Kim Poldner on Fundraising

oikos Fundraising Workshop oikos Spring Meeting, Oslo (Norway), March 28th, 2009 Kim Poldner, oikos PhD Fellow 1.  Introduction & expected take aways 2.  The art of fundraising 3.  Your questions 4.  Know your project 5.  Fundraising: Personal lessons learned 6.  Q&A Page 1

Fundraising: Is it only about $$$$? Page 2

Expected takeaways from this session •  Get insights into 'the art of fundraising' •  Sharing experiences and learning…for me too!! •  Concrete ideas to implement in your own chapter Page 3

The art of fundraising Fundraising Basics Fundraising IS… “A non-profit organization with a vision and a mission, leadership and volunteers, providing a much needed service in the community, asking others to join them in their crusade.” Fundraising IS NOT…   Begging   A sales job   A one-way conversation Page 4

The art of fundraising Why is Fundraising Important? Page 5

The art of fundraising •  New Skills: •  Acquire value people skills, which will make you more confident and polished •  Fundraising is a multi-disciplinary art and science that combines sales, social skills, strategic thinking, accounting/budgeting and project management. •  Motivation: •  Help oikos to have the most impact •  What if you raised $500 more than last year? $1,000 more? $10,000 more? •  Wayne Gretzky once said, “You miss exactly 100% of the shots that you don’t take” Page 6 •  Be bold, be persistent, be aggressive. Fundraising is one way to really make a difference, in yourself and for oikos.

The art of fundraising Setting Goals – The vital element in any good fundraising plan is a set of clear, specific, and articulated goals. A good way to produce these goals is to meet with all organization members and your advisor (for historical perspective) and have a brainstorming session.   Why do you want to/need to raise funds? Why do you think someone would give to oikos?   Who would give? Could you utilize the local community? Student body?   Would YOU give to oikos?   What is the goal (in dollars) for contributions for this year? Next year?   What resources are available to your committee?   How many hours per week is your group willing to spend towards the   fundraising effort?   What fundraising activities were undertaken in the past? Were they effective? What are the strengths and talents of the group?   Page 7 How will you recognize donations?  

The art of fundraising Why do people give? Page 8

Why do people give?   Personal vested interest   Passion – believe in the cause   It is a worthy project   Want to give back because someone helped them   Return on Investment (ROI)   Make a difference, giving is healthy – wellness activity of sorts!   Want to be part of something   Financial/Tax benefit Page 9

The art of fundraising Why don't people give? Page 10

Why don't people give?   #1 Reason – They are not Asked!   Asked too much   Turned off by person in the organization   Fundraising Costs (paying too much for overhead which we don't have at oikos!) Page 11

The art of fundraising SOURCES OF CONTRIBUTIONS (In billions) Individuals $183.73 76.3%   Corporations $12.19 5.1%   Foundations (must pay at least 5%) $26.90 11.2%   Page 12 Bequests $18.10 7.5%  

Achieving success in fundraising The sales/ development kit Page 13

The sales/ development kit The “CASE” –   A statement of all the reasons why someone should and could support the cause. WE NEED TO TELL OUR STORY! A compelling case that is exciting and shows results is the basis for any asking that you do. Page 14

The sales/ development kit The “GOALS” –   Why do we [oikos] exist? Promote sustainability in higher education   Provide meaningful opportunities for student   development Create a sense of a 'sustainability community'   Page 15

The sales/ development kit Historical Achievements   Statistics about programs   Statistics about development opportunities   Descriptions of facilities and services   Testimonials from current students, alumni,   faculty, community members, etc. Page 16

The sales/ development kit  Current and Future Needs   Leadership Training   Internationalization -  Career Exploration -  Travelling to oikos meetings   Capital LC Programming   Improvements -  Student Activities Renovate oikos office -  Page 17

