creating a roadmap for success communication & cultivation: converting earned to contributed...
TRANSCRIPT
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Creating a Roadmap for Success
Communication & Cultivation: Converting Earned to Contributed
November 10, 2011
Creating a Roadmap for Fundraising Success: A Three-Part Workshop Series on the Development Cycle
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Goals
Review development cycles: resource & audience Differentiate between communication and cultivation Explore communication: audience and message segmentation Discuss cultivation: individual, corporate & foundation Develop a communication & cultivation plan Q&A
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Resource Development Cycle
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Audience Development Cycle
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Audience & Development Cycle
Audience Donors
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Communication vs. Cultivation
Communication One-way flow of information e.g. website content, brochures, signage, e-mail marketing
Cultivation Two-way flow of communication Begins from first interaction e.g. meetings, attendance, site visit, phone calls, social media
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Communication Best Practices
Three Questions to Avoid Identify who is communicating (“Who is sending me this?”) Segment messaging (“Why am I receiving this?”) Clearly relate desired action (“What do they want me to do?”)
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Case Study: Catawba Lands Conservancy
Segmenting audiences for campaign messages Land Conservation Wildlife Outdoor Activities Tax-motivation
Preparing specific messages for affinity groups
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Activity
Build a List of Potential Audiences Consider groups of individuals to message (10-15) Get specific (e.g. Attendees vs. Monthly Attendees)
Select three and describe one message for each and delivery tactic
e.g. Non-subscriber who has purchased single-tickets to the three consecutive events subscription information
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Introduction to Cultivation
Relationship-building steps that lead to a gift Can happen over many years or relatively quickly Can be accidental or planned
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Types of Cultivation/Motivators
Relationship-driven Mission-driven Self interest-driven
Successful cultivation typically has elements of all three
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Relationship-driven Cultivation
Leverage relationships of stakeholders
Board-Volunteer Staff Other Participants/Donors
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Mission-Driven Cultivation
Focus on the mission and the community/societal impact and the need of the organization
Cultural/artistic impact Educational impact Economic impact
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Self Interest-Driven Cultivation
Appealing to the self interests of the individual
Benefits of support Recognition/status
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Cultivating Different Sectors
Individuals – leverage relationships and affinity Corporations – leverage marketing/PR potential Foundations – leverage relationships and impact
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Case Study: Chicago Symphony Orchestra
Five volunteer groups to cater to various individuals League-300 members who support fundraising/social events Women’s Board-Engaging women leaders in advocacy and fundraising Overture Council-Young professionals group Governing Members-Business, cultural and civic leaders who serve as
advocates for orchestra Auxiliary Volunteers-Administrative support for orchestra
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Activity
Creating a Cultivation Plan Pick two audiences from communication activity Develop cultivation plan for a major gift prospect
representative for each Three contact points for each Consider current and potential opportunities Involve each of the three motivators
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Case Study: Arts of the Albemarle
Individuals Shift from membership to annual fund model Balanced focus on impact and self-benefit
Corporations/Businesses Sponsorship platform Engage corporate donors in discussion about their needs
Foundations Topic and audience-specific (Coast Guard community)
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Q & A
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THANK YOU!
Patton McDowell, CFRE [email protected]
Josh Jacobson, CFRE [email protected]
Please Join Us for the Rest of the Series
Creating a Roadmap for Fundraising Success: December 8 - Stewardship: More Than Just “Thank You”