Identifying and Understanding Your Constituencies

Timothy L. Seiler, Ph.D., CFREDirector, The Fund Raising School

IndianapolisApril 22, 2014

2014 The Salvation Army Community Resource

and Development Conference Sessions

Marketing PrincipleExchange of Values

The Salvation Donors

Donors Give Asks For

From

In Exchange, Donors Receive

Army

Constituency Model

Constituency Model

Wheel of Roles & Responsibilities

SELF

Religion

Profession

or job

Family

Education

Civic/politicalorganizations

Socialgroups

Recreationalinterests

Health

Ladder of Effectiveness• Personal: face to face

Team of twoOne person

• Personal telephone– With letter follow-up– Without letter follow-

up

• Personal letter (on personal stationery)– With telephone follow-up– Without telephone follow-up

• Personalized letter/Internet• Telephone solicitation/phonathon• Impersonal letter/direct mail/Internet• Impersonal telephone/telemarketing• Fundraising benefit/special event• Door-to-door• Media/advertising/Internet/Social Media

Ladder of Effectiveness

Qualities of a Prospect

• Aware• Interested• Involved• Concerned• Committed

• Capable• Accessible• Experienced• Seeking fulfillment

What the Prospect Looks For

• Evidence of good management• Evidence of reasonable planning• Evidence of prior support• Persuasive presentation by credible

volunteers• Absence of pressure• Invitation to share/join