Bring your Non Profit to life. Making it Work : Building your annual fundraising plan. A look at the elements of a comprehensive annual fundraising plan including foundations, major donors, special events and members. How to set goals, research prospects, establish a calendar and use volunteers. We included a discussion about how to plan and carry out a successful fundraising event. How to train your board in fundraising. Getting to Yes : Writing successful grant proposals. Learn the fundamentals of grant writing from one of the most successful grant writers in the Inland Northwest. Online Presence : Making your non profit visible. Get up to speed with your online presence, it's there whether you manage it or not. How to setup, manage and engage through Facebook, Twitter, etc., Websites and Blogging

2. RAISING MONEY
YEAR AFTER YEAR
AFTER YEAR
CAROLINE WOODWELL
The Annual Fundraising Plan

3. What is Fundraising?
Asking the right person for the
right amount, for the right
project, at the right time.

4. Is it an art or a science?
BOTH
Art – Your relationships. Your enthusiasm.
Your conversations.
Science – Your data. Your research. Your facts.
Your message. Your materials.

5. Start With The Number
How much are you going to raise?
Who decides that number?
And how?
What are the consequences of not meeting that
number?

6. Traditional Sources of Funding
Foundations
Individuals
Major donors -- $1,000+ ??
Members -- $35 +
Events
Corporate Sponsors
Interest

7. The Mix of Money
Foundations no more than 50 percent
Individuals up to 70 percent or more
Events grow from episodic
Corporate Sponsors
Interest Incentive for endowment

8. Foundation Fundraising
It‟s about:
Ideas : a good idea solves an obvious problem
The foundations
Foundation Search America
Collaboration/partnerships
program officers have worked in the field
Relationships: program officers want partners
for ambitious projects

9. Individual Fundraising
Major Donors - it‟s about
Relationships
Partnerships
Inclusion
Experiences
Trust
Your goal: keep your major donors on your side.

10. Individual Fundraising
Membership
It‟s about Testing
Message Testing
Graphics Testing!
Events
Trust – do I trust this organization to make my world a
better place? To solve my problem?
 Are these the people? Because there are lots of
organizations out there and lots of other people asking.
Follow through and follow up.

11. The Speed of Your Systems
A metaphor –
Membership is like an ocean liner: takes a long time to
start and a long time to turn. You have to plan way ahead
to make sure it moves in the direction you want.
Major donors are like small boats: they can make
sudden turns, pick you up on a moment‟s notice,
and sail in light breezes.
What does it mean? A reminder to build your plan around
both short-term and long-term fundraising asks.

12. Online vs Offline
Offline – through direct mail produces
Committed members
High retention rate
Members who are paying close attention
But…..
Low response rate
Long payback time
Requires sustained effort – mailing every year

13. Online
Less expensive – buy lists for $1/name but no
mailing cost.
Higher average gift
Shorter payback time
More likely to make multiple gifts during the year
But …….
Lower retention rate
In house systems needed
You must keep “feeding the beast”

14. Events
When to hold an event?
When you are clear on:
Purpose of the event
members, marketing, establishing a brand?
Years you can commit to holding the event
Skills, commitment and expectations of your
volunteers
Your event budget

15. The Fundraising Plan
The Executive Summary:
Goal -- $700,000
Foundations $ 300,000
Individuals $ 350,000
Events/Sponsors $ 50,000
TOTAL $700,000
Will have $500,000 in hand by September 30

16. The Fundraising Plan
Expanded version: Goal: $700,000
Foundations $300,000
Jones Fdn $40,000 March
Flea Foundation $35,000 June
Parsnip Family Trust $20,000 July
Individuals $350,000
Four donors at $20,000+
Six donors at $10,000 - $20,000
Ten donors at $7,500
Members $60,000 Two direct mailings, four appeal letters, monthly email
appeals.
Events 0 - $50,000

17. Annual Calendar
As you set your fiscal year consider:
40 percent of non-profit income is raised in the last quarter of the
calendar year
Your geographic location. Is your best event going to be in the summer?
In the last quarter? When will that money be coming in?
What summer is like for your major donors. Do they come to your area
or do they leave?
Is your best message dependent on a season? Where will your best
prospects and current major donors be during that season?

18. Allies and Tools
Board – your number one resource
• Board recruitment plan
• Board training
• Board handbook – board members are expected to contribute
generously and be prepared to do outreach and fundraising
• Decide how much of your income you want from your board and build
the board to meet that goal
Allies – and potential board members
• Community leaders and connectors
• People who have been recommended
Tools
• Foundation Directory, Foundation Search America, Library
• Mailing Houses, online websites on membership, professional
affiliations

19. Next….
From the board perspective….. Jane Murphy
And
All about special events……from Jennifer
Evans

21. Engaging Board Members in
Fundraising
JANE MURPHY
Getting your Board on Board

22. Fears/Excuses
FEARS: Rejection Unknown
Failure
Confrontation
Humiliation Criticism
Getting hurt
EXCUSES: “I don‟t have time to…..”
“I don‟t know how to…..”
“Not what I signed up for”

