2015-02-05 Fundraising for the Small Shop

Fundraising for The Small Shop

Ayda Sanver, MBA, CFRE February 5, 2015

Thrive. Grow. Achieve.

Fundraising for The Small Shop

“Stories from the Small Shop Blog”

Ayda Sanver, MBA, CFRE Ayda Sanver Consulting, LLC [email protected] www.ayda.us 240-423-2647

Agenda •Introductions

•Branding and Communication

•Leveraging the Media

•Your Board Members- Asset or Liability?

•Know Your Donor and Donor Cultivation

•Grant Writing

•Events

•Your Personal “Game Plan” 3 @2015 Ayda Sanver Consulting, LLC www.ayda.us

@2015 Ayda Sanver Consulting, LLC www.ayda.us 4

Objectives- 1. Share ideas with each other!

2. Have FUN! Be Interactive!!

3. Walk away with real tools you can use today!

Introduce Yourself

1. Your name, your employer, your title

2. Why are you here?

3. What do you hope to learn today?

4. Are you afraid of fundraising?

Hint: You’re lying if you say “no,” because WE ALL ARE!

5 @2015 Ayda Sanver Consulting, LLC www.ayda.us

• What is our Mission?

• What are our Programs?

• What is the Impact?

• What is our Image?


IMPORTANT Branding Questions!


Branding 101 • When was the last time you updated your collateral materials? Brochure, Web site, Facebook page, etc.?

• Is your brand well-known in the community? Why or why not?

• Does your logo and tagline speak to your mission?

• Are your staff and board members “on board” with your message? They can help you make it go “viral!”

• How do your donors and the general public perceive your nonprofit?


IMPORTANT QUESTIONS

• Where does your money come from?

• Where does the money go?

• Making a “Case for Support”

What would $50, $100, $200, or $500 accomplish? Let’s write these out now. Remember, “Money is a CHANGE AGENT”

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=riT14wWGbbcy9M&tbnid=XTXcSqcMRVRiJM&ved=0CAgQjRw&url=http://www.tradebit.com/filedetail.php/56659496-dollar-signs-graphics&ei=ZCECU_S1NOXw0QGZyoHgBQ&psig=AFQjCNF5MBg74tVDk2VMB_NaqIoMiFoAnw&ust=1392734948920026

WHAT IS YOUR ORGANIZATIONAL MESSAGE?


Practice Your “Elevator Speech” - Maximum 30 seconds to captivate a stranger - Don’t use “Program-Speak,” use real words and examples! - Leaving them wanting to KNOW MORE, let them ask questions!


4 Parts to an Elevator Speech

1) WHAT you say

2) HOW you say it

3) Invite Feedback

4) Follow-up Request

Adapted from Gail Perry and Associates

30 seconds

You are not asking for anything. Just educating and looking for interest and feedback.

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=_9be5Cur9xH8iM&tbnid=sgJ5aQv6G5_aDM&ved=0CAgQjRw&url=http://footage.shutterstock.com/clip-2104124-stock-footage-two-business-people-talking-face-to-face.html&ei=nSMCU9bSFLPJ0gGd_4HQCA&psig=AFQjCNG99wZ7oECoA_esMLPyDvvVeL6WIw&ust=1392735517405016


Exercise 1: Let’s Practice

1. Find someone in this room that you feel you should get to know better.

2. Pair up!

3. Take turns practicing your elevator speech and getting to know each other better!

4. Are there people you know in common?

5. Give each other feedback!


SPREAD THE MESSAGE!

• Congratulations! You are now “Super Heroes” for this cause!

• You are the AMBASSADORS!

• Post about it on your Facebook page, Tweet it!

• Ask for FEEDBACK! - “What do you think?”

• Fundraising is really FRIEND-RAISING!

• FRIENDS give to FRIENDS not to CAUSES!

• Educate others about the good work of the organization.


When Was The Last Time You….

• Published an Annual Report and sent it to your donors and prospects?

• Sent an e-blast not asking for anything, but just to share a neat story or a video?

• Published a post on your Facebook page that tells your story?

• Published a newsletter and mailed it?


Let’s Pause For A Moment – Burning Questions?

• What are your burning questions?

