Creating a Roadmap for Success

Communication & Cultivation: Converting Earned to Contributed

November 10, 2011

Creating a Roadmap for Fundraising Success: A Three-Part Workshop Series on the Development Cycle

Goals

Review development cycles: resource & audience Differentiate between communication and cultivation Explore communication: audience and message segmentation Discuss cultivation: individual, corporate & foundation Develop a communication & cultivation plan Q&A

Resource Development Cycle

Audience Development Cycle

Audience & Development Cycle

Audience Donors

Communication vs. Cultivation

Communication One-way flow of information e.g. website content, brochures, signage, e-mail marketing

Cultivation Two-way flow of communication Begins from first interaction e.g. meetings, attendance, site visit, phone calls, social media

Communication Best Practices

Three Questions to Avoid Identify who is communicating (“Who is sending me this?”) Segment messaging (“Why am I receiving this?”) Clearly relate desired action (“What do they want me to do?”)

Case Study: Catawba Lands Conservancy

Segmenting audiences for campaign messages Land Conservation Wildlife Outdoor Activities Tax-motivation

Preparing specific messages for affinity groups

Activity

Build a List of Potential Audiences Consider groups of individuals to message (10-15) Get specific (e.g. Attendees vs. Monthly Attendees)

Select three and describe one message for each and delivery tactic

e.g. Non-subscriber who has purchased single-tickets to the three consecutive events subscription information

Introduction to Cultivation

Relationship-building steps that lead to a gift Can happen over many years or relatively quickly Can be accidental or planned

Types of Cultivation/Motivators

Relationship-driven Mission-driven Self interest-driven

Successful cultivation typically has elements of all three

Relationship-driven Cultivation

Leverage relationships of stakeholders

Board-Volunteer Staff Other Participants/Donors

Mission-Driven Cultivation

Focus on the mission and the community/societal impact and the need of the organization

Cultural/artistic impact Educational impact Economic impact

Self Interest-Driven Cultivation

Appealing to the self interests of the individual

Benefits of support Recognition/status

Cultivating Different Sectors

Individuals – leverage relationships and affinity Corporations – leverage marketing/PR potential Foundations – leverage relationships and impact

Case Study: Chicago Symphony Orchestra

Five volunteer groups to cater to various individuals League-300 members who support fundraising/social events Women’s Board-Engaging women leaders in advocacy and fundraising Overture Council-Young professionals group Governing Members-Business, cultural and civic leaders who serve as

advocates for orchestra Auxiliary Volunteers-Administrative support for orchestra

Activity

Creating a Cultivation Plan Pick two audiences from communication activity Develop cultivation plan for a major gift prospect

representative for each Three contact points for each Consider current and potential opportunities Involve each of the three motivators

Case Study: Arts of the Albemarle

Individuals Shift from membership to annual fund model Balanced focus on impact and self-benefit

Corporations/Businesses Sponsorship platform Engage corporate donors in discussion about their needs

Foundations Topic and audience-specific (Coast Guard community)

Q & A

THANK YOU!

Patton McDowell, CFRE PM@pattonmcdowell.com

Josh Jacobson, CFRE JJ@pattonmcdowell.com

Please Join Us for the Rest of the Series

Creating a Roadmap for Fundraising Success: December 8 - Stewardship: More Than Just “Thank You”