Restoring Your Fundraising from Jalopy          to Roarin’ Hot Rod           NAAM Conference 2012          7 Easy         ...
First a Quick Survey @ You
About Me: Car Restoration                         Thank                       Goodness                       for eHow!
How Did We Survive w/o eHow?                    Crandall, Croft & Associates,                    Restoring Your Fundraisin...
How Did We Survive w/o eHow?                                             With                                            V...
How Did We Survive w/o eHow?How To Manage an Automobile Museum                                Crandall, Croft & Associates...
Session Objectives: Restoration 101•   Overview of Basics of Fundraising•   Acquiring New Donors                    7 Easy...
Step 1: Inspect, Inspect, Inspect  Is this the state of your current fundraising efforts?
Q1: Is Your Garage Big Enough to         Raise Big Bucks?       YES! Small shops can raise millions with       right tools...
Q2: Are You Truly Committed              to Fundraising?• Starts with commitment from Board  – Including leadership giving...
Q3: Evaluate Your Current Fundraising?
Tool: Conduct a Development Audit• An internal assessment of your overall  fundraising program• Examines governance, human...
What an Audit will Accomplish: Identify areas of strengths in fundraising Identify areas of weaknesses in fundraising I...
Fundraising Review Questions• Is the fundraising program diverse?• Are fundraising efforts systematic and  consistent?• Ar...
Step 2: Repair the Frame:(Fundamentals of Fundraising)                      Crandall, Croft & Associates,                 ...
Pyramid of GivingThe Art of Fundraising is a                       Estate           Committedsystematic effort to move    ...
Your Job as a Fundraiser• Cultivate and deepen relationships• Utilize effective fundraising practices• Maintain the highes...
Why Do People Give?                Crandall, Croft & Associates,                Restoring Your Fundraising Program
Affluent Donors – BoA 2010 Study• Top motivations for giving were:                                                        ...
Check Your View of Fundraising• “Begger” or “Enabler”?• Giving is an Exchange of Values:   – “One way you show     appreci...
Check Your View of Fundraising• Great Fundraising is Rooted  in Relationship• Giving is built on Trust• You Steward Relati...
#1 Reason Why People Give?                                       They were                                        Asked!  ...
Common Rust Spots on the Frame• Improper Gift Acknowledgement              Within 48                                      ...
Step 3: Body Work(Obtaining New Donors)                  Crandall, Croft & Associates,                  Restoring Your Fun...
Finding New Donors• Start with any  connections to  your museum• Make a list of all  your constituent  groups   – Consider...
Tools for Acquiring New Donors• Special Events  – Shows, Exhibits and/or Marquee Event• Annual Fundraising Campaign       ...
Acquiring New DonorsThis is NOT THE  GOLD, but Finding Gold   Prospects                           Crandall, Croft & Associ...
Step 4: Finish the Interior   (Retaining Donors)                      Crandall, Croft & Associates,                      R...
The Fundraising Challenge• The Fundraising “Bucket”  – Nonprofits lose 5 donors    for every 6 they obtain    - Fundraisin...
Donor Cycle             Identify   CultivateRust Spots              Thank        Solicit                             Crand...
Tool for Keeping Donors:                    Stewardship• Appropriately acknowledge gift• Share impact of gifts  – Newslett...
Donor Stewardship“78% of individual donors said they woulddefinitely or probably give again to a charitythat provided them...
What Else Must You Do?Hint: Most donors“lapse” after theirfirst gift                                    Crandall, Croft & ...
What Else Must You Do?                          ASK                         AGAIN!Hint: Most donors“lapse” after theirfirs...
Tools for Renewing Donors:                       Asking Again• Direct Mail Renewal Appeals  – Utilize lift notes• Annual M...
Tool: First Time Donor Process• Sample Process:  – Welcome letter/packet (within 7-10 days or with    thank you letter)  –...
