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Title: More Money

More Money!
  • How to raise more funds for your National Service

Step 1 The Mission Statement
  • A mission statement is an expression of the
    values in which the organization believes and
    around which it does its work
  • Hank Rosso, Achieving Excellence in
  • A Mission Statement should be a one-sentence,
    clear, concise statement that says who the agency
    is (the name, that it is a nonprofit, and what
    type of agency it is), what it does, for whom and
    where. Period.
  • Ron Meshanko Ecumenical Resource Consultants,

Wouldnt it be nice…
Sample Mission Statements
  • United Community Center is a 501(c)(3) human
    service agency providing emergency assistance,
    daycare, social services and recreational
    activities for low-income children and families
    at risk in inner city Atlanta, Georgia
  • Billtown Center provides affordable, educational,
    and outdoor recreational activities in a safe,
    clean, and inviting environment for people of all
    ages through sound business and management
  • At GoodCents, our mission is simple To offer
    education on the wise use of credit.

Step 2 So What?! Why should I give you my
hard earned money?
  • You build your Case Statement with
  • The Mission Statement
  • Goals of the Organization
  • ObjectivesSpecific, measurable, achievable,
    time-determined. Performance Measures combines
    these with Programs/Services and calls them
  • Description of Programs and Services

Building Your Case
  • FinancesThe Budget,
  • Financial Statements, Audits
  • GovernanceWho is on your board? How does the
    board operate? Committees?
  • Staffingqualifications and strengths
  • Facilitiesdescription/accessibility
  • Planning and evaluation practices
  • History

Getting the Word Out
  • Brochures
  • Foundation proposals
  • Appeal letters
  • Capital campaign prospectuses
  • Press Releases
  • Newsletter articles
  • Speeches to community organizations
  • Face-to-face conversations
  • Your elevator speech

Step 3 Your Fundraising Plan
  • Is effective in communicating information
    provides a means for interaction with
  • Invites constituencies to share their own dreams
    and vision for contributing to fulfillment of the
    nonprofits mission
  • Identifies categories of the most qualified
    prospective donors
  • Has the Boards approval and involvementdonors
    expect 100 of board to be donors at some level

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Types of Funding
  • Annual Fundthe foundation for successful
    fundraising programsa way to bond lots of donors
    to organization through regular gifts
  • Special Giftsresponse to a special need
  • Capital Campaigncan last several years
  • Planned Givinggifts made in the present which
    will provide benefit to organization at a later
  • Major Giftscan be any of the above but in larger
    than usual amounts

Annual Fund Objectives
  • To solicit and gain new gift/ repeat upgrade
  • To build and develop a base of donors
  • To establish patterns of giving by regular
  • To raise annual unrestricted and restricted funds
  • To inform, involve, and bond to organization
  • To use donor base to identify potential large
  • To remain fully accountable to constituency
    through annual reports

  • Personal Face to Face Team of two, one person

Ladder of Effectiveness Fundraising School 2002
  • 2. Personal Letter-Stationery
  • With telephone follow-up
  • Without telephone follow-up
  • Personal telephone
  • With letter follow up
  • Without letter follow-up

3. Personal letter, internet
4. Telephone solicitation/ phonathon
5. Impersonal letter, direct mail, e-mail
6. Impersonal telephone/
7. Benefit/Special Event
8. Door-to-Door
9. Media, Ads, Internet
Personal Face-To-Face VisitWho Goes on this
Visit/How Many Go?
  • 1 The organizations chief executive,
    fundraising officer, program person or a
  • 2 Someone who is a volunteer and an advocate for
    organization or
  • Someone with links to the prospect or
  • Staff person who is expert witness
  • One person can go by themselves if they are
    comfortable with asking for funds and committed
    to the organization

Solicitation by Letter
  • Peer writes to friends, colleagues, family
    members on personal stationary
  • Ideally with pre-addressed reply envelope
  • Phone a couple of days or a week after letter
    should be received
  • Handwritten works bestaddress and inside letter

