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How To Transform a Clear Vision into Simple and Effective Fundraising OACAO Aging Well Conference Turning Vision Into Action
How To Transform a Clear Vision into Simple and Effective Fundraising
OACAO Aging Well Conference
Turning Vision Into Action
Wayne Hussey Consulting Inc is a 2nd generation family owned and operated firm with over 20 years of Fundraising Consulting experience. In those 20 years, Wayne Hussey Consulting Inc has focused on uncovering the fundamental principles that lead to successful fundraising. The discovery and utilization of these key fundraising principles have helped our clients raise over $3B.
At Wayne Hussey Consulting Inc we don't advertise, we don't market, we don't sell, we let our work speak for us; 100% of our clients come from referrals - and we are very proud of this fact. We are passionately committed to working with great people to raise money for their worthy cause.
VISION AND FUNDRAISING
Donors will not knowingly invest in confusion, inefficiency or
mediocracy
We live in an extremely generous Country
WHY PEOPLE DON’T LIKE FUNDRAISE
● It takes up too much time ● I have to ask people I know for
money● I have to ask people I don’t
know for money● It is too competitive
Some Key Terms
Philanthropy Conscious acts of kindness and
generosity
Fundraisingthe technique of accessing
philanthropy
Development a larger term – we develop
relationships before we ask for support
Advancement the process of using private funds to
advance the vision of an institution
Registered CharityAre charitable organizations, public foundations, or private foundations that are created and resident in Canada. They must use their resources for charitable activities and have charitable purposes that fall into one or more of the following categories:The relief of poverty, the advancement of education, the advancement of religion, and/or other purposes that benefit the community
Non-ProfitNon-profit organizations are associations, clubs, or societies that are not charities and are organized and operated exclusively for social welfare, civic improvement, pleasure, recreation, or any other purpose except profit.
All qualified donees can issue official donation receipts for gifts that they receive from individuals and corporations. They are also eligible to receive gifts from registered charities.
• Canadian amateur athletic associations• National arts service organizations• Municipalities• Municipal or public bodies performing a function of government in
Canada• Universities outside Canada• Foreign charities that have received a gift from Her Majesty in right
of Canada• Low-cost housing corporations for the aged• Her Majesty in right of Canada, a province, or a territory, and the
United Nations and its agencies
Municipality & Low-cost housing corporations for the aged
POP QUIZ TIME!A Little Quiz for Fun
They have already decided to do good in the world
Fundraising is about matching value systems, not Sales
The #1 reason people donate is that someone they trust
demonstrated value alignment and impact
Dave
Steve
Kim
Candace
Andy
Chris
Rachel
Health Care
Environment
Addiction and Mental Health
Children
Equality
Homelessness
Music Therapy
MATCHING PERSONAL VALUE SYSTEMS
The Philanthropist
Will support us if they value the “good” we have done and want to do
MissionVision
Track Record
Donor Connection Process
Share your visionHow you impact lives
Are you interested in this kind of work
If not, is someone else you know interested, could you introduce us
Connection LineGO NO LINE
Their story
How do they want to help? Here is what I am
going to do
ABOUT YOU ABOUT THEM
Once we tell our story, one of three responses will occur
1. I love what you are doing, how can I help?
2. This is all very new to me, I need more information
3. I give all my charitable donations to AIDS orphans in Africa (and how would we dare push back on that!)
The Philanthropist
Finds pressure, persuasion and sycophants offensive
We “discover” their interest in us by sharing our “story”
FUNDRAISING IS A PROCESS OF BUILDING A BRIDGE
BETWEENTHOSE WHO WANT GOOD
DONEAND THOSE DOING GOOD
Conditions for SuccessfulFundraising
• Transformational Vision• Organizational Track Record• Defined Case for Support• Prospects
• Leadership• Face to Face visits• Solicitation of qualified prospects• Recognition and Stewardship (deliver the Vision)
What is your Vision?How can you raise funds for it?
Transformational VisionOrganizational Track RecordDefined Case for SupportLeadershipStewardship (show them how you delivered the Vision)
Who should we focus on?
• Individuals – 90% of all donations– Philanthropists versus pure wealth
• Foundations – 4.8% of all donations– Built to give money away
• Corporations – 4.6% of all donations– Built to earn money and strategically give
• Service Clubs – 0.6% of all donations– Built as collective fellowships of philanthropy
Fundraising Principles
• Philanthropy is value driven, not transactional.
• When a donation is made to an organization it is a gift. What is expected in return for this gift is not financial or preferential treatment. The expectation is that the funds received will be used to do good in the world.
• A part of this expectation is a simple, genuine thank you and information updates on how these funds made a difference.
Fundraising Principles
• A tax receipt is a function of a philanthropic donation not a motivating factor.
• Building a relationship with a donor is very similar to making a new friend. It starts as an acquaintance and then builds as the result of multiple contacts (face to face visits, phone calls, letters, emails). The relationship is built on a foundation of trust.
• The process of friendship cannot be accelerated, it must be build overtime. In essence this is how a donor relationship is built.