Tool: Monthly Giving Program• Monthly Donors:  – Generate more $$ at less cost  – Are incredibly loyal     • EFT Donors gi...
Step 5: Rebuild the POWER        (Major Gifts)                     Crandall, Croft & Associates,                     Resto...
The Pareto Principle         Donors   Gifts10-20%                          80-90%80-90%                          10-20%   ...
Pyramid of Giving                               Estate           Committed                               GivingSpend Your ...
Tool: Steps to Major Gifts• Identify Prospects  – Database Review/Wealth Screening  – CEO and Board Prospect Review  – Pro...
Tool: Steps to Major Gifts• Solicitation  – Have a valid need or reason for major gift  – Match donor’s interests with spe...
Step 6: Add Some Bling                  Crandall, Croft & Associates,                  Restoring Your Fundraising Program
Tools: Add Some Bling• Corporate Sponsorship Program• Planned Giving Program  – Gift Annuities, Simple Bequests and Life I...
Tools: More Bling• Social Media  – Facebook: Create community  – Foursquare: Offer “check in”    specials  – YouTube: Post...
Even More Bling…• Put QR Codes on everything   – Link to Donation page on     response envelopes, brochures     and newsle...
Step 7: Enter the Show(Put it Together in an Annual Plan)                          Crandall, Croft & Associates,          ...
Pyramid of Giving                                        Estate           Committed                                       ...
Acquiring New Donors• Patron Visits/Tours• Membership Invitations• Peer to Peer Solicitation• Special Events• Car Shows/Pu...
Keeping Donors• Effective Stewardship• Communications – Magazines/Email• Renewal Solicitations – Direct Mail• Membership R...
Major Gifts• Prospect Research• Cultivation: Tours, Visits, Special Events• Individual Solicitations• Recognition Club for...
Planned Giving• Prospect Research• Planned Giving Program• Direct Mail/Newsletter Stories• Recognition Club for Estate Gif...
Create a Calendar                Crandall, Croft & Associates,                Restoring Your Fundraising Program
Get Out and Turn Some Heads!                     Crandall, Croft & Associates,                     Restoring Your Fundrais...
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Restoring Your Fundraising from Jalopy to Roarin’ Hot Rod

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Presentation to the National Association of Automobile Museums. Content is basics of fundraising.

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  • Size of shop and staff can be factors, but not determining.
  • BoA study of “affluent donors” – those with incomes over $200,000 or assets over $1 million. However, these motivations are fairly universal regardless of income level. Feeling financially secure was #4 in 2008 study…moved up the chart, emotional motivation still top.
  • Restoring Your Fundraising from Jalopy to Roarin’ Hot Rod

    1. 1. Restoring Your Fundraising from Jalopy to Roarin’ Hot Rod NAAM Conference 2012 7 Easy Steps! Robert Croft, CFRE www.slideshare.net/rncroft
    2. 2. First a Quick Survey @ You
    3. 3. About Me: Car Restoration Thank Goodness for eHow!
    4. 4. How Did We Survive w/o eHow? Crandall, Croft & Associates, Restoring Your Fundraising Program
    5. 5. How Did We Survive w/o eHow? With VIDEO! Crandall, Croft & Associates, Restoring Your Fundraising Program
    6. 6. How Did We Survive w/o eHow?How To Manage an Automobile Museum Crandall, Croft & Associates, Restoring Your Fundraising Program
    7. 7. Session Objectives: Restoration 101• Overview of Basics of Fundraising• Acquiring New Donors 7 Easy• Keeping Current Donors Steps!• Raising Major Gifts• Today’s Goal: Putting It Together in an Annual Plan Crandall, Croft & Associates, Restoring Your Fundraising Program
    8. 8. Step 1: Inspect, Inspect, Inspect Is this the state of your current fundraising efforts?
