[PDF] - Philanthropy: Its About Love Fundraising is about donors. When you PDF Document

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2013 Chorus America Annual Conference Workshop Presented by Jan F. Brazzell, PhD, ACFRE

Advancement Consulting Helping You Move Your Organization Forward

How to Build Your Organization’s Capacity for Successful Fundraising

Philanthropy: It’s About Love

“Fundraising is about donors. When you help them care enough to give, you help them connect with who they are – or who they aspire to be. You ennoble and empower them. You make their hearts sing.”

~Merkle, www.donorpowerblog.com

Best Love is Mutual and Lasting

“Some singers want the audience to love them. I love the audience.” ~Luciano Pavarotti

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2 Today’s Focus: Growing Philanthropy

Think Fundraising



Gifts from Individuals



Private Grants



Sponsorships



Bequests

Not Sales



Food and Bake Sales



T-shirts



CDs



Concert Tickets



Raffles

Some income earning activities involve a bit of both

Introductions

 About Me  About You

 Name, Role, Organization, Location  What You Hope to Take Home from

this Workshop

About Your Own Philanthropy

 Think about the most recent charitable

gift you made?

 Why did you say “yes?”

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3 Why People Give

Top Three Deciding Factors:

 Trust (82%)  Impact in one’s community (78%).  Personal relationships (75%)

Other Deciding Factors:

 Ease and convenience (68%)  Involvement (59%)

Source: Cone Communications (2007)

The Work of Fundraising

 Find people who want the world to

benefit from what you do

 Show these people how your

rganization can help them realize

their vision

 Make it as easy as possible for people

to say “yes” to you

 Earn your donors’ trust and build

lasting, loving relationships with them

Today’s Agenda

1. Examine Your Organization … from

Mars

2. Review Your Business Model
3. Understand the Fundraising Process
4. Develop a Cost-Effective Fundraising

Program

5. Build a Culture of Philanthropy

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4 Step 1: Examine Your Organization

What makes your organization special?

 Mission  Purpose  Impact  Niche  Critical Needs Met

Who Cares?

INTEREST GROUP WHY? Management / Staff Choir Members Parents/Families Alumni Board Members

Step 2: Review Your Business Model

 Trends and Projections

 Income by Source  Expenses by Program / Area

 What’s Growing?  What’s Shrinking?  Can You Find Benchmark

Comparisons?

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5 Sample Sources of Income

 Dues / Fees  Charitable Gifts



Individuals



Private grants



Sponsorships



Bequests

 Government

Contracts

 Sales



Concert tickets



Gala event / raffle tickets



Income from donated products (e.g. auction items, bake sales, etc.)



Product sales (e.g. CDs, t-shirts, etc.)

Sample Expense Categories

 Artistic Development /

Education



Salaries and benefits



Direct costs

 Administration /

Management



Salaries and benefits



Direct costs

 Fundraising /

Events



Salaries and benefits



Direct costs

 Performances



Salaries and benefits



Direct costs

Think Through Your Options

 How much more money do you need?  Is more fundraising really the best /

nly answer?

 What would happen if you increased

fees/dues?

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6 Growing Your Revenues

Evidence from Bridgespan Group Study

High Growth Nonprofits:

 Developed one concentrated source

f funding.

 Found a “natural match” to their

mission and beneficiaries.

 Built a professional organization and

structure around their chosen model.

Step 3: Understand the Fundraising Process

 Development  Relationship

Building

 Philanthropy  Begging  Arm-twisting  One-shot

propositions.

 Tests

Fundraising Asking for Money

The 95 to 5 Rule

Donors Dollars

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7 All Levels Matter Over Time

Donors Dollars

A Never-Ending Process

Donors Dollars

The Fundraising Cycle It’s All About Relationship-Building

Identified Informed Interested Involved Invested Impassioned

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8 Identifying Your Prospects

 Capacity  Linkage  Inclination

Your Circles of Influence

Major Donors Management Staff Board Henry Rosso, The Principles, Techniques of Fundraising: Student Workbook

Ways You Can Identify

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? IDENTIFIED

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9 Informing Your Prospects

 Mission and Services  Organizational Initiatives and

Accomplishments

 Community Impact  Benefits  Thank You!

… but there’s so much to say!

NO What do I want to say? YES What does my audience want to hear?

