gen sandhu master class fundamentals mod
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Fundraising Fundamentals by Surat Sandhu at SAFRG DM MasterclassTRANSCRIPT
Direct Marketing
Anup Tiwari
& Team
Aim & Objectives
To initiate, educate, inspire and motivate you about potential and options for Fundraising
Further strengthen you to promoteSustainable and Independent NGOs
Today we do this by sharing details of Direct Marketing
FUNDAMENTALS OF FUNDRAISING
Learning Outcomes
• Understand fundraising
• Review principles of fundraising
• Examine various fundraising sources & techniques
What is Fundraising?
“The art of getting people to give you what you want,
where and when you want it, for the work of your organisation”
Guiding Principles
Where? What?
Sources of Funds1. Individuals
2. Companies
3. Trusts & Foundations
4. Government & Statutory
5. Earned Income
What Donors Give• Money• Goods• Time & Expertise
What else?VoiceInfluenceInformation
invest duty
hearts have been touched religion
organisation does good work will use their money responsibly
gratitude remembered
People give because…
guiltypublic recognition, power, respect or gratitude
Peer pressure Giving makes good business sense
family habit something tangible in returnwant to have fun at an event
tax reduction for the donationGiving feels good
People give because…
People give because they are asked!
09:37:17 AM 09:37:17 AM25 Apr 09
25 Apr 09Master Class – Direct Marketing
Giving in USA and UK (2007)
Where does the money come from?
Individuals74%
Legacies10%
Trusts/fdns11%
Corporate5%
INDIA
*Besides what is received from Government & Abroad including Non Resident Indians
POOR FUNDRAISING--WHY SO??
Indian Scene
• More than 1 million high net worth individuals– No targeted approach to address them
• More than 1,00,000 millionaires in $ terms
• Non Resident Indians (NRIs) give big! – $ 2 Billion USD Annually (2005/2006)– Where does this go?
Impact of successful fundraising
NGO’s in India – > 1 million Fundraisers - Only a fraction of 1% of NGO’s have one.
Urgent need to create fundraisers, build relationships and manage donor funds with high integrity and efficiency.
Over Reliance -on grants and doles-NGOs no fundraising agenda Revenue Model-NO self sustainable plan
Potential - remains untapped and the “giving market” is NOT growing
India needs a “Leap Frog Strategy” for creating fundraisers urgently
Limitations with Current way
Challenges to Local Resource Mobilization
Why Pursue All Types?
Techniques
Which techniques?• Visibility• Resources• Cost• Staff/skills/Team• Infrastructure• Cause/competition• Life stage/strengths• Communication/brand• Technology
• Sustainability• Growth/risk• Leadership support• Scalability• Diversify• Restricted Funds• Interesting• M & E
Avoid being overly-dependent on any single source.
Build in a good mix of income sources in your fundraising strategy.
Avoid being overly-dependent on any single source.
Build in a good mix of income sources in your fundraising strategy.
Success in Fundraising-1
Success in Fundraising-2
Donor cultivation curve
Contact
Ownership
Acceptance
Understanding
Awareness
Time
Preparation Phase
Acceptance Phase
Commitment Phase
Buy-in
Internalisation
= Current Level = Desired Level
Example: Donor Group XYZ
Why individuals give?
Collecting viz a viz Fundraising
There is an activity involving many motivated, well-intentioned people who are all furiously busy and which collects money.
And there is fundraising, which is something totally different.
Distinction is simply put, but vitally important:
• Fundraising has clear goals, timelines, a clear case for support and
• A forensic approach to building lists of donor prospects.
• Anything else is just collecting money.
Donor Pyramid
UpgradingUpgrading
Remember…Fundraising is not only about money.
It’s about friend-raising and relationship-building.
You will have more fun and success when you stop trying to get what you want, and start helping other people get what they want.
-Dale Carnegie
Great fundraising is not just asking people to give.It is about inspiring people to give.
Are you ready?
• Are you well Governed and Managed?• Do You have a strategic plan? (Vision, Mission,
Values and Strategy)• Are you clear exactly what you want and for what?• Can you demonstrate results?• Do people know you?• Can you provide donors with what it requires in
return?