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Cohhio fundraising kick it up a notch michelle cramer april 21, 2010

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Michelle Cramer's presentation at the 2010 COHHIO Annual Conference on Fundraising: Kick It Up A Notch

Michelle Cramer's presentation at the 2010 COHHIO Annual Conference on Fundraising: Kick It Up A Notch

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  • We thought that we would start first with Introductions . . .
  • Here is the agenda for today, we will discuss what we are seeing as trends in philanthropy and how we got there. Then we will walk through strategies with donors, communication and messaging, how to utilize your Board and then we will have group discussions
  • Back at the beginning of the decade, things were simple, the donor gift table was a nice predictable pyramid of gifts. Then in 2008 things changed, people were no longer as concerned with the rainforest, football stadiums or opera programming – what little money that was given stayed very close to home – the good news for you is that basic human needs were suddenly in the forefront – food and shelter were priorities. Even for annual campaigns, only organizations that could make a very compelling case for support saw little or no dip in fundingNow in 2010 it’s a new day with different rules – creativity, sincerity, passion and hard work count for more than anything else – Wall Street has become stable and assets are back to pre-2008 levels, but Main Street is not as forthcoming. The businesses and families that provide the larger gifts in our communities are much more conservative and less trusting. They engage us differently, they want different results and their forms of giving are often now how we expect. Corporations are loaning executives to organizations, rather than give to our events, they will print our brochures for free. This makes us think smarter and ultimately will be healthier for us all in the long run.
  • “The average donor” no longer exists!We used to talk about the “Average Donor” – the ways in which donors find, give and participate with organizations has dramatically changed - this is why we talk about diversified strategiesSuccessful organizations are diversifying sources and amountsYou can’t afford to focus only on one sector – annual, events, major gift or even planned giving – you have to develop a healthy and diverse blendDonors want outcomes – prove that their gift will result in a measureable solutionDonor’s can’t afford to get it wrong – they want data to back up your case- prove to the best that you can why it is that your solution will workDonors want to see others at the table – lead donors no longer willing to be alone out front Traditional capital campaigns had that one donor who would make their big million dollar gift before anyone else – it just doesn’t happen that way anymore. They want to know that they are going to be joined by many other donors. This has led to many many campaigns today using that lead gift as a challenge gift – remember how the Kresge Foundation used this tactic at the end of a campaign – today, this is how many campaigns are kicked off- using one gift to stimulate others.
  • Organizations can not afford mistakes or mixed messages With competition much stronger, you can not afford to make any mistakes with your numbers, your programs or staff. It takes a long time and a lot of work to build up a strong brand and reputation. If a negative situation occurs, be as open and honest with you donors as possible. Duplication of services no longer tolerated – donors expect collaboration and partnerships This is an area that we in the non-profit sector lag behind from the for-profit sector. Donors are wanting to see greater cooperation and partnering in the non-profit sector. They are using their funding to push and often force groups to work closer together. Be proactive with your relationships and each other. Donors like to feel that their funds are going farther and doing more.Entrepreneurial strategies most successful – funding to help generate new revenue for the organization to become more self sustainingThis is a real hot button with many large donors. Recently we heard the Columbus Foundation praising a local furniture bank for presenting them with a funding opportunity that will ultimately bring the organization income. Jim Stein, . . .
