The hungry games: catching Funds Rutgers University Temple University University of Georgia University of North Florida
Fundraising:An Introduction Jeanette M. Toohey, DirectorUniversity of North Florida
Definitions and terms • Fundraising: people giving to people who ask on behalf on worthy organizations. • Prospective donors: people with linkage to your organization (who has it?), ability to give (discretionary funds) and interest in what you’re funding.
UNF OLLI Mission and Vision • The mission of OLLI is to provide educational and social opportunities to people 50 years of age and above in order that they might grow intellectually, socially and culturally in a climate of friendship and mutual sharing of ideas and life experiences. Mission clarity keeps leadership decision-making focused, which in turn, inspires donor confidence. Ask: “How might that good idea for a program/event/activity advance our achievement of mission?” Resources are limited. If it doesn’t demonstrate potential, why undertake it? • OLLI shall be the premier community of adult learners in Northeast Florida.
Development Ladder • Suspect to • Prospect to • Donor to • Repeat donor (tipping point) to • Upgraded donor • Special gift donor • Major or big gift donor • Planned giving donor
Processes: Prospect to Donor • Cultivation (with stewardship, 90%): educate and friendraise before we ask for a decision to give. The process of gradually developing the interest of a prospective contributor through exposure to institutional activities, people, needs and plans to the point where the individual may consider a gift. • Solicitation (10%): the “ask” (gift), the transaction. • Stewardship (with cultivation, 90%): sustaining donor affinity by demonstrating the outcomes they make possible and deepening their affinity by communicating opportunities for them to make a difference on an ongoing basis.
On Giving • Donors Give To… • Donors Give When… • People Fail to Give Because… • Greatest return on investment in priority order • Retain current donors • Upgrade current donors • Rebirth lapsed donors • New donors
Chuck V. Loring Loring, Sternberg & Associates 4 - Legged Stool of Fundraising
Chuck V. Loring Loring, Sternberg & Associates The Donor Pyramid
Chuck V. Loring Loring, Sternberg & Associates Chuck Loring'sThings to Remember • The number one reason people do not donate to your organization is that they were not asked. • Involvement invites investment. • Volunteers especially the board must model giving behavior for other prospects and donors to follow. • All fundraising is local. • You may need to teach philanthropy before you can fundraise. • No donor gives away his or her last $500.00 or ($5,000.00). • You seldom get more than you ask for. • Fundraising is about building and maintaining relationships — it is a marathon, not a sprint. • Its much easier to get more money from an existing donor than $1.00 from a non donor.
Putting the Fun into FUNdraising Katy Crapo, Executive Director Tom Kenyon, President Elect University of Georgia
OLLI@UGA Fundraising History • Two Stories • Friendraising & Fundraising • The Takeaway
Halloween FUNdraiser • First major event • The five-ring circus • Cost per person • What we netted • Volunteer Engagement • University involvement
Halloween FUNdraiser • Evaluation • Lessons Learned
The Wishing Ring • “Minor” event • Cine′ Theater • Involving our sponsors • Involving the University • Community Outreach
Fund Development Strategy Plan • Leave a Legacy • Annual Fund Campaign • Special Events • Scrip Gift Card
Leave a Legacy • Donors have the ability to designate how their funds will be used. • To date every donor has designated their gift for operational funds to be used as needed by OLLI@UGA. • There are currently eleven donors to the Leave a Legacy program. • A conservative estimate of the value of the Leave a Legacy endowment is $300,000.
The Annual Fund Campaign • Potential to become a significant and dependable source of revenue • 100 for $100 • Year round • Two mailings
Special Events • Halloween FUNdraiser • The Wishing Ring
SCRIP Gift Cards • Tremendous Potential • How it works • Move to Marketing Committee
Score Card GOAL RESULT • Annual Fund Campaign $10,000 $ 7,925 (as of 4/1/14) • Special Events $ 3,000 $11,112 • SCRIP Gift Card $ 1,300 $ 222 TOTAL $14,500 $19,219
Marketing Development Committee • The purpose of the OLLI@UGA marketing committee is to co-ordinate business related activities designed to augment revenue that will enhance quality learning programs and services for the members. • Activities are to include corporate and individual sponsorships, advertising, in-kind donations, product sales and promotion of the benefits and services of OLLI@UGA.
Sponsorships Since 2012 OLLI@UGA has raised over $75,000 in sponsorships.
Benefits of Sponsorship • Sponsorships offer a corporation or an individual an opportunity to reach an audience of active, engaged older individuals who are making important decisions that affect their lifestyle. • Becoming a sponsor can complement their marketing and philanthropic plans and serve as a thoughtful way to demonstrate their community support.
Sponsorship Levels Sponsorships have several levels of support, each having an agreement which states the specific terms of that level.
