fundraising best practices: street business school …...fundraising at its best. 7 •fundraising ....
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FUNDRAISING BEST PRACTICES: STREET BUSINESS SCHOOL AND COVID-19
A TRAINING SESSION FOR GLOBAL CATALYST PARTNERS
UNDERSTANDING PHILANTHROPY AND FUNDRAISING
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PHILANTHROPY – WHY AND HOW TO LOVE IT
What is philanthropy really and why should we embrace it?
“It is one thing to say, ‘I believe…’; it is another to manifest belief in action.” (Understanding Philanthropy, Payton & Moody)
Philanthropy emphasizes action!
• Volunteerism
• Advocacy
• Giving
• Learning
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PHILANTHROPY – WHY AND HOW TO LOVE IT
Why does this matter?
As soon as you can see it as more than a transaction of giving, the more successful you will be at receiving.
Now, more than ever, it important to truly understand that your donors and potential donors are human beings worthy of …
• your outreach,
• your listening,
• your interest in their values,
• your help connecting them to their goals,
• true and honest relationships.
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UNDERSTANDING GIVING
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2018 contributions: $247.71 Billion by source (in billions of dollars)
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UNDERSTANDING GIVING
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FUNDRAISING AT ITS BEST
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• Fundraising IS NOT:
• About asking for money
• Transactional
• Siloed from other departments
• Fundraising IS:
• About trust and relationships (even
grants)
• Owning the entire journey (moves
management)
• About quality program, leadership
and communications
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BEST PRACTICES AND COVID-19
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TELL YOUR STORY AND TELL IT WELL
Where do you start?
• Case for support
• Invest in positive story-telling
• Create credibility-• data,
• testimonials,
• associations (Example: SBS)
• Be a leader• stand for something,
• lean in to what you know and can offer,
• spark collaborations with others
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TELL YOUR STORY AND TELL IT WELL
COVID-19 specific communications
During this crisis, personal and thoughtful messages are more important now than ever
• Call:• Ask how they are
• Listen
• Do briefings individually
• Write/publish/post
• Send notes/letters
• It’s okay to not have all the answers. No one does.
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TELL YOUR STORY AND TELL IT WELL
COVID-19 specific communications: 30-60-90 day comms plan
11*Table provided by CCS
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GIVING IS ABOUT RELATIONSHIPS
Why do people give? (Quiz)
Name the top three reasons why someone will make a gift…
- Because they were asked
- Because of their relationship to the person who asked
- Because of their personal connection to the mission
- Because they trust the leadership
- Because they want to be a part of something positive
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GIVING IS ABOUT RELATIONSHIPS
Philanthropic relationships are based on trust, vulnerability and likeability
• Trust – Financials, reliability, professionalism
• Vulnerability – Share ideas and challenges, engage stakeholders,show your heart
• Likeability- Have a clear vision for creating impact, ask questionsand LISTEN!, be interested in who they are and what they believe
Role play!
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GIVING IS ABOUT RELATIONSHIPS
COVID-19 specific relationships• COVID-19
• Outreach to your community – have you called everyone?
• Problem solve together – small groups, individual outreach
• Report, give updates
• Engage virtually - What is unique about your organization that can engage people duringthis crisis?
• SBS examples:• Called everyone who has given $100+ to check in, ask questions, report on updates
• Invited people to key problem solving sessions
• Hosted a webinar for all of our $1,000+ donors
• Emailed a report in March and April and we are mailing a hard-copy report now
• We have invited donors to send messages of encouragement to alumni14Property of SBS. Please do not share.
OWN THE ENTIRE JOURNEY
Moves management process
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Engage and cultivate Ask and follow up
Exploratory call
Virtual tour
Hearing from
alumnae
Friend of donor
Vendor
Foundation
Board member’s
niece
Would you be willing
to give $X?
Identify and research
Appreciation WebsitePartnership
Thank youSocial media Generosity
Honoring ReportingGratitude
Steward
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OWN THE ENTIRE JOURNEY
Identify and research• Identify
• Prospecting• Friend-raising• Research funds• Network
• Research• Know as much as you can before talking
• SBS examples during COVID-19• We host online events to meet new people• We apply to speak at conferences, even if virtually, to meet people• We research and rank funds according to alignment and connections• We do briefing reports of everyone before meeting to be prepared
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OWN THE ENTIRE JOURNEY
Engage and cultivate• Engage
• Tailor the talking points• COVID-19: Customize the connection (it’s not one size fits all)
• If you are emailing more than calling, if you are mass gift requesting rather than makingindividual requests, your efforts will be lost
• Cultivate• Don’t jump into the ask• Develop a mutual understanding of values
• SBS examples during COVID-19• Conducting individual reports on how funds were spent• Work together on the gift request proposal rather than surprise them with the request• Report on our COVID-19 response to they know what we are doing and how they can
help
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OWN THE ENTIRE JOURNEY
Ask and follow up
• Ask• If possible, ask individually rather than through a mass appeal.
