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Building and Implementing a Healthy
Fundraising ProgramMarc A. Pitman,
www.FundraisingCoach.com
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Who am I? Chosen for Seth Godin’s
BullMarket Guide as a person “will shake things up”
Creator of the Extreme Fundraising Ezine (http://fundraisingcoach.com)
Author of Ask Without Fear! and Creating Donor Evangelists
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Today’s Goals 3’s—types of
communication, fundraising, times of a campaign
Where most money comes from
Simple approach to fundraising: Get R.E.A.L.
Ideas on using social media
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Today’s Goals 3’s—types of
communication, fundraising, times of a campaign
Where most money comes from
Simple approach to fundraising: Get R.E.A.L.
Ideas on using social media
The repetition in today’s presentation is intentional!
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Two things to get started
1. It’ll be O.K.
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Two things to get started
1. It’ll be O.K.
2. You can do it.
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Constant Tension90% - 10%
But must have a BROAD range of givers so losing one is no great loss
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3 Source of Funds: Giving USA 2006
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3 Types of Communication
1. Cultivation
2. Solicitation
3. Stewardship
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Cultivation
the 2 local business owners
educating
dating
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Solicitation#1 reason people don’t give?
–They're not asked!Upgrade
–one client started asking $1000 donors if they’d move up to the $2500 category. Many did!
–Don’t feel compelled to justify the ask for more in a transactional sense. FR isn’t a business transaction.
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StewardshipSay “thank you” 7 times between asks
(so go for multi-year pledges!)
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3 Types of Fundraising Goals
1. Annual
2. Capital
3. Endowment
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AF/OperatingThe most importantoften involves direct mail, phonathons,
and other annual “-athons” (walkathons, bikeathons, etc.)
keep this as unrestricted as possible
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Endowment
The keel of the ship, it helps you weather tough times
Funds invested with only a portion of the interest thrown off used as income
Be careful to not over restrict! (Churches with Easter flowers but no money for plumbing)
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3 Ways to Raise Money
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Written mail web e-mail
– don’t ask for money in email without having a way to donate online
Phone– because often needs a script– be sure it’s more of a convenience for them not
for you (the nonprofit)
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Events gets lots of people on board TIME INTENSIVE for possibly little return Risk offending donors I've heard that April and November are the
best months for events give them 3 years before deciding to
discontinue Determine your focus Clear plan & script EVERYTHING
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Give them 3 years beforeevents do have valuebut you need to create a culture and
fine tune them before giving up on them
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Determine your focusUse “The Curly Credo”What's the “one thing” of your event?
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CultivationHandshake Events
–Not for $ right now– friends invite friends/org invites people
they want to get to know–Head (facts) and Heart (emotional hook)
or moving further into the house?
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SolicitationLow Key FR Events
–Much like above but with• either the promise of follow up• or a pledge card at the event (I’m not a big
fan of this)–Be clear in the invitation wording, subtle
but clear
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StewardshipSay thank youand DON’T ASK FOR MONEY
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Clear plan & script EVERYTHING All should be tightly timed
– Often want to allow ample socializing time: friends brought friends
– but may want to go for the in-and-out, your-time-is-important approach
– Which ever you choose be intentional– Include times (even “2 minutes”)
Talking points for everyone– not to lock them in– just to give them direction– kids on the playground with a fence– It's helpful to put the event objective at the top of this
• people tend to forget in the rush of activity
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3 Things to Measure
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Fundraising…a privilege
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Let's Get R.E.A.L.!
1. Research
2. Engage
3. Ask
4. Love/Like/Live
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ResearchAbout your goals:
Case statement
Gift table
Naming Opps
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Case Statementsearch
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www.GiftRangeCalculator.com
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Naming Opportunities
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Naming Opportunities
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ResearchAbout your prospect
Tools– Google it– Blackbaud
Analytics, Wealth Point, P!N Network
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ResearchAbout your prospect
Tools– Google it– Blackbaud
Analytics, Wealth Point, P!N Network
Be realistic
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ResearchAbout your prospect
Tools– Google it– Blackbaud
Analytics, Wealth Point, P!N Network
Be realistic
Avoid Paralysis By Analysis
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EngageFundraising is like dating
Get to know them– What got them involved in
the nonprofit? What impressed them most?
