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Mission -> Message > Make it Happen

We live

in a broken

world

We live in a broken world

The world

needs us

The world

is filled with

people

we can

help

If we are going to change

the world, we must get going

If we are going lift

others up,

we can’t

do it

alone

Bold Leading Introduction

Dave Sena & Rob Swiers

Dave Sena

● Executive Director for 13 years

● Grew donations from $250k/year to over $2M

● How can I make fundraising simple?

● Started Bold Leading in 2015

I love nonprofits. I love people who are

helping people in their local community

move forward and gain opportunities.

Rob Swiers From New Life Center

● Executive Director at New Life Center

● Employee since 2010, director since 2013

● Responsible for overall health of the organization

● Prior leadership roles at Hospice of Red River

Valley and Ronald McDonald House

Session Overview

Mission > Message > Make It Happen

Track: Fundraising

● The work and impact of nonprofits is complex. This can be overwhelming for nonprofits, especially in

an era where great storytelling is becoming more and more of a defining quality of successful

nonprofits. This session busts through what feels like a mountain to climb and into a simple process

that can be drafted during the session. Nonprofits are story-makers. Every day they interact, influence

and impact people. They will learn how to not only tell a great story but make it easy for others to

share their story. The session will help attendees understand how to tell a story so people are

intrigued to give and volunteer. Each attendee will understand when to ask and what to ask. They

will also learn what tools they need to engage and equip their followers to share their story well.

● Dave Sena, lead strategist, Bold Leading; and Rob Swiers, executive director, New Life Center

If we are going to

do this, it might get

a bit messy

Bold Organizations

Building a Bold Organization

Bold Mission

Stakeholder/Owner Input

Bold Identity

Bold Story Bold Action

MissionYour Why

MessageYour Story

Make it HappenYour Action

Bold -> Mission

Worksheet

___________Programs

___________ ___________ ___________List programs/projects

Pgm A Pgm B Pgm C Pgm D

Worksheet

___________Programs


_________Purpose

List impact of programs

Pgm A Pgm B Pgm C Pgm D

Purpose_________Purpose_________Purpose_________Purpose

Worksheet

___________Programs


_________Purpose


People

List who You help

Pgm A Pgm A Pgm A Pgm A

Purpose

Person_________ _________

_________Purpose_________Purpose_________Purpose

Person

Worksheet

___________Programs


_________Purpose


People

List who You help


Purpose

Person_________ _________

_________Purpose_________Purpose_________Purpose

Person

Passion________Passion

Why do you love the organization?

We don’t want our

donors to be

puzzled

Bold -> Message

We want them to

get the big picture

Key Messages

___________

Programs

List programs/projects

___________ ___________ ___________

_______ ________ _______ _________

Person

Purpose


People

List who you help


Purpose Purpose Purpose Purpose

Person___________ ___________

___________PassionPassion


Explain the Specifics

Impact or Purpose

1 Bold Statement

1 Recent Story, 1 Founding Story

Key Messages

___________

Programs


___________ ___________ ___________

_______ ________ _______ _________

Person

Purpose


People

List who you help



Person___________ ___________




Impact or Purpose

1 Bold Statement


How

Why

Who

What

Key Messages

This is How

To have an Impact

To help People

Our Passion isMinimum Time

More Time

Where we share

___________

Programs


___________ ___________ ___________

_______ ________ _______ _________

Impact

People

List who you help

Purpose



Person Person Person Person

Impact___________ ___________

___________Passion

Passion


Grants - XL Gifts

Appeals - Visits

Events - Social

Everywhere - Everyone

One Grid - Shortcut

I love the organization

because...

A recent story that

impacted me...

How You can help... By The way, you are invited to…(event,volunteer)

Bold -> Make it Happen

Giving Paths

Giving Path

The path a donor travels to gain the greatest joy through their philanthropy.

Bold Statement

Giving Paths

● Everywhere● Small Briefings● Events● Appeal Letters● Donor Visits

Giving Paths

● Everywhere● Small Briefings● Events● Appeal Letters● Donor Visits

Organization’s

Needs

One-Way Communication

Giving Paths

● Everywhere● Small Briefings● Events● Appeal Letters● Donor VisitsDonor’s Desire

to Give Two-Way Communication

EverywhereOrganization’s

Needs


Sophisticated Card

Basic Card

● Usually to a large

audience

● Your attention is

divided, not much

personal interaction

with individual guests

● One Single, Low-

Level Ask

Small Briefings

Donor’s Desire

to Give

Two-Way Communication

Fund/Project Sheet

● 2-5 couples or Small

Club


divided, some

interaction with

individual guests

● One Goal or Project

EventOrganization’s

Needs


Event● Usually to a large

audience


divided, not much

personal interaction

with individual guests

● One Single, Low-

Level Ask

Event

● Share real life Stories

● Give people an opportunity

to feel the problem

● Give people an opportunity

to provide a simple and

effective solution

Event

● Should outline no more

than two giving levels

● Offer an “other”

● Use to filter for candidates

for additional engagement

Appeal LetterOrganization’s

Needs


Appeal Letter

● To a specific person

● Modify 1st paragraph

● Top 100 donors

Appeal Letter

● Needs to fit in #9

Envelope

● #9 Envelope needs to

fit in #10

Donor VisitDonor’s Desire

to Give

Two-Way Communication

Donor Visit

● Usually 1 on 1

● All your attention is

focused on ONE

donor for about 1

hour

● Much more personal

Cultivation: Share a Story Card

1st Step:

Share the impact of what you do.

