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Fundraising Fundamentals
Loving Philanthropy!
2013 contributions: $335.17 billion source of contributions
rounded)
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?
?
?
Your Pie Chart
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Follow The Money*
• 43% of giving by individuals from Boomers
– 21% matures
• 64% of all gifts by individuals from women
– 52% of women came to their marriage with assets
– 92% of male donors say their spouses greatest influence on giving
*Giving USA, Indiana University, US Trust
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Fundraising ROI?
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Inspired, Joyful, Generous Investing
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Lifetime of Investing
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Personal Capital
Human
Intellectual
Network
Financial
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Ernie Ludy, Founder Medstat
“All In”
Management Process Why =
Vision, Plan, Priorities, Case
How = Strategies,
Staff, Board of
Directors
Who = DonorsWhat = Results,
Metrics
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MissionVision &
Big Ideas
ValuesCosts and
Plans
Cases for
Support
Building Blocks
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What
How
Why
Characteristics of a Vision*
• Bold
• Urgent and compelling
• Imaginable
• Desirable
• Feasible
• Focused
• Flexible
• Communicable
A strategic response to anticipated needs and conditions
*John Kotter, Leading Change
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Values Matter
• The shifting nature of wealth and inheritance has families talking about values as well as money.
Strategic Plans
1. Organization plan
– Costs
2. Fundraising plan
– Overarching 3 to 5 year goals
– Tactical plan for current year
3. Marketing and communications plan
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Cases for Support
• Impact and outcomes
• Reasons to increase
• Urgency – reasons to give and give NOW! • Vision
• Priorities
• Case for each priority including unrestricted
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Ultimate
Principal
Major
Leadership Annual
Annual or Regular
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Management Process Why =
Vision, Plan, Priorities, Case
How = Strategies,
Staff, Board of
Directors
Who =
Donors
What = Results,
Metrics
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Software is a MUST!
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Level 2011 2012 2013 2014 Need 2015
$50,000 0 0 0 1 1
$25,000 0 1 0 0 3
$10,000 1 1 0 2 6
$ 5,000 2 2 2 2 10
$ 2,500 5 1 3 0 15
$ 1,000 7 10 11 15 29
60% of Total
$ 500
$ 250
$ 100
Annual Giving Table of Gifts $500K
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Level 2011 2012 2013 2014 Need 2015
$50,000 0 0 0 Joe 1
$25,000 0 Sally 0 0 3
$10,000 Mary George 0 SallyTom
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$ 5,000 Found ACorp X
Found ACorp Y
Found ACorp Z
Found ACorp Y
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$ 2,500 5 1 3 0 15
$ 1,000 7 10 11 15 29
Name By Name
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• Based on capacity ratings – gifts over 1 to 5 years
• 80/20 or 90/10 rule
• 3 to 4 or more possible donors for each gift needed
Major Gifts Table of Gifts Guidelines
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Calculating MG Capacity to Give• 5% of salary for an
annual gift • 5% of known
income and assets for a pledged major gift of $100,000 or more
• Wealth screening• Real estate
calculation
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Inclination Ratings
• Is the donor philanthropic– Gives to three or more
charities at leadership AF levels + ($1,000+)
• Affinity– User of your service, touched
by your cause
• How many degrees of separation? – You know them– Someone you know, knows
them well
• Frequency of giving to your organization
– Three years or more? The more years the higher the score or frequency in one year
• How recent was the last gift?
– Current, last year or two years ago
• Size of last gift – Larger than your average gift or
– $1,000+
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Points Ratings
Philanthropic 0-2 H = 10 to 12 points
Affinity 0-2 M = 6 to 9 points
Degrees of Separation 0-2 L = 4 to 5 points
Frequency/Loyalty 0-2 R = Less than 3 points
Last Gift 0-2
Size of Last Gift 0-2
Inclination Rating
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Rating Quiz
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Joe Connolly, WSJ (2013)
“Retention is the new acquisition
Customer service is the new marketing”
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Best Prospective Donors
• Current leadership donors
• Current major donors
• Grantors
• Lapsed donors 1 to 2 years
• Donors who upgraded
• Give more than average gift
• Give from stock
• Trust bank
• Have you in their will
• Loyal
• Most engaged
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1. Doing what we said (accountability and transparency)
2. Documenting expectations
– Particulars
– Decision makers
– Intent and motivations
3. Thanking within 24 to 72 hours
Defining Stewardship
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Make It Personal – Share the Promise
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4. Providing appropriate and desired recognition
5. Connecting donor/volunteers to the impactof their “all in” investments in pleasing and creative ways using a wide array of tools, voices and experiences
Defining Stewardship
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Making Donors Say “Wow”
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StewardshipMultipleVoices
Personal
Connect the Dots
Impact!!!!
