creating optimal revenue opportunities for your...

Creating Optimal Revenue

Opportunities for Your Association

CDW October 12, 2013

FUNDRAISING

Fundraising

Opportunities

Membership

Corporate partners

Individual donations

Events

Grants

Embrace the box!

See the Possibilities

Caine’s Arcade

Challenges

Current outreach is member-based

Standard rates for involvement

Minimal opportunities to engage as a

donor/supporter

Event fundraising is labor intensive

Expansive event calendar

Not enough time in the day…

Audiences Members and Donors

Partners

People impacted by your organization

Corporate

Partners

The Basics

Have strong written and verbal

communications

Understand your Emotional Intelligence

Be self-aware and constantly seeking

improvement

Learn how to take feedback READ:

Reasons People

Get Involved…

A friend asked them to/tribute

Fun activity or event

Cause they believe in

Membership:

Retention Keep existing members informed

Shorter communications

On demand training and resources

Social media

Opportunity for networking (live and online)

Verify value and adjust annually

Special access

Know what your members need!

New Members Larger tennis community

Niche is well-defined

Direct marketing

Referral incentives

Phone

Personal connections

Partners

Schools/universities

Set goals for growth

People Impacted

Who benefits from your

work?

Could they benefit or

find value in your

resources or

outcomes?

Are there ways to get

involved if you aren’t a

member?

Infrastructure Donation/membership process

Database/Customer Relationship

Management Software (CRM)

Simple registration and donation system

Third-party fundraising online (crowdrise)

Benefits delivery checklist/communication

Emarketing tool (constant contact)

Staffing/customer service

Rates Review (ind, corp, sliding scales,

multi-year, etc.)

Case for support (5 why’s)

If you want money,

ask for advice.

If you want advice,

ask for money.

Partners

List exchanges

Exposure

Events

Testimonials

Co-marketing

Online advertising

Grant opportunities

Collaborative grants

Specific giving opportunities

What can the RIGHT corporate

partnership do for your

organization? Brand awareness

Employee engagement

Raise money

Infrastructure improvements

Open doors

Recruit event participants

Launch social ventures

Build alliances with other NPOs

Raise the bar

Mentor

Serve on the board

Volunteers

Spokespeople

Award honorees

Demonstrate integrity

Provide more information

about the organization

Where are you in the

process of corporate

relationships?

Couldn’t Ask for More: Have an established

program, great group of partners, and just

looking for ways to activate and engage more

Ready and Waiting: Have a program but can’t

seem to get any takers

Lucky: Need to develop a program to respond

to inquiries

Hopeful: Starting from Ground Zero with no

program, no partners, and in need of next steps

Keys to a Corporate

Partnership Program

Corporate Task Force

Key messaging

Engagement menu

Tools

Engagement process

Corporate guidelines

Corporate Task Force

This is not ONE person’s responsibility

Team should involve people from all

committees

Not a permanent assignment but

reconvene as necessary

Consider internal and external groups

Clearly state the Task Force’s goal(s)

before you begin and for recruiting

Key Messaging

Demonstrate knowledge of your

constituents and the organization

Define potential audiences

Tell stories – people repeat stories!

Focus on what THIS audience

wants/needs to know

Distinguish message by speaker also

Engagement Menu

Complete list of opportunities/assets such as:

Volunteer program and events

Joint messaging and awareness campaigns

Specific program goals

Events

Cause marketing

Infrastructure

Tools

Partner filter

Website

Policies

Standard agreements

Engagement menu

Marketing

Case studies that demonstrate long-term

value, relationship focus, engagement, etc.

Engagement Process

Audience definition

Proactive

Incoming

Existing

What should they receive and when?

Establish when you involve others

internally

SLOW DOWN

Individual Giving Select group of members or external donors may

want to engage at a higher level

Create giving levels with benefits

Promote gifts

Develop a case for support

Interview donors for publications to inspire others

Launch a major donor cultivation effort – start with

just 5 people!

Be able to clearly articulate how these funds will be used aside from normal dues

Provide language online for planned giving to

make it easy for your members

Next Steps Evaluate and filter existing fundraising initiatives

Develop a comprehensive list of ways to raise money and prioritize it (including existing programs)

Define your retention plan

Identify where new members will come from and how

they will learn about you

Create a donor prospect list

Create a list of potential grants and partnership giving

opportunities

Document your corporate partnership strategy and develop the necessary tools and resources

Know those you serve

Ask for feedback

Fundraising Plan Fundraising Initiative

Budget Gross Revenue

Net Revenue

Cost Ratio Audience Percent of Total Budget

Opportunity/Partner Filter Fundraising Initiative

Cost Ratio

Net Revenue Potential

Time Champion Sponsor Support

Reach Mission History Calendar Total Score

Creative Brief Outline Initiative Name

Background

Vision

Objectives

Audience

Message

Channel/Delivery Method

Logistics

Budget

Responsible Parties/Partners

Case for Support Outline About the Organization:

Who you are

The good that you do

Your history and background in the community

Your aspirations for the future

About the Project: (what donors need to know)

What you will do with the’ money

Those who will benefit

How the project advances the mission of your organization

Why your project is important

Project leadership (coaching staff, committee, etc.)

Organizational Leadership and Advisors:

Board of Directors

List of donors and sponsors (if applicable)

Project plan (one page)

Summary of organization strategic plan (one page)

The gifts needed to raise goal

Recognition opportunities

Financials

72 Hour Challenge

What will you do in the next 72 hours with

the information you have learned during

this session?

Keep

Change Lose

Contact Me!

Rachel Armbruster

rachel@armbrusterconsulting.com

512-944-3417

www.linkedin.com/in/rachelkarmbruster

@rarmbruster

THANK YOU!