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Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009
Why You Need a Plan <ul><li>“ A goal without a plan is just a wish” </li></ul><ul><li>Antoine de Saint Exupery (1900 - 194...
Why You Need a Plan <ul><li>Ensures that each of your actions are focused on reaching your goals. </li></ul><ul><li>Allows...
Annual Fundraising Plan Fundraising Calendar Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Annual Meeting and Donor Rec...
Goals  <ul><li>A successful plan begins with  measurable  goals: </li></ul><ul><li>Sample Goals for Fundraising Event: </l...
Resources <ul><li>Make a list of your organization’s resources and fundraising strengths: </li></ul><ul><li>People – their...
Strengths and Weaknesses <ul><li>Make a list of what has worked well, what has not, and your organization’s overall fundra...
What Type of Event Will Bring the Greatest Success <ul><li>Next Steps: </li></ul><ul><ul><li>Brainstorm the types of event...
Planning the Event <ul><li>Once the type of event has been determined: </li></ul><ul><ul><li>1) Set the date(s),  </li></u...
Your Event’s Marketing Plan <ul><li>You are now ready to create a Marketing and Promotion plan for your event: </li></ul><...
Securing Event Sponsors <ul><li>Make a list of potential sponsors and sponsor types that fit well with your organization/p...
Engaging Your Sponsors <ul><li>Be sponsor-centric </li></ul><ul><ul><li>Educate your prospective sponsors about your organ...
Individual Donors <ul><li>Participation fee </li></ul><ul><li>Opportunities to give during event </li></ul><ul><li>Give wi...
Individual Donors <ul><li>Make certain: </li></ul><ul><ul><li>You ask </li></ul></ul><ul><ul><li>You make it easy to give ...
Remember Your Event Goals <ul><li>Goal: </li></ul><ul><li>Add _____new, solid contacts to our database – including name, p...
Target Market <ul><li>Goal: </li></ul><ul><li>3. Increase awareness of our new service/project among  South Shore business...
PR and Promotional Strategy <ul><ul><li>Your organization’s web presence: </li></ul></ul><ul><ul><ul><li>Website – video, ...
More Promotional Opportunities  <ul><ul><li>Calendar section of: </li></ul></ul><ul><ul><ul><li>local newspapers </li></ul...
Communication Is Key <ul><li>Create flyers and copy that look good, are informative and can be easily reproduced and share...
Marketing Opportunities During the Event  <ul><li>Educate attendees, supporters, donors and sponsors </li></ul><ul><ul><li...
Post Event Marketing  <ul><ul><li>Follow-up Communications - Thank you notes/emails/ads/news releases, etc. should include...
Post Event Marketing <ul><li>Event Videos, Photographs, Quotes, and News Coverage: </li></ul><ul><ul><li>Website </li></ul...
Post Event Marketing <ul><ul><li>Keep the buzz going long after your event is over: </li></ul></ul><ul><ul><ul><li>Schedul...
Ready, Set, GO Fundraise! <ul><li>“ You see, in life, lots of people know what to do, but few people actually do what they...
Thank you and Happy Fundraising! <ul><li>Lisa Morrissey </li></ul><ul><li>LIDO Consulting Group </li></ul><ul><li>www.lido...
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Planning Your Way To Fundraising Success

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Planning Your Way To Fundraising Success

  1. 1. Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009
  2. 2. Why You Need a Plan <ul><li>“ A goal without a plan is just a wish” </li></ul><ul><li>Antoine de Saint Exupery (1900 - 1944) </li></ul>
  3. 3. Why You Need a Plan <ul><li>Ensures that each of your actions are focused on reaching your goals. </li></ul><ul><li>Allows you to be more efficient and effective with your time and resources. </li></ul><ul><li>Organizes thoughts/ideas and resources needed for success. </li></ul>
  4. 4. Annual Fundraising Plan Fundraising Calendar Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Annual Meeting and Donor Recognition Event Applications for Govt. Programs/Grant Submissions Recruit Major Gift Committee Members Identify & Cultivate Major Gift Prospects Fundraising & Awareness Event Meetings Identify & Cultivate Key Sponsors Major Gifts Solicited Annual Fundraising Event Direct Mail and On-line Campaign
  5. 5. Goals <ul><li>A successful plan begins with measurable goals: </li></ul><ul><li>Sample Goals for Fundraising Event: </li></ul><ul><li>Raise $______________. </li></ul><ul><li>Add ____ new, solid contacts to our database – including name, position, address, telephone number, and email address. </li></ul><ul><li>Increase awareness of our new service/project among South Shore business owners. </li></ul>
