FUNDRAISING WORKSHOP October 16, 2014

Andréa Garrison, Jessica Hipchen, Linnea Ionno, and Amy Share

pg. i

Dear Dedicated Board Member,

First of all, I would like to thank you for being a Board Member of Extra Special People (ESP). Our

Board of Directors are the heartbeat of our organization. We depend on your guidance and support to

help fulfill the ESP mission of empowering children with developmental disabilities to cultivate skills, self-

confidence, and relationships through recreational therapy, community involvement, and the arts. With

the support of volunteers and donors, the ESP team gives participants and their families’ acceptance,

hope, and the opportunity to not just survive, but to thrive.

This workshop is designed to help you understand your fiduciary role as a board member and help

you reach your full potential when fundraising for Extra Special People. As a nonprofit organization, we

rely heavily on the support of donors, sponsors and foundations to not only cover operational costs of

ESP, but to run the various services and programs that serve our mission. Helping ESP with fundraising is

your most important role as a member of the Board of Directors.

I hope this workshop is a strong resource to help you become confident in your fundraising skills.

Fundraising may sound intimidating, but all of you have the ability to be successful in this endeavor and

we are here to help you realize these talents you already possess. Your efforts can only benefit ESP and

make us a stronger nonprofit organization. If you have any questions or concerns, please feel free to

contact us.

In service,

Andréa Garrison, Jessica Hipchen, Linnea Ionno, and Amy Share

Executive Directors

LETTER FROM THE EXECUTIVE DIRECTORS

pg. ii

CONTENT PAGE(S) LETTER FROM THE EXECUTIVE DIRECTORS i

FUNDRAISING WORKSHOP AGENDA 1

WHAT IS FUNDRAISING? 2

RESPONSIBILITY OF THE BOARD 3 - 5

The Board Fundraising Menu 4

The Board Member Checklist 5

FEARS & MISCONCEPTIONS OF FUNDRAISING 6 - 9

Fear Identification Exercise 6

SWOT Analysis 7

IDENTIFYING & CULTIVATING PROSPECTS 10 - 15

Webbing Exercise 1 12

Elevator Speech/Public Pitch Worksheet 15

DONOR MOTIVATIONS & MAKING “THE ASK” 16 - 20

Role Play Case – Major Gift Giving 19

Overcoming Objections: What Do I Say Next? 20

THANKING DONORS & STEWARDSHIP 21 - 24

Sample Thank-You Letter 23

FUNDRAISING TOOLBOX 25 - 30

Webbing Exercise 2 25 - 26

Active Listening: What Did You Hear? 27

Six Quick Asks Exercise 28

Asking People for Money 29

Sample Solicitation Letter 30

REFERENCES 31 - 32

TABLE OF CONTENTS

pg. 1

Thank you for attending the monthly board meeting tonight. This was the best time to schedule our

training. This workshop will last for two hours and will help educate and empower you all to recognize

the skills you already have for fundraising. At the end of this training, you will understand the

importance of fundraising and how to do it.

Schedule of Topics

6:00pm – 6:10pm Welcome and Overview of What is Fundraising

6:10pm – 6:20pm Responsibility of the Board (5 min.) Review Board Fundraising Menu and Checklist (5 min.)

6:20pm – 6:50pm Fears & Misconceptions of Fundraising (10 min.) Fear Identification Activity (10 min.) Complete SWOT Analysis (10 min.)

6:50pm – 7:10pm Identifying & Cultivating Prospects (10 min.) Elevator Speech/Public Pitch Exercise (10 min.)

BREAK

7:20pm – 7:45pm Donor Motivations & Making “the ask” (10 min.) Major Gift Role Play (15 min.)

7:45pm – 8:00 pm Thanking Donors & Stewardship (10 min.) Thank You Letter Review (5 min.)

8:00pm – 8:10pm Reviewing Tools and Answering Questions

FUNDRAISING WORKSHOP AGENDA

pg. 2

Fundraising Defined

Fundraising is the process of soliciting and gathering donations of money and other resources to support

an organization (Class Lecture, August 28, 2014). However, fundraising is more than asking for money.

Fundraising is also a cycle that consists of identifying, qualifying and cultivating donors; asking for

donations, thanking donors; and maintaining good stewardship. Fundraising has become an art form

that creates an opportunity for a board member to make a world of difference for a cause they find truly

meaningful.

By supporting our cause with dedicated revenue streams, our organization is able to fulfill its mission

and create a positive change in the community. Fundraising never has an off switch, and as a member of

the board you are not only a representative of ESP, you are a leader. Potential donors and volunteers

will look to you and see how dedicated you are to the cause. If you do not show passion for ESP, others

will not think it is worthy of their time or resources (“Building organizational capacity,” 2009).

While it can seem daunting to ask others for financial support, you have to remember that fundraising

for your organization never ends. You also have to remember how it feels to donate to your favorite

nonprofit. People like to give because it makes them feel good to do it. Everyone in your social,

professional and religious network can become that new donor. By having passion and dedication for

ESP, you are showing them that it is a worthy cause. You became a board member because you care

deeply about this organization and its mission. Now it is time for you to share that love and compassion

for this nonprofit with others.

The Take Away:

Fundraising has become an art to support meaningful causes.

It is a cycle of various actions between you, ESP staff and the donor.

There is no off switch in fundraising.

Anyone you know can become a new donor.

