Stop Fundraising! Selling Impact to Stakeholders, Rather Than - - PowerPoint PPT Presentation

Stop Fundraising! Selling Impact to Stakeholders, Rather Than Begging for Charity

Presented by: Lauren Calzada – Trinity Habitat for Humanity

Lone Star Summit 2015 August 2-5, 2015

This workshop places concepts from The End of Fundraising into a Habitat context.

To learn more directly from the author, participants are encouraged to purchase the book or borrow it from your local library.

Lone Star Summit 2015 August 2-5, 2015

How do we stop FUNDRAISING?

• Identify Habitat’s impact
• Discover who needs Habitat
• Understand why they need Habitat
• Clearly define what Habitat has to offer to

meet their needs.

Lone Star Summit 2015 August 2-5, 2015

How do we identify Habitat’s impact?

• Why do YOU love Habitat?
• Social impact of Habitat
• What makes Habitat different?
• Effect of Habitat

Lone Star Summit 2015 August 2-5, 2015

Why do YOU LOVE Habitat?

• If you don’t know,

STOP and figure it out!

• What’s YOUR why?
• It is much easier to

“sell” a mission you believe in!

Lone Star Summit 2015 August 2-5, 2015

Why do YOU LOVE Habitat?

Habitat Transforms Lives

The houses we build are the vehicles that make change possible.

Lone Star Summit 2015 August 2-5, 2015

Why do YOU LOVE Habitat?

• Habitat not only “talks the talk” but they “walk the

walk” –We are a Christian organization in mission and work culture

• Habitat provides opportunity
• Habitat creates wealth
• Habitat strengthens families Strengthens

neighborhoods Strengthens communities Strengthens cities

• Hand up not a hand out

Lone Star Summit 2015 August 2-5, 2015

Why do YOU LOVE Habitat?

• Brings stability

to families

• Sustainable
• Life-long Impact

Lone Star Summit 2015 August 2-5, 2015

What is Social Impact?

• Impact is the long-term sustainable change attributable to a

specific activity.

• Social Impact includes changes in physical and mental health,

quality of life, and attitudes or behavior.

• -Source: The Foundation Center
• Social Impact – The effect of an activity on the social fabric of

the community and well-being of the individuals and families.

• -Source: The Business Dictionary

Our nonprofit “product” is IMPACT

Lone Star Summit 2015 August 2-5, 2015

Habitat’s Social Impact CHILDREN

WHEN COMPARED TO RENTERS (OF THE SAME AGE, INCOME , RACE, ETC)

• Less likely to be involved in a teen

pregnancy

• More likely to graduate from

college

• Less likely to be idle at age 20
• Less likely to be on welfare
• Higher earners in adulthood

Lone Star Summit 2015 August 2-5, 2015

Habitat’s Social Impact FAMILIES

WHEN COMPARED TO RENTERS (OF THE SAME AGE, INCOME , RACE, ETC)

• Less likely to have substance

abuse issues

• More likely to attend church
• Less likely to join school PTA
• Creating equity in their home

(wealth)

Lone Star Summit 2015 August 2-5, 2015

Habitat’s Social Impact

NEIGHBORHOODS

WHEN COMPARED TO RENTERS (OF THE SAME AGE, INCOME , RACE, ETC)

• Decreased crime
• Increased property values and

improved homes

• Increased community

involvement

• Neighbors who live 4 times longer

in a community

Lone Star Summit 2015 August 2-5, 2015

What makes Habitat different?

Lone Star Summit 2015 August 2-5, 2015

Hands-on Volunteer Experience

• Networking opportunity – utilize

a Habitat build like a day at the golf course

• Team building opportunity
• Connects volunteers to Habitat’s

mission

82% of executives surveyed said good corporate citizenship helps the bottom line and 52% said corporate citizenship is part of their business strategy, according to a study by the Center for Corporate Citizenship at Boston College.

Lone Star Summit 2015 August 2-5, 2015

Hands-on Volunteer Experience

Lone Star Summit 2015 August 2-5, 2015

“The Habitat advantage is that

you see tangible results right away in the houses being built, and you get to be part of the

• solution. Habitat delivers a local
• impact. It's not like giving your

dollars away and who knows where they go. You can physically touch and see something at the local level."

Jeffrey Parkhurst, managing director

• f brand valuation at Interbrand

Brand Value

A solid brand identity:

• tells an important story
• sets expectations
• gains attention
• fosters relationships
• helps ensure long-term

survival

The Cone Nonprofit Power Brand 100

Lone Star Summit 2015 August 2-5, 2015

Brand Value

Habitat’s brand is #4 valued at 1.8 billion

The Cone Nonprofit Power Brand 100

• The for-profits are thirsting for connections with strong nonprofit brands. The

nonprofits are in large part ignorant of just how much those connections are

• worth. If nonprofits don’t get up to speed on the value of their brands,

they’re going to shortchange themselves (and that’s putting it mildly) in terms of the amount of money and other concessions they can expect or demand from a for-profit in a partnership arrangement. http://www.valuenewsnetwork.com/read-the-magazine/nonprofit-brands- don%E2%80%99t-waste-their-power

Lone Star Summit 2015 August 2-5, 2015

Brand Value

Lone Star Summit 2015 August 2-5, 2015

Effect of Habitat

• Customers
• Church Members
• Employees
• Students

Lone Star Summit 2015 August 2-5, 2015

Effect of Habitat

Effects of Habitat on an Organization BUILDSTRONG Customers/Members:

• 80% of Americans have a more positive image of companies that support

a cause they care about.

