Fundraising 411 for ANE

Transcript

1. FUNDRAISING 411
3. Fundraising is 9 parts planning, 1 part art.
4. Prepared for Southside Community Partners www.milst onconsulti ng.com
 @milstonc onsult Agenda • Opening Your Office for Business • Asking • Thanking • Grants • Events • Planning • Online Giving
5. THE TEAM Board Members Staff Dev. Chair
6. UNDERSTANDING THE MONEY
7. PEOPLE GIVE TO PEOPLE •  The number 1 reason why people give is because they were asked.
8. THE DEVELOPMENT OFFICE PROCESS •  What does the process of asking for a gift look like? •  What does the process of thanking a gift look like?
9. PROCESSES •  Staffing •  Board •  Volunteers •  Data •  Not just an excel spreadsheet •  Relationships •  With people, not gifts
10. Asking: Solicitations • Are your letters any good? •  Are you even asking? •  Are people giving? •  Are the same people not giving over and over? •  Grammar, spelling, printing issues • How would you know, are you measuring them?
11. The Grandma Factor •  Direct Mail writer Jerry Huntsinger writes to his grandmother •  Pick a proofer •  Friend or family member •  Little to no knowledge of your NPO •  Red pen •  $20 test "No passion in the world is equal to the passion to alter someone else's draft.” H.G. Wells
12. CRAFT YOUR STORY AND CREATE A CASE STATEMENT
13. PRACTICE •  List most distinctive and compelling programs •  List the primary ways this project will serve your clients •  Summarize one story •  List three reasons the donor might wish to support the project •  What size gift do you plan to ask for? •  What would that gift help accomplish for your organization?
14. Thanking: Life Cycle of a Gift Considerations •  2 hands •  Time efficiency? •  Prompt thank you •  Defining prompt
15. Grants Management •  Research •  Spending the dollars •  Thank you’s - stand out! •  7 thanks •  Reporting •  Internal Communication and Cooperation
16. Events •  Fundraiser or Friendraiser •  Time Study •  Tell us your idea
17. The Numbers •  Are you raising more than you cost? •  Diversified Funding? •  Donors over time •  Unrestricted vs Restricted
18. 7 Thanks •  Every Gift should be thanked 7 times. •  How many times are you thanking donors? •  Thanking Spheres 7
19. DEVELOPMENT PLAN •  Shorter the better •  It is for your desk, not your bookshelf •  Written by you, approved by board •  Translated into Calendar •  Informs budget, not informed by budget •  Based on last two years results
20. Key Components Strategy Overview The major strategies for the year will be: Annual Giving – maintenance, which will require additional work Major Gifts – increased communication, Discovery of increased opportunities for funding and greater communication with donors Planned Giving – increased communication, Work on identifying current planned gifts and cultivating new ones. Board Participation – expansion, increased participation in fundraising activities.
21. Key Components •  Action Plan Jan Feb March April May June July August Sept Oct Nov Dec News Grants Events Solicitations Stewardship
22. Practice COMPLETE AN AUDIT
23. BOARDS
24. The Board Member How Can I help?
25. MOTIVATING • Start Strong • Orientation • Job Description • Program Tour • Culture View
26. BOARD MATRIX •  Who is around your table? •  Diversity •  Skills •  Passion •  Business Acumen •  Specialty Needs
27. MOTIVATING • Setting Commitments
28. BOARD MEETINGS Board Meeting vs. Bored Meeting Materials sent out at least 1 week in advance No meeting longer than 2 hours No report longer than ½ a page Consensus and Strategic Agenda Hands on Activity Everything labeled Discussion or Action
29. First Step • Ask your board members for money.
30. WHAT WE THINK WE KNOW ABOUT THEM They aren’t on the board for this reason. They don’t know how to fundraise They refuse to fundraise
31. GET TO KNOW YOUR BOARD MEMBERS •  Meet them. •  Ask them about their interests. •  Find out why they are on your board, what is their hook? •  Find out their anxieties so you can help overcome them.
32. ENSURE THEIR SUCCESS •  No cold calls •  Provide FAQs •  Give them a tip sheet, standard answers sheet •  Case Statements •  Give them donor profiles, histories.
33. BOARD ROLES •  Thanking •  Asking •  Ambassador / Champion
34. AMBASSADOR •  Social Media – sharing, posting •  Happy Hour •  Breakfast Club •  Civic Club Sponsorship •  Attend events
35. Board Meetings •  Reorganize for Fundraising •  Energize •  Inform •  Refocus •  What do you cover? •  What are you leaving on the table?
