Post on 06-May-2015
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Political FrameworkGrassroots organizations should be “owned” by the
grassroots communities they serve. Ownership means that the community provides significant support to the organization. This means that support comes from diverse sources, and that it takes the form of monetary and other contributions.
Social Change requires more than “ownership” of community organizations. It requires changing the root causes for disenfranchisement, marginalization and poverty.
Who Gives$241 Billion in 2002*
Individuals $184 76%
Bequests $18 8%
Foundations $27 11%
Corporations $12 5%
* Source: Giving USA
Who Gets
Religion $84 35%
Education $32 13%
Health $19 8%
Human Services $19 8%
Arts/Culture $12 5%
Public/Society Benefit $12 5%
Environment $7 3%
International Affairs $5 2%
Unallocated $30 13%
Foundations $22 9%
* Source: Giving USA
Myths of FundraisingOnly rich people give:
3 out of 10 people have disposable income, yet 7 of 10 give to charities
85% of money given by individuals is given by households with incomes of $60,000 or less
Households who make $10,000 or less give 5.5% of their income to non-profits, while those who make more than $100,000 give 2.5%
People only give for tax reasons:
80% of people who give to non-profits do not deduct it from their taxes
Only men are big donors:
86% of all personal wealth is controlled by women
61% of all bills are paid by women
Why People Don’t Fundraise
Fundraising Baggage
What is your greatest fear?
What is your earliest memory of money?
Your belief in the cause MUST
overcome your fear of asking!
Sources of Funds
Individual DonorsMembership DrivesPledging ProgramsMail AppealsMajor Gift CampaignCanvassingPhone AppealsPayroll DeductionsHouse Parties
GrantsCorporateFoundationsGovernment (Local, State, Federal)National Religious Agencies
Organizational ContributionsHouses of WorshipLocal BusinessCivic GroupsCommunity Organizations
Fees for Service/InformationNewslettersResearch/SurveysTrainingDirectoriesAd Books
Sale of ProductsT-shirtsButtonsCandyCrafts
Special Events/BenefitsInternal EventExternal Sponsor
Small Business
Average Length of Time to Raise MoneyShort-term Money - 3 months:
- Individuals/Major Donors
- Memberships
- Simple Special Events
- Volunteer Canvassing
- Direct Mail
- Neighborhood Businesses
Mid-term Money - 3 to 6 months:
- Local Foundations
- Local Churches
- Larger Special Events
- Service Clubs
- Some National Churches
- Unions
Long-term Money - 6 to 18 months
- National Foundations
- Financial Institutions
- Large Corporations
- Branch Corporations
- National Churches
- Jurisdictional Churches
- Professional Canvass
- Workplace Giving (United Way, Community Shares)
- Business Ventures
Where Do You Get Your Money From?
Source This Year Last Year
Individual Donors
Grants
Organizational Contributions
Fees for service
Sale of product
Special Events
Small business
Manual Page 21
Creating a Development PlanBudget Year
Mail Major donors
Special Events
Grants
FY1999
$23,500 $7,000 $3,800(15 donors)
$5,700 $7,000
FY2000
$33,000 $12,500
4 mailings
Sep: Jill
Dec: Tory
Mar: Andrea
Jun: Jorge
$8,000
Goal: 35
Campaign:April & May
Chair: John & Alfreda
$7,500
Oct: Dance
Chair: Laura
Dec: ad book
Chair: Sarah
$5,000
Research: Bill
Write Proposal: Mary
Submit Proposal: Mary & Bill
Principles of Fundraising Developing a Case
Statement Understanding the
Purpose of Fundraising
Using Strategies Effectively
Diversifying your Fundraising
Case Statement Mission Statement (Why?) Goals (What?) Objectives (How?) History (How Long?) Structure (Who?) Budget (How Much, Who
Pays)
Purpose of Fundraising The purpose of fundraising is?
To raise money To build relationships
Three categories of fundraising strategies
AcquisitionRetentionUpgrade
Fundraising Method Effectiveness
Time In vs. Money Out
Special Events 0%
Direct Mail 2%
Door to Door Canvas 10-15%
Phone Call w/written follow-up 10%
Personalized Letter w/phone call 15%
Personal Phone Call w/letter 25%
Personal Letter w/phone call 40%
Personal Visit by individual or team 50%
Fundraising Diversity
Sources
People
Constituency Circles
Board member involvement in fundraising
Time is Not Money Board Leadership in Fundraising Not Everyone Has to Ask for
Money All the Time Paid Staff Cannot Do It All Sharing the Work and the Power
Principles of Fundraising Developing a Case
Statement Understanding the
Purpose of Fundraising
Using Strategies Effectively
Diversifying your Fundraising
Special Events Why do an event?
VisibilityNew MoneyThank people
Must meet at least two of these reasons
Estimate the costExpect to pay for everything If you cannot afford to lose
everything, do not do eventCost/fundraising ratio
Steps to doing an event Decide on Goals Recruit Planning Committee
Select a Chair Create a Master Task List
Program, ProductionPromotionFundraising
Timeline D-day Evaluate
Plan an Event
What event are you going to do? Which criteria does it meet? How much will it cost? How much will it raise?
