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YMCA Annual Community Support Campaign Slides

YMCA Annual Community Support Campaign Slides

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  • 1. YMCA of the USA 1
  • 2.  Upon completion of this module, you will be able to: ◦ Apply the stewardship of the mission and philanthropic culture while protecting the YMCA’s charitable non-profit status ◦ Explain reasons the YMCA needs to raise charitable income on an annual basis ◦ Interpret the elements of fundraising success ◦ Describe the YMCA volunteer-driven, staff-supported annual campaign model ◦ Explain the roles of staff and volunteers in the year-round campaign effort ◦ Explain how the campaign strengthens relationships with YMCA members (N/A for Board Overview) 2
  • 3.  Activities should be focused on developing a feeling of belonging Membership = all the families, adults and children who participate in any YMCA program YMCA Membership Characteristics = Sense I belong here 3
  • 4.  YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission through all economic conditions 4
  • 5.  Holistic development of children and youth Family strengthening Health and well-being for all 5
  • 6.  Build fundraising capacity of each local YMCA Increase our programmatic reach Raise awareness of the YMCA’s impact 6
  • 7.  It’s the right thing to do to: ◦ Ensure your YMCA’s future community impact ◦ Adhere to our obligations as a 501.c.3 charitable not-for- profit corporation ◦ Build and sustain a philanthropic culture by engaging the membership in helping their community 7
  • 8.  Deliver programs which impact community issues Quickly respond to changing needs of your community Secure a solid financial foundation for the future 8
  • 9.  Demonstrate community benefit ◦ Build our philanthropic reputation in the community ◦ The ratio of contributed income to annual operating income meets or exceeds 15% 9
  • 10.  General Contributions…....................... 1.3% Annual Campaign……………………… 3.4% Special Events…………………………. 1.0% United Way……………………………... 1.5% Foundation Grants……………………... 1.6% Endowment Transfers to Operations…. 0.9% Total 9.7% 947 YMCA’s Reporting 2007 Data 10
  • 11.  Develops a loyal donor/membership base Develops committed volunteer/staff leadership Provides relationships to secure future funding Positions your YMCA as a premier charitable organization Members make a difference in a meaningful way 11
  • 12.  Believe programs make an impact Are personally involved Personal satisfaction Wish to repay a previous debt Desire to be recognized or set example Wish to make their community a better place Respect the person who asks for a gift Wish to receive a tax deduction 12
  • 13. Plan Next Community Step Need Determine YMCA ProgramDonor’s Interest •Resources Identify InvestorsReport Back •Volunteers •Donors Meaningful Assign Thank You Relationships Prompt Build Acknowledgement Passion Ask 13
  • 14.  Set the direction to meet the community needs Provide oversight of plan accomplishment Resources are available to carry out mission/plan 14
  • 15.  Position for Fundraising Success: ◦ Operationally stable with financial integrity ◦ Invest in resources ◦ Follow financial development best practices ◦ Conduct a best practices Annual Community Support Campaign 15
  • 16.  Lives of children, families and individuals impacted Board views philanthropy as a top priority Leadership and staff view philanthropy as an essential part of YMCA culture YMCA positioned as a preferred charitable organization Intentional Donor-centered development program Giving is a satisfying experience 16
  • 17.  Provides opportunity to share our impact in communities Provides funding to maintain/expand programs Provides funding to assist participants Fosters the sense the YMCA is their YMCA Strengthen the YMCA Volunteer partnership Provides an opportunity for members to invest in their values Members practice health-enhancing value of philanthropy 17
  • 18.  Secures community investment Provides an opportunity to discover and develop leadership and personal skills Provides an opportunity to increase their circle of networks and friends Creates greater understanding of the wide scope and impact of YMCA programs 18
  • 19.  If 5-15% of goal, five essential factors are present: 1. Efficient and effective day-to-day management 2. Committed leadership from Board and membership 3. Volunteer campaigners 4. Membership that feels a sense of YMCA ownership 5. Committed well-organized professional staff 19
  • 20.  A process that yields significant resources A process of members asking members A program that fulfills our mission A program where staff support volunteers 20
  • 21.  Board Leadership Campaign Staff Campaign Chair’s Round Table ($1,000+) Member Involvement Teams 21
  • 22. BoardFinancial Development Committee Board Solicitation Committee Major Gifts Committee Campaign Steering Committee Fund Raising Event Additional Appeal Campaign Chair CRT Chair Teams Chair Spirit Chair 22
  • 23. CRT Chair Vice Chair Vice Chair Vice ChairCommittee Member Committee Member Committee MemberCommittee Member Committee Member Committee MemberCommittee Member Committee Member Committee MemberCommittee Member Committee Member Committee Member 23
  • 24. Teams Chair Section Leader Section LeaderDivision Leaders (4-6) Division Leaders (4-6) Team Captains (4) Team Captains (4) Campaigners (4) Campaigners (4) 24
  • 25.  Giving by board members is not optional 100% Board giving is essential Board should give 15 -20% of the total raised Board campaign leadership is essential 25
  • 26.  Plans and manages the campaign Leads, directs, trains Oversees development of a written plan Follows best practices for the campaign Assures success and satisfaction for all involved Accountable for the overall campaign success 26
  • 27.  Receive staff’s campaign recommendations Interpret the YMCAs need for campaigners and contributed support Recruit and supervise campaigners Raise contributed funds Assist with planning and execution Make their own meaningful gift 27
  • 28.  Draft the general plan Prepare the case and supporting materials Prepare a screened list of campaigner and donor prospects Conduct training Organize office mechanics Make the campaign a rewarding experience Support and motivate volunteers 28
  • 29.  Timing: ◦ 12 month attention and focus ◦ 4-6 week public phase 29
  • 30.  Use Activity Worksheet 1 – Campaign Effectiveness ◦ Step 1 – Rate current campaign ◦ Step 2 – Determine what you want your campaign to accomplish ◦ Step 3 – Identify challenges 30
  • 31.  Inadequate Board participation Incomplete prospect list Improper assignment of prospects Poorly trained campaigners Poorly planned report meetings 31
  • 32.  Faulty campaigner recruiting and training Leadership does not motivate or inspire others Inadequate case interpretation Inadequate campaign records and evaluation process Lack of commitment by top campaign leadership Gifts based on relationship with solicitor only 32
  • 33.  Clear, mission-driven case for support Board and leadership staff view philanthropy a top priority YMCA is a preferred partner for charitable investment Large and diverse group of donors Intentional donor-centered fundraising program Giving is a satisfying experience 33
  • 34.  Having positive program experiences They feel a part of the YMCA community Knowing the community-at-large will benefit Being asked to give by someone they know Using “Listen First” in all interactions Demonstrating how donations are put to work 34
  • 35.  What we covered: ◦ Apply the stewardship of the mission and philanthropic culture while protecting the YMCA’s charitable non-profit status ◦ Explain reasons the YMCA needs to raise charitable income on an annual basis ◦ Interpret the elements of fundraising success ◦ Describe the YMCA volunteer-driven, staff-supported annual campaign model ◦ Explain the roles of staff and volunteers in the year-round campaign effort ◦ Explain how the campaign strengthens relationships with YMCA members 35
  • 36.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 36
  • 37. YMCA of the USA 1
  • 38.  Upon completion of this module, you will be able to: • Develop a clear case for support statement • Establish the need for a case to seek donations • Actively promote the YMCA‟s definition of charity • Explain your case for support statement to donors • Identify factors of an appealing case statement • Identify communication vehicles and channels to carry the message of your case to potential donors 2
  • 39.  Do your Board and YMCA members truly understand the compelling need? Board ownership drives community compassion! 3
  • 40. The YMCA must do a better job ofcommunicating the need for donations andemphasizing that membership fees are not a substitute for donations. 4
  • 41.  Public awareness of the Y is dominated by “swim & gym” and other purchased services YMCAs concentrate on doing mission-based work, rather than talking about it Our tax exempt status is under fire 5
  • 42.  Words are powerful! The YMCA is a charitable not-for-profit community organization Avoid the phrase “Membership Organization” Actively promote a definition of “charity” 6
  • 43.  Be careful in talking about “our mission work” Don‟t confuse case with mission Don‟t apologize for fitness/wellness 7
  • 44.  Promote your strongest case Advance the cost-effectiveness Emphasize that everyone has needs Quantify your broad base and service impact Emphasize community-wide impact Build your case around issues and results Show how your Y addresses today‟s big issues 8
  • 45.  Validate the reason for the campaign Unite the campaign leadership Articulate how contributions will be invested Synthesize compelling facts and figures Include both people goals and dollar goals Provide an urgency 9
  • 46.  Serve as the basis for campaign public relations Consistent messaging Visionary and action-oriented Justifies need for charitable contributions Inspires the donors 10
  • 47.  Review the sample appeals Evaluate the appeals and decide: • Which would you give to? Why? • Who would you give a larger gift to? Why? 11
  • 48.  The appeal must be bigger than the organization It must stress opportunities It must be urgent It must feature a broad appeal It must be supportable There must be current interest It must be logical, inspiring and obtainable Finally, it must be brief 12
  • 49.  Make it meaningful Establish the organization‟s mission Tell your donors how they can make a difference Focus on the needs of the program participants – not features of the program Include stories on how individuals have benefited Include the benefits to the community 13
  • 50.  States the uniqueness of the YMCA in your community Tells where are the funds coming from States when funding is needed Motivates campaigners and donors Excites members and donors to action 14
  • 51.  Is focused and clear Relevant to community needs Is easy to grasp Evokes emotion Is supportable and logical Is donor-focused 15
  • 52.  State 2-3 community needs Determine subsidy and financial assistance Inform your audience how their donation will be spent Get your donor involved 16
  • 53.  Emphasize the organization‟s strategic vision Briefly restate the mission Pitch a final „ask‟ End with a dollar summary of the campaign goal Include who to contact for questions and their contact information 17
  • 54.  Use Activity Worksheet 2 – Case For Support Statement • Step 1 – Identify a community issue • Step 2 – Develop a key message • Step 3 – Identify a story to tell • Step 4 – Write your case statement bullet points • Step 5 – Develop a story to present to the Rotary club 18
  • 55.  Use Activity Worksheet 2 – Case For Support Statement • Step 6 – Review each other‟s case statement  use “Factors of an Appealing Case” criteria covered earlier  Identify areas for improvement  Document the feedback you receive to use in preparing your own case statement 19