36. The Golden Rule
37. ONLINE GIVING
38. Online Fundraising Development Storytelling Technology
39. 1.  Test your website http://mattkersley.com/responsive/ 2. E-Newsletter Metrics 3. Donation Page Checklist •  Donate Button on Homepage •  1 click from homepage •  Monthly giving option •  Branded Page •  Easy directions
40. ONLINE FUNDRAISING AUDIT •  http://kimbia.com/media/Kimbia-Friction-Survey.pdf
41. STORYTELLING
42. WHY ARE STORIES IMPORTANT?
43. •  Coverpage •  Square logo •  Twitter logo •  Online News Page •  Own your content SPEND TIME IN THE BEAUTY SALON
44. MAKING GRAPHICS: CANVA
47. PRACTICE •  COMPLETE A DEVELOPMENT PLAN
48. TECHNOLOGY
49. make it easier to raise money run a campaign social media & fundraising
50. MUST KNOW FACTS AND TIPS •  Responsive design doubles giving on mobile devices. • 55% of those who engage with nonprofits via social media take further action •  Monthly donors give 42% more in one-year than one-time donors Fun infographics and tips from http://www.nptechforgood.com/2014/06/08/14-must-know-stats-about-fundraising-social-media-and- mobile-technology/
52. Who are Online Donors •  90% shop online •  78% do banking and bill paying online •  Younger, more generous, in a hurry •  Comparing you to netflix and amazon •  Average age is 38-49
53. Optimize Your Website for Online Giving • Mobile Optimization • Revamp your About Us page, pictures, bios • Tell stories, don’t write books • Your premium spot is your website, above the fold • Link to GiveRichmond, 990s • Don’t add other links • Keep choices simple
54. INVEST IN YOUR GIVING PAGE
55. ROCKSTARS WORLD WILDLIFE FOUNDATION
56. GREAT DONATION PAGES •  Color •  Design •  Easy to find button
57. CROWDFUNDING •  Indiegogo •  Kickstarter (no guaranteed payout) •  Gofundme (no Paypal) •  Crowdrise Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/
58. CROWDFUNDING •  Videos are more likely to go viral than just photos. •  why videos are more likely to go viral. http://www.ted.com/talks/kevin_allocca_why_videos_go_viral? language=en •  Your ability to tell your story is significantly increased by using video as a medium. •  http://www.ssireview.org/blog/entry/crowdfunding_for_nonprofits •  Using an organized platform gives you more legitimacy. •  Read more about the pluses and minuses of different platforms http://www.shareable.net/blog/how-to-crowdfund-your-campaign- or-non-profit •  Platforms help by creating and housing content that is easily shareable and low impact for donors. They are seamless and easy to use.
59. CROWDFUNDING: INDIEGOGO
60. CROWDFUNDING – KEEP UP THE MOMENTUM
61. MAKE VIDEOS •  Use what you have •  Prepare ahead of time •  Keep it short •  Choose your words carefully •  Include a call to action •  Choose good music https://www.youtube.com/watch?v=szpN6nn2sMo
62. TXT Campaigns to Raise $$
63. DEVELOPMENT
64. Fund/Friend/Fanraising • Solicit Blog Posts • Offer tweets and status messages • Posting coverphotos
65. Cause Marketing
66. Broad View of Fundraising •  World AIDS Day 2011 •  400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.
67. Ease of Giving Indiegogo 3%, first giving 3% Go Fund Me 5%, wepay 2.9% Pitchin – free, paypal 2.9% ImRaising free, paypal 2.9% Paypal 2.9%
68. Matching Challenges
69. Timely, Broad Reach, Defined Purpose
70. PUBLICITY MAKES THE DIFFERENCE •  Extends your reach •  Gives you credibility •  How? •  Make relationships •  Make pitches •  Press release and press kit
71. Pennies in Protest 1.Decide you can do it! 2.Choose collaborators 3.Decide who gets the money 4.Set up a Facebook page 5.Set up collection page 6.Seed the account 7.Write an email 8.Write a press release 9.Spread the word 10.Contact traditional media 11.Other counter-protests 12.Distribute the money 13.Write a thank you note 14.Pay it forward http://www.penniesinprotest.com/ $14,000 in RVA in 5 days
72. Different Donors •  Donor to Donor – ie. First Giving •  Tap into wider range of givers •  What others can do is often better than what you can do
73. Say thank you, often and creatively
76. PEOPLE RAISE MONEY •  Essential lessons are still true •  Ask for money. •  Say thank you. •  Ask again.
78. WHEN IS THE LAST TIME YOU TRUSTED A COMMERCIAL? •  Recent Nielsen study says people trust: •  Recommendations from someone they know •  Consumer opinions posted online •  Editorial content •  Emails they signed up for •  Branded websites
79. WHY CREATE AND FIND CHAMPIONS 1. The power of a testimonial will outperform anything you create. 2. Champions can open doors faster than you can. 3. It isn’t marketing, its genuine.
80. WHO MAKES A GOOD CHAMPION? •  Basic communication skills •  Enthusiasm for the cause •  Personal connection to the NPO •  Active Facebook profile & basic social media etiquette •  Positive outlook on life •  Willingness to learn •  Time to spend on social media
81. WHERE ARE THEY? •  Your email newsletter – who is clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
82. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine