An audit of your fund development program is an essential element of developing your fundraising plan. This approach assesses all aspects of your organization through your fundraiser eyes.
6. โโฆ basic assumptions and norms
about how the organization
operated โฆhad to be challenged
and changed โฆ.
โIn a number of cases โฆ the
organization had been failing to
meet its fundraising targets for
several years โฆ it was now
assumed that the target would
not be met and that it was
acceptable not to meet it.
โSuch assumptions were
unacceptable.โ
Adrian Sargeant and Jen Shang
9. Private Contributions
๏ฌ Individuals
๏ฌ Private Foundations
๏ฌ Businesses
๏ฌ Grant making public
charities
๏ฌBequests
From Giving USA 2012
10. The leaky bucket:
What to do to keep the
bucket full:
๏ฌ Keep the givers and
gifts you have
๏ฌ Replace what you lose
๏ฌ Grow givers and gifts
11. What is a whole organization
fund development audit?
Comprehensive assessment
of your organization and your
fundraising program with a goal
of strategic improvement.
12. From โGreat Fundraisingโ
โIn our view, what makes a fundraising leader truly
great is how they go about answering [this] question:
โHow might all these existing systems be
transformed systematically such that great
fundraising may be created?โ
16. Know your industry
๏ฌ Fundraising
๏ฌ Your cause
๏ฌ Your marketplace
๏ฌ What makes
organizations great
17. Where to start
1. External Scan
๏ฌ Benchmark
๏ฌ Review data
๏ฌ Talk to people
2. Internal Scan
๏ฌ Review data
๏ฌ Talk to people
๏ฌ Prepare a SWOT
27. Get an outside perspective
People to interview
๏ฌ Donors
๏ฌ Prospects
๏ฌ Peer organizations
๏ฌ Trendsetters
๏ฌ Institutional funders
๏ฌ Clients
๏ฌ Board members
๏ฌ Program staff
๏ฌ _________________
28. Know your market
๏ฌ Giving universe
๏ฌ Wealth/scarcity of institutional
funders
๏ฌ โCompetitionโ
๏ฌ _____________________
31. Know thyself
Trend data
๏ฌ Donor longevity
๏ฌ Long term value of a donor (by
solicitation source)
๏ฌ Donor profile
๏ฌ Donor acquisition and attrition
โ New and returning donors
โ Donors who have dropped out and not
returned
โ New donors
๏ฌ Increases or decreases in giving
๏ฌ Income by solicitation sources
๏ฌ Giver counts by gift range
๏ฌ Donation totals by gift range
๏ฌ Average gift trends
๏ฌ Geography or other demographics
๏ฌ Other ______________________
32.
33. What else to analyze
๏ฌ Mission & Program
๏ฌ Case for Support
๏ฌ Culture of Philanthropy & Leadership
๏ฌ Constituents
๏ฌ Fundraising Program
๏ฌ Stewardship Program
๏ฌ Brand Identity & Communications
๏ฌ Fund Development Capacity & Infrastructure
๏ฌ Legal & Regulatory
34.
35. Pull it all together into an analysis
๏ฌ Executive Summary
๏ฌ Mission
๏ฌ Profile of Fund Development
๏ฌ Summary giving Profile
๏ฌ Comparison with Peers
๏ฌ Assets- Opportunities- Missing Pieces- Work
Arounds/Concerns by SWOT element
๏ฌ Detailed data
๏ฌ Findings from external research
36. The audit only matters if it guides
your fundraising plan
๏ฌ Develop opportunities
๏ฌ Strengthen weaknesses
๏ฌ Mothball or abandon
unpromising directions
๏ฌ Do more research
๏ฌ Lobby for needed
investments
38. Thank you
๏ฌ Sign up for our free
monthly eNews & our
blog www.ceffect.com
๏ฌ Check out our free
online toolbox at
www.ceffect.com
๏ฌ Call me at 401-331-
2272
๏ฌ Gayle@ceffect.com
Editor's Notes
How many of you have audited your fundraising program in the last three years? Did you do it yourself or with consultation?
