2010 Capacity Building Conference

Creating a Dynamic

Resource Generating Boardpresented by

Partnership in Philanthropy

Chatham, NJLeslie M. Loysen ● Consulting Services for Non Profit Organizations ● 732-957-0740 ●

[email protected]

How in God’s

Wide World

do we get

the Fund Raising Job Done?

Leslie M. Loysen ● Consulting Services for Non Profit Organizations ● 732-957-0740 ● [email protected]

1. Who gives the gifts?

2. Who gets the dough?




What do we need the money for? How much do we need? Why do I have to do it? Who has the ……………..?



Mission – Why does our organization exist? How will we make our world better? What problems are we trying to solve?


It’s pretty hard to get someplace if

we don’t know where we’re going !!!

Lets base our Fund Raising Goal on:

History --- $ ______________ (What have we raised in the past?)

Need --- $ ________________(Is our need realistic – or are we trying to fill a budget hole?)


With all I do

as a Board Member,

you expect me to

raise money too?


1. Make a Gift2. Be informed3. Carry out the “Ambassadorial”

function4. Identify prospects5. Cultivate prospects and donors6. ASK7. Practice Stewardship of Donors


Lead by example !

Make your Gift or Pledge

FIRSTLeslie M. Loysen ● Consulting Services for Non Profit Organizations ● 732-957-0740 ●

[email protected]

Be Informed


Carry out

the Ambassadorial Function


Identify Prospective Donors Family Friends / Neighbors / co-workers Other contacts – social, religious, etc. Past donors Donors to similar causes Event attendees



Who are our most likely donors?Play the initial game # 1:

“L - A - I”

L = Linkage – how is the prospect linked to us?

A = Ability – what is the prospect’s ability to

make a gift?

I = Interest – what is / are the prospect’s

interest(s)?


Cultivate our Prospects

• Be knowledgeable & inform• Have the Tools – Brochure, Fact Sheet, Internet

• Be an ambassador• Host an “in-home Cultivation Event”• Schedule at least 1 “Cultivation Event”

targeting a specific constituency• Get third party endorsements


ASKThree important questions:

What are the best ways to ask?

How much do we ask for?

Do we understand the prospect?



How many prospects do we need to reach our Goal?

A frequently used rule of thumb……

3 - figure gifts ($$$) = 3 prospects

4 - figure gifts ($$$$) = 4 prospects

5+ - figure gifts ($$$$$+) = 5 prospects


How do we evaluate a donor ?Play the initial game #2:

“F - R - A - S”F = Frequency – how often does the

donor make a gift?

R = Recency – when was the last gift?

A = Amount – what was the size of the gift?

S = Source – what was the source of

the gift? – a solicitation/ an event?


Ask Again – Follow-upNot everyone gives

the first time they are asked

• Realize that a 2nd “ask” will be necessary• Have a “follow-up” plan in place when you

make the first ask


Practice StewardshipA known fact about Fund Raising –

It is easier to get an existing donor to give again (and often give more)

than it is to find a brand new donor.

How can we insure that our donors will continue to support us?


Proven Stewardship Efforts• Use the Phone – call each donor within 1 week of

receiving a gift• Send a written “Thank-You” promptly• Call at least three (3) new or old or lapsed donors a

month• Tasteful Recognition• Send an off season (non-ask) Donor Newsletter

(“insiders news”)• What you’ve done with their gifts• How you are cutting costs• Share a “success - story” or testimonial


More Proven Stewardship Efforts• Sweat the small stuff

• Use a Post Card

• Special Handling

• Significant Donors merit regular contact

• Recognition Reception

• Perks


FR101: All Fund Raising must relate to Mission

FR102: People Give to People- not just to worthwhile causes. Good causes are not entitled to support; they must earn it.

FR103: Board Members and Key Staff must give.

FR104: People give to “success” – not “distress”. Can’t have an Annual “Emergency Fund Raising Drive”

FR105: People give to “peers”.

FR106: Fund Raising means you’re in the Name Capturing business


FR106: Fund Raising means you’re in the Name Capturing businessFR107: Most “likely” donors are identified by 3

characteristics: (L) – Linkage / (A) – Ability / (I) – InterestFR 108: Never let an anniversary ending in “0” or “5”

go away without using it for a Fund Raising purpose.

FR 109: Evaluate donors by Frequency / Recency / Amount / Source of gift.

FR 110: Decide on a Major Gift ($$ size) amount.Leslie M. Loysen ● Consulting Services for Non Profit Organizations ● 732-957-0740 ●

[email protected]

Diagrams used in this workshop appeared in the following publication:

The Constituency ModelPage 42“Achieving Excellence in Fund Raising”Henry A. Rosso & Associates2nd Edition; Jossey Bass; 2003

The Ladder of EffectivenessPage 82“Achieving Excellence in Fund Raising”Henry A. Rosso & Associates2nd Edition; Jossey Bass; 2003


Brain Dump Time !

?

AnswersLeslie M. Loysen ● Consulting Services for Non Profit Organizations ● 732-957-0740 ●

[email protected]

Creating a Dynamic

Resource Generating Boardpresented by

Partnership in Philanthropy

Chatham, NJ


Documents

2010 Capacity Building Conference