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RAISING MONEYYEAR AFTER YEAR
AFTER YEAR
CAROLINE WOODWELL
The Annual Fundraising Plan
What is Fundraising?
Asking the right person for the right amount, for the right project, at the right
time.
Is it an art or a science?
BOTH
Art – Your relationships. Your enthusiasm. Your conversations.
Science – Your data. Your research. Your facts. Your message. Your materials.
Start With The Number
How much are you going to raise?
Who decides that number?
And how?
What are the consequences of not meeting that number?
Traditional Sources of Funding
Foundations
IndividualsMajor donors -- $1,000+ ??Members -- $35 +
Events
Corporate Sponsors
Interest
The Mix of Money
Foundations no more than 50 percent
Individuals up to 70 percent or more
Events grow from episodic
Corporate Sponsors
Interest Incentive for endowment
Foundation Fundraising
It’s about: Ideas : a good idea solves an obvious problem The foundations
Foundation Search America Collaboration/partnerships
program officers have worked in the field
Relationships: program officers want partners for ambitious projects
Individual Fundraising
Major Donors - it’s about
Relationships Partnerships Inclusion Experiences Trust
Your goal: keep your major donors on your side.
Individual FundraisingMembershipIt’s about Testing Message Testing Graphics Testing! Events Trust – do I trust this organization to make my
world a better place? To solve my problem?
Are these the people? Because there are lots of organizations out there and lots of other people asking.
Follow through and follow up.
The Speed of Your Systems
A metaphor –
Membership is like an ocean liner: takes a long time to start and a long time to turn. You have to plan way ahead to make sure it moves in the direction you want.
Major donors are like small boats: they can make
sudden turns, pick you up on a moment’s notice, and sail in light breezes.
What does it mean? A reminder to build your plan around
both short-term and long-term fundraising asks.
Online vs Offline
Offline – through direct mail produces Committed members High retention rate Members who are paying close attention But….. Low response rate Long payback time Requires sustained effort – mailing every
year
Online
Less expensive – buy lists for $1/name but no mailing cost.
Higher average gift Shorter payback time More likely to make multiple gifts during
the year But ……. Lower retention rate In house systems needed You must keep “feeding the beast”
Events
When to hold an event?
When you are clear on:Purpose of the eventmembers, marketing, establishing a brand?
Years you can commit to holding the eventSkills, commitment and expectations of your volunteers
Your event budget
The Fundraising Plan
The Executive Summary:
Goal -- $700,000Foundations $ 300,000Individuals $ 350,000Events/Sponsors $ 50,000
TOTAL $700,000
Will have $500,000 in hand by September 30
The Fundraising PlanExpanded version: Goal: $700,000
Foundations $300,000Jones Fdn $40,000 March Flea Foundation $35,000 JuneParsnip Family Trust $20,000 July
Individuals $350,000Four donors at $20,000+Six donors at $10,000 - $20,000Ten donors at $7,500
Members $60,000 Two direct mailings, four appeal letters, monthly email appeals.
Events 0 - $50,000
Annual Calendar
As you set your fiscal year consider:
40 percent of non-profit income is raised in the last quarter of the calendar year
Your geographic location. Is your best event going to be in the summer? In the last quarter? When will that money be coming in?
What summer is like for your major donors. Do they come to your area or do they leave?
Is your best message dependent on a season? Where will your best prospects and current major donors be during that season?
Allies and Tools Board – your number one resource• Board recruitment plan• Board training • Board handbook – board members are expected to contribute
generously and be prepared to do outreach and fundraising• Decide how much of your income you want from your board
and build the board to meet that goal
Allies – and potential board members• Community leaders and connectors• People who have been recommended
Tools• Foundation Directory, Foundation Search America, Library• Mailing Houses, online websites on membership,
professional affiliations
Next….
From the board perspective….. Jane Murphy
And
All about special events……from Jennifer Evans
Engaging Board Members in Fundraising
JANE MURPHY
Getting your Board on Board
Fears/Excuses
FEARS: Rejection Unknown Failure
Confrontation Humiliation Criticism Getting hurt
EXCUSES: “I don’t have time to…..” “I don’t know how to…..”
