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Fundraising Fundamentals


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Fundraising Fundamentals

  1. 1. Fundraising Fundamentals The Case For Support Welcome! Alanna Jones, CFRE Senior Development Officer University of Toronto [email_address] 416.978.0169.
  2. 2. #1 Fundraising Fundamental: CASE FOR SUPPORT DEFINITION <ul><li>What is a Case for Support? In accordance with the national curriculum of AFP, the case is a statement of the cause. </li></ul><ul><li>The organization’s mission and strategic plan drive the organization’s case </li></ul><ul><li>The case is the expression of the cause and all the reasons why prospective donors might want to contribute to the advancement of the cause </li></ul><ul><li>describing the organization’s goals and objectives </li></ul><ul><li>covering the programs and services provided </li></ul><ul><li>explaining the role of philanthropy in achieving goals </li></ul><ul><li>There is one large case for the organization, from which smaller individual case statements are developed for various </li></ul><ul><li>constituencies and programs; </li></ul>
  3. 3. #2 Fundraising Fundamental: PURPOSE OF A CASE <ul><li>In accordance with the national curriculum of AFP, the Purpose of a Case is – </li></ul><ul><li>It states the case for the institution’s aims, purposes and mission </li></ul><ul><li>It presents the case for current programs </li></ul><ul><li>It shows how new programs will enrich and benefit the lives of many </li></ul><ul><li>It dramatically shows the institution’s impact on the community economically, socially, artistically, spiritually and/or historically </li></ul><ul><li>for today and tomorrow. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  4. 4. #3 Fundraising Fundamental: Know Your Charitable Sector <ul><li>knowledge of your charitable sector – local, provincial, national, global. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  5. 5. #4 Fundraising Fundamental: You need information in order to establish the Case in the first place. <ul><li>Remember the AFP definition of the Case which defines a wide range of required information. Centralization and the compilation of this information, or what is referred to as Case Content , is imperative. </li></ul><ul><li>  </li></ul><ul><li>The cause </li></ul><ul><li>Mission </li></ul><ul><li>Objectives </li></ul><ul><li>Organization’s aspirations, goals, needs </li></ul><ul><li>Strategies and tasks plans </li></ul><ul><li>Staff </li></ul><ul><li>Budget & Financial History - Financial performance affects the programmatic performance. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  6. 6. The Case for Fundraising <ul><li>“ Finally, it should be said that the case for fundraising – taking into account what has been said about people, causes and giving – should aim high, provide perspective, arouse a sense of history and continuity, convey a feeling of importance, relevance, and urgency, and have whatever stuff is needed to warm the heart and stir the mind.” </li></ul><ul><li>  Ted B. Bayley, The Complete Guide to Successful Campaigns </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  7. 7. # 5 Fundraising Fundamental: What is a Case Statement? <ul><li>In accordance with the national curriculum of AFP, the case statement is that it is a written version of the case for a specific constituency or campaign. A specific, written case statement is derived from the institution’s overall case. The specific case statement should include: </li></ul><ul><li>  </li></ul><ul><li>The institution’s services, programs, and objectives </li></ul><ul><li>The difference it would make if a donor supported the cause. </li></ul><ul><li>  </li></ul><ul><li>  Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  8. 8. # 5 Fundraising Fundamental: What is a Case Statement? <ul><li>How the goals of the fundraising program support the institution – how funds will be used, why reaching the goals is vital to society and particularly to those served by your institution, how the success of the fundraising program will strengthen the institution. </li></ul><ul><li>Ways in which the institution will remain significantly productive in the next decade – through the generosity of its supporters; through its own efforts to operate more efficiently. </li></ul><ul><li>What the institution must do to improve or change its activities </li></ul><ul><li>and aims, and why the institution is valuable to society. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  9. 9. The Case Statement <ul><li>“ The case statement is the one definitive piece of the whole campaign. It tells all the needs to be told, answers all the important questions, reviews the arguments for support, explains the proposed plan for raising the money, and shows how gifts may be made, and who the people are who vouch for the project, and who will give it leadership </li></ul><ul><li>and direction”. Harold J. Seymour </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  10. 10. #6 Fundraising Fundamental: 5 main uses in writing the Case Statement <ul><li>Obtaining feedback and consensus on the case </li></ul><ul><li>Setting Priorities </li></ul><ul><li>  </li></ul><ul><li>Recruiting volunteer leadership </li></ul><ul><li>Testing the market </li></ul><ul><li>Forming a basis for case materials </li></ul><ul><li>Telling the story </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  11. 11. #7 Fundraising Fundamental : Your Goal in Writing <ul><li>Your goal in writing is to get agreement to emerge concerning priorities, aims, and financial goals. This process is as important as the outcome. </li></ul><ul><li>  </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  12. 12. #8 Fundraising Fundamental: Telling the Story <ul><li>  </li></ul><ul><li>“… to expand the resources available and fully utilize this investment to achieve the desired benefit for all.”… </li></ul><ul><li>What???? </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  13. 13. #8 Fundraising Fundamental: Telling the Story <ul><li>   </li></ul><ul><li>Write in the present tense as if your strategies are already the reality </li></ul><ul><li>Include distinctive and innovative programs, give supporters examples, illustrations, and case histories of your organization’s success stories </li></ul><ul><li>Keep the case simple and brief; do not drown supporters in data </li></ul><ul><li>All the vital statistics belong in the attachments </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul><ul><li>        </li></ul>
  14. 14. #8 Fundraising Fundamental: Telling the Story <ul><li>Highlight evidence of the planning behind the program – it shows the prospects that the initiative is managed in a professional fashion </li></ul><ul><li>Anticipate questions and answer particular concerns expressed by every reader of the case, such as other volunteers, clients </li></ul><ul><li>Be concrete and specific; state your goals in positive terms and relate what the organization is, rather than what it is not </li></ul><ul><li>Multiple language translation – goes directly to the </li></ul><ul><li>constituents you are serving </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  15. 15. #8 Fundraising Fundamental: Telling the Story <ul><li>Focus on your organization’s strengths – those attributes </li></ul><ul><li>that will make you an attractive philanthropic investment. </li></ul><ul><li>Make the donor a hero whose gift will solve the problem </li></ul><ul><li>Focus on what your readers want to hear and their interests </li></ul><ul><li>Use testimonials – those served; donor perspective </li></ul><ul><li>Remain “on message” with all marketing material </li></ul><ul><li>Ask for money </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  16. 16. #9 Fundraising Fundamentals Writing to the Donors <ul><li>Who is our prospective donor ? </li></ul><ul><li>Will we appeal to a broad audience, or a closely knit institutional family? </li></ul><ul><li>  </li></ul><ul><li>What is the donor’s connection to the institution? </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul><ul><li>  </li></ul>
  17. 17. #9 Fundraising Fundamentals Writing to the Donors <ul><li>What are the donors most basic concerns and great aspirations? </li></ul><ul><li>  </li></ul><ul><li>Donors are now searching to enhance and maximize the value they receive. Are your achieving this? Now, more than ever, donors are looking for sold, outcomes-based information regarding the impact of their gifts. </li></ul><ul><li>  </li></ul><ul><li>Focusing your strategies on addressing issues and developing meaningful solutions to those issues ensures that you are constantly adding value to those you serve. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  18. 18. #9 Fundraising Fundamentals Writing to the Donors <ul><li>Remember there are primarily three types of corporate gifts – membership, philanthropy and marketing – which are you writing too? </li></ul><ul><li>Think like a donor because you are a donor </li></ul><ul><li>Remember “The Gatekeepers” words “ I spend a significant amount of time just learning the issues” Patty Stonesifer, Co-Chair, Bill & Melinda Gates Foundation </li></ul>
