The Why and How of Giving and Raising Money


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Christine Graham, premiere Vermont fundraiser and development consultant outlines the basics of successful nonprofit fundraising campaigns. Presented by Common Good Vermont and People in Partnership as part of the Fall 2010 Leadership Series in Morrisville Vermont on 9/24/2010.

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The Why and How of Giving and Raising Money

  1. 1. Christine Graham [email_address]
  2. 2. <ul><li>How does money get raised? </li></ul><ul><li>Why do people give? </li></ul><ul><li>How do donors vary? </li></ul><ul><li>How to find and interest donors? </li></ul><ul><li>How do you feel about giving? </li></ul><ul><li>How will your attitudes affect your work? </li></ul>
  3. 3. <ul><li>The Basics </li></ul><ul><li>Levels of giving </li></ul><ul><li>Upward movement </li></ul><ul><li>Ratios </li></ul><ul><li>Balance </li></ul>$$$$$$ Major Donors: 40-60% $$$ Transition donors: 30-45% $ Grassroots and Community donors 10-15 %
  4. 4. <ul><li>People </li></ul><ul><li>Paper </li></ul><ul><li>Phones </li></ul><ul><li>Parties </li></ul><ul><li>Proposals </li></ul><ul><li>Paperless </li></ul><ul><li>Planned Gifts </li></ul><ul><li>Which methods work for which donors? </li></ul>
  5. 5. <ul><li>Your time is limited: you must be strategic! </li></ul><ul><li>You cannot meet your goal without top gifts </li></ul><ul><li>You cannot have a future without a base of support </li></ul><ul><li>Be ambitious but realistic! </li></ul>
  6. 6. <ul><li>Knowing the donor…not just the biographical data, but what makes him tick </li></ul><ul><li>Being sincerely interested </li></ul><ul><li>Understanding what will interest him </li></ul><ul><li>Finding interest points </li></ul><ul><li>Asking questions </li></ul><ul><li>If you don’t like people this isn’t for you! </li></ul>
  7. 7. <ul><li>Analyze the groups and types of people who are good prospects </li></ul><ul><li>Tell the parts of the story they will respond to </li></ul><ul><li>Speak their language </li></ul><ul><li>Use their media </li></ul><ul><li>Be focused and specific </li></ul>
  8. 8. <ul><li>In thanks </li></ul><ul><li>To support the mission </li></ul><ul><li>To build community </li></ul><ul><li>To feel good </li></ul><ul><li>Because they can… </li></ul><ul><li>other reasons? </li></ul>
  9. 9. <ul><li>HIGHER DONORS </li></ul><ul><li>To change the world </li></ul><ul><li>To affect policy </li></ul><ul><li>To achieve major goals </li></ul><ul><li>Psychic ‘return on investment’ </li></ul><ul><li>To acknowledge good, efficient business practice </li></ul><ul><li>LOWER DONORS </li></ul><ul><li>To repay </li></ul><ul><li>To help someone needy </li></ul><ul><li>To keep a community resource </li></ul><ul><li>To feel part of a cause </li></ul>
  10. 11. <ul><li>Understand why people will give to you </li></ul><ul><li>Where are those people? </li></ul><ul><li>Get their names, info, connections </li></ul><ul><li>Prioritize: top, middle, bottom prospects </li></ul><ul><li>Focus on the top </li></ul>
  11. 12. <ul><li>Provide info </li></ul><ul><li>Educate </li></ul><ul><li>Offer hands-on experiences </li></ul><ul><li>Focus on their likely interests </li></ul><ul><li>Make it personal </li></ul><ul><li>Find the right social avenues </li></ul>
  12. 13. <ul><li>Not too early, not too late </li></ul><ul><li>Ask wisely, not too little, not too much! </li></ul><ul><li>Be personal </li></ul><ul><li>LISTEN </li></ul><ul><li>Respond non-defensively </li></ul><ul><li>Be specific </li></ul><ul><li>Think on your feet </li></ul>
  13. 14. <ul><li>THANK! </li></ul><ul><li>Draw your donor into the organization </li></ul><ul><li>Ask for advice </li></ul><ul><li>Ask for help </li></ul><ul><li>Ask for time </li></ul><ul><li>Ask for introductions </li></ul><ul><li>Treat your donors like insiders </li></ul><ul><li>Always make it personal </li></ul>
  14. 15. <ul><li>Think Creatively </li></ul><ul><li>Listen </li></ul><ul><li>Open your mind to new ideas…and not just your own! </li></ul><ul><li>Take criticism thoughtfully </li></ul><ul><li>Stick to values, not habits </li></ul><ul><li>Try to understand </li></ul>
  15. 16. <ul><li>Consider the Life Cycle Pyramid: keep moving! </li></ul>Planned giving Endowment Capital campaigns Special projects Annual giving and memberships
  16. 17. <ul><li>I welcome your questions, so do be in touch: </li></ul><ul><ul><li>Christine Graham </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>802-862-0327 </li></ul></ul><ul><ul><li>You are welcome to use my materials, but please acknowledge the source! </li></ul></ul>