1. 2014 The Salvation Army Community Resource and Development Conference Sessions Identifying and Understanding Your Constituencies Indianapolis April 22, 2014 Timothy L. Seiler, Ph.D., CFRE Director, The Fund Raising School

2. Marketing PrincipleExchange of Values Donors Give The Salvation Donors Asks For From Army In Exchange, Donors Receive

4. Constituency Model

5. Constituency Model

7. Wheel of Roles & Responsibilities Civic/politicalorganizations Education Socialgroups Family SELF Professionor job Recreationalinterests Religion Health

9. Ladder of Effectiveness • Personal: face to face • Team of two • One person • Personal letter (on personal stationery) • With telephone follow-up • Without telephone follow-up • Personal telephone • With letter follow-up • Without letter follow-up

10. Ladder of Effectiveness • Personalized letter/Internet • Telephone solicitation/phonathon • Impersonal letter/direct mail/Internet • Impersonal telephone/telemarketing • Fundraising benefit/special event • Door-to-door • Media/advertising/Internet/Social Media

11. Qualities of a Prospect • Aware • Interested • Involved • Concerned • Committed • Capable • Accessible • Experienced • Seeking fulfillment

12. What the Prospect Looks For • Evidence of good management • Evidence of reasonable planning • Evidence of prior support • Persuasive presentation by credible volunteers • Absence of pressure • Invitation to share/join