Fundraising Through Annual Appeals

1. Fundraising Through Annual Appeals Leah LaFera Kathy Naftaly Lynn Shanks

2. Appeal vs. CampaignWhich is right for you? Annual Campaign A comprehensive, year-long approach to raising funds, usually integrating a variety of activities. Annual Appeal A direct mail solicitation for donations. It may stand alone or be used as part of a larger annual campaign.

3. Things to Consider • Amount to Raise • Time of Year • Delegation of Work • Budget

4. · $4.43 million budget· 75% taxpayer funded. District includes three municipalities, population 57,000· 52,000 cardholders· Staff: Approximately 50 FTEs· Governed by elected Board of Trustees (15 trustees proportionately representing each municipality)

5. ·A separate 501(c)(3) organization· Purpose: to fund programs and equipment not included in the Library budget and to promote the Library’s presence in the community· Governed by a board of 23 - one member per 2,866 people in the community· Membership 2013-2014: 156, 2014-2015: 122

6. Let’s Talk About Foundations Benefits/negatives of the following options:· Separate foundation for the Library· Combined friends group and foundation· Combined friends and library fundraisingWhy Crandall Public Library works with the last model

7. Friends Fundraising • Three book sales per year at an average of $10 - $12K each. • One membership appeal letter each spring. All donors are automatically “friends.” No specific benefits are provided, just contributing to the good of the whole • Raises $8 - $9K/year. • Library Annual Fundraising • Began in earnest in 2009 after capital campaign completion. • 2008 to 2013 comparison: • # of annual fund donors has grown from 69 to 688. • Annual fund has grown from $10K to nearly $90K. (Includes individual and business donations and special events income.) • 2013 annual appeal raised $32K. Combined Efforts

8. Our Approach: A Work in Progress

9. Canajoharie Library Population: 6,320 School District Association Library 9 Board members appointed Two directors (library and museum directors) No Friends of the library 2014 Annual budget of $224,000 • Only receives $950 in public funding • Large portion of budget is endowed • One local foundation donates $50,000/year • The rest is fundraised grants, fees, memberships,annualappeal. • Institutional Annual Appeal of $22,000. • ($5,000 library) • Institutional membership of around $21,00. ($5,000 library)

10. Your Mailing List Targeted vs. generic. Consider the cost of expanding too widely at first: costs of purchasing lists, printing, and postage. If you don’t already have a mailing list though, you have to start somewhere! What are your resources: · Previous Donors · Cardholders? · Purchased List · All Regional Residents Grow your list (include emails!) · Checkbox on new card applications · Register for mailings at programs/events · Join the mailing list via your web site · eCommerce · Use social media Rate of Return How many will respond? That depends. A list of known supporters will see a better rate of return than a generic list. But consider moving a little outside your comfort zone. You may be surprised by the results. Getting Started

11. The Letter • Personalized Heading • Examples of events or services from the previous year • Include mission statement • What will the money be used for? • Ask for the donation!

12. Online Campaigns • Have a mini-campaign on your Facebook page to try and get new supporters. • Use photos from past events • Post daily or weekly progress towards your goal • Create a button/icon on your homepage to draw attention to your Annual Appeal page. • Create a theme • Add a thermometer to show progress • Create a webpage for your annual appeal. • Consider accepting credit cards or having a printable PDF of your Annual Appeal card

13. Tracking Donations • Your Donor Database • Be able to track donations • Elaborate software package or well-formatted spreadsheet • Prevent Mistakes • Copy every donation and attach to reply form. • Deposit donations immediately. • Have bookkeeping checks & balances. • Create a secure, temporary filing system to manage your process. • Attach a copy of the signed thank you letter to the copy of the payment and file. • Record the Details • Name and address • Date donation was received • Method of Payment • Check # and date or type of credit card and last 4 digits

14. Thanking Your Donors • Most Important - The Thank You Letter • Personalize it!! • Send it within 2 weeks • Email is acceptable if you can offer this option • If You Can • Public Recognition • Appreciation Event

15. Bonus Tips!!! Create a Special Page on your website

16. Bonus Tips!!! Personalize letters with handwritten notes

17. Bonus Tips!!! Employer Matches Employee Auto-Draft

18. Bonus Tips!!! High Donor Wall Addison Public Library  Duluth Library Foundation

19. Bonus Tips!!! In Honor Of

20. Further Readings Donor-Centered Fundraising by Penelope Burk Nolo’s Effective Fundraising for Nonprofits