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The fundraising landscape is changing rapidly and the way funders want to work with nonprofits is too. Mallory Erickson will help you start your 2022 off fundraising in the right way.
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How to Raise 25% More from the Right Funders in 2022 and Beyond
1. HOW TO RAISE MORE
25% MORE FROM THE
IN 2022 AND BEYOND
RIGHT FUNDERS
WITH MALLORY ERICKSON
2. HEREโS WHAT WEโRE COVERING TODAYโฆ..
โ Understanding the primary barriers that have been holding your
organization back from fundraising effectively
โ Understanding the difference in securing a 1-time gift vs.
reliable recurring major funders
โ Leveraging your authenticity and releasing perfectionism
โ Activating your empathy to talk to funders in their language
โ Building true win-win partnerships
5. SANDY...
>> She scavenges around her CRM system and
runs report after report on her donor data and
prospect lists.
SCATTERED SANDY
>> She sends out an email to board members.
>> She starts talking to her staff about a
campaign they can build around the challenge.
>> Sheโs scattered and stressed - itโs a hot mess.
6. MAGGIEโฆ..
>> Doesnโt dive right into the nitty gritty - she
takes a step back and creates an effective
engagement strategy and calendar
>> She creates a 5-minute personal sel๏ฌe video -
knows exactly who to reach out to - and sends it
out without second thought to 20 donors.
>> Her engagement methods and authentic
relationship building get 10 donors on the phone
fast and they all participate in the challenge.
18. BEFORE AFTER
โ Worked 15 hour days
โ Never felt like I knew when
I could expect to be
bringing money in the door
โ Constantly felt like I was
waiting for donors to get
back to me
โ Never overworked again
โ Could budget reliable
fundraising revenue
โ Increased impact
โ Enjoyed fundraising
โ Built amazing relationships
with my donors
23. HOW OLD FASHIONED GURUS TEACH
PROSPECTING & ENGAGEMENT
...SO NOW WHAT
DO I DO WHEN NO
ONE RESPONDS
TO MY
OUTREACH?
DO A SEARCH BASED ON WEALTH & LOOSE
MISSION ALIGNMENT
LOOK FOR A WARM CONNECTION
GET INTRO (MAYBE) AND THEN CRICKETS
24. PROSPECTING AND OUTREACH
STRATEGIES
HOURS SPENT WEEKLY
Broad LinkedIn mining 8
Emails to BOD and volunteers asking
for introductions and ghost writing
outreach
12
Emails to donors for โlistening tourโ 10
Funding research based on โwarmโ
leads
15
TOTAL HOURS 45
25. THESE 45 HOURS OF WORK LEAD
TO...67 OUTGOING EMAILS...
10 response emails
8 ideal prospects identi๏ฌed
5 meetings with an ask
1 yes
27. BUT IF YOU FOCUS ON
THE
RIGHT PERSON
AND THE WIN-WIN
SUCCESSFUL COLD
OUTREACH
IS EASY
28. HOW I TEACH PROSPECTING & ENGAGEMENT
WHAT ACTUALLY
CREATES
FUNDRAISING
SUCCESS FOR
YOUR NONPROFIT
FUNDER ALIGNMENT
WHAT ARE DIFFERENT FUNDERS LOOKING FOR?
FUNDER MATCHING
IDENTIFICATION, SEGMENTS, CONNECTIONS AND CALENDAR
ASSET MAPPING
KNOW WHAT TO LOOK FOR IN A PARTNER - WHAT THEY WANT
AND WHAT YOU HAVE TO OFFER
33. LET ME GIVE YOU AN EXAMPLEโฆ.
Letโs talk about Annieโs dog rescue organizationโฆ.
One of the assets that she has is staff members
who are dog trainers.
She set up her sponsorship tiers once.
She has a monthly free training opportunity for people
who have fostered through her org and others.
She designed her effective engagement
communications that are designed to convert
Spends her time on outreach to companies trying to
get in front of dog owners.
34. WHAT MAKES THIS WORK IS THAT ITโS ALL
ABOUT TRUE WIN-WIN ALIGNMENT
COLD OUTREACH WORKS
WHEN YOU MAP YOUR
FUNDERS AND SPEAK TO THE
WIN-WIN IN YOUR OUTREACH
35. โThinking it takes 12-18 months to cultivate
๏ฌve, six, and seven ๏ฌgure gifts.โ
MISTAKE #2
36. ALL THE OLD FASHIONED โGURUSโ TEACH
CULTIVATING LARGE DONATIONS
=
LONG RELATIONSHIP BUILDING PHASE
45. HOW DO YOU KNOW IF YOUโVE BEEN TAUGHT
TO CULTIVATE THE CAR SALESMAN WAY?