  • Finding new donorsFinding new donors should be an ongoing process, it is the purpose of your annual campaign activities, but here are a few strategies to helpAppeal to many donors for a small amountStart small – at the beginning of last year how many of us thought that would be giving charitable dollars to Haiti? But it was made convenient and presented in a way that made us feel that even a dollar would help. You might have given through your church, by sending a text message or even on iTunes by buying a song. Through this, the Red Cross has many of our names (or our cell phone numbers) for when the next disaster strikes. Utilize your Board’s networkEach board member has their own network, build your trust with them to allow you to engage their peer group – we will talk more about them laterBe visible – participate in community activities, other groups events and take the time to promote your presence (work the room!)You know who I am talking about, every community has an Executive Director that is involved in everything – they are at every event, wedding, funeral, Bar Mitzvah, you name it and they are there wearing their organizations pin Be proactive – call on community leaders, businesses and foundations – ask for input, provide updates, learn about them – and afterwards, if appropriate, make a requestIf you really feel that your organization is worthy and that you are making a difference, then pick up the phone and make the first move. Its important to be prepared, organized and respectful of someone’s time, but if you do it right, they will want to hear what you have to say – and if you listen carefully – they will have a helpful message back to you as well
  • Retaining existing donorsAfter you have gotten these new donors – its easier to keep them if you do a few things rightReward and make them feel specialPhone call or a personal note to explain how they are impacting your organizationThink about it – if you got home after grocery shopping and the manager of the store called you personally and wanted to know about your experience with the store, how special would you feel? The personal touch goes a very very long way. Handwritten note versus an email. Tell them how much you appreciate their generosity. Communicate how their gift made a differenceWith your gift of $_____ we were able to do ______ We have a client in Marietta, Ohio that did this very well last year, their spring/summer annual campaign focused on providing laptops for college students. Then in September they sent a letter to everyone solicited reporting back to them about how many they purchased, how many students were effected and how it impacted their ability to learn. The letter did not contain an appeal – you have to communicate without making an ask- your donors are not ATM machines. Find ways to engage other than cash - expand their role beyond funding - events, communicator, volunteer, etc.Ask them to tell your story, write a letter to the editor, come for a tour, help with events, be a part of your team. They may not accept, but the important thing is to make them feel welcome.
  • Strategic PlanningEvery organization should have a strategic plan that addresses short-term needs and long-range goalsEvery one of you should have a working strategic plan – not a binder on the shelf that you take down every five years, but an engaged, working plan that is constantly evolving.Engage your donors (and potential donors) in this process so that they feel vested and have a sense of ownership to the visionFar too often we have a Director and a hand full of board members craft an organization’s vision and then try to sell it to the community.If you make donors, prospective donors, community leaders, volunteers, staff, collaborative partners, etc. a part of your plan, everyone is vested in the outcomes and have a greater willingness to help you succeed. Utilize the process to meet new leaders, reacquaint with old and bring new ideasThis is a perfect reason to bring people close to your organization. It is easier to ask for participation and it utilizes them in a non solicitation mannerAlso know that if you ask for their input, be prepared to listen – do not be defensive, thank them and present the strategic plan as the comprehensive plan of moving forward
  • Introduce Dawn here
  • DAWN - Talk about COSI recent Gala / Columbus State Taste for the Future twitter account
  • Twitter is a very powerful information sharing tool that is a great way to reach a large group of people. This person who has a wide variety of interests is based in the Vancouver area. She mentioned an article about the Vancouver homeless shelter. This person has about 5,000 people following her. So her little clip and link to a news story reached a huge number of people. You should also consider this just one part of your overall communications strategy. How many of you are on Twitter?How many of you plan on doing so?
  • Facebook is a powerful and very cost effective way to communicate and reach new people – however – it should only be one form of your entire communication plan – it shouldn’t replace your personal connections and it requires time and work to be successful. How many of you have a personalFacebook page?How many of your organizations have a Facebook page?This is Fredericton Homeless Shelter’s facebook page, it is in Canada just over the border from Maine. They have done a good job of providing relevant information, however it needs more human interest elements to keep people engaged – there are no photos, videos, or discussions. But it has 59 members who can be sent a direct, free communication.
  • Yet another way to effectively tell your story is through the creation of a video or presentation for YouTube. This video (on the left) is about homelessness in Youngstown and the video on the right is about a ”9, 10, and 11 year old investors/philanthropist tell what its like to feed in homeless in downtown Cleveland”Did anyone here have anything to do with either of these or make one of your own?
