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TRANSCRIPT
Dave Sena
● Executive Director for 13 years
● Grew donations from $250k/year to over $2M
● How can I make fundraising simple?
● Started Bold Leading in 2015
I love nonprofits. I love people who are
helping people in their local community
move forward and gain opportunities.
Rob Swiers From New Life Center
● Executive Director at New Life Center
● Employee since 2010, director since 2013
● Responsible for overall health of the organization
● Prior leadership roles at Hospice of Red River
Valley and Ronald McDonald House
Session Overview
Mission > Message > Make It Happen
Track: Fundraising
● The work and impact of nonprofits is complex. This can be overwhelming for nonprofits, especially in
an era where great storytelling is becoming more and more of a defining quality of successful
nonprofits. This session busts through what feels like a mountain to climb and into a simple process
that can be drafted during the session. Nonprofits are story-makers. Every day they interact, influence
and impact people. They will learn how to not only tell a great story but make it easy for others to
share their story. The session will help attendees understand how to tell a story so people are
intrigued to give and volunteer. Each attendee will understand when to ask and what to ask. They
will also learn what tools they need to engage and equip their followers to share their story well.
● Dave Sena, lead strategist, Bold Leading; and Rob Swiers, executive director, New Life Center
Building a Bold Organization
Bold Mission
Stakeholder/Owner Input
Bold Identity
Bold Story Bold Action
MissionYour Why
MessageYour Story
Make it HappenYour Action
Worksheet
___________Programs
___________ ___________ ___________List programs/projects
Pgm A Pgm B Pgm C Pgm D
Worksheet
___________Programs
___________ ___________ ___________List programs/projects
_________Purpose
List impact of programs
Pgm A Pgm B Pgm C Pgm D
Purpose_________Purpose_________Purpose_________Purpose
Worksheet
___________Programs
___________ ___________ ___________List programs/projects
_________Purpose
List impact of programs
People
List who You help
Pgm A Pgm A Pgm A Pgm A
Purpose
Person_________ _________
_________Purpose_________Purpose_________Purpose
Person
Worksheet
___________Programs
___________ ___________ ___________List programs/projects
_________Purpose
List impact of programs
People
List who You help
Pgm A Pgm A Pgm A Pgm A
Purpose
Person_________ _________
_________Purpose_________Purpose_________Purpose
Person
Passion________Passion
Why do you love the organization?
Key Messages
___________
Programs
List programs/projects
___________ ___________ ___________
_______ ________ _______ _________
Person
Purpose
List impact of programs
People
List who you help
Pgm A Pgm A Pgm A Pgm A
Purpose Purpose Purpose Purpose
Person___________ ___________
___________PassionPassion
Why do you love the organization?
Explain the Specifics
Impact or Purpose
1 Bold Statement
1 Recent Story, 1 Founding Story
Key Messages
___________
Programs
List programs/projects
___________ ___________ ___________
_______ ________ _______ _________
Person
Purpose
List impact of programs
People
List who you help
Pgm A Pgm A Pgm A Pgm A
Purpose Purpose Purpose Purpose
Person___________ ___________
___________PassionPassion
Why do you love the organization?
Explain the Specifics
Impact or Purpose
1 Bold Statement
1 Recent Story, 1 Founding Story
How
Why
Who
What
Where we share
___________
Programs
List programs/projects
___________ ___________ ___________
_______ ________ _______ _________
Impact
People
List who you help
Purpose
List impact of programs
Pgm A Pgm A Pgm A Pgm A
Person Person Person Person
Impact___________ ___________
___________Passion
Passion
Why do you love the organization?
Grants - XL Gifts
Appeals - Visits
Events - Social
Everywhere - Everyone
One Grid - Shortcut
I love the organization
because...
A recent story that
impacted me...
How You can help... By The way, you are invited to…(event,volunteer)
Giving Paths
● Everywhere● Small Briefings● Events● Appeal Letters● Donor Visits
Organization’s
Needs
One-Way Communication
Giving Paths
● Everywhere● Small Briefings● Events● Appeal Letters● Donor VisitsDonor’s Desire
to Give Two-Way Communication
Basic Card
● Usually to a large
audience
● Your attention is
divided, not much
personal interaction
with individual guests
● One Single, Low-
Level Ask
Fund/Project Sheet
● 2-5 couples or Small
Club
● Your attention is
divided, some
interaction with
individual guests
● One Goal or Project
Event● Usually to a large
audience
● Your attention is
divided, not much
personal interaction
with individual guests
● One Single, Low-
Level Ask
Event
● Share real life Stories
● Give people an opportunity
to feel the problem
● Give people an opportunity
to provide a simple and
effective solution
Event
● Should outline no more
than two giving levels
● Offer an “other”
● Use to filter for candidates
for additional engagement
Donor Visit
● Usually 1 on 1
● All your attention is
focused on ONE
donor for about 1
hour
● Much more personal
Cultivation: Share a Story Card
1st Step:
Share the impact of what you do.
1st Decision:
Ask for a donation or say thank you.