“Not what I signed up for”
MINDSET
Build a culture of fundraising COMMUNICATE Adapt board fundraising to your
nonprofit Understand access and signaling Create an environment for success
Expectations
Begin with the End in Mind
Set clear expectations right away
Clear goals
Right people for the right job
Organizational structure
Create a Menu of Fundraising Activities
Brainstorm potential donor names Hosting a gathering in their home for
long-time donors or top prospects Accompanying staff on fundraising
calls Writing personal letters to peers
asking for a contribution Reviewing proposals to a funder Calling donors to say thank you
Matching People to Tasks
Sally loves talking to colleagues
Joe enjoys emailing friends asking for
support
Mary, Dick, and Jane like to work on events
Education
Re-ignite their passion
MISSION MOMENTS
Teach them how to speak fundraising
Provide a reading list
Support
Provide effective tools
Appreciate UNIQUE talents
Give them a quick win
CELEBRATE
Common Mistakes
Soliciting instead of relationship building
Cold Calls
Too many calls for low $$$ amount
Emergency Fundraising
Lack of training, structure, coaching, and support
ENGAGED BOARD = STRONG BOARD
HIGH EXPECTATIONS = STRONG RESULTS
Special Events
Successful Fundraising Events
JENNIFER EVANS
Fear FactorAre you getting what you want from your
fundraising event?
Did you accomplish your goals but still feel empty and disappointed?
Have you never hosted a fundraising event?
WHY?
Fear Factor
WHY? BECAUSE…….
You’re afraid!
Strong opinions of those around you keep you from doing what you know
needs to be done
Be UnreasonableHOW?
Don’t let ‘reasons’ stop you doing what you know needs to be done
OR
What you want to see happen
Reasons become excuses
Benjamin Franklin
“By failing to prepare, you are preparing to fail.”
Event Leader
Every team needs a good leader
Designate a leader to work ON your
event not IN it
Set goals and achieve them with a
solid event strategy
Well executed events can boost your
credibility with clients, prospects,
media and other stakeholders
Flawed events can cause irreparable damage
Event Planning
Map out an end to end event
plan
Execute the logistical tasks
required to deliver a quality
event
Measure event outcomes
Summary
Clearly define roles
Pricing for profit
Leverage your connections
Focus on fundraising goals
Provide an incredible guest experience
AND
Believe in your ‘unreasonable’ goals
SAMUEL MAHAFFY, Ph.D.
Getting to ‘Yes’!
The Art of Grant Writing
Why Write a Grant?Four Reasons to Write a Grant
ApplicationStimulate Professional Development
Enhance Organizational Capacity
Improve or Enhance Services
FIND FUNDING!
Grant Writing as an Art
A high-quality grant application is:
Thoughtfully planned
Carefully prepared
Concisely packaged
You CAN write successful grant applications!
Developing Ideas for the ProposalDocument your case
with pictures
and statisticsArticulate a clear need and how you will meet it.
Build on your mission
Do Not ‘Go it Alone’
Gain the Support of your Stakeholders!Organizational support
Community support
Consider a community advisory committee
Identifying Funding Resources
Catalog of Federal Domestic Assistance www.cfda.gov
Federal Grants: www.grants.gov Foundation Center
www.foundationcenter.org
DON’T PAY FOR WHAT YOU CAN GET FOR FREE!
Getting Organized to Write a Proposal
Develop a concept paper Narrow down a list of potential funders Get feedback and dialog about your
concept Research—Do your homework!!!
WHAT IS ‘BEST PRACTICE’?
Basic Components of a Proposal
1. Cover letter2. Summary or abstract3. Introductory description of the organization4. Problem statement or needs assessment5. Project objectives6. Project design or methods7. Expected outcomes8. Project evaluation9. Sustainability10. Project budget
Most Common Mistakes
Jargon or clichés
Reinventing the wheel
Biting off more than you can chew
No clear outcomesYou said what?
Cover Letter to a Foundation Application
One page
On letterhead
Demonstrate how you meet agency or foundations priorities
Use the funder’s language!
Be professional and respectful
Proposal Summary: Outline of Project Goals
Keep it brief and to the point. Include:
Description of the applicant
Problem to be addressed
Statement of objective
Outline of activities or services
Evaluation design
Expected outcomes
Cost/benefit
Introduction: Presenting a Credible Applicant
Brief history of the organization and significant accomplishments
Qualifications of professional staff
Reference any funding being sought elsewhere
Management & decision making structure
Organizational structure
Problem Statement or Needs Assessment
Document a formal or informal needs assessment Give evidence of conversations with stakeholders Show who will benefit and how Nature of the problem with hard and specific
evidence What are you doing about the problem Existing gaps in addressing the problem (how does
your effort fit into others? Show how the problem will be effectively addressed Identify how the effort will be sustained
Identifying the Core Issue
The lack of a program or facility is never the problem. Define the problem correctly. For example, the lack of a medical center in an economically depressed area is NOT the problem. The problem is that people in the area have health needs that are not currently being met, and may not have the resources to find alternatives.
