Fundraising from a Former Funder's Perspective

Fundraising from a Former Funder’s

Perspective

Proud to Help Others Achieve their Goals

CAREER HIGHLIGHTS• Raised $5.3 million dollars in employee contributions since

2005 with an 83% employee participation rate.

• Increased employee engagement at Cox from 88% in 2008 to 93% in 2012.

• Named Young Professional of the Year by PRSA–Tulsa Chapter in 2005.

Survey

Survey Questions (Scale of 1 – 10)1. My organizations needs help building

relationships with funders.2. My organization is very skilled at telling our

story.3. My organization does a good job retaining

donors.

AGENDA

Agenda1. How to build relationships with funders2. How to communicate to catch a funder’s

attention3. Strategies to solidify relationships with

funders

Today’s Take Aways1. One action step2. One supporting

statistic3. One new contact

A positive attitude causes a chain reaction of positive thoughts, events and outcomes. It is a catalyst and it sparks extraordinary results.Wade Boggs, Boston Red

Sox

My Commitment To You

You will leave with at least one action step to help you better communicate with

“THE MAN BEHIND THE CURTAIN”

(Glinda, The Wizard of Oz)

“You always had the power, my dear. You

just had to learn it for yourself.”

If you just communicate, you can get by. But if you can communicate skillfully, you can work miracles. Jim Rohn

Commitment from You1. Take notes.2. Identify one action step.3. Avoid the four words of doom!4. Participate! Share your knowledge.

(Yoda)

“Try not. Do or do not,

there is no try.”

Only 10% of people have a learning mindset. The other 90% will only learn if they are forced. Harvard Business Review

BUILDING RELATIONSHIPS WITH FUNDERS

Building Relationships with Funders

1. Discuss the importance of knowing your audience

2. Tips for building rapport3. Group discussion: What works?

“Never think you need to apologize for asking someone to give to a worthy objective, any more than as though you were giving him an opportunity to participate in high-grade investment. The duty of giving is as much his as the duty of asking yours. Whether or not he should give to that particular enterprise, and if so, how much, it is for him alone to decide.”

John D. Rockefeller(Albert Einstein)

“If we knew what it was we were doing, it would not be called research, would it?”

Know Your Audience• Research Potential Donors

• What are their priorities and interests? • Is there a natural tie between your

organization and the business?• How do they like to receive funding requests? • Do they have a giving calendar?

“Charities that help donors uncover their values, passions, dreams and aspirations can be a breath of fresh air to donors who may not be used to being asked what they want.”Heather Gee, GPS Philanthropy (Unknown)

“Action precedes funding. Planning precedes action.”

Know Your Audience

“You can't persuade your listeners if you don't know much about them. Knowing your listeners helps you to shape your message in a way that's most likely to gain their acceptance. That's all the more important when your goal is to persuade, and not simply to inform, your audience.” The Total Communicator

(G.T. Smith)

“Donors don’t give to institutions. They invest in ideas and people in whom

they believe.”

• What do they know about your organization?• What is their history with the agency?• Positive or negative view of the agency?• Potential donor or long-time supporter?

Know Your Audience

“Open a conversation with the donor to learn about his or her values, current situation, and future philanthropic goals. It's not about what you want to sell; it's about what they want to buy.”Kevin Strickland, Not for Profit

Group (Hila Mehr, CauseVox)

“Corporations are more likely to donate to your nonprofit if your

bottom-line missions are aligned or if you have an audience they are hoping

to attract to their business.”

• What’s in it for them? • Branding as a good corporate citizen • Employee engagement opportunities• Volunteerism• Board of directors• Is there a business reason for supporting you?

Building Rapport

• Get the right contact

“It is imperative to know who is best to send a proposal to within the corporation. If you don’t know, send the community relations manager an email and just ask. If we receive a letter to Dear Friends etc., we do not consider that a formal request and do not provide funding.”

Carole Huff Hicks, PSO (Joanne Fritz, About.com)

“Cultivation is not haphazard...but carefully planned and strategic.”

Building Rapport

• Set up a conference call

“Corporations cannot always meet with every nonprofit who wants a meeting – please don’t be put off by that – we usually just don’t have the time. If we do agree to meet, do not take that as a Yes on your proposal for funding. Taking time for a relationship with a nonprofit will not affect the outcome of funding.”Carole Huff Hicks, PSO

(StrengtheningNonprofits.org)

“With corporate donors, make your request less of a sales pitch and more of a discussion of the corporation’s and organization’s

mutual interests.”

