How to raise funds for your magazine

Bangalore, October 8, 2012 Bangalore, October 8, 2012

Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

How How To To

Raise Raise FundsFunds

For Your MagazineFor Your Magazine

Advanced Magazine Publishing Institute | India 2012


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

If you have a problem that money can solve – it’s not a problem. It’s expenses.

– an old Jewish saying


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Recall: A Solid FoundationRecall: A Solid Foundation

• strong concept: to make money or to spend money?

• effective strategic planning

• diversified income sources

• timely and effective fundraising

• well planned budgeting and cash flow projection

• developed marketing concept and strategy

• ongoing audience and market research

Build A Reliable Business ModelBuild A Reliable Business Model


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingSources of FundingSources of Funding

• Foundations

• Business owners or businesses

• Major donors

• Family and friends

• Investors

• Banks

• The magazine readers

• Government

• Churches, denominational organization

Be smart: Never limit yourself with just one source of funding your project, no matter how good/reliable/easy-to-work-withit might look like!


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingBefore You Start…Before You Start…

• Pray hard

• Listen to God

• Be obedient

Remember: God’s are all the money in the world; by giving and not giving them to us He always wants to say something


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingFundraising MethodsFundraising Methods

• Mail fundraising letters to potential donors.

• The structure of a typical fundraising letter:

Dear_______________,

Briefly state your mission and passion.

Describe the need.

Describe how the recipient of the letter can help meet that need. Be specific and state exactly what the

reader can do.

Thank you.

Sincerely _______________

P.S. Briefly restate the need and what the recipient can do about meeting the need.


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingFundraising Methods (cont.)Fundraising Methods (cont.)

• Submit a grant proposal to foundations.

• Contact each foundation for a copy of their grant guidelines and giving priorities.

• Follow the guidelines exactly.

• If you are at first declined, keep trying.

• Send a quarterly newsletter to supporters.

• Always include an update on financial needs.

• Include a pre-addressed envelope for return donations.


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng


• Schedule appointments with key business people.

• Present funding needs and ways they can donate financial and non-financial gifts. Discuss among other issues:

• buying a part of the print run for giveaways in churches, at the conferences, etc.

• same for the publication-related products

• leave them a high-quality brochure, business plan, etc.


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng


• Create a business partnership proposal for key business people to become investors.

• Offer the potential donors to split the commitment.

• Make a “dollar for dollar” proposal. This lowers the burden.

• Show personal involvement: let some money come from your church, your friends, out of your own pocket. This convinces donors in seriousness of your attitude.

• Submit a grant proposal to your denomination.

• Research local government grants or business loans


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingFundraising Methods – this mght also work…Fundraising Methods – this mght also work…

• Organize an annual banquet or special fundraising event.

• Have quality music, celebrity speaker, and good food.

• Take an offering at the conclusion of the event.

• Organize a sports tournament with key business people.

• Ask business members to sponsor a portion of the event, the food, speaker, etc.

• End with a program of music and a speaker.

• Take an offering.

• Organize a Christmas gift campaign


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingDeveloping A Fundraising PlanDeveloping A Fundraising Plan

• Start early!!

• Develop a two-to-three year plan with multiple fundraising activities each year.

• Plan fundraising activities each year that utilize a variety of methods and appeal to multiple target audiences.

• Analyze the effectiveness of each fundraising activity.[(Total income generated from the activity) – (total expenses for the activity)] / (size of

the activity in units) = fundraising profit per unit

• Revise the plan each year as you learn what does and doesn’t work.


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Do not pray for tasks equal to your powers. Pray for powers equal to your tasks. Then the doing of your work shall be no miracle, but you shall be the miracle.

– Phillips Brooks

A Word Of Encouragement…A Word Of Encouragement…


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng

Effective FundraisingEffective FundraisingA real story…A real story…

An example from the real world: Spikenard Publishing story

ExerciseWrite a fundraising letter.Develop a two-or-three year fundraising plan with multiple methods and campaigns.


Bu

sine

ss O

f M

agaz

ine

Pu

blis

hin

gB

usi

ness

Of

Mag

azin

e P

ubl

ishi

ng Questions?..

Thank you!

Documents

How to raise funds for your magazine