Fundraising Training Carson Valley Trails Association February 15, 2012

Transcription

1 Fundraising Training Carson Valley Trails Association February 15, 2012 Linda Lysakowski, ACFRE CAPITAL VENTURE Agenda Fundraising 101 Setting Goals Building Our Case for Support The Role of Board, Staff, Volunteers Creating the Infrastructure Brainstorming Next Steps 1

2 Who Gives the Money Why Do People Give? Who do you give to? Why? Who do you not give to? Why not? Have you stopped giving to anyone? Why? 2

3 Which Type of Fundraising Has the Best Response Rate? Face-to-Face Fundraising: 65% Telephone Fundraising: 35% Direct Mail Renewal: 20% Direct Mail Acquisition: 1-1/2 % Grant Proposal Writing: 10-50% Events: Can t Always measure # of contacts Internet Fundraising/Social Media Fundraising: Can t measure # of contacts What is the Cost of Typical Types of Fundraising? Acquisition Mailings $1.25-$1.50 per $1 raised Direct Mail Renewal $ per $1 raised Special Events $.50 per $1 raised Foundation Proposals $.20 per $1 raised Personal Solicitations $ per $1 raised 3

4 The Donor Pyramid Ultimate Gift Bequest Planned Gifts Special Gifts Investment Endowment Campaigns Capital/Special Campaigns Involvement Annual Campaigns Renewal First Time Gift Interest Special Events Awareness Publications Public Relations Information Identification Moving Donors up the Donor Pyramid 4

5 Creating Awareness Website Annual Report Cultivation Events Public Relations Advertising PSAs and Press Releases Communications Promotion Ideas Creating Awareness Special Events Fund Raising or Friend Raising? Committees Staff Role Timelines Budgets Setting Goals 5

6 Grants Annual Giving Direct Mail/Internet Telephone Solicitation Personal Solicitation Grants Finding a match Building relationships Follow through 6

7 Direct Mail Acquisition: Have a Plan Your Direct Mail Package Strategies for Renewal & Upgrading Harnessing the Internet Appeals Social Networking Website 7

8 Telephone Fundraising Professionals or Volunteers? Segmenting Your Donors Preparing the Script The Pre-call Letter Timing Personal Solicitation Planning Your Strategy Using Volunteers/Staff Segmenting Your Donors The Business Appeal 8

9 Special Gifts/The Ultimate Gift Capital Campaigns Planned Giving How Much Have We Raised in the Past Overview of current fundraising efforts 9

10 Why a Development Plan Where do you want to go? Why Plan Set Realistic Goals Keep from Getting Sidetracked Measure Success 10

11 Key Elements of the Plan Level of board commitment Technology available or budgeted Commitment to professional development Community awareness/relationships Diversity of funding streams Basic Planning Elements Goals Objectives Strategies Action Steps Who is going to do it? How much will it cost/raise? When is it going to be done? 11

12 Areas of Focus Communications Donor Relations Research Fundraising Programs Constituencies Technology and Infrastructure Human Resources Setting Goals How much do we need to raise? For what purposes? 12

13 The Case: Definition case, n. the reasons why an organization both needs and merits philanthropic support, usually by outlining the organization s programs, currents needs, and plans. Source: AFP Fundraising Dictionary The Case: Another Definition Internal Case (aka the case ) The internal case is a data base, a compilation of information that will support the preparation of various documents and publications that will explain the organization s work. Source: Henry A Rosso Achieving Excellence in Fundraising 13

14 Can you answer these questions? Do we have a viable strategic plan? If we went away tomorrow, who would care? Do we know what our donors want? Who are Our Stakeholders? 14

15 Another Case Definition Finally, it should be said that the Case for fundraising -- taking into account what has been said about people, causes, and giving -- should aim high, provide perspective, arouse a sense of history and continuity, convey a feeling of importance, relevance, and urgency, and have whatever stuff is needed to warm the heart and stir the mind. Source: Ted B. Bayley, Fund Raiser s Guide to Successful Campaigns Fundraising Materials Leadership Case Statements Brochures Proposals Fact Sheets Pledge Cards/Letters of Intent Videos/DVDs Stationery and Envelopes Volunteer Packets Speeches Website Press Releases/ Media Kits 15

16 The Development Team How Do You View Fundraising? The Tin Cup mentality? A necessary evil? We don t need it. Not my job! I don t know how. I don t want to bug my friends! 16

17 Why is Board Giving/Asking Important to Fundraising? You have a fiduciary responsibility for the organization! You are volunteers! You lend credibility to the organization! Funders expect it! You care (or should care), more than anyone else, about the organization! Can the Board Raise Money Without Even Asking? Each board member invite three people to have lunch Board members host an event Board Thank-A-Thon Speaking engagements The elevator speech Birthday/anniversary gifts Opening doors 17

18 Four Main Steps in Fundraising Identifying Cultivating Soliciting Stewarding Creating the Infrastructure Donor Records Management Policies Procedures The Case The Plan 18

19 Technology Donor Software Personalized appeals Accurate recording and reporting Donor history Donor preferences Acknowledgment Specialized functions Policies & Procedures Gift Acceptance Policies Recognition Policies Investment Policies Office Procedures 19

20 Brainstorming Using Your Sphere of Influence Implementing and Evaluating the Plan Taking Ownership What Happens If the Plan Falls Apart Measuring Success Reporting Success 20

21 Remember The plan isn t written in stone, but neither should it be written in disappearing ink! Next Steps Development Plan Case for Support Recruiting Board Members and Volunteers 21

22 Thank You CAPITAL VENTURE 22