creating an environment for effective marketing and fund...

Creating an Environment for Effective Marketing and Fund Development

PASSION

RAISING AWARENESS & FUNDING

Assessment of your Eye Bank Do you have the necessary framework in place for a successful start to marketing your eye bank?

NameLogoTaglineMission StatementGoals and ObjectivesCase for Support

Assessment of your Eye Bank

Does your framework align to tell the “story” of who you are, whatyou do and why someone should support your organization?

What feeling do you create about your organization?

Assessment of your Eye Bank

Assessment of your Eye BankWhat differentiates your eye bank from

other eye banks?

What differentiates your eye bank for other non profits in the communities you serve?

Do you spend more time explaining what an eye bank IS vs. what makes it SPECIAL?

Assessment of your Eye-Bank Do you have an elevator speech?

Does your elevator speech include your need for public funding and how it will be utilized?

Does your entire staff, board and volunteers understand the public funding needs?

Can and do employees, board and volunteers articulate the need on a regular basis?

Do they believe it?

Assessment of your Eye Bank

The Power of Clear, Consistent Communication that speaks to

your audience

Assessment of your Eye-Bank

Although the entire staff is not dedicated to marketing and fund development, it is their duty as an eye bank employee to raise awareness.

DONATIONS AND CONTRIBUTIONS

Illinois Eye-Bank

RESULTS

Lions Clubs

130 clubs in our area

24 club presentations per year, 4 conventions

Lions annual appeal & semi-annual newsletter

Lions Club total donations per year $4,500

CHANGE resulted in an increase in Lions contributions by 300%

Illinois Eye-Bank

RESULTS

Annual Appeal

Average results $10,000 per year

CHANGE doubled yearly contributions.

NOTE: both the Lions and general annual appeal specifically quantified the need they were fulfilling.

Illinois Eye-Bank

RESULTS

Referrals

Board member and volunteer referrals resulted in an additional $15,000 in individual contributions so far this fiscal year.

Board member referral of a foundation resulted in a proposal for a $90,000 grant.

Getting started with a successful marketing

& fund development program. Have you developed a case for support – your

“product”

Vision

Compelling, urgent and relevant

Do you have your case for support clearly stated on your website and in your materials?

Not just a donate now button but the compelling reasons to donate.

Does it describe your funding needs including programs and equipment.

“New Normal” Challenges

Contributor sophistication – more knowledgeable = tougher questions

Contributors are more selectiveNo shortage of good causes So many ways to give and to ask Board members with time and talent Corporate philanthropy – “an oxymoron”

MORE REASONS TO DISTINGUISH YOUR EYE BANK

Ready to begin a fundraising campaign, where do I start?

Annual Appeals

Direct Mail

Social Media

Events

Major Gifts

Planned Giving

Sources of Charitable Giving, Giving USA, 2012

SOURCE AMOUNT (in billions) Percentage of Total

Individuals $217.79 73%

Foundations $41.67 14%

Bequests $24.41 8%

Corporations $14.55 5%

Total $298.42 100%

USA versus the Illinois Eye-Bank

SOURCE USA – percentage of total

IEB - Percentage of total

Individuals 73% 62.5%

Foundations 14% 14.5%

Bequests 8% 10%

Corporations 5% 11%

Total 100% 100%

USA versus the Illinois Eye-Bank

SOURCE USA –percentage of total

IEB - Percentage of total

Special Events 70% - labor intensive, the most costly, unpredictable

Individuals 73% 14%

Foundations 14% 4%

Bequests 8% 10% unpredictable

Corporations 5% 2%

Total 100% 100%

USA versus the Illinois Eye-Bank

SOURCE USA –percentage of total

IEB - Percentage of total

Special Events 70% - labor intensive, the most costly, unpredictable

Individuals 73% 14%Foundations 14% 4%

Bequests 8% 10% unpredictable

Corporations 5% 2%

Total 100% 100%

Fundamentals for Individual Giving/Major Gift Success

1. Case for Support/Investment – Your “Product”

2. Team Selling – everyone is in sales

3. Qualified prospects -

Capacity, Propensity, Interest/Relevancy

4. Securing a face to face visit/meeting

THE MOST DIFFICULT CHALLENGE OF ALL

5. The visit itself

THE BEST PART OF DEVELOPMENT

6. Follow-up is key

Communication Vehicles

Annual Report Newsletters Social Media Platforms E-mail updates Leadership dinners Board-hosted events Program events Major Gift Society and newsletter Press Clips

CONSISTENCY IS KEY!!!!

Resources

Brandraising by Sarah Durham

50 Asks in 50 Weeks by Amy Eisenstein

Donor Centered Leadership by Penelope Burk

GuideStar Webinars. Guidestar.org

Association of Fundraising Professionals. aftnet.org

Chronicles of Philanthropy. philanthropy.com