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Effective Fundraising Strategies for Nonprofits

Learn about different fundraising strategies and their pros and cons, including securing major gifts, direct mail campaigns, monthly giving, online giving, and special events. Explore additional fundraising resources and recommended reading.

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Effective Fundraising Strategies for Nonprofits

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  1. Your Fundraising Strategy March 2011

  2. Giving USA 2009 Giving USA Foundation 2

  3. Giving USA 2009 33% - Religion 13% - Education 10% - GrantmakingFdns 9% - Human Services 8% - Public-society benefit 7% - Health 4% - Arts/culture/humanities 3% - International affairs 2% - Environmental/animals 1% - Individuals 10% - Unallocated giving

  4. The Fundraising Team

  5. Fundraising Cycle

  6. How Much Does Fundraising Cost?

  7. Grants • Strategic Goal: Secure significant gifts • Pros • High return on investment • Easier to renew and upgrade • Multi-year gifts • Requires limited stewardship • Specific guidelines • Cons • Usually funding is restricted • Funding priorities can change • Issues with mission creep • Application and reporting can be burdensome 7

  8. Direct Mail • Strategic Goal: Build a broad base of annual/regular donors for unrestricted operating funds • Pros • Able to reach a lot of people in a short amount of time with limited resources • Establish a base of annual givers • Low fundraiser to donor ratio • Cons • Not very personal • Constant need for list growth and expansion 8

  9. Monthly Giving • Strategic Goal: Regularize donations, build a group of loyal donors who might become major investors • Pros • Regular cash flow • Donor loyalty • Great prospecting for planned giving • Cons • Need a system to accept • Prompt and acknowledge monthly donations – cost of processing 9

  10. Major Gifts • Strategic Goal: Secure significant gifts • Pros • High return on investment • Very little paperwork • Develop long-term relationships • Philanthropy at its best • Cons • Difficult to get personal meetings • Longer gift cycle • Labor intensive • Need relationship managers 10

  11. Online Giving • Strategic Goal: Raise money in a cost effective manner • Pros • It’s easy for donors to give • Immediate acknowledgement with automated response • Ability to capture donor emails • Cons • Must work hard to market and drive people to your website • Credit card fees 11

  12. Special Events • Strategic Goal: Face time with donors and community building • Pros • Stewardship and cultivation of donors/prospects • Raise awareness • Showcase programs and impact • Showcase partnerships • Community building • Cons • Labor intensive • Expensive • Significant portion of proceeds go to overhead • Lost Opportunity Cost 12

  13. Special Events Examples

  14. Other Fundraising Resources • Association of Fundraising Professionals • Silicon Valley Chapter: http://afpsiliconvalley.afpnet.org/ • National Website: www.afpnet.org The Foundation Center Website: www.foundationcenter.org Compass Point Nonprofit Services Website: www.compasspoint.org 14

  15. Break-Out Discussions Step 1: Break out into groups according to the size of your agency Step 2: Introduce yourself: Name, title and organization (pass out business cards) Step 3: Each person presents a specific area of fundraising you would like advice.

  16. Recommended Reading • The Foundation Center’s Guide to Proposal Writing, 5th Edition. • Demystifying Grant Seeking: What You REALLY Need to Do to Get Grants, by Larissa Golden Brown and Martin John Brown • How to Write Successful Fundraising Letters by Mal Warwick • How to Write Fundraising Materials that Raise More Money by Tom Ahern • Open Immediately! Straight Talk on Direct Mail Fundraising: What Works, What Doesn't and Why by Stephen Hitchcock • Hidden Gold: How monthly giving will build donor loyalty, boost your organization's income, and increase financial stability by Mal Warwick • Special Events: Proven Strategies for Nonprofit Fundraising by Alan L. Wendroff • Mega Gifts: Who Gives Them, Who Gets Them? By Jerold Panas • Donor Centered Fundraising by Penelope Burk • Nonprofit Essentials: Major Gifts by Julia Ingraham Walker • Fund-Raising: Evaluating and Managing the Fund Development Process (1999), by James Greenfield 16

  17. Contact the Presenters • Alisa Tantraphol, Corporate & Foundation Relations Manager • atantraphol@shfb.org • Kelly Hardesty, Individual Giving Officer • khardesty@shfb.org 17

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