1. Lannie Medina, Chief Development Officer, CAP Sonoma County Kerry Rego, Consultant, Kerry Rego Consulting August 2013 1

2. The Need for Plan B CSBG monies are decreasing President Obamas potential plans. Sequester is going to be here for a long time. --Congressman Mike Thompson, 4th District, CA Moving to Solutions 2 3. Desired Outcomes Strategic Plan Marketing Plan with Social Media Plan Fundraising Plan 3 4. Increasing our independence Developing alternative revenue streams Looking at what we do differently: Cost/Benefit at all levels Shifting the culture of our Agencies 4 5. Revealing the best kept secret in town Increasing Awareness Strategic plan The best roadmaps are thorough & clear Being honest, concise & focused Marketing plan Why do our Clients, community partners & potential donors want to associate with us How to present ourselves to internal & external stakeholders and partners Strategic & tactical Fundraising plan Identifies the best donors Provides strategies to find donors Quantifies goals with results 5 6. Developing Diverse Revenue Streams Government grant machine - keep it oiled and running. Maybe things could change. Private Sector Fundraising Appeals & Campaigns Private Foundation Grants Individual & Corporate Giving Major Gifts Planned & Legacy Giving Endowments (Simpler than thought) Events with net positive cash flow Private Public Partnerships 6 7. Doing things differently Cost/Benefit Analysis Communications 5-7 touches All forms of communication possible Targeting-targeting-targeting the audience Events Low & High Impact, Low & High Cost Matrix Appeals End of Year Giving Season staffing appropriately Starting early on the Annual Appeal 7 8. Shifting our Culture We rely on Government funding Our Agency is funded through private & corporate donations as well as Government grants. Parallel path for the time-being With current trends, fundraising from private sector could eventually be primary funding Entrepreneurial, bottom-line thinking Good to Great! 8 9. Plan 1 of 3: Agency Strategic Plan Adding on to the farmhouse over time Planning Step 1: Comprehensive review of the Agency & Honesty. Step 2: The Reality Check: SWOT for all aspects of Agency. Road map Realigning to the Mission Tracking progress Measurable results How DIY Consultants and/or Software 9 Add 3nd bedroom Laundry Room Mancave Add 2nd bedroom 10. Plan 2 of 3: Agency Marketing Plan Key Differentiators & Your Remarkable Difference Consistent messaging & branding The tagline encompasses your mission from client & donor perspective Clearly identifying who we serve, our target Clients, why we rock, why the community (and donors) are better off with us in town Communication Strategy Communication vehicles: online, mobile, face-to-face, print, radio, TV Value-Added, Value & Association Desired by Donors & Clients Frequent, relevant, systematic communication & community involvement CAP Sonoma: Creating a Safer, Healthier & More Prosperous County 10 Marketing Plan 11. Messaging Is the elevator 3 or 111 floors? Stating the mission in 120 characters Taglines the household words 11 Marketing Plan 12. Plan 3 of 3: Agency Fundraising Development Plan Baseline figure where you are at. Whats been raised from what sources, by whom, for past 3-5 years Know your current sources of private funding Private individuals (major gifts, individuals, corporations, private foundations) Donor database building & management Define what you want to raise for what purpose. 12 Private Sector Fundraising 13. 13 Fundraising Continuum Annual Giving Campaigns All Purposes Events Giving Societies Major Gifts Legacy Giving Planned Giving Endowment Giving Private Sector Fundraising 14. Donor identification Prospective donors list who & their giving potential Donor qualification 80% of Development time before the donor meeting happens Effective ways to cultivate (tours, events, lunch, words: online, print or handwritten) Be realistic about cultivation time (12-18 months is standard for major gifts or endowment asks) The Gift Chart Define how much can be raised from each source, for each purpose Ambassadors, Advocates & Askers at Staff and Board Levels Asking is easy When its done at the right time 14 Private Sector Fundraising 15. Now What? Next Steps - Internal Work with your PRD Staff on reality check & future strategy Engage the strategic & planning Board members Identify highly networked members and fundraisers on your Board Empower the entire staff in the messaging & donor identification Determine how to get the planning done (DIY or consultants) Next Steps External Make & Take the Time to Be Visible in the Community Ambassadors, Advocates, Askers 15 16. Appendix Links to Resources Gift Chart Template Elevator Pitch & Tweet Templates 16 17. Planning & Fundraising Resources Strategic Planning & Marketing Planning Software Palo Alto Software: http://www.paloalto.com/products/solutions/nonprofit/ Note: need to customize but the thinking behind the planning is top notch Consultants and Organizations The Bristol Group, Nancy Bristol. www.bristolstrategygroup.com Klein & Roth Consulting. www.kleinandroth.com CompassPoint. www.compasspoint.com Online Resources & Suggested Reading www.virtualcap.org http://www.virtualcap.org/viewprogram.cfm?pid=216 Nonprofit Sustainability, by Bell, Masaoka, Zimmerman, Wiley Publications, 2010. 17 18. Gift Chart Template GIFT AMOUNT ($) # GIFTS # PROSPECTS/ FOUNDATIONS CUMULATIVE TOTAL ($) 500,000 2 4 1,000,000 100,000 2 4 1,200,000 75,000 1 2 1,275,000 50,000 1 4 1,325,000 25,000 2 4 1,400,000 10,000 3 5 1,430,000 5,000 2 4 1,440,000 2,500 5 3 1,447,500 18 Community Action Main Town USA La Dolce Vita Project Gift Chart 2013-16 Capital Campaign Amount Needed: $2.5 million Current Donor Database / Prospects Aggressive Capacity: $1,447,500 Shortfall: $1,052,500 19. Templates Elevator pitch attributes: Concise, use your tagline, consistent messaging, dont use too many words, be authentic & sound like you (not like a pitch), and always have a call to action. [I work at] [I am on the Board of] Community Action Partnership Sonoma County. We are a large nonprofit Agency with 23 programs dedicated to creating a safer, healthier & more prosperous Sonoma County. Our programs are focused on early & teen education, parent education, transitional housing, asset development & economic prosperity so our Clients can become self-sustainable. We provide direct services to 6,100 people & touch the lives of over 10,000 annually. Are you familiar with us? [yes/no] Would you like a tour? [yes/no] Heres my card. Per ROMA: add population, services, outcomes, relationship Community Action partners with local government and other CBOs to provide health and human services to low income people of Sonoma County to create movement out of poverty or economic sustainability NCC-1701 Warp Drive Retweetable pitches for Sir Richard Branson types 149 character stoo long!: Community Action Partnership changes lives by helping people become self- sustainable through early education, economic independence & health programs 123 charactersjust right: Community Action Partnership helps people be self-sustainable with programs in early education, economic independence & health 19 20. Wouldnt exist without crowdfunding. 125,000 donors Avg. donation $1 or less 21. A collective effort of individuals who network and pool their money, usually via the internet, to support efforts initiated by other people or organizations. What is Crowdfunding? Wikipedia $$ 22. What to Expect ARE: Campaign based on page Accepts money through credit card processor Individual component Best for specific projects or campaigns ARE NOT: Solution for all revenue woes Easy, requiring no effort 23. IndieGoGo Razoo CauseVox Fundly Watsi GoFundMe Fundraise Crowdfunding Sites 24. Where Do You Start? Goal Create a compelling story Pick platform Start with your network Market your efforts Communicate progress Create meaningful rewards 25. Assets Email Lists Social Networks Staff/Volunteers 26. WHO is the audience? WHAT is their preference? WHEN do they want to hear? WHERE are they? WHY are you there? Market Research or 5 Ws * I like Pew Internet Research, Mashable, Comscore, and Hubspot as resources. 27. DONTs Set unrealistic expectations Think if you build it they will come Forget to market Discount small donations 28. Things to Consider Sites look and feel Ease of use Payment processing Fees Marketing & social networking capabilities 29. Success is determined by the 30-45 days before campaign starts 30. Blog Wordpress Email Marketing Constant Contact Kinds of Media 31. Multimedia Instagram, Youtube, podcasts Kinds of Media 32. Networking Facebook, LinkedIn News Twitter, Reddit Kinds of Media 33. Bookmarking Pinterest Review Yelp Kinds of Media 34. Event Eventbrite Location/Mobile Google Places, Foursquare Kinds of Media 35. Case Study 36. Questions ??? 37. THANK YOU! Kerry Rego Consulting Kerry@KerryRegoConsulting.com 707.520.4572