Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009
Why You Need a Plan <ul><li>“ A goal without a plan is just a wish” </li></ul><ul><li>Antoine de Saint Exupery (1900 - 194...
Why You Need a Plan <ul><li>Ensures that each of your actions are focused on reaching your goals. </li></ul><ul><li>Allows...
Annual Fundraising Plan Fundraising Calendar Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Annual Meeting and Donor Rec...
Goals  <ul><li>A successful plan begins with  measurable  goals: </li></ul><ul><li>Sample Goals for Fundraising Event: </l...
Resources <ul><li>Make a list of your organization’s resources and fundraising strengths: </li></ul><ul><li>People – their...
Strengths and Weaknesses <ul><li>Make a list of what has worked well, what has not, and your organization’s overall fundra...
What Type of Event Will Bring the Greatest Success <ul><li>Next Steps: </li></ul><ul><ul><li>Brainstorm the types of event...
Planning the Event <ul><li>Once the type of event has been determined: </li></ul><ul><ul><li>1) Set the date(s),  </li></u...
Your Event’s Marketing Plan <ul><li>You are now ready to create a Marketing and Promotion plan for your event: </li></ul><...
Securing Event Sponsors <ul><li>Make a list of potential sponsors and sponsor types that fit well with your organization/p...
Engaging Your Sponsors <ul><li>Be sponsor-centric </li></ul><ul><ul><li>Educate your prospective sponsors about your organ...
Individual Donors <ul><li>Participation fee </li></ul><ul><li>Opportunities to give during event </li></ul><ul><li>Give wi...
Individual Donors <ul><li>Make certain: </li></ul><ul><ul><li>You ask </li></ul></ul><ul><ul><li>You make it easy to give ...
Remember Your Event Goals <ul><li>Goal: </li></ul><ul><li>Add _____new, solid contacts to our database – including name, p...
Target Market <ul><li>Goal: </li></ul><ul><li>3. Increase awareness of our new service/project among  South Shore business...
PR and Promotional Strategy <ul><ul><li>Your organization’s web presence: </li></ul></ul><ul><ul><ul><li>Website – video, ...
More Promotional Opportunities  <ul><ul><li>Calendar section of: </li></ul></ul><ul><ul><ul><li>local newspapers </li></ul...
Communication Is Key <ul><li>Create flyers and copy that look good, are informative and can be easily reproduced and share...
Marketing Opportunities During the Event  <ul><li>Educate attendees, supporters, donors and sponsors </li></ul><ul><ul><li...
Post Event Marketing  <ul><ul><li>Follow-up Communications - Thank you notes/emails/ads/news releases, etc. should include...
Post Event Marketing <ul><li>Event Videos, Photographs, Quotes, and News Coverage: </li></ul><ul><ul><li>Website </li></ul...
Post Event Marketing <ul><ul><li>Keep the buzz going long after your event is over: </li></ul></ul><ul><ul><ul><li>Schedul...
Ready, Set, GO Fundraise! <ul><li>“ You see, in life, lots of people know what to do, but few people actually do what they...
Thank you and Happy Fundraising! <ul><li>Lisa Morrissey </li></ul><ul><li>LIDO Consulting Group </li></ul><ul><li>www.lido...
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Planning Your Way To Fundraising Success

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  • At a time when resources are scarcer then ever, and competition for attention is tough, how can your org use Q4 to close 2009 with bang and move strongly into 2010? I recommend that nonprofit communicators focus on these big three steps to ensure that your communications work is contributing as much as possible to advancing your organizational goals: -How many times has your organization engaged in a fundraising initiative because someone saw that it worked for another agency, or because a member of the BOD or management team ‘knows a guy who can do that for us’.. .without Evaluate how you&apos;re doing in reaching your communications and fundraising goals. Fine-tune your communications plan to reflect what&apos;s working and what&apos;s not, and the changes (they are there, and significant, even if you&apos;re blind to them. Look harder.) in the environment in which you work. Ramp up to launch the revised approach in January. Even if this work takes you off of cranking out planned Q4 communications products, it&apos;s a must, and well worth it. Communicate with your donors, ideally via stories. Donors want to hear about the good work you’re doing.  It affirms their decision to give, and inspires them to give again. Thank donors for their past support. Simple but highly effective. Donors appreciate and remember organizations that show their appreciation. It&apos;s not as many as you think. Ask . Make it clear that your organization is asking for a donation. Don’t assume that people will give if they can.  Barbara Talisman, specialist in nonprofit management and fundraising, urges organizations to add social media to the mix in Q4. She blogs about the power of friend-raising, reaching out to your friends and followers (including your literal Facebook friends) and urging them to spread the word.Initial impact may be modest but these friends become part of your organization&apos;s larger communities and if you&apos;re common friend continues to act as a communicator/fundraiser on your org&apos;s behalf, you build a powerful network.
