Sustainable Fundraising

Susan Hay PatrickCEO, United Way of Missoula

CountySusan@MissoulaUnitedWay.org

“THE ASK”

Educate/ Cultivate

Thank/ Recognize

Identify Prospects

Involve

Involvement at any point in this cycle is part of fundraising, and involvement at every point is needed!

21 Fundraising Tips

It’s Counter-Intuitive

Sometimes fundraising is counter-intuitive. It's important to keep

these tenets in mind because knee-jerk reactions or instincts

are often not effective fundraising.

Tried and True

These are neither guesses nor opinions. They are facts and strategies, tested and proven

through fundraising efforts in every kind of community, among folks at every income level, and for every

kind of organization you can imagine.

ONEKeep At It!

Ask enough people enough times, and you can raise all the money

you need to raise.

TWOOffering an Opportunity

People give to people, much more than they do to causes. The number one motivating factor behind charitable giving is "who you know" and "who asks whom.” The power is in the

relationship. You are NOT BEGGING. You are giving people the opportunity

to invest in something important.

THREEMany “Hands” Make Light

Work

A wide and deep base of donors provides a much more stable base of support and one that can stand the test of shifts and changes over

time.

FOURIt’s NOT Big Corporations

Eighty percent of the charitable donations given in the United States annually comes from

individuals.

FIVEand it’s not the Top 2

Percent…

Of that, over half of the gifts come from people who make $60,000 or

LESS.

SIXEveryone Can Contribute

We do not have to be wealthy nor know a bunch of wealthy people to raise money for the

work we love.

SEVENPersist

When we ask for contributions, people will say yes and people will

say no. It is our job to ask—to offer the opportunity—and to keep

on asking.

EIGHTWork Toward Yes

Some donors, even institutional funders, will say "no" a number of

times, but with education, relationship-building, changes in their financial situation, a shift in priorities, many will eventually say yes. It is very

important to continue building the relationship, educating and asking.

NINEStay Positive

Beware of the naysayer! They are everywhere - sometimes even within ourselves. These basic fundraising tenets and strategies have proven

effective through time, cross community, issue and socio-economic status. If you

ask, people give. If you ask enough times, people give enough money.

TENBe Very Clear

Effective fundraising requires a clearly articulated case that is easy

to understand, absorb and remember; one that is articulated consistently by the organization's board, staff, volunteers and even

donors.

ELEVENBe Visible

An organization, or a particular project, is as valued as the

organization is able to consistently and effectively articulate that value. State your case everywhere! Events,

newsletters, website, media, Facebook, Twitter, marketing

materials, etc.

TWELVEBe Committed

The personal commitment of each board member, staff person, and

volunteer is a key element whenever that person is making the case. Your passion will move

others. Share it!

THIRTEENBe GRATEFUL

Thanking, recognizing and honoring donors is imperative to keeping them. Thank on time and thank

often. Find private and public ways to thank and recognize your

donors. Respect anonymity if it is requested.

FOURTEENShow Results

It is absolutely key to connect your donors to the true impact of

your programs. Whether in a fundraising letter, on a sign or in a

conversation, show them your mission-driven results with a

human face and in concrete terms.

FIFTEENProtect Your Investment!

Donor names - those of current donors, past donors and prospects - are like GOLD. Be sure that they are treated that way in your data

management system. Like GOLD!!!!

SIXTEENShow Up in Person

Face-to-face fundraising is by far the most effective. Be sure to create

opportunities to speak in person with your donors at cultivation events,

fundraising events, offering volunteer opportunities. With major donors, visit one-on-one at least once each

year, and whenever possible appeals should be made face to face.

SEVENTEENHow Much Do You Really

Want?

Direct appeals for concrete amounts are the most effective. Be sure not to be cloudy or unclear about what you are asking for. Also be sure not to be

apologetic. Do not say things like, "This is the part no one likes ...” or "If you can't give any money, that's OK";

or "Even one dollar will help."

EIGHTEENBe Specific – Let them

Decide

Make a clear, direct ask that will meet a clear and direct need. They will

decide if they can or can't give, and whether they'll give one dollar or one hundred dollars. Do not decide this for them! Do not speak after you

make the direct ask - let the prospect speak first!

NINETEENWhat’s in it For THEM?

Whenever possible, articulate to the donor the benefit that he or

she will receive from giving. Often it is the opportunity to know they

are a key part of creating something beautiful, or making an

important change in the world.

TWENTYWho Do They Know?

If there are doors that are hard to open, see if you can approach

through someone who knows that prospect or that lapsed donor.

TWENTY ONEStart at the Center

Build your lists from the inside out. Start with current donors, staff,

board, volunteers, and partners. Everyone should be on your list and

helping build the list with their family, friends, and colleagues. As new people join in, expand to their

circles as well.

Thank you!

Susan@MissoulaUnitedWay.org