by recresynthesis consulting inc. leisure development course 2012
TRANSCRIPT
Creative Fundraising 101
By Recresynthesis Consulting Inc.
LEISURE DEVELOPMENT COURSE 2012
If the government, your municipality or agency offered full funding for your department, would you still want to
do outside fundraising?
Why?
LEISURE DEVELOPMENT COURSE 2012
◦ Why do people give? Fundraising principles.
◦ Developing Your Case (Project) Statement
◦ Setting goals and basic types of fundraising
◦ Fundraising processes & techniques
◦ Your assignment…can’t forget that!!
Your learning experience will include the following, interspersed with fun of
course…
LEISURE DEVELOPMENT COURSE 2012
YOUR SUCCESS IN FUNDRAISING DEPENDS FIRST AND FOREMOST ON HOW
YOU ANSWERONE DECEPTIVELY SIMPLE QUESTION:
“What is the money for?”
LEISURE DEVELOPMENT COURSE 2012
PEOPLE GIVE TO PEOPLE …. TO HELP PEOPLE
PEOPLE GIVE RELATIVE TO THEIR MEANS
THOSE CLOSEST MUST SET THE PACE
SUCCESSFUL FUNDRAISING – WHAT DOES IT LOOK LIKE?
80/20 RULE IS BECOMING THE 90/10 RULE
THE NEED FOR BALANCE
FUNDRAISING PRINCIPLESHOW IT WORKS…..
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
* IMAGINE CANADA 2011
LEISURE DEVELOPMENT COURSE 2012
* IMAGINE CANADA 2011
LEISURE DEVELOPMENT COURSE 2012
* IMAGINE CANADA 2011
What is a Case Statement -
LEISURE DEVELOPMENT COURSE 2012
A concise, compelling, and inspirational pitch foryour overall cause or for a particular project or
program.
AKA: YOUR CASE FOR SUPPORT
Uses of a Case StatementA case statement = basis of every request for
support
LEISURE DEVELOPMENT COURSE 2012
Overall organization pitch
Specific fundraising projects and/or programs
Volunteer programs
Write it before you ask for the first dollar
Focus on all of the pyramid
“Elevator speech” in writing
Context of Case Statements
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
Primary Goals of aCase Statement
•Educate the donor prospect
•Create a sense of urgency
•Create a lasting impression
•Encourage gifts
What is the organization’s
history?
Whom does the organization
serve?
What needs confront the
people served by the organization?
How does the organization
address these challenges?
What is the organization’s
reputation for the business acumen?
How is the planning process
described?
What are the goals for the future?
How will the donor’s
investment be used?
How will the donor’s
involvement be acknowledged?
Comprehensive Formal Case Statement
LEISURE DEVELOPMENT COURSE 2012
MissionObjectives
TargetsMeasures
Fundraising Strategic Management - The Plan
StrategyFormulation
SystemsDesign
ExecutionGoal
Formulation
History /Shared
Experiences
How To's ofdoing
business
StructurePeopleCulture
Who doeswhat & when?Control Factor
Evaluation
Internal ResourcesStrengths
Weaknesses
ExternalEnvironmentOpportunities
Threats
LEISURE DEVELOPMENT COURSE 2012
Have a clear sense of mission
Strengthen your services
Be different
Strengthen the board
Remain tuned in to community perceptions
Be willing to change
Develop an active volunteer pool
BEING WORTHY OF SUPPORT…..
