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Foundations of Fund Raising

Foundations of Fund Raising. A Crash Course on the Basics of Raising Money Laurie Jarrett Rogers 804-285-8989 Lcjr@me.com. Fundraising is the gentle art of teaching the joy of giving. - Hank Rosso. What is Fundraising. First word that comes to mind!. …Not just asking for money….

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Foundations of Fund Raising

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  1. Foundations of Fund Raising A Crash Course on the Basics of Raising Money Laurie Jarrett Rogers 804-285-8989 Lcjr@me.com

  2. Fundraising is the gentle art of teaching the joy of giving. -Hank Rosso

  3. What is Fundraising • First word that comes to mind!

  4. …Not just asking for money… • FR is a set of strategies carried out continuously and systematically to bring resources to your agency

  5. Pyramid of Giving Commitment Estate or Planned Giving Investment Involvement Growth Major Giving Interest Contact Information Annual Giving Identification From James M. Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process, John Wiley & Sons, Inc., 1991.

  6. Fund Raising Terms to Know and Use with Ease!Annual fund/ Operating support/ Unrestricted gift Program Support/Restricted GiftCapital CampaignEndowmentBequest/Planned GiftChallenge Grant/Matching GrantMajor Gift

  7. WHY?(hint: You don’t exist to raise $$. Why are you in business?)

  8. Learn….. • TED Talk with Simon Sinek • https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

  9. To raise funds, we must have… VISION • What is our vision? • What would we like healthcare for Virginia’s children to become so that the need for FAMIS would disappear? • (This articulates the future: what will the world look like if there are NO barriers to our work?)

  10. To raise funds, we must have… MISSION • What is our Mission? • What specifically are we going to do to work toward that vision? • (What does this agency do right now? What is its essence, purpose?)

  11. Values:• How do you want to act, consistent with mission, along the path to achieve our vision?• i.e., integrity, honesty, openness, creativity, excellence, cooperation, etc.

  12. To raise funds, we must have… Strategic Plan How will we convert our vision and mission into time limited goals and objectives?

  13. Strategic Plan • Absolutely key to have one! • Working document of your organization that lays out specific goals, outcomes, objectives, timetables and benchmarks. • Reflects intentional, creative planning • SWOT analysis • 4-6 months, NOT a weekend! • Emerge with a set of BHAGs

  14. SP Cont’d…. • Henry Ford: “If you don’t plan for your future, you won’t have one. • If you fail to plan, then plan to fail. • Walt Disney: It’s kind of fun to do the impossible….

  15. To raise funds, we must have… Development Plan and Time Line • What are our capital, operating and program expenses? • Where/when/how will we get the funds? • Who will do the work? • Recommended reading: “Creating a Fund Development Plan that Produces Ownership and Results” at simonejoyaux.com

  16. Organizational Goals• How much more?• How many more face-to-face calls• How will you “touch” your donors this year?• What are your BHAGs

  17. How Much Money are you Raising?

  18. Class Exercise:“What if we disappeared tonight?”

  19. What? The Case Statement

  20. What is the Case Statement? The written explanation of the cause and all the reasons why prospective donors should invest. Reflects MVV Reflects strategic goals and objectives Describes agency’s programs and services Shows how the goals of FR program support the institution Points out ways agency will be productive in the future and is valuable to society; how programs enrich and benefit the lives of many.

  21. Uses of the Case Statement Tells stories – your agency’s and those of your clients Securing feedback and creating ownership Recruiting volunteer leadership Testing the market for everything! Forming the basis of ALL fund development materials for consistency

  22. • Case is NOT about what you do….not about the daily activities, how it works, operating hours, names of programs and the mundane details…..• It’s about your promise, the promise you make to the world through your MVV, your accomplishments and your plans.• It’s The Big Picture• Think about your story from a donor's perspective(Source: Tom Ahern, Seeing Through a Donor’s Eyes) Why Do You Matter to Donors?

  23. At its heart, fundraising is about relationships.

  24. Development = Relationships • The number one rule about fund raising is: people give to people. • To get the gift, to keep the gift, to get the gift repeated is all about the relationship.

