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Alyce Lee Stansbury: Fundraising in New Normal 2012
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Transcript of Alyce Lee Stansbury: Fundraising in New Normal 2012
Fundraising in theFundraising in the New Normal New Normal
Nonprofit Leadership SymposiumFriday, March 23, 2012
Gainesville, Florida
Alyce Lee Stansbury, CFREStansbury Consulting LLC
©Stansbury Consulting LLC. 2010.
“Fundraising is the gentle art
of teaching peoplethe joy of giving.”
- Henry A. (Hank) Rosso
©Stansbury Consulting LLC. 2010.
Defining the New Normal
• Tighter budgets and few staff
• Increased competition for fewer dollars
• Need for more complex funding strategies
• Emphasis on collaboration
• Greater demand for accountability
Defining the New Normal
• Greater demand for transparency
• NPOs must demonstrate results
• Savvy donors asking tougher questions
• Greater access to information
• More “asks” to get same results
• Bigger gifts take longer to cultivate©Stansbury Consulting LLC. 2010.
Six Strategies forFundraising Success
1. Know where your time should be spent
2. Tell your BEST story
3. Build long-term relationships
4. Fish where the BIG fish are
5. Maintain Public Profile
6. Get your Board on Board
©Stansbury Consulting LLC. 2010.
(#1) Know where your timeshould be spent
©Stansbury Consulting LLC. 2010.
• Stewardship– Review thank you letters and overall
recognition process– More personalization (show me that you know me)
– More hand written notes – Involve Board members & volunteers– Say more than “thank you”
(#1) Know where your timeshould be spent
• Fundraising programs spend: – 70% on “churn”– 30% on donor retention
• 65% attrition between 1st and 2nd gift• Penelope Burk – Cygnus Applied Research
• 1000 donors – how many left in 5 yrs?• Jerold Panas
©Stansbury Consulting LLC. 2010.
(#1) Know where your timeshould be spent
• Stay in touch with donors/stake-holders
• Call top 20 donors. Prepare talking points
• Involve Board members.• Make visits and phone calls a TOP
priority.
©Stansbury Consulting LLC. 2010.
(#1) Know where your timeshould be spent
Introduce new people to your cause
– Review database to uncover hidden potential
– Increase meetings with donors and prospects
– Do your own “prospect research” (LAI)
©Stansbury Consulting LLC. 2010.
©Stansbury Consulting LLC. 2010.
(#1) Know where your time should be spent
If Development Director:• Identify strengths and skills of CEO• Know difference between asking CEO for
help and asking to do your work*• Meet routinely to discuss status of prospects
and next steps• Keep CEO well informed• Make it easy for CEO to help
* James Donovan
©Stansbury Consulting LLC. 2010.
(#1) Know where your timeshould be spent
If CEO:
• Be prepared to participate in fundraising
• Donors want to give to well-managed
organizations• Among $1 million donors:
“Unbreakable bond of regard and respectbetween donor and CEO.”
- Jerold Panas, “Mega Gifts”
(#1) Know where your timeshould be spent
• Keep asking.
• Never apologize for asking.
• Don’t make donors feel bad for giving less.
• Don’t assume donors can’t or won’t give.
• Value the donor, not just the donation.
©Stansbury Consulting LLC. 2010.
“In tough financial times people
actually give more…
but they give to organizations
they care deeply about.”
- Jerold Panas
©Stansbury Consulting LLC. 2010.
(#2) Tell your BEST story
• Make sure you know what you’re selling
• How are donors changing lives?
• Turn mission statements into BECAUSE statements
• Review case for support and MAKE IT BETTER
• What’s new? unique? dramatic?
©Stansbury Consulting LLC. 2010.
©Stansbury Consulting LLC. 2010.
(#2) Tell your BEST story
“Think of your
case statement
as a series of
ah – ha’s”. - Tom Ahern
©Stansbury Consulting LLC. 2010.