  • 56.  Identify your audiences in priority order Create and share key messages Identify current YMCA communication mechanisms Make sure your internal audience has it right “Borrow from the best” Determine your best third-party Determine who will enforce the communications calendar 20
  • 57.  2 audiences: • Internal audience = members, volunteers and staff • External audience = prospective donors Develop strategies to get the message out Communication strategies must convey the YMCA as a community organization in need of charitable donations 21
  • 58.  During board member and staff recruitment At time of joining At new member, staff and board member orientations In regular newsletters Community events Presentations by YMCA leaders at programs and events 22
  • 59.  How YMCA programs have helped: • Children and youth deepen positive values, their commitment to service and their motivation to learn • Families build stronger bonds, achieve greater work/life balance and become more engaged with their communities • Individuals strengthen their spiritual, mental and physical well being 23
  • 60.  Welcome-to-the-YMCA materials Campaign volunteer communications Member and participant communications Donor newsletters Personal letters to donors Press releases 24
  • 61.  Public service announcements Program visits Special Events Bulletin Boards Reader Boards 25
  • 62.  What we covered: • Explain the importance of having a clear, concise case statement • List the questions a case for support should answer • Write an inspirational case statement to support your Annual Community Support Campaign fundraising priorities • Understand how to develop a year round communication plan utilizing different methods to articulate a clear mission-driven case for support 26
  • 63.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 27
  • 64. YMCA of the USA 1
  • 65.  Upon completion of this module, you will be able to: ◦ Assess strengths and weaknesses of current Annual Community Support Campaign ◦ Develop the metrics that will be tracked on an annual basis to measure progress ◦ Determine strategies for Board commitment and buy-in to conduct a proven practice board solicitation. ◦ Utilize process of goal and plan approval to get board buy-in for best practice campaign process 2
  • 66.  Activities should be focused on developing a feeling of belonging Membership = all the families, adults and children who participate in any YMCA program YMCA Membership Characteristics = Sense I belong here 3
  • 67.  YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission through all economic conditions 4
  • 68.  Holistic development of children and youth Family strengthening Health and well-being for all 5
  • 69.  A process that yields significant resources A process of members asking members A program that fulfills our mission A program where staff support volunteers 6
  • 70.  Board Leadership Campaign Staff Campaign Chair’s Round Table ($1,000+) Member Involvement Teams 7
  • 71. BoardFinancial Development Committee Board Solicitation Committee Major Gifts Committee Campaign Steering Committee Fund Raising Event Additional Appeal Campaign Chair CRT Chair Member Involvement Teams Chair Spirit Chair 8
  • 72.  Annually review the overall campaign effort Examine what works, how next year can be better Discover what practices need to change Involve volunteers in developing improvements 9
  • 73.  Measure success more than money raised Build strategies for sustainability Provides milestones for celebration Determine areas that need strengthening 10
  • 74.  Use Activity Worksheet 1 – Sample Assessment ◦ Step 1: Review and discuss a sample assessment ◦ Step 2: Identify strengths of the campaign ◦ Step 3: Identify weaknesses of the campaign ◦ Step 4: Pick two success indicators to focus on ◦ Step 5: Why these two success indicators? 11
  • 75.  Use Activity Worksheet 2 – My Campaign Assessment Part 1 ◦ Step 1: Identify two priority campaign success indicators to work on next year. ◦ Step 2: Why are these two success indicators important? 12
  • 76.  Use Activity Worksheet 2 – My Campaign Assessment Part 2 ◦ Step 1: Rank Your Campaign Proven Practices  Quickly rank 2 segments of your campaign using the Proven Practices for Campaign Success 1, 2, 3 ranking system 13
  • 77.  Use Activity Worksheet 3 – Campaign Success Part 1 ◦ Step 1: Tracking Success Indicators  Using the campaign success indicators, you will see on the vertical axis Success Indicators and on the horizontal axis the Financial Development best practices listed.  In your assigned category place an X in the box that reflects which best practice area on the horizontal line could be partially measured by the success indicators on the vertical axis. 14
  • 78.  Use Activity Worksheet 3 – Campaign Success Part 2 ◦ Step 1: Success indicators I currently track ◦ Step 2: Success indicators I will want track for the next three years ◦ Step 3: How I will collect information on these metrics 15
  • 79.  Inner family should be asked by peers Organized effort will yield greater dollars Donors ask if Board gives Increases commitment to YMCA Role model how board members should ask others Make own gift first before asking Increases Board stature and self worth 16
  • 80. Step 1 Brief Board Chair and Executive Committee on benefits of the planStep 2 Present the plan to the Board Executive CommitteeStep 3 Present the plan to the board for review and approvalStep 4 Board Chair appoints Chair and members to Board Solicitation Committee 17
  • 81. Step 5 Board Solicitation Committee meets to review its assignmentStep 6 Committee members begin personal contacts with board membersStep 7 Maintain momentum with regular reports to check progressStep 8 Announce the results 18
  • 82.  Involve key volunteers in major decision making Interpret for board members the importance of the campaign and their involvement Recruit Campaign Leaders Provide an overview and interpretation to campaigners Provide a backup to decision making 19
