Webinar, Part 1: Fundraising Basics
Hamburg, 24th of July, 2018
- Political scientist, trained journalist
- 21 years of professional experience in fundraising
- CEO of fundraising consultancy www.fundgiver.de
- CEO of a German charity www.stepsforchildren.de
- Speaker in Germany, Austria, Switzerland
- Academic fundraising teacher
- Author of surveys and studies regarding fundraising
- CFRE, certified fundraising executive (global standard)
Tom Neukirchen, 49, married, two daughters
1.
Outline
1. Mindset
2. Basics and Management
Fundraising + NPO: common connotations
- Beggars!
- Liars and cheaters!
- It´s all overhead costs!
- They´re naive do-gooders
- Have no impact
Fundraisingis so much more
than just raising money!
- Advocacy
- Legitimacy
- Community building
- Personal relationships
- Proving impact
Fundraising is so more than just raising money!
Be proud to be a fundraiser!
- We keep the needs of the poor in the public mind
- We are advocates of the needy
- Philanthropy and civil society depend on fundraisers
- We don´t just ask for money: we are engagement consultants!
- Our success and our money change the world!
- It´s a privilege to serve the public welfare!
- We should be proud of our profession, our work, our service commitment!
Getting to be a great fundraiser
1. Fundraising is a great job!
2. I love my organisation and its values.
3. I am acknowledged and supported by my organisation and its leaders.
4. I will be successful!
1. Innovator?
2. Administrator?
3. Communicator?
Is your fundraising team diverse enough?
What kind of fundraiser are you?
Listening is a crucial success factor
Reasonversus
emotion?
Open their hearts,
their minds,
their checkbooks!
2. Basics and Management
Outline
Identify
Cultivate
Solicit
Acknowledge
Engage
Steward
MOVE
MANAGEMENT
Homepage / Banners / Ads
Affiliate Programmes
Search Engine Marketing
E-Mail + E-Newsletter
Donations in kind
Time / Volunteers
Events + Meetings
Social Media
CSR-Partnering
TV, Radio, Print, www: free and paid ads
Sponsoring / Merchandising
Printed Postal Mailings
House and Street Fundraising
Telephone Fundraising
Trust and Foundation Fundraising
Legacy Marketing
Public Relations
FundraisingTools
Fundraising-Tools
“Affinity“
Interest
New donor
Regular donor
Fan
Identifiy Transform Build loyalty Intensify
Nothing beats donor loyalty and retention!
Upgrading
How many people in your country could possibly be interested in your work?
Interested people
New donors
Frequent donors
Regular giving
Major donor
Trusts, legacies
Fundraising-basics: The donor pyramid of giving
Get more money,
spend more time!
Individualised
mass
communication
Intensive und
personal
Care/Assistance
Systematic upgrading
Pareto Principle: 20% of your donors give 80% of your donations
Spend adequate time + money on major donors!
Doing it right
... means, having clear goals in the pyramid of giving
... means, having
appropriate
marketing measures
for all target groups.
... means, listening to
the needs of your
donors
Trust, Legacies
Major donors
Regular giving
Frequent donors
New donors
Interested people
AS IS
018
GOAL
2018
PLUS /
MINUSROI
Restricted or non-restricted donations (purpose)
Pro mission-based fundraising: Less complicated accounting, funding for all relevant issues.To do:Do more to position your organisation and your mission in the heart of your donors. They will give unlimitedly to you, if they love “their“ organisation. Find members, not donors!
Pro restricted project funding: - Especially new donors love to give to certain causes only- Easy to start: 100% transparent, concrete impact promise.- Media and social media prefer restricted donations
Mission-based fundraising or project funding?
Next Webinar:
The 4th of September, 10 amFunding for my project
Any Questions?
Thank you for listening!
Hamburg, the 24th of July, 2018