1 fundraising & development nonprofits building success stories 2010-11 fundamental five+...
TRANSCRIPT
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Fundraising & Development
Nonprofits Building Success Stories
2010-11 Fundamental Five+ Non-Profit Capacity Training Series
presents
Lorraine Tamaribuchi, Yuki Lei Sugimura, Katie McMillan, and Sara Tekula
03/08/11Maui
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Today’s Objectives
Comprehensive Fund Development Strategy
Cultivating your Ohana and offering a wise investment to your donors
Broadcasting your Story
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Agenda
8:30 am Welcome & Introductions
8:45 am Fund Development Strategy
9:45 am BREAK & Network
10:00 am Cultivating Return on Investment
10:40pm Broadcasting your Story (Branding)
11:15 pm BREAK & Network
11:30 pm Broadcasting your Story (Online)
12:15 pm Wrap-Up, Post-Test, Evaluations
12:30 pm Session Ends
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Mahalo to our Sponsors!
Office of Hawaiian Affairs - Community Building Economic Development Grant
Grants Central Station - program founder
Tri-Isle Resource Conservation & Development - Fiscal Sponsor
PlayBook Consulting Group - Fundamental Five+ Series Producer / Coordinator
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UpcomingWorkshops!
April 6 Grant Strategy & Writing
April 27 & 28 AFP
Increase Your Skills & Knowledge in this upcoming Fundamental Five+ workshop
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Who’s in our Hui?
How many Executive Directors?
How many Fund Development Directors?
How many are Board Members?
How many others?
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Foundations for Fund Development Strategy
Lorraine Tamaribuchi
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SWOT ANALYSIS
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What’s a SWOT? SWOT = Strengths, Weaknesses, Opportunities, &
Threats
It’s a PLANNING tool - helps you plan any GOAL
It’s a first step in deciding if a goal is achievable, given all the SWOT parts
If it isn’t, can you change any part of the plan or the challenges?
If it is, now you know the things you have to plan around to succeed
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SWOT ANALYSIS
S WStrengths
O TThreats
Weaknesses
Opportunities
Helpfulin achieving the objective
Harmfulto achieving the objective
Inte
rnal
Ori
gin
(att
ribut
es o
f th
e or
gani
zatio
n)
Exte
rnal
Ori
gin
(att
ribut
es o
f th
e en
viro
nm
ent)
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SWOT’s to Consider
Team Expertise
Money
Facilities
Strategic Partnerships
Relationships with Other Organizations
Relationships with Gov’t Agencies
Reaching the Needful Clients in the Community
Benchmarking Relationships with Best-in-Class Industry Leaders
Training
Adequate Staffing
Infrastructure (like I.T., phones, transportation)
Co-op’ing Cross-Agency Resources
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Wrap-Up
Fund Development Strategy - overview
The Pyramid of Giving
Rosso's Concentric Circles
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Development Strategy Resources Hawaii Community Foundation Website for2011 HCF Foundation Proposal Submission
Deadlines and List of Other charitable Funding Resources in Hawaii
Lilikoi – a monthly gathering of Maui County Fund Development Staff
AFP Fundamentals in Fundraising Course on Maui, April 27 – 28, 2011 Special scholarships available for members of today’s course.
Application deadline: March 14, 2011
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BREAK10 minutes
Next up: Cultivating ROI
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Agenda
8:30 am Welcome & Introductions
8:45 am Fund Development Strategy
9:45 am BREAK & Network
10:00 am Cultivating Return on Investment
10:40pm Broadcasting your Story (Branding)
11:15 pm BREAK & Network
11:30 pm Broadcasting your Story (Online)12:15 pm Wrap-Up, Post-Test, Evaluations
12:30 pm Session Ends
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Cultivating Return on Investment
Yuki Lei Sugimura
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You are a business.
Do not be fooled by the word “nonprofit”
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Live Your Passion!
Be passionate about your cause
Be passionate about attracting others to your cause
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Return on Investment Building return on investment (or ROI) – why
this is important
How ROI works at a nonprofit: Return on investment for staff For board members For donors For volunteers
ROI for Hawaii: making a tangible “local” difference.
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Why is ROI so important? Funding sources looks like it is diminishing?