    9. 9. Q1: Is Your Garage Big Enough to Raise Big Bucks? YES! Small shops can raise millions with right tools, determination and effort! Crandall, Croft & Associates, Restoring Your Fundraising Program
    10. 10. Q2: Are You Truly Committed to Fundraising?• Starts with commitment from Board – Including leadership giving and participation in fundraising activities• CEO Actively Involved in Fundraising – Who is primarily responsible?• Culture of Philanthropy• Volunteer Fundraisers – Volunteers make the best fundraisers! Crandall, Croft & Associates, Restoring Your Fundraising Program
    11. 11. Q3: Evaluate Your Current Fundraising?
    12. 12. Tool: Conduct a Development Audit• An internal assessment of your overall fundraising program• Examines governance, human capital, development systems, procedures, donor relations and fundraising approaches• It is an essential tool to measure the gap between an organization’s current fund raising efforts and established best practices in the industry Crandall, Croft & Associates, Restoring Your Fundraising Program
    13. 13. What an Audit will Accomplish: Identify areas of strengths in fundraising Identify areas of weaknesses in fundraising Identify current giving patterns and donor preferences Provide clarity on areas for improvement Audit Resources: www.slideshare.net/rncroft - Detailed Presentation www.guymallabone.com/resources - Audit Tool Crandall, Croft & Associates, Restoring Your Fundraising Program
    14. 14. Fundraising Review Questions• Is the fundraising program diverse?• Are fundraising efforts systematic and consistent?• Are we utilizing established industry “best” practices?• What approaches work best for this organization? Crandall, Croft & Associates, Restoring Your Fundraising Program
    15. 15. Step 2: Repair the Frame:(Fundamentals of Fundraising) Crandall, Croft & Associates, Restoring Your Fundraising Program
    16. 16. Pyramid of GivingThe Art of Fundraising is a Estate Committedsystematic effort to move Givingindividuals up the pyramidof commitment Major Giving Special/Major Giving Repeat Annual Giving First-timer Annual Giving Interest Adapted from James M. Greenfield, Evaluating and Managing the Fund Development Process, 2nd ed., New York, NY: John Wiley & Sons, 1999. 16
    17. 17. Your Job as a Fundraiser• Cultivate and deepen relationships• Utilize effective fundraising practices• Maintain the highest ethical standards Crandall, Croft & Associates, Restoring Your Fundraising Program 17
    18. 18. Why Do People Give? Crandall, Croft & Associates, Restoring Your Fundraising Program
    19. 19. Affluent Donors – BoA 2010 Study• Top motivations for giving were: Connection – Being moved by how their gift can make to Mission a difference (72%). – Feeling financially secure (71%). – Giving to an organization that will use their donation efficiently (71%). – Supporting the same causes or organizations annually (66%). 2010 Bank of America Merrill Lynch Study of High Net Worth Philanthropy Crandall, Croft & Associates, Restoring Your Fundraising Program
    20. 20. Check Your View of Fundraising• “Begger” or “Enabler”?• Giving is an Exchange of Values: – “One way you show appreciation to donors is by asking them to give.” – Million $ Donor• You enable donors to meet their personal desires (satisfaction, faith, reciprocity, re cognition) by matching their interests with your organization’s needs Crandall, Croft & Associates, Restoring Your Fundraising Program
    21. 21. Check Your View of Fundraising• Great Fundraising is Rooted in Relationship• Giving is built on Trust• You Steward Relationships on Behalf of Your Museum Crandall, Croft & Associates, Restoring Your Fundraising Program
    22. 22. #1 Reason Why People Give? They were Asked! Crandall, Croft & Associates, Restoring Your Fundraising Program
