raise more money: building an individual donor program · 2019-07-29 · raising money for your...
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Raise More Money: Building an
Individual Donor Program
March 2015
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March 20 & 27, 2015 for Second Harvest Food Bank with Stephanie Roth & Stan Yogi Klein & Roth Consulting www.kleinandroth.com
Raise More Money: Building an Individual Donor Program
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Understand the elements of successful fundraising
Learn new skills
Get more comfortable asking for money
Learn steps to conduct a fundraising campaign
Workshop Goals
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1.5 million nonprofit organizations generate:
$1.4 trillion per year in income from:
Government : 30%
Earned Income: 50%
Private Sector: 20%
Source: National Center for Charitable Statistics and Foundation Center
Sources of Funds for Nonprofits
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Why Individual Donors?
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Total Given in 2013: $335 Billion
• Individuals: $240.60 Billion (72%)
• Bequests: $27.73 Billion (8%)
• Foundations: $48.96 Billion (15%)
• Corporations: $17.88 Billion (5%)
Private Sector Funding Sources
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• 7 out of 10 adults in the U.S. give away money
• More people give away money than vote
• Middle- and lower-income donors are responsible for a significant percentage of money given
• Most people who give contribute to at least 5 groups
Who Are the People Who Give?
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• Focus on building relationships
• A clear case for support
• The right strategy
• Teamwork
Elements of Successful Fundraising
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Acquire Donors
Retain Donors
Upgrade Donors
The Final Gift (Bequest)
Fundraising is about building relationships The Purpose of Fundraising is to Build Relationships
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Donor Pyramid
Donors Money 10Donors
6060%
2020%% 2020%
770%
%
20%
%
Money
10%
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Goal: $10,000
# of gifts Size # of prospects
1 $ 1,000 4
2 $ 500 4
3 $ 300 12
4 $ 250 12
10 $ 100 20
15 $ 75 30
25 $ 50 50
75 $ 25 150
85 $ 10 170
220 452
Sample Gift Range Chart
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Why does your organization exist?
Why is your work important?
What are your core beliefs?
How do you manifest your beliefs?
Making a Case for Support
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Go from this:
“Please, please, please…”
Move into an “EXCHANGE” Frame
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To this: “I think you would be interested….”
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Exchange Principle
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No One in Our Community Goes
Hungry
Your
Organization
Donor
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(Time In - Money Out)
Ladder of Effectiveness
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Method Response Rate Face to Face Meeting 50%+ Personal Call 25% Personal Letter/E-mail 10-15% Direct Mail 0.5-1% Online 0.08% Events Varies
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Who’s on the team?
• Board members
• Staff members
• Volunteers
• Donors
• Former staff, board, clients
Building a Fundraising Team
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Think about:
• Your earliest memory of money
What were you taught about money? What messages did you get about money from family, peers, the larger community?
Getting Over the Fear of Asking
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Ability
Belief
Contact
Who makes a good prospective donor?
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1. Success is asking
Tip: Track the number of ASKS made, not just how much money you raise.
Three Tips For Successful Asking
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2. Be OK with NO
“No” has nothing to do with you.
People say no because:
They have too much else on their minds
They have other giving priorities
They don’t have the money right now
Three Tips, Cont.
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3. Your belief in your cause has to be greater than your fear of asking
Three Tips, cont.
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Steps in Asking
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1. Set goals
2. Recruit team
3. Prepare campaign components
4. Identify prospects
5. Orient & train team
6. Launch & manage the campaign
7. Evaluate & celebrate
Conducting a Fundraising
Campaign
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Magazine and e-newsletter
Grassroots Fundraising Journal
www.grassrootsfundraising.org
Books
Reliable Fundraising in Unreliable Times by Kim Klein
Fundraising for Social Change by Kim Klein
Accidental Fundraiser by Stephanie Roth and Mimi Ho
Order from www.josseybass.com or your local bookstore
Helpful Resources
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Klein and Roth Consulting helps organizations build strong fundraising programs that are mission-driven. We provide practical, hands-on advice on how to build a broad base of individual donors, grounded in social justice values.
Stephanie Roth is a trainer, consultant and coach for nonprofits, with a focus on fundraising, board development and meeting facilitation. Stephanie has written widely on the topic of fundraising and organizational development, and is the co-author (with Mimi Ho) of The Accidental Fundraiser: A Step-by-Step Guide to Raising Money for Your Cause. [email protected]; 510-893-8933 x307
Stan Yogi has worked with non-profits for more than 25 years as a staff member, board member, volunteer, consultant, coach, trainer, and grantmaker. For nearly 14 years, he was Director of Planned Giving at the ACLU of Northern California, where he was also responsible for securing foundation grants and raising major annual gifts. [email protected]; 510-893-8933 x324
Bios & Contact Info
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