Government, foundations, stock markets, businesses are cutting grants and individuals are cutting back and the need for services is rising!
$300,000,000 (yes billion) were given to non profits in the US (above Government funding), 2007
Over 1.5 million non profits in the US, 2010. OPPORTUNITY IS AVAILABLE… VALUE IS IMPORTANT
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ROI: Measures for Nonprofits
MEASURE FOR EFFECTIVENESS OF CARRYING OUT YOUR MISSION:
NUMBER OF ?HOW MANY ?HOW MUCH ?
MEASURES ARE MORE THAN DOLLARS!HOW WELL DO YOU SERVE?
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Building ROI
Build and develop your OHANA
Volunteers Staff Executive Director Development Director Client Board
Everyone is a connector to your organization.
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The Role of the Board
Board members must possess the ability to provide:
3 W’s=Work, Wisdom, Wealth (help fundraise through networking)
Dedication to the organization, invaluable!
Financially. Ask them, do not assume they know.
Volunteer to help, attend functions, strategic planning, including fundraising
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How do you create ROI
Meet your donor, become their friend
Build Relationships, mail, phone calls, visits
Recognize them appropriately.
Establish Long Term relationships, don’t connect with them only when you want money,
Make them feel special, invite them to events to bring them closer to our organization
Connect!
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Keep Connected to your Donor
Newsletters
Media stories about heartwarming outcomes made possible by donor contributions
Facebook posting
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Cause Marketing/Events
DEFINITION: Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit.
How does the nonprofit business benefit?
How does the “for profit” business benefit?
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Meadow Gold Milk Carton Regatta
Donors/Sponsors: Businesses that want to be aligned to education and families. (Government, media, hotel, restaurant.)
What do you you offer your donors to align with?
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Development is a 2-way Stret
REMEMBER:Just as much you search out donors, they may
look at you too to be sure they do a wise investment (their ROI)
Donor perspective = Looking for a wise investment Age of organization or record of success Mature or experienced fund development
program Connecting people to a cause that matters to
them! Organization with integrity
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Festivals of Aloha
County Wide HTA Major Festival GovernmentFoundations BusinessesCommunityIn-Kind
Donor Support: Community
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Donor Support: Foundation
12th Annual Chinese New YearGrants, Foundation, Business and in-kind
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Wailuku First Friday
HTA
Businesses
Vendor Fees
In-Kind
Donor Support: Business, Community Good
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Breakout Session
Share your success stories with donor recognition.
What worked for you?
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Quick Wrap-Up Nonprofits are businesses
Nonprofits have to consider ROI for themselves and entire ohana.
It is important to understand what makes your organization a uniquely good investment for a donor or sponsor.
It is important to keep connected with donors.
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Yuki's Resources
See handouts.
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BROADCASTING YOUR STORY (Branding)
Katie McMillan
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Developing a Meaningful Brand
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Why your brand matters.
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What is your brand?
What is your brand?
Understanding your brand is vital to the success of any marketing or development campaign
It is the foundation for all of your communications efforts
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A brand is...
The sum total of all user experiences with a particular product or service, building both reputation and future expectations of benefit
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Branding
A brand is much more than an icon, it's a reputation.
In the world of social media, a brand goes much beyond one-way communication (this icon tells the consumer, what the brand is)
A brand is a two-way relationship with the consumer (based on reputation, consumers expect something of the brand)
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What does your communication really say about your organization?
Branding is essential for non-profit organizations.
How will people identify you?
How does your communication reflect your core mission and the personality of your organization?
How does your organization live in the mind of your donors?
