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Webinar i have_a_dream_vision_final


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Orange Leap Shine Brighter Series
'I Have A Dream: The Importance of Vision at Every Donor Level'
Presented by Matt McCabe

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Webinar i have_a_dream_vision_final

  1. 1. I Have A Dream: The Importanceof Vision at Every Donor LevelMatt McCabe – Senior Vice President, ConsultingFebruary 14, 2013
  2. 2. Agenda1.  What is Vision?2.  Fundraising Absent Vision3.  Vision Infused Fundraising4.  Vision in Practice5.  A Challenge
  3. 3. What is Vision?
  4. 4. The Problem……disconnected goals…no sense of direction…chasm between purpose and activities Strategic Org Charts Initiatives Activities Plans Budgets Individual Individual Individual Goals Individual Goals Goals Goals
  5. 5. Simon Sinek – The Golden Circle Why How What
  6. 6. What is Vision?
  7. 7. What is Vision?I have a dream…ü that one day, down in Alabama, with its vicious racists… right there in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers.ü that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.ü that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.
  8. 8. What is Vision?
  9. 9. What is Vision?ü  First, I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to the Earth.ü  Secondly, an additional 23 million dollars, together with 7 million dollars already available, will accelerate development of the Rover nuclear rocket.ü  Third, an additional 50 million dollars will make the most of our present leadership, by accelerating the use of space satellites for world-wide communications.ü  Fourth, an additional 75 million dollars--of which 53 million dollars is for the Weather Bureau--will help give us at the earliest possible time a satellite system for world-wide weather observation.
  10. 10. What is Vision?Let it be clear… that I am asking the Congressand the country to accept a firm commitment to anew course of action--a course which will last formany years and carry very heavy costs: 531million dollars in fiscal 62--an estimated seven tonine billion dollars additional over the next fiveyears. If we are to go only half way, or reduceour sights in the face of difficulty, in myjudgment it would be better not to go at all.
  11. 11. What is Vision?1.  Vision establishes the need/threat2.  Vision is inspirational and transformational3.  Vision has simply stated, tangible outcomes4.  Vision has defined time horizons5.  Vision has clearly articulated requirements6.  Vision is bold and requires sacrifice7.  Vision does not settle for half-measures
  12. 12. Fundraising Absent Vision
  13. 13. Where is the vision?
  14. 14. Fundraising Absent Vision§  Child/Animal Sponsorships§  Buildings§  Gift Catalogs§  Participation Appeals (Higher Ed)This is Transactional Fundraising and can add to Donor Churn if used exclusively.It is acquisition oriented, not retention oriented
  15. 15. Fundraising Absent Vision Reasons donors make a second gift:•  76% org explained specific mission•  72% org made me feel my gift really made a difference•  71% org gave me information about exactly what my gift helped accomplish SOURCE: May/June 2011 AFP Advancing Philanthropy.
  16. 16. Vision Infused Fundraising
  17. 17. Vision Infused Fundraising
  18. 18. Vision Infused FundraisingCampaigns work because they force organizations to articulate a vision that: ü  Is clear about the need / threats ü  Is inspirational and transformational ü  Has simply stated, tangible outcomes ü  Has a defined time horizon ü  Has clearly articulated investment requirements
  19. 19. Vision Infused FundraisingCampaigns have clearly defined structures: Celebration Preparation Quiet Phase Public Phase
  20. 20. Vision Infused FundraisingA structure just like your favorite movie: Denouement Act I Act II Act III
  21. 21. Vision Infused FundraisingFundraising with vision is simply the ability to tellyour story over time. Invite your donor on ajourney that is bigger than the next ask*.*Because that journey sets thecontext for your next 3 asks Multiple Moon Landings Man on the Moon Building the Rockets Orbiting the Moon Financing Commitment Testing the Vehicles
  22. 22. Vision Infused FundraisingFundraising with vision is simply the ability to tellyour story over time. Invite your donor on ajourney that is bigger than the next ask*.Reasons for Ask To Reach Next Milestone Multiple Moon Landings Man on the Moon Building the Rockets Orbiting the Moon Financing Commitment Testing the Vehicles
  23. 23. Vision in Practice
  24. 24. Vision in Practice
  25. 25. Vision in Practice Rankings are not a vision!
  26. 26. Vision in Practice A dollar goal is not a vision!
  27. 27. Vision in Practice Deadline: December 31, Man to the Moon and Back Safely Rover 1969 Worldwide Weather Nuclear Sat Comm Sats Rocket $50mm $75mm $30mm
  28. 28. Vision in Practice Touch/Impact XXX Lives with/ through XXX Deadline: 2017 Sustainable Education Outreach Financing $XXmm $XXmm $XXmm
  29. 29. Vision in PracticeHow does this help tactically?Donor Type Benefit 1 Benefit 2Major / Mid Donors Allows progressive asks as Allows asks outside of milestones in the vision are ‘Campaign’ that still place accomplished immediate needs in a contextAnnual Donors Provides guidance on all Provides compelling reasons appeal content, allowing to upgrade giving consistent narrativeNew Donors Provides compelling Provides natural segue-way welcome series for for a second ask stewardship and cultivationPlanned Givers Legacy is all about vision Provides a broader context for loved ones to engageProspects Engages their imagination Incentive to be part of something bigger
  30. 30. Vision is Bigger Than Any Campaign Programs / Services Participation Development / Operations / Advancement Administration in and Responsibility for a Vision is Shared shared equally Board Leadership Vision across the entire organization Unified Messaging
  31. 31. A Challenge
  32. 32. What is Your Vision?§  Review your ongoing strategic plan / case for support / mission§  What do you want to achieve by the end of the decade? Think in terms of impact to lives in your community, the nation, the world…§  Write your own I have a dream / man on the moon speech based on the principles we have discussed§  Share it internally with leadership / board§  Want feedback? Share it with us
  33. 33. Thank you!Matt McCabeSenior Vice President, 403-7486
  34. 34. Questions & Answers