Solicitation by Phone
  • Personal call placed by peer, with a follow up
    letter or reminder email is better than no follow
  • A pre-addressed letter can be included in a
    follow up letter

Personalized Letters E-Mail
  • Names from House List of prospectsdonors,
    clients, staff, those who receive newsletters,
    others with tie to organization
  • Letter should include prospects name, address in
  • Name used in salutation in letter and email
  • Try to build list of those who want to be
    contacted by email

Using Email to Raise Funds and increase awareness
  • Send out a simple e-newsletter monthly to keep
    people current with your program and its needs
  • Your web page should offer information by
    registering emailsexplain what you will do with
    the email and offer opt out option
  • Capture emails at speaking events and your
    special events

Why You Need a Web Page
  • By the end of 2004, 70 million American
    adults logged onto the internet to use
    email, get information, buy things, make
    reservations, etca 37 increase since
  • 63 of American adults use the internet
  • 81 of online middle aged adults use it to
    research a product or service
  • 96 of online seniors over 65 years use it
    for email
  • Over all, online gifts rose by 48 percent at the
    146 organizations that provided figures for 2003
    and 2002, up from 60.5-million in 2002Chronicle
    of Philanthropy

Your website should…
  • Clearly articulate your mission and programs
  • Easily provide information that people need and
    that will make them want to return to your site
  • Load quickly and be regularly updated
  • Be simple to navigate
  • Be updated regularly
  • Have an email link contact usand postal
    address and phone number of organization
  • Have a method for people to make donations online
    over secure systems

Impersonal LettersDirect Mail
  • Not best way to raise funds but good way to gain
    new donors to replace those lost through
  • Lists can be purchased/targeted by zip codes,
    income and interests
  • Goal is to at least pay for itself and gain
    reasonable number of new donors
  • There is no one size fits all or one technique
    that fits all in direct-response fundraising.
    Not all letters you receive look the same or they
    would never get opened. Geoff Peters

Direct Mail
  • EnvelopePlain, 10 envelopes with your
    organization clearly/simply identified do as well
    as more expensive ones. Smaller ones look like
    bills. Use sealed envelopes for security
    purposes--glassine address windows work fine.
    May want to use your regular envelope so people
    easily identify it.
  • Stamps--Nonprofit rate postage stamps work better
    than nonprofit imprint or metered mail
  • EnclosuresFour pages work better than shorter
    letters (or longer)
  • Formattinggenerous margins, indented paragraphs,
    use white space, readable 12 point (or larger)
    serif type
  • Always use a reply envelopeprepaid boosts
    response from new donorsunstamped for friends
    and past donors.
  • PremiumsBe conservative. OK without them. If
    too commercial, donors may think you are wasting

Direct Mail continued
  • 7. Thank donors for past donations and tell them
    how such donations were used
  • 8. Use case histories and stories, photos good
  • 9. Clear call to action on every page,
    underlining used with discretion
  • 10.Response card or part of reply envelope give
    suggested levels of giving
  • 11.Try to capture emails so you can send them up
    to date briefings

Outside Envelope-Plain 10 with your logo and
return address
Return Service
Mailing Labels Nonprofit Stamp
The Appeal Letter
  • Who is your audience?
  • Anticipate their questions
  • Ask for a specific amount
  • When is the deadline for response?
  • Make it personaluse stories, pictures
  • Make it easy to respondreply envelope
  • Have someone else review it
  • Give contact information

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Inside Decision Card-Front
Inside decision card--back
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Using Your Newsletter to raise funds and increase
  • Should be sent out at least quarterly
  • Should always have a response envelope
  • Should include column from director
  • Should have a needs list
  • Should have one or more stories with photos about
    how your program is helpinglots of photos and
    white space
  • Should include list of donors for the quarter
    broken into individuals, business, churches, etc.
    plus honorariums and memorials
  • Should include cumulative annual levels of giving
    Leaders (5,000), Pacesetters (1,000),
    Sustainers etc
  • Should include categorized levels of sponsorship
    for special eventsie bronze, silver, gold,
    platinum levels

