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Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT 1 FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT
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Page 1: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT

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FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT

Page 2: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

FUNDRAISING EDUCATION

��������������������������������

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Is Broken

Page 3: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

WOULDN’T IT BE GOOD IF EVERY FUNDRAISER KNEW

2 models of donor behavior

The role of emotion in fundraising and how to maximize its impact

The three key things that drive donor loyalty – and why this matters

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loyalty – and why this matters

Three key drivers of trust in an organization – and why this matters

The characteristics of effective fundraising websites – and how to minimize drop-outs

from the donation process

How to increase giving by over 30% by changing a few words in a solicitation

Page 4: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

INSTEAD …

Little interest from Colleges in formal qualifications

Proliferation of pseudo-certificates that confuse employers

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employers

And CFRE

Page 5: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

CFRE

Surveys how fundraisers spend their time

Maps out six knowledge areas, yet lists skills, then tests knowledge

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Provides no meaningful detail

Has an unacceptably weak definition of what constitutes knowledge

Page 6: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

THE ANSWER

A New Education and Certification Framework

The Creation of A Fundraising Research Institute

Encourage Foundations to Invest in Applied Research

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ResearchEncourage the Development of Academic Qualifications in FundraisingAppoint a ‘Sales Force’ for the Body of KnowledgeCall-out Institutions Offering ‘Certificates’ Purporting to be Qualifications

Page 7: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

DONOR RELATIONSHIPS

Are Broken !!!

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Page 8: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

FOCUS ON SUPPORTER RELATIONSHIPS

Consign the ‘annual’ fund to fundraising history

Shift remuneration of fundraisers to retention, loyalty and satisfaction

Re-orient towards longer term measures of fundraising performance

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Development of a more integrated approach to fundraising

Break down organizational silos and encourage greater collaboration between teams.

Tackle High Turnover Rates in the Fundraising Profession

Educate boards and senior nonprofit managers

Page 9: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

FOCUS ON IDENTITY

Not why people give, but what people are expressing about

themselves when they do.

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To themselves and to others …

Add real value in relationships based on this understanding.

Page 10: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

TRUST AND C NFIDENCE

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Page 11: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

DOH !

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Page 12: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

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Page 13: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

CODE OF PRACTICE FOR TRANSPARENCY AND

ACCOUNTABILITY

‘Charities ought not to make statements such as

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‘Charities ought not to make statements such as ‘all of your £1 goes direct to the cause’ or ‘our

fundraising does not cost us anything’ or imply that fundraising does not cost anything’

-Institute of Fundraising 2006 p6

Page 14: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

CHARITYFACTS USA

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Page 15: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

CONTROL WHAT MATTERS TO DONORS

Excessive volume of solicitation

Use of enclosures in mail

Data-errors – poorly addressed

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Data-errors – poorly addressed communications

Intrusion

Tone of solicitations

Page 16: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

SELF-REGULATION

Map out standards of professional practice

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Quality mark?

Complaints scheme

Page 17: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

Institute and ‘Enforce’ 100% Filing of Forms 990.

Fund the Development of a ‘Philanthropedia’ to Facilitate Peer-to-Peer Evaluations of Nonprofits

AND

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Evaluations of Nonprofits

Develop New and More Appropriate Measures of Performance

Page 18: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

F RMS OF GIVING, CHANNELS AND AUDIENCES

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With potential for growth …

Page 19: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

REGULAR GIVING

600 - 800% higher LTV and counting …Environmentally friendly …

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Reduces costs …

Predictable …

Page 20: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

WORKS WELL WHEN…Charity owns the cause e.g ACS

Moral imperative e.g WaterAid

There is a clear long term need

Staff or volunteers are viewed by the public as heroes (MSF, ASPCA)

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Staff or volunteers are viewed by the public as heroes (MSF, ASPCA)

Support for the charity adds to an individual's lifestyle statement (Greenpeace, NPR, Liberty)

Sustained use of DRTV

Younger audience

Membership - RG is merely a payment method

Page 21: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

BEQUESTS …

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Page 22: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

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�����������!���������������������������������������������������!���������������������������������������������������!���������������������������������������������������!������������������������������������������������������������� ���������������� ����� ������������������������������ ���������������� ����� ������������������������������ ���������������� ����� ������������������������������ ���������������� ����� ��������������������������������� ��"���� ��������������������������������������� ��"���� ��������������������������������������� ��"���� ��������������������������������������� ��"���� ��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������!���������������!���������������!���������������!

Page 23: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

WHEN WILL YOU DIE?

Without a Will With a Will

With a Will with a

bequest to

ON AVERAGE

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At 69At 69 At 79At 79 At 82At 82

bequest tocharity

Page 24: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

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Page 25: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

HOW TO DO IT ..

It is NOT planned giving

Celebration of large and small gifts

It involves INVESTMENT

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Ubiquitous coverage

Pledgers spread across the database, but..

Treat pledgers differently !

Write in language appropriate for the audience ...

Page 26: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

Creation of a Nonprofit Mutual Fund

Promotion of Asset Based Giving

Encourage and Promote Best Practice in Social Media

AND

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MediaDevelop Expertise in Broadening Participation in Giving. Improve the Sector’s Engagement with Young PeopleChallenge the Wealthy to Plan Their Own Philanthropy

Page 27: Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT

PHEW !!!

OVER TO YOU …

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OVER TO YOU …


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