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If you don\'t ask you\'ll never know.

If you don\'t ask you\'ll never know.

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  • 1. Fundraising 101 If you don’t ask you’ll never know…
  • 2. Overview
    • Who gives?
    • Fundraising Plan
    • Key Players
    • Sources of Giving
    • Additional Resources
  • 3. Who gives?
    • The majority of individual donations come from households making less than $50,000 per year.
    • Women give more often and leave more money to nonprofits.
    • 7 out of 10 individuals donate.
    • More money available than you might think.
    • People you might not suspect.
  • 4. Giving in 2005 Total: $260 Billion!
    • Growth of 6.1 % from 2002 report
    • Increase in disaster relief: $7.37 billion between December 2004 and October 2005
    • Individuals give about 2.2% of their disposable income
    • Bequests dropped 5.5%
    • Foundation giving rose 5.6%
    • Corporate giving grew by 22.5%!
    Giving USA, 2006
  • 5. The Fundraising Plan
    • Why plan?
    • Funding history
    • Goals: Set yourself up for success
    • Budget
    • Diversity
    • Case statement and summary page
  • 6. The Fundraising Plan (con’t)
    • Organizational Analysis: SWOT Analysis
    • Leadership analysis: professional development
    • Marketing strategy
    • Calendar of deadlines and goals
    • Consultant
    • Inclusive approach
  • 7. Case Statement
    • Statement of need- what do you need?
    • Mission
    • Background
    • Successes
    • Quotes from people who benefit from your mission
    • Share this with donors and volunteers
    • Summary page
      • Sums up the case statement
  • 8. Organizational Analysis
    • Are we ready?
    • Can we realistically meet our goals?
    • What are our strengths and weaknesses?
    • Who are our stakeholders?
    • SWOT analysis (Strengths, Weakness, Opportunities, Threats)
  • 9. Marketing
    • Allows you to advertise a need
    • Set goals
    • Who are your targets?
    • Use newspapers, print and electronic media
  • 10. Marketing: The message
    • Believe in your mission
    • Consider focus groups to test messaging
    • Focus on success not desperation
    • Invite people into an investment
    • Marketing materials
  • 11. Marketing: Resources
    • www.bizjounals.com
    • www.newslibrary.com
    • www.newsdirectory.com
    • Local Newspaper
    • Local TV station
  • 12. Key players
    • Board of Directors
    • Executive Director
    • Development Director
    • Staff
    • Volunteers
    • Current donors
  • 13. Key Players: Board of Directors
    • Board and Director share some responsibilities
    • Communication and trust
    • Defines the agencies direction while the staff implements
    • Need job description and board policies
    • Fundraising
    • 100% giving
  • 14. Key Players: Executive Director
    • Must fundraise!
    • Leadership
    • Balancing Act
    • Job description
  • 15. Key Players: Development Director
    • ED may play that role temporarily
    • Development helps the ED, tracks donors, works with the board, makes sure acknowledgments happen
    • Needs job description and specific REALISTIC goals to measure success
  • 16. Key Players: Staff and Volunteers
    • Staff always have the opportunity to help raise funds
    • Communicate strategies
    • Share materials
    • Share success!
    • Include them in recognition
  • 17. Key Players: Current donors
    • Leverage networks
    • Make introductions
    • Share positive experiences
    • Increase investment
  • 18. Sources of Giving
    • Individuals
    • Special Events
    • Earned Income
    • Corporations
    • Religious Community
    • Planned Giving
    • Campaign Gifts
    • Grants
  • 19. Individuals: Advantages
    • People give to people!
    • Most reliable source of funding
    • Less time to raise the money
    • Largest source of funding
    • 501c3 tax credit not completely necessary
  • 20. Individuals: Prospect Research
    • Who do you know?
    • Who does your organization know?
    • Use the resources you already have: Board of directors, volunteers, etc.
    • Collaborate with like-minded groups
    • Are their business partners that would be willing to donate?
  • 21. Individuals: Strategies for donors
    • Determining your donor size
    • Who are the people who can help contact donors?
    • Constantly keep in mind how to cultivate and move donors up in the pyramid.
  • 22. Individuals: Small donor strategies
    • Approximately $5-$100
    • Always have clear goals
    • Direct Mail
    • Online giving
    • Face-to-face meeting
    • Phone calls
  • 23. Individuals: Medium donor strategies
    • Approximately $500 to $999
    • The folks in the middle are usually willing to give more than they can afford.
    • You will find a high-volume of donors in this range.
    • Similar strategies with small donors, but increased personal attention and recognition.
  • 24. Individuals: Major donor strategies
    • $1000 and higher
    • Rule of thirds
    • Prospect research
    • Executive Director and/or Board Chair
    • Listening is especially important here when asking for a gift
    • Donors want to connect to personal experience
    • Major donors are motivated by giving back. Let them know your group is a good place to do this.
  • 25. The Giving Pyramid: Number of Donors Major Annual
  • 26. The Giving Pyramid: Money Raised Annual Gifts Major Gifts 60% 70%
  • 27. Individuals: Cultivation
    • Each prospective donor is different. Listening will help you determine the donor’s interests and needs
    • Rehearse what you will say prior to any meeting or phone call with a donor
    • Make sure to ask your donors questions
    • Be positive
    • Don’t forget to ask!
