Will My Forensic Program Survive? Building Capacity in Today's Financial Environment

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Will My Forensic Program Survive? Building Capacity in Today's Financial Environment

  1. 1. Will My Forensic Program Survive? Building Program Capacity and Sustainability in Today’s Financial Environment.
  2. 2. Good Afternoon! Rebecca Gordon, Owner The Rebecca Gordon Group rebecca @rebeccagordon.org www.rebeccagordon.org
  3. 3. Today’s Agenda <ul><li>Why We Give </li></ul><ul><li>State of Giving </li></ul><ul><li>Future of Giving </li></ul><ul><li>4 Rules of Fundraising </li></ul><ul><li>4 Questions you Must Answer </li></ul>
  4. 4. Why Do We Give? <ul><li>When was the last time you saw, heard or read something from a good cause (not your own) that prompted you to donate or act? </li></ul>
  5. 5. Why do we NOT give? <ul><li>When was the last time your ignored an appeal? </li></ul>
  6. 6. The Most Important Lesson In Fundraising
  7. 7. Look Through The Eyes of Your Audience donors, funders, prospects
  8. 8. sacred cow <ul><li>  </li></ul><ul><li>– noun </li></ul><ul><li>an individual, organization, institution, etc., considered to be exempt from criticism or questioning. </li></ul>
  9. 9. We are NOT the Target Audience!
  10. 10. Today’s Agenda <ul><li>Why We Give </li></ul><ul><li>State of Giving </li></ul><ul><li>Future of Giving </li></ul><ul><li>4 Rules of Fundraising </li></ul><ul><li>4 Questions you Must Answer </li></ul>
  11. 11. A look At Giving in 2008 <ul><li>Total estimated giving at $307.65 billion (Giving USA 2009) </li></ul><ul><li>A 2% decrease from 2007 (first time since 1987) </li></ul>
  12. 12. Source: Giving USA 2009
  13. 13. So What Happened in 2009? A third of nonprofits are down A third are up (stimulus funding) Foundation and individual giving is going to be down
  14. 14. Today’s Agenda <ul><li>Why We Give </li></ul><ul><li>State of Giving </li></ul><ul><li>Future of Giving </li></ul><ul><li>4 Rules of Fundraising </li></ul><ul><li>4 Questions you Must Answer </li></ul>
  15. 15. Fundraising is Changing! <ul><li>The Chronicle of Philanthropy recently provided a picture of trends the nonprofit sector will face in 2010 and over the next 10 years. </li></ul><ul><li>The nonprofit landscape has permanently changed. To maneuver through the emerging forces predicted in 2010 and beyond, management experts say the nonprofit sector needs innovative leadership and RADICAL thinking that involves restructuring, merging and collaborating. </li></ul>
  16. 16. First: What NOT To Do!! Spend less on fundraising Become pessimistic Apologize When you are asking
  17. 17. So we Know the Problem – What Now? <ul><li>Don’t pull back on fundraising </li></ul><ul><li>Let your donors know that those you help are in more need than ever </li></ul><ul><li>Stay in touch with people who have stopped giving </li></ul><ul><li>Find new donors in industries that are still thriving </li></ul><ul><li>Take the opportunity to lower fundraising costs. </li></ul><ul><li>Cut costs – sensibly </li></ul><ul><li>Take a new look at projects you intended to raise money for. </li></ul>
  18. 18. Cultivate, Cultivate, Cultivate….. pros·pect ) n. 1. Something expected; a possibility. 2. prospectsa. Chances. b. Financial expectations, especially of success. 3. a. A potential customer, client, or purchaser. b. A candidate deemed likely to succeed. 4. The direction in which an object, such as a building, faces; an outlook. 5. Something presented to the eye; a scene: a pleasant prospect. 6. The act of surveying or examining. 7. a. The location or probable location of a mineral deposit. b. An actual or probable mineral deposit. c. The mineral yield obtained by working an ore. v. pros·pect·ed , pros·pect·ing , pros·pects v.tr. To search for or explore (a region) for mineral deposits or oil. v.intr. To explore for mineral deposits or oil.
