Gen Sandhu Master Class Fundamentals Mod

Direct Marketing Anup Tiwari & Team

Aim & Objectives
To initiate, educate, inspire and motivate you about potential and options for Fundraising
Further strengthen you to promote
Sustainable and Independent NGOs
Today we do this by sharing details of
Direct Marketing

FUNDAMENTALS OF FUNDRAISING

Learning Outcomes
Understand fundraising
Review principles of fundraising
Examine various fundraising sources & techniques

What is Fundraising?
“ The art of getting people
to give you what you want,
where and when you want it,
for the work of your organisation”

Guiding Principles

Where? What?
Sources of Funds
Individuals
Companies
Trusts & Foundations
Government & Statutory
Earned Income
What Donors Give
Money
Goods
Time & Expertise
What else?
Voice Influence Information

invest
duty
hearts have been touched
religion
organisation does good work
will use their money responsibly
gratitude
remembered
People give because…

guilty
public recognition , power, respect or gratitude
Peer pressure
Giving makes good business sense
family habit
something tangible in return
want to have fun at an event
tax reduction for the donation
Giving feels good
People give because…

People give because they are asked!

Giving in USA and UK (2007)

Where does the money come from?

INDIA *Besides what is received from Government & Abroad including Non Resident Indians

POOR FUNDRAISING--WHY SO??

Indian Scene
More than 1 million high net worth individuals
No targeted approach to address them
More than 1,00,000 millionaires in $ terms
Non Resident Indians (NRIs) give big!
$ 2 Billion USD Annually (2005/2006)
Where does this go?

Impact of successful fundraising

NGO’s in India – > 1 million
Fundraisers - Only a fraction of 1% of NGO’s have one.
Urgent need to create fundraisers, build relationships and manage donor funds with high integrity and efficiency.
Over Reliance -on grants and doles-NGOs no fundraising agenda
Revenue Model-NO self sustainable plan
Potential - remains untapped and the “giving market” is NOT growing
India needs a “Leap Frog Strategy” for creating fundraisers urgently

Limitations with Current way

Challenges to Local Resource Mobilization

Why Pursue All Types?

Techniques

Which techniques?
Visibility
Resources
Cost
Staff/skills/Team
Infrastructure
Cause/competition
Life stage/strengths
Communication/brand
Technology
Sustainability
Growth/risk
Leadership support
Scalability
Diversify
Restricted Funds
Interesting
M & E
Avoid being overly-dependent on any single source. Build in a good mix of income sources in your fundraising strategy.

Success in Fundraising-1

Success in Fundraising-2

Donor cultivation curve     = Current Level = Desired Level Example: Donor Group XYZ Contact Ownership Acceptance Understanding Awareness Time Preparation Phase Acceptance Phase Commitment Phase Buy-in Internalisation

Why individuals give?

Collecting viz a viz Fundraising
There is an activity involving many motivated, well-intentioned people who are all furiously busy and which collects money.
And there is fundraising, which is something totally different.

Distinction is simply put, but vitally important:
Fundraising has clear goals , timelines , a clear case for support and
A forensic approach to building lists of donor prospects.
Anything else is just collecting money.

Donor Pyramid Upgrading Upgrading

Remember…
Fundraising is not only about money.
It’s about friend-raising and relationship-building.
You will have more fun and success when you stop trying to get what you want, and start helping other people get what they want. -Dale Carnegie Great fundraising is not just asking people to give. It is about inspiring people to give.

Are you ready?
Are you well Governed and Managed ?
Do You have a strategic plan ? (Vision, Mission, Values and Strategy)
Are you clear exactly what you want and for what ?
Can you demonstrate results ?
Do people know you?
Can you provide donors with what it requires in return ?

Gen Sandhu Master Class Fundamentals Mod

by anuptiwari on Apr 27, 2009

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Gen Sandhu Master Class Fundamentals Mod — Presentation Transcript