  25. Fundraising Basics• People give to people…because they want to and because they are asked!• People give to opportunities and success -- not distress• FR is a process, NOT an event

  26. Dramatic Change in the non- profit sector:• Attitude of donors• Role of donors• Role of non-profits

  27. Panic reactions to deficits Limited, short-term objectives Stop gap measures Negotiate from weakness “Help,”“Need,”“Assist” Car washes, bazaars, candy drives Commitment by CEO and board to raise $$$ Strategic planning Sound business mgt. Negotiate from strength “Investment,”“Goals,”“Vision” Proposals to fdns., corps., endowments, annual funds, bequests. Becoming More Sophisticated…

  28. Increased scrutiny of non-profits • Political scrutiny to ensure no agendas (post-9/11 world) • Fallout from Enron, WorldCom and Congress’s reaction • Availability of info on the internet.

  29. Rosso’s Concentric Circles

  30. Welcome to the Relationship BusinessMost Donors Give Because…• They believe in the mission• Interested in your programs/projects• Respect the org or a staff person• Memorial/honor opportunity• Board member (past and present)• Rel’ship with the solicitor (peer-to-peer)

  31. People Don’t Give Because… • Not asked • Needs/interest don’t match • Absence of org planning • Inadequate communication and cultivation • Wrong solicitors

  32. Types of Funders Individuals Independent foundations Community foundations Operating foundations Corporate foundations Corporate giving programs Government funding at all levels Faith community

  33. Compare to National Giving Statistics • In 2013, Giving USA reports that charitable giving reached $335.17 Billion

  34. Creating a Plan • Organizational Goals • Budgets • Programs • Giving Pyramids

  35. Organized Office • Organized and efficient = effective • Can’t go out on appointments if you don’t know who you are going to or what you will say when you get there.

  36. Budget• How much do your programs cost• How much are you responsible for raising for each program?• How much do you expect to spend on FR?

  37. Programs• Mission driven• Staff available to carry them out• Partnering with others?• Evaluation components in place• Outcomes CLEAR• Do you have the passion?

  38. Five Levels of Cultivating Individuals • Suspect • Prospect • Cultivation • Solicitation • Stewardship

  39. Ladder of Effectiveness Person to person Personal letter with phone call follow-up Personal letter Personal phone call Fund raising benefit Impersonal letter / direct mail Impersonal telephone call (telemarketing) Media advertising

  40. Assoc. of Fundraising Professionals Select the right person, To ask the right question, At the right time, For the right amount, In the right way, For the right reason.

  41. Class ExerciseAsking for the Gift

  42. Board, Staff and Volunteers• Development professionals:role is to offer people opportunities to do great things, to challenge and inspire them, and to involve them in activities that make life better now and in future generations.

  43. The Board • Legally responsible for financial health of the organization. • Keep the org on mission • Must support the organization with cash gift each year.

  44. Volunteers • Essential ingredient in the FR mix. • Each well-trained volunteer becomes an effective advocate for you • Development officer cannot do this job alone, must have volunteer resources • Create opportunities for FUN as well as work • Include volunteers in all your events • Say thank you • Have training sessions, make them comfortable in this role

  45. Cultivating Future Leaders“Volunteer leadership development is about the most important thing an organization does. If you are not developing leaders, then you are not building the organization.” (Bobo. Kendall, & Max, Organizing for Social Change, 1996)

  46. Thank you, thank you! • The rule used to be: say thank you seven times. • Now: say thank you once and tell them what you did with the $$ six other times. • This applies to volunteers and donors.

  47. Donor Recognition/Annual Reports • Very impt to provide written record of who supports you • Respect requests for anonymity • Another opportunity to remind people who you are, what you do, who you serve. • Gift clubs

  48. Useful Sites • Charitychannel.com • Comnetwork.org (Aspen newsletter) • www.afp.org • Techsoup.org • Capaceteria.org • Foundation Center: (fdncenter.org) • Simonejoyaux.com • Aherncomm.com • Sofii.org • Nonprofitmarketingguide.com (Kivi Leroux Miller) • Creatingthefuture.org/help4nonprofits.com (click on library tab)

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