WHAT IS FUNDRAISING?

pg. 3

General Responsibility

As a board member of Extra Special People, you are responsible for making a financial contribution to the extent of your capacity; to solicit contributions from your friends, relatives and colleagues; and to oversee your organization’s fundraising efforts (Lehman & Zimmerman, 2004). Essentially there are certain duties and responsibilities you now have in order to help ESP fulfill its mission, including a financial responsibility. In addition, you may have a specific role on the Board of Directors whether it be taking notes at meetings or planning events. Aside from your role as a board member, you will always have the constant role of being a

representative of ESP. As a representative of ESP, people will look to your level of commitment to the

mission of the organization and see how much time and financial support you are donating towards the

cause. If you are not putting forth the effort, why should someone else who is new to the organization? It

is the responsibility of board members to show why ESP is worthy of another’s time and support. You

must tell a story and create an image of ESP that shows potential donors what we are all about and our

mission that we are trying to achieve.

Three Rules as a Fundraiser

There are three general rules that you and your fellow board member should adhere to as a fundraiser

(Axelrod, pg. 3):

1. Inviting people to introductory events

2. Personally thanking donors for gifts

3. Giving money yourselves

The third rule should occur before any ask occurs. Remember this:

“It’s easy to turn down a professional fundraiser. Their job is to get turned down. But when a

volunteer who is giving their own money to an organization calls and says ‘This is really

important, and I’d like to tell you about it,’ people will usually make time to listen” (Lyons, pg.1).

The Take Away:

As a board member, you have a financial responsibility to help ESP fulfill its mission.

As a representative of ESP, people will look to your level of commitment to the mission of the

organization.

Follow the Three Rules as a Fundraiser, completing the third one first.

Utilize the Board Fundraising Menu (pg. 4) and board member checklist (pg. 5) for other roles

you can engage in.

RESPONSIBILITY OF THE BOARD

pg. 4

The Board Fundraising Menu

In addition to the three rules of fundraising, there are additional roles you should partake in as a board

member. The Board Fundraising Menu below helps to outline these various duties you should keep in mind.

Extra Special People Café Reservations are required!

Before you eat, you must make your own significant gift to ensure ESP’s financial future.

It is also “all-you-can-eat.” You can commit to as many dishes as you want but at least one per category.

Appetizers

Attend events and house parties

Speak at your house of worship or school about ESP

Bring friends to events

Assist with fundraising plans

Identify and cultivate new prospects

Forward e-mails and news clips to friends

Connect friends on Facebook or Twitter with ESP

Main Course

Hold a house party

Make thank you calls

Serve as a donor “testimonial”

Give friends a tour of ESP’s facility

Ask for a gift to ESP for a birthday, wedding, or holiday gift

Increase your annual gift

Recruit new board members with fundraising experience/connections

Dessert

Connect the organization with contacts you have in business or philanthropy

Accompany the executive director or staff on personal solicitation visits

Put ESP in your estate plans

Recruit businesses as sponsors

Lead a group of volunteers to plan a fundraising drive or event

* Concept adapted from Front Range Source “Board Fundraising Menu.” Email Correspondence.

pg. 5

The Board Members Checklist1

Please keep this check list in mind as we continue throughout this workshop. Hopefully by the end of

this workshop you will be able to check everything on this list.

❑ Do I have a clear picture of the mission, priorities, and needs of the organization?

❑ Do I really understand and support the case, why should someone support this organization?

❑ Do I contribute to the extent of my means?

❑ Do I offer additions to the list of prospects?

❑ Do I share in cultivating prospects?

❑ Do I make introductions for others to make solicitations?

❑ Do I accompany others on solicitations?

❑ Do I write follow up and thank you letters?

❑ Am I prepared to make solicitations myself?

❑ Do I do what I say I will do?

While this may seem like a lot of responsibilities, remember that you already perform a lot of these

duties without even realizing it. You already know what ESP is all about and you already talk to people

about us during most of your day-to-day interactions. You are all amazing board members and we

believe in each and every one of you!

1 Peterson, P. (Sept. 8, 2014). Class Lecture Handout.

pg. 6

Fears Identification Exercise

We all know how to ask for things like food or help from a friend but when it comes to asking for money, many people begin to feel scared and nervous. It is normal to have fears in asking but there are ways to overcome these feelings. First we need to identify them and then we can address them. Please take 5-10 minutes to respond to the following questions and then we will discuss them. 1

What makes you nervous or anxious about fundraising?

What other aspects of your lives have created similar feelings? For example dating or asking your boss for a raise, etc.

What strategies did you use to overcome these fears?

Which item on the list is your biggest barrier? How can you overcome this?

1 Kihlstedt A., & Robinson A. (2014). Train Your Board (And Everyone Else) To Raise Money: A Cookbook of Easy-to-Use Fundraising Exercises. MA: Emerson & Church, Publishers.

FEARS & MISCONCEPTIONS OF FUNDRAISING

pg. 7

SWOT Analysis

A Strengths, Weakness, Opportunities and Threats (SWOT) Analysis is a great way to truly understand

your current fundraising strategies before engaging in any type of fundraising. This tool will help you

understand what your strengths and weakness are; take advantage of the opportunities presented to

you; and counteract all threats if possible. Please take 5-10 minutes to fill the chart out individually.

Positive Negative

Inte

rnal

fac

tors

Strengths

Weakness

Exte

rnal

fac

tors

Opportunities

Threats

pg. 8

The Myths of Fundraising Some of your fears are likely influenced by certain myths of fundraising and by dispelling these, you can begin to view the process in a different way. 1. It requires a certain kind of person to be able to fundraise.

The truth is that anyone can be a fundraiser regardless of what kind of personality you have. It is about the work you put into it and the importance you see in this organization. Being able to fundraise just requires you being able to pass your beliefs and outlook on ESP to those you talk to.

