Spayusa Intermed Fundraising Finalcompressed

Intermediate FundraisingIntermediate Fundraising

Ideas that Work!Ideas that Work!

Adopt Adopt Protect Protect LoveLove

Sharon Harvey(216) 377-1618sharvey@clevelandapl.org

ClevelandANIMALPROTECTIVELEAGUE

Adopt Adopt Protect Protect Love Love

ENGAGE YOUR BOARD!!!ENGAGE YOUR BOARD!!!

Set expectations for board giving and fundraising during prospect interviews

Achieve 100% board givingDonors are less likely to support organizations whose board members do not show a personally significant financial commitment. Set a board goal to give or “get” at least $XXX in personal or new donations.

Secure list of friends/associates from board member for mailing list

Board member participation in special events

Support their success and treat and communicate with them like donors

Who is your audience?Who is your audience?- Donors, adopters / clinic clientsDonors, adopters / clinic clients

What’s your message?What’s your message?- End pet overpopulation? Find new homes? Fight cruelty? End euthanasia?End pet overpopulation? Find new homes? Fight cruelty? End euthanasia?

Is your message clear and engaging?Is your message clear and engaging?- Are you using jargon? (kitten season, pet overpopulation, TNR, euthanasia)Are you using jargon? (kitten season, pet overpopulation, TNR, euthanasia)- Tag lineTag line Adopt Adopt Protect Protect Love (Cleveland APL) Love (Cleveland APL)

Every life is precious (Richmond SPCA)Every life is precious (Richmond SPCA)End petlessness (Oregon Humane Society)End petlessness (Oregon Humane Society)Pets are worth saving (PAWS Chicago)Pets are worth saving (PAWS Chicago)

Is your message geared to your audience?Is your message geared to your audience?- TNR and ending pet overpopulation in the suburbs?TNR and ending pet overpopulation in the suburbs?- Different messages for different audiencesDifferent messages for different audiences

Will it compel them to give?Will it compel them to give?

CRAFT YOUR MESSAGECRAFT YOUR MESSAGE

GET YOUR MESSAGE OUT GET YOUR MESSAGE OUT Create & Maintain Top of Mind AwarenessCreate & Maintain Top of Mind Awareness

Press ReleasesPress Releases Cultivate relationships with mediaCultivate relationships with media Website, blogs, social networking Website, blogs, social networking

sitessites Speaking engagementsSpeaking engagements Tabling eventsTabling events Script EVERYONE!!!Script EVERYONE!!!

HAVE FUN!HAVE FUN!

QUANTIFY YOUR NEEDQUANTIFY YOUR NEEDDEVELOP A FUNDRAISING PLANDEVELOP A FUNDRAISING PLAN

Seek contributions from multiple sources – DO NOT rely Seek contributions from multiple sources – DO NOT rely solely or excessively on events (~20% of fundraising)solely or excessively on events (~20% of fundraising)

Maximize special event revenue or don’t do them (25% Maximize special event revenue or don’t do them (25% ratio)ratio)

Stick to your plan!!! Stick to your plan!!! (reference handout)(reference handout)

Learn when and how to say “no” to well-meaning idea Learn when and how to say “no” to well-meaning idea people if their idea will stretch resources beyond the scope people if their idea will stretch resources beyond the scope of your planof your plan

Track your progress on a fundraising dashboardTrack your progress on a fundraising dashboard

Set next year’s goals using this year’s benchmarksSet next year’s goals using this year’s benchmarks

GENERAL OPERATING FUND BUDGET YTD 2008 % of BUDGET YTD 2007 YTD CHG

General Individual Donations Memorials/Tributes 5,000$ 3,800$ 76% 3,500$ 9% Donation Jars 5,000$ 3,500$ 70% 3,700$ -5% Cage Sponsorship 18,000$ 12,000$ 67% 12,500$ -4% Matching Gifts 2,000$ 1,500$ 75% 1,000$ 50% Solicited Gifts1 12,500$ 10,000$ 80% 9,000$ 11% Unsolicited Gifts2 17,500$ 12,500$ 71% 15,500$ -19% Program Donations3 5,000$ 4,500$ 90% 2,500$ 80%

General Donations Total 65,000$ 47,800$ 74% 47,700$ 0%Corporate Sponsorship 5,000$ 3,000$ 60% 3,500$ -14%Foundations and Grants 30,000$ 20,000$ 67% 20,000$ 0%State/Fed Combined Campaign 10,000$ 8,000$ 80% 7,500$ 7%Direct Mail (mailing list of 4,000)