– What fascinates them– Office/pictures/trophies
Let them get to know about what makes your organization unique
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Multiple ToolsFace-to-face
– ALWAYS the best– This is what brings in the
money
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F2Fmost effectivemost time consumingOr maybe not: you could organize a
silent auction to give you $10,000 (LOTS of work) or ask an individual over coffee.
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Multiple ToolsPhone
– be natural
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Phone calls one client wanted to make phone calls to
– Survey about a new mailing strategy– Ask for a gift– Ask if there were anything that the person being
called would like prayer for
I help my clients prune their purpose. I advised deciding on ONE purpose for the call– multiple choices confuse the caller and the called– it's fine if they all happen in the same call—just be
sure to have one reason for calling
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Multiple Tools
E-mail– can work VERY effectively– see my e-course
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Multiple Tools
E-mail– can work VERY effectively– see my e-course
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Multiple Tools (cont)
Mail– “This made me think of you”
notes
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Multiple Tools (cont)
Web–Where's the banana?
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Try Others
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3 minutes – 1000’s of people
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Ask#1 Reason people
don't give?
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Ask
Find a connection and put the plug into the outlet!
Make It Easy
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Different Strokes for Different Folks:Dominant
Inspiring
Steady
Calculating
Therefore, speak to the head & the heart
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Make It Easy Phraseology
– Make Your Own Gift First!– "I can appreciate that"
Props– Renderings– Gift Charts
Options: Arrows in your quiver– monthly giving options– Maybe: good, better, best
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Tangibilitize your askHeifer.org gives all sorts of gift
ranges represented by different animals:
a $500 gift is symbolized as a gift of a heifer,
$120 a gift of a pig, $60 a trio of rabbits, $20 a gift of chickens. A $5000 gift is “a gift of an ark”!
The prices in this catalog represent the complete livestock gift of a quality animal, technical assistance and training. Each purchase is symbolic and represents a contribution to the entire mission of Heifer International. Donations will be used where needed most to help struggling people.
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Handling Objections What are common ones?
Don't have the money– when might you?– when may I come back?
Giving elsewhere– best objection– "how could we get in your
top 10 giving priorities?“
Not interested– Are they comatose? *grin*
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Love/Like/LiveLove/Like the person
anyway—they're more important than the gift–This business is ALL
about relationshipsLive with their response!
–You don't always have to like the response but keep on loving the person
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7 Frequent Fundraising Myths1. The Mickey D’s Mistake
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7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment
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7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment
3. The Mrs. McTat’s Gaff
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7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment
3. The Mrs. McTat’s Gaff4. The Spell-Check-Will-Catch-It Faux
Pas
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7 Frequent Fundraising Faux Pas’
5. The “My Way or the Highway” Mistreatment
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7 Frequent Fundraising Faux Pas’
5. The “My Way or the Highway” Mistreatment
6. The You’re-Good-Enough-To-Go-It-Alone Syndrome
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7 Frequent Fundraising Faux Pas’
5. The “My Way or the Highway” Mistreatment
6. The You’re-Good-Enough-To-Go-It-Alone Syndrome
7. The Field of Dreams Fiasco
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Crafting Your Message
PYITS
Dealing with F.E.A.R.
The Rule of 3’s
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PYITS: An Effective Cure
Put Yourself In Their Shoes
"Credit Denied" mailing
Do you like calls to sound scripted or natural?
No entitlement
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Dealing with F.E.A.R.
False Evidence Appearing Real
Asking for money or helping change a kid’s life?
Rejecting YOU or the cause?
This isn't life or death!
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Rule of 3’sWho’s Your Jennifer?
1. Three Attributes
2. Three Channels
3. Three Times/Month for Three Months
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You Can Do It!BEE YOURSELFMake your gift first!Don't feel guilty that
you're afraidHave courage (it's not
courage without fear)Keep it simpleHave fun!
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Tool shop including: The Creating Donor Evangelists Program
Give me your card for a free copy of $100,000 Guide to Email Solicitation e-course
Free blog, articles, book reviews, and [email protected]