  • 83. • Purpose and Objectives • Action steps defining• Decision-Making Process strategies to achieve• Key Leadership campaign goals Functions • Organizational chart• Description of the • Calendar and chart of Campaign Organization work• Committee Functions • Job descriptions• Best Practices/ Keys to • Expense budget success • Case Statement/• Goals/ success Interpretation Strategies indicators 20
  • 84.  What we covered: ◦ Assess strengths and weaknesses of current Annual Community Support Campaign ◦ Develop the metrics that will be tracked on an annual basis to measure progress ◦ Determine strategies for Board commitment and buy-in to conduct a proven practice board solicitation. ◦ Utilize process of goal and plan approval to get board buy-in for best practice campaign process 21
  • 85.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 22
  • 86. YMCA of the USA 1
  • 87.  Upon completion of this module, you will be able to: ◦ Know how to utilize a team to develop or revise your Annual Community Support Campaign plan ◦ Develop campaign timeline and benchmark indicators ◦ Describe how to identify and develop prospect lists for campaign donors and campaign volunteers ◦ Strategize ways to develop and implement a year round donor development plan ◦ Develop and manage a campaign structure ◦ Plan how to provide campaign volunteer acknowledgement, education, support and inspiration 2
  • 88.  Activities should be focused on developing a feeling of belonging Membership = all the families, adults and children who participate in any YMCA program YMCA Membership Characteristics = Sense I belong here 3
  • 89.  YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission through all economic conditions 4
  • 90.  Holistic development of children and youth Family strengthening Health and well-being for all 5
  • 91.  A process that yields significant resources A process of members asking members A program that fulfills our mission A program where staff support volunteers 6
  • 92.  Board Leadership Campaign Staff Campaign Chair’s Round Table ($1,000+) Member Involvement Teams 7
  • 93. BoardFinancial Development Committee Board Solicitation Committee Major Gifts Committee Campaign Steering Committee Fund Raising Event Additional Appeal Campaign Chair CRT Chair Member Involvement Teams Chair Spirit Chair 8
  • 94.  Recruit Chairs & Executive Committee Members Develop the format for the Campaign Plan Meet with campaign leaders to: ◦ Determine goals ◦ Approve the campaign plan major strategies ◦ Draft the case statement ◦ Determine the internal theme for campaign volunteers ◦ Determine ways to articulate the impact of charitable donations before, during and after the campaign 9
  • 95.  Volunteers and staff together formulate policy Volunteers alone determine (approve) policy Staff execute policy Together they build the campaign case and plan The Board approves the campaign goal The staff Campaign Director oversees execution of the campaign 10
  • 96.  Draft the campaign plan Prepare the case and supporting materials Prepare a screened list of campaigner and donor prospects Conduct training Organize office mechanics Make the campaign a rewarding experience Motivate volunteers 11
  • 97.  Receive staff’s campaign recommendations Interpret the YMCAs need for campaigners and contributed support Recruit and supervise campaigners Raise contributed funds Assist with planning and execution Make their own meaningful gift 12
  • 98.  What Leadership Volunteers want: ◦ Satisfaction from contributing to a worthy cause ◦ To make a difference within their community ◦ Help others less fortunate ◦ To give back for the blessings they have received ◦ Allegiance and respect for the person who recruited them ◦ To network and meet new people ◦ To be on a winning team 13
  • 99.  Campaign Chair Campaign Vice Chair Three or Four Appointed Board Members Board Chair Campaign Director/Assistant Campaign Director CRT and Member Involvement Teams Division Organization ChairsPossibly: Previous Campaign Chairs Division Leaders Spirit Chair 14
  • 100.  A high level of commitment to success Enthusiasm for the case Ability and willingness to give at a high level Generosity with his or her time Discipline and accountability 15
  • 101.  Write an acknowledgement letter Send an email or voice mail thank you message the day the campaign volunteer is recruited Have those recruited fill out a campaign commitment card Meeting hosted by campaign chair 16
  • 102.  Case Organizational Structure & Position Descriptions Leadership Calendar Success Indicators Goal Pyramid of gifts needed Number of volunteers needed Budget Campaign Strategies & Proven practices 17
  • 103.  Evaluation of previous campaign Development of plan strategies Recruitment Coaching staff and volunteers Asking Thanking donors in a meaningful way Reporting to donors and campaign volunteers 18
  • 104.  Raising funds during the summer is nearly impossible Avoid major holiday conflicts Assure time demands don’t interfere with other major events Avoid times donors/campaigners take extended vacations Timing in fiscal year 19
  • 105.  Benefits: ◦ Leads to more successful campaigns ◦ What should get done today will get done today ◦ Gives everyone a clear vision of the big picture 20
  • 106.  Board Solicitation Staff Solicitation Chair’s Roundtable Member Involvement Teams Clean-up Evaluation 21
  • 107.  Interpret the campaign case Describe the plan and the volunteers roles Discus ideal personality traits and skills needed for the positions to be recruited ◦ Commitment ◦ Team Work ◦ Power to influence End with motivational words 22
  • 108.  Evaluate/ recommend changes for improvement Set goals and benchmarks Identify, recruit, motivate, coach and thank volunteers Cultivate, recognize, coach and thank Identify strategies for attracting new donors Create case marketing strategies Set up the administrative processes 23
  • 109.  Use Activity Worksheet 1 –Campaign Planning Document, page 3 ◦ Step 1 - Review the Campaign Success Indicators ◦ Step 2 - Identify which indicators you currently measure ◦ Step 3 - Identify indicators you wish to measure 24