Source: Tom Ahern and Jeff Brooks

It’s NOT about you and your wonderful organization

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10 It’s what your donor can achieve

Source: Gail Perry, Fired Up Fundraising, “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.”

Everyone Can Be A Hero Share Small, Frequent Bits of Exciting Information

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11 Ways Your Can Inform

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INFORMED

Interesting Your Prospects

 Areas of Fascination/Curiosity  Questions and Concerns  Desires for Involvement

An informed prospect knows what you do. An interested prospect wants to learn more and share the news.

Indulge Your Prospects

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12 Make it Easy to Share Ways You Can Interest People

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INTERESTED

Involving Your Prospects

 Personal Experience with Mission and

Programs

 “Familial,” “Insider” Ties  Partnership

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13 “We Give Our Money Where We Give Our Time”

Bank of America, High Net Worth Philanthropy Study, 2012

Areas Ripe for Involvement

 Performances

 Attend, Participate, Judge, Set-Up

 Governance  Event Production  Fundraising

Ways You Can Involve

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? Involve

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14 Inviting Your Prospects to Invest

 Show Appreciation  Invite Them to Join You  Convey Impact  Continue the Cycle

Targeted Approaches Work Best

 Individual Donors

 Current, Lapsed, Prospective  Annual, Major  Interests, Age Group, Connection

 Sponsors

 Current, Lapsed, Prospective  Type of Business / Organization

Solicitation Methods

 Personal is always best  Traditional  Emerging

Engagement is Key!!

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15 Great Advice from Tom Ahern “Fundraising communications try to convince readers that donors are wonderful.”

Tom Ahern, Ahern Communications, Ink. http://aherncomm.com

Example: A Clever Social Media Strategy

Central Ohio Symphony Campaign

Source: Gail Perry, Fired Up Fundraising, “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.” Source: Gail Perry, Fired Up Fundraising, “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.”

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“Standley” Facebook Campaign Central Ohio Symphony

Source: Gail Perry, Fired Up Fundraising, “Top 10 Major Donor Trends for 2013 and What to Do About Them,” AFP International Conference, 2013.”

Hybrid Approaches

 Singing Cards

(e.g. Valentines

r Christmas)

 Flash Mobs  Movie Nights  Choir Camps  Collaborative

Fundraising

Vermont Women's Fund joins forces with renowned Women's Chorus for fundraising concert

Ways to Win Investments

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? INVESTED

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17 Developing Impassioned Donors Through Stewardship

 Care  Responsibility  Respect  Knowledge

Stewardship is giving love

Michael Maud, “On Love,” Fundraising Management, 1998, drawing from The Art of Loving by Eric Fromm.

What Donors Want

 Timely Acknowledgement  Gifts Used as Intended  Desired Impact  Mutual Control of the Relationship

Ways to Nurture Passion

OUTCOME RELATIONSHIP-BUILDING ACTIVITIES WHO CAN HELP? IMPASSIONED

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18 Sustaining the Relationship

Identified Informed Interested Involved Invested Impassioned

Step 4: Developing a Cost- Effective Fundraising Program

SAMPLE ORGANIZATIONAL DEVELOPMENT ACTIVITY TIMELINE 2014 Activity Target Group

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Concerts/Performances Stewardship Activities to Impassion Major Donors  Grant Makers Board  Employees  Annual Donors  Sponsors Ad Buyers Communications to Inform / Interest Annual Giving Appeals Annual Board Appeal Board Annual Employees Appeal Employees Renewal/Upgrade Appeal Last Year's Donors Lapsed Donor Appeal Lapsed Donors Donor Acquisition Appeal Prospective Donors Sponsorship Renewal Appeal Last Year's Sponsors New Sponsor Appeal Prospective Sponsors Fundraising Events Event name 1 Event name 2 Event name 3 Grant Proposals Major/Planned Giving Activities Hosted Gatherings Proposals

Planning Strategically

 Resources Available  Best ROI

 Short Term  Long Term

 Importance of Donor Retention

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19 Step 5: Building a Culture of Philanthropy

 Executives, Staff and Board Engaged

as Fundraising Ambassadors

 Fund Development and Philanthropy

Understood and Valued

 Development Officer Integrally

Involved in Organization Leadership and Planning

Compass Point, Underdeveloped: A National Study of Challenge Facing Nonprofit Fundraising, 2013.

Essential Fundraising Capacity

 Human Resources  Technology  Fund Development Systems

It Takes a Village …

CEO Staff Board Volunteer

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