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Keys to Successful Fundraising: Attracting and Retaining Donors

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Like to ask for money? See asking for money ... Ask for increased gift ... Ask for a 'participation' gift, perhaps the average gift to the CMA from the parish ... – PowerPoint PPT presentation

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Title: Keys to Successful Fundraising: Attracting and Retaining Donors


1
Keys to Successful FundraisingAttracting and
Retaining Donors
Frank Interlichia
  • 2007-08 Catholic Ministries Appeal
  • August 2007

2
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

3
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?

4
Who gives?
5
What do they care about?
6
8 Keys to Successful Fundraising
7
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

8
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

9
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?

10
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

11
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

12
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

13
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

14
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.

15
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?

16
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

17
  • Thank you!
  • Questions?
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