developing a fundraising plan
TRANSCRIPT
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HBIF Meeting 12-09
Administrator
Nicole Roach
Marketing Coordinator
BizCentral USA
Key Speaker
Melanie M. Swift, MNM
Director of Nonprofit Services
BizCentral USA
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• CharityNet USA: A “One-stop” resource
center for nonprofit organizations
nationwide!
• Key Speaker: Melanie Swift
• Questions
• Recorded Webinar Available At:
http://www.charitynetusa.com/webinararchive/index.php
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• The basic fundamentals of fundraising
• Developing the fundraising plan
• Fun & easy fundraising events
• Measuring your event’s success
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• To get the money to pay for facilities
• To get the money to pay for programs
• To help raise awareness through
newspapers, newsletters or other advertising
• To develop an emergency fund
• Close a deficit
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1. Organizations must earn trust to get money
2. Organizations must plan & be prepared
3. Raising friends is a way of raising money
4. Fundraising is selling
5. Must ask to receive
6. Ask for funding now, not later
7. Staff must get others to ask for money
8. Donors are not harvested, but nurtured
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•Don’t make the mistakes that too many
organization do during a recession:
• Spend less on Fundraising
• Become Pessimistic
• Apologize when you're asking
• Not Maintaining Relationships
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• Make a Compelling Story
• Make sure you have a strong case for support, a
compelling story about what your organization
does.
• Recognize that recessions can ramp up the
urgency levels in favor of your case.
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• Remember: Small Gifts Add Up!
• Avoid depending on one or two
major donors or foundations.
• Use the Internet to reach more
people.
• The cost is low so that
donations can be smaller.
Those add up quickly.
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• Do Not Stop…
Just Slow
Down!
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• Plan, Plan, Plan!
• Organizations should have goals for the
amount of money they need to raise and
what the money will be used for.
• A detailed plan should be created that
will outline all minor & majors details of the
fundraising event.
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“You got to be careful if
you don't know where
you're going,
because you might
not get there.”
-Yogi Berra
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• Following 6 basic steps can lead to a
successful fundraising plan for a new
nonprofit:• Develop a Realistic Budget
• Write Down the Plan
• Estimate how much your Fundraising Program will
cost.
• Create a Timeline
• Identify Funding Sources
• Evaluate
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• You should have goals for the amount of
money you need to raise, plus what the
money will be used for. Will you use it for:
• Overhead expenses?
• An ongoing or new program?
• A new facility?
• Development of an emergency fund?
• To close a deficit?
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• Develop a written plan that states how much you need to raise, from what sources, and how you will do it.
• Start with your current programs and current funding: Is that amount of money covered or is there a gap?
• Do you want to do more but lack the funds?
• This preliminary financial accounting will help you arrive at what your monetary goal should be for your fundraising.
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• Estimate how much your fundraising program
will cost.• Most experts recommend that fundraising and
overall administrative costs not exceed 20% of your
overall operating budget.
• For Example:
$25,000 (Annual Budget)
=
$5,000 Allocated for Administrative &
Fundraising Costs
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•Fill in a year's calendar with specific activities,
and identify who will be the lead for each of
those projects. Go further by developing
timelines for each fundraising activity, such as:
•Direct mail campaign
• The online auction
•Planned giving seminar
•Gala
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•Can current sources be leveraged to
produce more income?
•Are there audiences you are not tapping?
•Have you considered:
• Government or foundation grants
• Special Events
• Product sales or other ways of achieving earned
income
• Soliciting funds online
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• To evaluate the effectiveness of your
fundraising program, you must regularly look
back & identify strengths, weaknesses and
opportunities in each area:
• Planning
• Board of Directors
• Volunteers
• Development Staff
• Financial Resources
• Donor Research
• Fundraising Support
Systems
• Fundraising Techniques
• Public Relations
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•“ConGRADulations” postcard send out
• Reach recent college & highschool graduates
that have just received graduation gifts ($$$).
• Opportunity to not only ask for a donation, but
also find potential volunteers.
• Utilize video:
• Ask students to send you a
video of themselves.
• Post it on your website to
highlight their achievement.
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•Costs• Can vary depending on the size of the list you will
be sending to
•Benefits• Can possibly generate 2X-10X its cost
• Identifies and cultivates prospective donors
•Tips on saving money• Use postcard
• Get printing and/or design donated
• Use bulk mail rate for postage
• Keep your mailing lists up to date
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•Cook-off• Can be performed as an individual entry event or a
cause-marketing event.
• Sell tickets to the public
• Utilize social media
• Twitter: Post before and
during the event.
• Facebook Fanpage:
Create an event and send
it to all fans.
• Get donations from local grocery stores.
• Send a Press Release to local media.
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•Prep Time
• Could be anywhere between 1-6 months
•Benefits
• Involves the local community
• If held as a cause marketing event you may find
new donors through competing restaurant’s
• Could reach hundreds if promoted effectively
• Can make money on ticket sales, contest entry,
and soliciting.
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• Cause Christmas Ornament Sale
• Sell cause-related Ornaments during the
holiday season.
• A portion of the ornament will go to the
costs and the other portion to the
organization.
• Get children involved with creating their
own ornaments.
• Offer to gift-wrap the item to give as a gift
to someone effected by your cause.
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• Tips for a successful product sale campaign:
• Be sure that the product is compatible with your organization's mission.
• Choose your product well. Make sure that it is of highest quality, and is something that people really like and use.
• What is the ROI on products you are considering?
• ROI may vary from 25% to 75%. A ROI of 50% or more are preferable, especially if you use a lot of volunteers and expend a lot of energy on the sale
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• Facebook Causes:
• Reach an online audience and possibly get a viral effect.
• Invite your friends and network to join and support your cause.
• Ask your donors to share something on the cause wall.
• Add videos & pictures of past fundraising events and other activities.
• Share upcoming events with donors.
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• Has the Potential to Reach Thousands!
• Tips:
• Don’t forget to use email marketing to let everyone know about your Facebook initiative.
• Use your website to direct traffic to your cause page.
• Become a member of Guide Star.
• Engage with your audience & don’t forget to say Thank You!
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• Fundraising is critical to organizational success
• Fundraising should be planned and goal-
focused
• Fundraising team needs to be trained,
challenged, motivated and rewarded for
outstanding performance
• Fundraising needs to start small to gain
experience and build revenue
• Fundraising is an ongoing process to be
supplemented by grants and service fees
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• Start with simple fundraisers…
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• The Top Reasons Nonprofits Fail: 5-27-2010 3pm EST
• Nonprofit Grant Writing: 6-3-2010 3pm EST
• Developing a Strategic Plan: 6-17-2010 3pm EST
Register for upcoming events at:
http://www.charitynetusa.com/webinar/may.php
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• Contact Us
• Nicole Roach: [email protected]
• Melanie Swift: [email protected]
• Visit www.CharityNetUSA.com or Call 407-857-9002
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