Presentation from the seminar for watchdog organizations "Key communication principles of watchdog organizations: what works?" organized by Citizens Network - Watchdog Poland in cooperation with Helsinki Foundation for Human Rights and the European Center for Not-for-Profit Law with support of the Swiss Agency for Development and Cooperation and Trust for Civil Society for Central and Eastern Europe along with Oživení (Czech Republic) with support of the Open Society Foundation in Prague, Warsaw, October 17 - 18, 2013. Author: Jitka Nesrstova, Greenpeace Czech Republic.

1. Friendsraising
Finding donors in region where
hardly anyone believes it is
possible
Jitka Nesrstová
Workshop for watchdog organizations
Warsaw, October 17-18

2. About myself…

5. Private giving in CZ
Ministry of Finance: tax deductions in billions of CZK

6. Main myths about FR in CEE countries
1. Fundraising is begging and harrassment of people
2. Just after we hire fundraiser, we will be flooded
with money
3. It will never work here / we tried it and it didn’t
work
4. Donors need to know hard facts, focusing on
emotion is so unethical
5. We don’t have to cooperate with our fundraiser
(in fact we are embarrassed for what s/he is doing).

7. Last time I donated because…

8. Why people give?
They:
• WERE ASKED!!!
•care about the topic
•feel it as their duty
•have personal experience with the issue
•know person/NGO who is asking them
•believe their gift can change something
8

9. And why companies give?

10. Companies
•
•
•
•
•
•
Want to be „good neighbors“
Need to have better image
See gift as marketing/PR opportunity
Are connected with the topic
Director/owner is interested
Tax benefits
10

11. What you can get?
•
•
•
•
•
•
•
•
Donation
Sponsoring
Cause related marketing
Gifts/services in kind
Volunteers
Information, skills and experiences
Many useful contacts
Discounts

12. Why is fundraising important?
• Survival
• Limiting dependence on public budgets and
current governmental policies
• Building support and social capital
• Long term sustainability of your organization

13. Main principles of fundraising
• YOU HAVE TO ASK!!!
• Your goal is to sell your project!
• Never forget to say thank you!
• People give to people
• Credibility and accountability
• Donors engagement

14. What you need to succeed?
•
•
•
•
•
•
•
Motivated fundraiser
Strategy
Support from your team
Active work with your contacts
Willingness to learn constantly
Patience
Good PR

15. How does it work?
•
•
•
•
Get people on board
Keep them informed and engaged
Ask for (regular) support
Test, measure results and think how
to do it better

16. How to communicate with donors?
• Explain the problem in brief, clearly and use
human language
• Show them how you can achieve change
together
• Never promise what you are not able to
achieve
• By accepting the gift you take responsibility to
use it in meaningfulll and effective way
16

17. PEOPLE GIVE TO WINNERS NOT
TO LOSERS

18. Peer to peer fundraising in Nadace VIA

24. Steps for success
1. What exactly are you trying to accomplish?
2. Describe in detail your target group –
whom and why are you going to approach?
3. What is desired action you want from
them?
4. How are you going to reach them?
What will be your message?

27. Greenpeace thanks its supporters
http://www.youtube.com/watch?v=dFcePzHcPQg
Reconstruction of the state
http://www.youtube.com/watch?v=BNsdmZ9XCI8

28. And few more resources
www.fundraising123.org
www.sofii.org
6 shortcuts to persuassion http://bit.ly/UknOct