  • 110.  Chair’s Round Table seeks gifts of $1,000 or more Member Involvement Teams seeks gifts of at least $100 - $999 CRT campaigners must: ◦ Have the capacity and give a minimum of $1,000 ◦ Be comfortable asking others to give at that level Both must be able to recruit others and articulate the case. 25
  • 111.  The campaign structure size depends on: ◦ How many gifts do you need to renew and increase this year? ◦ How many new gifts do you need to secure this year? Gift renewals depend on getting last year’s volunteers to return A goal of every campaign is to increase the number of gifts and the level of previous gifts 26
  • 112.  Personal Qualities ◦ Understanding and belief in the case statement ◦ Committed to the success of the program ◦ Committed to proven practices ◦ Enthusiastic, optimistic, positive Personal Skills ◦ Able to manage groups of people ◦ Capable of motivating and inspiring others ◦ Able to organize and follow-through on key activities ◦ Willing to commit the necessary time 27
  • 113.  Determine how many volunteers at what level you will need List the names of volunteer candidates that have the right skills and competencies Develop a prime candidate list for each level 28
  • 114.  List prepared by staff from: ◦ YMCA donor lists ◦ Members with potential ◦ YMCA committees and task forces Other Community Lists: ◦ Key service club rosters ◦ Chamber of Commerce membership list ◦ Business lists ◦ Professional lists ◦ Large contributor lists 29
  • 115.  Three Appraisal Steps: ◦ Who has the capacity to contribute at least $1,000 annually? ◦ Who has the capacity to contribute at least $2,500 annually? ◦ Who has the capacity to contribute at least $5,000 annually? 30
  • 116.  Prepare the list of CRT potential donors Separate list for returning committee members Allow ample time for list review Dont list previous donation amounts or a suggested "ask" amount Committee members indicate prospect relationships Committee members indicate new prospects 31
  • 117.  Provides access to quality program experiences for all Inclusion as part of the YMCA community Promotes YMCA philanthropic values Increased donations over time Educate the membership on YMCA impact 32
  • 118.  YMCA past donor list People of potential, identified from the YMCA’s membership and programs Current and past volunteers who are already committed to the work of the YMCA 33
  • 119. Plan Next Community Step Need Determine YMCA ProgramDonor’s Interest •Resources Identify InvestorsReport Back •Volunteers •Donors Meaningful Assign Thank You Relationships Prompt Build Acknowledgement Passion Ask 34
  • 120.  Best management tool you can provide CRT leadership, Team Captains and Division Leaders Set and communicate schedule for sending reports Make a copy and mail/e-mail it to that campaigner and supervisor Supervisor assesses where help is needed 35
  • 121.  Production information includes: ◦ How many visits are complete ◦ How much money has been donated/pledged ◦ How much money has been collected ◦ Number of turn-downs ◦ How many follow-ups need to be made ◦ Progress toward achievement of the team goal ◦ Progress compared to this time last year 36
  • 122.  Build community Convey information Thank and recognize accomplishments Train/Coach Inspire Have fun 37
  • 123.  Have a written, timed agenda Chaired by volunteers Use scripts and rehearse Planned around a meal Inspire the audience 38
  • 124.  Bold, legible name tags Professional looking printed materials Upbeat music, decorations Provide child care Involvement, fellowship 39
  • 125.  What we covered: ◦ Know how to utilize a team to develop or revise your Annual Community Support Campaign plan ◦ Develop campaign timeline and benchmark indicators ◦ Describe how to identify and develop prospect lists for campaign donors and campaign volunteers ◦ Strategize ways to develop and implement a year round donor development plan ◦ Develop and manage a campaign structure ◦ Plan how to provide campaign volunteer acknowledgement, education, support and inspiration 40
  • 126.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 41
  • 127. YMCA of the USA 1
  • 128.  Upon completion of this module, you will be able to: ◦ Understand what motivates volunteers ◦ Describe the responsibilities and competencies for the staff and volunteer roles ◦ Conduct a recruitment draft to select volunteer prospects for your campaign ◦ Demonstrate how to coach volunteers to recruit their peers 2
  • 129.  Activities should be focused on developing a feeling of belonging Membership = all the families, adults and children who participate in any YMCA program YMCA Membership Characteristics = Sense I belong here 3
  • 130.  YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission through all economic conditions 4
  • 131.  Holistic development of children and youth Family strengthening Health and well-being for all 5
  • 132.  A process that yields significant resources A process of members asking members A program that fulfills our mission A program where staff support volunteers 6
  • 133.  Board Leadership Campaign Staff Campaign Chair’s Round Table ($1,000+) Member Involvement Teams 7
  • 134. BoardFinancial Development Committee Board Solicitation Committee Major Gifts Committee Campaign Steering Committee Fund Raising Event Additional Appeal Campaign Chair CRT Chair Member Involvement Teams Chair Spirit Chair 8
  • 135.  Have a feel for community needs Expand the network of the YMCA Have greater credibility asking their peers Can make more personal, face-to-face contacts Know the value of YMCA programs Can exert more leverage, collect debts Provide peer to peer solicitation Show excessive pride in the YMCA and staff Provide long-term, consistent leadership 9
  • 136.  Increased leadership training Opportunities for meaningful community service, personal health and spiritual enhancement Increased understanding of personal values Increased self confidence and self-worth Increased feelings of association Increased fun and fellowship 10