February Newsletter 8,000$ 8,200$ 103% 5,000$ 64% May Appeal 5,000$ 4,100$ 82% 4,000$ 3% August Newsletter 5,000$ 4,200$ 84% 3,500$ 20% November Appeal 12,000$ -$ 0% -$

Direct Mail Total 30,000$ 16,500$ 55% 12,500$ 32%Events

Pet Festival 15,000$ 16,500$ 110% 15,000$ 10% Holiday Event 10,000$ 1,000$ 10% 500$ 100% Misc/Community Events 5,000$ 5,000$ 100% 3,500$ 43%

Event Total 30,000$ 22,500$ 75% 19,000$ 18%

TOTAL 170,000$ 117,800$ 69% 110,200$ 7%

OTHER BENCHMARKS 2008 2007 YTD CHG

Direct Mail Number of Gifts 568 500 14% Average Gift Amount $25 $22 14% Response Rate (donors) 14% 10% 40% Cost of Raising $1 $0.13 $0.25 -48%

Online Gifts Number of Gifts 150 100 50% Average Gift Amount $30 $27 11%

Number of $100+ Gifts 1,767 1,302 36% $100 - $249 45 30 50% $250 - $499 25 12 108% $500 - $999 6 5 20% $1000 - $4999 2 3 -33% $5000 - $9999 3 2 50% $10000+ 2 2 0%

NOTES1 Includes board gifts and board/staff solicited gifts for general operations or specific project/purchase 2 Includes online giving and other miscellaneous donations received3 Donations made over and above program fees (i.e. Spay it Forward, "Rounding Up," Adoption/Surrender donations, etc.)4 Event expenses should be no more than 25-30% of event gross revenue

FY2008 Fundraising Income ReportYTD through September 30, 2008 (75% of budget year has elapsed)

SAMPLE

DONOR RELATIONSDONOR RELATIONS

DEVELOP A DATABASEDEVELOP A DATABASE

Track every contact with donorTrack every contact with donoro Calls, events, gifts, visits, adoptions, etc.Calls, events, gifts, visits, adoptions, etc.

Donor contact informationDonor contact information

Other donor informationOther donor informationo Work, birthday, family info, interests, pets, etc.Work, birthday, family info, interests, pets, etc.

DONOR CULTIVATIONDONOR CULTIVATION

Consider EVERYONE a prospective donor Consider EVERYONE a prospective donor

Treat prospective donors and donors like friends. Treat major Treat prospective donors and donors like friends. Treat major gift prospects and donors like best friends! (i.e. frequent and gift prospects and donors like best friends! (i.e. frequent and personalized interaction from agency leadershippersonalized interaction from agency leadership

Bring prospects / donors to you … tours, Yappy HoursBring prospects / donors to you … tours, Yappy Hours

Go out and meet themGo out and meet them

Communicate regularly (phone calls, newsletters, birthday cards)Communicate regularly (phone calls, newsletters, birthday cards)Give them time, access, information. Listen and ask their Give them time, access, information. Listen and ask their opinion.opinion.

Connect donors and prospects with programsConnect donors and prospects with programs

REMEMBER … PEOPLE GIVE TO PEOPLEREMEMBER … PEOPLE GIVE TO PEOPLE

Donor cultivation is an organization-wide strategy and long-term process of nurturing donors towards Donor cultivation is an organization-wide strategy and long-term process of nurturing donors towards higher levels of understanding, commitment and giving. This means learning about each donor's higher levels of understanding, commitment and giving. This means learning about each donor's interests, lifestyle, and philanthropic desires so that we can better initiate and respond to contacts interests, lifestyle, and philanthropic desires so that we can better initiate and respond to contacts and develop a stronger relationship. and develop a stronger relationship.

DONOR STEWARDSHIPDONOR STEWARDSHIP

Gift acknowledgement – prompt, accurate, specificGift acknowledgement – prompt, accurate, specific

Tell donor how last gift was used before asking againTell donor how last gift was used before asking again

Formal donor recognition – donor walls, lists in publications, Formal donor recognition – donor walls, lists in publications, signagesignage

Annual reports, newsletters Annual reports, newsletters

Personal letters, personal notes on form letters Personal letters, personal notes on form letters

Telephone calls (thank you, personal invitations, etc.)Telephone calls (thank you, personal invitations, etc.)

