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Effective Fund Development Strategies with Kathy Keeley at Northland Foundation

Join Kathy Keeley from the Northland Foundation for an insightful session on modern fundraising methods. Discover the shifts in the fundraising landscape, explore various types of fundraising, and learn how to create a comprehensive fund development plan. Gain key lessons on prospecting and asking, utilizing technology, and building long-term donor relationships. This session covers essential strategies from individual giving to corporate donations, ensuring your organization thrives in a competitive environment. Enhance your fundraising approach with proven tips for success!

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Effective Fund Development Strategies with Kathy Keeley at Northland Foundation

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Presentation Transcript

  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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