Webinar, Part 1: Fundraising Basics

Hamburg, 24th of July, 2018

- Political scientist, trained journalist

- 21 years of professional experience in fundraising

- CEO of fundraising consultancy www.fundgiver.de

- CEO of a German charity www.stepsforchildren.de

- Speaker in Germany, Austria, Switzerland

- Academic fundraising teacher

- Author of surveys and studies regarding fundraising

- CFRE, certified fundraising executive (global standard)

Tom Neukirchen, 49, married, two daughters

1.

Outline

1. Mindset

2. Basics and Management

Fundraising + NPO: common connotations

- Beggars!

- Liars and cheaters!

- It´s all overhead costs!

- They´re naive do-gooders

- Have no impact

Fundraisingis so much more

than just raising money!

- Advocacy

- Legitimacy

- Community building

- Personal relationships

- Proving impact

Fundraising is so more than just raising money!

Be proud to be a fundraiser!

- We keep the needs of the poor in the public mind

- We are advocates of the needy

- Philanthropy and civil society depend on fundraisers

- We don´t just ask for money: we are engagement consultants!

- Our success and our money change the world!

- It´s a privilege to serve the public welfare!

- We should be proud of our profession, our work, our service commitment!

Getting to be a great fundraiser

1. Fundraising is a great job!

2. I love my organisation and its values.

3. I am acknowledged and supported by my organisation and its leaders.

4. I will be successful!

1. Innovator?

2. Administrator?

3. Communicator?

Is your fundraising team diverse enough?

What kind of fundraiser are you?

Listening is a crucial success factor

Reasonversus

emotion?

Open their hearts,

their minds,

their checkbooks!

2. Basics and Management

Outline

Identify

Cultivate

Solicit

Acknowledge

Engage

Steward

MOVE

MANAGEMENT

Homepage / Banners / Ads

Affiliate Programmes

Search Engine Marketing

E-Mail + E-Newsletter

Donations in kind

Time / Volunteers

Events + Meetings

Social Media

CSR-Partnering

TV, Radio, Print, www: free and paid ads

Sponsoring / Merchandising

Printed Postal Mailings

House and Street Fundraising

Telephone Fundraising

Trust and Foundation Fundraising

Legacy Marketing

Public Relations

FundraisingTools

Fundraising-Tools

“Affinity“

Interest

New donor

Regular donor

Fan

Identifiy Transform Build loyalty Intensify

Nothing beats donor loyalty and retention!

Upgrading

How many people in your country could possibly be interested in your work?

Interested people

New donors

Frequent donors

Regular giving

Major donor

Trusts, legacies

Fundraising-basics: The donor pyramid of giving

Get more money,

spend more time!

Individualised

mass

communication

Intensive und

personal

Care/Assistance

Systematic upgrading

Pareto Principle: 20% of your donors give 80% of your donations

Spend adequate time + money on major donors!

Doing it right

... means, having clear goals in the pyramid of giving

... means, having

appropriate

marketing measures

for all target groups.

... means, listening to

the needs of your

donors

Trust, Legacies

Major donors

Regular giving

Frequent donors

New donors

Interested people

AS IS

018

GOAL

2018

PLUS /

MINUSROI

Restricted or non-restricted donations (purpose)

Pro mission-based fundraising: Less complicated accounting, funding for all relevant issues.To do:Do more to position your organisation and your mission in the heart of your donors. They will give unlimitedly to you, if they love “their“ organisation. Find members, not donors!

Pro restricted project funding: - Especially new donors love to give to certain causes only- Easy to start: 100% transparent, concrete impact promise.- Media and social media prefer restricted donations

Mission-based fundraising or project funding?

Next Webinar:

The 4th of September, 10 amFunding for my project

Any Questions?

Thank you for listening!

Hamburg, the 24th of July, 2018