Building Rapport

• Utilize employee advocates

“When a charity receives an introduction to a potential donor from an existing supporter, even if it's solely through an email, the charity is automatically seen as more credible in the eyes of the potential donor.”

Ted Hart, P2PFundraising(Edelman Trust Barometer, 2014)

“Leveraging employee ambassadors is a great

way to build trust between employees and the

organization.”

Building Rapport

• Follow up E-mail: Go electronic!

“Please don’t waste your money by sending us annual reports and informational brochures. We would much rather a nonprofit send us an e-mail with an attachment, so that we can save the information and reference it when needed.”Annie Tomecek, TD Williamson

1. Thank You!!!2. Be personal – add something you

learned about the person 3. Brief summary of the call4. Link to website5. Invite to follow on social media6. Invite to an event or site visit (optional)7. Attach collateral material – brochure,

annual report, etc.8. Add all of your contact info

Building Rapport

• Connect with Social Media

“Having potential donors like your page on Facebook or follow you on Twitter provides an opportunity to appear on their feeds and give them daily reminders of your mission.”

ManOverBoard, Inc. (TechImpact.com)

“47% of Americans learn about a nonprofit from the internet,

specifically social media.”

Building Rapport

• Send a hand written note

“Why do thank you notes matter in the customer experience? Because beginnings and endings have disproportionate power to affect your customers.”Micah Solomon, Forbes

(Clay Clark, Thrive 15)

“A thank you note is a memorable way to break

out of the clutter of commerce.”

Building Rapport

• Add them to your database

“Cultivation is a process and a tool. It provides opportunities for the donor to learn about your organization, requires coordination, strategic thinking, and great follow-up.”Kay Sprinkel Grace, Over Goal!


“Communication will be even more effective when it targets people with the greatest potential for

donating. Positioning your cause in ways that feel relevant and

meaningful to prospects is a key step in asking for their support.”

Group Discussion• Best Practices: What works? • Learning from Mistakes: What doesn’t work?• Take Action: How can you implement these

tactics?

(SKEWorthSharing.com)

“Visualize your success. Then take action.”

“Knowledge without application is meaningless.” Thomas Edison

TELLING YOUR STORY CATCHING A FUNDER’S ATTENTION

Tell Your Story

1. How to strategically craft your message2. Discuss common grant writing mistakes3. Activity: Create a compelling story for

funders


“Remain a vocal presence with your donors. Silence communicates inactivity or

a lack of need.”

“Good writing is not a natural gift. You have to learn to write well.”

David Ogilvy (advertising guru)

Tell Your Story

1. Who is your audience? 2. Why are you communicating with

this audience? • Grant proposal, newsletter, thank

you note, etc.

3. What are your key messages?• Determine top 1-5 points you

want to convey to your audience.

(Lindsey McCaffrey, content strategist )

“Your key messages must meet two criteria:

be concise and interesting.”

Tell Your Story

4. What is your special sauce? • Identify you Unique Selling Proposition• Why should someone fund your

organization verses another agency?

(Entrepreneur.com)

“Unless you can pinpoint what makes your business unique in a

world of homogeneous competitors, you cannot target your sales efforts successfully.”

Unique Selling Proposition: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

Tell Your Story

5. What is the problem you are solving in the community? • How are you solving the problem? • What are your biggest successes? • Use data to support your successes

6. Identify individual success stories that demonstrate the impact of your programs. • Weave data and impact into your story.

“People remember stories. They forget facts. This is the gift you

offer to your donors—a concrete, memorable, emotional experience

of helping others.”

(Harvey McKinnon)

Tell Your Story

7. Call to action• What do you want the audience to

Do or Feel?• Clearly define how to take action.

(Printwand.com)

“Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do.”

David Ogilvy

“Writing a call to action is more effective when the

audience is only being asked to complete one task.”

