Fundraising 101 prepared for Sustainable Sanctuary Coalition by Richard M. Potter
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Fundraising 101
prepared for
Sustainable Sanctuary Coalition
by Richard M. Potter
Hierarchy of Giving in USA
Foundations: about 10%
Corporations: about 10%
Bequests: about 5%
Individuals: about 75%
We should ask Bill & Melinda!
Hierarchy of Solicitation
80/20 rule applies
80% of dollars come from 20% of donors
The
Donor
Pyramid
Hierarchy of Solicitation
Resist the “average” fundraising approach
“If we could just get 125 people to give $100, we’d reach our goal!”
Think long term, not just to end of year
Identify the prospect pool
Churches (& individuals)
Corporations & Foundations (& individuals)
Individuals
Who else to they know?
Never presume omniscience!
Determine “ask” level
Hint: this is always easier if you first decide how much
YOU will give!
Housekeeping
Who will manage your Master Database?
Establish post-solicitation procedures
Tracking pledges & reminders
Where to send checks?
Thank you letters (acknowledgments)
Remember to think long term.
Making the Appointment
Reserve time to make calls
Determine how many calls you will make
Clear your desk
Have supplies ready
The Goal
Make the appointment
Don’t try to close the deal
Be brief and to the point
The Phone Call
Identify yourself and Sustainable Sanctuary Coalition
Explain 2 for 1 match & deadline
Why is this important?
The Phone Call
“Would you be available to meet for coffee this week, or would next week be better?”
Open-ended, directive questions
Determine date, time, location
Record details to take with you
Making the Ask
Be prepared
Determine how much you will give
It’s always easier to ask someone else to give to a cause that you already support.
Making the Ask
Be prepared
Know your case for support
People want to know the projected outcome. How will the world be a better
place if I give to this project?
Making the Ask
Be prepared
Communicate a sense of urgency
Every dollar we raise by 11/30 will be matched 2 for 1 up to $25,000, for a total
of $37,500. This will fund our entire program for the 2011 calendar year.
Making the Ask
Be prepared
Ask for a specific amount
Would you consider a gift
in the range of $1000?
Making the Ask
Wait for a response
Take a sip of your beverage
Learn to love the awkward silence
Give them time to consider the request
Making the Ask
Deferred decision
Leave a pledge card
Should I get back with you next week,
or would the following week be better?
Making the Ask
If you get a “yes”
Say “Thank you!”
Complete pledge form
Ask if they want to write the check now
Offer to send a reminder
Say “Thanks again!”
Making the Ask
If you get a “no”
“Thank you for your time.”
Remember, “No” does not mean “No, never”
(Think long term)
Offer to provide future communications
Say “Thanks again!”
After the appointment
Record notes for follow up
Follow established procedures for checks, pledges, and reminders
Don’t hesitate to ask for help!
Richard M. Potter writing & communications
3630 N Walnut St, Kansas City MO 64116
phone (816) 456-5312
email [email protected]
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