For people who don’t think they want to do it?? Samayasri

For people who don’t For people who don’t think they want to do think they want to do

it??it??

Samayasri Samayasri

About me…About me…

Been a fundraiser for 10 yearsBeen a fundraiser for 10 years Director of Marketing - at World Society Director of Marketing - at World Society

for the Protection of Animalsfor the Protection of Animals Current turnover $55m per annumCurrent turnover $55m per annum Direct marketing, digital, events, trusts, Direct marketing, digital, events, trusts,

major donors, corporates…major donors, corporates…

Today’s agendaToday’s agenda

What is fundraising?What is fundraising? Some basics about why people giveSome basics about why people give The Case for SupportThe Case for Support How to get it right How to get it right Putting it into action Putting it into action Some ethical questions?Some ethical questions? Summary and questionsSummary and questions

So what is meant by “fundraising”? A Google search yielded some (un)inspiring answers:

“a campaign to raise money for some cause”

www.hyperdictionary.com

“The organized activity or an instance of soliciting money or pledges, as for charitable organizations or political campaigns.”

www.dictionary.com

“fundraising is the process of promoting and gathering monies for specific causes or organizations. Fundraising can be for-profit or not-for-profit. Fundraising utilizes many different techniques such as selling cookies or discount cards to personal appeals”

www.commerce-database.com

a conversation about

unfulfilled ambition

Iain McMullan (a consultant)

The fundraiser’s job is to share their ambition with people who may help them to achieve it

Your ambition; meeting their ambition = a partnership of equals

The fundraiser is the link between a human being’s aspirations for the world – and the means of making them come true

Why do people give?Why do people give?

People give to peoplePeople give to people Self InterestSelf Interest Pride of associationPride of association Long term impactLong term impact Involvement and belongingInvolvement and belonging ImmortalityImmortality

Why do people not give?Why do people not give?

They forgetThey forget They don’t believe they can make a They don’t believe they can make a

differencedifference They don’t connect with the person askingThey don’t connect with the person asking They are muddled about what they are They are muddled about what they are

being asked to dobeing asked to do No-one asks themNo-one asks them

ambition is critical

Dylan Thomas

Without clear and agreed ambition, it is very hard to establish a case for support…

Or… if we don’t know where we would like to be, how can we convince someone to help us get there?

Fundraisers share their ambition in different ways. Common

to them all is the case for support.

Let me tell you

about my ambition

What is the Case for Support?What is the Case for Support?

It is the presentation of information about It is the presentation of information about why you need money (or time), that will why you need money (or time), that will effectively connect into an individual’s effectively connect into an individual’s motivations to give…motivations to give…

The Case for SupportThe Case for Support

Who are you and what do you do?Who are you and what do you do? Some answers?.....Some answers?.....


What are the specific objectives of this What are the specific objectives of this project?project?

Some answers?.....Some answers?.....


Why is this appeal important?Why is this appeal important? Some answers?.....Some answers?.....


What will happen if this appeal fails?What will happen if this appeal fails? Some answers?.....Some answers?.....


How much do you need?How much do you need? Some answers?.....Some answers?.....


When do you need it by?When do you need it by? Some answers?.....Some answers?.....


Who else is giving?Who else is giving? Some answers?.....Some answers?.....


How does this relate to me?How does this relate to me? Some answers?.....Some answers?.....


Be concise and motivating and upliftingBe concise and motivating and uplifting


Be consistentBe consistent

The basics for getting it rightThe basics for getting it right

Identify your lead fundraiser – and resource Identify your lead fundraiser – and resource themthem

Talk & plan internally till you agree what is Talk & plan internally till you agree what is needed (and what can be done)needed (and what can be done)

Start with an internal case – does it work? – Start with an internal case – does it work? – would YOU give to it?would YOU give to it?

Research & segment your market (get to know Research & segment your market (get to know their motivations)their motivations)

Plan your timetablePlan your timetable Branding?Branding?


Check your energy – are you excited? Check your energy – are you excited? Inspired? If not how can you change that?Inspired? If not how can you change that?

Line up your teamLine up your team Get ready to communicate – talks, Get ready to communicate – talks,

posters, lettersposters, letters Go public!Go public! Keep to your fundraising timetableKeep to your fundraising timetable


Say thank you – a lotSay thank you – a lot Track how it is going and adjust Track how it is going and adjust

accordinglyaccordingly Tell people what you did with the Tell people what you did with the

money!! Make sure they know they money!! Make sure they know they DID make a difference.DID make a difference.

Put it into actionPut it into action

Imagine:Imagine:Someone invites you to give a speech at a social Someone invites you to give a speech at a social gathering to people who may give a large gift to gathering to people who may give a large gift to one Centre. You can assume they are one Centre. You can assume they are sympathetic to Buddhism (but not expert).sympathetic to Buddhism (but not expert).

Your task:Your task:Construct a 5 minute presentation using the Construct a 5 minute presentation using the case for support. Only one Centre team will get case for support. Only one Centre team will get the money!the money!

Some ethical questions?Some ethical questions?

How strongly do you make the case?How strongly do you make the case? Gift AidGift Aid Lotteries?Lotteries?

Any questions?Any questions?

More money to spend on

ambitious, longer term

pieces of work that will help

communicate the Dharma.

Less worry about paying the gas

bill

It will be hard work – but ultimately…

2004 Countryfile photography competotion winner

Documents

For people who don’t think they want to do it?? Samayasri