The document outlines five essentials for building a robust fundraising program: 1) Good hygiene, which involves maintaining accurate donor records and policies. 2) Being specific about fundraising goals and needs. 3) Getting over yourself by focusing on donors and their interests and perspectives. 4) Playing nice by collaborating with other departments and building a culture of philanthropy across the organization. 5) Taking action by asking donors for support and addressing objections.

1. Five essentials to building a robust
fundraising program
April 16, 2014

2. April 16, 2014 Created by Kimberley MacKenzie, CFRE
You have brains in your head. You have feet in your shoes.
You can steer yourself, any direction you choose.
– Dr. Seuss

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• Good hygiene
• Be specific
• Get over yourself
• Play nice
• Shit or get off the pot
THE Essentials

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• Take great care with donor information
• Make sure all staff know what to do if someone wants
to donate
• Make internal controls and policies a priority
– Audited financial statements
– Gift acceptance policies
– Donor Bill of Rights on Website
Good Hygiene

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• Don’t mail dead people!
• Don’t waste postage on people who don’t live
there anymore
• Get their names correct!
• Collect their email address
Data Hygiene

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• Important
– Gets message delivered
– Gets the piece opened
– Gets a response
• Make sharing info easy
– What does your donation form look like?
Data Hygiene

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Is your road blocked?

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What will you do?

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Play Nice

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• Service
• Facilitation
• Leadership
• Creating and managing change
• Influence
• Staying positive
Our profession is about

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• We don’t arrive with buckets of cash
• We are often misunderstood
• Used as excuses for other departments
And yet…

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Success depends on integration
and collaboration.

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• Everyone in an organization has a role to
play
• What are some ways for you to lead the
way?
Build a culture of philanthropy

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• Every new staff person or board member is educated on the role the donor plays in the organization
• All staff meetings have discussions about donors
• Program folks understand they will work with development to meet, interact with and ask donors for gifts
• Development staff will work in the program to understand exactly what it is they do — This means getting your hands dirty
• Over half of the President’s or CEO’s time is devoted to cultivating donors, either onsite or wherever the donor is
• All board members are required to spend time working with program and development staff (board menu?)
• The organization creates multiple opportunities for staff, board and donors to engage together during the
• Development staff is constantly communicating to the rest of the organization about how they are engaging donors
Courtesy of the Veritusgroup.com
Ways to build a culture of philanthropy

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Is your road blocked?

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What will you do?

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Be Specific

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• What are you raising money for?
• How much do you need?
Be Specific

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• Story about a specific solicitation that is
presented in real life. (It is awesome! Invite
me to share it with your group)

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Is your road blocked?

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What will you do?

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Get Over Yourself

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Where I’m from

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Where my house is.

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My house

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The Kitchen

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The Living room

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The View
Where
David lived

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Everything I did was for David

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Everything we do, we do for our donors
We must:
Be obsessive
Put their interests first
Constantly think from their
perspective
Advocate for them daily
Serve them in all we do
Love them

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Donors want to know 3 things
What does your organization do?
Have you changed lives? How?
What will my money achieve?

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• Best presented in person.
Two donor stories

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Is your road blocked?

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What will you do?

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There are 9 ways that
people say NO and
only one of them
means go away.
What are they?

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9 No’s
1. No, not for this
2. No, not you
3. No, not me
4. No, not unless
5. No, not in this way
6. No, not now
7. No, too much
8. No, too little
9. No, go away
Reference: B. Ross. www.managementcentre.co.uk – search for The 9 fundraising Nos

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ASK!

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Is your road blocked?

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What will you do?

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You are not your resume, you are your work.
– Seth Godin

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Kimberley MacKenzie, CFRE
k@kimberleymackenzie.ca
www.kimberleymackenzie.ca
289-231-1339
Thank you