Building and Implementing a Healthy Fundraising Program<br />Marc A. Pitman, www.FundraisingCoach.com<br />
Who am I?<br />Chosen for Seth Godin’s BullMarket Guide as a person “will shake things up”<br />Creator of the Extreme Fun...
Today’s Goals<br />3’s—types of communication, fundraising, times of a campaign<br />Where most money comes from<br />Simp...
Today’s Goals<br />3’s—types of communication, fundraising, times of a campaign<br />Where most money comes from<br />Simp...
Two things to get started <br />It’ll be O.K.<br />
Two things to get started <br />It’ll be O.K.<br />You can do it.<br />
Constant Tension<br />90% - 10%<br />But must have a BROAD range of givers so losing one is no great loss<br />
3 Source of Funds: Giving USA 2006<br />
3 Types of Communication<br />Cultivation<br />Solicitation<br />Stewardship<br />
Cultivation<br />the 2 local business owners<br />educating<br />dating<br />
Solicitation<br />#1 reason people don’t give? <br />They&apos;re not asked!<br />Upgrade<br />one client started asking $...
Stewardship<br />Say “thank you” 7 times between asks (so go for multi-year pledges!)<br />
3 Types of Fundraising Goals<br />Annual<br />Capital<br />Endowment<br />
AF/Operating<br />The most important<br />often involves direct mail, phonathons, and other annual “-athons” (walkathons, ...
Endowment<br />The keel of the ship, it helps you weather tough times<br />Funds invested with only a portion of the inter...
3 Ways to Raise Money<br />
Written<br />mail<br />web<br />e-mail<br />don’t ask for money in email without having a way to donate online<br />Phone<...
Events<br />gets lots of people on board<br />TIME INTENSIVE for possibly little return<br />Risk offending donors<br />I&...
Give them 3 years before<br />events do have value<br />but you need to create a culture and fine tune them before giving ...
Determine your focus<br />Use “The Curly Credo”<br />What&apos;s the “one thing” of your event?<br />
Cultivation<br />Handshake Events<br />Not for $ right now<br />friends invite friends/org invites people they want to get...
Solicitation<br />Low Key FR Events<br />Much like above but with<br />either the promise of follow up<br />or a pledge ca...
Stewardship<br />Say thank you<br />and DON’T ASK FOR MONEY<br />
Clear plan & script EVERYTHING<br />All should be tightly timed<br />Often want to allow ample socializing time: friends b...
3 Things to Measure<br />
Fundraising…a privilege <br />
Let&apos;s Get R.E.A.L.!<br />Research<br />Engage<br />Ask<br />Love/Like/Live<br />
Research<br />About your goals:<br />Case statement<br />Gift table<br />Naming Opps<br />
Case Statementsearch<br />
www.GiftRangeCalculator.com<br />
Naming Opportunities<br />
Naming Opportunities<br />
Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />
Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />Be re...
Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />Be re...
Engage<br />Fundraising is like dating<br />Get to know them<br />What got them involved in the nonprofit? What impressed ...
Multiple Tools<br />Face-to-face<br />ALWAYS the best<br />This is what brings in the money<br />
F2F<br />most effective<br />most time consuming<br />Or maybe not: you could organize a silent auction to give you $10,00...
Multiple Tools<br />Phone<br />be natural<br />
Phone calls<br />one client wanted to make phone calls to<br />Survey about a new mailing strategy<br />Ask for a gift<br ...
Multiple Tools<br />E-mail<br />can work VERY effectively<br />see my e-course<br />
Multiple Tools<br />E-mail<br />can work VERY effectively<br />see my e-course<br />
Multiple Tools (cont)<br />Mail<br />“This made me think of you” notes<br />
Multiple Tools (cont)<br />Web<br />Where&apos;s the banana?<br />
Try Others<br />
3 minutes – 1000’s of people<br />
Ask<br />#1 Reason people don&apos;t give? <br />
Ask<br />Find a connection and put the plug into the outlet!<br />Make It Easy<br />
Different Strokes for Different Folks:<br />Dominant<br />Inspiring<br />Steady<br />Calculating<br />Therefore, speak to ...
