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DEVELOPMENT FUNDAMENTALS Catholic Radio

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Its important to develop each leg of the road map simultaneously. If one leg of the road map is emphasized over another, the other legs get out of balance. During the Foundational Stage, fundraising/development is centered around station purchase and short term operating expenses. 4 Radio Road Map

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Radio Road Map Phase II The first 1-5 years of a new station are an adjustment phase. Fundraising/development in the Adjustment Stage typically centers around 1) funding operating needs; 2) paying off debt; 3) growth and expansion Stations in the Adjustment Phase need to work with a professional to draft a solid and realistic development/funding plan which details 1) Needs (growth, personnel, etc.); 2) Specific financial goals; 3) Concrete and manageable activities to support and achieve those goals. 4

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Who is your Catholic Radio donor?

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Realities of the Catholic Radio Audience Disengaged Faithful 1-3% Engaged Faithful 3-5% Potentially Faithful 20% Church At-Large Initial 3-5% of Catholics in the listening area

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Concerned Catholics In America Conversion due to the station Comforted by your station

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Development Opportunities Development is about providing opportunities Balance of hard work and faithfulness Exposing potential donors to the opportunity to give and to be faithful to what God is asking of the resources he has entrusted to them Not all people are called to give to your organizationbut some are, and you can trust God for this

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Your Givers Catholics do not get their media from Catholic sources Catholics are not givers Many Catholics will not view radio and media as resources they will use Try to understand your givers on the Journey of Faith and within the Law of Thirds

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Your Plan Create and roll out a well-balanced development plan Avoid shot-in-the-dark, random activities that are not part of a larger plan Dont do an activity just because its a good idea, or just because a specific resource is available to youmake sure every activity fits into The Plan Matching funds, matching funds, matching funds Development is never a silo

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Development Marketing Community Engagement Integrated Development Development, Marketing and Community Engagement are three integrated parts that cannot be separated They are never silos Think of all activities through integration

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Work the Pyramid Your development plan should never be about one group or activity Your database should eventually reflect the Pyramid Your annual plan should have activities planned for all levels of the Pyramid

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Long Term Development Goals Development plan must be well-rounded. Provide structured giving at all donor levels. Entry level giving over time should fund annual operating expenses. Entry level giving should have continual growth. Entry level giving opportunities should eventually transfer to annual fund giving. Major gifts should be reserved for capital needs to fund growth and expansion larger donors to be part of a vision. Major gifts pipeline should always be full, with givers and potential givers at all stages of cultivation.

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How the Pyramid Develops Entry gifts or Base Level Giving Mid Level Giving Major Gifts Operating Income Major Gifts Filter Capital Needs and Expansion Endowment Fund Planned Giving Potential Determined Annual Fund

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Operating Needs Capital Needs Are more abstract Are usually funded by entry level donors Can also be funded by commercial initiatives, such as ad sales Can be raised through simple, straightforward tactics Require little or no cultivation Are more concrete Are usually funded by mid- and high-level donors Are best raised through structured giving programs and campaigns Require long-term cultivation of donors Understand Your Needs

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Annual Fund Endowments & Planned Giving Structured way for givers to donate annually Givers usually asked to increase annual gifts each year Designated operating funds Can be accomplished via direct mail or online campaign The ultimate goal in major gifts cultivation Specialized and lengthy cultivation Allows for legacy and expansion Very rewarding to the donor and the organization Understand the Potential

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DEVELOPMENT FUNDAMENTALS Catholic Radio FOR MORE INFORMATION OR TO OBTAINS A COPY OF THIS PRESENTATION CONTACT: SHERRY BROWNRIGG, SENIOR PARTNER SHERRY@KENNEGYBROWNRIGG.COM KATE SELL, SENIOR PARTNER KATE@KENNEDYBROWNRIGG.COM