  6. 6. Resources <ul><li>Make a list of your organization’s resources and fundraising strengths: </li></ul><ul><li>People – their connections, talents, and resources. </li></ul><ul><ul><li>Including: employees, volunteers, and Board of Directors </li></ul></ul><ul><li>Available, ‘free’ or low-cost venues </li></ul><ul><li>Equipment </li></ul><ul><li>Miscellaneous supplies </li></ul><ul><li>Money – out of pocket expenses, including necessary supplies/services that are not available for ‘free’. </li></ul>
  7. 7. Strengths and Weaknesses <ul><li>Make a list of what has worked well, what has not, and your organization’s overall fundraising strengths and weaknesses: </li></ul><ul><li>Ex. </li></ul><ul><ul><li>Strengths: Weaknesses: </li></ul></ul><ul><ul><li>1) Organizing and utilizing 1) Securing major sponsors. </li></ul></ul><ul><ul><li>committed volunteer force. </li></ul></ul><ul><ul><li>2) Obtaining donations of services 2) Promotion/marketing. </li></ul></ul><ul><ul><li>and items. </li></ul></ul><ul><ul><li>3) Smart, committed staff and BOD. 3) Not all members of BOD actively support fundraising initiatives. </li></ul></ul>
  8. 8. What Type of Event Will Bring the Greatest Success <ul><li>Next Steps: </li></ul><ul><ul><li>Brainstorm the types of events that would allow you to most effectively and successfully reach your goals. </li></ul></ul><ul><ul><ul><li>Be creative and have some fun! </li></ul></ul></ul><ul><ul><li>Choose the event that best fits with our goals, resources and strengths and weaknesses. </li></ul></ul>
  9. 9. Planning the Event <ul><li>Once the type of event has been determined: </li></ul><ul><ul><li>1) Set the date(s), </li></ul></ul><ul><ul><li>2) Secure any necessary venues, </li></ul></ul><ul><ul><li>3) Sign all vendor contracts – after your attorney has reviewed them  , </li></ul></ul><ul><ul><li>4) Make a list of all needs and action items, </li></ul></ul><ul><ul><li>5) Prepare a schedule of meeting dates and action item deadlines. </li></ul></ul>
  10. 10. Your Event’s Marketing Plan <ul><li>You are now ready to create a Marketing and Promotion plan for your event: </li></ul><ul><li>Once again you must begin with your measurable goals: </li></ul><ul><li>Raise $______________. </li></ul><ul><ul><li>How much of this is raised via sponsors? </li></ul></ul><ul><ul><li>How much is raised via individual donors? </li></ul></ul><ul><ul><li>How much is each member of our BOD responsible for raising? </li></ul></ul>
  11. 11. Securing Event Sponsors <ul><li>Make a list of potential sponsors and sponsor types that fit well with your organization/project and your target market. </li></ul><ul><ul><li>Ex. Since our sample target market is South Shore business owners, what businesses might be interested in partnering with you on this event? </li></ul></ul>
  12. 12. Engaging Your Sponsors <ul><li>Be sponsor-centric </li></ul><ul><ul><li>Educate your prospective sponsors about your organization and what their sponsorship funds will support </li></ul></ul><ul><ul><li>Create a sponsorship menu </li></ul></ul><ul><ul><ul><li>Make certain you are providing your sponsors with benefits that are important to them. </li></ul></ul></ul><ul><ul><ul><li>If you are not certain about the value of certain benefits, ask. </li></ul></ul></ul><ul><ul><ul><li>Provide sponsorship opportunities for a variety of risk levels. </li></ul></ul></ul>
  13. 13. Individual Donors <ul><li>Participation fee </li></ul><ul><li>Opportunities to give during event </li></ul><ul><li>Give without attending/participating </li></ul><ul><li>Donate via providing goods and/or services </li></ul>
  14. 14. Individual Donors <ul><li>Make certain: </li></ul><ul><ul><li>You ask </li></ul></ul><ul><ul><li>You make it easy to give (on-line, via mail, via credit card, over the phone, cash) </li></ul></ul><ul><ul><li>You make the experience the best possible for all participants and donors! </li></ul></ul>
  15. 15. Remember Your Event Goals <ul><li>Goal: </li></ul><ul><li>Add _____new, solid contacts to our database – including name, position, address, telephone number, and email address. </li></ul><ul><ul><li>Every contact/touch needs to include a process for collecting this data. </li></ul></ul><ul><ul><ul><li>When they register – on-line, over the phone, via the snail mail or email </li></ul></ul></ul><ul><ul><ul><li>When they check in </li></ul></ul></ul><ul><ul><ul><li>When they send in their donation </li></ul></ul></ul><ul><ul><ul><li>Internal communications and execution are key here! </li></ul></ul></ul>