  • 137.  Together they build the campaign case and plan The Board approves the campaign goal The Campaign Director oversees execution of the campaign 11
  • 138.  Draft the general plan Prepare the case and supporting materials Prepare a list of campaigner and donor prospects Conduct training utilizing volunteers Organize office mechanics Make the campaign a rewarding experience Motivate volunteers 12
  • 139.  Receive staff’s campaign recommendations Interpret the YMCAs need for campaigners and contributed support Recruit and supervise campaigners Raise contributed funds Assist with planning and execution Make their own meaningful gift 13
  • 140.  Are contributing to a worthy cause Want to make a difference within their community Helping others less fortunate Are giving back 14
  • 141. Board Board Solicitation Committee Campaign Steering Committee Campaign Chair CRT Chair Member Involvement Teams Chair Spirit Chair Vice Chairs Section Chairs Meals Awards/PrizesCommittee Members Division leaders Entertainment Team Captains Decorations Campaigners PR/Information 15
  • 142.  Recruit from the top of organization down Recruit one level at a time Recruitment deadlines must be thoughtfully sequenced Disclose that you have submitted your own gift 16
  • 143.  Personal Qualities ◦ Understanding and belief in the case for support ◦ Committed to the success of the campaign ◦ Committed to using proven practices ◦ Enthusiastic, optimistic, positive Personal Skills ◦ Able to manage groups of people ◦ Capable of motivating and inspiring others ◦ Able to organize and follow-through on key activities ◦ Willing to commit the necessary time 17
  • 144. Identifying Your Best VolunteerProspects Involved YMCA members, volunteers, donors Develop a master list of volunteer candidates Utilize a draft system for volunteer candidates 18
  • 145.  Prepare a screened list of prospective campaigners Prepare recruitment cards for each volunteer candidate Prepare a tracking/control system 19
  • 146.  Encourage volunteers recruiting to think about: ◦ What the YMCA means to you ◦ What your YMCA does for the community ◦ Your important leadership role in the campaign ◦ What campaign success will accomplish ◦ Why someone should be proud to be a part of this great community effort 20
  • 147.  Thank prospects for the consideration and keep the door open for help in next year’s campaign A "turndown" is not a personal rejection Procrastination prevents success 21
  • 148. Supporting the RecruitmentProcess Personal thank you note from campaign chair ◦ Position description ◦ Important dates E-mail from recruiter ◦ Glad to have you on the team Send progress reports on a regular basis ◦ Individual ◦ Team ◦ Entire campaign 22
  • 149.  Inspiration ◦ Interpretation of the Campaign Case Campaign plan – Where I fit ◦ Volunteer’s role and responsibilities Personality traits and skills ◦ For positions that will be recruited 23
  • 150.  Personal visit from someone you know Personal visit from someone you do not know Personal telephone call from someone you know Personal call from someone who has something in common with you Personal letter from someone you know Personal e-mail from someone you know E-mail from someone you do not know Form letter sent to many individuals Personal phone call from someone you do not know or have anything in common with Letter from someone you do not know but respect Letter from someone you do not know Posters or advertisements requesting help 24
  • 151. Recruitment Progress Report Name of every campaign recruiter Names of those recruited to date Sense of Urgency ◦ Number of days left before the deadline Inspiration ◦ A quote from an individual or family member helped by campaign-supported YMCA programs Congratulate ◦ Those who have completed their assignment 25
  • 152.  What we covered: ◦ Understand what motivates volunteers ◦ Describe the responsibilities and competencies for the staff and volunteer roles ◦ Conduct a recruitment draft to select volunteer prospects for your campaign ◦ Demonstrate how to coach volunteers to recruit their peers 26
  • 153.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 27
  • 154. YMCA of the USA 1
  • 155.  Upon completion of this module, you will be able to: ◦ Utilize campaign events, reports, coaching sessions to motivate, inspire and educate campaign volunteers ◦ Coach others to articulate the case for support ◦ Effectively support campaign volunteers during the campaign ◦ Develop efficient systems to support the campaign ◦ List strategies for wrapping up a campaign after the public phase 2
  • 156.  Activities should be focused on developing a feeling of belonging Membership = all the families, adults and children who participate in any YMCA program YMCA Membership Characteristics = Sense I belong here 3
  • 157.  YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission 4
  • 158.  Holistic development of children and youth Family strengthening Health and well-being for all 5
  • 159.  Special campaign events include: ◦ Galas ◦ Golf Tournaments ◦ Sporting events ◦ Auctions Main campaign events include: ◦ Coaching Events for Volunteers ◦ Kick-off Event 6
  • 160.  One to two weeks prior to Kick-off Focus: ◦ Introduce team members and build bond with Team Leader ◦ Train volunteers on how to effectively ask for a contribution ◦ Inspiration ◦ Training on campaign mechanics and their role in campaign success
  • 161.  Focused on training campaigners and be held separate from the campaign kickoff event Informal in atmosphere Detailed agenda Well organized with specific objectives Separated training segments for experienced campaigners and new campaigners Led by volunteers in top campaign roles An opportunity to practice asking/answering questions and managing challenging situations Offered at multiple times to ensure maximum attendance. 8
  • 162.  Inspire Motivate Excite your volunteers on being involved in a large successful community event, and “Kick off” the solicitation process 9
