fundraising capacity building
Post on 09-Jun-2015
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Meredith Campbell Megan Dwyer
CAPACITY BUILDING AND FUNDRAISING WORKSHOP
Agenda
•Building your story
•Planning and implementing fundraising campaigns
•Fundraising showcase
Why do we need a story?
•Educate
•Stickiness
•Motivating people to act
Where do you start?
The Case Statement
• Mission statement• Goals• Objectives• Programs and services• Finances• Governance• Staffing• Service delivery• Planning and evaluation• History
The elevator pitch
•What problem are you trying to solve?
•How does your group solve it?
What do you do and how does it help?
Stories and emotion Vs facts
"When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.”
The Breast Cancer Deadline 2020
http://youtu.be/xo-m4x5Er7c
Activity
• Take 5 mins individually to come up with your group/organisation’s elevator pitch.
• Then in groups, test your pitch on each other.
Why do you need a story?
•Educate
•Stickiness – being memorable
•Motivating people to act
The sticky story
•Simple•Unexpected•Concrete•Credible•Emotional•Stories
Building fundraising capacity
•Story
•Identifying your constituency (who to ask, and how much to ask for)
•How to ask – what kind of fundraising vehicle
•Planning a strategy
Identify your constituency (who to ask)• LAI Principle – Linkage, Ability, Interest
Group Number of people
Board/committee
Management
Major Donors
Members
Clients
Employees
Volunteers
General donors
Others
Past participants
Past donors
Past Board/Committee members
People with similar interests
Your universe
How much can we raise?
Two ways of setting budgets:
• What we need to operate (goal)
• What we can feasibly raise (budget)
What is feasible?
Gift range Donors needed Prospects (Ratio)
Total
10% of donors = 60% of goal
$5,000 2 14 (7:1) $10,000
2,500 6 42 (7:1) 15,000
1,000 18 108 (6:1) 18,000
500 34 170 (5:1) 17,000
20% of donors = 20% of goal
250 48 192 (4:1) 12,000
100 80 240 (3:1) 8,000
70% of donors = 20% of goal
Less than 100 412 1,236 (3:1) 20,000
$100,000
Activity
•Choose a fundraising goal and using the table, work out how many donors you need at what level to reach your target, and how many prospects you need.
•How does this match with your table from the last activity?
How to ask
Channel Individuals
Companies
Foundations
Government
NGOs
Donations ✔ ✔ ✔ ✔
Memberships
✔ ✔ ✔ ✔
Grants ✔ ✔ ✔ ✔ ✔
Sponsorship
✔ ✔ ✔
Cause related marketing
✔
Events ✔ ✔ ✔
Merchandise
✔ ✔
Bequests ✔
How to ask
•Face to face
•Telephone
•Mail/email
•Advertising
•PR
Amazon Heart
•Sponsorship•Major gifts•Direct marketing – email, mail•Online fundraising•Events – trivia nights, golf days, sausage sizzles•Fundraising guide
Fundraising – what to do next?
Planning and execution Tactics/steps
Case statement Ask
Story Thank
Identify constituency Communicate
Choose a channel Involve
Measure and evaluate Renew
Fundraising showcase
Mothers Day Classic
Feedback and suggestions
•Do you have a terrific fundraising idea or campaign to share?
•Questions?
Resources
•Showcase of Fundraising Innovation www.sofii.org •Resource Alliance www.resource-alliance.org “The Worldwide Fundraisers Handbook”, Michael Norton•Local fundraising associations•Google!
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