• They are inherently generous• They want to make a difference• People give to positive enthusiastic people• To share a joy or loss• To be to part of a community or organization• To receive peer approval and recognition• To gain tax and financial planning benefits• They are specifically asked
They don’t see how their donation will make a difference
They don’t feel wanted or needed They received no personalized appeal A past gift went unacknowledged Timing wasn’t right The organization’s mission wasn’t compelling for
them They weren’t asked
“People give to people” Successful fundraising goes hand-in-hand with
building relationships with prospective donors.
Identify Inform
Interest Involve
Invest
Special AppealsSpecial Appeals Major GiftsMajor Gifts Board GivingBoard Giving
Special EventsSpecial Events BequestsBequests Workplace Workplace CampaignsCampaigns
In-kind GiftsIn-kind Gifts Government Government GrantsGrants
Foundation GrantsFoundation Grants
Monthly Pledge Monthly Pledge ProgramsPrograms
Sales of t-shirts, Sales of t-shirts, books, etc.books, etc.
Corporate Corporate MembershipsMemberships
Individual Individual MembershipsMemberships
Donations from Donations from Civic & Religious Civic & Religious
OrganizationsOrganizations
Corporate Corporate SponsorshipsSponsorships
Matching GiftsMatching Gifts Fee For ServiceFee For Service Endowment Endowment IncomeIncome
Source: www.gailperry.com. Reprinted with permission of Gail Perry Associates.
Example:The mission of the Diabetic Youth Foundation is to improve the quality of life for children, teens and families affected by diabetes. The Foundation provides education and recreation within a supportive community, encouraging personal growth, knowledge and independence.
A clear Mission and Long Term Purpose
1.No one is waiting around to give2.Fundraising is a conversation3.Effective fundraising is passionately
telling your story4.People give to people5.You must ask to receive6.You cannot thank enough7.Donors are developed, not born8.People will do what they please
Principles of Fundraising
Individual Noncash Charitable Contributions, 2007
(Money amounts are in the thousands of dollars)
Type of Donation Number of Donations Amount
All donations 18,599,215 52,827,286
Corporate stock 450,824 237,728,784
Mutual funds 23,395 1,418,878
Other investments 7,639 1,946,378
Real estate 9,932 1,896,978
Land 8,271 4,047,464
Conservation Easement 2,405 1,954,122
Façade Easement 242 222,269
Art and collectibles 108,556 997,996
Food 387,160 98,698
Clothing 11,141,891 7,613,709
Accessories 69,574 103,577
Electronics 580,759 372,087
Household items 4,183,228 3,920,893
Cars 331,979 578,113
Other Vehicles 11,223 116,514
Services 34,183 56,546
Airline tickets/miles 1,851 3,712
Other 1,246,103 3,750,570
1) ¼ high net worth individuals globally say charity is a top spending priority;
2) US, Ireland, South Africa and India lead the way in donating both money and time;
3) UK and Qatar emerge as ‘Volunteer’ donors, donating time rather than money;
4) Philanthropy has a bright future, with 44% of respondents saying they will give when they retire
5) Men are more active philanthropists in developed countries, but in emerging countries, women take the lead;
6) After North America, developing countries are the second most likely group to give money to charity-why is this?
Bill & Melinda Gates Foundation Study
The report notes that in India, poverty is ever-present and many Indians do not trust the government to provide adequate solutions, so people feel the need to do something on their own to address the multitude of problems. Similarly in South Africa, wide rich/poor divide is considered a driver for wealthy individuals to give, in addition to the resurgence of the Ubuntuism. (Ubuntuism means to care about one’s fellow human beings and is based on generosity and altruism.)
Charitable Giving as a % of Gross Domestic Product by country:
USA 2.2UK 1.3Canada 1.2India .6Brazil .3China .1
http://www.globalization101.org/news1/Globalization-of-Philanthropy
75% of charitable giving in US is by individuals
10 % percent of charitable giving in India is by individuals with balance by foreign corporations and government
Use your time wisely
Do your research – on giving in your country, on potential donors, on giving history in your communities
Be knowledgeable about your productMission, case statement, goals & objectives,
outcomes, evaluation process, budget, etc.
Display your passion everywhere you go
Cultivate your volunteers and donors
Ask them for support – both of money, goods and/or resources
Acknowledge them – well and often
Involve, encourage their investment in you