AuthenticS
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Mission, Vision and Values Gatherings
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Management Process
Why =
Vision, Plan, Priorities, Case
How = Strategies,
Staff, Board of Directors
Who = DonorsWhat = Results,
Metrics
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Annual or Regular Giving Programs
1. Direct mail
2. Online
3. Monthly and payroll deduction
4. Social media
5. Phone
6. Street (peer to peer)
7. Checkout counter (cause marketing)
7. Volunteer
8. Special events
9. In-kind
10. Corporate matching
11. Challenges
12. Leadership annual
13. Tied to a major gift solicitation
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Special Events
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Event Goals
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Think, Feel, Do!
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Mission Infused
Pre-Work
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Post Event Follow-up
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Special Event Checklist
• Number
• Net dollars raised
• Goals
• Think, feel, do
• Mission infused
• Impact statements
• High retention
• Capture cell and email
• Strategic follow-up42
The Rights©
• “Right” purpose
• “Right” amount
• “Right” solicitors
• “Right” time
• “Right” participants
• “Right” place
• “Right” materials
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Donor Process
Identification and Rating
Discovery and Research
Strategy Development
Strategic Engagement
Solicitation and Closing
Thanking and Recording
Stewardship and Strategy Development
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6. The Tarnside Curve of Involvement*Developed by Patrick Boggen, Tarnside Consulting, UK
High
GIV
ING
INVOLVEMENT High
Awareness Interest
Engagement
Commitment
Ownership
Taking Personal
Responsibility
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Philanthropic Profile©
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• Capacity, inclination
• Motivations, values, passions, interests
• Top philanthropies and why; where you are
• Decision makers, timing, process
• Natural partners
• Possible obstacles, issues
• Stewardship and engagement preferences
Strategic Conversations
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Listening Styles
• Stories
• Data
• Testimonials
• Info-graphics
• Videos
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Listening
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• Open/Closed• Direct/ Indirect/ Leading• New information• Clarification/Confirmation
• Attitude• Values• Implication• Commitment
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Strategic Questions
Getting the Appointment
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Roles and Responsibilities
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CEO
BoardCDO
1. Building Blocks
2. Ensure a strategically composed and engaged high performing board of at least 20 to 25 individuals
3. Top 25 to 50 donors and prospective donors
4. Invest in fundraising
5. Culture of Philanthropy
CEO
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Make Time
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“Culture Eats Strategy for Lunch”**Peter Drucker
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• Manage program and staff (outsourced as well)
• Plan and organize
– Goals, budget, table of gifts, software
• Portfolio of top donors and prospective donors
• Support CEO, board leaders
• Metrics and reporting
• Staff key board committees
– Fundraising & marketing, board development
CDO
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High PerformingBoards
AND not OR
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• Must Have
• Very Important
• Specific Needs based on strategic plan, values
Strategically Composed
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• Identify
• Engage
Fill the Funnel
• Strategic Conversations
• Engage
Discover• Leadership
level
Solicit and Steward
• Share expectations
• Assign Buddy
Recruit & Onboard
Board Building Process
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Top Ten Philanthropy Responsibilities
1. Make your organization #1, 2 or 3 philanthropic priority
2. Give generously (stretch gifts) and early3. Build a strategically composed, engaged board4. Know mission, vision and work; be able to articulate5. Be a Passionate Ambassador6. Introduce others7. Make personal visits8. Participate in stewardship- share the joy!9. Invest in Fund Development10. Learn all about Fund Development
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Yes to Organization
Yes to Leadership, Vision
Yes to Role of Philanthropy
Yes to Concerns Addressed
Yes to Scope, Purpose
Please Join me with an
Investment
The Upside Down Triangle©
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Management Process Why =
Vision, Plan, Priorities, Case
How = Strategies,
Staff, Board of
Directors
Who = DonorsWhat =
Results,
Metrics
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Metrics
• Retention, loyalty
• Upgrades
• Yes rates
• Social and new media
• Event conversions
• Acquisition
• Re-acquisition
• Board stats
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Fundraising Success Factors
• Read your notes
• Give yourself a grade
• Use the grid
• Decide what you will do
• Set dates
• Build in accountability
• Celebrate successes
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High ImpactHarder to Achieve
High ImpactEasier to Achieve
Lower ImpactHarder to Achieve
Lower ImpactEasier to Achieve
Action Planning
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• Contact us: [email protected] 914-428-7777
• Follow us on Twitter @kareneosborne, @bobosborne17
• Connect on LinkedIn Karen Osborne, Laurel McCombs, Robert Osborne, Jr., Yolanda Rahman
This presentation is the copyrighted property of The Osborne Group, Inc. (TOG) It cannot be used, copied, sold or given away without written permission from TOG
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