GRASSROOTSFUNDRAISING

Jerry Yoshitomi

MeaningMatters, LLC – MeaningMatters@gmail.com

August 2010

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This work is licensed under the Creative Commons Attribution-Share Alike 3.0 License. To view this license: http://creativecommons.org/licenses/by-sa/3.0/us//

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Arts groups will have a more sustainable future if they are successful in securing a broad base of financial support from individuals at all income levels within their own communities. (75% of all giving is by individuals and those with lower incomes give a higher % of income.) This broad base of support will enable a secure future allowing groups to make their own decisions on programs and priorities.

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Please describe a personally meaningful occasion when you made an online donation and you felt great about both the cause you supported and the online giving experience.

When was it? What other people were involved?

Describe with a metaphor, simile, or just a word

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Systems Thinking – Counteracting Diminished Expectations (Senge)

Updated Aspirations

Contemporary Capacities

New Knowledge

Make New Mistakes

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The Value System Surrounding Arts ParticipationAlan Brown, Values Study for Connecticut Arts Commission

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Principles of Persuasion (from Cialdini’s Influence) – Decision Triggers

Reciprocity - Obliged to give back those who’ve given to us

Consensus - Decide what's appropriate by examining what others do – social identity theory

Authority - Rely on superior knowledge for guidance

Consistency - Once making choice/stand, personal & interpersonal pressure to be consistent with that commitment.

Scarcity – Opportunities appear more valuable when less available

Liking - Say "yes" to those we know/like (or who like us)

The Contrast Phenomenon Timing

7Nanaimo, BC, Canada http://www.porttheatre.nisa.com/

The Long Tailhttp://longtail.typepad.com/the_long_tail/

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Organizational Storytelling - Staking claim to what the arts do best – impacts are emotional, sometimes indescribable

Specific, but universalProtagonist ContextChallengeAction – Arts Participation ExperienceOutcome/Results/Return on InvestmentDocumentation – Photos, CommentsPurposing the Stories - Storing, Searching, Publishing

30 Words?

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Traditional Bell Curve (Solicitation as Transaction)

High Impact PhilanthropyKay Sprinkel Grace, Alan Wendroff

http://stations.cpb.org/tv/grants/ff/02_pbs_dev_conf_keynote.html

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Transformational Infinity Loop (Issues/Vision Driven)

High Impact PhilanthropyKay Sprinkel Grace, Alan Wendroff

http://stations.cpb.org/tv/grants/ff/02_pbs_dev_conf_keynote.html

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Central Asia Institute School SuppliesYour $20 donation covers the approximate cost of annual school supplies for a student, especially for girls and women, at the Central Asia Institute's schools in rural Pakistan or Afghanistan.

Grassroots International Gardening Tools for an Urban GardenYour donation of $75 helps a family help itself and builds community by covering expenses for gardening tools, watering cans, soil and fertilizers to build an urban garden in the Gaza strip.

http://www.ourvoicestogether.org/site/PageServer

Ffa screen shot

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Grants of $1000 to $10,000 to Commission New Work, 116 projects involving 181 artists

Attracted 3,130 new donors who contributed $729,254

Average of $233 from each donor, Median Gift of $100

San Francisco Foundation and East Bay Community FoundationFund For Artists Matching Commissions

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Connection points increase likelihood of giving:• Personal relationship with the artist or someone in the arts• Passion for the art form or the art medium• Emotional or intellectual interest in the subject matter or issue• Involvement with the culture or community involved in the project 

San Francisco Foundation and East Bay Community FoundationFund For Artists Matching Commissions

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Other Factors Influencing Giving• Conversations: Talking directly about interests & values lead to meaningful connections + contributions.• Online: Two-thirds of FFA donors make donations online; another 20% would consider it: 86% total • Thank you: timely acknowledgement, information about impacts of donations & notice of upcoming programs or invitations to special previews.

San Francisco Foundation and East Bay Community FoundationFund For Artists Matching Commissions

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Other Factors Influencing Giving• FFA donors five times more likely to connect with artists than donors to large institutions. • Requests from a friend, colleague or family member (including those not affiliated) had greatest influence on giving across all types of donors.• Messaging: Why me? Personally relevant

San Francisco Foundation and East Bay Community Foundation - Fund For Artists Matching Commissions

Tracks to Success - The 8 Online Fundraising Changes You Must Make in 2010 - by Katya Andresen

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Ways They Asked• The personal ask: Start with those you know.• The “friend-raiser”: Get those you know to ask others they know. – House Parties• The “church” ask: Use public pitches as well as private ones + envelopes

San Francisco Foundation and East Bay Community FoundationFund For Artists Matching Commissions

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Societalills

Impact of Work

People Concerned

About ills/Impact

ValuesInterests

Motivations

MorePeople

ConcernedAbout ills/impacts

What:StoriesImages

How: Mail, EmailDirect Ask

House Parties

DetermineConnection

Points

Receive/FulfillGift

Donor Recognition

ValuesAlign-ment

DevelopPlan

Communications

DonationsImpact of Gift

MY GRASSROOTS FUNDRAISING PLAN

• What societal ills are you addressing/solving? What is your long term impact?

• What are the values of people (irrespective of income) who would support/align with what you do? Where would we find them?

• What communications methods would you use? What images might you use? What online sites might you deploy to fulfill/secure their gift?

• What are existing connection points with potential donors? How might you connect?

• How might we thank and recognize donors?

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MY GRASSROOTS FUNDRAISING PLAN

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What key concepts have I learned here that I can use tomorrow? What next steps will I take?

Next Steps