Fundraising Training Workshop For SA Care Forum
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The document outlines an agenda and information for a fundraising training workshop. The agenda covers topics such as fundraising strategy, donor acquisition and cultivation, communications and marketing strategy, and legacy programmes. Additional sections provide context on the Children's Hospital Trust, which fundraises for the Red Cross War Memorial Children's Hospital. It details the Trust's mission, vision, objectives and staff structure. Fundraising strategies are discussed for identifying and engaging stakeholders, as well as acquiring individual, corporate and community donations. Marketing and legacy programme strategies are also summarized.
![Definition
Bequest [bɪˈkwɛst] n
The act of bequeathing, something that is bequeathed
A gift of property by will, especially personal property
A title or property or estate that passes by law to the heir on the
death of the owner
Leg·a·cy (lg-s) n. pl. leg·a·cies
Money or property bequeathed to another by will.
Something handed down from an ancestor or a predecessor
or from the past: ‘a legacy of religious freedom.’
A gift of personal property by will](https://image.slidesharecdn.com/sacareforumpresentation-150303075353-conversion-gate01/85/Fundraising-Training-Workshop-For-SA-Care-Forum-84-320.jpg)
Fundraising Training Workshop For SA Care Forum
- 1. Fundraising Training Workshop For SA Care Forum Louise Driver The Childrens Hospital Trust
- 2. Agenda 09:00 – 09:15 Introduction, Vision and Mission 09:15 – 10:00 Fundraising strategy – identification and engagement of key stakeholders 10:00 – 11:00 Donor acquisition & cultivation strategy 11:00 – 11:15 Tea Break 11:15 – 12:15 Communications and Marketing strategy 12:15 – 13:00 Legacy Programme and strategy
- 3. • Fundraises for the Red Cross War Memorial Children’s Hospital and paediatric healthcare in the Western Cape • Established in 1994 • Raised over R500 million for 20 projects at the Hospital and in the Province • 100% of donations go to fundraising projects The Children’s Hospital Trust
- 4. Children’s Hospital Trust Staff Structure Louise Driver CEO Chantel Cooper Head of Fundraising Thakier Abrahams Information / Knowledge Manager Ronell Jordaan Fundraising Relationship Manager Liz Linsell Head of Legacies Pauline Solomons Legacy & Fundraising Co-ordinator Tania Basson Head of Project Management Audrey Roberts Project Co-ordinator Roxy Mitchell Head of Communications Theresa Acker Graphic Designer Verity Reynolds New Media Manager Tara van Schalkwyk Events Manager Tammy Sutherns Publicity Manager Joanne Duncan Head of Finance Natasha Rossouw Finance Manager Melisa Patterson Receptionist/Finance Assistant Isabel Sars Finance Assistant Helen Meintjes Head of Programmes Wendy Dreyer CEO PA / Trust Administrator Communications Intern
- 5. Fundraising Strategy: Vision, Mission & Objectives
- 6. Fundraising Strategy • Develop/redefine your organization’s mission and vision • Set your organisational key objectives • Set your fundraising and communications objectives • Identify your key stakeholders • Develop a strategy and action plans for your key stakeholders Development Process
- 7. The Children’s Hospital Trust MISSION To provide children in Africa with world class healthcare through funding the Red Cross War Memorial Children’s Hospital priority projects and key affiliated child healthcare programmes.
- 8. The Children’s Hospital Trust VISION To be recognised as a strategic fundraiser and funder, a good custodian of donor funds, excelling in our donor communication, and driving partnerships within and between the private and public sector. We envision leading the way in paediatric healthcare fundraising and funding, while building an international profile and in so doing changing the face of paediatric healthcare in the Western Cape, South Africa and beyond.
