0
Direct Marketing Anup Tiwari & Team
Aim & Objectives <ul><li>To initiate, educate, inspire and motivate you about potential and options for Fundraising </li><...
FUNDAMENTALS OF  FUNDRAISING
Learning Outcomes <ul><li>Understand fundraising  </li></ul><ul><li>Review principles of fundraising </li></ul><ul><li>Exa...
What is  Fundraising? <ul><li>“ The art of getting people  </li></ul><ul><li>to give you what you want,  </li></ul><ul><li...
Guiding Principles
Where? What? <ul><li>Sources of Funds </li></ul><ul><li>Individuals  </li></ul><ul><li>Companies </li></ul><ul><li>Trusts ...
<ul><li>invest   </li></ul><ul><li>duty   </li></ul><ul><li>hearts  have been  touched  </li></ul><ul><li>religion  </li><...
<ul><li>guilty </li></ul><ul><li>public recognition , power, respect or gratitude </li></ul><ul><li>Peer pressure   </li><...
<ul><li>People give because they are asked! </li></ul>
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 <ul><li>More than 1 million high net worth individuals </li></ul><ul><ul><li>No targeted approach to address ...
Impact of successful fundraising
<ul><li>NGO’s in India – > 1 million  </li></ul><ul><li>Fundraisers - Only a fraction of 1% of NGO’s have one. </li></ul><...
Limitations with Current way
Challenges to Local Resource Mobilization
Why Pursue All Types?
 
Techniques
Which techniques? <ul><li>Visibility </li></ul><ul><li>Resources </li></ul><ul><li>Cost </li></ul><ul><li>Staff/skills/Tea...
Success in Fundraising-1
Success in Fundraising-2
Donor cultivation curve     = Current Level = Desired Level Example: Donor Group XYZ Contact Ownership Acceptance Unde...
Why individuals give?
Collecting viz a viz Fundraising <ul><li>There is an activity involving many motivated, well-intentioned people who are al...
Distinction is simply put, but vitally important:  <ul><li>Fundraising has  clear goals ,  timelines ,  a clear case for s...
Donor Pyramid Upgrading Upgrading
Remember… <ul><li>Fundraising is not only about money.  </li></ul><ul><li>It’s about friend-raising and relationship-build...
Are you ready? <ul><li>Are you well  Governed  and  Managed ? </li></ul><ul><li>Do You have a  strategic plan ? (Vision, M...
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Gen Sandhu Master Class Fundamentals Mod

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Fundraising Fundamentals by Surat Sandhu at SAFRG DM Masterclass

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Transcript of "Gen Sandhu Master Class Fundamentals Mod"