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nU8PMV6Uj65CRM&tbnid=6KYcb1DONJORlM:&ved=0CAUQjRw&url=http://www.european-coatings.com/Raw-Materials-Technologies/Raw-Materials/Coatings-Additives/Some-flame-retardants-increase-fire-toxicity&ei=knULU7ThDamvsATTu4C4Bg&bvm=bv.61725948,d.aWc&psig=AFQjCNHNrtULpfmqJP0iPrnR4QPodDUCaA&ust=1393346178721819


Leveraging The Media

• Why are you different?

• Where is the tension/emotion?

• Who is the BEST to speak? (NOT who is the top executive)

• What is the visual/audio?

• Any other “hooks?” Does your cause have a “month/day?”

Courtesy of John Boit, Melwood Global, Bethesda, MD- www.melwoodglobal.com


Pitching The Media • Media Advisory vs. Press Release

• Planning/Timing

• Email, phone call, then email again

• Be responsive and know how to pivot

• If TV, explain visuals right up front

• Persistence, persistence, persistence

Courtesy of John Boit, Melwood Global, Bethesda, MD- www.melwoodglobal.com


Working with Board Members

• Are they an “asset” or a “liability” in your fundraising efforts?

• Are they a “part of the process?”

• What is “Founder’s Syndrome?”

• Do they know what is expected of them?

• Divide and conquer! Invite them individually for coffee!

• We are all on the SAME TEAM! It’s all about the mission.

• Great resources at Boardsource.org


Do You Think Fundraising = Cold Calling?

The answer is???

Donors and Cultivation


Donors and Cultivation How well do you know your donor list? Donors are PEOPLE, not ATM machines! Ask for advice, you’ll get money - ask for money, you may just get advice.

Image from “Tag, You’re IT! Now Raise Us Some Money” – Lessons from the Small Shop Blog by Ayda Sanver



“Cultivation” Vs. “Stewardship”

What do we mean by “donor cultivation?” Majorgivingnow.org defines it as follows: “Cultivation consists of all the relationship-building steps that lead to donorship - and cultivation continues as part of a stewardship program once gifts are made. Through cultivation, you learn more about donors, and they learn more about you. Each comes to view the other as a member of the family.”



“Cultivation” Vs. “Stewardship” • “Prospects” vs. “Donors”

• Where do you find prospects? “Warm” vs. “Cold.”

• What can we do to turn prospects into donors?

• Who else, other than you, can be involved in the stewardship process?

• Thank donors SEVEN TIMES!




Exercise #2

You have 5 minutes before your pen self-destructs! Your time starts NOW! Go!!

1. Write down your TOP THREE FUNDRAISING GOALS for the next 6 months.

2. Next to each one, write “attainable” or “doubtful.”

3. List what resources you need to make them happen.


-Let’s see if we can find more resources for you. -What did you discover? Are you surprised?

Discussion


Grant Writing

• Does your organization receive grants from private family foundations, corporate foundations, or the government?

• “When you’ve met one grant maker, you’ve met one grant maker.”

• Do your research! Use tools such as Guidstar.org and Foundationcenter.org.

• Never write grants “BLIND!”

• Follow the grant maker’s requirements.


Fundraising Events

Courtesy of Carol Weisman.

They don’t have to be big or fancy. They have to be FUN! Raffle prize for business card drop. Can be held at your offices. Why not a “wine tasting” free of charge?

Everybody likes free wine . Ask each board member to invite 10 friends. Hype it up! “RSVP now, maximum capacity is 40

people!” Pledge cards distributed by constituents. NO long speeches.

Fundraising Events



Next Steps • Make an action plan!

• Get buy-in!

• Make It Happen!!!

THANK YOU FOR YOUR TIME!!!

Feel free to contact me with follow-up questions, anytime!

Read My Blog! Aydasanver.tumblr.com Author, “Tag, You’re IT! Now Raise Us Some Money,” on Amazon.com Follow Me on Twitter - @AydaSC

Ayda Sanver, MBA, CFRE Ayda Sanver Consulting, LLC [email protected] www.ayda.us 240-423-2647

Documents

2015-02-05 Fundraising for the Small Shop