Presented by Full Circle Marketing & Design

1. FUNDRAISING FOR BEST RESULTS:Marketing & Promotion, Eventsand A Case Study of a Capital Campaign Presented by Full Circle Marketing & Design

2. FUNDRAISING BASICSTHE 5 W’S. WHO? • Who are you? What does your 60 second elevator speech say? • What does your mission statement say about who you are? • What kind of organization are you - educational, historic, artistic, medical, philanthropic, help youth, help animals, etc? • What kind of fundraiser is appropriate for who you are? • What kind of fundraiser will appeal to your audience? • Using profiles of your ideal volunteer, board member, donor, will this event help to attract them? Does it capture their imagination? And their dollars? • Who makes sense for you to partner with? Leverage your relationships with other organizations or vendors you trust.

3. FUNDRAISING BASICS THE 5 W’S. WHAT? • What do you stand for? • Does the fundraiser fit your mission and vision? • What will your neighborhood/target market support? • What will your major donors, city, philanthropic groups support and possibly help fund? • What can your non-profit handle with your resources - people, time, budget? • What are you marketing? What’s in it for the audience - fun, entertainment, education, a new experience, warm fuzzies/feel good about themselves?

4. FUNDRAISING BASICSTHE 5 W’S. WHEN? • Schedule - time of year that’s NOT your busiest, when resources are available: time to plan and execute, money in budget, full staff & volunteers • Season - time of year that makes sense for the kind of event. Consider a slow time when you need influx of dollars. • Off-season - may get lower pricing at the venue, hotel • Avoid Conflicting Dates - with other large, popular, established events in your community or with a similar organization in the area. I.e. Larimer Humane Society event same weekend as a Denkai Animal Sanctuary event may split the same audience.

5. FUNDRAISING BASICSTHE 5 W’S. WHERE? • Venue - very important to success! Sets tone, affects size & logistics, what you charge, usually most costly item • Like planning a wedding, get date at venue reserved and any special guests (speakers) confirmed first. • Can venue provide it all - space, food, staff, signage, parking, staff, tents, shuttles? One-stop shopping is easier, less planning time for you. • Location - easily accessible at event time of year? Consider weather (& rain date), access roads, parking. • Negotiate for non-profit rate, discounts, fair terms. Read contract fine print. • Insurance - Alcohol covered? Individual event insurance? • Plan for success or failure: room to expand if high demand or cancel if slow ticket sales? Are minimum $, #’s required? Cancellation fee?

6. FUNDRAISING BASICSTHE 5 W’S. WHERE? • Will venue offer anything gratis? Will they help promote the event to their guests, mailing list (if have permissions), help with p.r., etc? • Outside vendors, caterers allowed? Liquor license? • Does venue have licenses for cooking food or prep kitchen only? • Parking - enough for your event’s group or shared with other venues, stores, guests? • Easy access, transportation for your audience’s age group? Kids, elderly? Wheelchair access? • If outdoor event, are pets okay? Clean-up bags, water available?

7. FUNDRAISING BASICSTHE 5 W’S. WHY? • What’s the purpose, besides fund development? • Public Relations - media coverage gives you a higher profile, you become better known • Images - capture high res, memorable photos, video of the people, animals, activities, event to post on web site, Facebook, YouTube, use in brochures, etc. • Attract donors & sponsors. Boards and donors are impressed with successful events, fundraising ability, high visibility, p.r. • Attract volunteers, donations at the event. Share your dreams, goals! • Apply for grants. You did your tracking and raised ___ dollars, attracted ___ people. Use info to apply for grants, matching funds. Boards and donors like success – may give more to help meet requirements.

8. FUNDRAISING BASICSTHE 5 W’S. HOW? • Brand your organization with consistently repeated, concise messages and images that appeal to your target market(s) • Use multi-channel marketing for holistic marketing plan & create “buzz” • Survey how your target audience/age group wants to receive information. The newspaper or emails, Facebook or radio? • Consider an event web site! Mention in all marketing, p.r. • Print media: posters, postcards, rack cards, invitations, etc. • Radio, cable tv, ads are other methods - more costly. Free radio PSA’s. • Online marketing: email blasts, comments, blogs, videos and photos posted to your web site, Facebook, YouTube, Twitter, etc. • Interact with clients: on-line contests, quizzes, win something! What does budget allow? Your email list & on-line marketing are least costly.

9. EVENT EXAMPLES • Loveland Garden Tour - with art/artists in every garden • Corn Roast Festival - with corn-shucking, corn-eating contest, talent show, street dance • Sculpture in the Dark - ice & snow carving contest, illuminated evening parade • Phantom 4-Miler - dogs & people in Halloween costumes race or walk to benefit Denkai Animal Sanctuary. Dogs are also adopted out at event. 9

10. EVENT CHALLENGES • The best person or group to spearhead your event, make decisions • Getting enough volunteers to commit to help • Getting media to pick up your story • Lack of mechanisms (computer systems, trained staff) to track ticket sales, dollars, expenses accurately • Funding to pay for the expenses, marketing. Raise the funds! • Finding other organizations, sponsors, vendors that are compatible to work with you and help you • HAVE A DREAM, HAVE A PLAN,ANDHAVE PERSISTENCE!

11. CASE STUDY OF A CAPITAL CAMPAIGN$2 Million for Library Expansionby Friends of the Loveland Public Library • Donor/foundations plan • Brochure - mailed and handed out inside library and at events • New web site - with better functionality, content management system • Donations - taken on-line on own web site, not through off-site PayPal • Fund-raising Events - Star Wars Movie Event - with costumed characters, photo opp’s - A Night at the Library Event - 90+ kids enjoyed educational activities, Dr. Bones, walking dinosaur, live “food show” w/dessert. NOT overnight - liability issues. Permission slips required. $20 per person – child or adult. • Paving the Way to the Future - patrons have their name, poem, etc. engraved on a brick in the new library patio. $50 and $85 for 2. • Giving back to the community: Loveland Loves to Read author events

12. Benson Sculpture Garden Make events event-full : fine wine, fine art, silent auction, great music

13. Clever events, clever design & marketing. Target the kids and get the parents, too!

14. THINK BIG! Organizations often think small – what costs the least, not what’s the best!

17. After your capital campaign, capitalize on your success, p.r. and excitement in the community. Give supporters recognition, thanks and new ways to stay involved. 17

18. Presentation created byFull Circle Marketing & DesignLoveland, Coloradowww.fullcirclemarketing.net970.962.9203