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Slide 1
Fund Development Kathy Keeley Northland Foundation
Slide 2
Agenda What has changed? Types of Fundraising: Definitions The
Fund Development Plan Key Lessons and Tips 10/19/20102The Keeley
Group - Northland Foundation
Slide 3
Fund Development Process and Rules Have Changed Prospecting and
Asking Today - Demographic Technology Competitive Environment
10/19/20103The Keeley Group - Northland Foundation
Slide 4
Fund Development Integrated Marketing and Communication Support
Planned Focused Targeted Building long term relationships Research
and Return 10/19/20104The Keeley Group - Northland Foundation
Slide 5
10/19/2010The Keeley Group - Northland Foundation5 Individual
Giving Major Donors Events Both large and small. Direct Mail
Telemarketing Online and E-Giving Grants Foundations, Corporate,
Government Corporate Giving Programs United Way Fundraising Minor
Donor Groups Yes, they do exist! Participatory Fundraising Like
walk-a-thons and chili cook-offs Annual Giving and Multi-Year
Giving Campaign Types of Fundraising
Slide 6
Events Signature Smaller Cause Related Foundations Small
Business and Corporations Individuals Membership Appeals and
Campaigns Major Gifts 10/19/20106The Keeley Group - Northland
Foundation
Slide 7
5 Steps of Fund Development 1. Plan 2. Target 3. Ask 4. Close
5. Appreciate 10/19/20107The Keeley Group - Northland
Foundation
Slide 8
Sounds Simple! Maybe! 10/19/20108The Keeley Group - Northland
Foundation
Slide 9
The Plan 10/19/20109The Keeley Group - Northland
Foundation
Slide 10
10/19/2010The Keeley Group - Northland Foundation10
Slide 11
Fund Development Plan How are you going to fundraise? More than
brainstorming session or list of activities? Starts with clear
goals and expectations Dollar Goals more than Plug Your Budget
Clear Expectations Board, Staff and Volunteer Roles Timelines and
Calendar 10/19/201011The Keeley Group - Northland Foundation
Slide 12
Outline for The Plan Sheet One Categories Dollar Goal Actual
last year Year To Date Sheet Two Activity Tasks Timeline
Responsibility Goal 10/19/201012The Keeley Group - Northland
Foundation
Slide 13
Fundraising Plan Sheet One Goal1st Quarter2nd Quarter3rd
Quarter4th QuarterTotaldifference Events $ 17,500 $ 4,200 $ 13,300
Large Event $ 10,000 $ - Small Event 1 $ 1,500 $ 1,000 Small Event
2 $ 2,500 $ 2,000 Small Event 3 $ 2,500 $ 1,200 Small Event 4 $
1,000 $ - Contributions (Letters) $ 24,000 $ 19,000 $ 5,000
Individuals $ 10,000 $ 11,000 Churches $ 5,000 $ 1,900 Board $
3,000 $ 2,600 Small Business $ 4,000 $ 3,500 Grants (Proposals) $
60,000 $ 29,000 $ 31,000 Foundation $ - Corporate $ - Other $ -
Total $ 101,500 $ - $ 49,300To be raised 10/19/201013The Keeley
Group - Northland Foundation
Slide 14
Fundraising Plan Sheet One Goal1st Quarter2nd Quarter3rd
Quarter4th QuarterTotal Events $ 17,500 $ - Large Event $ 10,000 $
- Small Event 1 $ 1,500 $ - Small Event 2 $ 2,500 $ - Small Event 3
$ 2,500 $ - Small Event 4 $ 1,000 $ - Contributions (Letters) $
24,000 $ - Individuals $ 10,000 $ - Churches $ 5,000 $ - Board $
3,000 $ - Small Business $ 4,000 $ - Grants (Proposals) $ 60,000 $
- Foundation $ - Corporate $ - Other $ - Total $ 101,500 $ -
10/19/201014The Keeley Group - Northland Foundation
Slide 15
GoalActivityTasksTimelineResponsibilityCost/Budget Raise $ 5000
from Board Members Board members expected to contribute personally
to organization Board Meeting To Review JanChair Pledge Letter
SentJanStaff Chair and Vice Chair follow up with members Feb
MarChair and Vice Chair Update at Board Meeting April, July,
SeptChair, Finance Board Members raise $15,000 from solicitation of
friends Board members generate 20 names each in order to raise
funds and add names to general appeal list Board Training AugED
Draft LetterSeptED Create list of namesSeptBoard, Dev Committee
Board Letter Signing Meeting OctBoard ReportingNov and DecFinance
Follow-up CallsDecBoard Board Solicitation Sheet Two
10/19/201015The Keeley Group - Northland Foundation
Slide 16
CorporationGoal20102011Due DateRequest Target5000 7500June,
1Education Materials for Classroom General Mills$150000$12,500May
1Parent Training Sessions SMDC$4000$2000$4000Oct 1GO Corporate Plan
Sheet Two 10/19/201016The Keeley Group - Northland Foundation
Slide 17
Who are you asking and for What Dollar Amount 10/19/201017The
Keeley Group - Northland Foundation
Slide 18
Targeting List Development Prospecting Funding Research Dollar
Amount (Too Little or Too Much) Appeal/Request 10/19/201018The
Keeley Group - Northland Foundation
Slide 19
Targeting Brainstorm Circle of Influence Building the Master
List The Real List Connections and Introductions 10/19/201019The
Keeley Group - Northland Foundation
Slide 20
Targeting Individuals Prospecting Appeal Letter general vs.