• Ask for a specific amount
• Do it after truly knowing and understanding what is important to the donor
• Foundations are the same – customize to their focus areas
• Follow up• Asking for a gift doesn’t raise money. Following up on your ask does.
• Draw from deadlines that exist to create a reason for the funder to reply.
• SBS examples during COVID-19• COVID-19 match gift donor
• Focused time to designate a gift for a specific COVID-19 response
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OWN THE ENTIRE JOURNEY
Recognize and steward
• Recognize• Find ways to say thank you
• Honor your community thoughtfully
• Steward• A gift kept is easier to secure than a new donor
• If the funds are pledged, find other discussion points beyond money to continue therelationship throughout the year
• SBS examples during COVID-19• Requested introductions to other NGOs
• Offer to host positivity parties to keep our stakeholders a part of their communities
• Keeping communications positive during a frightening time
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WHAT CAN YOU BE DOING NOW?
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IF YOU HAVE ONE HOUR A WEEK
Time is limited. So, if you can give just one hour/week, consider the following:
• Individual calls (45 minutes)• Starting with those who are the most invested, speak to three donors or potential
donors for 15 minutes each about:• How they are doing
• How your organization is adjusting
• Your opportunities to collaborate in the future
• Your financial status
• Write a weekly report (15 minutes)• Write a one-page report on good news from your organization, state of your need, and
suggest a time to talk next week.
• Send it in individual emails to 15 people
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IF YOU HAVE THREE HOURS A WEEK
If you can give three hours/week, consider the following:• Individual calls(90 minutes)
• Starting with those who are the most invested, speak to six donors or potential donorsfor 15 minutes each about the items previously mentioned.
• Write a weekly report (30 minutes)• Write a one-page report on good news from your organization, state of your need, and
suggest a time to talk next week.• Send it in individual emails to 30 people
• Conduct a community webinar (30 minutes prep, 30 minutespresentation)• Offer a 30-minute update to your existing and prospective partners• Don’t ask for money.• Follow up with individual requests to have a conversation about how they can get
involved. In the follow up call, ask for a specific gift.22Property of SBS. Please do not share.
IF YOU HAVE TEN HOURS A WEEK
If you can give ten hours/week, consider the following:
• Individual calls(3 hours)• Starting with those who are the most invested, speak to 12 donors or potential donors
for 15 minutes each about the items previously mentioned.
• Write a weekly report (1 hour)• Write a one-page report on good news from your organization, state of your need, and
suggest a time to talk next week and send it in individual emails to 50 people
• Conduct a community webinar (1 hour)
• Start planning a public appeal (5 hours)• Arrange for a match gift donor for all funds given within a specific/limited time period
• Create an appeal specific to how your organization is an asset in response to COVID-19
• Ask for a few donors to be ready to be recognized as committed with the announcement
• Follow up with everyone who receives the appeal with an individual call23Property of SBS. Please do not share.
IF YOU HAVE 40 HOURS A WEEK
• Individual calls(10 hours)• Starting with those who are the most invested, speak to 12 donors or potential donors for 15
minutes each about the items previously mentioned.
• Write a weekly report (1 hour)• Write a one-page report on good news from your organization, state of your need, and
suggest a time to talk next week and send it in individual emails to 50 people
• Conduct a community webinar (1 hour)
• Start planning a public appeal (5 hours)
• Research and apply to the COVID-19 funds (20 hours)• Research the opportunities listed on the SBS website
• Try to have exploratory calls with the fund manager, to learn how to customize your proposal
• Consider/test creative ways you can illustrate impact virtually (2 hours)
• Ask other NGOs how they are successfully fundraising. Let’s learn together (1 hr)24Property of SBS. Please do not share.
THANK YOU
“Philanthropy is a means of getting closer to our own humanness and the humanness of others. Philanthropy is a laboratory of vice
and virtue, a laboratory for the study of human nature at its best –and sometimes at its most disappointing.”
(Understanding Philanthropy, Payton and Moody)
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MORE QUESTIONS AND ANSWERS?
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