Your Action Plan to Attract More Funding andIncrease Visibility to Lead the Economic Recovery in You

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Your Action Plan to Attract More Funding
and Increase Visibility to Lead the Economic
Recovery in Your Community
Simple and practical strategies to protect your
current funding and position yourself to be seen
by funders as part of the solution to todays
economic crisis.

• Presented by
• Melanie Jason Friedman

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Roll Up Your Sleeves!

• How is the current economic crisis affecting your
  organization's fundraising efforts? 
• How do you talk to your community?
• What steps can I take to protect our funding and
  position us to be seen by funders as part of the
  solution to the economic recovery?
• What are the simple steps I can take now to
  strengthen our DC efforts. 
• How can I tie the headlines to our case for
  support position the organization to compete
  strategically focus and maximize our fundraising
  efforts and resources, and get our message out
  and be heard?

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Friedman Associates

• We specialize in building sustainable nonprofit
  organizations that help low-wealth individuals 
  communities create jobs and small businesses. 
• Friedman Associates is your one stop for
  successful practices and innovative strategies to
  achieve your mission  increase sustainability. 
• Our consulting approach combines effective
  organizational development, fund development 
  strategic communication to ensure that your
  organization continues to thrive  grow.

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Agenda and Learning Objectives

• Make (update) your case for support to make sure
  funders make the connection between your mission
  and programs and todays headlines.
• Increase communication efforts.  Media gets you
  more media and (if you play it right) media gets
  you funding.
• Check in with funders NOW dont wait for the
  next funding cycle to remind them of your work
  and how you fit into the solution.
• Position your organization to compete.  With
  increased competition for funds, make sure your
  organization is seen as a smart investment.
• Think strategically about where to focus and
  maximize your fundraising efforts and resources.

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How Will the Current Economic Crisis Affect Your
Organizations Fundraising Efforts?
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A crisis is a terrible opportunity to
waste! Jim Collins Author, Good to Great
Microenterprise organizations (MDOs) are strongly
positioned to be seen as part of the solution to
todays economic crisis.
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Were Front Page News!

• New York Times When Banks Say No, Microlenders
  Say Yes
• WSJ Microlenders Widen Their Client Base
• St. Louis Today 'You do what you need to do

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The Most Successful Fundraising Efforts are
Opportunistic in Nature

• For example, here to see how one of our clients,
  Justine Petersen, posted news coverage on their
  website to get additional attention. 
• They also sent an e-mail to their entire list of
  supporters, board members, reporters and clients.
  This is an excellent way to maximize the coverage
  and position yourself as an expert in your field
  and in your community. 
• And don't forget to put it on your website.

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Simple steps ALL MDOs should take to ensure you
dont waste this opportunity.
MAKE YOUR CASE
Update your case for support. Make the
connection between your mission and programs and
todays headlines.
Funders, potential funders, and the general
public have been educated on your issues in
recent months A big thank you to the likes
of MSNBC, CNN, and your local media!
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SAMPLE CASE FOR SUPPORT?

• The current economic crisis has brought attention
  to the issues in our city that Microenterprise
  Organization has been addressing for over 15
  years with tremendous success. In 2008, MDO
  helped over 295 entrepreneurs start and grow
  small businesses. Our program works because we
  provide more than just a loan we work with our
  borrowers over the life of their loan to ensure
  they succeed. We are committed to a one-on-one
  counseling approach that allows us to customize
  our services based on the needs of our clients.
  With more and more Americans finding themselves
  in need of our services, your support is critical
  to our ability to continue to grow our economy
  through strong and sustainable businesses and job
  creation.

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USE YOUR WEBSITE TO MAKE THE CASE!

• Rising Tide Capital, Jersey City, NJ
• Opportunity Fund, San Jose, CA   
• Justine Petersen, St. Louis, MO
• Go beyond mission and answer the questions
• Why this? and Why you?

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Turn Your New Case Statement Into a 1 page Fact
Sheet for Staff and Board

• Avoid industry jargon We often use terms that
  are familiar to us, but not to others outside the
  organization.
• Include examples of measurable impact to
  illustrate your point quickly.
• Include anecdotal success stories.
• Test your fact sheet on staff, Board, and people
  outside the industry to ensure it is clear and
  understandable.
• Here is a great example from one of our clients
  of a document for both staff and Board members.