• 81% of Americans are likely to switch brands, when price and quality are

equal, to support a cause.

• 66% of Americans report having a greater trust in those companies aligned

with a social issue.

Lone Star Summit 2015 August 2-5, 2015

Effect of Habitat

Effects of Habitat on an Organization BUILDSTRONG Employees/Members:

• Pride increases from 56% to 90%

when their organization has a cause-related program.

• Loyalty jumps from 67% to 87%

when the organization supports a social cause

Lone Star Summit 2015 August 2-5, 2015

Social Capital Market

“-a social capital market – that appreciates the economic value of social change and is willing to pay for it…this marketplace is significantly larger and more robust than the market for philanthropic or psychic benefit dollars. It’s where nonprofits of the future will need to invest their energy in order to survive and thrive.

• -Jason Saul, “The End of Fundraising”

Lone Star Summit 2015 August 2-5, 2015

Social Capital Market

Value-driven investors providing financial tools of significant size and volume as venture philanthropy for nonprofits and social entrepreneurs. Growth capital is provided to scale up organizations with the capital to solve problems.

• - Learn more from SocialVelocity.net

Lone Star Summit 2015 August 2-5, 2015

How do we stop FUNDRAISING?

• Identify Habitat’s impact
• Discover who needs Habitat
• Understand why they need Habitat
• Clearly define what Habitat has to offer to

meet their needs.

Lone Star Summit 2015 August 2-5, 2015

Who Needs Habitat?

Lone Star Summit 2015 August 2-5, 2015

Who Needs Habitat?

• Corporations
• Churches
• Schools/Colleges/Universities
• Contractors/Vendors
• City, County, State
• Upstream “consumers” – i.e. – insurance

companies, home retailers, etc.

Lone Star Summit 2015 August 2-5, 2015

How do you sell Habitat’s impact?

• Don’t push your product – solve the

customer’s problem.

• Selling is about showing prospective partners

how we can address their critical needs create value.

• What NEEDS you can meet, the value you can
• ffer, and why that matters to the people

you’re soliciting.

Lone Star Summit 2015 August 2-5, 2015

How do we stop FUNDRAISING?

• Identify Habitat’s impact
• Discover who needs Habitat
• Understand why they need Habitat
• Clearly define what Habitat has to offer to

meet their needs.

Lone Star Summit 2015 August 2-5, 2015

Why do they need Habitat?

• Find out everything you can about a potential

donor…

• What do they value?
• What are their challenges/needs?
• Who do they serve?
• What do they do?

Lone Star Summit 2015 August 2-5, 2015

Why do they need Habitat?

Questions to answer regarding your customers…

• What is their motivation for being involved in the

community?

• Who do they currently partner with in the community?
• Why did they choose to partner with them?
• What is their community engagement/relations budget?
• Who makes the decisions on who they partner with?
• What will they gain by partnering with Habitat?

Lone Star Summit 2015 August 2-5, 2015

Why do they need Habitat?

• Know what you

have to offer and how it can create value for your customer.

• Once you identify

the impact buyer’s need, you must create the value proposition

Lone Star Summit 2015 August 2-5, 2015

Why do they need Habitat?

Lone Star Summit 2015 August 2-5, 2015

How do we stop FUNDRAISING?

• Identify Habitat’s impact
• Discover who needs Habitat
• Understand why they need Habitat
• Clearly define what Habitat has to
• ffer to meet their needs.

Lone Star Summit 2015 August 2-5, 2015

What Habitat has to offer…

Lone Star Summit 2015 August 2-5, 2015

What Habitat has to offer…

Lone Star Summit 2015 August 2-5, 2015

A believable collection of the most persuasive reasons people should notice you – and your nonprofit -- and take the action requested. “Being the best isn’t enough. People need to believe you are the best option for them.”

• - Learn more from KissMetrics.com

Substantiated & Measurable

What Habitat has to offer…

Lone Star Summit 2015 August 2-5, 2015

“Value propositions are not the same as outcomes. Outcomes are the changes or results produced by your work. Value propositions are the ways in which those changes can benefit an impact buyer. So in effect, a value proposition is what links your

• utcome to the social capital market. It translates

the value or benefits of your work into an attractive proposition for the impact buyer. Value propositions answer the ultimate “so what?” question.”

• -Jason Saul, “The End of Fundraising”

What Habitat has to offer…

Lone Star Summit 2015 August 2-5, 2015

What Habitat has to offer…

Lone Star Summit 2015 August 2-5, 2015

Customer’s Need (challenge or desired goal) What is offered (direct benefit) Value Created: Church: Engage local young adults in the community.

• Triple Play Build Model – TCU/1st Pres

Partnership

• First Pres Fort Worth provides 90% of

the sponsorship and 10% of the volunteer labor

• TCU provides 10% of the sponsorship

and 90% of the volunteer labor.

• Habitat – Another family served!
• Church - Church exposure to non

church member young adults

• A&M – Experience of Habitat and

community involvement with less fundraising pressure.

Corporation: Reestablish ties to local community

• House Sponsorship
• Utilize Habitat volunteer days as

team building

• Utilize Habitat volunteer days to

network

• Habitat – Another family served
• Corporation – Their name is now

tied to Habitat brand. Their logo now appears on Habitat house signs for other vendors to see. They have the opportunity to show prospective vendors community investment.

THANK YOU!!

Lone Star Summit 2015 August 2-5, 2015