- 9. The Children’s Hospital Trust To achieve funding income of R54 785 500 To complete the building of the Parents Accommodation and the Radiology Complex upgrade and to start building the first phase of ICU. To raise the full funding needed for the Hospital Radio project To effectively monitor and report on the second year of the St Joseph’s rehabilitation project To raise 80% of the funding needed for the PACK Child project and the balance of funding needed for the Child Speech and Hearing project. To raise all funding needed for Phase one of the ICU upgrade and 50% of the funding for Phase two. Organisational Objectives
- 10. Fundraising Strategy: Stakeholder Identification and Engagement
- 11. • A person, group or organization that has interest or concern in an organization • Stakeholders can affect or be affected by the organization’s actions, objectives and policies • Stakeholders have needs and expectations and NPOs typically have diverse stakeholder groups, often with conflicting needs and expectations • Stakeholders can be internal or external to your organisation Definition of Stakeholders
- 12. Internal stakeholders: People/organisations/bodies which are already committed to serving your organization – board members, staff, volunteers, donors. External stakeholders: People impacted by your work - beneficiaries, NPO partners, local community you serve. Each organization’s external & internal stakeholders differ Internal vs. External Stakeholders
- 13. Stakeholder Identification Providers Users / beneficiaries Influencers Governance Donors Suppliers Staff Sub-committees Hospital Management Board of Trustees Hospital Staff Government Media Patients / Patients Parents Child Healthcare Non-profit Organisations Local Community
- 14. Trust Internal Stakeholders Board of Trustees, Patrons, advisory sub- committee members Hospital Management and Medical Staff GovernmentTrust staff
- 15. Attend events • Make speeches/key speakers • Interact with donors • Attendance schedule Help with fundraising • Organise fundraising events • Participate in sporting challenges • Introduction to donors Donate • Cash/ bequest/ donation in kind Trustees, Patrons, Sub-Committee Members
- 16. Hospital Staff
- 17. Help market and promote projects • media spokesperson • advertising Assist with donor engagement • donor meetings • donor events • donor hospital tours Introduction to potential donors / supporters Hospital staff assist with fundraising
- 18. Attends Trust donor and media events • keynote speaker • attract publicity Government contribution attracts donors Endorses Trust and Hospital Assist with fundraising Government
- 20. Trust External Stakeholders Beneficiaries: patients’ parents, ex-patients Child healthcare NPOs & Provincial Child healthcare facilities Donors Media
- 21. Beneficiaries
- 22. Beneficiaries Speak at fundraising events Provide stories for fundraising & marketing material Introduce prospective funders to the Trust Participate in the Trust’s advertising & marketing Assist with fundraising Patient’s parents & past patients – Grateful Hearts
- 24. Create awareness of Trust’s campaigns • Stories in the media • Awareness leads to funding Offer Media Partnerships for campaigns • Independent Newspaper Campaign • Community Newspapers • Good Hope Radio: outside broadcast at Hospital Provide Pro-bona advertising space Endorse the Trust Assist with fundraising Media
- 26. Fundraising Strategy Chantel Cooper Head of Fundraising
- 28. External Stakeholders Individuals First Time & Once Off Regular Guardians COL HNWI Lapsed Trusts and Foundations Local International Lapsed Corporate Regular CSI/Sponsor Shared Value Lapsed Community Groups Schools Clubs NGO’s External Stakeholders
- 29. Trusts and Foundations FindingTrustsand Foundations Maintaining Relationships BuildingLoyal Relationships Prospecting Accurate Applications/ Proposals Board Members Financial Management Companies Relationships Relationships Relationships Give opportunity to get involved Naming rights and publicity Impact Reporting Transparent Accountable Maintain Communication
- 30. Upgrade and Extension of the Paediatric Intensive Care Unit (PICU) Red Cross War Memorial Children’s Hospital 2014 ExampleofProposalCover
- 31. ExampleofBeneficiaryStory Aloshay received a liver transplant when she was just two years old and has been re-admitted to the Hospital now after suffering a mild acute rejection of the liver. She is receiving high steroids and the doctors are monitoring her closely. What a gorgeous pic of her and mommy! Get well soon Aloshay
- 33. Corporate Funding Partnerships Social Investment Shared Value Introduction to partners, clients and suppliers Advertising and Media Exposure Win Win Partnership CSI GAYE Vol. Events
