fundraising 101: the basics presented by john howard february 27, 2008
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FUNDRAISING 101: The Basics
Presented by John HowardFebruary 27, 2008
Where are we going? Section 1: Laying the Groundwork
About John Howard Why Fund-raise? Whose job is it? Attitudes needed for success General Principles Money-making vs. fund-raising
(development)
Where are we going? Section 2: Bringing in the Dough with
Money-making Projects Overview Specific types of money-making projects Benefits and Drawbacks Building Ownership through involvement
Case Study – Peoria Heights P.L. Short Break
Where are we going? Section 3: Building Long-term Funding
through a Development Approach Overview Understanding Donors Asking for Money Library Annual Fund Major Gifts & Memorials Planned Gifts Capital Campaign
Where are we going? Section 3: Building Long-term Funding
through a Development Approach (continued) Recognition and Acknowledgment Do you need development staff? Role of the Library Director Creating a plan for fund-raising Summary – Where to go from here
Why Fundraise? You tell me – why are you all here?
Why Fundraise? To offer new services To offer existing services better To better fulfill your mission To make your community a better place
We don’t Fundraise… To pay the bills Because we need something Or else!
Who is Responsible? Ideally, a high-
powered group of community leaders so devoted to your library that they will offer time, talent and treasure
Reality – multiple answers Board, friends,
volunteers, staff may all be involved
Attitudes Needed for Successful Fundraising Unshakable conviction in the value of your
library Belief that people are willing to give Belief that, even in bad times, wealth exists in your community Willingness to step outside your comfort zone
Why is your library important…? Elevator Speech – short statement that
you could share while riding in an elevator. No more than 2 sentences No more than 50 words
Important Rules of Thumb The best gifts are win-win propositions
Have donors thank YOU People tend to repeat pleasurable
experiences and avoid painful ones Help donors to enjoy their gift
How you acknowledge the last gift determines whether you get the next
Never beg – create partnerships Good planning precedes good fund-raising
The $10,000 question
Fundraising vs. Moneymaking
Fund-raising: Creating long-term relationships with people interested in your organization, and letting them invest in your library
Moneymaking:Moneymaking: Engaging in activities that will create a profit that will be used to support your library
Types of Moneymaking Projects
ExamplesUsed Book Sale
Bake Sale
Cookbooks
Book bags
Coffee
Community garage sale
Types of Moneymaking Projects
Drawbacks:Relatively low profit potential
Possibility of losing money
Competition with local businesses
Benefits:Low pressure
Easy to do
Depending on product, may raise $$ from people unaffiliated with library
Unthreatening way to involve volunteers
Types of Moneymaking Projects
Drawbacks:Varying profit potential
For best results, need a sizable sales force
Requires researching and following local laws
Benefits:Low cost with donated prizes
Straightforward
Depending on prize, may raise $$ from people unaffiliated with library
Types of Moneymaking Projects
Examples:Luncheons/dinners
Musical or Theatrical Performances
Golf tournaments
Dances
Festivals
Trivia Nights
Types of Moneymaking Projects
Drawbacks:Can be LOTS of Work
Very dependent on timing
Can be high stress
Small to moderate $$ potential until established
Benefits:Can be FUN!
Good way to build visibility for library
May be built around the interests/skills of your volunteers
May give opportunity to share library’s “story”
Need good attendance to make $$
Volunteers
Voluntary involvement in your mission moves volunteers from
interest to involvement to ownership
CASE STUDYTaste of Peoria Heights
Marsha Westfall
Peoria Heights Public Library
Building Long-term Support through a
Development Approach
Primary Goal: Long-term, mutually beneficial relationship
with community members
Overview of the Development Approach
1. Identification
2. Cultivation
3. Solicitation
4. Acknowledgment
5. Cultivation
6. Solicitation with upgrade
Understanding Your Donors Why do donors give?
