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Cultivation And Solictation For Citizens Schools 1 28 2009
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Cultivation And Solictation For Citizens Schools 1 28 2009


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  • 1. The Art of Volunteer Cultivation and Fund Raising From Volunteer to Prospect to Donor January 28, 2009 Citizen Schools
  • 2. A way of thinking
    • No one knowingly invests in bad organizations
    • No one knowingly supports mediocrity
    • No one likes inefficiency
    • We are not comfortable giving to strangers
    • We will give funds to those people or organizations that we believe in and trust
  • 3. Need is not enough
    • With hundreds of thousands of charities in the USA and a crowded landscape there is increased competition for time and talent and money
    • The many charities that are successful in fundraising know that they make friends first and ask for funds second
    • We all know how to make friends
  • 4. Remember
    • We meet someone new and begin a careful investigation of whether we have anything in common or not
    • If we find some commonalities we may continue to engage with that person and the relationship grows due to even more common interests, value and views or remains a simple acquaintance
    • Relationships require ongoing contact to remain healthy and positive
  • 5. Which way do you want to raise awareness and raise funds
    • A stranger asks a stranger for a gift and it is usually a difficult situation for both parties – gifts are small and few
    • A new volunteer is asked for financial support can strain the relationship
    • A friend asks a friend for support and a gift is often made
    • Volunteer Managers create strong bonds and share power with their colleagues to deepen and strengthen relationships
  • 6. The Cultivation Cycle (“I” Cycle) Identification
    • Who is a prospect?
    • What do we tell them?
    • How do we deliver
    • the message?
    • It must be built!
    • From outsider to insider
    • Not the end, nor
    • the beginning
    • of the end, but the
    • end of the beginning
  • 7. Cultivating Volunteers
    • What is it?
      • a systematic, continuing effort to identify, inform, generate interest, secure involvement and ultimately investment
    • Takes months – even years!!
    • A continuing cycle of:
      • learning/gathering information about potential donors
      • heightening their interest
      • encouraging meaningful involvement
  • 8. The Best Prospects Board Current Donors Sympathetic Sectors Volunteers & Staff Demographic & Psychographic Universe of Prospects
  • 9. Internal constituencies
    • People you already know will want to give because of their current affiliation with Citizen Schools
      • Familiar with goals and objectives of Citizen Schools
      • Have first hand knowledge
      • Have personally experienced the success of the program
  • 10. Cultivating Potential Donors
    • Track progress
      • Each potential donor is an individual
      • Tracking is a tool for you
      • It ensures that there is a plan and allows you to maintain momentum over long periods
      • It makes us focus our attention on prospects
      • Through it Citizen Schools develop a written “institutional memory” of interactions with our prospects
    • Each prospect is assigned to a staff member who designs a “personalized Campaign”
    • Follow-through is critical – making sure you always look at plans through the volunteer’s eyes
  • 11. Why do people give
    • To make a difference
    • To fulfill their personal goals or promises
    • Recognition
    • They identify with the cause
    • Familiar with the institution
    • They know & respect the people involved
    • Because they are asked
  • 12. Why People Give to You “ The 3 C’s ” Max. Gift Capability Contact Commitment
  • 13. Starting the process
    • You may be the initiator
    • Create an “ICP” Individual Cultivation Plan
    • Create an “IVP” Individual Volunteer Plan
    • Communicate that you are not asking for money (at least not now)
    • What is the outcome you want
    • What is your ongoing communication plan so that volunteers receive regular communications
    • Can you use Facebook, Twitter and MySpace?
  • 14. Cultivation Opportunities
    • All interactions are opportunities
    • At school
    • At community service days
    • Speaking engagements at workplaces
    • Celebrations
    • Other opportunities
  • 15. Patience is a virtue
    • Continuously evaluate what messages you are receiving
    • Volunteers/Prospects signal how fast or slow to go
    • They will tell us what they need from us to garner their trust
    • They will even tell us when they want to be asked and even for how much
  • 16. The Art of Volunteer Cultivation and Fund Raising From Volunteer to Prospect to Donor January 28, 2009 Citizen Schools