building and implementing a healthy fundraising program

Building and Implementing a Healthy

Fundraising ProgramMarc A. Pitman,

www.FundraisingCoach.com

Who am I? Chosen for Seth Godin’s

BullMarket Guide as a person “will shake things up”

Creator of the Extreme Fundraising Ezine (http://fundraisingcoach.com)

Author of Ask Without Fear! and Creating Donor Evangelists

Today’s Goals 3’s—types of

communication, fundraising, times of a campaign

Where most money comes from

Simple approach to fundraising: Get R.E.A.L.

Ideas on using social media

Today’s Goals 3’s—types of

communication, fundraising, times of a campaign

Where most money comes from

Simple approach to fundraising: Get R.E.A.L.

Ideas on using social media

The repetition in today’s presentation is intentional!

Two things to get started

1. It’ll be O.K.

Two things to get started

1. It’ll be O.K.

2. You can do it.

Constant Tension90% - 10%

But must have a BROAD range of givers so losing one is no great loss

3 Source of Funds: Giving USA 2006

3 Types of Communication

1. Cultivation

2. Solicitation

3. Stewardship

Cultivation

the 2 local business owners

educating

dating

Solicitation#1 reason people don’t give?

–They're not asked!Upgrade

–one client started asking $1000 donors if they’d move up to the $2500 category. Many did!

–Don’t feel compelled to justify the ask for more in a transactional sense. FR isn’t a business transaction.

StewardshipSay “thank you” 7 times between asks

(so go for multi-year pledges!)

3 Types of Fundraising Goals

1. Annual

2. Capital

3. Endowment

AF/OperatingThe most importantoften involves direct mail, phonathons,

and other annual “-athons” (walkathons, bikeathons, etc.)

keep this as unrestricted as possible

Endowment

The keel of the ship, it helps you weather tough times

Funds invested with only a portion of the interest thrown off used as income

Be careful to not over restrict! (Churches with Easter flowers but no money for plumbing)

3 Ways to Raise Money

Written mail web e-mail

– don’t ask for money in email without having a way to donate online

Phone– because often needs a script– be sure it’s more of a convenience for them not

for you (the nonprofit)

Events gets lots of people on board TIME INTENSIVE for possibly little return Risk offending donors I've heard that April and November are the

best months for events give them 3 years before deciding to

discontinue Determine your focus Clear plan & script EVERYTHING

Give them 3 years beforeevents do have valuebut you need to create a culture and

fine tune them before giving up on them

Determine your focusUse “The Curly Credo”What's the “one thing” of your event?

CultivationHandshake Events

–Not for $ right now– friends invite friends/org invites people

they want to get to know–Head (facts) and Heart (emotional hook)

or moving further into the house?

SolicitationLow Key FR Events

–Much like above but with• either the promise of follow up• or a pledge card at the event (I’m not a big

fan of this)–Be clear in the invitation wording, subtle

but clear

StewardshipSay thank youand DON’T ASK FOR MONEY

Clear plan & script EVERYTHING All should be tightly timed

– Often want to allow ample socializing time: friends brought friends

– but may want to go for the in-and-out, your-time-is-important approach

– Which ever you choose be intentional– Include times (even “2 minutes”)

Talking points for everyone– not to lock them in– just to give them direction– kids on the playground with a fence– It's helpful to put the event objective at the top of this

• people tend to forget in the rush of activity

3 Things to Measure

Fundraising…a privilege

Let's Get R.E.A.L.!

1. Research

2. Engage

3. Ask

4. Love/Like/Live

ResearchAbout your goals:

Case statement

Gift table

Naming Opps

Case Statementsearch

www.GiftRangeCalculator.com

Naming Opportunities

Naming Opportunities

ResearchAbout your prospect

Tools– Google it– Blackbaud

Analytics, Wealth Point, P!N Network

ResearchAbout your prospect

Tools– Google it– Blackbaud

Analytics, Wealth Point, P!N Network

Be realistic

ResearchAbout your prospect

Tools– Google it– Blackbaud

Analytics, Wealth Point, P!N Network

Be realistic

Avoid Paralysis By Analysis

EngageFundraising is like dating

Get to know them– What got them involved in

the nonprofit? What impressed them most?