Opportunities to do an audit include: Coming into a new positionLaunching a new program (e.g. major gifts, endowment, etc)Preparing for a campaignNeed a fresh lookFeeling stuck
To the โstuckness questionโ This new study lookedat a number of UK orgs that had doubled, tripled even quadrupled their fundraising. Worth reading. Itโs not about technique, but about the leadership and organization development conditions that enabled success. I hear too often from organizations that have been suffering with little growth or success in their fundraising and have developed a mindset that they canโt do better.
This looks at the overall breakdown of nonprofit revenues. For smaller organizations, the mix is different, with Private contributions providing a greater share of the pie.
The leaky bucket of giving --
Again from AdrianSargeantโs analysis โ what is a system? Major focus on Systems perspective: natural systems, designed physical systems (buildings), designed abstract systems (mathematics), human activity systems (organizations, teams)What systems affect the effectiveness of your fundraising program?
See Five Elements of Strategic Thinking http://www.ceffect.com/blog/strategic-thinking/five-elements-of-thinking-strategically/
What do you read โ where do you go for information? Chronicle of Philanthropy, Stanford Social Innovation Review, Research, Professional Associations, Daily newspaper, NPR โ fabulous,Organization development books โ Reframing orgs, Leadership, Stewardship, Governance, Performance Measurement โ I use Twitter to crowdfind important research
Part of the Statement of RevenueA major challenge in comparing is that not every organization classifies their income the same.
Note the fundraising events โ another schedule that you can look at.
Other things you can find are endowment funds, expenses functionally broken down, sometimes salaries. Etc.
Because the 990 doesnโt differentiate types of contributions, you will have to look elsewhere. If you are lucky, the annual report of the organization will break their income out separately. You can request this, or some organizations post their annual reports and even their audited financial statements online. The idea is to collect a sample โ both with like type of organizations, but other organizations that you think have a similar profile โ maybe the same size fundraising department. Or organizations you aspire to be.
To compare yourself more broadly, can look at NCCS database, taken from Business Master File of IRS
These reports can help you figure out where you fit in the local landscape. You can see who the other organizations are by going to Guidestar and searching the list
In Guidestar advanced search, can also ask for state, size of organization, keyword, type of organization. Be careful of mistakes.Have no idea why the Vivian Porch Welfare League Trust is showing up. 2012 990 says address is in IL? Bank of America even in IL.
Why would you want to interview these segments of stakeholders? Be bold. Step out of your comfort zone if you can. You want to test some of the things I mentioned previously: How strong is your reputation โ what are people saying about you? What are you known for? What is the impression of your programs? What are the trends/best practices in your program field โ are you in alignment with them? How well know are you? What support is there in your organization for your fundraising activities? What do your donors consider the strong points of your programs? What is donor reaction to the various aspects of your fund development program? How strong is your donor communications program? Are you engaging donors at the level they would like to be engaged. What opportunities exist: e.g. funding needs, shifting interests?
Just how many people are there in your community? By age (most givers are older, right!) By household income โ match to numbers, match to townsSource of data: US Census Bureau
Census is your friend. This is just a snapshot of two age groups.
Graph the data to see what it looks like. Go as far back as you have good data. Be careful of intervening events โ you have to interpret this data yourself. Donโt assume, dig deep.
A SWOT analysis used in any kind of planning โ it stands for strengths, weaknesses, opportunities, threats. But be serious about this. I havenโt met an organization that hasnโt said โgreat staffโ Is this really true? A good read for you is โGood to Greatโ and โGood to Great and the Social Sectorsโ by Jim Collins. In his research he identified 5 aspects of greatness: Discipline peopled (right people in right seat, level 5 leadership), disciplined thought (confront brutual facts, hedgehog), Disciplined Action (culture of discipline, flywheel), Built to Last (clock building, preserve the core) These principles can help you in your analysis of these items โ how well do you stack up?
I look at my SWOT somewhat differently โ assets, opportunities, missing pieces and work arounds/concerns. You could call it AMOC. Do this for every segment of your data. Again, you are telling yourself a story here. This is just a snapshot of 3 of many categories.