day,” where my translates into stronger Are all donors created equal? »» What about school alumni? a given campaign-- each day from
fundamental mantra is that YOU should run the Organizing fundraising, giving the The database of donors is the Is their charitable giving the start. We have seen clients’
Dinner, not that the Dinner should run you. The data & organization a boost. lifeblood of an organization, performance being tracked and pledges double, triple and quadruple
three key differences between an average Dinner creating but even the most sophisticated tapped? as soon as they begin using the
and a successful Dinner are: Leaving your organization’s database software won’t be able to PROGRESS GRID. Also part of the
a) time fundraising production up to chance replicate the valuable analytics found »»How many of your dinner donors POWER GRID SYSTEM™ are timelines
b) being organized tools is not a good risk to take in the HL POWER GRID SYSTEM™. are lapsed donors? for event success and spreadsheets
c) focused ASKS. when it is your most for keeping track of weekly marketing
5-6MONTHS momentous event. The For instance, most nonprofit leaders »»How do you define the word and media coverage.
The average timeframe for planning a successful ‘H. LEINER & CO. model’ know whether their organization “lapsed”?
Dinner is anywhere from four to six months. For ASK, ASK, for Dinner strategies fared better or worse this year than This system provides clients with
the first two months we work with clients on ASK provides the framework last, but do they also happen to »»How does your organization define focus and priorities that database
what we call “I & P”--imagery and personality. for a truly fabulous and know if their organization is trending the word “donor”? reporting software cannot replicate.
We create an overall project strategy, and begin financially successful event. upward or downward over the last This translates into consistent and
with branding concepts. The next two months we several years? Every sports team H. LEINER & CO. has a comprehensive substantial gains and maximized
focus on organizing general and fundraising data, Your Dinner’s success has MVP’s. system of worksheet grids that allow fundraising results.
and on creating fundraising tools. The last two depends on how much nonprofits to view and challenge
months are for fundraising skills enhancement, TLC you give it--Timing, »»Does every nonprofit know who the toughest risks in their data, and According to HL POWER GRID
and maintaining focused momentum with the Leverage and Creativity! their group of Most Valuable tap into the greatest opportunities SYSTEM™, no two donors are
client while they ASK, ASK, ASK. Donors™ are? to maximize success. The data alike. This means, each donor
analytics inherent in this system you encounter requires unique
6 | www.hleiner.com gives nonprofits the best perspective treatment.
in order to choose an appropriate
marketing and fundraising strategy—

No two donors are alike. This means, each donor
you encounter requires unique treatment.

www.hleiner.com | 7

One-Leiners ™ Fund- From Mediocrity to Magnificence:

Think raising is The Client Journey We analyze and balance
big... ask Friend- by Devorah Koenig, H. LEINER & CO. their concerns together
BIGGER! raising. Project Coordinator
with the cutting-edge
Fundraisers Being part of H. LEINER knowledge and expertise
are the people & CO. means working our company has gained.
who help others YOU should intricately with our But because it can feel
accomplish their run your clients to push our combined daunting for an organization www.hleiner.com | 9
life missions. The 3 C’s goals along the strategic to come forward with a new
Dinner–Your path from mediocrity to or rejuvenated message, we
of FR are: Dinner should magnificence. analyze and balance their
Communication not run YOU. concerns together with the
Data is Every client, no matter cutting-edge knowledge
King. Communication how small or large— from and expertise our company
inaugural celebrations to has gained from scores of
Communication centennials, undergo an success stories.
important process of change
If a good When doing a The Secret from the moment they The result is a
picture is worth a project for the first Tool of Donor sign on. confident client.
thousand words, time, expect it to Retention is...
take twice as long your phone. The journey on which they I have seen clients literally
then a great embark is inspiring to watch. spring to life when they have
picture is worth a as you originally the confidence and clarity
thought. A project often begins with they need to achieve the
million dollars. ambivalence, questions, set goals. It is as if their
and ‘basic’ goals, but as the path to finish line is paved.
3 1 2 3 process unfolds, we provide And as our relationship with
the client with a keen sense them grows, the pride in the
FREE It’s a Sunny Annoying Habits of FREE of organization and structure project peaks and leads to
2015 for NY Charitable Donors Dinner which gives them clarity about ambitious fundraising with
OFFERS! Nonprofits Prep their project, and strong results that top even our own
(Adapted from the Wall Street Journal, Timeline! motivation. The questions expectations.
Contact us today at (from Crain’s New Veronica Dagher, April 13, 2015) they brought to our table turn
[email protected] York Business) The critical into solutions, and goals are We have seen fundraising
If you’ve ever experienced a donor who has given checklist for discussed and reinvented, professionals, board members
or call: Find out why your organization an unwanted gift (i.e., cases of a stress-free, to reflect bigger and better and their organizations grow
845.362.8545 ext 2 corporate and antique books) or micromanaged your projects organized and aspirations. to great heights beginning on
individual giving is successful day one, and even beyond the
to get your free on the rise, especially down to your event’s drink menu, or expected dinner event! end of the campaign.
copy of: in New York! you to provide personal favors in exchange for a
There are times when we Truly magnificent;
miniscule donation, this article is for you. encounter a need to provide truly inspiring.
balance for the client--often
there are hesitations about
imagery and messaging
when taking a project public.
Deciding and finalizing on
a brand or logo is a huge
commitment, but that is
what creates the tone for an
upgraded mission or project
with upgraded results.