    23. 23. Common Rust Spots on the Frame• Improper Gift Acknowledgement Within 48 Hours is• Lack of Donor Management Gold Standard Software for Tracking Relationships• Lack of an Annual Fundraising Plan – No consistency – No intentional cultivation process Crandall, Croft & Associates, Restoring Your Fundraising Program
    24. 24. Step 3: Body Work(Obtaining New Donors) Crandall, Croft & Associates, Restoring Your Fundraising Program
    25. 25. Finding New Donors• Start with any connections to your museum• Make a list of all your constituent groups – Consider how to reach individuals in each group Hank Rosso’s Concentric Circles Crandall, Croft & Associates, Restoring Your Fundraising Program
    26. 26. Tools for Acquiring New Donors• Special Events – Shows, Exhibits and/or Marquee Event• Annual Fundraising Campaign People Give to People – Utilizing volunteer solicitors• Membership Program – Capture Contact Info During Visit – send personal invitation a few weeks later• Capital Campaign/Endowment Campaign Crandall, Croft & Associates, Restoring Your Fundraising Program
    27. 27. Acquiring New DonorsThis is NOT THE GOLD, but Finding Gold Prospects Crandall, Croft & Associates, Restoring Your Fundraising Program
    28. 28. Step 4: Finish the Interior (Retaining Donors) Crandall, Croft & Associates, Restoring Your Fundraising Program
    29. 29. The Fundraising Challenge• The Fundraising “Bucket” – Nonprofits lose 5 donors for every 6 they obtain - Fundraising Effectiveness Project – A 10% increase in donor retention can increase the lifetime value of the donor database by up to 200 percent. - IU Center on Philanthropy Crandall, Croft & Associates, Restoring Your Fundraising Program
    30. 30. Donor Cycle Identify CultivateRust Spots Thank Solicit Crandall, Croft & Associates, Restoring Your Fundraising Program
    31. 31. Tool for Keeping Donors: Stewardship• Appropriately acknowledge gift• Share impact of gifts – Newsletters, Magazines, Email, Personal letter or visit• Focus on stewardship to build relationship and trust – Host a Stewardship Event to thank donors – Phone to thank for gift (Board Members Best) Crandall, Croft & Associates, Restoring Your Fundraising Program
    32. 32. Donor Stewardship“78% of individual donors said they woulddefinitely or probably give again to a charitythat provided them with prompt, personalgift acknowledgement, followed sometimelater with a meaningful update on theprogram they had funded.” Penelope Burk Thanks! A Guide to Donor-Centered Fundraising Crandall, Croft & Associates, Restoring Your Fundraising Program
    33. 33. What Else Must You Do?Hint: Most donors“lapse” after theirfirst gift Crandall, Croft & Associates, Restoring Your Fundraising Program
    34. 34. What Else Must You Do? ASK AGAIN!Hint: Most donors“lapse” after theirfirst gift Crandall, Croft & Associates, Restoring Your Fundraising Program
    35. 35. Tools for Renewing Donors: Asking Again• Direct Mail Renewal Appeals – Utilize lift notes• Annual Membership Renewal – Direct Mail + Phone• Special Events• Peer to Peer Solicitation Crandall, Croft & Associates, Restoring Your Fundraising Program
    36. 36. Tool: First Time Donor Process• Sample Process: – Welcome letter/packet (within 7-10 days or with thank you letter) – Thank you call – Credibility piece (within 2 months) – Newsletter – Best ever renewal package (within 3 months) Crandall, Croft & Associates, Restoring Your Fundraising Program
    37. 37. Tool: Monthly Giving Program• Monthly Donors: – Generate more $$ at less cost – Are incredibly loyal • EFT Donors give 5-7 times longer than check writers • Typically continue giving even during tough times “Adopt an Auto” Program Crandall, Croft & Associates, Restoring Your Fundraising Program
    38. 38. Step 5: Rebuild the POWER (Major Gifts) Crandall, Croft & Associates, Restoring Your Fundraising Program
    39. 39. The Pareto Principle Donors Gifts10-20% 80-90%80-90% 10-20% Crandall, Croft & Associates, Restoring Your Fundraising Program 39