  • We follow Daybreak’s newsletter online – we were privileged of working with this organization (Linda Kramer is in audience). They do a great job of telling a positive story – the encouraging style of this newsletter keeps people reading and develops a greater sense of accomplishment. I recommend you go on Daybreak’s website and review their past newsletters – great examples.Linda, would you be willing to share your process?
  • Michelle – this is the E Prep appeal letter that was highly successful . . . .
  • Begin with creating (or updating) job descriptions for each member and committeeAs a part of the ongoing strategic planning process, talk about the vision for the board and committees. To ensure that you have a positive transition to a working board, talk about your vision for the board by 2012. This will allow board members to either get to work or transition off the board. The job descriptions will also set the level of expectations that you have for the board – for areas of time, giving and participation.Develop a program to help Board members learn about your organization and grow their skills as volunteersWhat are your board members getting back from their board service. It is important to build their skills about their duties (utilize conferences, guest speakers and books). It is also vital to grow their knowledge about your organization. At every board meeting ask a staff member or service volunteer to introduce themselves and explain their role. The more they know, the more they can talk about your organization.Build their confidence - set frequent achievable goals and celebrate victoriesWe hear about many board members who leave the board feeling they are not making a difference. One or two members do all the work and everyone else feels left out of the decision making process. Develop avenues of effective participation so that everyone feels a sense of accomplishment.Build trust – would they be willing to bring you to their top relationships?One of the biggest issues that we have is in building trust. Is your board chair willing to bring you to meet with the people in their lives that are important to them? Their family members, business partners, clients?
  • Ask each Board member to develop a listing of their network Work associates, family members, Rotary club, book club, friends, neighbors, etc.This is a relationship building tactic for each board member, to bring forth a list of their friends, associates, family connections, etc. Then create an engagement plan - meet one-on-one to introduce them to your organization, have a small cocktail reception and talk about your organization’s programs, invite them to an event of yours or best of all to be a participant in your strategic planning process. Explain that prospect engagement is a lengthy process – you aren’t strong arming for gifts, but rather building a sincere relationshipMost volunteers are concerned that prospects that they bring to the table will be quickly asked for money. It is important to explain that you are friendraising and want to create a long-term relationship Any request above the traditional annual appeal should be preceded with education and personal cultivation.
  • The cultivation cycle demonstrates that solicitation is merely one activity in a multi step process.
  • As we mentioned earlier, competition has become increasingly challenging so it is important to understand who you are up against. These are examples of the day in day out requests that we all get. Where do you fit in? How can you set yourself apart? What do you do that would make a donor choose to give to you in addition or instead of one of these?
  • Let’s take a minute and consider your value to a donor. What can you give to a donor in your community?
  • Transcript

    • 1. 1
      FUNDRAISING:
      KICK IT UP A NOTCH!
    • 2. Introductions
      Michelle Cramer, CFRE President & CEO
      Cramer & Associates, Inc.
      Located in Dublin –Statewide & Regional Focus
      22nd Years as a Fundraising Consultant
      Giving Institute Board Member – 12 Years
      Dean of AFP / Giving Institute Fundraising Consulting School @ the AFP International Conference
      2
    • 3. AFP International Conference
      3
      Archbishop Desmond Tutu
      April 12, 2010
      “Noble Calling”
    • 4. First Consulting Job
      First consulting job was with a local homeless shelter
      “Faith Mission”
      “Make Room Columbus”
      4
    • 5. Results of Survey
      5
      Other: Social Media, Use of Internet, Events, Cultivating Small Donors
    • 6. Today’s Agenda
      Your Time Has Come!
      The Philanthropic Environment
      Donor Strategies
      WOW! Capital Campaigns
      Power of Social Media
      Board Development
      Best Event Idea!
      6
    • 7. Your Time Has Come!
      You and Your Organization / Agency Are At The TOP of The Philanthropic Radar Screen
      “Basic Human Needs. . . Food, Shelter, Clothing & Healthcare”
      7
    • 8. Your Time Has Come!
      8
      Your Time Has Come!
      Now Capitalize
      &
      Take Advantage Of It!
