Div iversif ifyin ing do donors be beyond memb members Association Foundation Group May 12, 2016 Paul Amundsen, MNA, CFRE
Terminol nology c ogy clarificati tion on “Non-member” is anyone who doesn’t pay dues and is outside of the association’s established channels of communication.
A quic ick p poll ll .
Assumptio ions, w we agr agree … … • Mission comes first • Donors are people • People give to what they care about • Members have to care about your mission before they’ll give • Non-members theoretically understand what you do • You know why your current donors give
Are you r read ady t to b bran anch o out? Q ? Questions … … • Who are our logical non-member prospects? • Do they care about our mission? • What specifically do we do that they care about? • What channels exist that allow us to reach them? • Can our outreach efforts improve their impression(s) of our members?
Must ust h haves es Public benefit mission • Solid, ideally growing, member donor • base Clear channel(s) for reaching beyond • membership Realistic, specific goals • Board support, buy-in • Patience •
So Sometim imes w we overlo look t the ‘e ‘eas asy s stuff,’ p par art 1 1 Eventual Adopters Likely Adopters Early Adopters Current Donors
So Sometim imes w we overlo look t the ‘e ‘eas asy s stuff,’ p par art 2 2 High High High Interest/Low Interest/High Capacity Capacity Low High Low Low Interest/Low Interest/High Capacity Capacity Low
A A quick e exampl ample HSHC’s diversification strategy
HSHC’s c s case se Problem • Tooth decay is the most common childhood infection • Decay affects all children, but more prevalent among lower SES populations • Tooth decay can lead to multiple, more serious problems
HSHC’s c s case se What we’re doing • We support dentist-led, community- based initiatives providing dental care to children who cannot afford it • More than 300,000 children have received HSHC-funded care since 2010 • 81 agencies in 29 states, plus DC, have received $4.1 million in HSHC grants and commitments • We will issue at least $500,000 in grants and commitments in 2017
Gran ants an and contributions o on the r ris ise $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 2009 2010 2011 2012 2013 2014 2015 2016 Contributions Grants made Access to Care
Mis Missio ion im impac act o on donor p prospectin ing • Members 40 and older • At least 100 AAPD members have an annual giving capacity of $10,000 or greater Blackbaud Target Analytics • At least 400 AAPD members have an annual giving capacity of $2,000 to $9,999 Blackbaud Target Analytics • Giving patterns suggest increased receptiveness to making major gift commitments during the months of March through June
No Non-membe ber c r cultivati tion on o oppor pportu tuni niti ties • Multi-year grant states • Consistent donors, 5-year consecutive annual giving • PR support • In-office outreach • Moms like you approach
Do Donor d div iversif ificat ation c checkli list Compelling, understandable mission Maximum external focus Strong, growing member giving Clear bridges, channels Resources for targeted investment Board support Specific financial goal
Wrap appin ing u up Loose ends and to-dos
Tha hank y you ou Paul Amundsen, MNA, CFRE Vice President for Development and Charitable Programs Healthy Smiles, Healthy Children: The Foundation of the AAPD pamundsen@aapd.org
Resou ource ces • Asking , Jerold Panas • Fund-Raising: Evaluating and Managing the Fund Development Process , James M. Greenfield • Association of Fundraising Professionals, www.afpnet.org • Good to Great and the Social Sectors , Jim Collins • The Axelson Center, www.northpark.edu/centers/axelso n-center-for-nonprofit-management • Nonprofit Essentials Major Gifts , Julia Ingraham Walker • The Chronicle of Philanthropy , www.philanthropy.com • The PreHistory of The Far Side: A 10 th Anniversary Exhibit, Gary Larson • Conducting a Successful Capital Campaign , Kent E. Dove • Principles of Fundraising: Theory and Practice , Wesley E. Lindahl • Forces for Good , Leslie R. Crutchfield and Heather McLeod Grant • Why the Wealthy Give , Francie Ostrower
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