Planning Your Way To Fundraising Success

Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009

“A goal without a plan is just a wish” Antoine de Saint Exupery (1900 - 1944) Why You Need a Plan

 Ensures that each of your actions are focused on reaching your goals.  Allows you to be more efficient and effective with your time and resources.  Organizes thoughts/ideas and resources needed for success. Why You Need a 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 Annual Fundraising Plan

A successful plan begins with measurable goals: Sample Goals for Fundraising Event: 1. Raise $______________. 2. Add ____ new, solid contacts to our database – including name, position, address, telephone number, and email address. 3. Increase awareness of our new service/project among South Shore business owners. Goals

Make a list of your organization‟s resources and fundraising strengths:  People – their connections, talents, and resources. ◦ Including: employees, volunteers, and Board of Directors  Available, „free‟ or low-cost venues  Equipment  Miscellaneous supplies  Money – out of pocket expenses, including necessary supplies/services that are not available for „free‟. Resources

 Make a list of what has worked well, what has not, and your organization‟s overall fundraising strengths and weaknesses:  Ex. Strengths: Weaknesses: 1) Organizing and utilizing 1) Securing major sponsors. committed volunteer force. 2) Obtaining donations of services 2) Promotion/marketing. and items. 3) Smart, committed staff and BOD. 3) Not all members of BOD actively support fundraising initiatives. Strengths and Weaknesses

 Next Steps: ◦ Brainstorm the types of events that would allow you to most effectively and successfully reach your goals.  Be creative and have some fun! ◦ Choose the event that best fits with our goals, resources and strengths and weaknesses. What Type of Event Will Bring the Greatest Success

 Once the type of event has been determined: 1) Set the date(s), 2) Secure any necessary venues, 3) Sign all vendor contracts – after your attorney has reviewed them, 4) Make a list of all needs and action items, 5) Prepare a schedule of meeting dates and action item deadlines. Planning the Event

You are now ready to create a Marketing and Promotion plan for your event:  Once again you must begin with your measurable goals: 1. Raise $______________. ◦ How much of this is raised via sponsors? ◦ How much is raised via individual donors? ◦ How much is each member of our BOD responsible for raising? Your Event’s Marketing Plan

 Make a list of potential sponsors and sponsor types that fit well with your organization/project and your target market. ◦ Ex. Since our sample target market is South Shore business owners, what businesses might be interested in partnering with you on this event? Securing Event Sponsors

 Be sponsor-centric ◦ Educate your prospective sponsors about your organization and what their sponsorship funds will support ◦ Create a sponsorship menu  Make certain you are providing your sponsors with benefits that are important to them.  If you are not certain about the value of certain benefits, ask.  Provide sponsorship opportunities for a variety of risk levels. Engaging Your Sponsors

 Participation fee  Opportunities to give during event  Give without attending/participating  Donate via providing goods and/or services Individual Donors

 Make certain: ◦ You ask ◦ You make it easy to give (on-line, via mail, via credit card, over the phone, cash) ◦ You make the experience the best possible for all participants and donors! Individual Donors

Goal: 2. Add _____new, solid contacts to our database – including name, position, address, telephone number, and email address. ◦ Every contact/touch needs to include a process for collecting this data.  When they register – on-line, over the phone, via the snail mail or email  When they check in  When they send in their donation Internal communications and execution are key here! Remember Your Event Goals

Goal: 3. Increase awareness of our new service/project among South Shore business owners. • Target market – all marketing and promotional efforts and dollars spent should have target market(s) in mind. • Examples: • Attend Chamber and business networking events, • Obtain contacts from BOD, • Run ads/press releases in business section of newspapers and magazines, • Provide current business owner connections w/marketing materials that they can share Target Market

◦ Your organization‟s web presence:  Website – video, interactive, photos, subscribe and donate buttons (Google Checkout, PayPal)  Blog – your organization‟s, guest blogging  Social Media/Networking opportunities – Twitter, LinkedIn, FaceBook (FaceBook Causes), YouTube, other on-line networking mediums.  Submit news releases to on-line providers – including and most importantly to news sources PR and Promotional Strategy

◦ Calendar section of:  local newspapers  associations  Websites w/ calendar posting options ◦ News releases – pre-event, 1 month through to two weeks prior, and post event. ◦ Email „blasts‟ – encourage and make it easy for recipients to share with others/pass it along. ◦ Networking groups and associations, chambers of commerce, etc. ◦ Don‟t forget to snail mail - 6, 3 and 2 months prior to your event. More Promotional Opportunities

 Create flyers and copy that look good, are informative and can be easily reproduced and shared electronically.  Internal communications – make sure all know about it, understand, can speak to it and can help you to create a buzz! Communication Is Key

 Educate attendees, supporters, donors and sponsors ◦ Presentation/information available during event ◦ Do not assume they already know all of the wonderful things you are doing ◦ Help them to feel good about giving your organization their support, time and/or money! Marketing Opportunities During the Event

 Follow-up Communications - Thank you notes/emails/ads/news releases, etc. should include:  A sincere thank you.  Sponsor and major benefactor recognition.  Amount of funds raised.  Where the funds raised will go/who or what it will support and/or make possible. Post Event Marketing

 Event Videos, Photographs, Quotes, and News Coverage: ◦ Website ◦ Blog ◦ YouTube ◦ FaceBook ◦ Twitter ◦ News sources – newspapers, radio, television ◦ Follow-up emails/e-newsletters ◦ LinkedIn ◦ Etc! Post Event Marketing

 Keep the buzz going long after your event is over:  Schedule emails, e-newsletters, mailings and other communications:  3, 6 and 9 months out  Keep all supporters informed in order that your organization may stay top of mind  Continue to enhance and update your web presence Post Event Marketing

“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.” Anthony Robbins Ready, Set, GO Fundraise!

Lisa Morrissey LIDO Consulting Group www.lidocg.com Email: lisa@lidocg.com 781-974-8968 Follow me on Twitter: @LIDOcg Thank you and Happy Fundraising!

Planning Your Way To Fundraising Success

by The Non-Profit Toolbox on Nov 04, 2009

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