  1. 1. Direct Marketing Anup Tiwari & Team
  2. 2. Aim & Objectives <ul><li>To initiate, educate, inspire and motivate you about potential and options for Fundraising </li></ul><ul><li>Further strengthen you to promote </li></ul><ul><li>Sustainable and Independent NGOs </li></ul><ul><li>Today we do this by sharing details of </li></ul><ul><li>Direct Marketing </li></ul>
  3. 3. FUNDAMENTALS OF FUNDRAISING
  4. 4. Learning Outcomes <ul><li>Understand fundraising </li></ul><ul><li>Review principles of fundraising </li></ul><ul><li>Examine various fundraising sources & techniques </li></ul>
  5. 5. What is Fundraising? <ul><li>“ The art of getting people </li></ul><ul><li>to give you what you want, </li></ul><ul><li>where and when you want it, </li></ul><ul><li>for the work of your organisation” </li></ul>
  6. 6. Guiding Principles
  7. 7. Where? What? <ul><li>Sources of Funds </li></ul><ul><li>Individuals </li></ul><ul><li>Companies </li></ul><ul><li>Trusts & Foundations </li></ul><ul><li>Government & Statutory </li></ul><ul><li>Earned Income </li></ul><ul><li>What Donors Give </li></ul><ul><li>Money </li></ul><ul><li>Goods </li></ul><ul><li>Time & Expertise </li></ul><ul><li>What else? </li></ul>Voice Influence Information
  8. 8. <ul><li>invest </li></ul><ul><li>duty </li></ul><ul><li>hearts have been touched </li></ul><ul><li>religion </li></ul><ul><li>organisation does good work </li></ul><ul><li>will use their money responsibly </li></ul><ul><li>gratitude </li></ul><ul><li>remembered </li></ul>People give because…
  9. 9. <ul><li>guilty </li></ul><ul><li>public recognition , power, respect or gratitude </li></ul><ul><li>Peer pressure </li></ul><ul><li>Giving makes good business sense </li></ul><ul><li>family habit </li></ul><ul><li>something tangible in return </li></ul><ul><li>want to have fun at an event </li></ul><ul><li>tax reduction for the donation </li></ul><ul><li>Giving feels good </li></ul>People give because…
  10. 10. <ul><li>People give because they are asked! </li></ul>
  11. 11. Giving in USA and UK (2007)
  12. 12. Where does the money come from?
  13. 13. INDIA *Besides what is received from Government & Abroad including Non Resident Indians
  14. 14. POOR FUNDRAISING--WHY SO??
  15. 15. Indian Scene <ul><li>More than 1 million high net worth individuals </li></ul><ul><ul><li>No targeted approach to address them </li></ul></ul><ul><li>More than 1,00,000 millionaires in $ terms </li></ul><ul><li>Non Resident Indians (NRIs) give big! </li></ul><ul><ul><li>$ 2 Billion USD Annually (2005/2006) </li></ul></ul><ul><ul><li>Where does this go? </li></ul></ul>
  16. 16. Impact of successful fundraising
  17. 17. <ul><li>NGO’s in India – > 1 million </li></ul><ul><li>Fundraisers - Only a fraction of 1% of NGO’s have one. </li></ul><ul><li>Urgent need to create fundraisers, build relationships and manage donor funds with high integrity and efficiency. </li></ul><ul><li>Over Reliance -on grants and doles-NGOs no fundraising agenda </li></ul><ul><li>Revenue Model-NO self sustainable plan </li></ul><ul><li>Potential - remains untapped and the “giving market” is NOT growing </li></ul><ul><li>India needs a “Leap Frog Strategy” for creating fundraisers urgently </li></ul>
  18. 18. Limitations with Current way
  19. 19. Challenges to Local Resource Mobilization
  20. 20. Why Pursue All Types?
  21. 22. Techniques
  22. 23. Which techniques? <ul><li>Visibility </li></ul><ul><li>Resources </li></ul><ul><li>Cost </li></ul><ul><li>Staff/skills/Team </li></ul><ul><li>Infrastructure </li></ul><ul><li>Cause/competition </li></ul><ul><li>Life stage/strengths </li></ul><ul><li>Communication/brand </li></ul><ul><li>Technology </li></ul><ul><li>Sustainability </li></ul><ul><li>Growth/risk </li></ul><ul><li>Leadership support </li></ul><ul><li>Scalability </li></ul><ul><li>Diversify </li></ul><ul><li>Restricted Funds </li></ul><ul><li>Interesting </li></ul><ul><li>M & E </li></ul>Avoid being overly-dependent on any single source. Build in a good mix of income sources in your fundraising strategy.
  23. 24. Success in Fundraising-1
  24. 25. Success in Fundraising-2
  25. 26. 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
  26. 27. Why individuals give?
  27. 28. Collecting viz a viz Fundraising <ul><li>There is an activity involving many motivated, well-intentioned people who are all furiously busy and which collects money. </li></ul><ul><li>And there is fundraising, which is something totally different. </li></ul>
  28. 29. Distinction is simply put, but vitally important: <ul><li>Fundraising has clear goals , timelines , a clear case for support and </li></ul><ul><li>A forensic approach to building lists of donor prospects. </li></ul><ul><li>Anything else is just collecting money. </li></ul>
  29. 30. Donor Pyramid Upgrading Upgrading
  30. 31. Remember… <ul><li>Fundraising is not only about money. </li></ul><ul><li>It’s about friend-raising and relationship-building. </li></ul>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.
  31. 32. Are you ready? <ul><li>Are you well Governed and Managed ? </li></ul><ul><li>Do You have a strategic plan ? (Vision, Mission, Values and Strategy) </li></ul><ul><li>Are you clear exactly what you want and for what ? </li></ul><ul><li>Can you demonstrate results ? </li></ul><ul><li>Do people know you? </li></ul><ul><li>Can you provide donors with what it requires in return ? </li></ul>
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