LEISURE DEVELOPMENT COURSE 2012
1/ summarize old and new gift potential
3/ perform feasibility study4/ prepare comparative statistics 5/ use an analysis of each prospect and request amount
2/ create a goal based on board of directors donations
Setting Fundraising Goals
LEISURE DEVELOPMENT COURSE 2012
Levels of Donor Involvement
Volunteers General DonorsStaffMembersPatronsClients
General Public Possible donors withcompatible interests
Board Members Agency ManagementMajor Donors
Former Donors Past ClientsFamily Members
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
PRIMARY MARKET
Who: those closest with most theresources
Timing: solicit earlyApproach: highly personalized
SECONDARY MARKET
Who: Somewhat less affluent supportersTiming: after primary
Approach: offer frequent opportunities toparticipate and donate
TERTIARY MARKET
Who: those not yet associated but withshared values
Timing: nurture relationships with theaffluent people early
Approach: solicit when ready
Institutional Grantors Federal/Provincial/Municipal, Businesses, Foundations, Service Clubs,
Unions, Employee Funds, Professional Groups, Other Nonprofits
Special Events & Product Sales Giving donors something for their money
Direct Marketing Direct mail, Telephone Campaigns, Paid Advertising, PSAs, Telethons,
Door-to-door, Electronically
Major Individual Donors Planned Giving, One-on-one with individuals, small groups
The Four Basic Types of Fundraising
LEISURE DEVELOPMENT COURSE 2012
Direct mail acquisition .90 - $1.25 / $ raised Direct mail renewal .25 - .38 / $ raised Telephone acquisition .90 - $1.20 / $ raised
Telephone renew & upgrade .27 - .40 / $ raised Special Events 45 – 55% of gross Grants: Corporate & Foundation .03 - .20 / $ raised Planned Giving .05 - .25 / $ raised Major gift personal solicitation .02 - .15 / $ raised Capital campaigns .03 - .10 / $ raised
Cost-effectiveness of Fundraising Strategies
LEISURE DEVELOPMENT COURSE 2012
Mail Solicitation – a distanced option allowing you to:
Acquire new donors
Inform existing donors and stakeholders (your community)
Tell a story about someone who has benefited from your agency’s work
Renew existing donors
Upgrade donors to a higher level of giving
Education tool for your stakeholders
Bring in contributions for your fund
•donors know what they are getting
•they continue to be in alignment with your mission
•they already have a relationship with your agency
Donor renewal is the contacting of existing donors. This is most
important in the mail solicitation process for
the following:
LEISURE DEVELOPMENT COURSE 2012
It has been a while since we last made contact…
Did you realize your last contribution assisted in allowing 15 disadvantaged children to participate in our recreation and park department programs?
LEISURE DEVELOPMENT COURSE 2012
Phone tips
know the purpose of your call in advance
prepare a list of questions which need answers
when you don’t have an obvious
contact point take advantage of the
corporate hierarchy
ask for permission to speak
set up a telephone appointment
use the smile & dial methodology
listen to what is going on in the
background
practice the Q/A/F/Q technique
most important – be persistent in your quest
SIMPLE TELEPHONE TIPS
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
Grant Writing Tips for the Non-grant Writer
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
The single biggest benefit of a special event is not raising money but in raising awareness. Hopefully through your event people in your community become aware of what it is you do!! The potential of funds at the end is a bonus!!
How big does it need to be? Only as big as the support (budget & community) will allow…
THE EVENT:
Ensure the event is a fit with your organization’s mission
Think about who you want to attend – and why?
Know what you wish to accomplish from the event
Stay within your means – create a realistic budget…
Consider how the local media can cover the event
Know what else is going on in your community at the time of your eventWhat time of year best fits with your agency & you are likely to get more helpKeep the event fun & you will be successful
Special Events
LEISURE DEVELOPMENT COURSE 2012
EVERYONE WANTS TO BE A DOG… Sunday June 10th 1PM @ Mutrie Park 220 McKay Rd
bring your favorite pet or we can supply one for you to our S.P.C.A. PET WALK
For more information call 250-888-FIDO (3436) or online at spcavernon.com
A fundraiser for your local SPCA Vernon Branch LEISURE DEVELOPMENT COURSE 2012
Corporate Sponsorship Policy
PurposeThe purpose of the Corporate Sponsorship Policy is to provide an opportunity for businesses to make financial contributions towards programs, events, services or facilities in return for public recognition.
