Building a fundraising culture

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Building a fundraising culture

• Carina Halvord Ecsite 2008
• Deputy Managing Director Ref. 69
• Universeum May 29, 14h00
• Gothenburg, Sweden

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Number of visitors
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Net profit
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Revenue

• Admission receipts, public 51
• Admission receipts, schools 3
• Grants (city, region, nation) 24
• Fundraising companies (excl. projects) 3
• Shop 9
• Events 7
• Café 2
• Other operation income 1

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Money the lifeblood of our business

• Yearly fundraising - mission 3 million Euro
• Yearly fundraising - projects x million
  Euro

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Can fundraiser perform feats of magic?

• New money hard to come by
• Do not be trapped in fairy-tale thinking

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Success demands investment

• Understanding and commitment
• throughout the organisation
• Sufficient people, sales tools, follow-up tools

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Success demands integration

• Fundraising business / project development
• Content needs funding
• Funders demands content

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Make fundraising high priority

• Communication of fundraising plan
• Communication of successes and failures
• Recognition of hard work
• Celebration

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Fundraising people

• The deputy managing director
• The development director
• Project managers
• An advisory council
• Assistant
• Other staff
• The board

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The core organisation

• Head of fundraising
• strategy, tools, follow-up
• Fundraisers
• research, meetings, closures
• Assistant (soon to come)
• mail appeals, newsletters, activity plans,
  grant proposals, acknowledgment letters,
  events...

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Success demands investment

• Understanding and commitment
• throughout the organisation
• Sufficient people, sales tools, follow-up tools

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Strategy

• Fundraising plan
• Prospect list
• Partner structure
• ...core to our organizations identity

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Fundraising plan

• Time duration year 1-3
• Narrative description of goals
• number and type of partners
• Staff training, database, website
• ...
• Calendar month by month
• Breakdowwn of responsibilities
• How youll measure interim success
• Backup plans
• ...distribute to all fundraising people!
• ...core to our organizations identity

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Prospect list

• Potential within
• city, region, nation

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Rawprospect list

• 363 companies
• City, region, nation
• No of employees
• Business category
• Research intensity
• Turnover
• Turnover and result change -1year
• Corporate responsibility strategy
• Current partnerships
• Contact information

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Partner structure
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Strategy

• Fundraising plan
• Prospect list
• Partner structure

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Sales tools

• Interesting story visible main offer
• Standardised deals
• Key account training
• Yearly business report
• CRM system

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CRM system

• Transferability of your existing data
• Interface with your website, booking and
  invoicing system
• Office management
• Information keeping capability
• Mail merge and production of labels
• Automated reports
• Automated production of renewal requests,
  thank-you letters..
• Easy generation of personlaized correspondence
• Ability to import data from word, excel
• ...as good as the information that goes into it

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Records in order

• Grassroots tips
• date and context on business cards
• sources of information
• loggbook for every partner

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Sales tools

• Interesting story visible main offer
• Standardised deals
• Key account training
• Yearly business report
• CRM system

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Follow-up tool
Säljkartan Kundansvarig
__________________________________________________
___ Senast uppdaterad ______________________
_______________________________
Salesmap Key Account Manager Carina
Halvord Last updated 080523
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Follow-up
Säljkartan Kundansvarig
__________________________________________________
___ Senast uppdaterad ______________________
_______________________________
Salesmap Key Account Manager Carina
Halvord Last updated 080523

• Main partners and projectpartners
• Key account function
• Yearly activity plan
• Webbsurvey
• Survey on vistors knowledge

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Summary
Säljkartan Kundansvarig
__________________________________________________
___ Senast uppdaterad ______________________
_______________________________
Salesmap Key Account Manager Carina
Halvord Last updated 080523

• Invest time in
• thinking
• planning
• acting
• follow-up
• Longterm partnership
• Business in balance
• Mission completed

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10 best advices

• Market your fundraising plan
• Do not understimate the workload
• Store up credit. Undersell overdeliver
• Key account manager for every main partner
• Be clear about goals, your own as well as
  partners
• Give systematic report/follow-up
• Support partner contact with great marketing
  material
• Have a strategy for external communication of
  partnership
• It is not only about money. Knowledge, products,
  time, network is also valuable
• Remember to say thank you
• ...as good as the information that goes into it

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