  • 28. Individuals: Asking for the gift
    • Note that you are both interested in the mission and common goals
    • Highlight benefits and successes of the org
    • Ask for the gift
    • Restate the investment opportunity
    • Highlight the benefits of the investment
    • Restate the requested amount
    • Wait…
    Adapted from Community Resource Center Cultivating Major Gifts
  • 29. Individuals: Recognition
    • Acknowledgment letter with 501c3 information goes out within 7 days of gift
    • Set a goal of thanking donor an average of 7 times before asking them for another gift
    • Track your gifts and donors
    • Highlight how their investment has benefited the organization and mission
    • Donor fatigue
  • 30. Individuals: Research websites:
    • Internet Prospector: www.internet-prospector.org
    • Lexis Nexis: www.lexis-nexis.com
    • Yahoo’s People Search: http:// people.yahoo.com
    • Edgar People: www.edgar-online.com/people
    • Wealth Engine: www.wealthengine.com
    • Local newspapers/business journals
  • 31. Special events
    • Controversy on the benefits
    • Costly, time-consuming
    • Good networking and introduction to mission
    • Be very selective
    • Consider collaboration
    • Make sure it is in line with your mission
  • 32. Specials events
    • House parties
    • Silent Auctions
    • Dinners
    • Garage Sales
    • Open House
    • Other benefit events
  • 33. Earned Income
    • Selling services
    • Trainings
    • Renting space
    • Beware of UBIT (Unrelated Business Tax Income)
  • 34. Corporations
    • 80% of consumers have a more positive outlook on corporations that engage in philanthropy (Cone and Roper Survey)
    • Corporations look to nonprofits to help identify with the community who contains their consumers
  • 35. Corporations: Advantages
    • Philanthropy
    • Advertising
    • Equipment
    • Printing
    • Expertise
    • Facilities
    • Employees (Board of Directors)
  • 36. Corporations: Questions
    • Will this corporate partnership benefit the organization?
    • Is it appropriate?
    • What expectations does the corporation have?
    • Will there be a benefit to the corporation?
    • Do we have a committee with which to work?
    • What are the strengths and weaknesses of the partnership?
  • 37. Corporations: Resources
    • Corporate Websites and Research
    • Edgar: www.freeedgar.com (free)
    • www.edgare-online.com
    • Hoovers: http:// hoovers.com
    • Foundation Center: www.fdncenter.com
  • 38. Religious Community
    • Local, state and national congregations
    • Build relationships by attending services and meeting with leaders in the religious community
    • Advertise in their newsletters or ask to speak to the congregation
    • Build relationships within the constituency
    • Consider joint fundraising events
  • 39. Planned Giving
    • “ Arrangements made for a group to receive contributions from the estate of a donor after the donor has died.” (Klein, 2001)
    • Bequests
    • Charitable Gift Annuity
    • Trusts
    • Gifts from Insurance and Retirement Funds
    • More sophisticated
    Fundraising for Social Change , Kim Klein, 2001
  • 40. Campaign Gifts
    • Capital Campaign
    • Annual Campaign
    • Planned Giving Campaign
    • Major Gifts Campaign
  • 41. Grant seeking
    • Government
    • Private Foundation
  • 42. Foundations
    • Large amounts of money
    • Programs, special projects and capital campaigns
    • Usually doesn’t give unrestricted funding
    • Takes a long time
    • Restricted amount of time for gifts
    • More from Jamie Morgan…
  • 43. Foundations: Research
    • Government Funding
    • Government Funding Resources: http://www.fundsnetservices.com/gov01.htm
    • Federal Register: http://www.access.gpo.gov
    • Catalog of Federal Domestic Assistance: http://www.cfda.gov/
    • University of Southern California: http://www.usc.edu/dept/source/gov.htm
    • US State and Local Government Gateway: http://www.statelocal.gov
    • www.firstgov.com
    • www.nonprofit.gov (created by Pres. Clinton)
  • 44. General Resources: Websites
    • Community Resource Center: www.crcamerica.org
    • Colorado Nonprofit Association: www.coloradononprofits.org
    • Regis University: www.regis.edu
    • Metro Volunteers: www.metrovolunteers.org
    • Chronicle of Philanthropy: www.philanthropy.com
    • Charity Channel: www.charitychannel.com
    • Guidestar: www.guidestar.org
    • Independent Sector: www.independentsector.org
    • Young Nonprofit Professionals Network: www.ynpn.org
    • Volunteer Match: www.volunteermatch.org
  • 45. General Resources: Reading
    • Fundraising for Social Change , Kim Klein
    • Complete Guide to Fundraising Management , Stanley Weinstein
    • The Fifth Discipline , Peter Senge
    • Managing the Nonprofit Organization , Peter Drucker
    • Creating Caring and Capable Board s, Katherine Tyler Scott
    • Building Better Boards , David Nadler, Beverly Behan, and Mark Nadler
    • Financial Management for Nonprofits , Peter Konrad and Alys Novak
  • 46. Final Comments
    • Set your self up for success
    • Focus on success not desperation
    • Move out of “crisis mode”
    • Set realistic goals
    • Invest in planning
    • Diversify your funding
    • Engage everyone in the organization
    • Invest in strong leadership skills
    • If you don’t ask you’ll never know…
  • 47. Questions?
  • 48. Emily Davis
    • Nonprofit Consultant
    • (303) 652-7536
    • [email_address]