planning_workshop

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planning_workshop

  1. 1. Planning to Succeed by Mo Davies, CFRE Mo Davies & Associates
  2. 2. Planning <ul><li>“ Thinking ahead, thinking always of trying to do more, brings a state of mind in which nothing seems impossible.” Henry Ford </li></ul>
  3. 3. A Plan <ul><li>Diverse </li></ul><ul><li>Cost-effective </li></ul><ul><li>Time-efficient </li></ul><ul><li>Reflects needs </li></ul><ul><li>Volunteer requirements </li></ul><ul><li>Staff time needed </li></ul><ul><li>Upfront money </li></ul>
  4. 4. Strategy <ul><li>An organized response to the environment, based upon a particular set of goals, that seeks optimal benefits to the organization members and clients by building on strengths and/or building up weaknesses in order to pursue the greatest possible advantage of opportunities.” </li></ul><ul><ul><li>Tom Shuler </li></ul></ul>
  5. 5. Fundraising Context <ul><li>Competition-need to “stand out” </li></ul><ul><li>Privacy legislation </li></ul><ul><li>Harder to recruit volunteers </li></ul><ul><li>Greater demand -fewer resources </li></ul><ul><li>More sophisticated donors-want to see concrete results from their donations </li></ul><ul><li>Corp. employee “involvement” </li></ul><ul><li>Government changing priorities </li></ul>
  6. 6. Why People will Give to your Organization <ul><li>They were asked in the right way </li></ul><ul><li>Connections </li></ul><ul><li>Mission </li></ul><ul><li>Credibility </li></ul><ul><li>Accountability </li></ul><ul><li>Cost-effectiveness </li></ul><ul><li>Results </li></ul><ul><li>Keeping commitments/promises </li></ul><ul><li>Your case for support </li></ul>
  7. 7. Why People Will Give (cont'd <ul><li>To make a difference </li></ul><ul><li>Good feeling </li></ul><ul><li>Family tradition </li></ul><ul><li>For success </li></ul><ul><li>They owe </li></ul><ul><li>Personal experiences/similar interests </li></ul><ul><li>Prestige </li></ul><ul><li>Moral or religious obligation </li></ul><ul><li>Tax Receipt </li></ul>
  8. 8. Developing a Philanthropic Culture <ul><li>EVERYONE has to be aware of plans and has to understand the need </li></ul><ul><li>Board training in roles and responsibilities and basic concepts </li></ul><ul><li>Support as able </li></ul><ul><li>Receptionists can answer basic questions </li></ul><ul><li>Internal updates-communication </li></ul><ul><li>High priority on Board agenda </li></ul><ul><li>Other? </li></ul>
  9. 9. Building Credibility <ul><li>Clear Mandate </li></ul><ul><ul><li>Mission, Vision </li></ul></ul><ul><li>Core Values </li></ul><ul><li>Solid Track Record </li></ul><ul><ul><li>consistently delivers the goods! </li></ul></ul><ul><li>Financial Accountability </li></ul><ul><li>Volunteers </li></ul><ul><ul><li>Board & Operational </li></ul></ul><ul><li>Standards </li></ul><ul><li>Code of Ethics </li></ul><ul><li>Privacy Policies </li></ul><ul><li>Donor/Client Bill of Rights </li></ul><ul><li>Effective Communications </li></ul><ul><li>“ Brand” Value </li></ul><ul><ul><li>recognition </li></ul></ul>
  10. 10. Why Plans Fail <ul><li>Did not involve key stakeholders </li></ul><ul><li>Was over/under optimistic </li></ul><ul><li>Did not put in writing </li></ul><ul><li>Lack of commitment </li></ul><ul><li>Lack of action plan (concepts only) </li></ul><ul><li>Lack of positioning/brand </li></ul><ul><li>Lack of understanding of the market </li></ul><ul><li>Lack of contingency plans </li></ul>
  11. 11. Planning Process I <ul><li>Internal Audit </li></ul><ul><ul><li>evaluate fundraising to date </li></ul></ul><ul><ul><li>do analysis of returns </li></ul></ul><ul><ul><li>what is working , what needs “repair’, what needs to be dropped. </li></ul></ul><ul><ul><li>review materials including case statement </li></ul></ul>
