Building and Implementing a Healthy Fundraising Program
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The document outlines strategies for establishing an effective fundraising program, emphasizing the importance of communication types like cultivation, solicitation, and stewardship. Key fundraising goals, methods, and the significance of relationship-building with donors are discussed, along with practical approaches like using social media and face-to-face engagement. It concludes by addressing common fundraising myths and encouraging a donor-first mentality to enhance contributions.
Building and Implementing a Healthy Fundraising Program
- 1. Building and Implementing a Healthy Fundraising ProgramMarc A. Pitman, www.FundraisingCoach.com
- 2. Who am I?Chosen for Seth Godin’s BullMarket Guide as a person “will shake things up”Creator of the Extreme Fundraising Ezine (http://fundraisingcoach.com)Author of Ask Without Fear! and Creating Donor Evangelists
- 3. Today’s Goals3’s—types of communication, fundraising, times of a campaignWhere most money comes fromSimple approach to fundraising: Get R.E.A.L.Ideas on using social media
- 4. Today’s Goals3’s—types of communication, fundraising, times of a campaignWhere most money comes fromSimple approach to fundraising: Get R.E.A.L.Ideas on using social mediaThe repetition in today’s presentation is intentional!
- 5. Two things to get started It’ll be O.K.
- 6. Two things to get started It’ll be O.K.You can do it.
- 7. Constant Tension90% - 10%But must have a BROAD range of givers so losing one is no great loss
- 8. 3 Source of Funds: Giving USA 2006
- 9. 3 Types of CommunicationCultivationSolicitationStewardship
- 10. Cultivationthe 2 local business ownerseducatingdating
- 11. Solicitation#1 reason people don’t give? They're not asked!Upgradeone client started asking $1000 donors if they’d move up to the $2500 category. Many did!Don’t feel compelled to justify the ask for more in a transactional sense. FR isn’t a business transaction.
- 12. StewardshipSay “thank you” 7 times between asks (so go for multi-year pledges!)
- 13. 3 Types of Fundraising GoalsAnnualCapitalEndowment
- 14. AF/OperatingThe most importantoften involves direct mail, phonathons, and other annual “-athons” (walkathons, bikeathons, etc.)keep this as unrestricted as possible
- 15. EndowmentThe keel of the ship, it helps you weather tough timesFunds invested with only a portion of the interest thrown off used as incomeBe careful to not over restrict! (Churches with Easter flowers but no money for plumbing)
- 16. 3 Ways to Raise Money
- 17. Writtenmailwebe-maildon’t ask for money in email without having a way to donate onlinePhonebecause often needs a scriptbe sure it’s more of a convenience for them not for you (the nonprofit)
- 18. Eventsgets lots of people on boardTIME INTENSIVE for possibly little returnRisk offending donorsI've heard that April and November are the best months for eventsgive them 3 years before deciding to discontinueDetermine your focusClear plan & script EVERYTHING
- 19. Give them 3 years beforeevents do have valuebut you need to create a culture and fine tune them before giving up on them
- 20. Determine your focusUse “The Curly Credo”What's the “one thing” of your event?
- 21. CultivationHandshake EventsNot for $ right nowfriends invite friends/org invites people they want to get to knowHead (facts) and Heart (emotional hook)or moving further into the house?
- 22. SolicitationLow Key FR EventsMuch like above but witheither the promise of follow upor a pledge card at the event (I’m not a big fan of this)Be clear in the invitation wording, subtle but clear
- 23. StewardshipSay thank youand DON’T ASK FOR MONEY
- 24. Clear plan & script EVERYTHINGAll should be tightly timedOften want to allow ample socializing time: friends brought friendsbut may want to go for the in-and-out, your-time-is-important approachWhich ever you choose be intentionalInclude times (even “2 minutes”)Talking points for everyonenot to lock them injust to give them directionkids on the playground with a fenceIt's helpful to put the event objective at the top of thispeople tend to forget in the rush of activity
- 25. 3 Things to Measure
- 28. ResearchAbout your goals:Case statementGift tableNaming Opps
- 33. ResearchAbout your prospectToolsGoogle itBlackbaud Analytics, Wealth Point, P!N Network
- 34. ResearchAbout your prospectToolsGoogle itBlackbaud Analytics, Wealth Point, P!N NetworkBe realistic
- 35. ResearchAbout your prospectToolsGoogle itBlackbaud Analytics, Wealth Point, P!N NetworkBe realisticAvoid Paralysis By Analysis
- 36. EngageFundraising is like datingGet to know themWhat got them involved in the nonprofit? What impressed them most?What fascinates themOffice/pictures/trophiesLet them get to know about what makes your organization unique
- 37. Multiple ToolsFace-to-faceALWAYS the bestThis is what brings in the money
- 38. F2Fmost effectivemost time consumingOr maybe not: you could organize a silent auction to give you $10,000 (LOTS of work) or ask an individual over coffee.