#1 If you arenโt being totally transparent about why you
actually want to meet with a funder
#2 It always feels uncomfortable - like youโre doing
something wrong - and youโre constantly getting ghosted by
donors
#3 If your fundraising is not consistent - you may be
fundraising some but you canโt rely on it.
59. CONTEXT SWITCHING IS A KNOWN ISSUE.
HEREโS ONE WAY TO ADDRESS IT:
โ Bucket your time
โ Bucket your funding opportunities
โ Bucket your types of funders
61. LETโS REVIEW HOW TO FIX
THE THREE MISTAKES:
โ Prospect for the win-win alignment using funder
lenses and your organizationโs assets
โ Show up as your authentic and vulnerable self - it
is your superpower!
โ Focus on your one bridge - no more context
switching!
62. AND NOW FOR A FEW MORE
CRITICAL
FUNDRAISING TIPS.
63. Be aware of your thoughts and
beliefs so you can harness your
energy.
TIP #1
68. KNOW, LIKE, TRUST
KNOW
How did they come to know you? And how well do you know them?
LIKE
How do you know they like you? Whatโs the biggest area of alignment?
TRUST
What have you done to ensure they trust you?
69. TRUST IS NOT BUILT WITH PERFECTIONISM
KNOW = REAL STORIES
LIKE = VULNERABILITY
TRUST = SHARING REAL CHALLENGES
71. HOW OLD FASHIONED GURUS TEACH
PROSPECTING & ENGAGEMENT
...SO NOW WHAT
DO I DO WHEN NO
ONE RESPONDS
TO MY
OUTREACH?
DO A SEARCH BASED ON WEALTH & LOOSE
MISSION ALIGNMENT
LOOK FOR A WARM CONNECTION
GET INTRO (MAYBE) AND THEN CRICKETS
73. HOW I TEACH PROSPECTING & ENGAGEMENT
WHAT ACTUALLY
CREATES
FUNDRAISING
SUCCESS FOR
YOUR NONPROFIT
FUNDER DECISION MAKING
UNDERSTANDING YOUR FUNDERS
FUNDER MATCHING
IDENTIFICATION, SEGMENTS, CONNECTIONS AND CALENDAR
ASSET MAPPING
KNOW WHAT TO LOOK FOR IN A PARTNER - WHAT THEY WANT
AND WHAT YOU HAVE TO OFFER
74. Now I am Going to Show You
How You Take These Busted
Myths and Tips & Turn Them
Into a Formula that WORKS
76. POWER PARTNER FORMULA
The only formula you need to raise more from the right funders.
FUNDER
MAPPING
FRAMEWORK
EFFECTIVE
ENGAGEMENT
ROADMAP
SIMPLE
YES
SYSTEM
94. THE EFFECTIVE ENGAGEMENT ROADMAP
KNOW
How did they come to know you? And how well do you know them?
LIKE
How do you know they like you? Whatโs the biggest area of alignment?
TRUST
What have you done to ensure they trust you?
96. REMEMBER THIS?
45 HOURS OF WORK =
67 outgoing emails
10 response emails
8 ideal prospects identi๏ฌed
5 meetings with an ask
1 yes
97. WHAT IF IT LOOKED LIKE THIS?
33 outgoing emails
22 response emails
22 ideal prospects identi๏ฌed
(because this happened FIRST)
15 meetings with an ask
13 yeses
107. THE SIMPLE YES SYSTEM IS A ROUTINE
RIGHT PERSON
+
RIGHT ASK
+
RIGHT TIME
=
RELIABLE FUNDRAISING SUCCESS
108. โI wanted to let you know that all of us at
Tandana are thrilled with the results of our
fall fundraising campaign, especially the
major donor asks. The support and
encouragement of the [Simple Yes System]
have been instrumental in making this great
success possible, particularly in giving me
the con๏ฌdence to actually do it and the
know-how to approach it well.โ
Anna Taft
EXECUTIVE DIRECTOR
109. IF YOU TAKE AWAY ONE THING...
I want you to know that you CAN have
consistent fundraising success
WITHOUT hounding donors for money.
110. OR
Keeps aimlessly outreaching, gets
ghosted constantly, and is just launching
one fundraising effort after another.
Knows exactly what to be working on,
which donors and prospects to prioritize,
how to get in front of the right people,
and when/how to ask. The $ is clockwork.
OPTION 1: SANDY