    • 9. A Look Back at the Decade
      9
      2000
      2008
      2009
      2010
      Funding levels improve. Donor interests are reset and new patterns of communication, participation and funding are emerging.
      Traditional donor pyramid fundraising. Giving is strong on all levels – annual, capital and planned. Organizations independently engage issues and donors.
      Financial Crisis. Fundraising is focused on basic human needs. Giving is more localized. Only the strongest of cases were supported.
    • 10. Today’s Environment
      “The average donor” no longer exists!
      Successful organizations are diversifying sources of revenue
      Donors want outcomes – prove that their gift will result in a measureable solution
      Donors want to see others at the table – lead donors are no longer willing to be alone out front
      10
    • 11. Today’s Environment
      Organizations can not afford mistakes or mixed messages
      Duplication of services no longer acceptable– donors expect collaboration and partnerships
      Entrepreneurial strategies most successful – funding to help generate new revenue for the organization to become more self sustaining
      11
    • 12. 12
      What Are You Experiencing InToday’s Environment?
    • 13. Finding & Cultivating New Donors
      An “Effective” Way to Engage Your Board Members and In The Process, Build Your Donor Base . . . Thus Sustainability!
      “Brown Bag Lunch Tours”
      13
    • 14. How It Works
      Dates are set for on-site tours or presentation at downtown location
      Board members send email blast to friends to invite (see email copy)
      Board members attend with guests
      Presentation is made & two requests are made
      14
    • 15. The Two Requests Made
      To Come & Tour our Facility / Site (only if presentation is at downtown location)
      Bring One or Two More People with You to Next Scheduled “Brown Bag Lunch”
      15
    • 16. Keys to Being Successful
      The Presentation Itself Must Be
      Emotional – Personal Stories
      Powerful Information & Statistics
      Demonstrate How Important Your Agency Is To Change Lives!
      16
    • 17. Draft Agenda
      Takes place on site (preferably)
      Last approximately 60 – 90 minutes
      Executive Director introduces organization / agency via multi-media (i.e. PowerPoint, Video, etc.) that overviews the organization / agency – the “WOW” Factor
      Executive Director invites agency employees to share stories about individuals served
      Q&A Session
      Executive Director requests two things from guests:
      Invite 2 people to attend next “Brown Bag” tour
      Tour facility
      17
    • 18. QUESTIONS?
      18
    • 19. Donors
      Finding new donors
      Appeal to many donors for a small amount
      Utilize your Board’s network
      Be visible – participate in community activities, other groups events and take the time to promote your presence (work the room!)
      Be proactive – call on community leaders, businesses and foundations – ask for input, provide updates, learn about them – and afterwards, if appropriate, make a request
      19
    • 20. Donors
      Retaining existing donors
      Thank donors and make them feel special
      Phone call or a personal note to explain how they are impacting your organization
      Communicate how their gift made a difference
      With your gift of $_____ we were able to do ______
      Find ways to engage other than cash - expand their role beyond funding - events, communicator, volunteer, etc.
      20
    • 21. Strategic Planning
      Every organization should have a strategic plan that addresses short-term needs and long-range goals – Does not have to be 30 pages long
      Key is to engage your donors (and potential donors) in the process so that they feel vested and have a sense of ownership to the vision
      Utilize the process to meet new leaders, reacquaint with old and bring new ideas
      21
      Reaching Donors & Volunteers
    • 22. 22
    • 23. 23
      What a WOW! Capital Campaign Is not
      • Traditional – Honorary Chair, Chair, Co-Chair. . . . .