2. Fundraising is only about asking for money. Fundraising should be thought of as friendrasing. People do not give to organizations that they have no ties or interest in. But friends are always there to lend a helping hand. Friends are interested in what you are doing and they are willing to help you whether it be through donations, helping out at an event, or spreading awareness to others. Fundraising is about connecting with people and making those connections last. If you raise friends, you will raise money.

3. People do not like being asked for money.

One of the main reasons people give to an organization is because they are asked. The fact that you have chosen them and reached out to them will make them feel important. People will give because it makes them feel good about themselves and your role is to help them realize this.

4. People give to the cause not to the person.

People give to people, not necessarily to the cause. If it was only about the cause, then the donor would make the donation without needing to be asked. They would just send a check in the mail and that would be all. When you make the connection with the person, they are more likely to want to give to you. A person won’t give to someone they don’t like.

5. When asking for a donation, you need to lecture the donor about ESP and provide facts/statistics.

Asking is a conversation. You need to talk with the person and get to know them. Ask them questions like “What do you like about our organization?” While it is important to know facts about ESP, lecturing someone will not help them feel connected to our cause. You can ask whether they have known anyone who has a developmental disability and what their experience has been. This will help them to establish a relationship with you and will allow them to voice their opinions.

6. After the “yes,” there is no more communication.

As we mentioned before, fundraising is about making friends and you do not instantly stop talking to

a friend after they have helped you out. Friends need to be thanked and relationships need to be

maintained over time. The communication does not stop, and can be continued through event

invitations, monthly newsletters, or through update letters.

pg. 9

7. The Ask is the biggest component of fundraising.

As the second myth showed, fundraising is not just about asking for money and equally important, “the

ask” is actually the smallest component of fundraising as the diagram below shows. Identifying,

cultivating, thanking, and stewardship are all larger pieces of the pie. Therefore, we should not feel as

afraid when asking is such a small piece of the whole fundraising process.

The Cycle of Fundraising Allotment2

The Take Away

Feeling afraid and nervous about making the ask is natural and can be overcome with practice

Fundraising is friendraising while building a relationship over time

People give to people and they give when asked

Asking is just one piece to the larger fundraising cycle

2 Laurus Strategies. (2014). The American Giving Landscape. The Pulse. Retrieved from https://laurusnppac.files.wordpress.com/2014/10/cycle-of-fundraising-2014.jpg

pg. 10

Cultivation requires understanding the Cycle of Donor Relations3

2 Front Range Source. The Cycle of Donor Relations. Retrieved from Email Correspondence.

IDENTIFYING & CULTIVATING PROSPECTS

pg. 11

Identifying Prospects

Before we can cultivate we must first identify people who are likely to support our organization. Who do we

know that would likely give to ESP?

The answer to this question can be found by utilizing webbing exercises. These exercises allow you to identify

people you know in and out of your network who can become a potential donor. For example, friends within

your neighborhood, job, school, group, church, or civic club maybe a prospect donor.

The webbing exercises can take some time to complete therefore we will not complete the exercise during

this workshop.

Please look over the webbing exercise on the next page and the webbing exercise in the toolbox section

(pgs. 25-26). We will utilize these in future meetings as we strategize for fundraising.

pg. 12

Webbing Exercise 14

This exercise is help you realize what kind of connections you already have. Identifying potential donors

off the top of your head is not easy and most of us may feel like we do not know anyone who could be a

donor. This worksheet will help you identify possible candidates. The information will be kept

confidential unless given permission.

Your Name:

I/my spouse/kids/parents/siblings/in-laws/friends know someone who might donate generously who…

Type of Contact Name(s)

❑ is a millionaire*

❑ earns $50,000 a year or more

❑ is very generous to charity

❑ bought nonprofit tickets from me/us

❑ was supported by me/us in a fundraising

“thon”

❑ asked me/us to donate to a nonprofit

(and I/we did)

❑ is very religious

❑ belongs to associations or social, sport or

service clubs

❑ is an active volunteer

❑ went to university with me/us/family/

friends

❑ went to school (any level) with me/us

/family/friends

❑ lives (or used to live) near me/us

❑ works with or near me/us

❑ is a business customer

❑ exchanges baby-sitting

❑ car pool

❑ had a meal with me/us

❑ play sports with me/us

❑ go on vacation with or near to me/us

❑ is a friend

❑ did a favor for someone

❑ received a favor from me/us

❑ I/we met (on a plane, at a party, in a

meeting, shopping)

❑ is an accountant

❑ is a doctor

❑ is a dentist

❑ is a farmer

❑ is a lawyer

❑ is a real estate agent

❑ is a pharmacist

❑ owns a business

❑ is a corporate executive

❑ is a retired owner, executive or manager

❑ is new in our community

4 National Alliance on Mental Illness. (2009). Building Organizational Capacity: Funding Your Organization. Retrieved from http://www.nami.org/namiland09/CLDFundraisingToolkit.pdf

pg. 13

Qualifying Prospects

After identifying prospects, the next step is to qualify them. Prioritize prospects by:

1. Interest in our cause

2. Connection to ESP

3. Capacity to give

This step requires doing research into the individual to understand their interests, beliefs, and financial

capacity to support our organization. There are many different types of donors and qualifying them is

important for cultivation and making the ask. The table below describes the different types (Healey, 2006).