(#2) Tell your BEST story
• Tell your story. Use anecdotes.
• Stories have a beginning, middle, and end.
• Pick ONE statistic that dramatically reveals something worth knowing.
• Pick the juiciest testimonial: the one that makes a point and depicts your organization as effective.
• Be donor centric instead of donor optional.• Tom Ahern
©Stansbury Consulting LLC. 2010.
If we want people to
give better…
…we have to do a better job
of explaining why
they should give better.
(#3) Build long-term relationships
• Cultivate relationship first: engage them in your work before you ask.
• Communicate before you ask again
• Take Relationship Quiz
• Only timing that matters is the donor’s
©Stansbury Consulting LLC. 2010.
(#3) Build long-term relationships
• Add stewardship activities to development plan
• Identify steps after events to deepen relationships
• Visits (no ask) are vital
©Stansbury Consulting LLC. 2010.
©Stansbury Consulting LLC. 2010.
(#4) Fish where the BIG FISH are!
©Stansbury Consulting LLC. 2010.
(#4) Fish where the BIG FISH are!
• Think BIGGER
• Ask for what you really need
• Ask for more rather than less
“Big, bold programs sell.” -Jerold Panas, Mega Gifts
©Stansbury Consulting LLC. 2010.
(#4) Fish where the BIG FISH are!
• Learn to ask well. Practice! • Don’t wait for the “perfect” time to ask.• Cultivate a board member to make asks• Think about challenge gift or other
incentive [LEVERAGE]• Consider a small, compact campaign for
specific project = achieve success; build momentum
(#5) Maintain public profile
• Be visible - Be active• Speaking engagements• Community-wide events• Earned media• Newsletters• Website• Social Media• Free stuff
©Stansbury Consulting LLC. 2010.
(#6) Get your Board on Board
• Connect them to their passion
• Keep Board well informed
• Bigger gifts require bigger trust in leadership (board & staff)
• Meetings: less reporting; more discussion
©Stansbury Consulting LLC. 2010.
(#6) Get your Board on Board
• Strategic plan: driving force of activity
• Sustainability must be key goal
• Enforce Board expectations
• Board must hold each other accountable
©Stansbury Consulting LLC. 2010.
©Stansbury Consulting LLC. 2010.
(#6) Get your Board on Board
PASSIONATE volunteers
raise money.
Your job:
Cultivate. Teach. Engage. Involve.•
©Stansbury Consulting LLC. 2010.
Fundraising in the New Normal
Are you the lion or the gazelle?
©Stansbury Consulting LLC. 2010.
Good Luck - You Can Do it!
Alyce Lee Stansbury, CFRE
Office 850-668-2569
Mobile 850-509-2374
Email: [email protected]
www.stansburyconsulting.com
©Stansbury Consulting LLC. 2010.
References & Resources:
• AFP Toolkit for Fundraising in Bad Economy– Articles, research, books, and related links
www.afpnet.org• Ahern, Tom . “How to Write Fundraising Materials”• Ahern, Tom and Joyauax, Simone. Keep your donors: the
Guide to Better Communications and Stronger Relationships (Wiley, 2007)
• Bradham, June. “Board members want to lead – then give,” AFP Resource Center,, March 2010
• Chronicle of Philanthropy, How Charities Cope with a Troubled Economy - Recent stories, live discussions, and stats
References & Resources:
• Donovan, James. “Five Tips for Fund Raising Staff in Working with the CEO and Board”, July 2009
• Giving USA www.givingusa.org• Klein, Kim. “Fundraising in times of Crisis”, Jossey Bass.• Lord, James Gregory. “The Raising of Money”• National Council on Nonprofits, “Nonprofit Economic
Vitality Center” • Panas, Jerold. “Mega Gifts”• Panas, Jerold, “Institute for Charitable Giving”• Rosso, Hank. “Achieving Excellence in Fund Raising
©Stansbury Consulting LLC. 2010.