The AAA Way to Fundraising Success: Maximum Involvement, Maximum Results Bank of America Nonprofit Impact Series May 25, 2011 2 - 3 p.m. EDT Kay Sprinkel.

The AAA Way to Fundraising Success:Maximum Involvement, Maximum Results

The AAA Way to Fundraising Success:Maximum Involvement, Maximum Results

Bank of America Nonprofit Impact Series May 25, 20112 - 3 p.m. EDTKay Sprinkel Grace, Presenter

AgendaAgenda

Overview: Maximum involvement, maximum results – a AAA strategy for dynamic fundraisingThe Board’s role in philanthropy, development and fund raisingBoard AAA Rating: Ambassador, Advocate, Asker – survey, grid, monitoring resultsBenefits of the culture of philanthropy and AAASummary and conclusion

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Overview: Maximum Involvement, Maximum Results

Overview: Maximum Involvement, Maximum Results

Gaining maximum engagement from your board: why it is important, what it requiresTapping into volunteer motivationHow to engage your full board in fund and donor developmentAAA as a tool for board recruitment strategyAAA: influence on staff as board becomes more involved

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Tapping Into Your Full Potential: Building A “AAA” Board Team

Tapping Into Your Full Potential: Building A “AAA” Board Team

What it isHow to build one

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Defining a AAA BoardDefining a AAA Board

A board with a AAA Rating is one where every board member is motivated to be an Ambassador, Advocate and/or Asker – tapping into board member motivation and offering assignments drawn from the strategic plan or the development plan that are specific and geared to the board member’s motivation

AAA is a management tool, ensuring follow through by staff and volunteer leaders

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Roles Board Members Play in Maximizing Development Results

Roles Board Members Play in Maximizing Development Results

AmbassadorsMaking friendsBuilding relationships

AdvocatesMaking the case (formal and informal)Key to solid board recruitment

AskersMaking the ask“Front line” fund raisers

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AmbassadorsAmbassadors

A role everyone has to playCritical role in cultivation of prospective donors and stewardship of continuing donor-investorsNeed to be well oriented and coached in the message about your impactMasters of the “elevator speech” (and the “elevator question”)Catalysts for donor-investor renewalBe sure all of your board members are confident Ambassadors

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AdvocatesAdvocatesAt work or in the car pool – these individuals are strategic in their information sharingThey may also advocate for your organization on a more formal basis with government, another organization with which you are partnering or an institutional funder or potential board membersAre informed not only of the case for support, but also are well integrated into your strategic plan and visionAre well coached on desired results of the advocacy and handling objections

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AskersAskersEnjoy askingWell informed, well trained“Matched” with prospective donors (or current donor-investors) for maximum possibility of successTeamed with another board asker or staff leaderStaff organizes the ask so the Asker’s focus can be on the single purpose of getting (or renewing) the giftBenefit from the work of the Ambassadors and Advocates 10

The AAA “Rating”The AAA “Rating”

Some board members will do it all Most board members excel at one or twoMotivation is increased when board members are allowed to choose tasks that draw on their skills and are in their “confidence zone”The AAA program on boards engages each member in a role that contributes to your organization’s advancement and helps them feel respected and engagedAs motivation increases, you will find board members moving among the roles – even to Asker!

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Tools to Build AAA ConfidenceTools to Build AAA Confidence

Training and coachingStaff and board leadership support, feedback and encouragementA “tool kit” – including (but not limited to) fact sheet, elevator speech/question, stories from your organization, objections/responses they may confront, financial statements, staff and board lists with annotation, organizational funding priorities, etc.

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Setting Up a AAA Board ProgramSetting Up a AAA Board Program

Review of surveyReview of summary grid

SAMPLE BOARD MEMBER SURVEYSAMPLE BOARD MEMBER SURVEY

Please review the following roles and identify () how you will be involved in fundraising as an Ambassador, Advocate and/or Asker. You may select all that apply to you. In making your selection(s), assume that you will be provided training, materials and support to fulfill your role(s). Thank you for completing and returning this survey.