  12. 12. Audit (cont’d) <ul><ul><li>Interview clients,Board,staff,volunteers </li></ul></ul><ul><ul><ul><li>why do they work, volunteer, give </li></ul></ul></ul><ul><ul><ul><li>SWOT </li></ul></ul></ul><ul><ul><ul><li>ideas </li></ul></ul></ul><ul><ul><li>Interview donors </li></ul></ul><ul><ul><ul><li>why do they give to you </li></ul></ul></ul><ul><ul><ul><li>do you communicate with them well enough </li></ul></ul></ul><ul><ul><ul><li>do you recognize them well enough </li></ul></ul></ul><ul><ul><ul><li>etc </li></ul></ul></ul>
  13. 13. External Assessment <ul><li>External Assessment </li></ul><ul><ul><li>other organizations, fundraisers </li></ul></ul><ul><ul><li>trends, economy in your community </li></ul></ul>
  14. 14. What’s the Money For? <ul><li>Ongoing programs? </li></ul><ul><li>Expanding/enhancing current programs </li></ul><ul><li>New programs? For current or new audiences? </li></ul><ul><li>What if you have too many reasons to try and raise money ? How do you rank them? </li></ul>
  15. 15. Goals and Objectives <ul><li>What are your financial goals? Are they realistic? </li></ul><ul><li>Designated or undesignated </li></ul><ul><li>Timing -when do you need the money by? </li></ul><ul><li>Raise awareness? </li></ul><ul><li>Others? </li></ul>
  16. 16. Constraints and Capabilities <ul><li>Staff time </li></ul><ul><li>Number of volunteers </li></ul><ul><li>Connections </li></ul><ul><li>Image/profile </li></ul><ul><li>Upfront money available </li></ul><ul><li>Competition </li></ul><ul><li>Technology </li></ul>
  17. 17. Choose a Mix of Techniques <ul><li>Based on: </li></ul><ul><ul><li>constraints and capabilities </li></ul></ul><ul><ul><li>goals and objectives </li></ul></ul><ul><ul><li>income projections </li></ul></ul><ul><ul><li>future growth </li></ul></ul><ul><ul><li>cost-effectiveness </li></ul></ul><ul><ul><li>risk (highest for new programs for new markets) </li></ul></ul><ul><ul><li>repeatability (special events) </li></ul></ul>
  18. 18. Cost to Raise a Dollar <ul><li>Face-to-face 10-20 cents </li></ul><ul><li>Direct Mail renewal 20 cents </li></ul><ul><li>Direct mail -prospecting 90-1.25 cents </li></ul><ul><li>Special events 50 cents </li></ul><ul><li>Corporations 20 cents </li></ul><ul><li>Foundations 20 cents </li></ul><ul><li>Products 35 cents </li></ul><ul><li>Planned Giving 25 cents </li></ul><ul><li>Gaming 23 cents </li></ul>
  19. 19. Mailings - Pros <ul><li>Cost-effective </li></ul><ul><li>Time-efficient </li></ul><ul><li>Repeat requests </li></ul><ul><li>Fairly personal </li></ul><ul><li>Measurable </li></ul><ul><li>Education element </li></ul><ul><li>Good for small/mid level donors </li></ul><ul><li>Growth possible </li></ul><ul><li>Segmentation leads to more personalization </li></ul><ul><li>Can be used for “political” work </li></ul><ul><li>(un)designated money </li></ul><ul><li>Can test </li></ul><ul><li>Fairly quick response </li></ul>
  20. 20. Mailings - Cons <ul><li>Low response rate </li></ul><ul><li>Need upfront money </li></ul><ul><li>Increasingly competitive </li></ul><ul><li>Donor fatigue </li></ul><ul><li>Cost ratios going up </li></ul><ul><li>Potential mail strikes </li></ul><ul><li>United Way organizations need to watch timing </li></ul>
  21. 21. Personal Solicitation - Pros <ul><li>High success rate </li></ul><ul><li>Cost-effective </li></ul><ul><li>Dollar raised per hour is high </li></ul><ul><li>Raise large gifts </li></ul><ul><li>Most personal </li></ul><ul><li>Most under-utilized method </li></ul><ul><li>Growth is there </li></ul><ul><li>Get loyal donors </li></ul><ul><li>Good way to involve volunteers </li></ul><ul><li>Can be designated or undesignated </li></ul><ul><li>Can upgrade donors </li></ul>
  22. 22. Personal Solicitation - Cons <ul><li>Takes time to develop relationships </li></ul><ul><li>Well-trained volunteers </li></ul><ul><li>Well-developed kit </li></ul><ul><li>Time to develop list of prospects </li></ul><ul><li>Staff time upfront to develop kits, train and so on </li></ul>