““Yappy Hour” receptions and tours, other recognition eventsYappy Hour” receptions and tours, other recognition events

Stewardship means faithfully delivering the promised benefits, using gifts intelligently, Stewardship means faithfully delivering the promised benefits, using gifts intelligently, reporting to donors on the use of their gifts, then thanking, informing, and involving reporting to donors on the use of their gifts, then thanking, informing, and involving donors to cultivate them for steadily increasing gifts over a long period of giving. donors to cultivate them for steadily increasing gifts over a long period of giving. Stewardship is designed to confirm the donor's wisdom in making the original gift and to Stewardship is designed to confirm the donor's wisdom in making the original gift and to draw him or her closer to the organization.draw him or her closer to the organization.

DIRECT MAILDIRECT MAIL

DIRECT MAILDIRECT MAIL Set annual goal for number of appeal mailings Set annual goal for number of appeal mailings

and number of appeals being mailed, including and number of appeals being mailed, including newslettersnewsletters

Design appeals to reflect the culture of your Design appeals to reflect the culture of your organization and the interests of your audienceorganization and the interests of your audience

Track response rate and cost of raising $1Track response rate and cost of raising $1

Consider purchasing a “prospect” list from a Consider purchasing a “prospect” list from a direct marketing agencydirect marketing agency

Send acknowledgments within two weeks of Send acknowledgments within two weeks of receipt of donation … or sooner!receipt of donation … or sooner!

NEWSLETTERSNEWSLETTERS

Include an ASK!!!

Mail it in an envelope?

EVENTSEVENTS

Limit events to two/year unless people with ideas are Limit events to two/year unless people with ideas are willing to do the workwilling to do the work

Critically evaluate event ideas with respect to impact on Critically evaluate event ideas with respect to impact on

available resources vs. potential to raise money and/or available resources vs. potential to raise money and/or introduce viable, new prospects/friendsintroduce viable, new prospects/friends

Formulate events that offer a divergent flavor and attract a Formulate events that offer a divergent flavor and attract a distinct patron basedistinct patron base

Consider adding online participation – i.e. FirstGivingConsider adding online participation – i.e. FirstGiving

Maintain 25% event expense to revenue ratioMaintain 25% event expense to revenue ratio

OTHER IDEASOTHER IDEAS

SPAY IT FORWARD FUNDSPAY IT FORWARD FUND

Grassroots TNR campaignGrassroots TNR campaign

Solicit $1, $2, $3 donation / feral catSolicit $1, $2, $3 donation / feral cat

Use funds to subsidize cost of Use funds to subsidize cost of surgery for clients/caretakers who surgery for clients/caretakers who can’t pay or for targeted coloniescan’t pay or for targeted colonies

CAGE SPONSORSHIPCAGE SPONSORSHIP

Annual Newsletter Cage Sponsor Annual Newsletter Cage Sponsor Recognition & Thank YouRecognition & Thank You

MAJOR GIFT MAJOR GIFT CAGE SPONSORSHIPCAGE SPONSORSHIP

PET CALENDARPET CALENDAR

ENCOURAGE SUPPORTERS TO ENCOURAGE SUPPORTERS TO RAISE MONEY FOR YOU!RAISE MONEY FOR YOU!

REMEMBERREMEMBER People give to peoplePeople give to people

You don't raise funds; you raise friendsYou don't raise funds; you raise friends

Fundraising is relationship buildingFundraising is relationship building

Communicate frequently and personally – open Communicate frequently and personally – open doordoor

EXCELLENT stewardshipEXCELLENT stewardship

EVERYONE is a potential donor EVERYONE is a potential donor

““Steal” ideas strategically and intelligently!!!Steal” ideas strategically and intelligently!!!

GIVE YOUR STORY GIVE YOUR STORY A FACEA FACE

– and a heart …– and a heart …

The story of Hugh……an ordinary brown dog who became extraordinary for a cause …

Merritt Road Shelter1980 - 2001

Hugh in the News

Hugh for Mayor

Marino for Mayor

Geauga Humane Society’sGeauga Humane Society’sRescue VillageRescue Village

Opened 12-03-2001Opened 12-03-2001

Spayusa Intermed Fundraising Finalcompressed

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