The Seven Faces of Philanthropy

Type Percent Description

Communitarians 26% Doing Good Makes Sense

Devouts 21% Doing Good is God’s Will

Investor 15% Doing Good is Good Business

Socialite 11% Doing Good is Fun

Repayers 10% Doing Good in Return

Altruist 9% Doing Good Feels Right

Dynasts 8% Doing Good is a Family Tradition

The Cultivation Process

After identifying and qualifying potential donors, the cultivation process is next. Cultivating prospects is

about creating a relationship with potential donors. There are three steps in cultivation:

1. Informing Prospects

It is important to remember that you, as a board member have a positive impact in cultivation. You are

helping donors to do something that will make them feel good about themselves. It’s important to have

an elevator speech or public pitch ready when informing prospects. The key is to have a simple message

and powerful stories. Give a statistic, but provide a personal story or “face” to accompany the statistic.

Both the statistic and the story will exemplify the needs of our clients (Sullivan, 2013). And remember,

this should be a conversation, not a lecture.

2. Engaging Prospects

Start by building a relationship with the potential donor. Do not start the conversation off by asking for

money. Instead, present the opportunity to make an impact (Lyons).

Invite prospects to tour our facility or attend one of our summer camp classes (Axelrod, 1998).

Have an advice visit: There is a saying, “If you want money, ask for advice.” Talk to prospects and

ask what they think of ESP (Perry, 2008).

pg. 14

Have small socials like a lunch or dessert at your house. You can invite prospects, get to know

them, and give a short talk about your personal involvement with ESP. Make sure to follow-up

with them afterwards.

Invite them to one of our fundraisers so they can get a better idea about our services

3. Inspiring Prospects

After taking the time to engage them, this part should come easily. Help them to feel inspired by all that

we do here at ESP during their visits to the facility. Keep these three ingredients to successful

fundraising in mind during the cultivation and solicitation process (McDonald):

1. Passion. Why are you on this board? What does this organization do that touches your heart?

2. Storytelling: Storytelling is sharing your passion; turn real-life successes into compelling stories.

3. Relationships: Using your network: Talk to everyone you know about this organization (pg. 21).

If you remember each of these ingredients, you will be headed in the right direction of making the ask.

The Take Away

After identifying and prioritizing prospects, have an elevator speech or public pitch ready

Build a relationship with the prospect by inviting them to one of our classes and inspire them

along the way

pg. 15

ESP Elevator Speech or Public Pitch Worksheet5

Having an elevator speech or a public pitch speech handy is a great way to prepare yourself to inform

prospects about who we are, what we do, and how and why we do it. Please take 5 to 10 minutes to

complete the worksheet.

a. Introduce yourself: your name, organization, and your relationship to the organization

b. Explain why the group exists or why you got involved

c. Tell a story that gives a “face” to the problem or issue

d. Give a statistic or fact about the problem or issue

e. Describe what the organization is doing to address the problem

f. Tell the audience what action you’d like them to take

2 Kihlstedt A., & Robinson A. (2014). Train Your Board (And Everyone Else) To Raise Money: A Cookbook of Easy-to-Use Fundraising Exercises. MA: Emerson & Church, Publishers.

pg. 16

Reasons for Giving

Before making the ask, it is important to understand why people give, and there are a variety of reasons why people give to organizations. Donors may believe that those who have more should give to those who have less or that they owe something to the community. They may give simply because they were personally asked to contribute. Some donors feel as if giving is needed to fulfill a religious obligation or belief, or that it is a perfect opportunity for a tax deduction. Another viewpoint would be giving for altruistic vs. self-interest reasons.

Regardless of why they give, the fact is that they do give. Your job as a board member is to take note of why a donor is giving and tailor your “ask” to what would make the donor more likely to agree to give. That may mean that you need to remember not only what the interests of prospective donor are, but also where, when, how, how much, and what context they are willing to give in order to make the ask in the best way possible. Do not think of it as a laundry list, think of it as building a lasting relationship between you, the donor, and ESP. This can be a slow process, but it is worth it! Remember, we are asking people to do something that will make them feel good and benefit the community. Therefore, we should feel liberated when asking for money!

Different Types of Donations

You should also tailor your ask to the type of donation you are seeking, but you should first understand the three categories of giving: planned giving, major giving, and annual giving (McDonald, pg. 17).

Planned Giving

Bequests, insurance, trusts

Major Giving

Large donations from individual donors and foundations for capital giving or

special/major giving

Annual Giving

Membership and annual appeals; first time givers

DONOR MOTIVATIONS & MAKING “THE ASK”

pg. 17

Annual giving makes up the larger percentage of the number of donations while planned giving is the least. Annual giving results in more small donations while major giving and planned giving results in few large donations.

Different Ways to Ask

There are different ways to ask for a donation and depending on the type of donation, different methods should be employed. The most effective form of solicitation is person to person while the least form is media advertising. Think of this ladder as a range of most personal to least personal communication during the solicitation process.

Ladder of Effectiveness

Most Effective

Person to person solicitation Personal letter with phone follow up Personal phone call with follow-up letter Personal letter with no follow up Personal phone call with no follow up Fundraising benefit (event) Impersonal letter, direct mail

Door-to-door Product sales Impersonal phone call (telemarketing) Media advertising Least Effective

In general, ESP tends to rely on methods between impersonal letters and person to person solicitation for our fundraising. Although we do have media advertising for public visibility, we do not rely on it as heavily as an avenue to make an ask. For annual giving, we tend to rely on the least personal methods within our range.

For the purposes of this workshop, we will be focusing on developing solicitation skills for engaging in personal contact with people whether it be through a phone call, letter or in person at a meeting, or at a fundraising event. Although these skills are typically used on major gift and planned giving prospects, these communication skills can be used on anyone interested in making a small donation or annual gift.

Making the “ask” For Major or Planned Gifts

For any major gift or planning giving prospect, there must be a person to person solicitation meeting scheduled. Because these types of gifts are highly influential on ESP’s impact, it is important to know how to properly complete a person to person solicitation.

