From First Encounter to Future Funder

1. From First Encounter to Future Funder By Lesley Barker

2. “All non-profits [are] in two ‘businesses ‘– one related to their program activities and the other related to raising charitable ‘subsidies.’”- Clara Miller, CEO , Heron Foundation, Founder, Nonprofit Finance Fund http://www.linkedin.com/profile/view?id=49300550&authType=NAME_SEARCH&authToken=UKIJ&locale=en_US&srchid=163731041390841561313&srchindex=1&srchtotal=12&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A163731041390841561313%2CVSRPtargetId%3A49300550%2CVSRPcmpt%3Aprimary

3. Overview • Introducing myself and our museum context • Predictable steps from first awareness to future funder • Questions the donor prospects ask about us at each step in the process • Variations in the typical process based on audience sector with anecdotes from our experience since 2010 • A few tips about grant-seeking

4. May 7, 1958

5. We’re getting OLD We can’t expect our heirs to have the same giving priorities My job became finding the more to do the more with ….

6. Louis Bolduc House RETHINK REPOSITION REIMAGINE REENGAGE

7. Thinking OUTSIDE the Box

8. A Predictable Process 1 First Awareness 2 3 Mailing List Acquisition Donor Prospect 5 6 Donor Development Repeat Donor 4 First Gift 8 7 Legacy Gift Major Donor http://www.recruiter.com/i/wp-content/uploads/2012/05/toes-in-the-water.jpg http://activerain.com/image_store/uploads/4/9/3/8/2/ar124294983628394.jpg

9. Predictable Process Step #1-First Awareness Is this place: • Hospitable? • Friendly? • Fun? • Accurate? • Offering a meaningful experience? • Tools and Strategies • Social Media • Website • Brochures • Traditional Media • Networking • Word of Mouth

10. Predictable Process Step #2-Mailing List Acquisition • When they contact us are they: • Reliable? • Not intrusive? • Informative? • Consistent? • Affordable? • Tools and Strategies • Online opt-in • On-site sign up • Direct “sell” • Procedures in place • Blast Email Service

11. Predictable Process Step #3-Donor Prospect Does this organization: • Match my interests? • Merit my involvement? • Make me feel important? • Make it easy for me to give? • Tools and Strategies • Clearly articulated case for giving online and on-site • Online giving option • Response cards in direct mailings • Employee Matching Gift Programs • Procedures in place for gift acknowledgements and recognition https://www.google.com/search?q=planting+a+tree&rlz=1C1EODB_enUS568US568&espv=210&es_sm=93&tbm=isch&tbo=u&source=univ&sa=X&ei=Lu_nUqzLFcGG2wWZnYGIAw&ved=0CDsQsAQ&biw=1024&bih=499#facrc=_&imgdii=_&imgrc=G0cvZ9yzN7feJM%253A%3BrcNfyasPaoYygM%3Bhttp%253A%252F%252Fwww.organicsoul.com%252Fwp-content%252Fuploads%252F2011%252F06%252FPlanting-a-Tree.jpg%3Bhttp%253A%252F%252Fwww.organicsoul.com%252Fphilosophy-of-environmental-education-focus-on-action%252F%3B360%3B460

12. Predictable Process Step #4-Donor Development After I send a gift, is the response: • Prompt? • Sincere? • Welcoming? • Thankful? • Well-planned? • Well-articulated? • Tools and Strategies • Procedures • Acknowledgement Form • Record Keeping • On-going Communication • Recognition http://www.deeproot.com/blog/wp-content/uploads/stories/2011/03/planting-a-tree.jpg

13. Predictable Process Step #5-Donor Retention Over time is this organization: • Trustworthy? • Accountable? • Transparent? • Communicative? • Relational? • A good investment? • Tools and Strategies • Newsletters • Special Events • Personal Contact • Relationship http://media.npr.org/assets/img/2012/10/05/apple-tree-056fb57ed927bf3668ef04e5b9850e99363b87fe-s6-c30.jpg

14. Predictable Process Step #6-Major Donor How will this organization recognize and continue to benefit from my involvement? • Tools and Strategies • Naming Opportunities • Special Events • Consulting with them • Personal Communiques • Visits • Relationship http://thumbs.dreamstime.com/z/vertical-backyard-tree-swing-tuscany-italy-20136263.jpg

15. Predictable Process Step #7-Legacy Gift or Bequest • Tools and Strategies • Financial Planners • Structured Program • Lead Giving Examples • Recognition Opportunities

16. Varies by Audience Sector • Online Web Surfer • Tourist • Member of the Local Community • Educator, Homeschooler, Scholar • First Family Member • Board Member • Philanthropist or Grant-maker

17. Online Web Surfer Website Facebook Twitter Pinterest YouTube VisitMO Wedding Wire Likes Facebook Page Joins a Mailing List Sends Repeat Gift Sends Donation Attends Event Becomes a Friend

18. Tourist Walk-In Passport Buys Souvenir Donation Box Joins Mailing List Likes Facebook Page Sends Repeat Gift Attends Event Sends Donation Repeat Visit

19. Members of the Local Community Shops Takes a Class Attends Exhibit ArtWalk Zuts TV Likes Facebook Page Joins Mailing List Sends Repeat Gift Becomes a Friend Volunteers Attends Event

20. Educators, Homeschoolers, Scholars Field Trip Research Teacher Open House Home School Event Likes Facebook Page Joins Mailing List Volunteers Interns First Gift Becomes a Friend Attends Event

21. First Family Members Face Book Word of Mouth Invitation Likes Facebook Page Joins Mailing List In-kind Gift First Gift Attends Event Becomes a Friend

22. Board Members Newsletter Society Event Word of Mounth Repeat Gift First Gift Attends Event Becomes a Friend Attends Events

23. Philanthropists or Grant-Makers Hand-outs “How Not to Get a Grant” Checklist for Grant Proposal Grant Application Board Member Contact First Gift Repeat Gift Receives Updates Attends Event

25. Fist to Five/Thumbs Up or Down http://us.cdn1.123rf.com/168nwm/leaf/leaf0602/leaf060200284/331583-an-adult-female-hand-holding-up-five-fingers-spread-apart-image-includes.jpg http://bloximages.newyork1.vip.townnews.com/themonitor.com/content/tncms/assets/v3/editorial/e/6c/e6c92456-812e-11e2-a643-001a4bcf6878/512e8be8c13ee.preview-300.jpg http://www.potentialmatters.co.uk/blog/wp-content/uploads/thumbs-up-and-down.jpg