1st Decision:

Ask for a donation or say thank you.

Wrapping it Up

Giving Path

The path a donor travels to gain the greatest joy through their philanthropy

We want them to

get the big picture.

Key Messages

___________

Programs


___________ ___________ ___________

_______ ________ _______ _________

Person

Purpose


People

List who you help



Person___________ ___________




Impact or Purpose

1 Bold Statement


We don’t want our

donors to be

puzzled

Key Messages

___________

Programs


___________ ___________ ___________

_______ ________ _______ _________

Person

Purpose


People

List who you help



Person___________ ___________




Impact or Purpose

1 Bold Statement


How

Why

Who

What

Key Messages

This is How

To have an Impact

To help People

Our Passion isMinimum Time

More Time

Keep it Simple

I love the organization

because...

A recent story that

impacted me...

How You can help... By The way, you are invited to…(event,volunteer)

We will

help a

broken

world

We live in a broken world

Because we

invited

others to

help

Just one

person

We joined together to lift

them up

Thank

you

Bold -> Message

Extras

Donor Visit● Introduce Case for

Support

● Making an emotional

appeal that should be

driven by something

you’ve learned about this

particular donor

● Ability to ask for specific

and/or larger gifts

Donor Visit

● The Response Device

should record what has

been decided

● Should not be a menu

for what they can

choose

● Carbonless Copy

Sample Giving Chart

1 on 1 donor

meetings are a

great place to

review a giving

chart, but only

AFTER a specific

ask has been

made and not

accepted.

Sample Gift Calculator

1 on 1 donor

meetings are a

great place to

review a giving

chart, but only

AFTER a specific

ask has been

made and not

accepted.

Bold Funding

Development Department Overview

System Focused

Development Roles

Strategy & Brand DrivenSchedule, Staffing & Results

Manage Gatherings

Speak Publicly

Manage Print & Digital Communications

Story DrivenDirect Mail & Content Creation

Audience DrivenSocial Media, Website & Email

Lead Development Person

Manage Donor ProgramsManage Donor Data Connect with Key Donors

Manage Volunteers

Schedule DrivenAnnual Events

Data DrivenData Integrity & Receipting

Process DrivenDonor Programs & Identification

Service DrivenVolunteer Recruiting & Hosting

Donor DrivenAssign and Manage Caseloads

Community DrivenSpeakers’ Bureau & Tours

Group Focused

Donor Focused

Connect with Key Groups

Community DrivenBusinesses, Churches, 3rd Party Events

Story/Schedule Focused

Bold Funding

Campaign Milestones & Momentum (YRS)

Private PhaseBuild Momentum and Complete Project

Public PhaseLeverage Momentum for Continued Funding

Assess PlanKey DonorMeetings

Roll Call(Feasibility

Study)

XL-Gifts

Direct Marketing Direct Marketing (donors)

L-Gifts

Plan Initiate Implement Celebrate

(Top 50)

Key Staff

Candidate List (Top 100) (Top 200) (Top 300+)

Committee Mass MarketingCommittee(s)

Donor Briefings

M-Gifts S-Gifts

Six Month Fundraising Calendar

Private ActivitiesBuild Relationships and Opportunities

Public ActivitiesBuild Atmosphere for acquisition and major giving

Assess Plan

Key Donor Meetings

XL-Gifts

Direct Marketing (donors)

XL & L

Plan Implement Celebrate

Best 25 Names per week

Candidate List

75 connections per major gift officer

M-Gifts

S-Gifts

EventsKey Donor Meetings

Connection List

Caseload List

50-75 select donors

L-Gifts

XL & LS & M M & L

Annual Fund Capital Campaign

Acquisition -> Cultivation -> Investment Investment -> Cultivation -> Acquisition

Annual v Campaign Funding

Story is designed for the masses

then developed for the few

Story is designed for the few and

then developed for the masses

Gift Size Overview

● Small Gifts are solicited through Mass Medium ○ Direct Mail, Email, Events

● Medium Gifts are solicited through Custom Donor Interactions ○ Sponsorships, Sustained Giving Program

● Large Gifts Gifts are solicited through Customized Projects/Programs ○ Mini Campaigns, Special Projects, Capital Campaigns

● (X) Large Gifts are solicited through Customized Donor Investments ○ Capital Campaigns, Wills, Bequests, Assets

Donor and Gift Cultivation

● (S)mall Gifts are solicited through Mass Medium ○ Direct Mail, Email, Events

● (M)edium Gifts are solicited through Donor Connections

○ Sponsorships, Sustained Giving

● (L)arge Gifts are solicited through Customized Projects/Programs

○ Mini Campaigns, Special Projects, Capital Campaigns

● (XL)arge Gifts are solicited through Customized Donor Investments

○ Capital Campaigns, Wills, Bequests, Assets

Personnel Needed for Cultivation

Result Activity Personnel Responsible

Communications ManagerSpecial Events Manager$0 - $500

Development Officer$500 - $5,000

Executive DirectorDevelopment Officer$5,000+

Executive DirectorDevelopment Officer$50,000+

● (S)mall

● (M)edium

● (L)arge

● (XL)arge

Frequency of Gifts

Result Activity Size of Gift

Impulse$0 - $500

Interest$500 - $5,000

Investment$5,000+

Investment$50,000+

How Frequent

ImpulseOften

Interest1- 4 times a year

Investment1-4 times a year

Investment1-4 times a lifetime

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