  • 163.  Sets the tone for the campaign ◦ Schedule over a meal, i.e. breakfast/lunch ◦ Should not exceed 1 hour to 1.5 hours Sample Kick-Off Meeting Agenda: ◦ Introduction to an internal campaign ◦ Invocation ◦ Welcome and introductions ◦ Introduce divisions and teams ◦ Distribute and review campaigner kits ◦ Share personal testimonials ◦ Closing challenge ◦ Communicate date, day, time and place for first report meeting 10
  • 164.  Thank you letter from campaign chair Impact statements that highlight the value of the YMCA in your community YMCA case brochures Pledge cards Listing of still available prospects Suggested steps for successful solicitation Directions for filling out the pledge card Campaign organization chart Answers to FAQs and contact for questions Contact for questions (name, phone number, email) Report dates and templates 11
  • 165.  Provide inspiration Check on the progress of Team Members Check points Gather information for accurate record keeping Post progress for each team, division and section Recognize campaigners for reaching their goals Provide mentoring/coaching Answer questions 12
  • 166.  Event objectives: ◦ Make the campaign deadline realistic ◦ Forum for reporting results from all ◦ Thanks volunteers in special way ◦ Recognition ◦ Celebrate achievement ◦ Make everyone feel valued so they want to help with next year’s campaign 13
  • 167.  Inspiration, motivation, education and recognition Plan around a meal = RSVP Use time productively – short, meaningful agenda with professional materials Utilize personal experiences End on a high note Other helpful hints: ◦ Set dates and locations to accommodate schedules. Provide childcare options ◦ Reminder call from Team Leader. 14
  • 168.  Use Activity Worksheet 1 – Campaign Event Plan ◦ Step 1: Make it a great event  Outlining a timed and scripted agenda that is 1 – 1.5 hours long to accomplish the objectives listed in the worksheet. Include where it will be held, time of day, and any other important factors that will assure good attendance ◦ Step 2: Determine how you will implement and use these key elements of your event 15
  • 169.  YMCA Philanthropic culture calls for: ◦ Utilizing volunteers to ask for gifts ◦ Asking for an investment should be personal and face to face in order to bring the prospect closer to understanding the YMCA ◦ Staff developing successful volunteer leadership 16
  • 170.  Production reports Weekly phone/email contact Team meetings with the volunteer Team Leader Attendance at campaign events Special check lists and calendars Point system Position descriptions 17
  • 171.  Greeting Purpose for the visit Commitment Presentation of the philanthropic opportunity Discussion of opportunities Close – the ask is made Wait – be silent and wait for response Thank you – even if gift is not secured Confirmation – if gift is secured 18
  • 172.  Project assignment should be intentional Select prospects you know or have a common interest with Avoid cold calls Align with community interests and involvement Take a partner on asks of $250 and above Call your easiest prospect first Anticipate resistance Determine an asking or “hoped for” amount BE SILENT and wait for a response Say “thank you” and mean it Notify YMCA of your results 19
  • 173.  “…hope you can see your way clear to give $100 per month…” “…would you join me in making a gift of $50 each quarter...” “… I would like that you consider being one of the lead donors with a gift of $XXX to help accomplish (results) for (kids in our community) .” “Would you consider a pledge of $XXX for this project?” 20
  • 174.  Maintain personal contact Assure them they have knowledge/materials for a successful visit Encourage report meeting attendance Send out production reports weekly Recognize volunteers for reaching their personal goals Points are awarded for attending meetings Provide personal reminders for meetings 21
  • 175.  Recruiting commitment card & control system Pledge card system Preferred-prospect requests Recruitment & Campaigner production sheet Audit Pledge/Contribution tracking system Campaigner history records 22
  • 176.  Determine how many prospective needed Build your potential campaigner prospect list Print you campaigner commitment cards Prepare a screened flat list for the Division Leader’s and Team Captain’s meeting ◦ Prepare another flat list of the prospective campaigners for the Team Captains meeting Fill out the control stub and turn into YMCA staff When recruited, fill in the main body of the card with volunteer information 23
  • 177.  Years of involvement in programs, gift of $200+ Years of involvement in programs, gift of $100- $199 Years of involvement in programs, gift of $50-99 Years of involvement in programs, no prior gift Single family member involved in a single program for first year and no prior gifts Donors of $100+, no current YMCA involvement Anyone with capacity to give $100+, no current involvement or donor history 24
  • 178.  Returning campaigners should call on those from whom they secured contributions last year. Send them a copy of the preferred prospect request form Set a cutoff date of about one week prior to the kickoff for the return of these forms This form should be returned to the campaigner with the requested pledge cards in the kit 25
  • 179.  Best management tool you can provide Team Captains and Division Leaders Prepare individual campaigner production reports as campaigners are enlisted Send copies to campaigner and supervisors 26
  • 180.  Immediately after kickoff Following each report date 27
  • 181.  Use team and division report envelopes Auditors must open and verify the contents against what is written on the outside At least two people should be involved in the opening of envelopes containing cash or checks Hard copies of all donor records must be retained for at least three years. 28
