2014 Strategy Session 3: Fundraising

Nik Strong-Cvetich, Executive Director

Fundraising Goals: $500k by 2015

Fundraising Goals: $500k by 2015

Budget $411,000 Goal $500,000+

Fundraising events $133,000 $175,000

Grants $143,500 $150,000

Corporate Contributions $41,000 $41,000

Individual Contributions $37,000 $50,000*

Membership Dues $9,500 $10,000

Merchandise (STW) $10,000 $20,000

Co-Branded Products $37,000 $40,000

STW Donor Trips (part of events) $20,000

* Does not include Lobos campaign

Events strategies to get to $175,000:Objectives

• Create / curate ‘Salon’ Series to pursue larger donors

• Leverage multiple fundraising strategies at events

• Bring higher donors to our events

• Multiple event sponsors for more $$

Strategies:

• We will raise at least $75k this year from LIAW (Shoot for 100k)

• STWFF will raise at least (75k per stop) this year

• Salon series will raise at least $10k

• Fall Music event will raise at least $5k

• Winter surf art show will raise at least $10k

Innovations:•Franchised fundraising events (Life is a Wave Party in a box)•Environmental NPO Surf Comp

Questions:•How do we leverage higher dollar amounts from individuals?•How to maintain event excellence without draining staff time?•Too many events?•Donor fatigue?

Grants strategies to get to $150,000: Objectives:

• Improve grant funding by 25%• Submit proposals to at least 5

new sources.• Receive funding from at least

3 new grant sources.

Strategies:• Leverage partners in writing

grants• Pursue grant funding for

multiple STW priorities• Create effective measures of

success and program metrics• Open new programs,

consistent with conceptual model

• Let Branded Campaigns/Projects drive grantmakingInnovations:

•More Family Foundations•Target government grants

Questions:• How do we bypass the

disinterest of the big conservation groups?

• How do we improve our mix of grants?

• How do we leverage higher dollar grants?

• Do we have the right program mix?

Corporate donor strategies to get to

$41,000:Objectives• Create branded campaigns (San Miguel,

Lobos, Cowells) for the investment, with defined amounts.

• Create sponsorship opportunities with program related events (WSR dedications, SC forum)

• Improve ED capacity for corporate donor cultivation

• Attend networking opportunities (Summit) with board / ED.

• Pursue corporate volunteer posibilities.

Strategies:

• Secure at least 4 new large corporate donors by 2015, for at least $10,000 each.

Questions:•What role should the board play in cultivating corporate donations?•Is the Donor’s club relevant?•How do we leverage higher dollar amounts from companies?•How to how do we target the dotcom / Silicon Valley surfer’s companies?

Individual donor strategies to get to

$50,000:Objectives• Investment with financial, intellectual, social capital –

triple ask.• Create branded campaigns (San Miguel, Lobos,

Cowells) for the investment, with defined amounts.• Create unique experiences for individual cultivation.• Improve ED capacity for individual donor cultivation• Attend networking opportunities (Summit) with board /

ED.• Pursue crowd funding with smaller individual donors.• Create year-end campaign (#20kby2015).

Strategies:

• Secure at least 10 new large donors by 2015

• Create at least one crowd funding opportunity

Questions:•What role should the board play in cultivating individual donations?•Is the Donor’s club relevant?•How do we leverage higher dollar amounts from individuals?•How to how do we target the dotcom / Silicon Valley surfer?

Co-branding strategies to get to $40,000:

• Increase funding from Patagonia by $10k

• Secure at least one new co-branding contract by the end of 2014 for a minimum of $10k return.

Questions:•What are other co-branding products opportunities we should pursue?•How can we make the products support the program messages?•How do we gain greater control over product design/messaging?•How do we keep STW merch from competing with co-branded projects?

Strategies:

• Create additional SKUs with Patagonia

• Pursue non-surf related companies

• Let branded campaigns/projects drive marketing

Objectives:

Membership strategies to get to $10,000: Objectives:

• Create end of the year membership push

• Use events and outreach to push memberships

• Use co-branded partnerships to drive memberships

• Use competitions to drive memberships

• Convert Facebook friends to members

Strategies:

• Grow members by 100% by 2015

Questions:• What other strategies should

we employee for members?• How do we leverage higher

dollar amounts from individuals?

• How do we convert facebook followers / LIAW attendees to members?

• Members vs Donors Cannibals?

Innovations:•The Surfers Journal Partnership•Sunskis

Merchandise strategies to get to

$20,000: Objectives:

• Create new and appealing merchandise to build on strong brand

• Use events and outreach to push memberships

• Seek distribution agreements

Strategies:

• Launch branded merch by 2015

• Expand merchandise income by 10x

• Secure at least

Questions:•What other strategies should we employee for branding?•What does distribution look like?•How can we afford new merch?

STW Trip Strategies to get to $20,000 Objectives:

• Create a pilot trip to at least one WSR, with a minimum of 6 donors.

• Bring on at least 15 students to Huanchaco as a test run of an education partnership.Strategies:

• Create new and appealing merchandise to build on strong brand

• Use events and outreach to push memberships

• Seek distribution agreementsQuestions:

• What is the risk?• Donor fatigue?• How do we expand?

Fundraising Goals: $500k by 2015• Events: Double events revenue by increasing profile of attendees and

more intimate gatherings.

• Grants: Increase grant funding by expanding by identifying new sources, new program areas, new partners for programs.

• Corporate donors: Increase corporate sponsors through sponsorship opportunities related to programs

• Individual donors: Grow individual donor base by offering unique experiences only STW can provide.

• Co-branded products: Grow co-branding revenue by expanding current partnerships

• Membership: Engage new supporters through co-branding and creative marketing

• Merchandise: Grow merchandise revenue, through creative STW only branded products.

• STW Branded Trips: Launch exploratory trip for donors and create framework for educational travel.

What will YOU do?

What should we NOT do?

Open Questions for STW?

•What should we prioritize differently?

•What is missing?

•What needs to be amended / refined?

•Where do you need more info?