How to Build Your Organization’s Capacity for Successful Fundraising 2013 Chorus America Annual Conference Workshop Presented by Jan F. Brazzell, PhD, ACFRE Advancement Consulting Helping You Move Your Organization Forward Philanthropy: It’s About Love “Fundraising is about donors. When you help them care enough to give, you help them connect with who they are – or who they aspire to be. You ennoble and empower them. You make their hearts sing.” ~Merkle, www.donorpowerblog.com Best Love is Mutual and Lasting “Some singers want the audience to love them. I love the audience.” ~Luciano Pavarotti 1
Today’s Focus: Growing Philanthropy Think Fundraising Not Sales Gifts from Individuals Food and Bake Sales Private Grants T-shirts Sponsorships CDs Bequests Concert Tickets Raffles Some income earning activities involve a bit of both Introductions About Me About You Name, Role, Organization, Location What You Hope to Take Home from this Workshop About Your Own Philanthropy Think about the most recent charitable gift you made? Why did you say “yes?” 2
Why People Give Top Three Deciding Factors: Trust (82%) Impact in one’s community (78%). Personal relationships (75%) Other Deciding Factors: Ease and convenience (68%) Involvement (59%) Source: Cone Communications (2007) The Work of Fundraising Find people who want the world to benefit from what you do Show these people how your organization can help them realize their vision Make it as easy as possible for people to say “yes” to you Earn your donors’ trust and build lasting, loving relationships with them Today’s Agenda 1. Examine Your Organization … from Mars 2. Review Your Business Model 3. Understand the Fundraising Process 4. Develop a Cost-Effective Fundraising Program 5. Build a Culture of Philanthropy 3
Step 1: Examine Your Organization What makes your organization special? Mission Purpose Impact Niche Critical Needs Met Who Cares? INTEREST GROUP WHY? Management / Staff Choir Members Parents/Families Alumni Board Members Step 2: Review Your Business Model Trends and Projections Income by Source Expenses by Program / Area What’s Growing? What’s Shrinking? Can You Find Benchmark Comparisons? 4
Sample Sources of Income Dues / Fees Sales Charitable Gifts Concert tickets Gala event / raffle Individuals tickets Private grants Income from Sponsorships donated products Bequests (e.g. auction items, Government bake sales, etc.) Contracts Product sales (e.g. CDs, t-shirts, etc.) Sample Expense Categories Artistic Development / Fundraising / Education Events Salaries and benefits Salaries and benefits Direct costs Direct costs Administration / Performances Management Salaries and Salaries and benefits benefits Direct costs Direct costs Think Through Your Options How much more money do you need? Is more fundraising really the best / only answer? What would happen if you increased fees/dues? 5
Growing Your Revenues Evidence from Bridgespan Group Study High Growth Nonprofits: Developed one concentrated source of funding. Found a “natural match” to their mission and beneficiaries. Built a professional organization and structure around their chosen model. Step 3: Understand the Fundraising Process Asking for Money Fundraising Development Begging Relationship Arm-twisting Building One-shot propositions. Philanthropy Tests The 95 to 5 Rule Donors Dollars 6
All Levels Matter Over Time Donors Dollars A Never-Ending Process Donors Dollars The Fundraising Cycle It’s All About Relationship -Building Impassioned Identified Invested Informed Involved Interested 7
Identifying Your Prospects Capacity Linkage Inclination Your Circles of Influence Major Donors Management Board Staff Henry Rosso, The Principles, Techniques of Fundraising: Student Workbook Ways You Can Identify OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? IDENTIFIED 8
Informing Your Prospects Mission and Services Organizational Initiatives and Accomplishments Community Impact Benefits Thank You! … but there’s so much to say! NO YES What do I want What does my audience want to to say? hear? Source: Tom Ahern and Jeff Brooks It’s NOT about you and your wonderful organization 9
It’s what your donor can achieve Source: Gail Perry, Fired Up Fundraising , “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.” Everyone Can Be A Hero Share Small, Frequent Bits of Exciting Information 10
