The document outlines a curriculum for an end-of-year fundraising campaign, focusing on key aspects including power messaging, contributor selection, and communication strategies. It emphasizes the importance of articulating organizational needs effectively, identifying potential contributors, and utilizing various outreach methods for engagement. Additionally, it highlights the donor cycle and suggests ways to maintain relationships with donors through ongoing communication and recognition efforts.

2. End of Year Campaign 101
Curriculum

 The Basics
 Power Messaging
 Contributor Selection
 Which Vehicle to
Choose
 The Plan
 A Joyous Relationship

3. The Basics
 Organizational credibility and expertise
 History/Programs
 Awards/Accreditation
 Policies
 Privacy policy
 Donor Bill of Rights
 Donor Recognition Policy
 Receipting Policy – CRA
 Who else in the organization is asking now?

4. The Power Message
The NEED
 Articulate the need powerfully
 Prove the need
 Clearly
 Concisely

5. The Power Message
Convincing Evidence
 Statistics/Data – Inputs, Outputs,
Outcomes
 Client Focused, Community Focused
 Problem your organization has solved
 Impact on society

6. Contributor Selection

7. Contributor Selection
Who Cares?
 Current contributors
 Individuals
 Foundations
 Corporations

8. Contributor Selection
Who Should Care?
 Those who have not given this year but have
a connection to the organization
 Past Donors
 Customers of the services
 Families of customers

9. Contributor Selection
The Rest
o What are your goals for the rest?
o What resources do you have available?

10. Individuals
 Decide on your criteria for selecting donors
from your list
 Date of last gift
 Number of gifts in the year
 Size of gifts
 Segment your list using your criteria.

11. Corporations
 Know your corporation
 Gifting strategy
 Connectors and Connections
 What do you want? cash, in-
kind, volunteers
 Benefit for Corporation - Volunteer Canada
- 21% employee retention

12. Which Vehicle to Choose?
 Letters
 Proposals
 Personal Visits
 Email
 Newsletter

13. Letters
 Powerful, concise
 Tell a story
 Make the ask
 Give some options
 One page

14. Proposals
 Research, research, research
 Match the need to the donor’s criteria
 Call before you write
 Include your proof

15. Personal Visits
 Research
 Connection – take a volunteer
 Practice before the meeting
 Look for visual cues
 Be brief but thorough
 Make the ask - options
 Take the proposal to leave behind

16. Email
 Powerful message
 No attachments
 More than once

17. Newsletter
 Showcase
 Proof
 Donor Recognition

18. The Plan
Market Segment Vehicle When Who
Current
Donors below
$
Gave after
June
Newsletter –
Holiday
message
November 20th
delivery
Jennifer
Current
Donors below
$
Given before
June
Letter –
Homeless
Youth
November
15th
Pam

19. The Donor Cycle
 Engage
 Ask
 Thank
 Report
 Engage
 Ask

20. How to Say Thank You
 Newsletter, Website
 Events
 Ongoing Communication
 Personal Approach
 Invitations
Invitation to events, dinners, AGM etc.
Invitation to award presentations – presentation to volunteers
Circle of Friends

21. QUESTIONS
?