White space
Name of Paper
Photos with cutlines
Different levels of sponsorship
Regular column from CEO
Board listed
Table of contents
Mission Statement
Vision Statement
New Grants received for what purpose
Calendar of coming events
New Memorial Quilt Program
  • Donors List for gifts received that
    quarterlists by categories
  • Businesses
  • Churches
  • Clubs
  • Foundations
  • Organizations
  • Schools
  • Individuals
  • Memorials
  • Honorariums

Annual Levels of giving to date Leaders-5,000-9
,999 Pacesetters-1-4,999 Sustainers-500-999 Pat
rons-250-499 Supporters-100-249
BRE Response Card
Email Choice Match Can Charge In Will Info
Memorial or honorarium
Who to notify
Impersonal Telephone Calls
  • Phonathons and Telemarketing though
    successful for some organizations
    often can be counterproductive and annoying to
    potential donor
  • Caller ID and answering machines have also
    reduced effectiveness

12 Ways to Say
  • Send a formal thank you (law says donations of
    250 or more must have a receipt)
  • Acknowledge upgrades and cumulative giving
  • Have board members write notes
  • Use the phone
  • Acknowledge donors in newsletter
  • Invite donors to tour your facility
  • Invite contributors to your activities
  • Encourage donors to become volunteers
  • Send special program updates
  • Send comp tickets to next benefit event
  • Share good newssend press clipping
  • Send photos of your group in action Nonprofit
    World Vol 16, no 6 p 17

Fund Raising Calendar
  • July August big vacation months but can use
    them for cultivation visits
  • Include dates for special eventscheck
    school/community calendar
  • A plan should include all phases of solicitation
    spread throughout the year
  • A calendar should judiciously use the time of

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Develop Your Keepers
  • Non profit exemption letter from IRS
  • Agency structure, board members and their
    affiliations/addresses/phone numbers Officers
  • Annual Reports
  • Latest certified audit
  • Copies of your latest 990 report
  • Affirmative Action Statement
  • Mission statement
  • Simple strategic plan for next few years
  • Employee handbook and personnel policies
  • Clipping file of events, achievements, census and
    service statistics

Why Do A Special Event?
  • Visibility for your agency
  • Volunteer/donor recognition
  • New program launch
  • Names for your prospective Donor List
  • Income Potential
  • Admission and ticket sales
  • Sponsorships
  • In-kind event supplies, personnel
  • Related raffles, silent auction

7 Goals for Special Events
  • Raise money
  • Interpret your mission statement
  • Motivate board members and major givers
  • Recruit volunteers and future board members
  • Expand your networkget those names, addresses,
    phone numbers and emails
  • Market your organization
  • Solicit endorsements
  • Board Member, February 1998 p 3

10 Steps to Successful Event
  • Select event that meets your capabilities
  • Think out entire eventcomponents/ contingency
  • Develop publicity plan
  • Select and brief key players
  • Develop a budget
  • Develop materials list
  • Plan the work, work the plan
  • Keep all players up to date
  • Collect all your money
  • Thank all your volunteers and staff

Ten Reasons Why Events Fail
  • Not enough time
  • Not planning ahead
  • Wrong Date/Time/Place
  • Spending too much
  • Spending too little
  • Not enough support
  • Ineffective insufficient PR
  • Inattention to details
  • Missed opportunities
  • Unrealistic Expectations Event