– What fascinates them– Office/pictures/trophies

Let them get to know about what makes your organization unique

Multiple ToolsFace-to-face

– ALWAYS the best– This is what brings in the

money

F2Fmost effectivemost time consumingOr maybe not: you could organize a

silent auction to give you $10,000 (LOTS of work) or ask an individual over coffee.

Multiple ToolsPhone

– be natural

Phone calls one client wanted to make phone calls to

– Survey about a new mailing strategy– Ask for a gift– Ask if there were anything that the person being

called would like prayer for

I help my clients prune their purpose. I advised deciding on ONE purpose for the call– multiple choices confuse the caller and the called– it's fine if they all happen in the same call—just be

sure to have one reason for calling

Multiple Tools

E-mail– can work VERY effectively– see my e-course

Multiple Tools

E-mail– can work VERY effectively– see my e-course

Multiple Tools (cont)

Mail– “This made me think of you”

notes

Multiple Tools (cont)

Web–Where's the banana?

Try Others

3 minutes – 1000’s of people

Ask#1 Reason people

don't give?

Ask

Find a connection and put the plug into the outlet!

Make It Easy

Different Strokes for Different Folks:Dominant

Inspiring

Steady

Calculating

Therefore, speak to the head & the heart

Make It Easy Phraseology

– Make Your Own Gift First!– "I can appreciate that"

Props– Renderings– Gift Charts

Options: Arrows in your quiver– monthly giving options– Maybe: good, better, best

Tangibilitize your askHeifer.org gives all sorts of gift

ranges represented by different animals:

a $500 gift is symbolized as a gift of a heifer,

$120 a gift of a pig, $60 a trio of rabbits, $20 a gift of chickens. A $5000 gift is “a gift of an ark”!

The prices in this catalog represent the complete livestock gift of a quality animal, technical assistance and training. Each purchase is symbolic and represents a contribution to the entire mission of Heifer International. Donations will be used where needed most to help struggling people.

Handling Objections What are common ones?

Don't have the money– when might you?– when may I come back?

Giving elsewhere– best objection– "how could we get in your

top 10 giving priorities?“

Not interested– Are they comatose? *grin*

Love/Like/LiveLove/Like the person

anyway—they're more important than the gift–This business is ALL

about relationshipsLive with their response!

–You don't always have to like the response but keep on loving the person

7 Frequent Fundraising Myths1. The Mickey D’s Mistake

7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment

7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment

3. The Mrs. McTat’s Gaff

7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment

3. The Mrs. McTat’s Gaff4. The Spell-Check-Will-Catch-It Faux

Pas

7 Frequent Fundraising Faux Pas’

5. The “My Way or the Highway” Mistreatment

7 Frequent Fundraising Faux Pas’

5. The “My Way or the Highway” Mistreatment

6. The You’re-Good-Enough-To-Go-It-Alone Syndrome

7 Frequent Fundraising Faux Pas’

5. The “My Way or the Highway” Mistreatment

6. The You’re-Good-Enough-To-Go-It-Alone Syndrome

7. The Field of Dreams Fiasco

Crafting Your Message

PYITS

Dealing with F.E.A.R.

The Rule of 3’s

PYITS: An Effective Cure

Put Yourself In Their Shoes

"Credit Denied" mailing

Do you like calls to sound scripted or natural?

No entitlement

Dealing with F.E.A.R.

False Evidence Appearing Real

Asking for money or helping change a kid’s life?

Rejecting YOU or the cause?

This isn't life or death!

Rule of 3’sWho’s Your Jennifer?

1. Three Attributes

2. Three Channels

3. Three Times/Month for Three Months

You Can Do It!BEE YOURSELFMake your gift first!Don't feel guilty that

you're afraidHave courage (it's not

courage without fear)Keep it simpleHave fun!

Tool shop including: The Creating Donor Evangelists Program

Give me your card for a free copy of $100,000 Guide to Email Solicitation e-course

Free blog, articles, book reviews, and more!marc@fundraisingcoach.com