targeted Additional Requests Corporations Research Name Match to
Business Interests Foundations create relationship Introduction
call and meeting Newsletter Updates and Information 10/19/201020The
Keeley Group - Northland Foundation
Slide 21
Planned Giving, Bequests Major Gifts Individual Donors Event,
Occasional Gifts 10/19/201021The Keeley Group - Northland
Foundation
Slide 22
Donors to Investors Contributions to Investments
10/19/201022The Keeley Group - Northland Foundation
Slide 23
Targeting Individuals Formal Prospecting Informal Prospecting
Who fits the ideal profile? Who are involved in priorities,
programs and projects now? 3-10-20 Lists Build the pyramid from top
down Organize list by capacity and relationship 97/3 Rule
10/19/201023The Keeley Group - Northland Foundation
Slide 24
How To ASK! 10/19/201024The Keeley Group - Northland
Foundation
Slide 25
The Ask Be Prepared To Answer Where does the money go ? Why is
it going there? Who decided that and how did they do it? What do
you want from me and when do you want it? 10/19/201025The Keeley
Group - Northland Foundation
Slide 26
The ASK Simplify the Message Use Powerful Stories Say Dollar
Amount Create Engagement Tool The DECK Pictures and Stories
10/19/201026The Keeley Group - Northland Foundation
Slide 27
The Ask Practice Set A Goal Take Board Leadership Make 5
Presentations Per Month 10/19/201027The Keeley Group - Northland
Foundation
Slide 28
10/19/201028The Keeley Group - Northland Foundation
Slide 29
Get Over It! You Are In Sales 10/19/201029The Keeley Group -
Northland Foundation
Slide 30
The Close Listen Ask them Questions Let Them Ask Questions
Respond to What you Hear not What you Want to Hear Engage Use
Dollar Amount Be Prepared to Take a NO Follow-up 10/19/201030The
Keeley Group - Northland Foundation
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Relationships and Communication 10/19/201031The Keeley Group -
Northland Foundation
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Celebration Thank you Letter Cards Holiday Event Discount and
Tickets Communication Newsletter Email Blast Quarterly Updates
Marketing and Public Relations 10/19/201032The Keeley Group -
Northland Foundation
Slide 33
10/19/2010The Keeley Group - Northland Foundation33
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The Web 60% of donors do research online Online donations going
up but small % of total giving (10%) growing each year Email and
direct mail have some influence (27% and 28%) 74% of nonprofit have
Facebook presence (5391 size of community) 80% commit of staff
person Integrate into fundraising from individuals 10/19/2010The
Keeley Group - Northland Foundation34
Slide 35
The Web Tips Well branded, easy to use web site Email tool that
meets federal laws on spam Send out email and direct mail request
few days before and after Include online giving option in direct
mail Use Web analytics (google analytics) Social media strategy
Build it and they will come does not work Community vs. brochure
10/19/2010The Keeley Group - Northland Foundation35
Slide 36
Online Giving Most online Giving End of Year Humanitarian
Crisis Have to communicate urgency Set a reasonable goal Supporters
reaching out families and friends influence Focus on impact not the
need Share stories Focus on constituent experience Engagement and
involvement Be a donor once a quarter 10/19/2010The Keeley Group -
Northland Foundation36
Slide 37
10/19/201037The Keeley Group - Northland Foundation
Slide 38
Staffing Development Staff Grant writer and Reporting Events
Individual Solicitation Major Gifts Clearly Define the Job,
Expectations, Goals, Timeline 10/19/201038The Keeley Group -
Northland Foundation
Slide 39
Costs Cost (1/3 of amount raised ) Amount Time (Between idea
and receipt of $) Effort 10/19/201039The Keeley Group - Northland
Foundation
Slide 40
Tips Build A Team Takes Time Build Relationships Listening
Communication ongoing Engage It Takes Time 3- 5 years
10/19/201040The Keeley Group - Northland Foundation
Slide 41
Tips The Rule of 3 Avoid Cold Calls Do Your Math how much per
client, per service, per outcome Rule of Thumb: Expect to spend 1/3
of your nonprofit expenses on fundraising 10/19/201041The Keeley
Group - Northland Foundation
Slide 42
Brainstorming Is Not Planning 10/19/2010The Keeley Group -
Northland Foundation42
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Earned Income Fees Selling Product or Service Process
Feasibility Study Target Market Can you make money? What does it
take to start? 10/19/2010The Keeley Group - Northland
Foundation43
Slide 44
Business Plan Description Product/Services Target Market
Competitive Analysis Marketing Strategies Management Financial
Projections 10/19/2010The Keeley Group - Northland
Foundation44
Slide 45
Resources http://www.supportingadvancement.com/revenue/sa
mples/samples.htm http://www.supportingadvancement.com/revenue/sa
mples/samples.htm www.networkforgood.org www.managementhelp.org
10/19/201045The Keeley Group - Northland Foundation