1. Identifying and qualifying a prospective donor

This requires identifying who has the capacity to give at this higher level, whether they have an

interest in our work, and if we have access to them. Capacity can be determined by the individual’s

assets. The general rule is that a person should have 20x of what you are asking of them.

ESP

Ran

ge

pg. 18

2. Develop a strategy

Use the webbing exercises to figure out who you can ask. Figure out how much money we need for

certain programs/projects like our capital campaign and create a gift range chart. Tailor your public

pitch or elevator speech to the interest of the donor.

3. Cultivate and involve prospects

Your first contact with the prospect will not be to ask for money. Instead you need to research and

learn about the donor. Find out what they like most about us. Follow the above outlines in

cultivation by inviting them to our facility, one of our events, to a summer camp class, etc.

4. Determine the final strategy and decide on who will call

Return to your webbing exercise. Talk with your fellow board members and look for connections. If

one board member’s relationship with a prospect is an employer-employee relationship and

another member knows the prospect as a neighbor, perhaps the member who knows the prospect

as a neighbor should make the ask.

5. Make the “ask” (Kihlstedt & Robinson, pg. 140-141; Lyons, pg. 2):

Call and meet with the person. Whenever possible, the executive directors should be included in the

meeting so that we can establish a relationship with the prospect and assist with any concerns or

questions. Here are the steps to a solicitation meeting:

1. Briefly build a rapport: Inquire about their family, job, hobbies, or day. 2. State your goals for the meeting. 3. Uncover the prospect’s needs and interests. 4. Make a brief presentation/deliver an elevator speech tailored to the prospect’s interest. 5. Ask for a specific amount. When you offer a range, people will migrate to the bottom end. 6. After the ask, just be quiet. It can be hard to sit through the silence, but if you start talking,

you’ll often be talking them out of the gift. 7. Deal with any concerns or objections: It is likely that you will encounter some no-like

responses. Refer to the overcoming objections handout (pg. 20). After the fourth no, the prospect probably means no.

8. Close the meeting: Make sure there is a specific follow-up plan that leaves the ball in your court—something like “I understand this is a big decision. Tell me when you would like us to follow up with you.”

The Take Away

Tailor your pitch and your ask to the donation type and donor’s interest in giving

The ask for major/planned gifts are done in person at a scheduled meeting

Follow the steps to a solicitation meeting

Please refer to the toolbox section for an exercise on active listening (pg. 27), an exercise on delivering

quick responses (pg. 28), a phone conversation script example (pg. 29), and a sample solicitation letter for

annual gifts (pg. 30).

pg. 19

Role Play Case - Major Gift Giving6

Find a partner. One person will be the fundraiser and the other the prospect. Go through the role play

and utilize the following list of responses to counter the prospect’s objection. The prospect must say no

four times before agreeing.

Fund-raiser: It is so wonderful to see you again. Thank you for making time to allow me to come and

visit with you today. I hope you have been well since our last visit.

Prospect: Overall things have been good. Just the usual family stuff to take care of.

Fundraiser: The last time we talked, I enjoyed hearing you tell me about your family’s involvement with

our organization and how your niece, Rachel, enjoyed attending our camp when she was a child. It is

always nice to hear such wonderful stories. We are so fortunate to have your family’s continued support

and commitment.

Prospect: ESP has been very important to our family. Rachel had such a great experience there and it

meant so much to our family that she had access to these programs.

Fundraiser: As you know, we are currently working on a capital campaign project to expand our facility

to better serve children with disabilities in Georgia. We hope to allow more children, like Rachel to have

access to our camp and year-round activities. We are a third of the way to the $3.2 million needed to

build our more adequate facility. Your volunteer and financial support is widely admired in the

community. It is because of your personal and family history of leadership that we ask you to consider

supporting this capital project with a gift of $10,000. I know you have other questions, but to start off,

how does that sound to you?

Prospect: That’s too much money you are asking for.

6 Modeled after Healey, R. (2006). Philanthropic Fundraising. University of Delaware Nonprofit

Community Resource Center. Retrieved from

http://www.udel.edu/ccrs/NPMCC_2006_Materials/Robbe_Healey/2006workshophandoutsHealey.pdf

pg. 20

Overcoming Objections: What Do I Say Next?7

1. We only ask this of our top donors.

2. I hope you take that as a compliment. Our intent was to make sure you were among the first

donors given an opportunity to take a significant leadership role in this project.

3. I hope you agree a gift like this is a once in a lifetime opportunity. It will literally transform the

lives of many families for generations to come.

4. You are but one of the very few people we can turn to and ask for this very important gift.

5. We have been talking about this for a while and from our previous conversations I thought you

were interested. Please share with me where your main interest is today.

6. As you know, we are working on several major program and physical improvements. Please tell

me which one is your priority interest today.

7. As you know, you and your family are very important donors. We always want to hear your

ideas and input. Please tell me what programs you have the greatest interest in supporting?

8. I am very grateful for your honesty. Can we talk for a few minutes about the project you are

most interested in?

9. We understand it is a very large amount – and you are one of the few benefactors we could ask

to consider a leadership gift of this size.

10. Is it the size of the gift or the fact that we asked you now that seems most troubling?

11. I think you know your investment in this project will pave the way for others to follow your

leadership and generosity.

12. I can only imagine the demands on your financial resources. I believed from our earlier

conversations that you planned to take a significant role in making this project a reality.

13. We recognize that this is an important decision and we certainly want you to take the time you

need to consider this gift opportunity. What can we provide to help you consider your decision?

14. Knowing you need time to discuss this with ________ (whomever is significant in the decision), I

hope you will tell me your personal feelings and reactions about the gift idea we just discussed.