Special Event Ideas
  • Bed race
  • Scavenger Hunt
  • Celebrity Junk Auction
  • Single Greatest Night (honors singleshonorees
    requested to raise )
  • BarBQ Ball w Karaoke
  • Pig Roast/Luau
  • Sunday Salons-held in private homes, intriguing
    speaker, great food
  • Chili Cook-Off
  • Croquet Tournament
  • Progressive Dinner
  • Rubber Duck Races
  • Cow Patty Bingo
  • Bingo Boogieceleb callers, great band
  • Pay for Playworked out with local radio station
  • ABCseach year theme starts with another letter
  • Chocolate Sunday
  • Source Event Report

Other Special Event Ideas
  • http//
  • http//
  • http//
  • http//
  • http//

13 Most Common Fundraising Mistakes
  • Doing everything but asking
  • Thinking fundraising is for fundraisers only
  • Plunging in without clear statement of purpose
    and support from board
  • Disregarding prospect research and recordkeeping
  • Forgetting to concentrate on individual donors
  • Overlooking past donors
  • Putting too much faith in brochures

Fundraising Mistakes
  • 8. Failing to guide and cultivate donors
  • 9. Promising the world by Friday
    at the latest
  • 10. Refusing to recognize factors beyond your
  • 11. Ignoring sophisticated tax savings incentives
  • 12. Keeping too many secrets
  • 13. Looking upon your work as a job rather than a
    Nonprofit World vol 17,no3

Other Fundraising Ideas
  • Sale of donated prom attire funds drug and
  • party for high school seniors
  • Know Your Antiques fundraiser held for historic
  • Bunnies and Babies keepsake portrait fundraiser
    to benefit
  • childrens' groups
  • Courageous women and girls portrayed during
    fundraiser for school programs and scholarships
  • Children's Cookbook Fundraising
  • Involve the whole school in writing a book
    of the children's favorite recipes.  This is a
    hilarious and profitable fundraising idea.  Ask
    each child in the school to tell you 1) What
    they are going to cook 2)   What ingredients
    they will need 3) How do they make their recipe
    4) How do they cook their recipe 5) Draw a
    picture of what they want to cook. Write the
    children's responses down exactly as they tell
    them to you.  Compile the recipes into a book and
    sell them to parents, friends, etc.  Sources The
    Perpetual Preschool (Upland, California),

Give A Buck Fundraising
  • This fundraising idea is similar to the to the
    sales they have in stores during different
    holidays such as St. Patrick's Day where
    organizations will sell paper shamrocks for a
    dollar. You print the donor's name on the
    shamrock and it's hung up in the store for all to
    see! We chose to use paper houses with our logo
    on them and asked local businesses to sell them
    for us. Since we are a homeless shelter the
    houses were a big hit! We gave each business
    about 50 houses to start, a tally sheet, and
    a money bag. We collected at the end of each week
    although the fund raiser continued on for the
    whole month. We also did advertising in the local
    newspapers and radio.
  • Source Galilee House

Favorite Photos Fundraising
  • Use photo's of babies, dogs, etc. ---
    anything that relates to your organization. 
    Entrants submit a photo (specify maximum size
    accepted), and may also submit a 3x5 card with a
    few sentences as a description to create more
    interest.  Photos are mounted on a display board
    or inside a sponsoring merchant's window at a
    sidewalk fundraising festival. Each photo is
    numbered and a jar is numbered for each photo for
    votes. Votes are made with coins, dollar bills,
    or checks (made payable to your organization).
     The picture with the most "votes" (total money
    collected) wins a prize. Prizes can be solicited
    from sponsors.  The "votes" (money) goes to your
    organization.  The most "votes" are obtained from
    grandmothers/fathers and aunts/uncles, so this
    fundraising idea works best in a smaller
    community or at an event with relatives
  • Source Barbara J., Greenwood, Indiana

MONOPOLY Tournament Fundraising
  • Design your MONOPOLY fundraising tournament
    to "fit" your organization and potential
    supporters.  Most organization charge an
    admission fee for individuals and/or teams. Don't
    forget the possibility of business supporters who
    can sponsor specific spaces on the board.  Most
    fundraising tournaments are conducted on a set
    time limit basis.  If you want to really do it
    right, contact the National MONOPOLY Tournament
    Director at Hasbro.

