Raising Money: The start up: how to get active and successful in fundraising

Lets get to know each other

Introduction Activity

In pairs make the case to your partner for why they should give you 20 Euros

Session Aims
By The End of This Session You Will Be Able To:

Create, or refine, your Fund Development Strategy

Identify who to approach and what to ask for Identify which are the main methodologies and tools Look after your donor and get them to give more Develop a Case for Support

Developing A Fundraising Strategy

Why Do You Need A Fundraising Strategy?
A well developed fundraising strategy will help to:
Provide clarity about your associations aims and priorities Ensure priorities are realistic and achievable Ensure you can effectively target potential donors Ensure you make the right ask at the right level

Ensure the best possibility of funding success!!

Six Steps To Developing A Fundraising Strategy

FUNDRAISING STRATEGY
STEP 6: Setting budgets for Fundraising activity STEP 5: Review Fundraising Methods STEP 4: Review income sources STEP 3: Fundraising Aims STEP 2: Internal & External Influences

STEP 1: Mission & Strategic Objectives

STEP 1: Understanding Your Mission & Strategic Objectives

1. What Is The Overall Purpose Of Your Association? What Does Your Association Want To Achieve Over The Next 3 Years?

2.

3.

What Difference Is Your Association Going To Make To Each Young Person?

You MUST Have Clear Objectives To Ensure That You Have Clear Direction For Your Fundraising

Be Aware of External & Internal Factors That Can Have An Impact On The Success of Your Fundrasing:

STEP 2: Acknowledging Internal & External Influences

S.T.E.E.P. Analysis

Social Attitudes & Cultural Issues Technical Technological Change Economic Growth of Business Environmental Climate Change, Weather Political Extent of Government Intervention

S.W.O.T. Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STEP 3: Fundraising Aims

NEEDS

FUNDRAISING OBJECTIVES CAPACITY CURRENT POSITION

1. Specific: 2. Realistic: 3. Relevant:

Be clear about what you want to achieve through your fundraising activity Take in to account your organisations strengths and weaknesses and external factors Meet your organisations priorities

STEP 4: Review Income Sources

Defining & Categorising Sources Of Income
Different Types of Donors Have Different: Characteristics Methods of Giving Methods of Approach
Corporate Giving Institutions Grants Individuals / Communities

Trusts & Foundations

Decide What Is Appropriate To Your Organisation AND/OR Your Project

STEP 5: Fundraising Methods & Making The Approach

How Do I Plan To hit my Fundraising target?

STEP 6: Set Resources & Budget For Fundraising Activity

IT COSTS MONEY TO MAKE MONEY!! Identify resources necessary for each activity: Human Resources/Labour

Materials (Computer, Paper)

Financial (Travel)

Set realistic costs for each activity: Time & Finance

Consider Value In Kind Potential

REMEMBER: FUNDRAISING TAKES TIME!

Fundraising Strategy
Does your Association have a Fundraising Strategy? What is needed to create or add to your Strategy? How could the Strategy serve your Association?

Donor Mapping & Donor Care

STEP 4: Review Income Sources DONOR MAPPING

What Is Donor Mapping? A technique to log existing donors and identify names of new potential donors. Why Is Donor Mapping Important? Highlight the value of your connections Systematically approach and prioritise your fundraising activities Identifying gaps or issues within your income sources Identifying potential areas of growth/opportunity

STEP 4: Review Income Sources

HOW TO MAP DONORS: Stage One: Map Your Existing Donors
Who Currently Gives You Money? Who Currently Supports Your Work? Who Currently Has An Interest In Your Association?

Stage Two: Map Prospective Donors

Who Could Have An Interest In Supporting Your Work?

Who Do You Know That Would Support Your Work?

Who Else Would You Like To Support Your Work

STEP 4: Review Income Sources

A DONOR MAPPING TEMPLATE

Activity: Donor Mapping

Draw a simple donor map for your association Take 10 minutes REMEMBER: The More People That Are Involved In This Exercise, The More Names You Will Identify!

STEP 4: Review Income Sources

Dont Know Anyone? Dont PANIC!

ASK INTERNALLY
The Board of Trustees Senior Staff Friends/Supporters of Your Association

RESEARCH EXTERNALLY
Funding Directories Public Libraries Newspaper Articles Lists of Donors For Similar Organisations The WAGGGS Website

STEP 4: Review Income Sources Prioritise Your Wish List By Evaluating:

Ability to Give Warmth To The Organisation Connections You Could Make Fit With Your Organisation Previous Contact Deadlines

Donor Care Strategy

Why Is Donor Care Important?
To meet legal obligations

To appreciate your donor

To encourage repeat giving To encourage increased giving To encourage other types of support

To improve your reputation/credibility

To solicit recommendations!

