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Fundraising

Fundraising. Fund Development Kathy Keeley Northland Foundation . Agenda . What has changed? Types of Fundraising: Definitions The Fund Development Plan Key Lessons and Tips. Fund Development. Process and Rules Have Changed Prospecting and Asking Today - Demographic Technology

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Fundraising

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  1. Fundraising Fund Development Kathy Keeley Northland Foundation

  2. Agenda • What has changed? • Types of Fundraising: Definitions • The Fund Development Plan • Key Lessons and Tips The Keeley Group - Northland Foundation

  3. Fund Development • Process and Rules Have Changed • Prospecting and Asking Today - Demographic • Technology • Competitive Environment The Keeley Group - Northland Foundation

  4. Fund Development • Integrated • Marketing and Communication Support • Planned – Focused – Targeted • Building long term relationships • Research and Return The Keeley Group - Northland Foundation

  5. Types of Fundraising • Individual Giving • Major Donors • Events – Both large and small. • Direct Mail • Telemarketing • Online and E-Giving • Grants– Foundations, Corporate, Government • Corporate Giving Programs • United Way Fundraising • Minor Donor Groups – Yes, they do exist! • Participatory Fundraising– Like walk-a-thons and chili cook-offs • Annual Giving and Multi-Year Giving Campaign The Keeley Group - Northland Foundation

  6. Types of Fundraising • Events • Signature • Smaller • Cause Related • Foundations • Small Business and Corporations • Individuals • Membership • Appeals and Campaigns • Major Gifts The Keeley Group - Northland Foundation

  7. 5 Steps of Fund Development • Plan • Target • Ask • Close • Appreciate The Keeley Group - Northland Foundation

  8. Sounds Simple! Maybe! The Keeley Group - Northland Foundation

  9. Fund Development The Plan The Keeley Group - Northland Foundation

  10. Brainstorming is not Planning The Keeley Group - Northland Foundation

  11. Fund Development Plan • How are you going to fundraise? • More than brainstorming session or list of activities? • Starts with clear goals and expectations • Dollar Goals – more than Plug Your Budget • Clear Expectations – Board, Staff and Volunteer Roles • Timelines and Calendar The Keeley Group - Northland Foundation

  12. Outline for The Plan Sheet One • Categories • Dollar Goal • Actual last year • Year To Date Sheet Two • Activity • Tasks • Timeline • Responsibility • Goal The Keeley Group - Northland Foundation

  13. The Keeley Group - Northland Foundation

  14. The Keeley Group - Northland Foundation

  15. Board Solicitation – Sheet Two The Keeley Group - Northland Foundation

  16. Corporate Plan – Sheet Two The Keeley Group - Northland Foundation

  17. Target Who are you asking and for What Dollar Amount The Keeley Group - Northland Foundation

  18. Targeting • List Development • Prospecting • Funding Research • Dollar Amount (Too Little or Too Much) • Appeal/Request The Keeley Group - Northland Foundation

  19. Targeting • Brainstorm • Circle of Influence • Building the Master List • The Real List • Connections and Introductions The Keeley Group - Northland Foundation

  20. Targeting • Individuals • Prospecting • Appeal Letter – general vs. targeted • Additional Requests • Corporations • Research • Name • Match to Business Interests • Foundations –create relationship • Introduction – call and meeting • Newsletter • Updates and Information The Keeley Group - Northland Foundation

  21. The Keeley Group - Northland Foundation

  22. Donors to InvestorsContributions to Investments The Keeley Group - Northland Foundation

  23. Targeting Individuals • Formal Prospecting • Informal Prospecting • Who fits the ideal profile? • Who are involved in priorities, programs and projects now? 3-10-20 Lists • Build the pyramid from top down • Organize list by capacity and relationship • 97/3 Rule The Keeley Group - Northland Foundation

  24. The ASK How To ASK! The Keeley Group - Northland Foundation

  25. The Ask • Be Prepared To Answer • Where does the money go ? • Why is it going there? • Who decided that and how did they do it? • What do you want from me and when do you want it? The Keeley Group - Northland Foundation

  26. The ASK • Simplify the Message • Use Powerful Stories • Say Dollar Amount • Create Engagement Tool • The DECK • Pictures and Stories The Keeley Group - Northland Foundation

  27. The Ask • Practice • Set A Goal • Take Board Leadership • Make 5 Presentations Per Month The Keeley Group - Northland Foundation

  28. The Close The Keeley Group - Northland Foundation

  29. Get Over It! You Are In Sales The Keeley Group - Northland Foundation

  30. The Close • Listen • Ask them Questions • Let Them Ask Questions • Respond to What you Hear not What you Want to Hear • Engage • Use Dollar Amount • Be Prepared to Take a NO • Follow-up The Keeley Group - Northland Foundation

  31. Celebrate and Appreciate Relationships and Communication The Keeley Group - Northland Foundation

  32. Celebration • Thank you Letter • Cards – Holiday • Event – Discount and Tickets • Communication • Newsletter – Email Blast • Quarterly Updates • Marketing and Public Relations The Keeley Group - Northland Foundation

  33. The Web and Social Media The Keeley Group - Northland Foundation

  34. The Web • 60% of donors do research online • Online donations – going up but small % of total giving (10%) – growing each year • Email and direct mail have some influence (27% and 28%) • 74% of nonprofit have Facebook presence (5391 size of community) • 80% commit ¼ of staff person • Integrate into fundraising from individuals The Keeley Group - Northland Foundation

  35. The Web • Tips • Well branded, easy to use web site • Email tool that meets federal laws on spam • Send out email and direct mail request few days before and after • Include online giving option in direct mail • Use Web analytics (google analytics) • Social media strategy • Build it and they will come does not work • Community vs. brochure The Keeley Group - Northland Foundation

  36. Online Giving • Most online Giving • End of Year • Humanitarian Crisis • Have to communicate urgency • Set a reasonable goal • Supporters reaching out – families and friends influence • Focus on impact not the need • Share stories • Focus on constituent experience • Engagement and involvement • Be a “donor” once a quarter The Keeley Group - Northland Foundation

  37. Staffing and Tips The Keeley Group - Northland Foundation

  38. Staffing • Development Staff • Grant writer and Reporting • Events • Individual Solicitation • Major Gifts • Clearly Define the Job, Expectations, Goals, Timeline The Keeley Group - Northland Foundation

  39. Costs • Cost(1/3 of amount raised) • Amount • Time(Between idea and receipt of $) • Effort The Keeley Group - Northland Foundation

  40. Tips • Build A Team – Takes Time • Build Relationships • Listening • Communication –ongoing • Engage • It Takes Time – 3- 5 years The Keeley Group - Northland Foundation

  41. Tips • The Rule of 3 • Avoid Cold Calls • Do Your Math – how much per client, per service, per outcome • Rule of Thumb: Expect to spend 1/3 of your nonprofit expenses on fundraising The Keeley Group - Northland Foundation

  42. Brainstorming Is Not Planning The Keeley Group - Northland Foundation

  43. Earned Income • Fees • Selling Product or Service • Process • Feasibility Study • Target Market • Can you make money? • What does it take to start? The Keeley Group - Northland Foundation

  44. Business Plan • Business Plan • Description Product/Services • Target Market • Competitive Analysis • Marketing Strategies • Management • Financial Projections The Keeley Group - Northland Foundation

  45. Resources • http://www.supportingadvancement.com/revenue/samples/samples.htm • www.networkforgood.org • www.managementhelp.org The Keeley Group - Northland Foundation

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