Abs dpmar june 2011


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Presentation by Shona Nicholson for ABS "How to Start up an Annual Fund" June 2011

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Abs dpmar june 2011

  1. 1. 1<br />How to Set Up an Annual Giving Campaign Presented by Shona Nicholson<br />The Association of Business Schools - June 2011<br />
  2. 2. 2<br />Back to basics<br />Senior management commitment<br />Database<br />Alumni Relations Programme<br />Case for Support<br />Make it easy to give!<br />Donations Processing<br />Stewardship Procedures<br />Disbursements Policies<br />
  3. 3. 3<br />The Famous Pyramid of Giving<br />Estate or Planned Giving<br />Legacies<br />Planned Gifts<br />Major Giving<br />EventsPublicationsStewardshipWebsite<br />Endowment Campaigns<br />Capital and Special Gifts<br />Major Gifts from Individuals/Corporations<br />Annual Giving<br />Special Events & Benefit Events<br />Annual Giving/Direct Mail, E-mail & Tele-fundraising<br />All Public Awareness Activities<br />
  4. 4. 4<br />The Giving Pipeline<br />Education<br />Acquisition<br />Retention<br />Upgrades<br />Major Gift<br />Legacy<br />Involving and identifying the types of donors who can truly make a difference to your organisation<br />Demonstrating everyone is doing their bit<br />Cultivating and stewarding them with:<br />Your Ethos and Mission<br />Your Success<br />Your Commitment<br />
  5. 5. 5<br />Amount of effort to be expended<br />
  6. 6. 6<br />A Possible Strategy?<br />Establish a Culture of Giving<br />KPI: Annual Participation Rate<br />Provide regular income<br />KPI: Annual Fund£s raised per year<br />Major gift pipeline<br />KPI: Number andgiving potential ofidentified Prospects<br />
  7. 7. 7<br />What is an Annual Giving Programme?<br />A FUNDRAISING<br />PROGRAMME<br />THAT IS…<br />
  8. 8. 8<br />Donor-centred<br />Donors are now in control of their ownphilanthropy and they want:<br />Prompt, personal gift acknowledgement<br />Confirmation of gifts being set towork as intended<br />Measurable results<br />
  9. 9. 9<br />Direct Marketing-driven<br />Send messages directlyto donors/potential donors<br />Specific "call-to-action“, with an emphasis on trackable and measurable responses<br />
  10. 10. 10<br />Regular<br />Ask them each year…<br />Ask them more than once a year…<br />Ask them in a variety of ways…<br />
  11. 11. 11<br />Repeatable<br />That you’ve asked before shouldn’t impact your asking again<br />That they’ve given before shouldn’t impact their giving again<br />Link their support to your organisation’s ongoing needs<br />
  12. 12. 12<br />World-wide<br />Ask everyone<br />Donors and non-donors<br />Major prospects<br />Younger and older people<br />UK and overseas<br />
  13. 13. 13<br />Put These Together And…<br />The secret to Annual Giving is?<br />Sustainability<br />
  14. 14. 14<br />Sustainable Fundraising<br />A well-structured Annual Fund that raises £500,000 this year is likely to raise at least £500,000 next year, whatever the climate<br />This is equivalent to a £12.5 million endowment*<br />
  15. 15. 15<br />Acquire new donors<br />Build donor loyalty<br />Establish pattern of giving<br />Increase participation rate<br />Cultivate donors<br />Prospect research <br />Identify potential legators<br />Raise restricted funds<br />Introduce students<br />Build base of supporters<br />Inform your constituency ...<br />What Are Your Goals?<br /><ul><li>Raise unrestricted funds
  16. 16. Renew donor support
  17. 17. Support alumni relations
  18. 18. Generate success stories
  19. 19. Involve prospects
  20. 20. Information gathering
  21. 21. Accountability through annual reports
  22. 22. Enroll volunteers … …</li></ul>The trinity … monetary, recency, frequency.<br />
  23. 23. 16<br />Target Audiences<br />
  24. 24. 17<br />Annual Fund Tools<br />Annual Fund<br />Direct Mail<br />Email / Online<br />One-to-One<br />Telethon<br />
  25. 25. 18<br />2/10<br />Relatively cheap<br />Opportunity to enclose Case for Support<br />In-House/Outside Expertise<br />High volume<br />Less responsive<br />Direct Mail<br />
  26. 26. 19<br />Direct Mail Uses<br />Annual fund acquisition<br />Donor renewal/upgrade<br />Reminders<br />Special or emergency projects (St. John’s College Organ Appeal)<br />High-end monthly donor packages (Greenpeace Frontline)<br />High-end donor packages<br />Advance and/or Follow-up to telethons <br />Parents<br />Community (My Ashmolean, My Museum)<br />Major donors<br />Legacies<br />
  27. 27. 20<br />6/10<br />High response<br />Personalised<br />Student contact<br />In-House/Outside Expertise<br />Requires significant resource<br />Telethon<br />
  28. 28. 21<br />?/10<br />Very inexpensive<br />Quick delivery of message and high volume<br />Opportunity for multiple asks / follow-ups<br />Address and formatting issues – less guarantee they’ll receive or read it<br />Easy to opt-out<br />Email<br />
  29. 29. 22<br />Online<br />You need to be where your donors are ...<br />
  30. 30. 23<br />Online<br />Young charity supporters ‘are enthusiastic Facebook users’, Third Sector, 8 September 2009.<br /><ul><li>“nfpSynergy study found that 79% of 11 to 25-year-olds who were regularly involved with charities, through activities such as giving or volunteering, used Facebook.”</li></li></ul><li>24<br />One-to-one<br />8/10<br />High response<br />Medium-sized Gifts(£1,000 to £24,999)<br />Very personalised<br />High staff time<br />Low volume<br />
  31. 31. 25<br />Constructing the Whole<br />January to December or August to July – doesn’t matter, but stick to it and educate your alumni with it!<br /><ul><li>You can’t create a culture of annual giving if you don’t ask annually! Keep momentum up all year round
  32. 32. The best Annual Giving programmes incorporate all four types of approach and take advantage of other activities going on within the institution
  33. 33. Segment your constituencies – treat your donors, prospects, recent graduates, renewals, special anniversaries, tax-efficient countries separately</li></li></ul><li>26<br />Your Programme<br />Every communication you do – fundraising or information – impacts on your programme.<br />Map out the programme.<br />Watch spacing between activities.<br />Are you taking advantage of all possible points of activity?<br />
  34. 34. 27<br />Seasonality<br />Most donors think in calendar year timeframes (January to December), not academic years or your fiscal year end. <br />Annual appeals versus episodic appeals.<br />Spring and Autumn are traditionally good times for direct mail. Avoid June, July, August and December, if possible.<br />Balance your fundraising with other communications.<br />Canadian/American tax year end.<br />International Foundations for tax efficiency.<br />
  35. 35. 28<br />Other Pieces to Ponder<br />Reporting back to Donors<br />Capital Campaigns and Annual Funds<br />Apply learning from the Charitable Sector<br />CASE motto: “Copy And Steal Everything”<br />Consultancy<br />Student involvement<br />
  36. 36. 29<br />What Should You Do Today?<br />Write a mission statement for your Programme. What is its key aim?<br />Produce a month-by-month calendar for your Annual Giving Programme<br />Add three new elements to your programme this year<br />Get out and meet some alumni!<br />Benchmark your performance<br />
  37. 37. 30<br />Questions?<br />Contact details:<br />