Make It Easy<br />Phraseology<br />Make Your Own Gift First!<br />&quot;I can appreciate that&quot;<br />Props<br />Render...
Tangibilitize your ask<br />Heifer.org gives all sorts of gift ranges represented by different animals:<br />a $500 gift i...
Handling Objections<br />What are common ones?<br />Don&apos;t have the money<br />when might you?<br />when may I come ba...
Love/Like/Live<br />Love/Like the person anyway—they&apos;re more important than the gift<br />This business is ALL about ...
7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />
7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />
7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />The Mrs. McTat’s Gaff<br />
7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />The Mrs. McTat’s Gaff<br />The S...
7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />
7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />The You’re-Good-Enough-To-Go-It-Alone ...
7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />The You’re-Good-Enough-To-Go-It-Alone ...
Crafting Your Message<br />PYITS<br />Dealing with F.E.A.R.<br />The Rule of 3’s<br />
PYITS: An Effective Cure<br />Put Yourself In Their Shoes<br />&quot;Credit Denied&quot; mailing<br />Do you like calls to...
Dealing with F.E.A.R.<br />False Evidence Appearing Real<br />Asking for money or helping change a kid’s life?<br />Reject...
Rule of 3’s<br />Who’s Your Jennifer?<br />Three Attributes<br />Three Channels<br />Three Times/Month for Three Months<br />
You Can Do It!<br />BEE YOURSELF<br />Make your gift first!<br />Don&apos;t feel guilty that you&apos;re afraid<br />Have ...
Tool shop including: The Creating Donor Evangelists Program<br />Give me your card for a free copy of $100,000 Guide to Em...
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Building and Implementing a Healthy Fundraising Program

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These are the slides from a 2-hour training I gave in Seattle for the Community Health Plan of Washington. I aimed to give a broad overview of fundraising AND practical tips on how to get started today.

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Building and Implementing a Healthy Fundraising Program

  1. 1. Building and Implementing a Healthy Fundraising Program<br />Marc A. Pitman, www.FundraisingCoach.com<br />
  2. 2. Who am I?<br />Chosen for Seth Godin’s BullMarket Guide as a person “will shake things up”<br />Creator of the Extreme Fundraising Ezine (http://fundraisingcoach.com)<br />Author of Ask Without Fear! and Creating Donor Evangelists<br />
  3. 3. Today’s Goals<br />3’s—types of communication, fundraising, times of a campaign<br />Where most money comes from<br />Simple approach to fundraising: Get R.E.A.L.<br />Ideas on using social media<br />
  4. 4. Today’s Goals<br />3’s—types of communication, fundraising, times of a campaign<br />Where most money comes from<br />Simple approach to fundraising: Get R.E.A.L.<br />Ideas on using social media<br />The repetition in today’s presentation is intentional!<br />
  5. 5. Two things to get started <br />It’ll be O.K.<br />
  6. 6. Two things to get started <br />It’ll be O.K.<br />You can do it.<br />
  7. 7. Constant Tension<br />90% - 10%<br />But must have a BROAD range of givers so losing one is no great loss<br />
  8. 8. 3 Source of Funds: Giving USA 2006<br />
  9. 9. 3 Types of Communication<br />Cultivation<br />Solicitation<br />Stewardship<br />
  10. 10. Cultivation<br />the 2 local business owners<br />educating<br />dating<br />
  11. 11. Solicitation<br />#1 reason people don’t give? <br />They&apos;re not asked!<br />Upgrade<br />one client started asking $1000 donors if they’d move up to the $2500 category. Many did!<br />Don’t feel compelled to justify the ask for more in a transactional sense. FR isn’t a business transaction.<br />
  12. 12. Stewardship<br />Say “thank you” 7 times between asks (so go for multi-year pledges!)<br />
  13. 13. 3 Types of Fundraising Goals<br />Annual<br />Capital<br />Endowment<br />
  14. 14. AF/Operating<br />The most important<br />often involves direct mail, phonathons, and other annual “-athons” (walkathons, bikeathons, etc.)<br />keep this as unrestricted as possible<br />
  15. 15. Endowment<br />The keel of the ship, it helps you weather tough times<br />Funds invested with only a portion of the interest thrown off used as income<br />Be careful to not over restrict! (Churches with Easter flowers but no money for plumbing)<br />