Project Objectives: Goals and Desired Outcomes
Use quantitative language Be specific as to anticipated outcomes Be realistic Do not confuse objectives with methods or
strategies
Program Methods and Program Design:
A Plan of Action Activities to occur
Staff needed to operate the activity
Facilities used, transportation, and support services
Diagram the design (draw a picture)
Justify the design
Highlight innovation and efficiency
Provide analysis, timetables, work plans schedules, etc. in appendix when appropriate
Evaluation Component is Essential!
Build evaluation into the design Choose an experienced inside or outside
evaluator Describe methods of measurement Formative and summative evaluation Have baseline data available Effectiveness research may win or lose
your proposal
Future Funding
Describe a plan for continuation
Project ongoing income and expense
Demonstrate community support for continuation
Budget Development Include salary and benefits in personnel costs and % of
effort Identify contractors and qualifications Show break-down of non-personnel expenses Total and summarize each category Provide justification for the budget Identify cash or in-kind contributions and know which is
which*************************
v Use available resources for model budgets Federal Grants:
www.neh.gov/grants/guidelines/pdf/BudgetInstructions.pdf)
Foundation Grants: http://foundationcenter.org/getstarted/tutorials/prop_budget/index.html
Proposal Appendix
Keep it simple
Avoid generic items
Include staff resumes where appropriate
Include data tables and references
Organizational documents where appropriate
List of Board of Directors and contact information
Additional Proposal Writing Resources
Common Grant Application (National Network of Grantmakers): www.nng.org/cga.html
Grant Writing tip sheet from NIH: http://grnts1.nih.gov/grants/grant_tips.htm
Writing a successful grant proposal (Minnesota Council on Foundations) http://www.mch.org/mch/grant/writing.htm
Reach for the Sky!You can do it!!!
Online Presence
Making your Non Profit Visible
LAURA WILLSON
Online Presence
Online presence is important to get across your mission, tell people how to
help and to show funding sources you're legit
Your Website is Your Hub
Website : Design & Functionality
Always think “Above the fold” when it comes to your website and conversion :
Who you are and what you do
Contact info - visible from
anywhere on the site
Call to action - immediately
visible and understandable
Web is your hub. All traffic ends up hereMake sure you ‘covert’ them quickly upon
arrival!
GO MOBILE!
40%+ of website traffic comes from Mobile
Google SEO & Analytics!Make sure
you have Google Analytics on your siteWhat to look at :
How many people visit your site
Where is your traffic coming from
social media, newsletters, events?
What search phrases are being used
Which pages are they entering your
site on
What’s your bounce rate
Google Juice!
Google interacts with your business,
with or without you!
Google+ Google Places YouTube Channel
Google & Blogging
Why?To get people to your website
How?Write blogs addressing FAQs
Minimum 500, the more the betterBlogs MUST be on your site
Where?Share them through all your channels
Facebook, Twitter, Linkedin, Pinterest, YouTube, Newsletters…….
Social Media Twitter
Google+
YouTube
Yelp
FourSquare
Engagement starts with your profile!
Social Media Overview All channels should be setup as the Non Profit
Profiles should include Mission Statement, Website
and Contact information
Identify your Target Audience
Have a Strategy on how to engage your Target
Audience
Post everyday and on Twitter several times a day
Engage your Audience : Donors, Volunteers &
Supporters
Share other Non Profits Messages
Be a part of the Community
Social Media ContentNO SELLING!
Your posts should be :
Informational : about your cause not you
Targeted to your Audience based on each channel
Sometimes funny or light hearted Include Pics and Videos Don’t forget your blogs
We don’t have time to sit on Social Media all day.....
Online Presence : Summary
Involve your Supporters
Ask your supporters to :
Share Social Media posts as much as possible
Write Blogs (good writers only)Keep you informed of interesting articles and news that might make good material for Social Media or Blogs
Pay Attention : Listen : Engage
Check-in, post, monitor, engage and converse with followers.
But most of all...
LISTEN! Just because you THINK you’re not online, doesn’t mean you aren’t, somebody just might be talking about you or trying to talk to you.
Know Your Stuff!
Make sure you have a good idea of what online marketing is before you hire anyone
or get a volunteer to help with it.
It's YOUR image and YOUR non profit