Personal belief in project/organization
Gratitude – “I have been served”
Guilt Recognition BECAUSE THEY WERE
ASKED PBS Drake Univ.
Donor Life-Cycle Prospect Customer Annual Gift Major Gift Ultimate/Planned Gift
Donors/Volunteers/ Donor-Volunteers
Asking for A Gift Levels of effectiveness (Best to worst)
Peer asking peer face to face Non-peer/staff asking face to face Peer asking peer via telephone Non-peer/staff asking via telephone Personalized customized letter Personalized customized email Bulk Mailing
Asking for A Gift Best gifts happen when the right person
asks the right person for the right gift at the right time (Not very common)
REMEMBER YOUR ROLES Demonstration Practice opportunity
Types of Fundraising Activities
Types of Fundraising Activities
The Annual Fund is the foundation/basis for development style fund-raising.
Through the Annual Fund, donors are identified then brought along through the donor lifecycle.
The Annual Fund includes a combination of in-person, events, telephone and mail activities, along with significant acknowledgment activities.
Any library can run an annual fund.
Types of Fundraising Activities
Types of Fundraising Activities
A capital campaign is a focused, high visibility short-term effort to raise significant dollars, usually over a 3-5 year period
Capital Campaigns are most often held for building projects
Capital Campaigns are most effective when they grow out of an annual appeal, but they can be an effective way to jump-start an appeal
Capital campaigns are expensive and labor-intensive
Types of Fundraising Activities
Types of Fundraising Activities
Ex-resident leaves Monticello library $2 million in his will
MONTICELLO - A few years ago, Allerton Library director Lisa Winters received a thank-you note from a woman who she had helped with her research."At the end she said, 'My friend, Max is going to leave you something,' " Winters said. "I thought: He's going to leave us his books."
Winters later received a phone call from Tom Finseth, a close friend of Max Hency, a former Monticello resident, who told her Hency was leaving the library a large donation in his will. Just for fun, Finseth asked her, "What would you consider a large donation? "Winters, who has worked at the library for 29 years, knew exactly what would constitute a sizable contribution."I said $1,000," Winters said. "We have had several gifts a little over $1,000, but I don't recall anything more than that."
Max Hency, a retired Navy commander who graduated from Monticello High School in 1941, left more than $2 million to Allerton Library. The library received the first installment of $1,990,000 in January and is expecting to receive another, much smaller check in the future.
"Overwhelming is the best word to describe it," Winters said.
Types of Fundraising Activities
•The largest gift your library will ever get is likely to be a planned gift
•Although some gifts are made during the donor’s lifetime, most are made at the time of the donor’s death, when they no longer need the money
•There are people ready to make planned gifts to your organization right now
•Donors without children are particular prospects
•Many planned gifts take time to ripen – years of volunteer involvement or gifts to the annual fund lead up to the provision for a planned gift
Recognition and Acknowledgment Acknowledging and recognizing gifts well
leads to more gifts Thank, but don’t just thank. Involve the donor
Creating some basic policies is important Websites give us an entirely new and
exciting way to recognize gifts Don’t be afraid of your donors
Creating a Plan for Fundraising What does your library need to do to move
forward? What will it cost?
Set a goal for coming year Choose activities to reach that goal
MM, FR or both Start a team If necessary, start small Build on your successes
Getting the Help you Need Alliance Innovation website resources Working with a paid consultant Hiring development staff
Train, train, train Further workshops
Capital Campaigns (Annual Fund?) - April 30th
Planned Giving – June 25th
By request as availability allows
Summary Attitude is the most important thing
“My library is important and deserving of support!”
“There are people in my community very willing to support my library!”
“We can successfully move our library ahead!” “There is money out there for the asking” “What does not kill me makes me stronger”
Thanks To:Genna BuhrLee Logan
Jillian RebmannThe folks at Peoria Heights
Kitty Pope and Lori BellMy wife and family
And all the little people who helped make me great…
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