2016-12-08 Fundraising for the Small Shop

Thrive. Grow.Achieve.
Fundraising for
The Small Shop
Ayda Sanver,Ayda Sanver Consulting
December 8, 2016

Fundraising
for The Small Shop
“Stories from the Small
Shop Blog”
Ayda Sanver, MBA, CFRE
Ayda Sanver Consulting, LLC
Aydasanver.com
Author, “Tag, You’re IT- Now Raise Some
Money” on Amazon.com
2@2015 Ayda Sanver Consulting, LLC www.aydasanver.com All Rights Reserved

About Me
• Ayda Sanver, MBA, CFRE
• 15 years in fundraising
• Author of “Tag, You’re IT-
Now Raise Us Some Money”
• Speaker, trainer, coach

Agenda
•Branding and Communication
•Leveraging the Media
•Your Board Members- Asset or Liability?
•Know Your Donor and Donor Cultivation
•Grant Writing
•Events
•Your Personal “Game Plan”

• What is our Mission?
• What are our Programs?
• What is the Impact?
• What is our Image?
IMPORTANT Branding
Questions!

Branding 101
• When was the last time you updated your
collateral materials? Brochure, Web site,
Facebook page, etc.?
• Is your brand well-known in the community?
Why or why not?
• Does your logo and tagline speak to your
mission?
• Are your staff and board members “on
board” with your message? They can help you
make it go “viral!”

IMPORTANT QUESTIONS
• Where does your money come from?
• Where does the money go?
• Making a “Case for Support”
 What would $50, $100, $200, or $500
accomplish? Demonstrate real impact.
 Let’s write these out now.
 Remember, “Money is a CHANGE AGENT”

When Was The Last Time You….
• Published an Annual
Report and sent it to your
donors and prospects?
It doesn’t have to be fancy
– email it!
Communications
• Sent an e-blast not asking for anything, but just to
share a neat story or a video of your impact?
• Published a story on your Facebook page with
compelling image, or even better, video!
• Published a newsletter and mailed it?
Image courtesy Treehousemd.org

Leveraging The Media
• Why are you different?
• Where is the tension/emotion?
• Who is the BEST to speak? (NOT always
your top executive or board president)
• What is the visual/audio?
• Any other “hooks?” Does your cause
have a “month/day?”
Courtesy of John Boit, Melwood Global, Bethesda, MD- www.melwoodglobal.com

Pitching The Media
• Media Advisory vs. Press Release
• Planning/Timing – repeat, repeat
• Email, phone call, then email again
• Be responsive and know how to pivot
• If TV, explain visuals right up front
• Persistence, persistence, persistence
Courtesy of John Boit, Melwood Global, Bethesda, MD- www.melwoodglobal.com

Your Board Members
• Are they an “asset” or a “liability” in your
fundraising efforts? Do they need training?
• Are they a “part of the process?” Do they know
what is expected of them?
• Divide and conquer! Invite them individually for
coffee! Find out what they are comfortable doing
for your organization outside of governance.
• We are all on the SAME TEAM! It’s all about
the mission and the passion of board/staff together.

Donors and Cultivation
 How well do you know your donors?
 Donors are PEOPLE, not ATM machines!
 Ask for advice, you’ll get money - ask for
money, you may just get advice.
Image from “Tag,
You’re IT! Now Raise
Us Some Money” –
Lessons from the
Small Shop Blog, by
Ayda Sanver

“Cultivation” Vs. “Stewardship”
What do we mean by “donor cultivation?”
Majorgivingnow.org defines it as follows:
“Cultivation consists of all the relationship-building
steps that lead to donorship - and cultivation
continues as part of a stewardship program once
gifts are made. Through cultivation, you learn more
about donors, and they learn more about you. Each
comes to view the other as a member of the family.”

“Cultivation” Vs. “Stewardship”
• “Prospects” vs. “Donors”
• Where do you find prospects? “Warm” vs. “Cold.”
• What can we do to turn prospects into donors?
• Who else, other than you, can be involved in the
stewardship process?
• Thank donors SEVEN TIMES!

Made using Canva.com
@AydaSC

Grant Writing
• Does your organization receive grants from private
family foundations, corporate foundations, or the
government?
• “When you’ve met one grant maker, you’ve met
one grant maker.”
• Do your research! The Foundation Center.
• Never write grants “BLIND!”
• Follow the grant maker’s requirements.

Fundraising Events
Courtesy of Carol Weisman.

 They don’t have to be big or fancy, but they have
to be FUN!
 Raffle prize - grow your list- must provide email.
 Can be held at your offices.
 Why not a “wine tasting” free of charge?
Everybody likes free wine .
 Ask each board member to invite 10 friends.
 Hype it up! -- “RSVP now, maximum capacity is
40 people!”
 Pledge cards distributed by constituents.
 NO long speeches – brief video or stories of
impact carry more “AWW” factor!
Fundraising Events

Next Steps
• Make an action plan!
• Get buy-in!
• Make It Happen!!!

THANK YOU FOR YOUR TIME!!!
Feel free to contact me with follow-up questions, anytime!
Ayda Sanver, MBA, CFRE
Ayda Sanver Consulting, LLC
ayda@aydasanver.com
www.aydasanver.com
Follow Me on Twitter - @AydaSC
Read my blog at Aydasanver.com

2016-12-08 Fundraising for the Small Shop

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