15. I know you need to consider this together. What questions do you have today that would help

you get started thinking about this?

16. I know you will spend a lot of time discussing this as you make your decision. We hope you will

keep in mind the joy your gift will bring to all those people you have had such an interest in for

such a long time.

7 Healey, R. (2006). Philanthropic Fundraising. University of Delaware Nonprofit Community Resource Center. Retrieved from http://www.udel.edu/ccrs/NPMCC_2006_Materials/Robbe_Healey/2006workshophandoutsHealey.pdf

pg. 21

Why Thanking Donors is Important

After the yes, thank you is needed, and once isn’t enough especially if we received a major gift from a

donor. When thanking them, we are showing our gratitude and not asking for another donation.

Thanking donors is important for four reasons (Andresen & Harmon, 2012):

1. SURVIVAL: The number one reason that donors stop

supporting a nonprofit is the way they were treated by

the organization. This maybe self-explanatory, but we

should treat our donors as friends of ESP and shouldn’t

treat them as if they were ATMS.

2. SUCCESS: Your gratitude helps bond a donor to our cause.

This is important as it relates to networking. If the donor

is hooked to our cause and mission, they are more likely

to tell their friends about us thus expanding our audience

and pool of donors.

3. DIFFERENTIATION: Most nonprofits are terrible at it. If

you’re good, you stand out. You should strive to write a

thank you letter or make a phone call that makes them

feel good about their investment in the community.

4. MANNERS: Saying “thanks” often and well is simply the

right thing to do.

In sum, all four reasons are relative to donor

retention. It’s easier to keep a donor throughout

time than trying to find new donors. We want to

continue to cultivate our relationship with

donors after the yes to eventually move our

donors along the pyramid of giving to become an

actualized donor, a person who gives as a part of

their own self-discovery and inspires others.

Essentially the more the person is committed to

ESP, the more likely they will be willing to give a

major gift or a significant gift that is relevant to

their personal finances. We develop self-

actualized donors by thanking our donors often;

keeping them informed with letters and

newsletters; and inviting them to see the

progress we are making.

THANKING DONORS & STEWARDSHIP

Here are few statistics

surrounding donor giving:

72% of US charitable giving

comes from individuals

23.7% retention rate for

first year donor

50% of donors say

personalization of the thank

you is more important than

speed. (MacLaughlin, 2014)

Pyramid of Giving

pg. 22

Different ways to thank donors

There are several ways we can thank a donor. This includes but isn’t limited to (Bowden; Miller, 2012):

Sending a thank-you letter

Sending a greeting card or hand written note

Personal phone call

Inviting donors to see the facility if they haven’t seen it during the solicitation process or to see

the improvements made

Inviting donors to an event we are hosting

Sending a photo included in an update letter with a personal testimony of a client

Hosting a donor recognition/appreciation event for major donors

Mentioning donors in our annual report; major donors receive special recognition

You as board member should write thank you letters, a hand written note, or make a personal call to the

donor who said yes to your ask. ESP will also send thank you/tax receipt letter, however it is important

that major donors hear from the person who asked. Like the ask, the thanks should be tailored to the

donation. For example, a small donation may only receive a thank you letter while a major donor may

receive a personal phone call and a lengthy thank you letter. The thanks should ensure that all the

concerns of the donor were met or noted.

Stewardship Timeline Plan

Timing of the thank you is as important as the quality of the thank you. This timeline will help you figure

out how much time you have to send your thanks (Eisenstein, 2013).

Donation Amount Tax Receipt Thank

You Letter

Hand Written

Note by Exec.

Director or Board

Member

Phone Call by

Board Member or

Exec. Director

Follow-Up in 2-8

Months

$100 or Less Within 2 Weeks N/A N/A N/A

$101 – $500 Within 2 Weeks N/A N/A Letter or Email

$501 – $1,999 Within 1 Week Within 1 Week Within 2 Days Letter with Note

$2,000 or More Within 1 Week Within 1 Week Within 2 Days In Person

Five parts of a good thank-you letter

1. Personal: Send a customized letter or handwritten note and/or give a phone call. Connect with

the donor on an exclusive level. Use their first name, unless they prefer a formal salutation.

2. Tangible: Invite your donors to tour the facility or to sit in on one of our classes with our

students; show the donors what you are doing with their investments with your words.

3. Informs: Share recent progress of ESP. Let donors know about the new class we are offering.

4. Emotional: Create an illustration with words of how their donation is making an impact on the

children at ESP. Do not send an impersonal business letter.

5. It’s all about the donor, not you! (Andresen & Harmon, 2012)

pg. 23

Sample Thank You Letter

pg. 24

Avoid these Thank You mistakes

DELAYING to send a thank you letter

Asking for more money; a thank you is a thank you, not an opportunity to ask for more.

Sending an impersonal business-like mail merge letter.

Forgetting to tell the donor how this will impact ESP. (Axelrad, 2013)

Stewardship

Thank yous are a part of stewardship but it is not the only component. Stewardship is the continued

communication we have with a donor regardless if a donation has been made recently. In addition to

thanking, we need to share our successes and create other opportunities for donors to get involved.

Measures of Good Stewardship include the following:

Calling to check in

Sending articles about ESP updates and projects

Extending invitations to events

Sending a newsletter

Mailing or emailing the annual report

Sending cards on the person’s birthday, anniversary, etc.

