Fundraising…fundraising and more fundraising! - Fundraising... · The Fundraising Climate...

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Fundraising…fundraising and more

fundraising!

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The Fundraising Climate

Canadians continue to give of themselves through philanthropy to enrich the lives of others

Resources are scarce and every dollar counts

Donors want a more meaningful experience and want to give beyond traditional “cheque book philanthropy.”

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10 Prerequisites of Success

Commitments of time and support from

all key participants

A clear organizational self-image and a

strategic plan for organizational growth

and improvement

Fundraising objectives

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10 perquisites for success

A compelling case

An assessment of the fundraising program

Enlistment and education of volunteer leaders

Ability and readiness of major donors to give

lead gifts before any public announcement

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10 prerequisites of Success

Competent staff and perhaps external

professional counsel

Adequate, funds for expenses

The size of its goal and the timing of the

campaign

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Other factors to consider

Age of the organization

Caliber of the constituency

Range of the Institution’s giving program

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Other factors to consider

Size and geographical distribution of the

constituency

Previous success

Quality of the program and impact of its

services

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Other factors to consider

Location of the organization

Urgency, importance, and relevance

State of the economy

Competing and conflicting campaigns

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Other factors to consider

Trends in the nonprofit sector

Unfavourable publicity

Local issues

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Reasons why donors stop giving

The mission or goals of an organization

change

Change in the donor’s own financial

circumstances

Poor/negative fundraising practices

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Reasons why donors stop giving

Failure to demonstrate achievement

Failure to observe donor intent

Management issues

Scandal

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The Gift chart

Indicates the number and size of the gifts needed to reach goal

Serves as a reality test

Defines the goals that must be met for success

Establishes specific guidelines

Essential management tool

Valuable evaluation tool

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GIFT CHART

FOR

$2,000,000

STANDARDS

OF GIVING

Gift type Gift Range Number of Gifts Total

Major Gift $400,000 1 $400,000

250,000 1 250,000

150,000 1 150,000

100,000 2 200,000

50,000 2 100,000

Special Gifts 25,000 10 250,000

10,000 15 150,000

5,000 25 125,000

General Gifts Less than 5,000 many 375,000

$2,000,000

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Effective Research

To identify people and their relationships

To determine interest

Discover facts about the ownership, control, influence, and wealth

Reduce great quantities of information pertinent to the campaign

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Identifying Prospects

Identification

Information

Interest

Involvement

Investment

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The Case

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The Case Statement

Describes the mission

States the objectives

Describes a set of tasks or strategies for reaching the objectives

Reports on the facilities, staff assignments, and budget required

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The Case Statement

Reports on the facilities, staff assignments,

and budget required

The reasons why a contribution is

necessary

Stresses the strengths of the organization

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The BIG Ask

Objectives:

◦ Know the six basic closing stages

◦ Know how to handle objections

◦ Know the major errors to avoid in

solicitations

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Six Basic Closing Stages

1-Opening

2-Questioning

3-Listening

4-Presenting

5-Overcoming Objections

6-Asking for the Gift

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Opening

The opening will have a definite effect on the

outcome

Make the opening as dynamic and intriguing

Primary goal is to light a fire under the

prospect

Have the prospect talk about themselves

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Questioning

Questions force the prospect into involvement

Talk “with” the prospect verses “to” the prospect

Ask open ended questions

Make sure the prospect knows the need

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Listening

More listening and less talking

We must understand the prospect’s position

Listen with purpose

Be empathetic

Involves your active and meaningful participation

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Presenting

Four questions to answer: ◦ Is it the best?

◦ Will it perform the way you say it will?

◦ Will it become or remain the best in the future?

◦ How will I be paid back for my investment?

◦ USE PEOPLE STORIES

◦ MAKE YOUR LANGUAGE VIVID AND DESCRIPTIVE

◦ MAKE THE BENEFITS FOR DONORS SEEM REAL ENOUGH TO TOUCH

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Overcoming Objectives

Objection not an attack-rather a question

Show understanding of prospect’s position

Let prospect know objection acceptable

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Asking for the gift

# one reason to not obtain gift-not asking for the gift

Know how and when to ask

Always give options

Common to ask for a larger gift than expected

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Errors to avoid in the solicitation

Not asking for the gift

Not asking for a large enough gift

Not listening/talking too much

Not talking about benefits to the prospect

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Errors to avoid in the solicitation

Not asking questions

Not talking about benefits to the prospect

Not knowing enough about the prospect

before the solicitation

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Errors to avoid in the solicitation

Forgetting to summarize before moving to

solicitation

Not practicing with team members before

solicitation

Asking for the gift too soon

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Errors to avoid in the solicitation

Speaking, rather than remaining silent, after asking for the gift

Settling on too small a gift

Not cultivating the prospect before soliciting

Not sending out trained solicitors

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Thank you & Stewardship

Send a hand written note

Send information on the project/program

Invite to events

Have the CEO have a lunch/coffee

Set a “moves Management” plan

Send quarterly reports

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Wrap up & Questions