Building an Individual Giving Program

Presenters: Cynthia Thompson, Macdonald Center

Sandy Wright, Friends of the Columbia Gorge

Giving USA

2010 contributions: $290 billion by source of contribution

Individuals - $211.77 (73%)Foundations - $41.00 (14%)Bequests - $22.83 (8%)Corporations - $15.29 (5%)

Small Change Fundraising Blog

“It constantly surprises me how much time organizations spend with grants and businesses when there is so much more money in individual giving.”

Small Change Fundraising Blog

“I’m always surprised with how much time is spent focusing on business giving. I believe it is because people are afraid to ask for money. When you ask for money from a business often you are not asking someone directly for their money.”

Why do you think people tend to focus so much on business & foundation fundraising?

Business vs Individual Giving

Businesses and foundations: annual budget cycles systems and guidelines that must be followed usually the decision is not made solely by one

person – it’s more of a process the competition is fierce for a smaller pool of

money

Individuals can give when and as often as they see fit!

Organization Snapshots

Friends of the Columbia Gorge:

Mission: To ensure that the beautiful Columbia Gorge remains an unspoiled treasure for generations to come.

Founded in 1980 Annual Operating Budget - $1.2 Million Annual fundraising Budget - $850,000 Development staff - 1.5 FTE Revenue by source:

Individuals –65%

Corporations –5%

Foundations – 30%

Current members (donation in past 15 months) – 3300 Number of records in the database – 15,448

Organizational Snapshots

Macdonald Center:

Mission: To enhance the lives of the forgotten poor through relationships, service and housing.

Founded in 1991 Annual operating budget - $2.3 million Annual fundraising budget - $880,000 Development staff - 1.75 FTE Revenue by source (of private funds):

Individuals – 58%

Corporations – 3%

Foundations – 39%

Active donors (donation in past 18 months) – 668 Number of records in database - 2,740

The Development Circle

Point of Entry

Goals:

1. Inform (the head)2. Inspire (the heart)3. Capture contact information

Point of Entry: inform

EventsGuided hikesToursTabling WebsiteOne-on-one meetingsNewsletter and E-newsletterVolunteer orientationOther?

Engage

Goals:

Take an actionCultivate Deepen relationshipLearn about donor

Engage

VolunteeringToursHikesActivism (sign petitions etc)Serve on Board or committeeEvents Give inputNewsletter, Enewsletter, Facebook, TwitterOther?

Ask

Goal:

Get a donation

Ask

By letterBy emailIn personOn websiteFundraising eventNewsletterWith invitationOthers?

Step Up for the Gorge Matching Gift Campaign

Matched amount of gift that was over what donor gave the previous year.

From August 1 – Dec 31, 2010 Initial goal was to raise $50,000 and get a $50,000 match for

a total of $100,000. Campaign exceeded expectations and raised $157,674 in new

and upgraded gifts. Recruited 2 additional donors to match Raised a total of $315,348! This fiscal year we increased our individual donations by 49%!

Thank

Goal:

ThankGive recognitionSteward the relationship

Thank/Steward

By letterBy phone (Board member, ED, DD)In personBy emailSpecial eventSpecial tour Stewardship reportsWith gift, recognition or awardAsk for advice / inputOthers?

List Building

ReferralEvents and TablingWebsitePurchased list (quality)EventsBusiness partnershipOthers?

The Development Circle

Evaluate / Plan

An individual donor (major donor)An eventYour programYour resources (Board)Your time

First year with a small shop

Understanding your existing donors will help you engage, acquire and steward new individual donors. You need to understand how your donors become part of your organization…..

History Research Database Cultivation & Stewardship

Keys to Success

Securing new gifts from individuals can be influenced by your relationship with….

Board of Directors Executive Director Program Staff

Board of Directors

Open door policy Board Action Forms Find the strengths of each individual Keep the lines of communication open Get involvement in each stage of the

Development Circle

Executive Director

Relationship based on mutual respectRelationship based on trustBalance each others strengths and

weaknessesProvide guidance and direction on

fundraising strategy and tasks

Program Staff

Try to get past the natural divisionsUnderstand where they are coming fromEducate and inform on fundraising

strategiesThank and recognize their role in the

fundraising processDevelop a fundraising culture

Macdonald Center case study

Success with individual giving at Macdonald Center – Focused on these key points along the giving cycle and beefed up efforts in areas of weakness:

1. Appeal of the program/mission2. Awareness of the organization3. An appropriate method of giving4. Right tone, message and vehicle for “the ask”5. Proper type and amount of stewardship

Questionsand/orBreakout Session