  • --Ideally, all of the key players in your organization – the finance, development, marketing, HR, etc. can come together to draft a fundraising plan for the year – no matter when that year begins. The following strategies should be used both to come up with this annual plan, as well as to create and execute plans for each individual event/campaign. -Once you have an overall plan, each of the ‘Task’ needs a plan and strategy. -We are going to focus on the planning and execution of a successful annual fundraiser – the big one, however the sample plan and strategies we are going to work on this morning can be applied to any of these campaign tasks, as well as to the creation of your annual plan.
  • -Each of these could be measured at the end of the fundraising event or campaign. Very clear how #’s 1 and 2 can be measured. -Thoughts on how to measure number 3? Conduct a low-budget survey prior to the event/campaign – have a couple of volunteers ask people at local networking events PRIOR to the campaign or outside a couple of supermarkets, libraries, etc. NOW, and again a month following the event or campaign. - Ask the attendees/donors as to their knowledge of your organization/this project prior to the campaign/event; make certain you know who they are/where they work.
  • -People – number one resource! Who do they know, what do they have access to? What talents do they possess – design, computer programming, etc. - Money – typically, there will be some out for the most part, you will not find all of the resources and talent needed for a successful campaign or event in your
  • Following a comprehensive review of your organization’s goals, resources, and strengths and weaknesses,
  • Perhaps the most important action to ensure the success of your event/campaign is a marketing and promotion plan.
  • -Once we have determined how much of the funds raised are to be via sponsors,
  • members of your BOD and/or members of your target market with whom you have a relationship. Important to provide for different sponsorship levels as one may only be able to/want to try you out at a low level, but once you have engaged them, they will sponsor again and again.
  • -give during event – raffles, auctions, purchasing donated items/services, activities at the event, etc.
  • -sounds silly, but often times we become so caught up and excited about our event or our cause that we forget to ask! -don’t forget, there are competing with so many other worthy causes and events so you want yours to be remembered in a positive way and to continue to grow your loyal, raving fan base!
  • Goal number 2: internal communications will be key here – all have to know to ask and to make certain it is inputted -when they register – whether it is on-line (I highly recommend, so much easier for you!!), when they check in, when they give, etc.
  • Ex. South Shore business owners – attend Chamber events, obtain contacts from our BOD, run ad/PR in business section of local newspapers and magazines, provide current connections with marketing materials that they can pass along to colleagues, friends and connections, etc.
  • With your target market(s) in mind, the next part of your event’s marketing plan is to determine your PR and promotion strategy: -update your website regularly!! Make certain your event is there, one can register on-line, you keep it fresh – if you are attending Reiko’s – our web presence expert, I’m quite certain she will provide more on this! -promote your on-line/social media presence in all communications to current supporters, volunteers, employees!! – don’t forget them, BOD, through all contacts! Google Checkout – PayPal – Paypal makes it easy for you to create a donation button to put on your website. They do not charge monthly or setup fees, just a small per transaction fee that is reduced for non-profits and charities .
  • Email – to your current data base, as it grows – add all to it, schedule the blasts to go out once a week beginning 6-8 weeks prior to the event.
  • -Janel Kesten’s presentation on effective design is an excellent resource for learning more on this. -Some solid text – a paragraph or two with bulleted details about your organization and the event should be shared with employees, BOD, supporters, sponsors, participants etc., as well as pdfs of flyers – that you can update as you gain more event sponsors, so that there is a consistent branding of your organization and event.