21 Types of Content We All Crave

(Source: RecessionSolution.com)

1. Content that reminds us that life is short.

2. Content that reminds us that dreams can come true.

3. Content that gives us faith to believe for bigger things.

4. Content that reminds us that we matter.

5. Content that reminds us of the overlooked or forgotten “basics.”

6. Content that has unexpected twists.

7. Content that tells a story.

8. Content that takes us along on a journey.

9. Content that inspires us to action.

10. Content that makes us laugh or smile.

11. Content that makes us cry (tears of joy or sadness).

12. Content that reveals secrets.

13. Content that surprises us.

14. Content that encourages us to never give up.

15. Content that reminds us that we are one-of-a-kind and encourages us to live that way.

16. Content that reminds us that there’s more.

17. Content that confirms our assumptions.

18. Content that challenges our assumptions.

19. Content that educates while entertaining us.

20. Content where David defeats Goliath.

21. Content that gives us a fresh point of view even about common things.

Common Grant Writing Mistakes

(John Hayden, Inbound Zombie)

“Don’t ask people to “donate.” Instead, ask them to “join” or

“build,” etc. Appeal to an identity and emotion, not wallets.”

“Even though you must include plenty of facts, make sure that stories about real people illustrate the issues you are writing about. Stories backed up with data are likely the best way to reach the hearts and the minds of your readers.” Joanne Fritz, About.com


1. Not following directions.2. Not researching the funders’ interests

and guidelines.3. Repeating exact phrases from the

funder's guidelines.4. Failing to educate the funder. 5. Talking more about problems than

solutions.


6. Addressing specific problems with general solutions.

7. Using buzzwords and jargon.8. Careless editing.9. Budgets that don't make sense.10. Asking for the wrong amount.

Tell Your Story

Worksheet: Crafting a compelling message

Crafting a Compelling Message for FundersPeople remember stories. They forget facts. This is the gift you offer to your donors—

a concrete, memorable, emotional experience of helping others. - Harvey McKinnon

SOLIDIFYING RELATIONSHIPS WITH

FUNDERS

Solidifying Your Relationship

1. Discuss ways to maintain strong relationships with donors.

2. Examples of “What not to do…”3. Group Discussion: What works?

“Creating a strong business and building a better world are not conflicting goals – they are both essential ingredients for long-term success.”William Clay Ford Jr., Ford Motor

Company (Paul May, BuzzStream)

“Build the right relationships with the right people and

nurture them over time and you’ll always have a leg up on

the competition.”


• Don’t underestimate the importance of thanking donors

“If the donor is new, realize that pitiful little donation is an opportunity for a LIFETIME of support. You are starting a new relationship. Make your thank-you especially impactful, meaningful and memorable.”Marc Koenig, Nonprofit

Hub (The Seven Key Drivers of Donor Commitment Idea Bank)

50% of donors say personalization of thank

you is more important than speed.


• Provide added value to the donor• Provide information that can be shared with

employees and/or management (i.e. photos of clients/thank you notes)

• Share real metrics that help the donor understand program results.

• Offer volunteer opportunities to engage employees.

• Keep your organization top of mind• Communicate how a donation is being

utilized.• Provide updates about the organization –

newsletters, success stories, etc.

63% of donors want to know how money will be

used.

(Money for Good II)


• Be honest with donors

Susan Parker, Clear Thinking Communications (Harvey S. Firestone)

“I believe fundamental honesty is the keystone of

business.”

“It’s refreshing—and rare—when officials at nonprofit organizations feel confident enough to say what worked and what didn’t work. People will pay attention because admitting mistakes is so extraordinary in today’s world. It will set you apart.”


• Demonstrate financial professionalism• Provide timely reports & updates• Include all of the information requested.

Zimmerman -Lehman

(Blackbaud)

“Without accountability standards in place, a

nonprofit risks losing the trust of donors, volunteers, and other key stakeholders.”

“The more you can assure your own organization is accountable and transparent the more trustworthy you will be viewed by the public, donors, constituents and regulators.”

Avoidable Mistakes“If we do not fund you, do not call the company and argue that the company should have funded you, and/or get defensive about not being funded this time. We have lean charitable giving budgets and we make tough decisions all the time.”

“Don’t create a program just to impress us. You know

what works for your clients. Do what you do best.”

“Do not call and complain that we did not provide enough funding; we had one nonprofit call and say we must have forgotten the other “zero” in the amount (!)”

Group Discussion• Best Practices: What works? • Learning from Mistakes: What doesn’t work?• Take Action: How can you implement these

tactics?

(Tony Robbins)

“The path to success is to take massive,

determined action.”

“Knowledge without application is meaningless.” Thomas Edison

TAKE ACTION

“ACTION IS THE REAL MEASURE OF INTELLEGENCE.”- NAPOLEON HILL (Famed success writer and fan of taking action)

Thank you for coming!

www.ElizabethKingConsulting.com1-918-853-6771