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COMMUNICATIONS AND SUSTAINABILITY

• If potential funders dont know you exist or
  understand what you do, they are not going to
  fund your program.
• If community leaders and decision makers dont
  know you or understand what you do, they are not
  going to support your growth and sustainability.
• Your target audiences need to know that your
  mission is part of the solution to the economic
  crisis.

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COMMUNICATE YOUR CASE

• Give your community the opportunity to get to
  know your organization and what you do. They
  wont support you if they dont know who you are
  and what you do!

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COMMUNICATE YOUR CASE

• Use your fact sheet to empower staff and Board.
• Use your fact sheet to help with your external
  communications efforts.
• Use press coverage to communicate with funders
  and others.
• Use the fact sheet and press coverage to
  communicate with legislators.
• Use the fact sheet and press coverage for social
  networking.

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1 How do I find reporters?

• Create a comprehensive press list that includes
  phone, e-mail and other important contact
  information.
• Identify the top 10 reporters in your community
  and/or your field.
• Introduce yourself!

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2 How can I write a clear, concise press
release?

• A press release should read like a news story.
  Consider video releases (VNR).
• Understand the perspective of reporters.
• A press advisory getting reporters information
  about your event.
• No press release stands alone pitching your
  story to reporters!

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3 Choose your best spokesperson
(hint sometimes it is not you)

• Validators who can speak to the work you do?
  Clients? Funders? Find them!
• Are there board members who can serve as experts?
• Which staff members can speak to their work or
  expertise?
• Talking points what are the 3-5 messages you
  want to convey?
• Help your spokespeople deliver your message.

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4 Getting in the opinion pages

• Editorials, op-eds and letters choosing the most
  effective and timely option.
• Using the opinion writers to move your message.
• Meeting with opinion writers as an expert and
  part of the solution.

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5 Maximizing your coverage

• How can you turn one story into multiple hits?
• Using your newsletters, website and e-mail list
  to broaden coverage.
• Using news coverage to validate and support your
  work.

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Communicatingin short

• Get to know reporters
• Write effective press releases and follow up
• Choose your best spokesperson (and help them
  deliver your message)
• Dont forget about editorial pages
• Maximize your coverage!

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PAY ATTENTION TO YOUR CURRENT FUNDERS
It is more important than ever to protect your
current funding through strengthened
communications.

• Use new case statement and fact sheet to check in
  things have changed since your last
  conversation.
• Get to know your funders better are they
  anticipating changes in their funding due to the
  economic crisis?
• Discuss how your organization is taking active
  steps to streamline your operations with the goal
  to minimize any affect on clients you serve in
  rough economic times.
• Make sure to share media coverage with funders.

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POSITION YOUR ORGANIZATION TO COMPETE
With increased competition for funds, make sure
your organization is a smart investment.

• Donors need to be assured that you are a lean,
  mean, economic stimulus machine!
• Funders do not want to hear about how the
  economic crisis is hurting your bottom line.
  Its about the people you serve!
• Donors want to invest in organizations that use
  their money efficiently!
• Do you have a current strategic plan?
• Do you have a strong, engaged Board?
• Does your Board have a give/get policy with 100
  participation?

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STEP BACK, THINK STRATEGICALLY OPPORTUNISTICALLY.

• Your organization should be the new poster child
  of good philanthropy.
• Current economic crisis has changed funding
  priorities for some.
• Tangible impacts of funding your organization
  have been elevated to the headlines.
• Banks are in tremendous need of positive public
  relations.
• Corporate Giving Programs many times funding
  decisions are directly tied to marketing goals of
  a corporation.
• Who would benefit from PR about their investment
  in your organization?

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EVALUATE AND PRIORITIZE YOUR ANNUAL FUND
DEVELOPMENT PLAN

• There are a wide range of organizations within
  the industry.
• Regardless of the level of sophistication of your
  fund development program, there are steps to take
  to ensure you are using resources most
  effectively when resources are tight.

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Review Your Fund Development Plan Activities

• Identify areas with highest net return on
  investment then identify why.
• Build off your past successes what are your
  fundraising strengths?
• Now is the time to get to know your donors
  better. Spend time on research.
• Spend time on your lists segment into groups to
  target them more effectively.
• Re-evaluate effectiveness of large mailings.
• Invest in on-line efforts and social media and
  networking.
• Spend more time on high wealth individuals.

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Lets Hear From You!

• What questions/issues around fund development can
  we address?
• What are your challenges in meeting your funding
  goals?