23. MINDSET
 Build a culture of fundraising
 COMMUNICATE
 Adapt board fundraising to your nonprofit
 Understand access and signaling
 Create an environment for success

24. Expectations
Begin with the End in Mind
Set clear expectations right away
Clear goals
Right people for the right job
Organizational structure

25. Create a Menu of Fundraising Activities
 Brainstorm potential donor names
 Hosting a gathering in their home for
long-time donors or top prospects
 Accompanying staff on fundraising calls
 Writing personal letters to peers asking for
a contribution
 Reviewing proposals to a funder
 Calling donors to say thank you

26. Matching People to Tasks
Sally loves talking to
colleagues
Joe enjoys emailing
friends asking for
support
Mary, Dick, and Jane
like to work on events

27. Education
 Re-ignite their passion
 MISSION MOMENTS
 Teach them how to speak fundraising
 Provide a reading list

28. Support
Provide effective tools
Appreciate UNIQUE talents
Give them a quick win
CELEBRATE

29. Common Mistakes
 Soliciting instead of relationship building
 Cold Calls
 Too many calls for low $$$ amount
 Emergency Fundraising
 Lack of training, structure, coaching, and
support

30. ENGAGED BOARD = STRONG BOARD
HIGH EXPECTATIONS = STRONG
RESULTS

32. Special Events
Successful Fundraising Events
JENNIFER EVANS

33. Fear Factor
Are you getting what you want from your fundraising
event?
Did you accomplish your goals but still feel empty and
disappointed?
Have you never hosted a fundraising event?
WHY?

34. Fear Factor
WHY? BECAUSE…….
You‟re afraid!
Strong opinions of those around you keep
you from doing what you know needs to
be done

35. Be Unreasonable
HOW?
Don‟t let „reasons‟ stop you doing what you
know needs to be done
OR
What you want to see happen
Reasons become excuses

36. Benjamin Franklin
“By failing to prepare, you are
preparing to fail.”

37. Event Leader
Every team needs a good leader
Designate a leader to work ON your event
not IN it
Set goals and achieve them with a solid
event strategy
Well executed events can boost your
credibility with clients, prospects, media and

38. Event Planning
Map out an end to end event plan
Execute the logistical tasks
required to deliver a quality event
Measure event outcomes

39. Summary
Clearly define roles
Pricing for profit
Leverage your connections
Focus on fundraising goals
Provide an incredible guest experience
AND
Believe in your „unreasonable‟ goals

41. SAMUEL MAHAFFY, Ph.D.
Getting to „Yes‟!
The Art of Grant Writing

42. Why Write a Grant?
Four Reasons to Write a Grant Application
Stimulate Professional Development
Enhance Organizational Capacity
Improve or Enhance Services
FIND FUNDING!

43. Grant Writing as an Art
A high-quality grant application is:
Thoughtfully planned
Carefully prepared
Concisely packaged

44. You CAN write successful grant
applications!

45. Developing Ideas for the Proposal
Document
your case
with pictures
and statistics
Articulate a clear need and how you
will meet it.
Build on your mission

46. Do Not „Go it Alone‟
Gain the Support of your Stakeholders!
Organizational support
Community support
Consider a community advisory committee

47. Identifying Funding Resources
 Catalog of Federal Domestic Assistance
www.cfda.gov
 Federal Grants: www.grants.gov
 Foundation Center www.foundationcenter.org
DON‟T PAY FOR WHAT YOU CAN
GET FOR FREE!

48. Getting Organized to
Write a Proposal
 Develop a concept paper
 Narrow down a list of potential funders
 Get feedback and dialog about your concept
 Research—Do your homework!!!
WHAT IS „BEST
PRACTICE‟?

49. Basic Components of a Proposal
1. Cover letter
2. Summary or abstract
3. Introductory description of the organization
4. Problem statement or needs assessment
5. Project objectives
6. Project design or methods
7. Expected outcomes
8. Project evaluation
9. Sustainability
10. Project budget

50. Most Common Mistakes
 Jargon or clichés
 Reinventing the wheel
 Biting off more than you can chew
 No clear outcomes
You said what?

51. Cover Letter to a Foundation Application
 One page
 On letterhead
 Demonstrate how you meet agency or
foundations priorities
 Use the funder‟s language!
 Be professional and respectful

52. Proposal Summary: Outline of
Project Goals
Keep it brief and to the point. Include:
 Description of the applicant
 Problem to be addressed
 Statement of objective
 Outline of activities or services
 Evaluation design
 Expected outcomes
 Cost/benefit

53. Introduction: Presenting a
Credible Applicant
 Brief history of the organization and
significant accomplishments
 Qualifications of professional staff
 Reference any funding being sought
elsewhere
 Management & decision making structure
 Organizational structure

54. Problem Statement or
Needs Assessment
 Document a formal or informal needs assessment
 Give evidence of conversations with stakeholders
 Show who will benefit and how
 Nature of the problem with hard and specific evidence
 What are you doing about the problem
 Existing gaps in addressing the problem (how does your
effort fit into others?
 Show how the problem will be effectively addressed
 Identify how the effort will be sustained

55. Identifying the Core Issue
The lack of a program or facility is never the
problem. Define the problem correctly. For
example, the lack of a medical center in an
economically depressed area is NOT the
problem. The problem is that people in the
area have health needs that are not currently
being met, and may not have the resources to
find alternatives.

