GRASSROOTS FUNDRAISING Jerry Yoshitomi  MeaningMatters, LLC – MeaningMatters@gmail.com August 2010 This work is licensed u...
<ul><li>A rts groups will have a more sustainable future if they are successful in securing a broad base of financial supp...
<ul><li>Please describe a personally meaningful occasion when you made an online donation and you felt great about both th...
Systems Thinking – Counteracting Diminished Expectations (Senge) Updated Aspirations Contemporary Capacities New Knowledge...
The Value System Surrounding Arts Participation Alan Brown, Values Study for Connecticut Arts Commission
Principles of Persuasion (from Cialdini’s  Influence ) – Decision Triggers <ul><li>Reciprocity  -  Obliged to give back th...
The Long Tail http://longtail.typepad.com/the_long_tail/   Nanaimo, BC, Canada  http://www.porttheatre.nisa.com/
Organizational Storytelling -  Staking claim to what the arts do best – impacts are emotional, sometimes indescribable  <u...
Traditional Bell Curve (Solicitation as Transaction) High Impact Philanthropy Kay Sprinkel Grace, Alan Wendroff http://sta...
Transformational Infinity Loop (Issues/Vision Driven) High Impact Philanthropy Kay Sprinkel Grace, Alan Wendroff http://st...
Central Asia Institute School Supplies Your $20 donation covers the approximate cost of annual school supplies for a stude...
Ffa screen shot
<ul><li>Grants of $1000 to $10,000 to Commission New Work, 116 projects involving 181 artists </li></ul><ul><li>Attracted ...
<ul><li>Connection  points increase likelihood of giving: </li></ul><ul><li>Personal relationship  with the artist or some...
<ul><li>Other Factors Influencing Giving </li></ul><ul><li>Conversations:  Talking directly about interests & values lead ...
<ul><li>Other Factors Influencing Giving </li></ul><ul><li>FFA donors  five times  more likely to connect with artists tha...
<ul><li>Ways They Asked </li></ul><ul><li>The personal ask:  Start with those you know. </li></ul><ul><li>The “friend-rais...
Societal ills Impact  of Work  People  Concerned About ills/Impact Values Interests Motivations More People  Concerned Abo...
<ul><li>What societal ills are you addressing/solving?  What is your long term impact? </li></ul><ul><li>What are the valu...
<ul><li>What key concepts have I learned here that I can use tomorrow?  What next steps will I take? </li></ul>Next Steps
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Grassroots Fundraising

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  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Gerald D. Yoshitomi, MeaningMatters, LLC; meaningmatters@gmail.com
  • Grassroots Fundraising

