The Fundamentals of Fundraising FUNDRAISING IS THE GENTLE

The Fundamentals of Fundraising “FUNDRAISING IS THE GENTLE ART OF TEACHING THE JOY OF GIVING”

Why Do People Give?

Why Do People Give? It might help someone they know personally. They are very sure of the person who is appealing for the cause. The potential positive impact of their contribution on their community/county, is evident. The potential positive impact of their contribution on a COMMUNITY THEY IDENTIFY WITH, is evident. They feel grateful and want to give back. They relate to the cause and might have overcome the same challenge in their lives, that the project aims to solve. They want to ‘FEEL GOOD’ and be seen as a leader/role-model in their circle of friends, family and community. They want to feel IMPORTANT and USEFUL. They are looking for like-minded people and be a part of a larger community of do-gooders. The project has a great emotional appeal or a genuine story associated. They want to simulate/follow the giving patterns of a friend they admire or a leader they look up to. They would rather want to see a part of their tax going towards a micro-change. The project supports and reflects their beliefs and ideas. The project might actually create the largest perceived impact for the asked sum. The project maximized self-sufficiency, esteem and might have the long-term foreseeable impact that the donor actually wanted to witness.

2017 Statistics on Giving In 2017, $410 Billion was given to charities in the United States 70% of this was gifts from individuals 16% was from foundations Generational Giving 84% of Millennials give to charity, donating an annual average of $481 across 3. 3 organizations. 59% of Gen Xs give to charity, donating an annual average of $971 to charity across 3 to 4 organizations. 72% of Boomers give to charity, donating an annual average of $1, 212 across 4. 5 organizations. 88% of the Greatest Gen gives to charity, donating an annual average of $1, 367 across 6. 2 organizations. Statistics comes from Giving. USA’s 2017 annual report

The Overall Reason “In good times and in bad, we know that people give because you meet needs, not because you have needs. ” –Kay Grace

How Does Donor Cultivation Work?

Recruit and Inspire: Find Your Prospects Who is a Good Fit for Your Organization? Take a look at who is giving now Who are they? Where did they come from? What are their demographics? Just because most of your donors come from one age group or area doesn’t mean that all of your efforts should be focused there. In addition to figuring out the trends among your current donors, spend some time thinking through which demographic and interest groups you think would or should be interested in giving to your organization and add those to your list.

Recruit and Inspire: Are They Reachable? Is the prospect reachable? The three questions to ask: 1. Does the person know your organization? 2. Does the person know someone with your organization, such as a board member, donor, or volunteer? 3. Does the person have a strong and demonstrated affinity for both your cause and your approach to your cause? Shooting for the stars isn’t impossible, but remember you should be using the majority of your limited time and resources pursuing donor prospects that are reasonably reachable.

Learn: Capacity What is their capacity to give? The Donor Pyramid and figuring out capacity Major Donors/Major Gifts varies from organization to organization Even if someone isn’t a major donor prospect, they are still valuable How Do You Figure This Out? Wealth Screening Software Researching Online Newspapers/Articles FEC/Secretary of State For Foundations: 990 s & Guidestar Paying attention around town Book Recommendation: “Prospect Research: A Primer for Growing Non-Profits” by Cecilia Hogan

Learn: Figuring Out Drive It is critical to make sure that the prospects you identify believe in your mission and work. If a prospect only gives to certain types of causes, they are far less likely to give to your organization.

Engage: Get to Know Your Prospect “People Give to People” Donors want to trust and like the individuals at the organizations they support. Engaging is about building and cultivating relationships before asking for money. The key is to find out what moves them about your organization. These questions can help: What are they passionate about? Why do they feel your mission is important to support? What do they love about your organization? What would they like to see improved? What’s their bigger mission for your organization and cause? This has prospects mentally buying into the organization, and this all leads up to the ask.

Engage: Updating Engagement is also updating donors. There’s an adage in fundraising saying a donor needs seven different touches before an ask. Ways to Update Your Prospects: E-blasts Newsletters Texts Calls Postcards Social Media Events

The Ask: It Isn’t As Scary as You Think Once you’ve built up the relationship and they are engaged with your mission, you make the ask. Steps to Making the Experience Positive and Successful Plan your visit Go in with positive energy Make the ask an opportunity Have a conversation Remember to listen When the ask comes, the phrase “consider making a gift of ‘___’ tends to be best practice” Good fundraising is a lot of preparation. The more prepared we all are, the easier and more successful it is.

Thank: Gratitude and Stewardship Thanking Donors One of the easiest and most full-filling parts of fundraising Best place to dip your toe in the water of fundraising This can be sending a personal thank you note to a connection who donated or calling the donor on the phone A script beforehand can make a huge difference Make sure to keep them updated on how their donation has helped the organization

Starting the Cycle Over Again Once a gift is made, the donor cycle restarts at engagement.

Create a Fundraising Plan Taking time to reflect and put goals in writing is the leading indicator of how much you’ll bring in this year, be it donors or dollars Reflect on the past year Create goals for these activities Create 3 to 4 goals that you’d like to achieve in the next year Don’t be afraid to really break these down Identify existing resources Put your plan on the calendar List any activities to attract, renew and Be realistic and set yourself up for success upgrade donors Click here for an amazing workbook on creating a Fundraising Plan from Compass Point Non-Profit Services and The Greater New Orleans Foundation

A Few Tips to Success Always ask permission before name dropping Remember not to take “no’s” personally Listen, listen, and listen Try to be realistic in your expectations when prospecting Handwritten thank you cards go a long way Follow up is one of the most important parts of fundraising When the going gets tough, remember the cause that you’re working toward

Resources & Blogs to Follow Top 3 Best Fundraisers to Follow: • Tom Ahern – Ahern Communications • E-blasts • Online Articles • “Seeing Through a Donor’s Eyes” • Gail Perry – Fired Up! Fundraising • E-blasts • Facebook • Website • Sandy Rees – Get Fully Funded • E-blasts • Best workbooks • “Simple Success Fundraising”

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