  19. 19. Building Relationships 80/20 Rule
  20. 20. 7 Key Points <ul><li>Don’t become or sound desperate. </li></ul><ul><li>Prove that you are responsible </li></ul><ul><li>Don’t give up on your corporate and cause-marketing activities </li></ul><ul><li>Diversity your funding sources by identifying all types of financial support </li></ul><ul><li>Put your fundraising programs under a microscope. </li></ul><ul><li>Don’t pull the plug on major campaigns, but do slow down. </li></ul><ul><li>Keep up your marketing and PR. </li></ul><ul><li>Special Tip: Get out of your own way!!!! </li></ul>
  21. 21. Trends <ul><li>Tangibility and impact – The New Trend </li></ul><ul><ul><li>Personal Relevance and relationships </li></ul></ul><ul><ul><li>Community and friends to friends fundraising </li></ul></ul>
  22. 22. Today’s Agenda <ul><li>Why We Give </li></ul><ul><li>State of Giving </li></ul><ul><li>Future of Giving </li></ul><ul><li>4 Rules of Fundraising </li></ul><ul><li>4 Questions you Must Answer </li></ul>
  23. 23. 1) It’s Not About You, it’s about your audience. <ul><li>Your prospect, funder, partners. </li></ul><ul><ul><ul><ul><li>Old conversation – Here is what we need from you. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New conversation – Here is what you can accomplish. </li></ul></ul></ul></ul>
  24. 24. 2) It’s about your impact, not your need. <ul><ul><li>Old conversation: Here is what we need. </li></ul></ul><ul><ul><li>New – What we can enable our donors to do. </li></ul></ul><ul><ul><li>New – How we make donors feel. </li></ul></ul><ul><ul><li>New – What we can accomplish together. </li></ul></ul><ul><ul><li>New – How we can help our funders achieve their goals. </li></ul></ul><ul><ul><li>New- How we can drive our partners bottom line. </li></ul></ul>
  25. 26. Talk About Hard Times: <ul><li>Acknowledge they are hard </li></ul><ul><li>Show you are tightening your belt </li></ul><ul><li>Prove you can stretch every dollar </li></ul><ul><li>Convince you can deliver IMPACT, not just stay open </li></ul>
  26. 27. 3) It’s about what others say. <ul><li>“ &quot;The mice think they are right, but my cat eats them anyways.&quot; &quot;This is the point, reality is nothing, perception is everything.&quot; ”  </li></ul><ul><li>  Terry Goodkind quotes </li></ul>
  27. 28. 4) There are 1.8 million nonprofits. <ul><li>You must stand out. </li></ul><ul><li>REALLY. </li></ul>
  28. 29. Today’s Agenda <ul><li>Why We Give </li></ul><ul><li>State of Giving </li></ul><ul><li>Future of Giving </li></ul><ul><li>4 Rules of Fundraising </li></ul><ul><li>4 Questions you Must Answer </li></ul>
  29. 30. The Four Questions <ul><li>Why ME? </li></ul><ul><li>What For? </li></ul><ul><li>Why Now? </li></ul><ul><li>Who SAYS? </li></ul>
  30. 31. WHY ME? – Speaking to Values <ul><li>To their existing values </li></ul><ul><li>To their existing feelings </li></ul><ul><li>To their existing desires </li></ul>
  31. 32. WHAT FOR? <ul><li>What’s in it for them personally? </li></ul><ul><li>What good will come about because of them? </li></ul><ul><li>Are you going to spend the money wisely? </li></ul>
  32. 33. Why Now? <ul><li>It’s an emergency. </li></ul><ul><li>There’s a deadline. </li></ul><ul><li>Something is at stake. </li></ul><ul><li>This is new and different. </li></ul>
  33. 34. WHO SAYS? <ul><li>76% of givers are motivated by friends and family. </li></ul><ul><li>Uber-activists may be better messengers than us. </li></ul><ul><li>We need to give them the FREEDOM to do that for us. </li></ul><ul><ul><li>It makes our job easier! </li></ul></ul>
  34. 35. Messenger Matters

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