  • 182.  Minimum information to keep on each contributor: ◦ Name, address, and telephone ◦ Total amount of gift ◦ Campaigner securing contribution ◦ Date received ◦ Pledge payment schedule ◦ Receipt number Minimum information to keep for each pledge payment: ◦ Amount of payment received ◦ Date received ◦ Receipt number 29
  • 183.  Campaigners name, address, home, and business phone number Campaign activity year by campaign year, including: ◦ Position within the campaign ◦ Goal and dollar amount produced ◦ If recruiter, goal and number recruited ◦ If campaign leader, unit goal and dollars produced ◦ Major campaign meetings attended 30
  • 184.  Extending the campaign  Statistical analysis Clean-up efforts  Personal Production Acknowledge gifts Evaluation Thank volunteers  Leadership evaluation Volunteer Feedback  Pledge collection Donor recognition 31
  • 185.  Don’t, instead... ◦ At Victory celebrate all wins, thank and release everyone…. ◦ Announce there will be an ABCD Clean-up effort 32
  • 186.  Above and Beyond the Call of Duty Re-recruit Key Campaigners for a NEW effort Retrieve pledge cards for prospects not contacted Evaluate and prioritize outstanding donor prospects Make face-to-face for top prospects Make it short - 2-3 week timeline 33
  • 187.  What we covered: ◦ Utilize campaign events, reports, coaching sessions to motivate, inspire and educate campaign volunteers ◦ Coach others to articulate the case for support ◦ Effectively support campaign volunteers during the campaign ◦ Develop efficient systems to support the campaign ◦ List strategies for wrapping up a campaign after the public phase 34
  • 188.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 35
  • 189. YMCA of the USA 1
  • 190.  Upon completion of this module, you will be able to: ◦ List methods to effectively evaluate the campaign ◦ Determine model practice recommendations for the next campaign ◦ Identify competencies needed and suggest potential leadership volunteers for future campaigns 2
  • 191.  The evaluation will provide critical information to base recommendations and plans for next year Volunteers appreciate a chance to offer their ideas, impressions and recommendations 3
  • 192.  Pay attention to the form layout and questions Make sure it’s easy to capture the feedback received Provide a self-returned stamped envelope or make the form a self-mailer 4
  • 193.  Campaign position and amount raised (to aid with your tabulation) How many years involved with the campaign? Major meetings/events attended What was most rewarding about the experience? What was most motivating and helpful during the campaign? Specific areas of concern (or suggested improvements: meetings, recognition methods, campaigner materials, training, support during the campaign) Open-ended questions that request elaboration 5
  • 194.  A good return rate is 20% Tabulate data as soon as feedback is received Establishing trends early In addition to the raw totals, make comparisons 6
  • 195.  Involvement by Program Area Board Participation Campaigner Production Contribution Analysis 7
  • 196.  Involvement by Program ◦ Percentage of the households involved by program area ◦ Average gift size within each program category ◦ Percentage of contributions received from these program areas ◦ Total amount raised by campaigners with primary association to these program areas 8
  • 197.  Board Participation ◦ Percentage of board members who gave ◦ Average or median board member contribution ◦ Percentage of board members who raised additional funds in the campaign ◦ Total amount raised 9
  • 198.  Campaigner Production ◦ Average or median amount raised ◦ Percentage of the campaign force that was productive ◦ Percentage of the total number of renewals 10
  • 199.  Contributor Analysis ◦ Number of facility members that give. ◦ Percentage of contributions received versus turndowns ◦ Percentage of gifts:  less then $25  $25 to $50  $50 to $99  $100 to $249  $250 to $499  $500 to $999  $1000 and up 11
  • 200.  Include a self-addressed return feedback form Include a paragraph on the importance of gathering their feedback with a specific time when a volunteer will call them to gather their feedback Include contact information for them to call to provide feedback Provide an e-mail link where they could take a survey on-line. 12
  • 201.  They are contributing to a worthy cause They want to make a difference within their community They are helping others less fortunate They are giving back Allegiance to the person who recruited them Network and meet a new group of people over a common cause To be part of something successful 13
  • 202.  Does the individual have the skills and knowledge needed for the position? Did the individual fulfill the requirements of the position? Did the individual go above and beyond the requirements of the position? Were there areas where the individual fell short of the position expectations? Did the individual express interest in serving in the same role next year? Are there candidates better suited to fulfill this role? Is this individual ready to move up to a higher leadership role with the campaign for next year? Did this individual receive coaching and made improvements from the coaching session(s)? 14
  • 203.  Explain the objective of the meeting Share the results of the tabulated evaluations Document all comments and recommendations Focus on how to provide volunteers with the best possible campaign experience Review written campaign plan End on a positive 15
  • 204.  Identify 2-3 potential key leadership for next year Pencil in key dates for next years campaign calendar Work with Board Chair and identify and recruit Campaign Chair for next year Utilize new ideas and suggestions while they are fresh in your mind 16
  • 205.  What we covered: ◦ List methods to effectively evaluate the campaign ◦ Determine model practice recommendations for the next campaign ◦ Identify competencies needed and suggest potential leadership volunteers for future campaigns 17
  • 206.  Identify 3 key actions you are going to take when you get back to your YMCA Identify a time-frame when you will accomplish those actions 18