beyond fundraising galas: integrated individual donor programs · raising money phrase mostly used...
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Beyond Fundraising Galas: Integrated Individual Donor Programs
Rona FernandezKlein & Roth Consulting
Community Action Partnership Annual ConventionAugust 29, 2019
KLEIN & ROTH CONSULTING
Today’s Workshop Goals
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LEARN NEW SKILLS EXPLORE DIFFERENT INDIVIDUAL DONOR
FUNDRAISING STRATEGIES
SPARK YOUR FUNDRAISING IMAGINATION
Acquire Donors
Retain Donors
Upgrade Donors
The Final Gift(Bequest)
Fundraising vs. Fund Development: What’s the Difference?
Fundraising Fund DevelopmentCatch-all phrase, used by most people, includes everything that has to do with raising money
Phrase mostly used by nonprofit professionals
Primary goal = raising money Primary goal = building long-term relationships with donors, funders
Often seen as short-term, one-off activities that don’t necessarily connect to each other
A longer process of building a base of funding over time
Multi-Channel Fundraising
• Integrating all your donor “touch points”—mail, e-mail, phone, social media—to ensure consistent messaging and coordinated solicitation
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Choosing the Right StrategiesWhat does your group want to get out of the time and money that you are investing?
What do you need? What are you looking
for?www.kleinandroth.com
• Money• New Donors• Happy donors• Legacy donors• Advocates• Volunteers• Visibility
What do you have? What are your assets?
• Staff• Board members• Volunteers• Time• Money • Social Media• Lists of Donors, Prospects
How much do you need to raise and by when?
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The Overwhelm of Online Fundraising Tools
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Ladder of Effectiveness
StrategyIn person askingPersonal Phone CallPersonal Letter or emailPhone bankDirect MailEmail
[Special Events/ social media
Response Rate50%25%
10-15%3-5%.5-1%.08%
Varies]
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More Time per donor
Less Time per donor
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Reflect: What strategies has your group tried?
Brainstorm: What would you like to try? Why?
Rona Fernandez has worked with social justice nonprofits since 1996, always with fundraising as a key component of her work. She has raised money from individuals as a community organizer, house party coordinator, development director, executive director and board member. Trained at the Grassroots Institute for Fundraising Training (GIFT), Rona has fundraised for groups such as Californians for Justice and the CJ Foundation for SIDS/First Candle, and has advised dozens of social justice groups throughout the United States on fund development strategy and creating a culture of fundraising.
rona @kleinandroth.com www.linkedin.com/in/ronafernandez/
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