Characteristics of a Great Fundraiser
• Intellectually and Socially Curious– A thirst to listen and learn about people, places and
things
• Behavioral and Linguistic Flexibility– The skill to change speaking style and behavior
depending on the audience
• Donor centred – Understands and ensures Donors are the core asset of
the Organization
Characteristics of a Great Fundraiser
• Information Distillers– The ability to recognize, curate and communicate
relevant information• Possesses fluency with data and analytics to enhance donor
prioritization• Quickly zeros in on relevant details related to donor
motivations and interests
• Strategic Solicitors– The confidence and skill to artfully ask prospective
donors to make a contribution• Understanding that fundraising is an exchange of values• Knowing the details of your organization’s program
Core Elements of Annual Fundraising
• Data Management & Process• Individual Major Gift Fundraising• Planned Giving• Foundations• Direct Mail, Email Marketing Strategy• Corporate Donations Sponsorship• Events• Website, Social media
Annual Fundraising
Donor Data Management
• You need Accurate data– Good data in, good data out– Standard Process– Mini Data Audits
• You need to be able to use your data– Reports
• You want full integration and organizational buy in
Data Management
• Accurate data allows you to make smart decisions– Planned giving prospects, donor cohorts, etc.
• Automation and Integration– How do we get our donor emails into the
database– How do we setup a monthly donor credit card
expiry report
Finance
CEO VisionPrograms
Information Management
Fundraising
Individual Major Gift Fundraising
In 2013, the 10% of donors who gave the most contributed $8.4 billion or 66% of all
donations made during that year.
In comparison, in 2010, the 10% of donors who gave the most contributed $7 billion or
63% of total donations.
Individual Major Gifts
• Develop a Caseload of Qualified Major Gift Donors/Prospects – Can make a significant impact on your
fundraising goal– Pick a caseload for the time you have available
• but make time– Understand their history with the organization– Conduct face to face visits
Three Types of Visits…
• A stranger asks a stranger for money =
• A new acquaintance asks for money =
• A good friends tells you a story =
What is a synapse?
• In fundraising it is the chemistry between a credible ambassador and a philanthropist
• Simple “association” or “position” will not satisfy our chemistry needs – its not strong enough
• The moments when we are in front of a philanthropist telling our story and helping them understand our story – value resonance and inspiration
• The most important event of all in any major gift fundraising program
Fundraising Synapse
CHEMISTRYPositive (+) or Negative (-)
-
+Our Visitor, Our Vision, Our Credibility
THE PROMISE
Individual Major Gift Fundraising
If you want a gift of $20, Put in $20 worth of effort
If you want a gift of $1,000, Put in $1,000 worth of effort
Planned Giving
Planned Giving is becoming a significant source of funds for most charities. CIBC estimates, as of June 2016, that $750-billion will be inherited by members of the Boomer generation over the next decade.
According to CIBC currently (2016), there are about 2.5 million Canadians over the age of 75, and those 75+ year-olds have a combined net worth of $900-billion or more, and the beneficiaries will be mainly Canadians currently aged between 50 and 75 years.
Planned Giving
Planned gifts can be extraordinary for the organization and the donor. • For the donors, their planned gifts are frequently
the largest gifts the donors will ever make. • Average planned gift in Canada is $40k• Making significant investments in the future
impact of the organization.• Only 7% of Canadians have an planned gift in
their will, once the topic has been discussed with them by a charity it increase to 27%
Planned Giving
“The best time to plant a tree was 20 years ago. The second best time is now.”
– Chinese Proverb
Planned Giving
• Planned Giving is very similar to the Major Gift Program
• Discourage restrictive and directed gifts as this program may not be relevant the gift will be realized
• What will Planned Gifts be used for?
Planned Giving
Prospects• Multi-year supporters of our cause (as donors,
volunteers, etc.)– At modest levels is okay, consistency is more important
• Individuals over the age of 70 years of age who are of sound mind
• Current or past volunteers• Retired staff members
Planned Giving
• The credibility of the person visiting the prospect is critical, as is the training of that visitor. The potential for “suspicion” is much higher in older Canadians
• We must ensure that we do not “sell” in any way or try to persuade
• We must encourage them to have a family member present or at least understand that we want them to share our request with their family members and their professional advisors before making any kind of decision
Planned Giving
• We must have a vibrant ongoing donor recognition process as bequests are revocable at any time – we could host one or two receptions each year for all of the individuals who have supplied us with an expectancy form – in other words, we provide the donor recognition for their support while they are alive and to also reinforce our appreciation so that few, if any, revoke their intent
• We must be crystal clear as to how the use of their gift will be decided (see above)
Planned Giving
1. Develop a caseload of Planned Giving Prospects.– Attempt to identify planned giving prospects based on current data
(Retired Staff, Past Board, Donor Record Input Date, etc.)2. Develop Planned Giving Materials:
– Buck Slip Information Document – Tri-fold brochure Discovery visit document– Pledge Form Record pledges and amounts– Recognition and Stewardship Thank you and events
3. To identify a master prospect list for the planned giving program.
Planned Giving
4. To conduct a Board solicitation5. Assign planned giving prospects based on relationships.
Ideal caseload:– Caseload
• Executive Director 5 visits/year• Board Chair 5 visits/year
6. Improve upon current data– Develop age data capturing method
• Starbuck – Birthday discount model
Website
• Studies have shown nearly half of potential donors (47%) leave fundraising pages before completing a donation because the online journey is neither intuitive nor is it engaging
• Audit you donation page, and the steps it takes to get there– How many clicks (amazon is one click to buy, if
making a donation requires more than 5 clicks you need to reevaluate)
Communicating With Donors
• Develop donor segments. – Specific donor segments allow for
communication that is individualized. – Rather than sending generic appeals, it is better
to send specific donor appeals that target a select cohort, for a specific program/ask, with an upcoming or urgent need.
Communicating With Donors
Top Reason for Donor Dissatisfaction
Not able to explain to you where or how your donation would be spent 61%
Communicating With Donors
Information
Solicitation/Ask
Thank you
Wayne Hussey Consulting Inc.Daniel Hussey226-747-7878
Copy of the Presentation can be foundWaynehussey.com under out blog