Ways Your Can Inform OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INFORMED Interesting Your Prospects Areas of Fascination/Curiosity Questions and Concerns Desires for Involvement An informed prospect knows what you do. An interested prospect wants to learn more and share the news. Indulge Your Prospects 11
Make it Easy to Share Ways You Can Interest People OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INTERESTED Involving Your Prospects Personal Experience with Mission and Programs “Familial,” “Insider” Ties Partnership 12
“We Give Our Money Where We Give Our Time” Bank of America, High Net Worth Philanthropy Study, 2012 Areas Ripe for Involvement Performances Attend, Participate, Judge, Set-Up Governance Event Production Fundraising Ways You Can Involve OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? Involve 13
Inviting Your Prospects to Invest Show Appreciation Invite Them to Join You Convey Impact Continue the Cycle Targeted Approaches Work Best Individual Donors Current, Lapsed, Prospective Annual, Major Interests, Age Group, Connection Sponsors Current, Lapsed, Prospective Type of Business / Organization Solicitation Methods Personal is always best Traditional Emerging Engagement is Key!! 14
Great Advice from Tom Ahern “Fundraising communications try to convince readers that donors are wonderful .” Tom Ahern, Ahern Communications, Ink. http://aherncomm.com Example: A Clever Social Media Strategy Central Ohio Symphony Campaign Source: Gail Perry, Fired Up Fundraising , “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.” Source: Gail Perry, Fired Up Fundraising , “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.” 15
“ Standley ” Facebook Campaign Central Ohio Symphony Source: Gail Perry, Fired Up Fundraising , “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.” Hybrid Approaches Singing Cards (e.g. Valentines or Christmas) Flash Mobs Movie Nights Choir Camps Vermont Women's Fund joins Collaborative forces with renowned Women's Fundraising Chorus for fundraising concert Ways to Win Investments OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INVESTED 16
Developing Impassioned Donors Through Stewardship Care Responsibility Stewardship is giving love Respect Knowledge Michael Maud, “On Love,” Fundraising Management , 1998, drawing from The Art of Loving by Eric Fromm. What Donors Want Timely Acknowledgement Gifts Used as Intended Desired Impact Mutual Control of the Relationship Ways to Nurture Passion OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? IMPASSIONED 17
Sustaining the Relationship Impassioned Identified Invested Informed Involved Interested Step 4: Developing a Cost- Effective Fundraising Program SAMPLE ORGANIZATIONAL DEVELOPMENT ACTIVITY TIMELINE 2014 Activity Target Group Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Concerts/Performances Stewardship Activities to Impassion Major Donors Grant Makers Board Employees Annual Donors Sponsors Ad Buyers Communications to Inform / Interest Annual Giving Appeals Annual Board Appeal Board Annual Employees Appeal Employees Renewal/Upgrade Appeal Last Year's Donors Lapsed Donor Appeal Lapsed Donors Donor Acquisition Appeal Prospective Donors Sponsorship Renewal Appeal Last Year's Sponsors New Sponsor Appeal Prospective Sponsors Fundraising Events Event name 1 Event name 2 Event name 3 Grant Proposals Major/Planned Giving Activities Hosted Gatherings Proposals Planning Strategically Resources Available Best ROI Short Term Long Term Importance of Donor Retention 18
Step 5: Building a Culture of Philanthropy Executives, Staff and Board Engaged as Fundraising Ambassadors Fund Development and Philanthropy Understood and Valued Development Officer Integrally Involved in Organization Leadership and Planning Compass Point , Underdeveloped: A National Study of Challenge Facing Nonprofit Fundraising , 2013. Essential Fundraising Capacity Human Resources Technology Fund Development Systems It Takes a Village … Board Volunteer Staff CEO 19
Your Questions Thank You! Your are welcome to contact: Jan F. Brazzell, PhD, ACFRE jan@advancementconsulting.com 253-756-7897 Advancement Consulting Helping You Move Your Organization Forward 20
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