  16. 16. Target Market <ul><li>Goal: </li></ul><ul><li>3. Increase awareness of our new service/project among South Shore business owners. </li></ul><ul><ul><li>Target market – all marketing and promotional efforts and dollars spent should have target market(s) in mind. </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Attend Chamber and business networking events, </li></ul></ul></ul><ul><ul><ul><li>Obtain contacts from BOD, </li></ul></ul></ul><ul><ul><ul><li>Run ads/press releases in business section of newspapers and magazines, </li></ul></ul></ul><ul><ul><ul><li>Provide current business owner connections w/marketing materials that they can share </li></ul></ul></ul>
  17. 17. PR and Promotional Strategy <ul><ul><li>Your organization’s web presence: </li></ul></ul><ul><ul><ul><li>Website – video, interactive, photos, subscribe and donate buttons (Google Checkout, PayPal) </li></ul></ul></ul><ul><ul><ul><li>Blog – your organization’s, guest blogging </li></ul></ul></ul><ul><ul><ul><li>Social Media/Networking opportunities – Twitter, LinkedIn, FaceBook (FaceBook Causes), YouTube, other on-line networking mediums. </li></ul></ul></ul><ul><ul><ul><li>Submit news releases to on-line providers – including and most importantly to news sources </li></ul></ul></ul>
  18. 18. More Promotional Opportunities <ul><ul><li>Calendar section of: </li></ul></ul><ul><ul><ul><li>local newspapers </li></ul></ul></ul><ul><ul><ul><li>associations </li></ul></ul></ul><ul><ul><ul><li>Websites w/ calendar posting options </li></ul></ul></ul><ul><ul><li>News releases – pre-event, 1 month through to two weeks prior, and post event. </li></ul></ul><ul><ul><li>Email ‘blasts’ – encourage and make it easy for recipients to share with others/pass it along. </li></ul></ul><ul><ul><li>Networking groups and associations, chambers of commerce, etc. </li></ul></ul><ul><ul><li>Don’t forget to snail mail - 6, 3 and 2 months prior to your event. </li></ul></ul>
  19. 19. Communication Is Key <ul><li>Create flyers and copy that look good, are informative and can be easily reproduced and shared electronically. </li></ul><ul><li>Internal communications – make sure all know about it, understand, can speak to it and can help you to create a buzz! </li></ul>
  20. 20. Marketing Opportunities During the Event <ul><li>Educate attendees, supporters, donors and sponsors </li></ul><ul><ul><li>Presentation/information available during event </li></ul></ul><ul><ul><li>Do not assume they already know all of the wonderful things you are doing </li></ul></ul><ul><ul><li>Help them to feel good about giving your organization their support, time and/or money! </li></ul></ul>
  21. 21. Post Event Marketing <ul><ul><li>Follow-up Communications - Thank you notes/emails/ads/news releases, etc. should include: </li></ul></ul><ul><ul><ul><li>A sincere thank you. </li></ul></ul></ul><ul><ul><ul><li>Sponsor and major benefactor recognition. </li></ul></ul></ul><ul><ul><ul><li>Amount of funds raised. </li></ul></ul></ul><ul><ul><ul><li>Where the funds raised will go/who or what it will support and/or make possible. </li></ul></ul></ul>
  22. 22. Post Event Marketing <ul><li>Event Videos, Photographs, Quotes, and News Coverage: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>News sources – newspapers, radio, television </li></ul></ul><ul><ul><li>Follow-up emails/e-newsletters </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Etc! </li></ul></ul>
  23. 23. Post Event Marketing <ul><ul><li>Keep the buzz going long after your event is over: </li></ul></ul><ul><ul><ul><li>Schedule emails, e-newsletters, mailings and other communications: </li></ul></ul></ul><ul><ul><ul><ul><li>3, 6 and 9 months out </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep all supporters informed in order that your organization may stay top of mind </li></ul></ul></ul></ul><ul><ul><li>Continue to enhance and update your web presence </li></ul></ul>
  24. 24. Ready, Set, GO Fundraise! <ul><li>“ You see, in life, lots of people know what to do, but few people actually do what they know. Knowing is not enough! You must take action.” </li></ul><ul><li>Anthony Robbins </li></ul>
  25. 25. Thank you and Happy Fundraising! <ul><li>Lisa Morrissey </li></ul><ul><li>LIDO Consulting Group </li></ul><ul><li>www.lidocg.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>781-974-8968 </li></ul><ul><li>Follow me on Twitter: @LIDOcg </li></ul>

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