2. 11 basic principles of fundraising
Fundraising is not only about money ( it´s about relationships)
People give to people ( not to institutions)
Fundraising is not an isolated activity ( based on population size,
market income)
Make your donor your friend ( friendsraising)
Make donation easy for the donor
People give because they are asked – your don´t get what you
don´t ask for
Fundraising techniques are universally applicable
The Pareto principle ( the 80% funds from 20% of your donors)
Fundraising is about emotions (touch the heart)
Say always thank-you ad inform about impact
Visibility – the don´t give if they don´t know who you are (
trust)
3. Fundraising strategies
Strategic frame for successful fundraising :
Goals – what we want to achieve
Strategy – how can we achieve our goals
Tactics – activities – execution of the strategy
Budget – what are the costs for different activities
Action plan – who makes what and when
Evaluation – did we achieve our goals ? What worked
well, what not ?
5. Fundraising program and 2 basic
strategies
Fundraising portfolio like a saving portfolio, needs diversity
Fundraising program should engage all constituencies –
individuals, foundations, corporations, institutions
Largest source of growth potential comes from individual
donors
2 basic fundraising strategies:
´little money from many people
´much money from few´
6. Strategy ´little from many ´ and tactics
First time or one-off gifts appeals through:
- Direct mailing
- Press ads and TV spots
- On-line
Regular monthly donors recruited :
- upgrading of first time donors (mailings, telephone FR)
- loyalty programs ( Club of friends )
- Face to ¨face
A large group of ´lower-level´individual donors should be
the base of your pyramid
7. Strategy ´much from few ´ and tactics
Fundraising from strictly limited and carefully targeted audiences
asking each individual donor for a substantial amount
Major gifts from wealthy private individuals
Legacies
Corporate partnerships
Grants from trusts, foundations, government, EU institutions
8. Fundraising under threat ?
As everyone in the advancement business knows, it is becoming
increasingly challenging to raise funds
Competition is increasing
Lower response rate
Stagnation average gifts
Less donor loyalty leads to lower lifetime value
Revitalisation ?
Offer involvement – combine advocacy and fundraising
Report back better – improve donor communication
Listen to your donors
Be innovative
Educalink consulting
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9. Fundraising trends to watch in 2013
Mobile giving ( text-to-give applications – SMS,DMS) – add
mobile giving component to your FR program
Mail and email FR – make sure these programs are in tandem
File segmentation sophistication and keep your
communication as personal as possible
Social media – include it in all of your communication
Crowdfunding – www.causes,com, www.kiva.org
Transparency – keep your communication frequent and relevant
to your donor´s needs and expectations
10. 3 rules of good fundraising
Be passionate
Be innovative
Have open mind and open heart
And don´t forget you make things possible
Thank you
Lydie Raszkova
raszkovalydie@gmail.com
Tel. +420 774347721