Key Messages
___________
Programs
List programs/projects
___________ ___________ ___________
_______ ________ _______ _________
Person
Purpose
List impact of programs
People
List who you help
Pgm A Pgm A Pgm A Pgm A
Purpose Purpose Purpose Purpose
Person___________ ___________
___________PassionPassion
Why do you love the organization?
Explain the Specifics
Impact or Purpose
1 Bold Statement
1 Recent Story, 1 Founding Story
Key Messages
___________
Programs
List programs/projects
___________ ___________ ___________
_______ ________ _______ _________
Person
Purpose
List impact of programs
People
List who you help
Pgm A Pgm A Pgm A Pgm A
Purpose Purpose Purpose Purpose
Person___________ ___________
___________PassionPassion
Why do you love the organization?
Explain the Specifics
Impact or Purpose
1 Bold Statement
1 Recent Story, 1 Founding Story
How
Why
Who
What
Keep it Simple
I love the organization
because...
A recent story that
impacted me...
How You can help... By The way, you are invited to…(event,volunteer)
Donor Visit● Introduce Case for
Support
● Making an emotional
appeal that should be
driven by something
you’ve learned about this
particular donor
● Ability to ask for specific
and/or larger gifts
Donor Visit
● The Response Device
should record what has
been decided
● Should not be a menu
for what they can
choose
● Carbonless Copy
Sample Giving Chart
1 on 1 donor
meetings are a
great place to
review a giving
chart, but only
AFTER a specific
ask has been
made and not
accepted.
Sample Gift Calculator
1 on 1 donor
meetings are a
great place to
review a giving
chart, but only
AFTER a specific
ask has been
made and not
accepted.
System Focused
Development Roles
Strategy & Brand DrivenSchedule, Staffing & Results
Manage Gatherings
Speak Publicly
Manage Print & Digital Communications
Story DrivenDirect Mail & Content Creation
Audience DrivenSocial Media, Website & Email
Lead Development Person
Manage Donor ProgramsManage Donor Data Connect with Key Donors
Manage Volunteers
Schedule DrivenAnnual Events
Data DrivenData Integrity & Receipting
Process DrivenDonor Programs & Identification
Service DrivenVolunteer Recruiting & Hosting
Donor DrivenAssign and Manage Caseloads
Community DrivenSpeakers’ Bureau & Tours
Group Focused
Donor Focused
Connect with Key Groups
Community DrivenBusinesses, Churches, 3rd Party Events
Story/Schedule Focused
Campaign Milestones & Momentum (YRS)
Private PhaseBuild Momentum and Complete Project
Public PhaseLeverage Momentum for Continued Funding
Assess PlanKey DonorMeetings
Roll Call(Feasibility
Study)
XL-Gifts
Direct Marketing Direct Marketing (donors)
L-Gifts
Plan Initiate Implement Celebrate
(Top 50)
Key Staff
Candidate List (Top 100) (Top 200) (Top 300+)
Committee Mass MarketingCommittee(s)
Donor Briefings
M-Gifts S-Gifts
Six Month Fundraising Calendar
Private ActivitiesBuild Relationships and Opportunities
Public ActivitiesBuild Atmosphere for acquisition and major giving
Assess Plan
Key Donor Meetings
XL-Gifts
Direct Marketing (donors)
XL & L
Plan Implement Celebrate
Best 25 Names per week
Candidate List
75 connections per major gift officer
M-Gifts
S-Gifts
EventsKey Donor Meetings
Connection List
Caseload List
50-75 select donors
L-Gifts
XL & LS & M M & L
Annual Fund Capital Campaign
Acquisition -> Cultivation -> Investment Investment -> Cultivation -> Acquisition
Annual v Campaign Funding
Story is designed for the masses
then developed for the few
Story is designed for the few and
then developed for the masses
● Small Gifts are solicited through Mass Medium ○ Direct Mail, Email, Events
● Medium Gifts are solicited through Custom Donor Interactions ○ Sponsorships, Sustained Giving Program
● Large Gifts Gifts are solicited through Customized Projects/Programs ○ Mini Campaigns, Special Projects, Capital Campaigns
● (X) Large Gifts are solicited through Customized Donor Investments ○ Capital Campaigns, Wills, Bequests, Assets
Donor and Gift Cultivation
● (S)mall Gifts are solicited through Mass Medium ○ Direct Mail, Email, Events
● (M)edium Gifts are solicited through Donor Connections
○ Sponsorships, Sustained Giving
● (L)arge Gifts are solicited through Customized Projects/Programs
○ Mini Campaigns, Special Projects, Capital Campaigns
● (XL)arge Gifts are solicited through Customized Donor Investments
○ Capital Campaigns, Wills, Bequests, Assets
Personnel Needed for Cultivation
Result Activity Personnel Responsible
Communications ManagerSpecial Events Manager$0 - $500
Development Officer$500 - $5,000
Executive DirectorDevelopment Officer$5,000+
Executive DirectorDevelopment Officer$50,000+