creating an environment for effective marketing and fund...
TRANSCRIPT
Creating an Environment for Effective Marketing and Fund Development
PASSION
RAISING AWARENESS & FUNDING
Assessment of your Eye Bank Do you have the necessary framework in place for a successful start to marketing your eye bank?
NameLogoTaglineMission StatementGoals and ObjectivesCase for Support
Assessment of your Eye Bank
Does your framework align to tell the “story” of who you are, whatyou do and why someone should support your organization?
What feeling do you create about your organization?
Assessment of your Eye Bank
Assessment of your Eye BankWhat differentiates your eye bank from
other eye banks?
What differentiates your eye bank for other non profits in the communities you serve?
Do you spend more time explaining what an eye bank IS vs. what makes it SPECIAL?
Assessment of your Eye-Bank Do you have an elevator speech?
Does your elevator speech include your need for public funding and how it will be utilized?
Does your entire staff, board and volunteers understand the public funding needs?
Can and do employees, board and volunteers articulate the need on a regular basis?
Do they believe it?
Assessment of your Eye Bank
The Power of Clear, Consistent Communication that speaks to
your audience
Assessment of your Eye-Bank
Although the entire staff is not dedicated to marketing and fund development, it is their duty as an eye bank employee to raise awareness.
DONATIONS AND CONTRIBUTIONS
Illinois Eye-Bank
RESULTS
Lions Clubs
130 clubs in our area
24 club presentations per year, 4 conventions
Lions annual appeal & semi-annual newsletter
Lions Club total donations per year $4,500
CHANGE resulted in an increase in Lions contributions by 300%
Illinois Eye-Bank
RESULTS
Annual Appeal
Average results $10,000 per year
CHANGE doubled yearly contributions.
NOTE: both the Lions and general annual appeal specifically quantified the need they were fulfilling.
Illinois Eye-Bank
RESULTS
Referrals
Board member and volunteer referrals resulted in an additional $15,000 in individual contributions so far this fiscal year.
Board member referral of a foundation resulted in a proposal for a $90,000 grant.
Getting started with a successful marketing
& fund development program. Have you developed a case for support – your
“product”
Vision
Compelling, urgent and relevant
Do you have your case for support clearly stated on your website and in your materials?
Not just a donate now button but the compelling reasons to donate.
Does it describe your funding needs including programs and equipment.
“New Normal” Challenges
Contributor sophistication – more knowledgeable = tougher questions
Contributors are more selectiveNo shortage of good causes So many ways to give and to ask Board members with time and talent Corporate philanthropy – “an oxymoron”
MORE REASONS TO DISTINGUISH YOUR EYE BANK
Ready to begin a fundraising campaign, where do I start?
Annual Appeals
Direct Mail
Social Media
Events
Major Gifts
Planned Giving
Sources of Charitable Giving, Giving USA, 2012
SOURCE AMOUNT (in billions) Percentage of Total
Individuals $217.79 73%
Foundations $41.67 14%
Bequests $24.41 8%
Corporations $14.55 5%
Total $298.42 100%
USA versus the Illinois Eye-Bank
SOURCE USA – percentage of total
IEB - Percentage of total
Individuals 73% 62.5%
Foundations 14% 14.5%
Bequests 8% 10%
Corporations 5% 11%
Total 100% 100%
USA versus the Illinois Eye-Bank
SOURCE USA –percentage of total
IEB - Percentage of total
Special Events 70% - labor intensive, the most costly, unpredictable
Individuals 73% 14%
Foundations 14% 4%
Bequests 8% 10% unpredictable
Corporations 5% 2%
Total 100% 100%
USA versus the Illinois Eye-Bank
SOURCE USA –percentage of total
IEB - Percentage of total
Special Events 70% - labor intensive, the most costly, unpredictable
Individuals 73% 14%Foundations 14% 4%
Bequests 8% 10% unpredictable
Corporations 5% 2%
Total 100% 100%
Fundamentals for Individual Giving/Major Gift Success
1. Case for Support/Investment – Your “Product”
2. Team Selling – everyone is in sales
3. Qualified prospects -
Capacity, Propensity, Interest/Relevancy
4. Securing a face to face visit/meeting
THE MOST DIFFICULT CHALLENGE OF ALL
5. The visit itself
THE BEST PART OF DEVELOPMENT
6. Follow-up is key
Communication Vehicles
Annual Report Newsletters Social Media Platforms E-mail updates Leadership dinners Board-hosted events Program events Major Gift Society and newsletter Press Clips
CONSISTENCY IS KEY!!!!
Resources
Brandraising by Sarah Durham
50 Asks in 50 Weeks by Amy Eisenstein
Donor Centered Leadership by Penelope Burk
GuideStar Webinars. Guidestar.org
Association of Fundraising Professionals. aftnet.org
Chronicles of Philanthropy. philanthropy.com