    40. 40. Pyramid of Giving Estate Committed GivingSpend Your AndTime Here! Here! Major Giving Special/Major Giving Repeat Annual Giving First-timer Annual Giving Interest Adapted from James M. Greenfield, Evaluating and Managing the Fund Development Process, 2nd ed., New York, NY: John Wiley & Sons, 1999. 40
    41. 41. Tool: Steps to Major Gifts• Identify Prospects – Database Review/Wealth Screening – CEO and Board Prospect Review – Prospect Rating Committee “60% of 7 figure gifts came from• Plan Cultivation people who had never given more than $500.” - Midsize Community College – Right Person – Take time to Discover Donor’s Interests, Goals Crandall, Croft & Associates, Restoring Your Fundraising Program
    42. 42. Tool: Steps to Major Gifts• Solicitation – Have a valid need or reason for major gift – Match donor’s interests with specific need – Go with a team – Practice – LISTEN to the Donor – Don’t chicken out…make the ask and be QUIET. Crandall, Croft & Associates, Restoring Your Fundraising Program
    43. 43. Step 6: Add Some Bling Crandall, Croft & Associates, Restoring Your Fundraising Program
    44. 44. Tools: Add Some Bling• Corporate Sponsorship Program• Planned Giving Program – Gift Annuities, Simple Bequests and Life Insurance• Donor Recognition Program – Giving Clubs: Annual Giving, Major Giving – Named Legacy Society to recognize planned gift donors • Host an annual induction/recognition event – Recognize in Annual Report Crandall, Croft & Associates, Restoring Your Fundraising Program
    45. 45. Tools: More Bling• Social Media – Facebook: Create community – Foursquare: Offer “check in” specials – YouTube: Post videos of interest (like a behind the scenes look at a car restoration) Crandall, Croft & Associates, Restoring Your Fundraising Program
    46. 46. Even More Bling…• Put QR Codes on everything – Link to Donation page on response envelopes, brochures and newsletters• Utilize QR Codes on exhibits or in newsletters that take patron to a video• QR Code on membership or Possibilities event/show invitation to take are Endless! directly to registration page Crandall, Croft & Associates, Restoring Your Fundraising Program
    47. 47. Step 7: Enter the Show(Put it Together in an Annual Plan) Crandall, Croft & Associates, Restoring Your Fundraising Program
    48. 48. Pyramid of Giving Estate Committed GivingPlug in the Tools Major Giving Special/Major Giving Repeat Annual Giving First-timer Annual Giving Interest Adapted from James M. Greenfield, Evaluating and Managing the Fund Development Process, 2nd ed., New York, NY: John Wiley & Sons, 1999. 48
    49. 49. Acquiring New Donors• Patron Visits/Tours• Membership Invitations• Peer to Peer Solicitation• Special Events• Car Shows/Public Events• Specific Campaigns• __________________• __________________ Crandall, Croft & Associates, Restoring Your Fundraising Program 49
    50. 50. Keeping Donors• Effective Stewardship• Communications – Magazines/Email• Renewal Solicitations – Direct Mail• Membership Renewal – Direct Mail/Phone• Special Events• Donor Recognition Program Crandall, Croft & Associates, Restoring Your Fundraising Program 50
    51. 51. Major Gifts• Prospect Research• Cultivation: Tours, Visits, Special Events• Individual Solicitations• Recognition Club for Annual Major Gifts• Naming Opportunities• Special Projects/Capital Campaigns Crandall, Croft & Associates, Restoring Your Fundraising Program 51
    52. 52. Planned Giving• Prospect Research• Planned Giving Program• Direct Mail/Newsletter Stories• Recognition Club for Estate Gifts• Naming Opportunities• Endowment Crandall, Croft & Associates, Restoring Your Fundraising Program 52
    53. 53. Create a Calendar Crandall, Croft & Associates, Restoring Your Fundraising Program
    54. 54. Get Out and Turn Some Heads! Crandall, Croft & Associates, Restoring Your Fundraising Program
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