Sponsor Recognition • Beginning at $1,000 and going to $10,000 each has provisions that include recognition in: • 2 Course Catalogs • 6 OLLI Times • Annual Membership Directory • Website • Table Space at 2 Back to Class Bash Events • Table Space at 2 Newbees Events • Annual OLLI Art Fair • Invitation to our Annual Meeting
Our Sponsors • Retirement Centers • Insurance Companies • Real Estate Agencies • Investment Consultants • Banks • Gourmet/Wine Stores • Personal Assistants
In-Kind Sponsorships • Sponsors can also elect to provide goods or services instead of funds. • Agreements like those used for financial support are used for in-kind goods and services. • For bookkeeping purposes each sponsor of in-kind goods or services much submit an invoice of their costs. • This fiscal year in-kind sponsorship has provide over $12,500 in support of OLLI@UGA activities and events.
Transitioning to a Culture of Giving Adam Brunner, Ph.D., Director Donna Satir, Fundraising Director Temple University
Our History of Fundraising • The most we raised from members in previous years was $18,000 • Set out to raise a minimum of $20,000 in 2013/2014 • So far this year, we raised over $34,000 just from member donations but raised a total of $49,915 (as of April 2014) through a combination of member donations and other strategies. This does not include the $100,000 that is pledged to OLLI in a member’s will (a copy of the will was presented to us in December of 2013).
Summary of Approach Two assumptions: • Member involvement leads to member ownership -- when you own something you take care of it • When you build a strong sense of community, people care more about the community and want it to thrive and continue
Summary of Approach Efforts taken: • Involved members in the process by asking for their input and giving them roles in fundraising activities • Held focus groups and planning meetings to educate members about our fundraising goals and to identify doers and leaders • Educated members on “why we are fundraising” and “why one would donate” • Learned what questions members had about our fundraising activities and provided them with answers • Created fundraising events that involved our members and showcased their talents (note cards, talent show) • Used our members voices to encourage giving (fundraising brochure, Donor Spotlight in newsletter) • Appreciated donors
Early Steps to Developing an Infrastructure for Fundraising • As soon as we began to consider applying for a fundraising grant from the Osher Foundation, we were able to identify two members to assist with the development of the proposal (one, a seasoned fundraiser; two, a career grant writer)
Early Steps to Developing an Infrastructure for Fundraising • After we received the grant, held two focus groups. Gave overview of fundraising plan, asked questions, “What does OLLI mean to you?”, and for suggestions on how to raise funds. • Rationale for focus groups – • Begin education about fundraising goals • Get to know people (skills and personalities) • Non-committal way to view the landscape of support
Early Steps to Developing an Infrastructure for Fundraising • Wanted to develop case statement for fundraising (a feature in our fundraising brochure) • Sent out email asking responses to: • How would you feel if OLLI disappeared from your life tomorrow? • What does OLLI mean to you? • What do you get out of participating at OLLI?
Early Steps to Developing an Infrastructure for Fundraising • Held two meetings to get input on potential vision and mission statements • Another rationale for the series of meetings (focus groups, and these meetings) was to see which members continued to come – who are the people committed to the goal, who are the doers.
Early Steps to Developing an Infrastructure for Fundraising Fundraising brochure
Early Steps to Developing an Infrastructure for Fundraising Fundraising brochure (continued)
Efforts to Educate Membership and Begin Fundraising • Sent out letter requesting donations with a coupon attached What is the Value of OLLI to You? -Without support from our members we cannot thrive -OLLI needs financial security to adapt to ups and downs of changing economy -How funds will be raised? -We need you!
Efforts to Educate Membership and Begin Fundraising Frequently Asked Questions: Why do we need OLLI to become financially sustainable and have an ongoing infrastructure for fundraising? Why doesn’t the membership fee cover all of our financial needs? Where do the donations go when OLLI at Temple receives them and how are they managed?
Efforts to Educate Membership and Begin Fundraising Frequently Asked Questions: What will we do with the funds that are raised from members? Will we be able to count on ongoing support from the Bernard Osher Foundation? Why is the sustainability of OLLI so important?
Our Fundraising Campaign • Tracking Our Progress
Our Fundraising Campaign B. Fundraisers • Note cards Raised $2,134
Our Fundraising Campaign B. Fundraisers • Talent Show Raised $2,371
Our Fundraising Campaign B. Fundraisers • Talent Show (continued)
Our Fundraising Campaign C. Fundraisers • In honor and in memory cards Raised $2,912
Our Fundraising Campaign D. Other Fundraising Strategies • In honor and in memory cards (continued)
Our Fundraising Campaign E. TOTAL RAISED IN FUNDRAISING CAMPAIGN SINCE JULY 2013 $49,915
Fundraising: Working with a Professional Shino John, Assoc. VP for Strategic Growth Division of Continuing Studies Rutgers University