This document provides guidance on fundraising strategies and best practices. It discusses that most donations come from individuals, and the importance of identifying top donors who contribute the majority of funds. It recommends focusing fundraising efforts on a select group of high-potential donors rather than taking a broad approach. Specific tips are provided for identifying prospects, determining appropriate ask amounts, scheduling meetings, making the ask, and following up. The goal is to make fundraising a long-term, strategic process focused on major gifts.

1. Fundraising 101
prepared for
Sustainable Sanctuary Coalition
by Richard M. Potter

2. Hierarchy of Giving in USA
 Foundations: about 10%
 Corporations: about 10%
 Bequests: about 5%
 Individuals: about 75%

3. We should ask Bill & Melinda!

4. Hierarchy of Solicitation
 80/20 rule applies
80% of dollars come from 20% of donors

5. The
Donor
Pyramid

6. Hierarchy of Solicitation
 Resist the “average” fundraising approach
“If we could just get 125 people to give
$100, we’d reach our goal!”
 Think long term, not just to end of year

7. Identify the prospect pool
 Churches (& individuals)
 Corporations & Foundations (& individuals)
 Individuals
 Who else to they know?
 Never presume omniscience!

8. Determine “ask” level
Hint: this is always easier if
you first decide how much
YOU will give!

9. Housekeeping
 Who will manage your Master Database?
 Establish post-solicitation procedures
 Tracking pledges & reminders
 Where to send checks?
 Thank you letters (acknowledgments)
Remember to think long term.

10. Making the Appointment

11. Reserve time to make calls
 Determine how many calls you will make
 Clear your desk
 Have supplies ready

12. The Goal
 Make the appointment
 Don’t try to close the deal
 Be brief and to the point

13. The Phone Call
 Identify yourself and Sustainable
Sanctuary Coalition
 Explain 2 for 1 match & deadline
 Why is this important?

14. The Phone Call
“Would you be available to meet for coffee
this week, or would next week be better?”
 Open-ended, directive questions
 Determine date, time, location
 Record details to take with you

15. Making the Ask
 Be prepared
 Determine how much you will give
It’s always easier to ask someone else to
give to a cause that you already support.

16. Making the Ask
 Be prepared
 Know your case for support
People want to know the projected
outcome. How will the world be a better
place if I give to this project?

17. Making the Ask
 Be prepared
 Communicate a sense of urgency
Every dollar we raise by 11/30 will be
matched 2 for 1 up to $25,000, for a total
of $37,500. This will fund our entire
program for the 2011 calendar year.

18. Making the Ask
 Be prepared
 Ask for a specific amount
Would you consider a gift
in the range of $1000?

19. Making the Ask
 Wait for a response
 Take a sip of your beverage
 Learn to love the awkward silence
 Give them time to consider the request

20. Making the Ask
 Deferred decision
 Leave a pledge card
Should I get back with you next week,
or would the following week be better?

21. Making the Ask
 If you get a “yes”
 Say “Thank you!”
 Complete pledge form
 Ask if they want to write the check now
 Offer to send a reminder
 Say “Thanks again!”

22. Making the Ask
 If you get a “no”
 “Thank you for your time.”
 Remember, “No” does not mean “No, never”
(Think long term)
 Offer to provide future communications
 Say “Thanks again!”

23. After the appointment
 Record notes for follow up
 Follow established procedures for checks,
pledges, and reminders

24. Don’t hesitate to ask for help!
Richard M. Potter
writing & communications
3630 N Walnut St, Kansas City MO 64116
phone (816) 456-5312
email richard@richardmpotter.com