- 34. Comair Relationship • CSI Donation • Flights donation to value of R500 000 • Publicity and Media • Staff Volunteering on Mandela Day • Staff Raising Funds Amongst Themselves • Introduction to Partners- Car Hire
- 36. Levi Strauss Cape Town • Staff Volunteering- hosted party for children • Staff raised funds • Corporate CSI
- 37. Individual Giving First Time and Once Off Giving Regular Giving Guardians Programme Long Term Giving through CoL High Networth Individuals
- 38. Individual Giving Process Cultivation Maintaining Relationships Building Loyal Relationships Individual approach through Board, Staff, Beneficiaries, Current Individual Donors Events: wine- tasting, fly-fishing, ladies luncheon 3rd Party Events Thank and Show Appreciation- more than a general email Encourage involvement Naming Rights and Publicity Good Reporting That Shows Impact Transparency Accountability Maintain Communication and Involvement
- 45. Community Examples • Group: MARCH Ladies Natural Health Ladies • School: SACS Primary- decorate ward Bishops Primary Choir • Club: Rotary Claremont- P Accom Rotary Kirstenbosch- Museum Proj. • NGO: CHOC- Oncology
- 47. Marketing and Communications Roxy Mitchell Head of Communications
- 48. Myth Busters • NPO’s should be run like charities • Charities don’t need Marketing / Communications • Charities are not in the business of ‘brand-building’ • Charities don’t need a marketing strategy • Raising the money is Fundraising’s job
- 49. The Naked Truth • If nobody has ever heard of you – tough sell • Start building your BRAND • Marketing is just as important as Fundraising • A charity may not be competing for customers with Dettol, but we are all competing for ATTENTION • EVERYONE is a brand ambassador
- 50. Marketing and fundraising are two halves of a whole
- 51. A.I.D Attention (Awareness)+ Interest = Desire
- 52. What’s in a brand? • A brand is a set of perceptions and images that represent a company, product or service. • Brands enable a buyer to easily identify the offerings of a company.”
- 53. The Value of a Brand ‘A strong brand helps bring greater awareness, credibility and trust to a project quicker, and acts as a catalyst for people to want to come to the table.’ Diane Fusil, global brand consultant an former communications director at the Rockefeller Foundation
- 55. Do you have an integrated Marketing & Communications Strategy that supports Fundraising Objectives?
- 57. What’s the point of Marketing “We need to stop interrupting what people are interested in & be what people are interested in” Craig Davis, Founder of Brandkarma and former Chief Creative of J. Walter Thompson The aim of marketing it to get customers to know, like and trust you – Unknown
- 59. Pre-Marketing Strategy Who •Define your target market What •What do you want to tell them Why •Reasons they should care How •Delivery and vehicles When • Critical path Ask these 5 questions
- 60. The What
- 61. Messaging • Positioning : Raising funds to advance child healthcare in Africa by enabling the Red Cross Children’s Hospital priority projects and affiliated programmes • Tagline: Giving Back Childhood
- 63. • Relevant to your audience • Clear objectives and measure • 80/20 principle (20% input / 80% return)
- 65. Pledge cards
- 68. Website is your shop window
- 70. Using Online Marketing Careometer • Awareness - upgrade Burns Unit • Drive visitors to the website. • Target was 30 000 hits ‘show you care with a click” and pass it on ... go viral
- 71. Results
- 72. PR & Publicity • Use PSA’s • Tell a story of impact • Bank your stories • Leverage your stories
- 73. Pro-bono space
- 74. LinkedIn as a sign that you post on Main Street Twitter, the view from your front porch as you wave when people go by Facebook as the den you use to invite special people to get to know you Jeffrey Hayzlett’s (an international leader in marketing, business and public relations) Social Media
- 75. What works for us Social Media Patient stories Corporate FB albums Events photos galleries Competitions News Tweets from Events Trust Ambassadors Competitions
- 77. CRM Cause Related Marketing the visible manifestation of corporate social responsibility, and a key strategy to bolster and maximise the brand strategy.
- 78. • http://www.glooniverse.co.za/rogergarlick/wo rldaidsday/brothers-for-life-video.html Showcase of Simplicity
- 79. Started life as a beermat - grew into a billboard and then lived on as a filler print ad
- 81. Experiences from the field Liz Linsell Head of Legacies
- 82. Legacies create sustainabilty Bequests to the Children’s Hospital Trust have accounted for nearly 50% of total donations over the past 5 years Think BIG!