- 40. Phone callsone client wanted to make phone calls toSurvey about a new mailing strategyAsk for a giftAsk if there were anything that the person being called would like prayer forI help my clients prune their purpose. I advised deciding on ONE purpose for the callmultiple choices confuse the caller and the calledit's fine if they all happen in the same call—just be sure to have one reason for calling
- 41. Multiple ToolsE-mailcan work VERY effectivelysee my e-course
- 42. Multiple ToolsE-mailcan work VERY effectivelysee my e-course
- 43. Multiple Tools (cont)Mail“This made me think of you” notes
- 44. Multiple Tools (cont)WebWhere's the banana?
- 51. Try Others
- 58. 3 minutes – 1000’s of people
- 60. Ask#1 Reason people don't give?
- 61. AskFind a connection and put the plug into the outlet!Make It Easy
- 62. Different Strokes for Different Folks:DominantInspiringSteadyCalculatingTherefore, speak to the head & the heart
- 63. Make It EasyPhraseologyMake Your Own Gift First!"I can appreciate that"PropsRenderingsGift ChartsOptions: Arrows in your quivermonthly giving optionsMaybe: good, better, best
- 65. Tangibilitize your askHeifer.org gives all sorts of gift ranges represented by different animals:a $500 gift is symbolized as a gift of a heifer,$120 a gift of a pig,$60 a trio of rabbits,$20 a gift of chickens. A $5000 gift is “a gift of an ark”! The prices in this catalog represent the complete livestock gift of a quality animal, technical assistance and training. Each purchase is symbolic and represents a contribution to the entire mission of Heifer International. Donations will be used where needed most to help struggling people.
- 66. Handling ObjectionsWhat are common ones?Don't have the moneywhen might you?when may I come back?Giving elsewherebest objection"how could we get in your top 10 giving priorities?“Not interestedAre they comatose? *grin*
- 67. Love/Like/LiveLove/Like the person anyway—they're more important than the giftThis business is ALL about relationshipsLive with their response!You don't always have to like the response but keep on loving the person
- 68. 7 Frequent Fundraising MythsThe Mickey D’s Mistake
- 69. 7 Frequent Fundraising MythsThe Mickey D’s MistakeThe Cheez-It Treatment
- 70. 7 Frequent Fundraising MythsThe Mickey D’s MistakeThe Cheez-It TreatmentThe Mrs. McTat’s Gaff
- 71. 7 Frequent Fundraising MythsThe Mickey D’s MistakeThe Cheez-It TreatmentThe Mrs. McTat’s GaffThe Spell-Check-Will-Catch-It Faux Pas
- 72. 7 Frequent Fundraising Faux Pas’The “My Way or the Highway” Mistreatment
- 73. 7 Frequent Fundraising Faux Pas’The “My Way or the Highway” MistreatmentThe You’re-Good-Enough-To-Go-It-Alone Syndrome
- 74. 7 Frequent Fundraising Faux Pas’The “My Way or the Highway” MistreatmentThe You’re-Good-Enough-To-Go-It-Alone SyndromeThe Field of Dreams Fiasco
- 75. Crafting Your MessagePYITSDealing with F.E.A.R.The Rule of 3’s
- 76. PYITS: An Effective CurePut Yourself In Their Shoes"Credit Denied" mailingDo you like calls to sound scripted or natural?No entitlement
- 77. Dealing with F.E.A.R.False Evidence Appearing RealAsking for money or helping change a kid’s life?Rejecting YOU or the cause?This isn't life or death!
- 78. Rule of 3’sWho’s Your Jennifer?Three AttributesThree ChannelsThree Times/Month for Three Months
- 79. You Can Do It!BEE YOURSELFMake your gift first!Don't feel guilty that you're afraidHave courage (it's not courage without fear)Keep it simpleHave fun!
- 80. Tool shop including: The Creating Donor Evangelists ProgramGive me your card for a free copy of $100,000 Guide to Email Solicitation e-courseFree blog, articles, book reviews, and more!marc@fundraisingcoach.com