TimelineWhen does the planning start?When does the event happen?Who will do the pitch?
Individual Donor Campaigns Outline Prospect
Identification The Process of
Asking Putting together a
Gift Range Chart
Definition of anIndividual Donor Campaign
The process of raising money from
individuals through face-to-face asks
for your organization.
Four steps of an Individual Donor Campaign
Get names of potential donors
Mail letters to these people
Phone call follow-up to set up
meeting
Conduct personal visit
Identifying a Prospect
A -- Ability to Give
B -- Belief in the Cause
C -- Contact to them
Types of Donors
Bring Them In, Keep Them In, Move Them Up
Planned Gifts (Bequests)
Thoughtful Givers (upgrade)
Habitual Givers (retention)
Impulse Givers (acquisition)
Prospects (abc)
Prospect Identification
Name C B A $?1.2.3.4.5.6.7.8.9.10.
Writing a Fundraising Letter Questions
How many pages? What goes into the mailing?
Introductory and Last Paragraphs are the most critical
Use: Plain language Plain font, 12 points or larger Bold type White space Bullets P.S.
Personalize
The Phone Call Conduct in groups Develop lists Develop a rap Role play Keep tally Dealing with message machines Give prizes
Asking for Money
A.S.K.
A -- Attitude
Don’t hear no until they say no
Persistence
Passion
S -- skill
Who is a Prospect
How to Ask for a Gift
How Much to Ask For
K -- knowledge
Familiar with Programs, Budget
How to Ask for Money
The Visit
Smile, Keep Smiling, Say the name of your
organization often
Say your name, the name of the
organization, and your position within the
organization
Describe your program and its effectiveness
Describe your budget
Describe your fundraising strategy
Be aware of your body language
The Ask
- Ask for a specific dollar amount
- Say why you need the money now
- Say the dollar amount that you want again
- STOP TALKING. Smile. Wait for the person
to say yes
- If your prospect has questions, answer them as
briefly as possible. If you don’t know
the answer, tell them you will get back to
them.
- Remind your prospect that you have
given a donation yourself.
- Make arrangements for the payment of the gift
or set a date when you will get back to
the person for their answer
- Send thank you note
- Report the outcome to the office
How Not to Ask for Money
Not asking
Not asking family and friends
Beating around the bush
Being dishonest
Begging, apologizing, or demanding
Not knowing the financial side of your program
Having too low a budget
Understanding giving potential
Calling yourself out after only two strikes
Taking yes for an answer
The Most Common Mistakes
Manual Page 79
50% from 10% of donors
25% from 20%
25% from 70%
Donor Pyramid
$10,000 from 100 donors
Average Gift
Donors Asks Prospects
Total
$500 10 20 40 $5,000
$125 20 40 80 $2,500
$35 70 140+ 280++ $2,500
100 200+ 400+ $10,000
Individual Donor Campaigns Outline Prospect
Identification The Process of
Asking Putting together a
Gift Range Chart
Using Mail to Build Your Base
Direct Mail
Letter Campaigns
Thank You’s
Writing a Fundraising Letter Questions
How many pages? What goes into the mailing?
Introductory and Last Paragraphs are the most critical
Use: Plain language Plain font, 12 points or larger Bold type White space Bullets P.S.
Personalize
Manual Page 31
Creating a Development PlanBudget Year
Mail Major donors
Special Events
Grants
FY1999
$23,500 $7,000 $3,800(15 donors)
$5,700 $7,000
FY2000
$33,000 $12,500
4 mailings
Sep: Jill
Dec: Tory
Mar: Andrea
Jun: Jorge
$8,000
Goal: 35
Campaign:April & May
Chair: John & Alfreda
$7,500
Oct: Dance
Chair: Laura
Dec: ad book
Chair: Sarah
$5,000
Research: Bill
Write Proposal: Mary
Submit Proposal: Mary & Bill
Keys to Successful Fundraising
1. The organization MUST be mission driven
2. The purpose of fundraising is to build relationships
3. Success is in the Asking
4. It is OK for Someone to Say “No”.
5. Fundraising is a volume business
6. You must have a core of people who help raise money
7. You are not begging!
8. Let your passion show!
Questions What will you do when you get back to
the office?
What will you do over the next two weeks?
What will you do over the next two months?
How will you communicate what you learned to others?
Be realistic!
Resources Books
Fundraising for Social Change
Fundraising for the Long Haul
Raise More Money
Selling Social Change without Selling Out
Grassroots Fundraising Journal pamphlets
Getting Major Gifts
The Board of Directors
Como Recaudar Fondos en Su Comunidad
Video tapes
The Grassroots Fundraising Series
GIFT Programs Internship Program Fundraising Action Trainings - FATs Technical Assistance Training for Trainers Research