  19. 19. #10 Fundraising Fundamental – Adapting the Case for Your Market Segments. <ul><li>Rosso’s Theory of Constituent Development </li></ul>Clients Members Employees Volunteers General donors Former participants People with similar interests Management Staff Major Donors Board
  20. 20. Effective Cases for Support Why they have impact <ul><li>  </li></ul><ul><li>Explains why the fundraising opportunity is an investment that is consistent with the donor’s values and interests. </li></ul><ul><li>  </li></ul><ul><li>Does not limit itself to the institution. The most effective cases for support examine issues in society as thoroughly as they describe the institution’s programmes. </li></ul><ul><li>  </li></ul><ul><li>Is accurate – claims are fully supported. </li></ul><ul><li>Provide vital information on the organization or program’s </li></ul><ul><li>community benefits and relevance from the donor’s </li></ul><ul><li>perspective. </li></ul><ul><li>  </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  21. 21. Effective Cases for Support Why they have impact <ul><li>Is memorable which is to say that it is brief, to the point, well-organized and meaningful. </li></ul><ul><li>  </li></ul><ul><li>Reads with a sense of urgency, so the donor is convinced to make a gift quickly. </li></ul><ul><li>  </li></ul><ul><li>Evokes positive feelings – is based on the strengths of the institution, not its needs </li></ul><ul><li>Have fundraising goals and the potential donor’s role in </li></ul><ul><li>helping to achieve it. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  22. 22. Effective Cases for Support Why they have impact <ul><li>  </li></ul><ul><li>Shares pertinent facts to highlight competence and effectiveness </li></ul><ul><li>  </li></ul><ul><li>Presents an impact beyond the initiative – it’s big! </li></ul><ul><li>Both rational and emotional. – Often human anecdotes appeal to the heart while statistical data reassure the head. </li></ul><ul><li>Causes people who read and learn of the case to feel that they </li></ul><ul><li>have a chance to make history and that the time for action is NOW. </li></ul><ul><li>Use testimonials – those served and the donor perspective. </li></ul><ul><li>Fundraising Day 2005, Fundraising Fundamentals </li></ul>
  23. 23. 2005 Marketing Magazine Marketing Awards <ul><li>  GOLD </li></ul><ul><li>TITLE: Apples PRODUCT: First United Mission </li></ul>                                                                                                              
  24. 24. 2005 Marketing Magazine Marketing Awards SILVER TITLE: Toothpaste PRODUCT: First United Mission                                                                                                                          
  25. 25. 2005 Marketing Magazine Marketing Awards <ul><li>BRONZE </li></ul><ul><li>TITLE: Underpants </li></ul><ul><li>PRODUCT: First United Mission </li></ul>                                      
  26. 26. #11 Fundraising Fundamental: The Case is not effective without YOU. <ul><li>“ Nothing great was ever achieved without enthusiasm.” </li></ul><ul><li>Ralph Waldo Emerson </li></ul>
  27. 27. #12 Fundraising Fundamental: Are You Mission-Driven? <ul><li>Do you consider yourself a professional fundraiser or someone who is raising awareness and support for something which you sincerely believe? </li></ul><ul><li>Anything we do should be connected to our mission and everything we do drives that mission. </li></ul><ul><li>Being mission-driven showcases the impact contributions make </li></ul><ul><li>on lives. </li></ul>
  28. 28. Case Review ROM Renaissance Campaign & Toronto International Film Festival Group’s Festival Centre <ul><li>Is there clarity of the case for the institution’s aims, purposes and mission? </li></ul><ul><li>Is there clarity of the presentation of the case for current programs ? </li></ul><ul><li>What would you add, change, delete? </li></ul><ul><li>How does the case shows how these new programs will enrich and benefit the lives of many? </li></ul><ul><li>How does the case dramatically shows the institution’s impact on </li></ul><ul><li>the community economically, socially, artistically, spiritually and/or historically for today and tomorrow? </li></ul>
  29. 29. <ul><li>Thank you! </li></ul>