If something reminds you of them, tell them

Sharing testimonials

Ask to volunteer or serve on a committee

Distributing surveys for feedback on ESP (Eisenstein, 2013)

The Take Away

Thanking donations is important for maintaining relationships

One thank you isn’t enough and we shouldn’t ask for another donation when thanking them

Thank yous are just one part of stewardship and we need to continue communication

throughout the year.

pg. 25

The tools within this section ranges from webbing exercises, additional activities/exercises, conversation

outlines with donors, and sample letters for solicitations.

Webbing Exercise 23

This exercise is help you realize what kind of connections you already have. Identifying potential donors

off the top of your head is not easy and most of us may feel like we do not know anyone who could be a

donor. This worksheet will help you identify possible candidates. The information will be kept

confidential.

Fill in names in as many of these categories as possible. Look for one or more names in each group.

Accountants Self-Employed Medicine Association Members Neighbors Automotive Industry Oil and Gas Banks Older People Beverage Industry People You Met: Big Companies Clients or Customers Politicians Companies I know Pharmaceuticals Places of Worship Printing Clubs (e.g. Women, Arts, Health) Professions Colleagues Publishing Community Leaders Real Estate Doctors Religious People Dentists Retailers Donors to This Group Seniors

FUNDRAISING TOOLBOX

pg. 26

Donors to Other Groups Service Clubs Employers (Past/Present) School Friends Entertainment Industry Social Circles Family Sports Farmers Suppliers Food Distributors/Producers Foundations This nonprofit Friends Hospitality Industry Textiles Insurance Transport Land Developers Trust Companies Law Unions Local Businesses University-Educated Media Volunteers

After identifying prospects, the next step is to qualify them. Prioritize prospects by:

1. Interest in our cause

2. Connection to ESP

3. Capacity to give

3 National Alliance on Mental Illness. (2009). Building Organizational Capacity: Funding Your

Organization. Retrieved from http://www.nami.org/namiland09/CLDFundraisingToolkit.pdf

pg. 27

Active Listening: What Did You Hear? 8

Fundraising is not about giving a lecture to potential donors, it is about having a conversation.

Understanding the donor’s needs or interest requires active listening and this exercise can help prepare

you before meeting with a donor. This exercise should take about 15 minutes to complete.

1. Pair up with someone you don’t know as well.

2. One partner say “Tell me a story about your favorite relative and be specific. Why is this person

your favorite? Why is this story important to you?” The listener should listen without taking

notes.

3. After two minutes, the listener should repeat the story in their own words. The goal is to

correctly paraphrase the story.

4. The speaker then gives feedback: You remembered this part but here is something you

missed…”

5. Switch roles and repeat the exercise.

6. Let’s talk about the exercise:

a. What did you learn?

b. While your partner was speaking, what did you find yourself doing other than listening?

How might you address that tendency in the future?

c. If you did this again, what would you do differently?

d. What are three things you can do when you visit a donor to make sure you listen?

8 Kihlstedt A., & Robinson A. (2014). Train Your Board (And Everyone Else) To Raise Money: A Cookbook of Easy-to-Use Fundraising Exercises. MA: Emerson & Church, Publishers.

pg. 28

Six Quick Asks Exercise

This exercise is to help you develop responses to the question of why someone should give to ESP. It will

take about 15 minutes to complete.

1. Find a partner.

2. One person will ask “Why should I give?”

3. The other person needs to respond with a justification for our cause at ESP.

4. The asker will ask the same question six times and the other will need to respond with a

different answer each time.

5. Switch off.

6. Let’s talk about it:

a. What was the hardest thing about this activity?

b. How can you better prepare for a situation such as this?

c. Did any of the skills from the training help you in being able to respond?

pg. 29

Asking People for Money: Annual Gift Requests

As Joe Garecht shows in his article “How to Ask Anyone for Anything,” asking someone for money does

not have to be uncomfortable.9 The process involves six simple steps: 1. Get the pleasantries out of the

way; 2. Make the transition; 3. Make the connection; 4. Make them cry (Engage the person to show

important your organization is); 5. Make them understand why you need what you are asking for; and 6.

Make the ask.

Example for Extra Special People

(Pleasantries) Hi Mark, how are you? How is your family?

(Make the Transition) Listen, I’ve got something important to ask you.

(Make the Connection) As you know, I’ve been on the board of Extra Special People (ESP) for some time

now, and it’s an organization that I care very deeply about.

(Make Them Cry/ Engage the Person) Children with developmental disabilities are often limited in the

activities they can participate in due to a lack of services. Every child should have access to the same life

experiences though and ESP truly believes in providing these opportunities through their summer camp

and year-round activities. I have sat in on one of their martial arts classes and the smiles of joy that can

be seen on the children’s faces is truly moving. I watched one child get up out of his wheelchair to do

some of the moves and you could see the newfound confidence he had thanks to this program.

When I was a kid, I really enjoyed playing soccer and it helped me learn what it was like to a part of a

team. What kind of activities did you do as a kid? What did you like most about that activity? That’s

great Mark, and those are the kinds of opportunities we provide to the kids at ESP who wouldn’t have a

chance to play soccer or ____ like you and me. The fact that ESP does not turn away any child with a

disability shows how truly devoted they are to helping these children thrive in our society.

(Tell Them Why) The Georgia Department of Education estimates that there are about 50,000 children in

state that could be served by ESP. ESP does an excellent job at serving it’s 250 current families but for

every two children ESP assists, one must be turned away. For this reason, ESP is currently working on a

capital campaign project to expand its facility to better serve children with disabilities in Georgia. We are

a third of the way to the $3.2 million needed to build our more adequate facility.

(Make the Ask) Would you be willing to contribute $200 to help us reach this goal?