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The Importance of Branding
Companies and organizations invest in building and marketing their brands for a number of reasons, including:
Increasing recognition Establishing trust Building brand loyalty
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Elements of the Brand
Brands are complex entities that are made up of both tangible and intangible ingredients
All of these ingredients play an important role in speaking to the consumer, communicating a message and building an audience: Promise Personality Unique qualities Representative icons and elements
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The Brand Promise
The benefit the brand will deliver to consumers
Fulfilling that promise is one of the most important actions a company can take
Initially, the consumer can only go by what the brand promises and assume that that promise will be fulfilled
If the promise is fulfilled, the brand is strengthened
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The Brand Personality
Personalities in the brands we buy have an impact similar to the personalities of people that we meet
Brand personalities are often immediately judged by how they present themselves to the public through visual elements (discussed later) and marketing efforts
Personalities are vital to forging an emotional bond between brands and consumers
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The Unique Selling Proposition Brands need to offer something unique - something that
can differentiate them from their competitors - or brand loyalty will be impossible to achieve
Providing a distinguishing factor gives consumers a reason to gravitate toward them
More than one competing brand may claim the same unique factor (such as taste)
If a brand cannot find a way to distinguish itself from competitors, than that brand must determine whether there is really room for it in the market
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Image
Consumers need a visual way to identify, distinguish and recall these messages
Image elements give consumers an easier means of mentally categorizing each brand Logos Taglines Colors Fonts
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Connection
When a person thinks about a nonprofit's brand, they make the connection to the organization's cause, which becomes the main identifier.
They think, ‘Do I support the cause or have a gut feeling about it? Do I have a heart for the mission or care about it?'
Bottom line, if a person doesn't care about the cause, they will not give to it.
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Why do donors give?
Donors give to make good things happen, not to support an organization.
Smart nonprofit brand communication guidelines are packed with “You” statements, and thin on “We” statements.
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Are you clear about your brand?
If you are unclear about your brand, you need to conduct a “guerilla-style” brand audit. (see your hand out)
Branding is something you want to focus on now. Not just before a major campaign.
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Branding Breakout Session
Write down answers to two questions.
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Resources
Guerrilla Branding Audit (handout)
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott
www.philanthropyjournal.com
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BREAK10 minutes
Next up: Broadcasting Your Story (Online)
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Agenda
8:30 am Welcome & Introductions
8:45 am Fund Development Strategy
9:45 am BREAK & Network
10:00 am Cultivating Return on Investment
10:40pm Broadcasting your Story (Branding)
11:15 pm BREAK & Network
11:30 pm Broadcasting your Story (Online)12:15 pm Wrap-Up, Post-Test, Evaluations
12:30 pm Session Ends
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Online Broadcasting & Fundraising for Non-profits
Sara Tekula
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What Causes Giving Behavior?In fundraising, you are trying to encourage the behavior
of giving.
A target behavior should be:
Specific (in one sentence: who is doing what)
Simple (something that's easy to figure out or do)
Measurable (you must be able to tell whether it happened)
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Psychologists know what creates behavior.
1. The triggers (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection
You'll need to remember these three things – very useful things to check in on when fund raising. (#1)
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Fundraising Transparency Study
Having some money in the box significantly increased giving.
When the box was empty, giving was at its lowest.
When people saw small donations as the norm, more people gave; when people saw big donations as the norm, fewer people gave, but they gave more.
How does this data apply to your fund development plan?
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Bottom Line of Transparency?
We sure are social creatures! Contrary to popular belief, donors want to be a part of successful orgs that attract donations.
ACTION ITEM: When you fundraise, make it clear other people are supporting you. COMMUNICATE strategically and OFTEN.
Simple way to emulate the “Transparent Box”? Progress “thermometer” on your website next to a
donate button, and coordinate the giving process There are free pieces of code that do this for you. When to display thermometer? When not to?
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Communication Plan
Once a year: Annual Report Quarterly: Print Newsletter Monthly: e-Newsletters Weekly: Blog Posts (include images, videos) Daily: Facebook status update/shared item Several times daily: Twitter: 140 characters or
less
We will focus on online options.
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The Online Giving Study Study from Network for Good and TrueSense Marketing
(www.onlinegivingstudy.org) Examines the online giving experience on:
donation portals nonprofits’ websites social networks
The study covers: Seven-year time span (2003-2009) $381 million in online giving, 3.6 million gifts 1.879 million unique donors, 66,470 different nonprofits
The Findings: These online tools are directly tied to donors’ likelihood of
giving more—and more often.
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Online Donation Portal
A centralized Web site that allows visitors to view information or donate to a wide variety of organizations
Examples: networkforgood.com changingthepresent.org gofundme.com (for individuals)
Very low cost to use. (typically charging about 3 percent of each donation with no other fees.)
