Fundraising: Cultive, Motivate & Elevate
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Fundraising is all about building strategic relationships. Donors and members are passionate about your cause and want to help. Our job is to find out where their interests lie and find a place that makes them successful.
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Fundraising: Cultive, Motivate & Elevate
- 1. Fundraising: Cultivate, Motivate & Elevate! Stephanie Phipps Development Director, Thalian Hall Center for Performing Arts, Inc.
- 2. Overview 1 WHERE TO START? 2 WHO IS INVOLVED? 3 STRATEGIC RELATIONSHIPS 4 CORPORATE SPONSORSHIP 5 MAJOR GIVING 6 MAKING THE ASK
- 3. Why Cultivate, Motivate, Elevate? Theatre Growth We all share the wealth! Career Growth It takes everyone working together
- 4. Who is involved? Box Office House management Marketing Development Executive Director
- 5. Case Study MARKET: $77,000 PREVIOUS YEAR GOAL: $150,000 1. $2,500 in the bank 2. No Chair 3. A few committee members left from last year
- 6. Case Study ACTION ITEMS 1. Met with all key volunteers for feedback 2. Made a wish list of Chairs. Found someone who knew the President of BB&T 3. Made the ask 4. Had the right volunteer follow-up
- 7. Case Study RESULT 6 months later: $300k & best year ever! Thalian Hall: annual campaign is $40k higher than PYTD KEY TO SUCCESS? Build strategic relationships
- 8. Analyze where you are Is it major gifts, membership, sponsorship or all of the above? PICK ONE PRIORITY!
- 9. Analyze where you are LET’S TAKE A POLL… Where are your opportunities for most growth?
- 10. Analyze where you are MINE YOUR DATA Make a list of who loves your organization most
- 11. 6 months. 12 months. 3 years. 5 years
- 12. Analyze where you are WHAT WILL IT TAKE TO GET YOU THERE? • Restructuring / creating committees • Power volunteers • Big-name companies • Corporate executives • Well-known philanthropists • staff
- 13. THINK BIG.
- 14. Make a plan together • 6 month plan • Committee structure • Cultivation calendar • Financial goal
- 15. Cultivate! • Create a donor experience • Get to know your donors • Categorize your donors A–B–C
- 16. Cultivate! CREATE A DONOR EXPERIENCE • Events & tours • Behind-the-scenes access • Emails • Phone calls • Gifts at their seats • Provide something they need
- 17. Cultivate! GET TO KNOW YOUR DONORS • Passions, family, hopes, accomplishments • Make them feel special with every interaction
- 18. Cultivate! CATEGORIZE YOUR DONORS A. Face-to-face quarterly B. Phone or mail contact quarterly and face-to- face 2x a year C. Emails or mailing once a quarter
- 19. Motivate!
- 20. Motivate! VOLUNTEER MANAGEMENT • Give them a job to do • Make them successful • It must fit their wants, needs and skill set
- 21. Motivate! COMMITTEE MANAGEMENT • Form committees with a Chair who has influence • Positive peer pressure • Peer recognition • Provide quick wins
- 22. Elevate!
- 23. Elevate! • Make them successful • Thank & praise • Move them up in your organization • Events, committees, advisory boards, BOD, consultants • Life-long relationship
- 24. Elevate KEYS TO SUCCESS • Chairs who recruit a strong committee • Clear communication of expectations • Have orientation with Chair AND committee members • Track rank & publish • Provide quick wins
- 25. Elevate KEYS TO SUCCESS Sample Weekly Email Chair Job Description Committee Job Description
- 26. Fundraising Committee Chair Endowment Major gifts Annual Campaign Chairs Corporate Sponsorship Committee Committee Members Membership Committee Committee Members Special Events
- 27. Corporate sponsorship OLD Why? A way for a company to show support for local causes What? Logo on materials Passive How? Community Relations Budget NEW Why? To be a part of a movement What? Product & Marketing Activation Active How? Marketing Budget
- 28. Elevate CREATE A STRATEGIC, WORKING COMMITTEE • Tasks clearly specified • Official job description • Timeline w/ date & goals • Compelling sponsorship opportunities • Meetings to build prospect pipeline & report progress
- 29. Making the Ask YOU HAVE THE MEETING SET; NOW WHAT?
- 30. Making theAsk QUESTIONS Who’s in the room? Who makes the ask? Should I have a script? Follow up?
- 32. Major giving & membership KEYS TO SUCCESS • Cultivate first • Move thru the donor cycle • Know when to ask and DO NOT FEAR
- 33. Major giving & membership Individual vs. Corporate Motivators • Personal connection • Desire to make an impact • Positioning in the market • Corporate responsibility Stewardship • Share history/connection with arts and theatre • Tell stories • Engage in local activities • Share business’s ROI • Report impressions • Deliver event benefits Approach • Dialogue • Build case for need • Commit to delivering mission impact • Pitch • Build business case • Commit to delivering benefits
- 34. Donor Cycle Gift is Received Thank & Acknowledge: within 48 hrs Set “visit” to share impact Engage: Stewardship & Cultivation *Set Goal for Ask Face to Face: The Ask
- 35. Organize the ask
- 36. Organizing theAsk PRE-PLANNING IS KEY • Opening the conversation • Seek common ground • Transition/share need • Stop. Listen. Respond • Agree on next steps
- 37. Conversation Starters • Their knowledge of the organization • Description of their donor experience • Possible improvements to the donor program • Favorite benefits FEEDBACK QUESTIONS ARE GREAT
- 38. “Ask for money, you get advice. Ask for advice, you get money.”
- 39. Cultivate, Motivate & Elevate KEY TAKE-AWAYS • Never say no to a donor, sponsor or committee member! • Turn a “No” into a “Yes!”
- 40. Thank you!