Sample fundraising letter SUBJECT: Sponsorship of oikos Oslo Dear ____________: Never use “To whom it may concern” We are writing on behalf of oikos International, a student organization with local groups in over 20 countries. This summer, oikos is seeking corporate sponsors for its various activities and events. As a large student organization whose basic goal is to promote sustainability in higher education, sponsorship can offer your corporation the opportunity to visibly promote sustainability in education. Enclosed with this letter you will find the following supporting documents: PAGE 1 - Details of our organization and its current events, activities, and budget PAGE 2 - Details of proposed new events with the aid of corporate sponsorship PAGE 3 - Sponsorship benefits and packages PAGE 4 - Instructions on how to sponsor oikos PAGE 5 - An advertisement that can be distributed amongst employees PAGE 6 - Copy of Tax-exemption Form (if you have it) Thank you very much for your time and consideration. Please feel free to contact Page 18 us at any time if you have questions or concerns.

Before you get started…. Be sure you can answer these questions: What does oikos do?   Who does it help?   What difference does it make to a person’s life or to the world?   How long have you been going?   What are your plans for the future?   What happens if you can’t provide the service (eg. If you don’t get the   donations, put into personal terms, not…our service would stop, but it would mean that we couldn’t offer xxx a chance to take part in the xxx.) What makes your organization so different to all the others—what   makes you special? Page 19 How are you funded?  

Know your project (1): Guiding Questions •  What is the context in which your project is being developed (describe the opportunity quot;gapquot; for your project – why is your project needed) •  What concrete activities and actions are being planned? •  What initial project results (changes) do you expect? •  What long-term results (changes) do you expect? •  How do the initial results trigger long-term changes? •  What barriers do you foresee in implementing the Source: Adapted from NEF 2008. P.50 Page 20 actions and what might prevent the positive changes you have identified? Think critical about

Know your project (2) •  Project objective •  Target groups •  Theory of change – how does your project make a difference? •  Project impact measurement: Define indicators: What is different if your project has been a success) •  Project budget (expected expenses & income sources) •  WHY should a specific potential sponsor invest in or support your project? (e.g. Philanthropy, Social Investment, Sponsoring?). Know your project and Page 21 explain!

And in addition to all of that: Think out of the box!!!! •  Be creative! •  Use your personal network: think of whom you know and how they can connect you to interesting people/ companies •  Think of value as something that can't be described in $$$ $ And: Use the toolbox in the member section of the website! Page 22

Your questions! Please write on both tags…. –  …a concrete question you have for this workshop –  …your project and fundraising goal Page 23

And now….. Let's work it!!! Page 24

Personal lessons learned: My experience (1) •  Recognize that people like to create/support something that will be seen by many (IMPACT) •  Let them know, that their efforts are critical to ADVANCING your mission •  Be authentic. Tell the truth and facts always - credibility is important in fund-raising. Page 25

My experience (2) •  Make the donor feel he is an oikos insider - that he owns the organization. He will defend and support you. •  Write your proposal as if you communicate from one person to another person; not from an organization to a donor. Personal relations count! •  Communicate on the same level. Horizontal communication leverages your personal standing. •  Tell your donors how their money helped to make a difference. •  Emotion, rather than reason, leads to charity. •  Induce action (e.g. always use a reply envelope, a RSVP deadline (reply before date, follow-up if there is no Page 26 reaction)

My experience (3) •  Donor loyalty is about ME (YOU) being loyal to our donors – not the other way round! •  People often don’t like the way we communicate with them. •  People like storylines. What’s your Story? Page 27

Q&A •  New Economics Foundation (2008): Measuring Value: A guide to Social Return on Investment (SROI), Second Edition (2008) Page 28

Contact: oikos Foundation Tigerbergstr. 2 CH 9000 St. Gallen Drs. Kim Poldner (oikos PhD Fellow) Tel: 0041 71 224 2591 Fax: 0041 71 224 2722 kim.poldner@oikosinternational.org  oikos oikos International: Kate Negacz (President 2009), negacz@oikosinternational.org http://www.oikosinternational.org 20 oikos local student chapters in: e.g. Bayreuth, Brussels, Cologne, Hamburg, London, Paris, Warsaw and……GRAZ Page 29

Kim Poldner on Fundraising

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