Report on Stewardship: Finding New Dollars
George Stanois
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The Vigilant FundraiserEdited by
George Stanois
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INTRODUCTION
Stewardship is undeniably an
essential part of any development
effort, whether for annual fund,
capital, or planned giving support.
Good stewardship means sending
out an appropriate thank-you letter
immediately after receiving a gift.
“Thankfulness is the beginning of
gratitude. Gratitude is the
completion of thankfulness.
Thankfulness may consist merely of
words. Gratitude is shown in acts.”
— Henri Frederic Amiel, 19th century
philosopher and poet.
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INTRODUCTION
As Henri Frederic Amiel pointed out,
gratitude is about much more than
simply sending a thank-you letter.
Organization need to demonstrate
that they truly appreciate the
support of donors
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DEVELOP YOUR FUNDRAISING CASE FOR SUPPORT
STEP1
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CASE FOR SUPPORT
What sets your organization apart
from all the others?
What are the specific needs that
you meet?
What impact are you making and
are you successful?
What are your priorities at this
time?
How will the funds raised be used?
How will the funds specifically
benefit those you serve?
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DEVELOP A FUNDRAISING PLAN/STRATEGY
STEP 2
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FUNDRAISING PLAN
Key principle to a successful and
sustainable practice?
Having a fully integrated
fundraising program where annual,
special events, major gifts and
planned giving programs effectively
work together to provide the best
possible donor experience.
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SPECIAL EVENTS
STEP 3
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SPECIAL EVENTS
Is hosting an event imperative to
raising funds or would it be a novelty?
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STEWARDSHIP
STEP 4
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STEWARDSHIP
In our 2010 survey, Dodging Tough
Times: How Stewardship Programs
Can Make all the Difference, 70% of
respondents indicated they have
different programs in place to thank
donors.
Donors are most frequently thanked
through mass distribution
approaches such as thank you
letters, reports and newsletters.
Major donors are thanked through
more personalized techniques such
a one-on-one meetings, special
events, and telephone calls from
the Board.
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CREATION OF A FUNDRAISING COMMITTEE
STEP 5
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FUNDRAISING COMMITTEE
With the right training, these
volunteers will:
Lead your campaigns
Support staff initiatives
Rally even more volunteer support to
your cause
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VOLUNTEER TRAINING
STEP 6
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VOLUNTEER TRAINING
1. Volunteers are waiting for your
direction and training.
2. Training provides a positive
environment for both staff and
volunteers where the sharing of
best practices is both encouraged
and valued.
3. The better the training, the more
money will be raised.
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IDENTIFY YOUR STAKEHOLDERS
STEP 7
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IDENTIFY STAKEHOLDERS
Are you able to easily produce an
accurate list of your key stakeholders,
your most loyal donors and your best
prospects?
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PLANNED GIVING
STEP 8
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PLANNED GIVING
Whether you choose to refer to it as
planned giving, a bequest program, or
a legacy program, it is simply the
name applied to a program to inspire
donors to establish tax-wise gifts of
support through their financial and
estate plans.
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COMMUNICATIONS PLAN
STEP 9
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COMMUNICATION PLAN
In our 2009 survey, The Current State
on Non-Profit Charitable
Organizations in Western Canada, we
found that those organizations that
reported a coordinated and active
communications plan in place during
the last recession reported little or no
impact in their fundraising programs.
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NEWSLETTER
STEP 10
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NEWSLETTER They work.
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PROMOTIONAL MATERIAL
STEP 11
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PROMOTIONAL MATERIAL
Brochures / pamphlets
(as leave-behinds)
Annual Report (think stewardship)
Website
What else?
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BE VIGILANT!
STEP 12
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BE VIGILANT!
Capitalize on public awareness opportunities.
Speakers bureau
Publicity of donors
Annual thank you event
What else?
THANK YOU!