    1. 1. GRASSROOTS FUNDRAISING Jerry Yoshitomi MeaningMatters, LLC – MeaningMatters@gmail.com August 2010 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 License. To view this license: http://creativecommons.org/licenses/by-sa/3.0/us/ /
    2. 2. <ul><li>A rts groups will have a more sustainable future if they are successful in securing a broad base of financial support from individuals at all income levels within their own communities. (75% of all giving is by individuals and those with lower incomes give a higher % of income.) This broad base of support will enable a secure future allowing groups to make their own decisions on programs and priorities. </li></ul>
    3. 3. <ul><li>Please describe a personally meaningful occasion when you made an online donation and you felt great about both the cause you supported and the online giving experience. </li></ul><ul><li>When was it? What other people were involved? </li></ul><ul><li>Describe with a metaphor, simile, or just a word </li></ul>
    4. 4. Systems Thinking – Counteracting Diminished Expectations (Senge) Updated Aspirations Contemporary Capacities New Knowledge Make New Mistakes
    5. 5. The Value System Surrounding Arts Participation Alan Brown, Values Study for Connecticut Arts Commission
    6. 6. Principles of Persuasion (from Cialdini’s Influence ) – Decision Triggers <ul><li>Reciprocity - Obliged to give back those who’ve given to us </li></ul><ul><li>Consensus - Decide what's appropriate by examining what others do – social identity theory </li></ul><ul><li>Authority - Rely on superior knowledge for guidance </li></ul><ul><li>Consistency - Once making choice/stand, personal & interpersonal pressure to be consistent with that commitment. </li></ul><ul><li>Scarcity – Opportunities appear more valuable when less available </li></ul><ul><li>Liking - Say &quot;yes&quot; to those we know/like (or who like us) </li></ul><ul><li>The Contrast Phenomenon </li></ul><ul><li>Timing </li></ul>
    7. 7. The Long Tail http://longtail.typepad.com/the_long_tail/ Nanaimo, BC, Canada http://www.porttheatre.nisa.com/
    8. 8. Organizational Storytelling - Staking claim to what the arts do best – impacts are emotional, sometimes indescribable <ul><li>Specific, but universal </li></ul><ul><li>Protagonist </li></ul><ul><li>Context </li></ul><ul><li>Challenge </li></ul><ul><li>Action – Arts Participation Experience </li></ul><ul><li>Outcome/Results/Return on Investment </li></ul><ul><li>Documentation – Photos, Comments </li></ul><ul><li>Purposing the Stories - Storing, Searching, Publishing </li></ul><ul><li>30 Words? </li></ul>
    9. 9. Traditional Bell Curve (Solicitation as Transaction) High Impact Philanthropy Kay Sprinkel Grace, Alan Wendroff http://stations.cpb.org/tv/grants/ff/02_pbs_dev_conf_keynote.html
    10. 10. Transformational Infinity Loop (Issues/Vision Driven) High Impact Philanthropy Kay Sprinkel Grace, Alan Wendroff http://stations.cpb.org/tv/grants/ff/02_pbs_dev_conf_keynote.html
    11. 11. Central Asia Institute School Supplies Your $20 donation covers the approximate cost of annual school supplies for a student, especially for girls and women, at the Central Asia Institute's schools in rural Pakistan or Afghanistan. Grassroots International Gardening Tools for an Urban Garden Your donation of $75 helps a family help itself and builds community by covering expenses for gardening tools, watering cans, soil and fertilizers to build an urban garden in the Gaza strip. http://www.ourvoicestogether.org/site/PageServer
    12. 12. Ffa screen shot
    13. 13. <ul><li>Grants of $1000 to $10,000 to Commission New Work, 116 projects involving 181 artists </li></ul><ul><li>Attracted 3,130 new donors who contributed $729,254 </li></ul><ul><li>Average of $233 from each donor, Median Gift of $100 </li></ul>San Francisco Foundation and East Bay Community Foundation Fund For Artists Matching Commissions
    14. 14. <ul><li>Connection points increase likelihood of giving: </li></ul><ul><li>Personal relationship with the artist or someone in the arts </li></ul><ul><li>Passion for the art form or the art medium </li></ul><ul><li>Emotional or intellectual interest in the subject matter or issue </li></ul><ul><li>Involvement with the culture or community involved in the project  </li></ul>San Francisco Foundation and East Bay Community Foundation Fund For Artists Matching Commissions
    15. 15. <ul><li>Other Factors Influencing Giving </li></ul><ul><li>Conversations: Talking directly about interests & values lead to meaningful connections + contributions. </li></ul><ul><li>Online: Two-thirds of FFA donors make donations online; another 20% would consider it: 86% total </li></ul><ul><li>Thank you: timely acknowledgement, information about impacts of donations & notice of upcoming programs or invitations to special previews. </li></ul>San Francisco Foundation and East Bay Community Foundation Fund For Artists Matching Commissions
    16. 16. <ul><li>Other Factors Influencing Giving </li></ul><ul><li>FFA donors five times more likely to connect with artists than donors to large institutions. </li></ul><ul><li>Requests from a friend, colleague or family member (including those not affiliated) had greatest influence on giving across all types of donors. </li></ul><ul><li>Messaging: Why me? Personally relevant </li></ul>San Francisco Foundation and East Bay Community Foundation - Fund For Artists Matching Commissions Tracks to Success - The 8 Online Fundraising Changes You Must Make in 2010 - by Katya Andresen
    17. 17. <ul><li>Ways They Asked </li></ul><ul><li>The personal ask: Start with those you know. </li></ul><ul><li>The “friend-raiser”: Get those you know to ask others they know. – House Parties </li></ul><ul><li>The “church” ask: Use public pitches as well as private ones + envelopes </li></ul>San Francisco Foundation and East Bay Community Foundation Fund For Artists Matching Commissions
    18. 18. Societal ills Impact of Work People Concerned About ills/Impact Values Interests Motivations More People Concerned About ills/ impacts What: Stories Images How: Mail, Email Direct Ask House Parties Determine Connection Points Receive/ Fulfill Gift Donor Recognition Values Align- ment Develop Plan Communications Donations Impact of Gift MY GRASSROOTS FUNDRAISING PLAN
    19. 19. <ul><li>What societal ills are you addressing/solving? What is your long term impact? </li></ul><ul><li>What are the values of people (irrespective of income) who would support/align with what you do? Where would we find them? </li></ul><ul><li>What communications methods would you use? What images might you use? What online sites might you deploy to fulfill/secure their gift? </li></ul><ul><li>What are existing connection points with potential donors? How might you connect? </li></ul><ul><li>How might we thank and recognize donors? </li></ul>MY GRASSROOTS FUNDRAISING PLAN
    20. 20. <ul><li>What key concepts have I learned here that I can use tomorrow? What next steps will I take? </li></ul>Next Steps

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