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Opening Up
Telling your story on the web starts on your website and grows by allowing and
encouraging others to speak about you.
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Your website has the power to:
SHOWCASE your best qualities INCREASE number of donors and dollars donated EDUCATE audience about breadth of organization's
work (they may only know part of what you do) COMMUNICATE the power of your programs PROMOTE to increase participation/donations INTEGRATE work of organization into web content PROVIDE resources to educators and other people
who work with your end-users UTLIZE website as a tool for your mission and
recruitment
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Website MUSTS for Nonprofits First, don't get nervous if you're not web-savvy – you won't have
to do all of this yourself!
Second, know that a lot of us can do these things for you for relatively low cost, and there is plenty of funding available - organizational capacity grants to build this into your strategy.
Third, it's easy to train a staff/board member to take on some of the functions we're about to discuss. In fact, there is very affordable training in these areas.
TIP: try to recruit someone onto your board who is web/social media savvy.
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Website MUSTS for Nonprofits1. DONATIONS: Online Giving requires an EASY TO FIND donate
button (#1 missed opportunity)
2. CONTENT: Refer to org's goals and strategy to determine homepage and menu content – website should align with you
1. A balance of “information” and “call to action”
2. Prominently feature the end-users of your services
3. MUST HAVE dynamic content
4. It's not only promotional, it should be educational, helpful and tell your organization's story.
3. CULTIVATE COMMUNITY: Bring energy of your community and events to your website
1. Capture emails for e-newsletter
2. Tie-in social networks
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How to Encourage Online Giving?
1. Start with the triggers (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection
Here's that slide again! #2
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About Your Donate Page
DONATE BUTTON. If you don't have one, get one...right away, and make donate button clear to click
Minimize Text, More images, make it easy to read and understand. Say “tax deductible” (only if you are 501c3) Pre-select specific donation amounts
Transparency: Show how donations are being spent (Give examples)
Plan user navigation. After donation, direct them to “Thank You” page w/social media buttons
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Options for Donate Button
Donations on your webpage: Paypal.com Google Checkout
Donation “widget” leading to donation portals: networkforgood.org
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Dynamic Online Experience
Have shareable content and share utility Utilize the power of influence marketing
Offer a quality content Recognize people who give, and thank them
profusely online (when appropriate) Allow others to have the conversation about you
publicly (opportunity to recruit new stakeholders to your social spaces.)
Transparency means: broadcast as much about the campaign, on the campaign site and social media, as it happens
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Social Media
Join the conversation happening on online.
It is a way to share, to listen and to connect.
It is a place where behavior can be observed, changed and motivated toward action.
(Example: Tunisia, Egypt revolutions)
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Social Media is a Necessary Tool
Nonprofits must harness the opportunity social media presents: social media has the power to “level the playing field”.
Social Media offers you valuable tools, free of charge encourages others to spread the word
about you, makes it easy, builds trust and brand awareness.
allows you to get to know your audience, donors, and full “Circle” better in a casual manner.
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Why Social Media is Attractive:
People trust “a person like me” more than authority figures from business, government and media
People seek an online dialogue, not one-way advertising
Important values: Trust, transparency, openness, honesty
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People Listen:
AWESOME Example:
11/12/08: Mom posts on her blog that her daughter needs a kidney. Blog post gets 196 comments, a flurry of Tweets.
11/26/08: Announcement of living donor found, post gets 146 comments.
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Social Media: Rules of Thumb
Be (the public version of) yourself. Be geniune. It's like you're at a cocktail party.
Be polite. Social Media is a two way communication medium. If you aren’t acknowledging the input of others, you are doing it wrong. Must listen/read/reply.
Be generous. It's all about being a helpful human. Social Media is based on a gift economy–you have to give before you receive.
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Goal of Social Media for NGOs
You want people to: DO Something. You are calling them to
some kind of action. THINK Something. You are sharing
something helpful or educating them. FEEL Something. You are building rapport
by giving them content that makes them laugh, cry, smile, feel included, or whatever. Never discount the value of rapport.
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AGAIN: How do we do this?
