The Business of Fundraising

5 Year CFC History in NA Year Offering % Diff Yr % Diff 2006 2006 $2,868,412.87 6.21% 2007 $2,590,535.65 (9.69%) (9.69%) 2008 $2,508,496.13 (3.17%) (12.54%) 2009 $2,285,731.57 (8.88%) (20.31%) 2010 $2,434,460.40 6.11% (15.13%)

What we said Communicating that 40% stays in District Make it personal: Get it to the laity. Be in constant contact with pastors. Incremental giving, all year long. Have stats ready for district: Communicate

impact of giving: Detailed reporting. Address fallow-ground churches. Educate about need

What we said Promote cause and promote success Make offering purposeful: intentional

giving Get the women involved Review of strategy: offer something

fresh Communicate success stories Convince the pastors Be involved with other departments

Board of Directors Responsibilities As Steward: You hold Home Missions’

institutional values and assets in trust for the church community and for the future.

As Donor: You make a contribution of time and effort on behalf of Home Missions, but also make a financial contribution.

As Strategist: You provide feedback on the development strategy and plan for the year.

As Prospector: You reveal potential donors by engaging in an identification, prospecting and evaluation process.

As Door Opener: You open doors for Home Missions that the staff cannot enter alone.

Board of Directors Responsibilities As Solicitor: You assist in face-to-face meetings

where you have influence. As Advocate: You publicly identify yourself with

Home Missions and show a willingness to be vocal about its mission, goals and programs.

As Recruiter: You recruit potential influencers who have access to resources that can ensure Home Missions financial stability.

As Attendee: You are visible at events that showcase Home Missions and you work to ensure successful events.

As Communicator: You sign appeal letters, write thank you notes to donors, make calls to set up appointments and assist the staff to personalize the fundraising process.

Inspiration by Hank Rosso’s Achieving Excellence in Fundraising

Consider

What am I consciously doing to target donors at each of these stages?

What am I consciously doing to move donors through this process?

What can GHMD start doing, or do better to assist in this process?

Presenting Your Case Does it…

describe a worthy cause?show a genuine need?demonstrate that the organization has a

proven record?provide a practical solution for meeting the need?encourage donor ownership rather than

obligation?have a positive feel?convince volunteers to become involved?

Presenting Your Case Does it…

appeal to both the head and the heart?answer specific questions?make a call to action through a sense of

urgency?contain concrete facts?make the case in an accurate way that can

be confirmed?do all of this briefly?described in a way that is easily

remembered?

Who Should I Ask?

Three elements of direct mailListCase/OfferCreative

Possible Lists

$5K and above donors Donors who have not yet given $1K Donors below the avg/church offering Fallow Fields Recent Church Planters Previous HM Committee members

Who Should I Ask?

L.A.I. Linkage: Can we get to them?Ability: Can they do what we ask?Interest: Do they care about us?

Stages of Consumer Loyalty Stage Activity Awareness Knows about the organization Initiate Feels positive about organization 1st ContactFirst try, or personal contact 2nd Contact Second try, or personal contact Repeat Gives to organization & to others Loyal Donor Gives solely to your organization

The Ladder of Effectiveness4. Telephone solicitation: phone-a-thon

5. Impersonal letter, direct mail, email

6. Impersonal telephone, telemarketing

7. Fund raising benefit, special event

8. Door-to-door

9. Media, advertising, internet

The Ladder of Effectiveness1. Personal: face to face

Team of twoOne person

2. Personal letter (on personal stationary)With telephone follow-upWithout telephone follow-up

Personal telephoneWith letter follow-upWithout letter follow-up

3. Personalized letter: Internet

The Seven Faces of Philanthropy The Communitarian

Want to give back to the community where they made their wealth

87% of these donors say they want some form of acknowledgment or recognition.

The Devout Donors care about eternal issues and believe their gifts are

doing God’s will. Only a small percentage (11.1%) expect any personal benefit

from their gift. While most are indifferent to recognition, believing that the real

benefits they receive are spiritual, they find acknowledgment acceptable within their religious community.

The Seven Faces of Philanthropy The Investor

Investors believe that their wealth alone does not obligate them to give. They seek charities that are professionally run and must receive a personal ‘return’, such as income tax savings or estate planning benefits.

More than 90% want both personal and formal recognition. The Socialite

Socialites give to enrich their social network as well as to make the world a better place.

They appreciate creative social events where they can make contact with their influential friends and feel good about their philanthropy.

The Repayer He/she benefited from an organization’s help and seeks to repay

the kindness. Repayers have a vision of the kind of services the charity should

provide and insist those standards be recognized and maintained if they are to support our organizations.

The Seven Faces of Philanthropy The Altruist

These are the selfless, modest people (often preferring to remain anonymous) who respond to urgent social causes.

Instead of traditional rewards for giving, such as honor, publicity and status, the Altruist would like the charity to understand and acknowledge his or her selflessness in more personal and thoughtful ways.

The DynastRockefellers, Carnegies, etc. For them, doing good is

a family tradition; they were brought up in a giving culture and their belief window says that it is their responsibility to give.

Consider

What am I consciously doing to target donors at each of these stages?

What am I consciously doing to move donors through this process?

What can GHMD start doing, or do better to assist in this process?

Eight Degrees of Charity The lowest level is one who gives to the

poor person unwillingly. Next is the one who gives to the needy

person gladly and with a smile. The one who gives to the poor person

after being asked. The one who gives to the needy person

before being asked.

Eight Degrees of Charity The one who does not know to whom he gives,

but the needy person does know his benefactor. The one who knows to whom he gives, but the

recipient does not know his benefactor. The one who gives tzedaka to the needy, but

does not know to whom he gives, nor does the recipient know his benefactor.

The greatest level, above which there is no other, is to strengthen the name of another Jew by giving him a present or loan, or making a partnership with him, or finding him a job in order to strengthen his hand until he needs no longer help from others.

Why People Give They were asked. They believe in the cause or mission of the

organization. They got involved in the organization as a

volunteer. They learned about the organization

because of what it did for someone they know.

Why People Give They want to support an organization that a

relative, friend or neighbor supports. They feel the person asking is interested in

responding to their interests/needs. They believe the organization is well-

managed. They feel satisfied through giving – find

self-fulfillment. They see the results of the organization’s

work.

Why People Give They appreciate the way in which they

were thanked – they feel cared for. They can afford the gift. They thought the person asking was

responsive to questions/concerns. They receive a tax deduction.

Why People Don’t Give They weren’t asked. They don’t have any relationship with the

organization. They don’t identify with the cause. Follow-up did not occur as promised. They could not see the impact of the

nonprofit.

Why People Don’t Give The solicitor used pressure tactics. The solicitor was boring and

unenthusiastic. They have other priorities. They felt the organization misused funds or

did not devote enough to programs.

Why People Don’t Give They could not afford to give at the time

they were asked. They felt the person asking was not

personally invested in or acquainted with the cause.

The person asking did not appear informed about the organization.