  23. 23. Foundations <ul><li>Pros </li></ul><ul><li>Cost-effective </li></ul><ul><li>Time-efficient </li></ul><ul><li>Operating, project, programme funds </li></ul><ul><li>Can get large gifts </li></ul><ul><li>Mostly clear guidelines </li></ul><ul><li>Cons </li></ul><ul><li>A few may not fund United Way orgs </li></ul><ul><li>Deadlines may not coincide with yours </li></ul><ul><li>Response time may be long </li></ul>
  24. 24. Special Events - Pros <ul><li>Fun </li></ul><ul><li>Potential new donors </li></ul><ul><li>May increase public awareness </li></ul><ul><li>Can target donors </li></ul><ul><li>Mobilizes volunteers </li></ul><ul><li>Ways to find new volunteers </li></ul><ul><li>Source of undesignated money </li></ul><ul><li>Can raise money </li></ul><ul><li>Opportunities for sponsorships </li></ul>
  25. 25. Special Events - Cons <ul><li>VERY labour intensive </li></ul><ul><li>Not cost-effective - 50 cent dollar </li></ul><ul><li>Risks </li></ul><ul><li>Profit/person hour small </li></ul><ul><li>Lots of planning </li></ul><ul><li>Can lose money </li></ul><ul><li>UW members may have restrictions </li></ul>
  26. 26. Develop a list of Prospects <ul><li>Target prospective foundations, corporations, individuals, service clubs etc </li></ul>
  27. 27. Connections Exercise <ul><li>Conduct with Board, other volunteers staff </li></ul><ul><li>Find out who knows whom where </li></ul><ul><ul><li>(6 degrees of separation) </li></ul></ul>
  28. 28. Review and Revise Goals and Objectives <ul><li>You may need to revise your financial goals once you determine your connectivity. </li></ul>
  29. 29. Develop Case for Support <ul><li>Background </li></ul><ul><li>Positioning </li></ul><ul><li>Clients </li></ul><ul><li>Statistics </li></ul><ul><li>Impact </li></ul><ul><li>Achievements </li></ul><ul><li>Services </li></ul><ul><li>Need </li></ul><ul><li>Goal </li></ul><ul><li>Specific ask </li></ul><ul><li>Making gifts </li></ul><ul><li>WIIFM </li></ul>
  30. 30. Roles and Responsibilities <ul><li>Identify Board role </li></ul><ul><li>Executive Director’s role </li></ul><ul><li>Fundraising staff role </li></ul><ul><li>What volunteers committee are needed? </li></ul><ul><ul><li>working </li></ul></ul><ul><ul><li>advisory </li></ul></ul>
  31. 31. Develop Materials <ul><li>Newsletter(s) </li></ul><ul><li>Accountability Report </li></ul><ul><li>Canvass kits </li></ul><ul><li>Website info </li></ul><ul><li>etc </li></ul>
  32. 32. Policies and Procedures <ul><li>Privacy </li></ul><ul><li>Recognition and Stewardship </li></ul><ul><li>Donor Bill of Rights </li></ul><ul><li>AFP Standards of Practice and Ethical Principles </li></ul><ul><li>Gift acceptance </li></ul><ul><li>Receipting </li></ul><ul><li>etc </li></ul>
  33. 33. Recognition/Stewardship Standing out from the crowd <ul><li>Call/write and say thanks </li></ul><ul><li>Welcome package </li></ul><ul><li>Progress reports </li></ul><ul><li>E-mail bulletins </li></ul><ul><li>‘ Public recognition’-listing, naming </li></ul><ul><li>Ask for their advice/input </li></ul><ul><li>Appreciation “night” </li></ul>
  34. 34. Budget <ul><li>Revenue projections and expenses </li></ul><ul><li>Monthly/ quarterly breakdown (s) </li></ul>
  35. 35. Action Plan <ul><li>Chart with details of </li></ul><ul><ul><li>task </li></ul></ul><ul><ul><li>timelines </li></ul></ul><ul><ul><li>responsibilities </li></ul></ul><ul><ul><li>(deliverables) </li></ul></ul>
  36. 36. Evaluation <ul><li>Evaluate and the cycle begins again </li></ul>
  37. 37. Double Check <ul><li>Is your plan: </li></ul><ul><ul><li>Diverse </li></ul></ul><ul><ul><li>Cost-effective </li></ul></ul><ul><ul><li>Time-efficient </li></ul></ul><ul><ul><li>Reflecting your needs </li></ul></ul><ul><ul><li>Appropriate for you volunteer power </li></ul></ul><ul><ul><li>Appropriate for the time your staff has </li></ul></ul><ul><ul><li>“ Easy” on upfront money </li></ul></ul>

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