1. Strong trigger (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection
Here's this slide again! (#3)
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3 Elements of a Target BehaviorIn fundraising, you are trying to encourage the behavior
of giving. A target behavior should be:
Specific (in one sentence: who is doing what)
Simple (think small, not big, make it easy)
Measurable (you must be able to tell whether it happened)
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Action Taken by 80% of users as a Result of Social Media
54% Talked to friend/family member 41% made financial contribution to
organization 34% made financial contribution to a cause
the org supports 31% volunteered for the organization 30% attended an event sponsored by org 25% Contacted elected representative
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Social Media Tools These are all FREE:
Add a blog to your website (WordPress, Blogger, TypePad, Tumblr)
Facebook “Page” for your organization, designate at least one admin
Twitter account for your organization, connect with like-minded people
Flickr account for photos Nonprofit YouTube account for video
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What is a Blog?
A blog is an informal journal that shares true stories, teaches, and invites the reader to engage/comment/share.
It's important that blog titles and content contain words that would bring your specific audience to you. (i.e. “search words”)
Adds an all-important “dynamic” element to your website, which would otherwise be pretty stale.
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Facebook “Page” Facebook: social networking platform that
have revolutionized how people and organizations connect.
Allows company/organization/individual to easily cultivate, curate and manage a fan base and keeps them at your fingertips
Allows you to post events, manage RSVPs and easily pass around links and other dynamic info
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Twitter “Feed”
A social networking platform that allows people and organizations to spread info faster and more efficiently than ever before. (Earthquake story)
140 characters or lessSend links to longer content, videos,
imagesContent/links easily passed on to
others' networks with one click.
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YouTube
Youtube.com/nonprofits
YouTube is the world's most popular way of sharing video content
Why video on your website? It is a dynamic thing that engages and brings a human element into the digital realm.
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Flickr
A very useful way to organize and share your photos online.
A rich source of “Creative Commons” license images
Creates embeddable slideshows
Why images on your website? We are visual creatures!
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Connect all of the Tools
New Photo Gallery/New Video on YouTube.... Embed it into...
New Blog post on Site using keywords, catchy titles, and a few paragraphs Synched to post on ---> Facebook, Twitter
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Maui SMUG
Maui Social Media Users Group mauismug.com
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Crowd Funding
It's a form of crowd-sourcing, applied to finance and fundraising
Set a goal, many people help you get there KickStarter ($1 million per week) Facebook Causes Indie Go Go Profounder
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Why Crowdfunding?
Raising money through your awesome community of supporters aligns you with your core support system.
You don't need to have the first clue how to raise money from big-time investors
Capitalize on strengths: if know hundreds of people who believe in you, who who want to connect to the work you do, even in a small way, get a small contribution from them.
Use tools like Facebook and Twitter to energize people, and that will be the key to your crowdfunding success.
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Broadcasting Breakout Session
Using all of the new data from this section, take a small scrap of paper and write down an effective online “Call to Action” in 3 sentences or less.
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Wrap Up Review: Broadcasting
To create giving behavior, make a clear “call to action”, make the action easy to do, and include a motivating factor. Show everyone that others are giving too.
With today's communication, 3rd parties communicating about us actually cultivates TRUST.
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Sara's Resources
www.OnlineGivingStudy.org www.NetworkforGood.com www.PayPal.com www.YouTube.com www.Flickr.com www.Twitter.com www.Facebook.com www.Kickstarter.com www.Changingthepresent.org
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Test Your Knowledge
Our funder (and we!) want to know how effective this workshop was for you.
This 5-minute Post-Workshop Quiz helps us gauge your progress and our success.
Mahalo.
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Help Us Serve You Better!
Please take 5 more minutes to complete the Workshop Evaluation so that we can
improve this and future offerings
Mahalo.
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Thank You!
Lorraine Tamaribuchi, Hawaii Community Foundationwww.hawaiicommunityfoundation.orgltamaribuchi@hcf-hawaii.org
Yuki Lei Sugimura, Connec, LLCwww.connecmaui.com
Katie McMillan, Katie McMillan Public [email protected]
Sara Tekula, Noni Films & Media and The Plant a Wish Projectwww.nonifilms.comwww.plantawish.org
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Mahalo
For More Information or to Register for an Upcoming Workshop
Leslie Mullens (808) [email protected]
Fundamental Five+Nonprofit Capacity Training
Series