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I WILL BE AN AMBASSADOR 

As an Ambassador, I will: Identify and cultivate those in my circle of friends/colleagues who would be interested in supporting our programs.Host a private cultivation or donor recognition gathering (at my home/at a public venue/at the organization).Take (#) of people to lunch each quarter. Invite my best prospects to be my guests at appropriate functions, special tours, lectures, etc. Help to steward relationships with our prospects and donors through writing notes, participating in Thankathons, hosting donor events, etc.Other: __________________________________

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I WILL BE AN ADVOCATE

As an Advocate, I will:Represent the organization at public functions (as an attendee/as a speaker)Become part of a speaker’s bureau if askedMake phone calls to appropriate city or other officials when asked.Work with staff to create and engage in specific strategies to present the case to my best prospects or those identified by staff. (Arrange information sessions with your contacts who are individual, corporate, or foundation prospects.)•Other: __________________________________________________________________________________________________________

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I WILL BE AN ASKER

As an Asker, I will:(Lead/Participate in) requests to potential and renewing donors for investment in the organizationGenerate and sign letters asking for appointments or gifts.Make follow up phone calls to solicitation letters and/or visits.Seek sponsorships for special events and/or promote table purchase by my friends and colleagues.Other: ________________________________Please provide your comments or other ideas for getting involved:

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Measuring AAA EffectivenessMeasuring AAA EffectivenessNumber of contacts Ambassadors make – and tell you about! Create an easy way to relay information to your prospect files.Success of Advocacy: whatever the task assigned, was it accomplished and did it have the desired results?Success of the Asker is the easiest to measureAll three need to be honored: SOS

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Think About Your Board:Open for Your InputThink About Your Board:Open for Your Input

What roles are board members playing?How does AAA fit with your boards? Staffs?Obstacles and opportunities for AAA

Comments and questions

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Tapping Into Your Full Potential: Creating a Culture of Philanthropy

Tapping Into Your Full Potential: Creating a Culture of Philanthropy

The principles that guide philanthropyThe values base of all philanthropy

To Build a Culture of Philanthropy, Rely on These Proven Principles

To Build a Culture of Philanthropy, Rely on These Proven Principles

People give because you meet needs, not because you have needsA gift to your organization is a gift through your organization into the communityAll philanthropy is based in (shared) values and is increasingly about issues and impact, not institutions (it is not about you…)Fundraising is not about money, it is about relationships based on shared values 21

Philanthropy

Based in values

DevelopmentUncovers shared values

Fund Raising

Gives people opportunities to act on their values

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Transactional Bell Curve: Challenge to Creating a CultureTransactional Bell Curve: Challenge to Creating a Culture

High Impact PhilanthropyKay Sprinkel Grace, Alan Wendroff

Transformational Infinity Loop:What a True Culture Can Produce

Transformational Infinity Loop:What a True Culture Can Produce

High Impact PhilanthropyKay Sprinkel Grace, Alan Wendroff

What These TimesRequire of BoardsWhat These TimesRequire of Boards

Constant renewal (term limits, mission connection, involvement in ways that develop confidence and commitment)Increased transparency, accountability, outreach and stewardshipFinding partners who share your values to join youChanges in governance (keeping “the young and the restless” and the “RT’s” on board becomes a challenge)Involvement of all board members in donor and fund development and the culture of philanthropy 25

AAA Roles in Relationship Building and Major Gift Procurement

AAA Roles in Relationship Building and Major Gift Procurement

Through the lens of AAACultivationSolicitationStewardship

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CultivationCultivationAmbassadors and Advocates are critical in the leadership and execution of effective cultivationAmbassadors and Advocates form relationships which may ultimately benefit the organizationCultivation is deliberate, systematic relationship-building and you are important in that processUse the tool kit, systematic cultivation strategies and cultivation calendarUse resources and your intuition to move people you know from cultivation to solicitation to stewardship