56. Project Objectives:
Goals and Desired Outcomes
 Use quantitative language
 Be specific as to anticipated outcomes
 Be realistic
 Do not confuse objectives with methods or
strategies

57. Program Methods and Program Design:
A Plan of Action
 Activities to occur
 Staff needed to operate the activity
 Facilities used, transportation, and support services
 Diagram the design (draw a picture)
 Justify the design
 Highlight innovation and efficiency
 Provide analysis, timetables, work plans schedules,
etc. in appendix when appropriate

58. Evaluation Component is Essential!
 Build evaluation into the design
 Choose an experienced inside or outside
evaluator
 Describe methods of measurement
 Formative and summative evaluation
 Have baseline data available
 Effectiveness research may win or lose your
proposal

59. Future Funding
 Describe a plan for continuation
 Project ongoing income and expense
 Demonstrate community support for
continuation

60. Budget Development
Include salary and benefits in personnel costs and % of effort
Identify contractors and qualifications
Show break-down of non-personnel expenses
Total and summarize each category
Provide justification for the budget
Identify cash or in-kind contributions and know which is which
*************************
v Use available resources for model budgets
 Federal Grants:
www.neh.gov/grants/guidelines/pdf/BudgetInstructions.pdf)
 Foundation Grants:
http://foundationcenter.org/getstarted/tutorials/prop_budget/index.html

61. Proposal Appendix
 Keep it simple
 Avoid generic items
 Include staff resumes where appropriate
 Include data tables and references
 Organizational documents where appropriate
 List of Board of Directors and contact
information

62. Additional Proposal Writing Resources
 Common Grant Application (National
Network of Grantmakers):
www.nng.org/cga.html
 Grant Writing tip sheet from NIH:
http://grnts1.nih.gov/grants/grant_tips.htm
 Writing a successful grant proposal
(Minnesota Council on Foundations)
http://www.mch.org/mch/grant/writing.htm

63. Reach for the Sky!
You can do it!!!

65. Online Presence
Making your Non Profit Visible
LAURA WILLSON

66. Online Presence
Online presence is important to get across your
mission, tell people how to help and to show
funding sources you're legit

67. Your Website is Your Hub

68. Website : Design & Functionality
Always think “Above the fold” when
it comes to your website and
conversion :
Who you are and what you do
Contact info - visible from
anywhere on the site
Call to action - immediately visible
and understandable
Web is your hub. All traffic ends up here
Make sure you „covert‟ them quickly upon arrival!

69. GO MOBILE!
40%+ of website traffic
comes from Mobile

70. Google SEO & Analytics!
Make sure
you have Google Analytics on your site
What to look at :
 How many people visit your site
 Where is your traffic coming from
social media, newsletters, events?
 What search phrases are being used
 Which pages are they entering your site on
 What‟s your bounce rate

71. Google Juice!
Google interacts with
your business, with or
without you!
Google+
Google Places
YouTube Channel

72. Google & Blogging
Why?
To get people to your website
How?
Write blogs addressing FAQs
Minimum 500, the more the better
Blogs MUST be on your site
Where?
Share them through all your channels
Facebook, Twitter, Linkedin, Pinterest, YouTube,
Newsletters…….

73. Social Media
 Twitter
 Facebook
 Linkedin
 Google+
 Pinterest
 YouTube
 Yelp
 FourSquare
 Instagram
Engagement
starts with your profile!

74. Social Media Overview
 All channels should be setup as the Non Profit
 Profiles should include Mission Statement, Website and
Contact information
 Identify your Target Audience
 Have a Strategy on how to engage your Target Audience
 Post everyday and on Twitter several times a day
 Engage your Audience : Donors, Volunteers & Supporters
 Share other Non Profits Messages
 Be a part of the Community

75. Social Media Content
NO SELLING!
Your posts should be :
Informational : about your cause not you
Targeted to your Audience based on
each channel
Sometimes funny or light hearted
Include Pics and Videos
Don‟t forget your blogs

76. We don‟t have
time to sit on
Social Media all
day.....

77. Online Presence :
Summary

78. Involve your Supporters
Ask your supporters to :
Share Social Media posts as much as
possible
Write Blogs (good writers only)
Keep you informed of interesting articles
and news that might make good material
for Social Media or Blogs

79. Pay Attention : Listen : Engage
Check-in, post, monitor,
engage and converse
with followers.
But most of all...
LISTEN! Just because you THINK you‟re not
online, doesn‟t mean you aren‟t, somebody just
might be talking about you or trying to talk to you.

80. Know Your Stuff!
Make sure you have a good idea of what online
marketing is before you hire anyone or get a
volunteer to help with it.
It's YOUR image and YOUR non profit