      • 24. Boring – Volunteers disappear, not engaged
      • 25. Long and drawn out
      • 26. Do not blend in with other campaigns
    • 24
      What A WOW! Capital Campaign Is
      • Unique & customized
      • 27. Instills a sense of excitement & energy
      • 28. Creates a ‘buzz’ in your community & grabs their attention
      • 29. Stands out from other campaigns
      • 30. Reflection of your organization and what makes it special
    • 25
      Examples of WOW! Capital Campaigns
      Leadership & Volunteers
      Columbus YWCA
      • First Capital Campaign
      • 31. Building Owned & Operated by Women
      • 32. Focus: Eliminating Racism & Empowering Women
      • 33. Created Cabinet of 50 Women Leaders
      Franklin Park Conservatory
      • First Capital Campaign
      • 34. Sense of Ownership & Pride by the Neighborhood
      • 35. Created ‘Leadership Team’ Made Up of 10 Leaders
      • 36. No Honorary Chairs or Co-Chairs
    • 26
      Benefits of WOW! Capital Campaign
      • Instills sense of pride among Board, volunteers, donors & staff
      • 37. Gain even more respect from the community
      • 38. Positively impacts other fundraising efforts
      • 39. Educates the community on mission, programs & services
      • 40. Puts you on the map!
    • 27
      How to Begin Preparing for YourWOW! Capital Campaign
      • Look within at what ‘differentiates you’ from other not-for-profits
      • 41. Position and leverage your uniqueness
      • 42. Begin the identification & cultivation process
      • 43. Board members
      • 44. Community Leaders
      • 45. Key Donors
      • 46. People you train & serve
      • 47. Engage the community: Feasibility Study
    • THE POWER OF SOCIAL MEDIA
      28
    • 48. 29
      Social Media
      • Donors are on the web
      • 49. It’s like a puppy, needs to be:
      • 50. Walked
      • 51. Fed
      • 52. Exercised, etc.
      • 53. Content – How much, daily, weekly, etc.
      • 54. Who internally contributes – EVERYONE!
      • 55. Short Term Goals – Awareness / “Friend” Raising
      • 56. Long Term Goals – Donors!
    • New Forms of Communication
      30
    • 57. New Forms of Communication
      31
    • 58. New Forms of Communication
      32
    • 59. Tell a story
      33
      Daybreak Horizons Newsletter November 2009
    • 60. Be Creative
      34
    • 61. Board Development
      Begin with first assessing your “Board Talent”, i.e. accounting, legal and seek out entrepreneurs
      Begin with creating (or updating) job descriptions for each member and committee
      Develop a program to help Board members learn about your organization and grow their skills as volunteers - Orientation
      Build their confidence - set frequent achievable goals and celebrate victories – include them on prospective cultivation, luncheon, meetings, etc.
      35
    • 62. Board Development
      36
      Ask each Board member to develop a listing of their network
      Work associates, family members, Rotary club, book club, friends, neighbors, etc.
      Explain that prospect engagement is a lengthy process – you aren’t strong arming for gifts, but rather building a sincere relationship
      Provide training for your Board Members and keep in mind there is no “school” that trains individuals on what is expected of them as a Board member
    • 63. Board Development
      37
      The Cultivation Cycle
      Identify Prospects
      Inform / Educate
      (Communication)
      Evaluate
      For Progress
      Stewardship
      Develop Interest
      (Activities, Tours)
      Recognition-
      Thank you
      Involve
      (Events, Groups,
      Committee)
      Solicit to Appropriate Level
      Evaluate
      for Progress
    • 64. Best Way To Develop A Relationship Is
      38
      “Pick Up The Phone & Set An Appointment”
    • 65. 39
      The Competitive Environment
      Cure Cancer
      Save the Environment
      Girl Scout Cookies
      Disaster Assistance
      Grant a Wish
      Rescue Puppies
      Send a kid to camp
      Historical Society
      Parks & Recreation
      Performing Arts
      Hospital
      Support your University
      Eternal Salvation
      PTO & Booster Clubs
    • 66. Remember . . .
      40
      Your Cause Is Relative, Being Talked About & In The Lime Light
    • 67. 41
      ENGAGING DONORS
      What Are Others Doing To Engage Donors?
    • 68. 42
      EVENTS
      Share Your Best Event Idea!
    • 69. Summary and Conclusion
      Thank You!614.766.GIVE (4483)877.926.GIVE (4483)www.CramerFundraising.comMichelle@CramerFundraising.com