Fundraising 101
Professor Josh Berkus
CLS 2013
3 Credits Pass/Fail
who is this guy?
● PostgreSQL project
● Software in the Public
Interest
● multiple Conference
Committees
who is this guy?
● 3yrs San Francisco Opera
Development
– $600,000 raised per year
– Development Executives Roundtable
3 Lessons
1. Fundraising
is a
science.
2. Fundraising
is the same
for all organizations.
3. All fundraising
is sales.
3 Types of Giving
1. Individual
2. Corporate
3. Grants
3 Questions
1. Who are they?
2. What do they want
from your organization?
3. How do you
reach them?
Individuals
Who
● people who believe in your
mission
● often already supporters
● also the general public
– depending on your mission
Who
● Figure out who your supporters are
– where do they hang out?
– how do they communicate?
– why do they support your o...
What
● to feel good about your
organization
● to feel good about your mission
what about “stuff”?
Benefits Users
Just Send
Checks
How
1. Passive solicitation
– cheap
– easy
– low-yield
How
2. Active solicitation
– paper mail campaign
– email campaign
– web campaign
Active Solicitation
● (e)mail campaign
– get money from current or former donors
● direct (e)mail campaign
– find new dono...
How
3. Merchandising
– works for awareness,
not so much for money
– also issues for 501(c)3s
4. Events
– meet donors
– los...
Individual Giving Tips
● always send a thank you
– even for $1
● send out renewals
– 50-80% will renew
● surprisingly rece...
Corporate
Sponsorship
Who
● Companies who:
– are local for you
– sell to/recruit your donors/clientele
– have an image which coincides with your...
What
Marketing
(sometimes HR)
How
● Branding
– put their name on “something good”
● Events
– companies love event sponsorships
– especially if their sta...
How
● Branding
– put their name on “something good”
● Events
– companies love event sponsorships
– especially if their sta...
How
1. Get an introduction
2. Write a formal ask
– emphasize marketing value
– use numbers!
3. Follow up with publicity
4....
Corporate Sponsor Tips
● Corporate sponsors often
lead to/come from
individual donors
– can also provide board members etc...
Grants
Who
● Foundations
● Corporate Grant Departments
… who fund stuff in your
mission area
What
They want you to help fulfill
their mission
How
1. Get a grant writer (really)
2. Research what's available
3. Fill out a lot of paperwork
4. Get the grant
5. Do repo...
Now, go out and
raise some money!
Questions?
● Josh Berkus
– PostgreSQL Experts Inc.
– josh@postgresql.org
● more foundations stuff:
– Foundations 101 on Tu...
Fundraising 101
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Fundraising 101

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Talk on the basics of the science of fundraising, aimed at people from organizations who've never done it.

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Fundraising 101

  1. 1. Fundraising 101 Professor Josh Berkus CLS 2013 3 Credits Pass/Fail
  2. 2. who is this guy? ● PostgreSQL project ● Software in the Public Interest ● multiple Conference Committees
  3. 3. who is this guy? ● 3yrs San Francisco Opera Development – $600,000 raised per year – Development Executives Roundtable
  4. 4. 3 Lessons
  5. 5. 1. Fundraising is a science.
  6. 6. 2. Fundraising is the same for all organizations.
  7. 7. 3. All fundraising is sales.
  8. 8. 3 Types of Giving 1. Individual 2. Corporate 3. Grants
  9. 9. 3 Questions
  10. 10. 1. Who are they?
  11. 11. 2. What do they want from your organization?
  12. 12. 3. How do you reach them?
  13. 13. Individuals
  14. 14. Who ● people who believe in your mission ● often already supporters ● also the general public – depending on your mission
  15. 15. Who ● Figure out who your supporters are – where do they hang out? – how do they communicate? – why do they support your organization?
  16. 16. What ● to feel good about your organization ● to feel good about your mission
  17. 17. what about “stuff”? Benefits Users Just Send Checks
  18. 18. How 1. Passive solicitation – cheap – easy – low-yield
  19. 19. How 2. Active solicitation – paper mail campaign – email campaign – web campaign
  20. 20. Active Solicitation ● (e)mail campaign – get money from current or former donors ● direct (e)mail campaign – find new donors (and maybe money) ● special appeal – get extra money from existing supporters for specific one-time goals
  21. 21. How 3. Merchandising – works for awareness, not so much for money – also issues for 501(c)3s 4. Events – meet donors – lose money (on individuals)
  22. 22. Individual Giving Tips ● always send a thank you – even for $1 ● send out renewals – 50-80% will renew ● surprisingly recession-resistant
  23. 23. Corporate Sponsorship
  24. 24. Who ● Companies who: – are local for you – sell to/recruit your donors/clientele – have an image which coincides with your mission
  25. 25. What Marketing (sometimes HR)
  26. 26. How ● Branding – put their name on “something good” ● Events – companies love event sponsorships – especially if their staff get to go
  27. 27. How ● Branding – put their name on “something good” ● Events – companies love event sponsorships – especially if their staff get to go
  28. 28. How 1. Get an introduction 2. Write a formal ask – emphasize marketing value – use numbers! 3. Follow up with publicity 4. Check that they're satisfied
  29. 29. Corporate Sponsor Tips ● Corporate sponsors often lead to/come from individual donors – can also provide board members etc. – and a good source of volunteer staff ● Don't let the co-opt you!
  30. 30. Grants
  31. 31. Who ● Foundations ● Corporate Grant Departments … who fund stuff in your mission area
  32. 32. What They want you to help fulfill their mission
  33. 33. How 1. Get a grant writer (really) 2. Research what's available 3. Fill out a lot of paperwork 4. Get the grant 5. Do reports on the grant progress 6. Renew (hopefully)
  34. 34. Now, go out and raise some money!
  35. 35. Questions? ● Josh Berkus – PostgreSQL Experts Inc. – josh@postgresql.org ● more foundations stuff: – Foundations 101 on Tuesday 9am at OSCON – Host Foundations 2:30pm Wednesday Copyright 2013 Josh Berkus. Licensed Creative Commons Attribution 3.0.

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