1 / 28

Annual Fund: Mastering Fundraising Basics for Growth

Elevate your organization's fundraising with the Annual Fund 101 guide by Lili Rossi, a senior associate. Learn how annual fundraising establishes donor relationships, sets expectations, identifies leadership potentials, and secures capital gifts. Develop a compelling case for support, harness the power of donor engagement, and strategize with the four P's of fundraising. Discover key donor insights, communication methods, and effective marketing strategies. Dive into the fundraising cycle, utilize videos effectively, and enhance thanking strategies for donor stewardship. Stay ahead of trends like Giving Tuesday and elevate your fundraising approach for success. Good luck on your fundraising journey!

besparza
Download Presentation

Annual Fund: Mastering Fundraising Basics for Growth

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ANNUAL FUND 101 Lili Rossi, Senior Associate

  2. START WITH PASSION!

  3. WHAT IS THE ANNUAL FUND -an annual ask by an organization -creates a donor pipeline -creates expectation of cyclic giving -identifies potential leadership -identifies potential CAPITAL gifts

  4. WHAT’S YOUR ELEVATOR PITCH? AKA • What’s the point? • Why do you show up? • Why should they show up? • Why should they give?

  5. If you don’t know where you are going, you might end up someplace else. - Yogi Berra

  6. HOW TO DEVELOP YOUR CASE FOR SUPPORT • What is needed? • Why is it needed? • Are the financials strong? • How far will my dollars go? • WHAT IS THE IMPACT OF MY GIFT?

  7. MAKING THE CASE: • Who is the organization and what does it do for • the community? • What is distinctive about the organization? • What must be accomplished? • How can the donor become involved? • What’s in it for the donor?

  8. WHO ARE YOUR PEOPLE? • BOARD MEMBERS • MEMBERS • VOLUNTEERS • PAST DONORS • EVENT ATTENDEES

  9. WHO ARE YOUR DONORS? • About 7 in 10 adults in the U.S. give away money. • Women give MORE than men. • Most people who DO give to nonprofits give to at least 5 and as • many as 15 groups. • About 20% of people on welfare give away money and about • 97% of millionaires give away money. • Volunteers are more likely to be donors than people who don’t • volunteer. • More people give away money than vote. • PEOPLE GIVE WHEN THEY ARE ASKED!!!

  10. WHAT IS YOUR GOAL • Increase gifts • Increase sponsorships • Increase membership • Increase staffing • Increase visibility

  11. WHERE? • Where is your organization right now? • Know your constituency • Develop an annual action plan • Create realistic goals • Define roles of staff & volunteers • Set expectations and check-ins • Communicate

  12. DEVELOP YOUR MISSION • Once you define your mission, you can make strategic annual plans • This will drive your operating budget • Which impacts how much you need • Donors are reassured by clear demonstration of need

  13. THE FOUR P’S OF FUNDRAISING • PROCESS:“Fundraising is not an event; it is a process”. - Edgar D. Powell • PARTICIPATION: Who is involved in identifying and engaging potential supporters in your mission? • PEOPLE: Fundraising is all about people and building relationships. • PLAN: Your organization needs a good fundraising plan in place in order to succeed.

  14. FUNDRAISING BASICS • In all written communication: • ATTENTION • INTEREST • DESIRE • ASK

  15. Stewardship • Personal connections • How do you communicate • How often do you communicate • Other methods of communication • Maintaining and utilizing your database

  16. COMMUNICATIONS-OLD STYLE • Personal connection • Annual fund letter • Phonathon • Thank you on stationery

  17. COMMUNICATIONS - NEW STYLE • Email • Website • Facebook • Twitter • Snapchat/Instagram • Text

  18. BLEND THE TWO

  19. QUICK NOTE - DOUBLE CHECK THE WEBSITE • Your website or social profile is your “face” to the community-whether it be a first look or a longtime donor • Can you click to give easily? On the home page? • Is the case for support no less than one click from the home page, and does the messaging match your ask letter? • Do you have impact stories?

  20. FUNDRAISING CYCLE

  21. ANNUAL CALENDAR/TIMELINE • Direct Mail • Phonathon • Push Page/Video • Postcard • Personal Request • Thankathon

  22. EXAMPLE-SCHOOL • Direct Mail (September) • Phonathon (October) • Push Page/Video (Thanks for Giving) • Postcard (December-reminder for tax purposes) • Personal Request (January) • Thankathon (April)

  23. MARKETING STRATEGIES • Track how donations arrive • What’s trending? • Always be flexible • Fund raising is not one size fits all.

  24. ANNUAL FUND VIDEOS • https://www.youtube.com/watch?v=490fwzvH04A ** • https://www.bu.edu/campaign/ways-of-giving/annual-fund/ • https://www.youtube.com/watch?v=DdLmpQMJieQ • These are some great examples. Jump into Google and find more. And • don’t forget about a thank-you at the end of the year to tie it together! • https://www.youtube.com/watch?v=OIshddqA-wc

  25. THANKING STRATEGIES • No gift is too small. • Who does the thanking-good opportunity for board engagement? • Celebrate the impact. Share the story.

  26. WHAT IS YOUR FUNDRAISING APPROACH? • Data-driven or Donor-Centered? • Friendraising versus fundraising? YES

  27. TRENDING • We all know Black Friday. And then there was Small Business Saturday. Cyber Monday. • And a few years ago, GIVING TUESDAY popped up to get folks in the spirit of the season to not only shop, but to INVEST in giving campaigns. • USE THIS! • http://www.givingtuesday.org/

  28. GO FORTH AND GOOD LUCK! • Respect for volunteer’s time and energy • Unique ways to show appreciation • Engagement of ALL

More Related