CutinStone Bricks
  • Uniqueness - gives your donor
  • a sense of pride and ownership.
  • Your donor has the ability to
  • personalize a brick for themselves,
  • honor a loved one or choose to
  • remember ones that have passed on.
  • Individuality - expression sets us apart. We have
    the ability to reproduce logos, signatures and
    artwork thats affordable.
  • Recognition - allows you to permanently thank
    your donor by displaying their name.
  • 4"x8" Brick with 1-2 lines of engraving12.00--add
    itional line of engraving2.00
  • 4"x8" Signature Brick with engraved name 12.00
  • http//

Planned GivingWhat is it?
  • Planned Givinggifts made in the present which
    will provide benefit to organization at a later
  • Includes
  • Current outright gifts
  • Expectancies
  • Deferred gifts

Planned GivingFirst Steps
  • A Planned Giving Program must have the full
    support of the board so they must be educated
    about this type of giving
  • Planned giving policies and guidelines should be
    developed and approved by the board
  • An educated board should lead the way in making
    some form of planned giving gift
  • Include planned giving information in your
    newsletters as an early step

Current Outright Gifts
  • Assets such as stock, real estate and tangible
    personal property.
  • Generally made jointly by spouses and require
    significant contemplation and planning
  • With Real Estate, check to see if there liens,
    encumbrances, clear title..Is it a brown field?

  • Wills/bequests are the backbone of planned giving
    and the most popular method
  • Life Insurancemay give an existing policy or may
    take out a policy and name the organization as
    the/a beneficiary
  • Retirement Plans and IRAs

Deferred Gifts
  • Involve irrevocable transfers of cash or property
    not available for the charitys use until some
    time in the future
  • Charitable Gift Annuity
  • Charitable Remainder Trust
  • --Generally a small organization would do well to
    talk with local community foundation or trust
    office in local bank to help establish these

Seven ways to fire up your board for fund raising
  • Be upfront in your expectations
  • Explain the importance of fundraising
  • Show board members the big picture
  • Put fund raising goals in writing
  • Enlist past board members in efforts
  • Give fundraising prominent billing in agenda
  • Insist that fundraising begin in board room
    Board Administrator Dec 1997

A Donor Bill of Rights
  • 6. To be assured that information about their
    donation is handled with respect and
    confidentiality as provided by law
  • 7. To expect that all relationships with persons
    related to organization will be professional
  • 8. To be informed whether those seeking donation
    are volunteers, employees or hired solicitors
  • 9. To have the opportunity for their names to be
    deleted from mailing lists the organization
  • 10. To feel free to ask questions when making a
    donation and to receive prompt, truthful and
    forthright answers
  • To be informed of the mission, how organization
    plans to use donation, and its capacity to
    effectively use donation
  • To be informed about who is on the governing
    board expect they will exercise prudent
  • To have access to organizations most recent
    financial statements
  • To be assured their gifts will be used for
    purposes for which they were given
  • To receive appropriate acknowledgement and

Affordable Donor Management Systems
  • Microsoft Word, Excel and Access
  • Giftworks-299
  • DonorPerfect
  • Etapestry
  • For more http//

Obstacles do exist
But the secret is…..
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  • This Power Point Presentation prepared by Dale
  • State Program Specialist, Corporation for
    National Community Service, 600 ML King Jr
    Place, Rm 190, Louisville, Kentucky 40202
  • Sources
  • Hank Rossos Achieving Excellence in Fund
    Raising, 2nd Edition by Henry A Rosso
    Associates, Jossey-Bass
  • Board Member
  • Board Administrator
  • The Chronicle of Philanthropy
  • Event Report
  • http//
  • http//
  • The Fundraising School
  • Nonprofit Times
  • Nonprofit World