  16. 16. 3 Ways to Raise Money<br />
  17. 17. Written<br />mail<br />web<br />e-mail<br />don’t ask for money in email without having a way to donate online<br />Phone<br />because often needs a script<br />be sure it’s more of a convenience for them not for you (the nonprofit)<br />
  18. 18. Events<br />gets lots of people on board<br />TIME INTENSIVE for possibly little return<br />Risk offending donors<br />I&apos;ve heard that April and November are the best months for events<br />give them 3 years before deciding to discontinue<br />Determine your focus<br />Clear plan & script EVERYTHING<br />
  19. 19. Give them 3 years before<br />events do have value<br />but you need to create a culture and fine tune them before giving up on them<br />
  20. 20. Determine your focus<br />Use “The Curly Credo”<br />What&apos;s the “one thing” of your event?<br />
  21. 21. Cultivation<br />Handshake Events<br />Not for $ right now<br />friends invite friends/org invites people they want to get to know<br />Head (facts) and Heart (emotional hook)<br />or moving further into the house?<br />
  22. 22. Solicitation<br />Low Key FR Events<br />Much like above but with<br />either the promise of follow up<br />or a pledge card at the event (I’m not a big fan of this)<br />Be clear in the invitation wording, subtle but clear<br />
  23. 23. Stewardship<br />Say thank you<br />and DON’T ASK FOR MONEY<br />
  24. 24. Clear plan & script EVERYTHING<br />All should be tightly timed<br />Often want to allow ample socializing time: friends brought friends<br />but may want to go for the in-and-out, your-time-is-important approach<br />Which ever you choose be intentional<br />Include times (even “2 minutes”)<br />Talking points for everyone<br />not to lock them in<br />just to give them direction<br />kids on the playground with a fence<br />It&apos;s helpful to put the event objective at the top of this<br />people tend to forget in the rush of activity<br />
  25. 25. 3 Things to Measure<br />
  26. 26. Fundraising…a privilege <br />
  27. 27. Let&apos;s Get R.E.A.L.!<br />Research<br />Engage<br />Ask<br />Love/Like/Live<br />
  28. 28. Research<br />About your goals:<br />Case statement<br />Gift table<br />Naming Opps<br />
  29. 29. Case Statementsearch<br />
  30. 30. www.GiftRangeCalculator.com<br />
  31. 31. Naming Opportunities<br />
  32. 32. Naming Opportunities<br />
  33. 33. Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />
  34. 34. Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />Be realistic<br />
  35. 35. Research<br />About your prospect<br />Tools<br />Google it<br />Blackbaud Analytics, Wealth Point, P!N Network<br />Be realistic<br />Avoid Paralysis By Analysis<br />
  36. 36. Engage<br />Fundraising is like dating<br />Get to know them<br />What got them involved in the nonprofit? What impressed them most?<br />What fascinates them<br />Office/pictures/trophies<br />Let them get to know about what makes your organization unique<br />
  37. 37. Multiple Tools<br />Face-to-face<br />ALWAYS the best<br />This is what brings in the money<br />
  38. 38. F2F<br />most effective<br />most time consuming<br />Or maybe not: you could organize a silent auction to give you $10,000 (LOTS of work) or ask an individual over coffee.<br />
  39. 39. Multiple Tools<br />Phone<br />be natural<br />
  40. 40. Phone calls<br />one client wanted to make phone calls to<br />Survey about a new mailing strategy<br />Ask for a gift<br />Ask if there were anything that the person being called would like prayer for<br />I help my clients prune their purpose. I advised deciding on ONE purpose for the call<br />multiple choices confuse the caller and the called<br />it&apos;s fine if they all happen in the same call—just be sure to have one reason for calling<br />
  41. 41. Multiple Tools<br />E-mail<br />can work VERY effectively<br />see my e-course<br />
  42. 42. Multiple Tools<br />E-mail<br />can work VERY effectively<br />see my e-course<br />
  43. 43. Multiple Tools (cont)<br />Mail<br />“This made me think of you” notes<br />
  44. 44. Multiple Tools (cont)<br />Web<br />Where&apos;s the banana?<br />
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51. Try Others<br />
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58. 3 minutes – 1000’s of people<br />
  59. 59.
