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Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
Best Practices In Fundraising
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Best Practices In Fundraising

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Do's and Don'ts

Do's and Don'ts

Published in: Economy & Finance, Business
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  • 1. BEST PRACTICES IN FUNDRAISING WHAT WORKS WHAT DOES NOT
  • 2. The tools of fundraising covered
    • Direct Mail
    • Outsourced Face2Face sales
    • Telecalling
    • Cause Related Marketing
    • Events
    • Payroll Giving
    • Products
  • 3. Direct Mail
    • Lift Letter
    • Warm Mail
    • BRE
    • Banks’ high net worth client lists
    • Gold card / Diner card lists
    • Magazine subscription lists
    • Newsletter / Annual Report
    • Tax-mail
    • Case studies / Success Stories
  • 4. Direct Mail
    • Reckless Cold Mail
    • Improper gap
    • CA/Doctor/Lawyer lists
    • Too text heavy mailers
    • Pictures of distress
    • Girl child mailers in North India
  • 5. OutsourcedFace2Face Sales
    • Universality of your cause
    • Good brand awareness
    • Compatible outsourcing partner
    • Regular orientation
    • Concise presentation literature
    • Large numbers tapped
    • Close monitoring
  • 6. Outsourced F2F Sales
    • Too much aggression
    • Low employee replacement
    • Cash donations
    • Low levels of general awareness
    • Improper donor servicing
  • 7. Telecalling
    • Very effective for new donors and retention both
    • Backed by cheque pick-up facility
    • Smart communicator- non-intrusive
    • Crisp script
    • Effective even during weekdays
  • 8. Telecalling
    • Residences in afternoons
    • Follow-up calls not made
    • Several people same database
    • Reckless calling on mobiles
  • 9. Cause Related Marketing
    • Good brand goodwill
    • Innovation & Value addition
    • Pitching on Brand Managers / Marketing & Communication people
    • Minimum commitment
    • MoU
    • Established donor partner
    • High levels of promotion
  • 10. Cause Related Marketing
    • Small donor brands trying to piggy back
    • No synergy between donor and recipient brands
    • Half hearted promotion
    • Over exposure of NGO brand
  • 11. Events
    • Good for fund raising and brand building
    • Corporate participation events
    • Media /Hospitality/ Travel partners
    • Multiple ways of generating funds
    • Involvement of volunteers
    • Proper cost budgeting
    • Piggy backed events
    • Good media coverage
  • 12. Events
    • Inadequate cash sponsors
    • Only relying on gate money
    • High logistics events
    • Non-synergistic events
    • Not following of legalities
    • Not delivering on promises- a disaster
    • Unsound revenue model
  • 13. Payroll giving
    • Support of top management
    • Support of payroll division
    • CEO endorsement
    • Active staff champions
    • Possibilities of direct interactions with employees
    • Employer matching
    • NGOs supporting multiple causes
  • 14. Payroll giving
    • High level of logistics
    • Payroll division’s spanner
    • Inadequate paperwork
    • High attrition rates
  • 15. Products
    • Seasonal greetings products
    • Products that can be mass produced without loss of quality
    • Good marketing partner
    • Proper branding leads to brand building
    • Being competitive vis-à-vis commercial alternatives
  • 16. Products
    • NGOs handling retail sales
    • Not calculating inventory as costs
    • Low margins
    • Brand imagery of being a product’s company
    • Taxation tangles

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