Keys to Successful Fundraising: Attracting and Retaining Donors

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Keys to Successful FundraisingAttracting and
Retaining Donors
Frank Interlichia

• 2007-08 Catholic Ministries Appeal
• August 2007

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Its not about money . . .

• It IS about
• About helping people and changing lives
• Advancing the mission of the Diocese in the 21st
  century
• About our call to help our brothers and sisters
• It IS about
• Making connections with those who want toand are
  able tomake a difference

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How many of you

• Like to ask for money?
• See asking for money as a necessary evil?
• Love what you do and believe in the mission of
  the Church?
• Believe in the Churchs unique power to help
  people?

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Who gives?
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What do they care about?
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8 Keys to Successful Fundraising
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1. Passion, Sincerity and Belief

• Your ringing endorsement is critical
• Make your own gift first
• If not you, who is the best spokesperson for the
  CMA
• A leadership donor
• Recipient of services (United Way model)
• Devoted CMA volunteer over the years
• There is no quicker route to failure than an
  insincere leader

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2. Keep the Message Upbeat and Out There

• People are bombarded with media and messages all
  day long
• The number of charities nationally has doubled in
  the past 10 years. People are tuning out
  fundraising messages
• You have unique ways of connecting with people
  each week
• Communicate the why as often as the how much

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3. Make the Case Real

• As much as possible, bring the case close to
  home, to your parish and to individuals
• CYO Basketball
• Youth Ministry
• Matthews Closet
• RCIA
• Catholic Charities Food Bank
• Migrant Ministries
• The more specific the better
• Are there examples of how CMA dollars are used in
  your parish?
• The power of personal testimony. Is there
  someone who would speak at Mass about a being
  helped by a CMA program?

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4. Identify Your Best Potential Donors

• 80/20 Rule applies to all fundraising campaigns
• Focusing on your best donors first will be your
  highest yield activity
• The Development Office can help you with a list
  of your best donors, and advise you on how to
  segment and approach them

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5. Find the Best Way to Ask

• Effectiveness of Solicitation Methods
• Face to Face
• Telephone
• Mail/E-mail
• Peer-to-peer, face-to-face solicitation is the
  most effective
• Dont underestimate your own influence
• Pastor
• Pastoral Administrators
• Parish council chair, members
• Key volunteers
• Promote techniques that make giving easy
  Electronic Fund Transfer, Credit Card

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6. Donor Segmentation and Strategy

• Last years top donors above a certain dollar
  amount
• Involve them in your leadership team
• Ask them to host a reception(s) for your top
  parish donors
• Ask in person and/or with a volunteer
• Ask for increased gift
• Donors whove given above a certain amount in one
  of the last three years
• Try to have volunteer who knows them ask in
  person
• At minimum, solicit by phone
• Ask for an amount equal to or greater than last
  gift

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6. Donor Segmentation and Strategy (continued)

• Consistent donors at low levels
• Ask for increased gift
• Phone is preferred method
• Interesting note great planned giving indicator
• Non-donors
• Phone or mail
• Ask for a participation gift, perhaps the
  average gift to the CMA from the parish
• New Prospects Do you have new parishioners with
  means? Do your volunteer leaders know them?
• Personal outreach

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7. Ask

• Be sure that you actually ask
• You dont have to be the solicitor
• Oftentimes the pastor or pastoral assistant is
  the key to bringing the solicitor and prospect
  together
• It is VERY effective to tag team with Doug
  Mandelaro, Curt Hill or a high-level volunteer
  who can make the ask
• Ask for a specific amount
• Based on past giving
• Based on estimate of capability
• Once youve asked, let the silence work for you.

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8. Thank and Celebrate

• This is the fun part
• Thank often
• Thank formally
• Receipt
• Letter from you
• Letter from the Bishop
• Thank informally call, mention in person
• Recognition printed Honor Roll in bulletin
• End-of-Campaign reception?

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Keys to Successful Fundraising

• Passion, Sincerity and Belief
• Keep the message upbeat and out there
• Make the case real
• Concrete plans, compelling needs
• Real-life examples
• Identify your best potential donors
• Find the best way to ask
• Donor Segmentation and Strategy
• Ask
• Thank and Celebrate

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• Thank you!
• Questions?