ScopeIf the value of the public recognition element is over $35,000, or offers significant corporate profile, a competitive process will be undertaken.
DefinitionCorporate Sponsorship: A mutually beneficial business arrangement between the municipality and an external company wherein the external party contributes funds to a municipal program, event, service or facility in return for recognition, acknowledgement or other promotional consideration.
LEISURE DEVELOPMENT COURSE 2012
Compact disc information
Web site contact information
Email communiqués
Gifts catalogues
Gifts brochures
Renting staff to events
Other Fundraising Ideas:
LEISURE DEVELOPMENT COURSE 2012
Don’t Fear Fundraising Know Yourself What’s Your Definition of Success? Know Your Audience Question Conventional Wisdom What’s Driving the Prospect’s Decision? Framing the Message Emotion Trumps Data Building a Community Walk the Talk
Chris’ 10 Best Practices for Fundraising
LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
Top Ten New Trends in Online Fundraising
1. MULTI/CROSS-CHANNEL COORDINATIONOrganizations are coordinating online/offline efforts to maximize ROI, as multi-channel donors are more valuable and more loyal.
2. MONTHLY/SUSTAINER GIVINGBeyond having the capability of managing online monthly donations, organizations are putting resources into developing full strategies for attracting and retaining sustainer donors.
3. DONOR CHOICE, DONOR INPUTDonors want more say about where their donation go as demonstrated by organizations like Kiva and Donors Choose. They are also looking for non-biased info from peers on organizations.
4. GROUPS AND NETWORKSNew offers of badges and widgets make it easy for donors to raise money for their favorite causes on their websites, social networking pages and blogs.
5. SEARCH AND MAPSOnline users expect everything to work as easy as Google so organizations should be sure their web site is easy to navigate. Maps (particularly those that visitors can add to or update) can effectively demonstrate great messages —from locations of food banks to supporters of an organization.
LEISURE DEVELOPMENT COURSE 2012
6. WEB 2.0 (SOCIAL NETWORKS, BLOGS, ETC.)Of course it's all the buzz — and many organizations are jumping right in to tap into these networks to raise funds.
7. VIDEOVideo can tell a story like no other medium, and organizations are creating videos and encouraging supporters to make their own to tell their stories.
8. MAJOR DONORSYes, major donors DO go online. They will research organizations and their first impressions may come from an organization's website. Many want to make their donations online — some even make big gifts to earn credit card miles!
9. "BEYOND THE BUTTON"The question now is not whether to take donations online (of course the answer is yes!) but how to do that strategically. Organizations are investing more resources into strategy to maximize ROI.
10. EVERYTHING OLD IS NEW AGAINAt the end of the day, fundraising — online or otherwise — is about building trust and serving the donor. Your online strategies should focus on cultivating relationships, one donor at a time.
GRANT SOURCES: Government Foundations Corporations
FOUNDATIONS: Community Family Corporate General Purpose Operating Philanthropic Private Public Charity Special-Purpose
PLANNED GIVING: contributions made with some professional guidance and usually involves tax concessions to the donor. In 2010 bequests in the U.S. were nearly $25 billion and significantly greater than all corporate contributions in total.
CAPITAL: usually a one time shot to bring in special funds for a specified project/program.
ENDOWMENTS: developed for ongoing support of specified projects and/ or programs.
LEISURE DEVELOPMENT COURSE 2012
Have you ever thought about planned giving to our parks system??
It’s tax deductable!
Contact our parks office 818-888-TREE (8733) for details
LEISURE DEVELOPMENT COURSE 2012
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LEISURE DEVELOPMENT COURSE 2012
LEISURE DEVELOPMENT COURSE 2012
Your Fundraising 101 Assignment
Option One:Develop your case statement for a fundraising project of your department or a community organization to which you may be associated.
Option Two:Produce a gifts catalogue for your department related to a special project or ongoing functions of the agency.
Your assignment is to be no more than six pages in length, not including title page, letter of introduction, table of contents and appendices. Good luck…