9 Model derived from Joe Garecht’s article “How to Ask Anyone for Anything.” Retrieved from http://www.thefundraisingauthority.com/fundraising-basics/how-to-ask/

pg. 30

September 25, 2014

Dear Awesome Potential Donor,

Extra Special People, Inc., is a 501(c)(3) nonprofit organization based in Oconee County, Georgia, servicing an eight-county North Georgia area including individuals from Atlanta, Gwinnett & Barrow. Our mission is to empower children with developmental disabilities to cultivate skills, self-confidence, and relationships through recreational therapy, community involvement, and the arts. With the support of volunteers and donors, the ESP team gives participants and their families’ acceptance, hope, and the opportunity to not just survive, but to thrive. ESP accomplishes its mission through 8 weeks of summer camp, the ESP 360 program which has 10 after-school enrichment activities throughout the year, and year-round family support programs.

When ESP programs began in 1986, we supported 20 children and young adults. Today that number has expanded to over 250 children, young adults and their families. However, the space and facility has not grown with ESP. The only thing holding ESP from supporting more children and increasing programs is our current building. The current facility is 1,600 square feet, which is not a sufficient amount of space for the 250 families that Extra Special People supports. For every two children that ESP serves, one must be turned away. Capital constraints in the surrounding areas make it difficult to replicate similar programs, increasing the need for ESP’s services. While our individuals are able to overcome many limitations, ESP remains to have one limitation – space.

With your generous support of $25, you will become a member of our capital campaign and support ESP

in creating a more adequate facility for children and young adults with developmental disabilities

throughout Northeast Georgia. ESP would like to thank you for your heart and consideration towards

individuals with disabilities. If you have any questions, please do not hesitate to contact us. We look

forward to hearing from you soon.

Regards,

Amy Share

Co-Executive Director

P.O. BOX 615

WATKINSVILLE, GA 30677

706-254-4850

WWW.EXTRASPECIALPEOPLE.COM

pg. 31

Andresen, K., & Harmon, J. (2012, January 1). Thanks a Million: How to Thank Your Donors So They’ll Come Back and Give More. Fundraising 123. Retrieved October 14, 2014, from http://www.fundraising123.org/files/NP911_011210_Slides.pdf

Axelrad, C. (2013, November 24). THANKS(for)GIVING: 8 Mistakes Nonprofits Make When Thanking

Donors - Clairification. Clairification. Retrieved October 14, 2014, from http://www.clairification.com/2013/11/24/thanksforgiving-8-mistakes-nonprofits-make-when-thanking-donors/

Axelrod, T. (1998). The Not-For-Profit CEO Monthly Letter, Vol. 5, No. 11. Board Fundraising That Works. Bowden, G. (n.d.). Fundraising Consulting Firm, Fundraising Consultants, Capital Campaign Consultants.

Thanking Donors: Once Is Never Enough. Retrieved October 14, 2014, from http://www.cdsfunds.com/thanking_donors_once_is_never_enough.html

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October 11, 2014, from National Alliance on Mental Illness website: http://www.nami.org/namiland09/CLDFundraisingToolkit.pdf

Eisenstein, A. (2013, February 6). How to Thank Your Donors: Stop Focusing on the Money!. Tri Point

Fundraising . Retrieved October 14, 2014, from http://www.tripointfundraising.com/how-to-thank-donors-stop-focusing-on-the-money/

Fund-raising [Fact sheet]. (2014). Retrieved October 11, 2014, from http://www.merriam-

webster.com/dictionary/fundraising Healey, R. (2006). Philanthropic Fundraising. University of Delaware Nonprofit Community Resource

Center. Retrieved from http://www.udel.edu/ccrs/NPMCC_2006_Materials/Robbe_Healey/2006workshophandoutsHealey.pdf

Kihlstedt, A. & Robinson, A. (2014) Train Your Board (And Everyone Else) To Raise Money: Face-to-Face

Fundraising: Structuring the Meeting. US: Emerson & Church. Lyons, J. Strengthen Board Member Solicitation Skills [PDF document]. Retrieved from

www.pridephilanthropy.com. MacLaughlin, S. (2014, February 16). 50 Fascinating Nonprofit Statistics. Slide Share. Retrieved October

14, 2014, from http://www.slideshare.net/smaclaughlin/50-fascinating-nonprofit-statistics McDonald, P. Council On Fundraising: Essentials In Fundraising for Board Members [PDF document].

Retrieved from www.confr.org.

REFERENCES

pg. 32

Miller, K. L. (2012, February 1). Nine Clever Ways to Thank Your Donors. Guide Star. Retrieved October 14, 2014, from http://www.guidestar.org/rxa/news/articles/2012/9-clever-ways-to-thank-donors.aspx

Perry, G. (2008, March-July). Fired up fundraising: Turn passion into action. Guidestar Newsletter.

Retrieved from http://www.grdodge.org/fileadmin/assets/resource_library/FiveMistakes.pdf Perry, G. (n.d.). Four steps to take board members from fear of fundraising to enthusiasm. Retrieved

October 11, 2014, from Fired up Fundraising website: http://www.gailperry.com/board-training/get-your-board-members-fired-up-and-in-action-for-the-cause-articles/four-steps-to-take-board-members-from-fear-of-fundraising-to-enthusiasm/

Pitman, M. (2007). Ask without fear! A simple guide to connecting donors with what matters to them

most. Pennsylvania: Executive Books. Retrieved from http://fundraisingcoach.com/7_Fundraising_Myths.pdf

Ponderis, T. (2011). Nonprofit fundraising demystified. Raise-Funds. Retrieved from http://www.raise-

funds.com/2003/nonprofit-fund-raising-demystified/ Sudds, T. (2012). A For Impact Guide For Greater Board Engagement. Retrieved from forimpact.org