  • -Supporters want to feel good about where their money, support and time are going. Take advantage of the event and your thank you’s and follow-up communi
  • Planning Your Way To Fundraising Success

    1. 1. Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009
    2. 2. Why You Need a Plan <ul><li>“ A goal without a plan is just a wish” </li></ul><ul><li>Antoine de Saint Exupery (1900 - 1944) </li></ul>
    3. 3. Why You Need a Plan <ul><li>Ensures that each of your actions are focused on reaching your goals. </li></ul><ul><li>Allows you to be more efficient and effective with your time and resources. </li></ul><ul><li>Organizes thoughts/ideas and resources needed for success. </li></ul>
    4. 4. Annual Fundraising Plan Fundraising Calendar Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Annual Meeting and Donor Recognition Event Applications for Govt. Programs/Grant Submissions Recruit Major Gift Committee Members Identify & Cultivate Major Gift Prospects Fundraising & Awareness Event Meetings Identify & Cultivate Key Sponsors Major Gifts Solicited Annual Fundraising Event Direct Mail and On-line Campaign
    5. 5. Goals <ul><li>A successful plan begins with measurable goals: </li></ul><ul><li>Sample Goals for Fundraising Event: </li></ul><ul><li>Raise $______________. </li></ul><ul><li>Add ____ new, solid contacts to our database – including name, position, address, telephone number, and email address. </li></ul><ul><li>Increase awareness of our new service/project among South Shore business owners. </li></ul>
    6. 6. Resources <ul><li>Make a list of your organization’s resources and fundraising strengths: </li></ul><ul><li>People – their connections, talents, and resources. </li></ul><ul><ul><li>Including: employees, volunteers, and Board of Directors </li></ul></ul><ul><li>Available, ‘free’ or low-cost venues </li></ul><ul><li>Equipment </li></ul><ul><li>Miscellaneous supplies </li></ul><ul><li>Money – out of pocket expenses, including necessary supplies/services that are not available for ‘free’. </li></ul>
    7. 7. Strengths and Weaknesses <ul><li>Make a list of what has worked well, what has not, and your organization’s overall fundraising strengths and weaknesses: </li></ul><ul><li>Ex. </li></ul><ul><ul><li>Strengths: Weaknesses: </li></ul></ul><ul><ul><li>1) Organizing and utilizing 1) Securing major sponsors. </li></ul></ul><ul><ul><li>committed volunteer force. </li></ul></ul><ul><ul><li>2) Obtaining donations of services 2) Promotion/marketing. </li></ul></ul><ul><ul><li>and items. </li></ul></ul><ul><ul><li>3) Smart, committed staff and BOD. 3) Not all members of BOD actively support fundraising initiatives. </li></ul></ul>
    8. 8. What Type of Event Will Bring the Greatest Success <ul><li>Next Steps: </li></ul><ul><ul><li>Brainstorm the types of events that would allow you to most effectively and successfully reach your goals. </li></ul></ul><ul><ul><ul><li>Be creative and have some fun! </li></ul></ul></ul><ul><ul><li>Choose the event that best fits with our goals, resources and strengths and weaknesses. </li></ul></ul>
    9. 9. Planning the Event <ul><li>Once the type of event has been determined: </li></ul><ul><ul><li>1) Set the date(s), </li></ul></ul><ul><ul><li>2) Secure any necessary venues, </li></ul></ul><ul><ul><li>3) Sign all vendor contracts – after your attorney has reviewed them  , </li></ul></ul><ul><ul><li>4) Make a list of all needs and action items, </li></ul></ul><ul><ul><li>5) Prepare a schedule of meeting dates and action item deadlines. </li></ul></ul>
    10. 10. Your Event’s Marketing Plan <ul><li>You are now ready to create a Marketing and Promotion plan for your event: </li></ul><ul><li>Once again you must begin with your measurable goals: </li></ul><ul><li>Raise $______________. </li></ul><ul><ul><li>How much of this is raised via sponsors? </li></ul></ul><ul><ul><li>How much is raised via individual donors? </li></ul></ul><ul><ul><li>How much is each member of our BOD responsible for raising? </li></ul></ul>
    11. 11. Securing Event Sponsors <ul><li>Make a list of potential sponsors and sponsor types that fit well with your organization/project and your target market. </li></ul><ul><ul><li>Ex. Since our sample target market is South Shore business owners, what businesses might be interested in partnering with you on this event? </li></ul></ul>
    12. 12. Engaging Your Sponsors <ul><li>Be sponsor-centric </li></ul><ul><ul><li>Educate your prospective sponsors about your organization and what their sponsorship funds will support </li></ul></ul><ul><ul><li>Create a sponsorship menu </li></ul></ul><ul><ul><ul><li>Make certain you are providing your sponsors with benefits that are important to them. </li></ul></ul></ul><ul><ul><ul><li>If you are not certain about the value of certain benefits, ask. </li></ul></ul></ul><ul><ul><ul><li>Provide sponsorship opportunities for a variety of risk levels. </li></ul></ul></ul>
    13. 13. Individual Donors <ul><li>Participation fee </li></ul><ul><li>Opportunities to give during event </li></ul><ul><li>Give without attending/participating </li></ul><ul><li>Donate via providing goods and/or services </li></ul>