Cultivation - 2Cultivation - 2The purpose of cultivation is to build the relationship and uncover shared valuesLook to staff and/or board leadership to inform you about what to listen for and observe so you will know when to shift the prospect over to the solicitation processExpect staff and board leaders to understand, participate in and fund cultivation activitiesYour imagination (and budget) are your only limitations in creating a systematic cultivation process and becoming engaged, confident and enthusiastic Ambassadors and Advocates

SolicitationSolicitationAskers have an easier task because the “other two A’s” have helped build the relationship If you are primarily an Asker, remember these things

It is not about you: it is about the donorTeams of two are most effective (an Ambassador or Advocate may be happy to come along – or a staff member serving the program)Master an asking process that will frame your time and message Be adept at anticipating and handling objectionsClose appropriately based on the outcome of the ask (yes, no, maybe)

After the Ask: The Critical Role of Stewardship

After the Ask: The Critical Role of Stewardship

Fundraising is not about money, it is about relationshipsThe goal is not just to bring in money: it is to engage long-term investors who will grow with us Social investments are made because the investor wants a result: the foundation brokers the gift, but the results happen throughout the medical centerThe entire staff is part of the stewardship team

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Stewardship Cycle: Where are You Involving Board Members?

Stewardship Cycle: Where are You Involving Board Members?

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Levels of StewardshipLevels of Stewardship

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Key Data for Stewardship:

Why Donors Stop Giving

Key Data for Stewardship:

Why Donors Stop Giving(From B/A US Trust Study): In 2007, nearly 38% of donors stopped supporting organizations they had previously supported, and 26% stopped supporting at least two organizations they had previously supported.The principal reason they gave for stopping their support was:

No longer felt personally connected 57%As a board member, you can be a AAA connector

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What AAA Organizations ReportWhat AAA Organizations Report

Non-board volunteers are more engaged and major gifts committees (e.g.) are using the modelStaff members are very keen on being Ambassadors and Advocates – and many are making great Askers on team callsAAA has been integrated into job descriptions and recruitment matricesConfidence has zoomed among some volunteers

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AAA: Meeting the Financial Challenges We Face

AAA: Meeting the Financial Challenges We FaceEven in recovery from volatility or economic shrinkage, donor-investors suffer from “psychic poverty” – you must focus on relationships and the return on social investmentDon’t change your messages to ones of financial crisis and need: instead, emphasize both investment portfoliosEmphasize how philanthropy comes from abundance and also creates abundance

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Meeting the Challenge - 2Meeting the Challenge - 2If previously generous donors have faltered in their giving, as a AAA team keep engaging them in your mission – keep them engaged, and when they can give again, it will be to youAsk for information and opportunities for AAA involvement – and use the Internet as the least expensive relationship-building tool you haveIncrease your relationship with ALL donors, not just big donors – be engaged as a full AAA team

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In Closing….Some Thoughts on the Power of AAA

In Closing….Some Thoughts on the Power of AAA

You must get involved to have an impact. No one is impressed with the won-lost record of the referee. John H. Holcomb

Without involvement, there is no commitment. Mark it down, asterisk it, circle it, underline it. Stephen Covey

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Regarding Use of This MaterialRegarding Use of This MaterialThe creator of this material, Kay Sprinkel Grace, is the sole proprietor of the contents of this presentation.AAA was developed in 2002 and is copyrighted through its use in her book, The AAA Way to Fundraising Success, Whit Press, 2009Permission to use all or portions of this presentation may be obtained by contacting her at www.kaygrace.org or [email protected]

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The AAA Way to Fundraising Success:Maximum Involvement, Maximum Results

The AAA Way to Fundraising Success:Maximum Involvement, Maximum Results

Bank of America Nonprofit Impact Series Kay Sprinkel Grace, [email protected]