- 83. - 10 000 000,00 20 000 000,00 30 000 000,00 40 000 000,00 50 000 000,00 60 000 000,00 70 000 000,00 80 000 000,00 90 000 000,00 Trust and Foundation Government Corporate Deceased Estate Individual Institutions Service Organisation / Club / NGO Other Development Agency Top Sectors Total 2009-2014
- 84. Definition Bequest [bɪˈkwɛst] n The act of bequeathing, something that is bequeathed A gift of property by will, especially personal property A title or property or estate that passes by law to the heir on the death of the owner Leg·a·cy (lg-s) n. pl. leg·a·cies Money or property bequeathed to another by will. Something handed down from an ancestor or a predecessor or from the past: ‘a legacy of religious freedom.’ A gift of personal property by will
- 85. Who are your key bequest prospects? • Your regular, committed donors • Women 60+ with no children or grandchildren • Members of service clubs and associations, Social and Church groups • Volunteers
- 86. “Don’t just recruit bequest givers by age and giving level. Identify any donor without children. It’s such a huge factor that you need to be having a conversation with those individuals. It is far more important to know whether a person is a parent or grandparent than how well educated they are or how wealthy.” Richard Radclyffe, Legacy Specialist at Smee and Ford UK
- 87. Bequests Planned Giving Major Giving Regular/ Annual Giving From James M. Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process, John Wiley & Sons, Inc., 1991. Investment Involvement Interest Information Identification Pyramid of Giving the donor journey
- 88. Why do donors leave charitable bequests? The desire to support a favourite charity or cause is the primary motivation for most donors. Tax and other financial considerations are usually secondary • ‘My family are already adequately provided for.’ • ‘I have no immediate family to provide for.’ • ‘I perceive that the charity’s needs are more pressing than those of my family.’ Ref: Chronicle of Philanthopy April 2014
- 89. • Bequest donors need an intensive, sustained and personalised programme of cultivation and nurturing through personal contact and events. • Donors leave a gift in their will when they feel emotionally connected to your cause. • A few (usually the very wealthy) will leave a bequest or create a testamentary trust in their Will for estate tax reasons
- 90. Legacy Donor process Identification Cultivation Solicitation Stewardship Donor Cycle Qualification
- 91. Developing a Bequest programme • Analyse your donor database for information – individuals, regular donors by age, area, volunteers • Research other bequest programmes (GOSH, NSPCC, WWF, Cansa, SPCA, NSRI) for best practice • Subscribe to www.Sofii.org. for useful information and ideas • Develop your marketing and communications approach • Put in place tracking and admin tools
- 92. Create a bequest vision • Communicate the history, sustainability, governance and stability of your organisation • Strongly express the need for your NGO/charity in 20+ years • Include a sense of passing on the benefits to future generations
- 95. Create a communications plan • Introduce your bequest programme to current donors and ask for their support. Include bequest pamphlet and pledge card. • Hold at least one event a year for prospects and pledged donors. • Visits to your organisation • Outreach talks to appropriate prospect groups to tell your story and sign on new supporters. Tell bequest stories. • Inclusion of bequest message in all outgoing communications • Annual bequest newsletter
- 97. Donor visits
- 100. Radio Spot and National Wills week interviews Sponsored studio recording and pro bono airtime
- 102. Influencers • Develop relationships with estate planners, financial and legal advisers. • Encourage board members to get involved
- 104. Stewardship: Tracking individual activity LEGACY CONTACT TRACKSHEET Name Date Type of contact (call/letter/visit/event) Notes/comments John Smith Jan 5 2009 Visited hospital as part of U3A group Sister worked at the Hospital in the '50's. Took legacy brochure Jan 6 2009 Added to newsletter mailing list July 15 2009 Received completed legacy pledge card Called to thank, sent letter of thanks and Circle of Life certificate Oct 8th 2009 Attended Circle of Life high tea at MN Brought his wife (Jane). His birthday is on 9/10 - updated d/base Dec 15 2009 Sent Christmas greeting email card July 15 2010 Sent anniversary of pledge date thank you Updated on new developments/link to annual report on website July 30 2010 Donation of R5000 received by direct deposit Called to thank – letter and tax certificate Oct 9 2010 Birthday call - sent email card and called Wife (Jane) has been sick and daughter from France has just been to visit Nov 15 2010 Attended Surgical Unit opening with wife Has increased legacy gift to 1/2 million
- 105. In Memoriam • Remembering bequest donors through acknowledgement plaques, Wall of Remembrance, Book of Remembrance. • Invite family members