Achieving Fundraising Success

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Achieving Fundraising Success

• James B. Williams
• Donor Relations Manager
• Noble of Indiana
• james.williams_at_nobleofindiana.org
• [phone]

2
Agenda

• Fundraising Basics
• Fundraising Strategies
• Planning for Success

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An Overview
Source Giving USA (2007), a publication of
Giving USA FoundationTM
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Who Gets The Money?
Source Giving USA (2007), a publication of
Giving USA FoundationTM
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Building for Success

Major Donors (10)
60 of
Upgraded Donors (20)
20 of
Small Donors (70)
20 of
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An Overview
Source Giving USA (2007), a publication of
Giving USA FoundationTM
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Why do individuals give?

• They are specifically asked!!
• They are inherently generous
• They have an interest in the cause
• To share a joy or loss
• To be to part of a community or organization
• To receive peer approval and recognition
• To gain tax and financial planning benefits

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Why do corporations give?

• To build a positive public image
• To enhance their ability to recruit and retain
  employees
• To improve the communities in which they operate
• To find a useful purpose for surplus materials,
  supplies, facilities
• To sell their products and services
• To gain tax benefits

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Why do foundations give?

• They are specifically asked!!
• To further the causes for which they were
  established
• To improve their communities
• To provide a way for family members to contribute
  to their favorite causes
• To comply with legal requirements related to
  their creation

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Fundraising Getting Started

• Case
• Needs
• Goals
• Prospects
• Leadership/ Volunteers

• Marketing
• Time and Timing
• Data Management
• Staff
• Budget

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Making Your Case
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Identifying Prospects

• 1. Constituency Circle
• 2. Treasure Mapping

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Get On Board!

• Volunteers and board members can
• Donate
• Introduce Others
• Help With Mailings
• Write Thank-You Note
• Call To Thank Other Donors

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Get The Word Out!

• Nobody cares as much about your mission as you do
• Very few people are searching for your
  organization
• Tell a good story

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Budget
Donors need to know how much you need and how it
will help
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Questions?

• Break

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Fundraising is

• The right person asking the right prospect for
  the right gift for the right program at the right
  time in the right way.
• - As defined by the Fund Raising School at the
  Center on Philanthropy at Indiana University

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Basic Strategies

• Annual Fund
• Special Events
• Sponsorships
• Cause-Related Marketing
• Major/Planned Gifts

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The Development Process
Linkage Ability Interest
Planned Gift
Major Gift
Upgraded Donor
Repeat Donor
Donor
Prospect
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Ladder of Effectiveness
Face-to-face Request
Personal Phone Call
Personal Letter
Phone-a-thon
Direct Mail
Special Event
Online Donation
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Annual Fund
Inform
Establish Giving Habit
Basis for Planned Giving
ANNUAL FUND OBJECTIVES
Renew
Stewardship
Develop Donor Base
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Annual Fund

• Foundation for all other fundraising efforts
• Versatile (can include direct mail,
• telephone, face-to-face, events, etc.)
• Builds organizational funding strength
• Source of volunteers, event participants,
• major donors, planned gift donors
• Steady source of unrestricted income
• Renewal rate increases over time

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Annual Fund

• Time consuming
• Can require significant
• initial investment

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Special Events

• You need
• Member/donor base or good
• mailing list(s)
• Volunteers
• Financial resources
• Event planning experience

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Special Events

• Provide visibility
• Build goodwill, donor loyalty
• Can be informative
• Attractive sponsorship opportunities
• Volunteer opportunities

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Special Events

• Time consuming
• Can be risky (weather or other factors can affect
  attendance)
• Appeal can be hard to predict
• Attendees may not connect with mission

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Sponsorships

• You need
• Strong, non-controversial projects
• To show visibility and other benefits for
  corporation
• Contacts within corporation helpful

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Sponsorships

• Large s
• Good partnerships
• May provide more than money (e.g., volunteers,
  facilities, equipment, etc.)

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Sponsorships

• Often restricted s
• Need to consider public image
• Not reliable
• Need something to sponsor

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Cause-Related Marketing

• You need
• Strong, well-established organization
• To show visibility and other benefits for
  corporation
• Creative ways to promote your mission

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Cause-Related Marketing

• Good partnerships
• Provide visibility
• Build goodwill, donor loyalty
• Can be informative, educational

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Cause-Related Marketing

• Need to consider public image
• Not reliable
• Need a creative partner

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Major/Planned Gifts

• You need
• Base of donors
• Credible askers
• Some research capability
• Long-term vision for your organization

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Major/Planned Gifts

• What is a major gift?
• Significant gift for your organization
• 10/60 Rule
• Can transform an organization

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Major/Planned Gifts

• What is a planned gift?
• A gift legally provided for during the donors
  lifetime but whose principal benefits may not
  accrue to the organization until a future time

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Major/Planned Gifts

• Bequest
• Beneficiary Designation
• Non-Cash Assets
• Charitable Remainder Trust (CRT)
• Charitable Lead Trust (CLT)

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Major/Planned Gifts

• Identify Prospects
• Build Relationships

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Major/Planned Gifts

• Reliable s
• Unrestricted s
• Large s

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Major/Planned Gifts

• Time consuming
• Scary (you have to ask)
• Need strong donor base

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Questions?
Break
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Planning for Success

• Success starts with a plan

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Nobles Strategy

• Introduce
• Cultivate
• Ask
• Introduce Others

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Where are you now?
CATEGORY Prospects Solicited 2006 actual 2007 Goal
Direct Mail 10,000 5,135 7,245
2. Major Gift Solicitations 20 6,585 7,000
3. Special Events 300 1,870 435
4. Sponsorships 50 4,955 8,720
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Developing Your Strategy

• Organizational goals
• Include different strategies for asking (i.e.
  direct mail, face-to-face, special events)
• Involve board, staff, key volunteers

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Wish List

• WISH LIST
• office space in downtown area
• two desks and desk chairs
• bookkeeping services
• items such as artwork, jewelry, etc. for our
  spring auction
• a new or used computer
• GIS equipment
• water quality sampling equipment

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Write It Down!
Strategy Goal Activities/How Who When/How Much
New Donor Acquisition 250 new donors Do a direct mail campaign to 10,000 prospects (150) Staff August-Oct./7,000
9,000 Each board member recruits 5 members (50) Board Monthly/no cost
Participants in special events become donors (20) Volunteers Summer/no cost
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Data Management

• Create tracking procedures

• Identify a system that
• meets your budget
• and needs

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Evaluate! Evaluate!
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Key to Fundraising Success

• ASK!!

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Resources

• Association of Fundraising Professionals
• (www.afpnet.org)
• National Committee on Planned Giving
• (www.ncpg.org)
• Internal Revenue Service
• (www.irs.gov)

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Questions

• James B. Williams
• Donor Relations Manager
• Noble of Indiana
• james.williams_at_nobleofindiana.org
• [phone]