Donor Care Strategy

Donor Care Strategy Comprises of Two Elements:
Donor Care Donor Development Encouraging Repeat Giving Maximising The Potential

Saying thank you

Making the donor feel valued/appreciated

Building a relationship

Building Loyalty

Donor Care Strategy

A Customised Approach Is Necessary:
Different donors have different expectations Ask the donor what they want More than just the minimum?

Donor Care Strategy

Developing A Donor Care Plan
The Items That You Need To Consider:
The cost of donor care

The recognition you can give Special activities you can involve the donor in

Donor Care Strategy

A Sample Donor Care Plan

Up to 99
Thank you letter (2 days) Letter from Patron (2 days) Mention in Annual Review X

From 100 999

X

1000 49,999
X X

50,000 +
X X X X

Recognition at Annual Dinner

Newsletter (every 3 months) Annual Review Invitation to an event Invitation to Annual Dinner Report to donor (specify date) X X X X X X X

X X X X X

Donor Care Strategy

Top 10 tips for Donor Care
1. 2. 3. Set standards and responsibilities: who and how quickly Thank your donors more than once Respond to donor contacts using the same method (e.g. telephone, email)

4.
5. 6. 7. 8. 9.

If you tell your donor youll do something do it

Talk about the beneficiaries, not your organisation Personalise your correspondence with donors whenever possible Make sure your donor carers are thanked too Keep good records listen to your donor and make notes Be honest, particularly where youve made mistakes

10. Take in to account the perception of your organisation to others.

Coffee Break

Methodology & Tools

STEP 5: Fundraising Methods & Making the Approach Examples of Fundraising Methods-

Direct Mail Appeal- communication by letter/email Major Donor- target wealthy individual Legacies- donation after ones death Holding a Special Event- annual Dinner Corporate / Business- sponsorship, , gift in kind Merchandise- cookies, badges, t-shirts Foundations- support specific activities / interests Government Grants- Ministry, local, state agency
To approach donor by appropriate method

Developing A Case For Support

Developing A Case For Support

What is a Case For Support?

A summary of your organisation that includes: Your Activities

Your Mission & Vision Your Structure

Your History
Although broad in scope it clearly communicates what the organisation does and why it deserves support.

CLEAR

MOTIVATING

CONCISE

Developing A Case For Support

What is a Case For Support? A clear and structured expression of the organisation A method to align everybodys internal thoughts on the organization Organizes all fundraising information to develop promotional materials

Developing A Case For Support

What A Case For Support Can Help You To Do?

Create proposals & presentations to Foundations & Companies Create your key fundraising messages (to speak to the press and to other stakeholders)
Support conversations and discussions with all potential donors

Developing A Case For Support

The Key Components Within A Case For Support

Who You Are - Your Mission, History & Key People Why You Exist - The Problem You Are Addressing & The Needs You Meet
What You Do - The Programmes, Projects & Activities To Meet These Needs

Developing A Case For Support

The Key Components Within A Case For Support

The Challenges You Face - What is proving difficult in meeting the need Why You Need Support / How A Donor Could Help - The difference a donor can make Budget - Your current income, how much money you need

Developing A Case For Support

Different Types of Cases:
The General Case A document that explores why the organisations mission is important and why donor support is necessary

The Internal Case A concise compilation of all the relevant data that informs and supports your fundraising

The Public Case A clear and well designed print brochure for donors, media and all other stakeholders

Developing A Case For Support

Bringing your Case For Support to life

Be sure to:

1. Show them why you are the best Illustrate your achievements, demonstrate your experience, state your commitment 2. Tell the human story Demonstrate the problem and your solution through young peoples own stories 3. Involve the donor Use language referring to the reader as you, explain how they can make a difference

Presentation of a successful case

Developing A Case For Support

ACTIVITY:
Why You Exist - The Problem You Are Addressing & The Needs You Meet The Challenges You Face - What is proving difficult in meeting the need Why You Need Support / How A Donor Could Help The difference a donor can make

Developing A Case For Support

Who should you involve in the process:
The Board of Your Association Fundraising & Communications Staff Fundraising & Communication Volunteers Existing Funders

Managing the process:

DONT REINVENT THE WHEEL Review existing materials and knowledge to build the case Draw on your own experience and feelings

Developing A Case For Support

Some is not a number Soon is not a time Hope is not a strategy - Don Berwick

Be Sure To Build Your Case Around Precise Facts! Be Clear About:

How Many People You Want To Reach When It Will Happen

How You Will Make It Happen

Any Questions? Thank You

Evaluation

Paul Bigmore Fund Development Manager, WAGGGS paulb@wagggsworld.org Nicol Pranzini Project Manager Funding and Project Support, WOSM npranzini@scout.org