    14. 14. Individual Donors <ul><li>Make certain: </li></ul><ul><ul><li>You ask </li></ul></ul><ul><ul><li>You make it easy to give (on-line, via mail, via credit card, over the phone, cash) </li></ul></ul><ul><ul><li>You make the experience the best possible for all participants and donors! </li></ul></ul>
    15. 15. Remember Your Event Goals <ul><li>Goal: </li></ul><ul><li>Add _____new, solid contacts to our database – including name, position, address, telephone number, and email address. </li></ul><ul><ul><li>Every contact/touch needs to include a process for collecting this data. </li></ul></ul><ul><ul><ul><li>When they register – on-line, over the phone, via the snail mail or email </li></ul></ul></ul><ul><ul><ul><li>When they check in </li></ul></ul></ul><ul><ul><ul><li>When they send in their donation </li></ul></ul></ul><ul><ul><ul><li>Internal communications and execution are key here! </li></ul></ul></ul>
    16. 16. Target Market <ul><li>Goal: </li></ul><ul><li>3. Increase awareness of our new service/project among South Shore business owners. </li></ul><ul><ul><li>Target market – all marketing and promotional efforts and dollars spent should have target market(s) in mind. </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Attend Chamber and business networking events, </li></ul></ul></ul><ul><ul><ul><li>Obtain contacts from BOD, </li></ul></ul></ul><ul><ul><ul><li>Run ads/press releases in business section of newspapers and magazines, </li></ul></ul></ul><ul><ul><ul><li>Provide current business owner connections w/marketing materials that they can share </li></ul></ul></ul>
    17. 17. PR and Promotional Strategy <ul><ul><li>Your organization’s web presence: </li></ul></ul><ul><ul><ul><li>Website – video, interactive, photos, subscribe and donate buttons (Google Checkout, PayPal) </li></ul></ul></ul><ul><ul><ul><li>Blog – your organization’s, guest blogging </li></ul></ul></ul><ul><ul><ul><li>Social Media/Networking opportunities – Twitter, LinkedIn, FaceBook (FaceBook Causes), YouTube, other on-line networking mediums. </li></ul></ul></ul><ul><ul><ul><li>Submit news releases to on-line providers – including and most importantly to news sources </li></ul></ul></ul>
    18. 18. More Promotional Opportunities <ul><ul><li>Calendar section of: </li></ul></ul><ul><ul><ul><li>local newspapers </li></ul></ul></ul><ul><ul><ul><li>associations </li></ul></ul></ul><ul><ul><ul><li>Websites w/ calendar posting options </li></ul></ul></ul><ul><ul><li>News releases – pre-event, 1 month through to two weeks prior, and post event. </li></ul></ul><ul><ul><li>Email ‘blasts’ – encourage and make it easy for recipients to share with others/pass it along. </li></ul></ul><ul><ul><li>Networking groups and associations, chambers of commerce, etc. </li></ul></ul><ul><ul><li>Don’t forget to snail mail - 6, 3 and 2 months prior to your event. </li></ul></ul>
    19. 19. Communication Is Key <ul><li>Create flyers and copy that look good, are informative and can be easily reproduced and shared electronically. </li></ul><ul><li>Internal communications – make sure all know about it, understand, can speak to it and can help you to create a buzz! </li></ul>
    20. 20. Marketing Opportunities During the Event <ul><li>Educate attendees, supporters, donors and sponsors </li></ul><ul><ul><li>Presentation/information available during event </li></ul></ul><ul><ul><li>Do not assume they already know all of the wonderful things you are doing </li></ul></ul><ul><ul><li>Help them to feel good about giving your organization their support, time and/or money! </li></ul></ul>
    21. 21. Post Event Marketing <ul><ul><li>Follow-up Communications - Thank you notes/emails/ads/news releases, etc. should include: </li></ul></ul><ul><ul><ul><li>A sincere thank you. </li></ul></ul></ul><ul><ul><ul><li>Sponsor and major benefactor recognition. </li></ul></ul></ul><ul><ul><ul><li>Amount of funds raised. </li></ul></ul></ul><ul><ul><ul><li>Where the funds raised will go/who or what it will support and/or make possible. </li></ul></ul></ul>
    22. 22. Post Event Marketing <ul><li>Event Videos, Photographs, Quotes, and News Coverage: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>News sources – newspapers, radio, television </li></ul></ul><ul><ul><li>Follow-up emails/e-newsletters </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Etc! </li></ul></ul>
    23. 23. Post Event Marketing <ul><ul><li>Keep the buzz going long after your event is over: </li></ul></ul><ul><ul><ul><li>Schedule emails, e-newsletters, mailings and other communications: </li></ul></ul></ul><ul><ul><ul><ul><li>3, 6 and 9 months out </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep all supporters informed in order that your organization may stay top of mind </li></ul></ul></ul></ul><ul><ul><li>Continue to enhance and update your web presence </li></ul></ul>
    24. 24. Ready, Set, GO Fundraise! <ul><li>“ You see, in life, lots of people know what to do, but few people actually do what they know. Knowing is not enough! You must take action.” </li></ul><ul><li>Anthony Robbins </li></ul>
    25. 25. Thank you and Happy Fundraising! <ul><li>Lisa Morrissey </li></ul><ul><li>LIDO Consulting Group </li></ul><ul><li>www.lidocg.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>781-974-8968 </li></ul><ul><li>Follow me on Twitter: @LIDOcg </li></ul>

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