8 | www.hleiner.com

NATIONAL &
10 GLOBAL IMPACT

ISRAEL

11

THE RUSSIA
NETHER-
LANDS 1

FRANCE H. LEINER & CO. 3
LECTURE LOCATIONS 4 Montreal
ABiography
veteran fundraising Or Hagolah / Jerusalem, Israel Toronto 33
professional for over 30 Neve Yerushalayim / Jerusalem, Israel
years who launched his own Annual Conference For European Rabbis And 3 13 2 18
highly successful consulting firm, Outreach Professionals / Paris, France 6 3 3 5
Herschel Leiner of H. LEINER & CO. Parnassah Expo / 3 Locations
Corporate & Nonprofit Solutions Agudath Israel Of America Regional Directors 3 15
is renowned for his expert Retreat / Pikesville, MD 2
guidance in fundraising skills, Chesed Roundtable / Newark, NJ
campaign management and Lubavitch Shluchim / Monsey, NY MD
marketing of nonprofits, as well as his winning seminars on Torah Umesorah: Presidents Conference /
these topics. He has challenged organizations, boards, donors Palm Beach, Florida 3
and communities to rise higher--to think big and ask bigger-- Torah Umesorah: Presidents Conference /
to step out of the box and maximize opportunities. Miami Beach, Florida CLIENT LOCATIONS 9
PCS Lakewood / Lakewood, NJ www.hleiner.com | 11
Campaigns under his leadership have seen increases that Mercaz Lmorim / Brooklyn, NY
soar to 300% and higher, and the H. LEINER & CO. ‘push to Ohr Someach / Monsey, NY
excellence’ has led to over $300 million raised for charity, and Ichud Mosdos Bobov / Staten Island, NY
that number grows daily. H. LEINER & CO.: Raising The Bar / Tarrytown, NY
H. LEINER & CO.: Dinner In A Day / Brooklyn, NY
H. LEINER & CO. is presently consulting for projects across H. LEINER & CO.: Dinner In A Day / Fleischmanns, NY
North America that exceed $100 million. H. LEINER & CO. has a H. LEINER & CO.: Dinner In A Day / Lakewood, NY
diverse team of talented professionals that are on the cutting The Montreal Center For Health & Care /
edge of today’s fast-paced marketing field. Their track record Montreal, Quebec
of scores of successful clients has made them a trailblazer Mekarvim Conference / Monsey, NY
in the field. Constantly studying trends in the industry and Association of Kashrus Organizations, OU
blending it with decades of experience, H. LEINER & CO. brings Headquarters / NY, NY
to the table fresh perspectives and results-driven strategy so Agudath Israel Convention 2015 / Stamford, CT
organization leaders can walk away with the tools they need to
aim even higher.

10 | www.hleiner.com

13 Wallenberg Circle
Monsey, NY 10952

T: 845.362.8545
[email protected]
www.hleiner.com

NEW SERVICESH. LEINER&CO is proud to present These are new,
independent
as our consulting firm continues to grow services of the
H.LEINER & CO.
CREATIVE COMMUNICATION. H.LEINER & CO. offers your business or brand
COPYWRITING organization creative writing services by a panel of expert
by Get it Write™ writers that will take your brand and message to a higher level The Leading
of excellence. We are the experts in copy for newsletters, a Fundraising
MEDIA broad spectrum of PR as well as fundraising proposals that Consultancy of the
ADVERTISING have earned clients millions of dollars. Jewish community

PLACEMENT EXPOSURE. H.LEINER & CO. understands your project and ∆ Campaign Strategists
its budget, and can create and implement an intelligent ∆ Dinners
SOPHISTICATED marketing campaign that maximizes your media exposure. ∆ Capital Campaigns
DATA- Our relationships with multi-media outlets and our handling of ∆ Creative Services
all your advertising needs – including web presence – means ∆ Project Management
ANALYTICS that your advertising is cost-efficient and virtually hassle-free. ∆ Leadership Training
STRATEGIC Reach your target audience. ∆ Solicitation Coaching
BRANDING & ∆ Time Management
REBRANDING PRODUCTIVITY. Based on our successful model, H.LEINER & ∆ Database Segmentation
WELL VISITS: CO. has helped nonprofits raise triple their income and more. ∆ Donor Retention
A DIAGNOSTIC We offer an analysis of your organization’s data to help uncover ∆ Network Leveraging
opportunities and build on your strengths, using our own HL ∆ Donor Profiling
VISIT Power Grid System.™ Find the golden egg of your database! ∆ Prospect Screening
∆ Lectures
IMPACT. Your brand is the way your donors view your mission. ∆ Seminars
H.LEINER & CO. now offers services for branding and rebranding ∆ Special Events
your organization, enhancing or reinventing your verbal and ∆ Marketing
visual message to the public. Join the list of successful H.LEINER ∆ Advertising
& CO. clients whose positioning has made a powerful impact on ∆ Direct Mail
their donors. Raise more money through impactful branding! ∆ Web Campaigns
∆ Executive Coaching
SCORE. H.LEINER & CO. now offers a per diem assessment ∆ Professional Recruitment
of your organization, analyzing its strengths and making ∆ Full-Time / Per Diem
recommendations for its future. Dozens of nonprofits across the
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Ask us about our successes: T: 845.362.8545 / [email protected] / www.hleiner.com