positioning your library for funding success
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OLA SuperConference 2005
Positioning your library for funding success
Ann Andrusyszyn, Development Officer, Barrie Public Library
Rob Lavery CFRE, Resource Development Consultant, Southern Ontario Library Service
OLA SuperConference 2005
Positioning your library for funding success
Session Outline– Diversifying funding sources
• Options• Ways to raise revenue from these source• Most common – strengths and weaknesses
– What are libraries doing?• Trends
– Barrie Public Library experience– Making decisions
OLA SuperConference 2005
Sources of revenue for Charities
Government Earned income Foundations and Corporations Individuals
OLA SuperConference 2005
Sources of revenue for Charities
Government – 60% Earned income – 26% Private Giving – 14%
– Foundations and Corporations – 20%– Individuals – 80%
Over $5 billion!
OLA SuperConference 2005
Fun with numbers!
For more information on charitable giving and volunteering, go to
www.givingandvolunteering.caStatistics from the National Survey on
Giving, Volunteering and Participating- Fact sheets- Manuals- Reports
OLA SuperConference 2005
Sources of Revenue
Government– base funding– special funding– gaming and lottery
OLA SuperConference 2005
Sources of Revenue
Foundations– private– corporate– community– special purpose
OLA SuperConference 2005
Sources of Revenue Corporate
– donations– marketing-driven sponsorships– in-kind goods and services– employee campaigns– matching funds– joint promotions– secondments
OLA SuperConference 2005
Sources of Revenue Individuals
– person to person asks– direct mail– special events– door to door canvassing– telephone canvass– major donations, or large specially-named gifts– planned gifts - bequests, insurance– memorial, celebration cards– response to paid ads or PSA’s
OLA SuperConference 2005
Most common methods
Special Events - strengths– the most common way to raise money - competition– donor loyalty, volunteer motivation, fun– profile in community– prospect and first time donors– forum for education – sponsorship opportunities– volunteer and leadership recruitment
OLA SuperConference 2005
Most common methods
Special Events – weaknesses– very resource heavy – time and energy– high risk– lots of planning– sales dependent – cost-effectiveness increases over time
OLA SuperConference 2005
Most common methods
Direct Mail - strengths– lots of smaller donations– cost-effective over time, and numbers,
acquisition expensive– can be very scientific/mathematical – good
reporting, becomes more personal– very predictable, trackable, repeatable– good demographic for libraries
OLA SuperConference 2005
Most common methods
Direct Mail - weaknesses– increasingly competitive– contracted services – investment capital– perceived as impersonal– losing audience
OLA SuperConference 2005
Most common methods
Major Gifts – strengths and weaknesses– assumes active, mature FR program– assumes personal visits and peer solicitations– little or no start-up, very cost-effective– good stewardship of donors and involvement of
volunteers– very successful– long-term – relationship building with donors– reliance on volunteers (competition for volunteers
with influence and affluence, need for many)
OLA SuperConference 2005
Fundraising Trends in Ontario Libraries
Or,
The world according to Rob
OLA SuperConference 2005
Library Trends
Shift from volunteer to staff– Creating staff positions, or partial positions
responsible for fundraising or development– Hiring from outside the library, for special
expertise Resourcing the program
– Donor management software– Contracted services – especially for mail
programs and capital campaigns
OLA SuperConference 2005
Library Trends
Incorporating communications with fundraising– Libraries as charities– Building philanthropy– Raising awareness about the library through
newsletters that have fundraising messages– Raising awareness about the library through
events
OLA SuperConference 2005
Library Trends
Planning for fundraising– Isolated incidents to long range strategies– Friends, Foundations, Boards, staff working
together
Move into mail programs– Small and large libraries– Use of patron database
OLA SuperConference 2005
Barrie Public Library:Developing Resource Development
Capital Campaign for the current library– No real history of donors/gifts– Outside help for campaign– Positive outcomes
Resource Development staff– What prompted the decision?– Special expertise
OLA SuperConference 2005
BPL Development: Establishing priorities
Starting a programme– Board supportive of what is needed to start– Basics put in place
• Policies & procedures• Donor software
Planned Giving– Started simply with bequests– Added more as the programme grew– Coupled with Major Gifts
OLA SuperConference 2005
BPL Development: Shifting priorities
Changing needs Changing staff Reassessment by Board and Director Decision to work towards an integrated
programme Planned Giving and Major Gifts onto back burner
(already established) Start to put lower levels into place in fundraising
programme
OLA SuperConference 2005
BPL Development: Change in Focus
Focus shifted to annual fundraising programme Library has ongoing needs Outgrown current facility
– How do we best articulate that?• community partnerships• positioning in community• awareness• high profile event for both fundraising and
awareness
OLA SuperConference 2005
BPL Development:Specific intent
Barrie Public Library made a conscious decision:– to go with a dedicated
staff position– to bring in special
expertise– to commit to
development– not to set up a parallel
Foundation
OLA SuperConference 2005
BPL Currently: Build community
relationships First annual direct
mail campaign– build a donor base– raise awareness– educate our public that
we’re a registered charity
– how did we create it? Marketing to
articulate needs– to public– to City Council
OLA SuperConference 2005
BPL Future:
Following our Strategic Plan
Working towards capital campaign for branch
Integrated fundraising programme
Progression of donors
OLA SuperConference 2005
BPL: How are we reaching our goals? Took first small steps
– Initial decision Gradual progression
– Grow accordingly Planning
– Donor software– Strategic plan– Privacy/confidentiality– Board on board!– Encourage growth – don’t
stifle it
Use volunteers– Library specific– Special event
Engage our public Build on previous
successes Create excitement
– “the” place to be! Stay focused Become essential
– strong community partner– Good City partner
OLA SuperConference 2005
Essentially, we are reaching our goals by carrying out our mission:
“ Enriching the economic, social and cultural vitality of our community by opening doors to lifelong learning ”
OLA SuperConference 2005
Making decisions
Where do you start?– Who is doing what now?– Knowing your options– Spending $ to make $
OLA SuperConference 2005
Who will do the work?
Who is doing what now?– Friends– Fundraising Committee– Foundation– Board– Staff– Community Foundation
OLA SuperConference 2005
Who will do the work?
What is working?– Events – book sales, dinners, dances…– Canvass– Adoption, memorial
OLA SuperConference 2005
Who will do the work?
– Can you work better together?
– What can you add to your FR program that makes sense?
OLA SuperConference 2005
Knowing your options
Assessing your activities– What structure will work for us?– Are we communicating?– Are we planning?
Assessing who is doing what?– Are we making the best use of the people we
have – their talents and connections?
OLA SuperConference 2005
It takes $ to make $
How are we resourcing the fundraising activity?
Can we access specialists to help us? Are there educational, development
opportunities?
OLA SuperConference 2005
Starting Point
Stop talking about it, and start doing it!
Capitalize on leaders’ enthusiasm – and leave the nay-sayers behind!
Capitalize on existing programs and expand, add & grow
OLA SuperConference 2005
Starting Point
Choose a program, and plan it out – learn from your experience
Access professionals in your community
ASK!
OLA SuperConference 2005
Questions & Answers
Ann:
aandrusyszyn@city.barrie.on.ca
Rob:
rlavery@sols.org
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