  60. 60. Ask<br />#1 Reason people don&apos;t give? <br />
  61. 61. Ask<br />Find a connection and put the plug into the outlet!<br />Make It Easy<br />
  62. 62. Different Strokes for Different Folks:<br />Dominant<br />Inspiring<br />Steady<br />Calculating<br />Therefore, speak to the head & the heart<br />
  63. 63. Make It Easy<br />Phraseology<br />Make Your Own Gift First!<br />&quot;I can appreciate that&quot;<br />Props<br />Renderings<br />Gift Charts<br />Options: Arrows in your quiver<br />monthly giving options<br />Maybe: good, better, best<br />
  64. 64.
  65. 65. Tangibilitize your ask<br />Heifer.org gives all sorts of gift ranges represented by different animals:<br />a $500 gift is symbolized as a gift of a heifer,<br />$120 a gift of a pig,<br />$60 a trio of rabbits,<br />$20 a gift of chickens. <br />A $5000 gift is “a gift of an ark”! <br />The prices in this catalog represent the complete livestock gift of a quality animal, technical assistance and training. Each purchase is symbolic and represents a contribution to the entire mission of Heifer International. Donations will be used where needed most to help struggling people.<br />
  66. 66. Handling Objections<br />What are common ones?<br />Don&apos;t have the money<br />when might you?<br />when may I come back?<br />Giving elsewhere<br />best objection<br />&quot;how could we get in your top 10 giving priorities?“<br />Not interested<br />Are they comatose? *grin*<br />
  67. 67. Love/Like/Live<br />Love/Like the person anyway—they&apos;re more important than the gift<br />This business is ALL about relationships<br />Live with their response!<br />You don&apos;t always have to like the response but keep on loving the person<br />
  68. 68. 7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />
  69. 69. 7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />
  70. 70. 7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />The Mrs. McTat’s Gaff<br />
  71. 71. 7 Frequent Fundraising Myths<br />The Mickey D’s Mistake<br />The Cheez-It Treatment<br />The Mrs. McTat’s Gaff<br />The Spell-Check-Will-Catch-It Faux Pas<br />
  72. 72. 7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />
  73. 73. 7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />The You’re-Good-Enough-To-Go-It-Alone Syndrome<br />
  74. 74. 7 Frequent Fundraising Faux Pas’<br />The “My Way or the Highway” Mistreatment<br />The You’re-Good-Enough-To-Go-It-Alone Syndrome<br />The Field of Dreams Fiasco<br />
  75. 75. Crafting Your Message<br />PYITS<br />Dealing with F.E.A.R.<br />The Rule of 3’s<br />
  76. 76. PYITS: An Effective Cure<br />Put Yourself In Their Shoes<br />&quot;Credit Denied&quot; mailing<br />Do you like calls to sound scripted or natural?<br />No entitlement<br />
  77. 77. Dealing with F.E.A.R.<br />False Evidence Appearing Real<br />Asking for money or helping change a kid’s life?<br />Rejecting YOU or the cause?<br />This isn&apos;t life or death!<br />
  78. 78. Rule of 3’s<br />Who’s Your Jennifer?<br />Three Attributes<br />Three Channels<br />Three Times/Month for Three Months<br />
  79. 79. You Can Do It!<br />BEE YOURSELF<br />Make your gift first!<br />Don&apos;t feel guilty that you&apos;re afraid<br />Have courage (it&apos;s not courage without fear)<br />Keep it simple<br />Have fun!<br />
  80. 80. Tool shop including: The Creating Donor Evangelists Program<br />Give me your card for a free copy of $100,000 Guide to Email Solicitation e-course<br />Free blog, articles, book reviews, and more!<br />marc@fundraisingcoach.com<br />

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