Art & Science

Why You Need Both To Build

Individual Donations To Your

Charity

Richard Nicholls

• Harnessing all your channels to ask

• Using case studies

• The process of making approachesa) Using a prospect report effectively

b) Cultivating future support

c) Meeting etiquette and getting appointments

• Asking and making the most of the it

• Asking at the right level and understanding tax

What we’re going to cover

People...

...give to people

Name Type Key

ContactProject Status Goal

Date

Expected

Last

Action

Office

Lead

Leading

Super-

Market

Comp.Mktg

Director

Spread

the

Warmth

Identify £25k Dec 2013

Invited

them to our

annual

dinner

Kevin

Local

well

known

wealthy

bus. man

Indiv. Our Chair

Spread

the

Warmth

Res £5k Dec 2013

Chair

invited to

tour

building

Kevin

National

LotteryTrust

Awards

for All

prog

manager

Spread

the

Warmth

Ask £5k Dec 2013Written

app madeRich

Gift Aid

on

Donated

Goods

Indiv. Retail Mgr

Spread

the

Warmth

Plan £2.5k Dec 2013Prepared

data setRich

Build a prospect report

1 Use it everyday and keep it updated.

2 Share it with senior staff every month – not once a year.

3Let your colleagues and associates help you to build it.Fundraising is a team sport.

4 One fundraiser can only really manage 50 contacts.

5 But every fundraiser should have 200 names on their list.

Five golden rules of prospecting

DATA MINERESEARCH IN

DEPTHUNDERSTANDMOTIVATIONS

Clients Giving History Socialite

Gift Aided GoodsClubs &

Associations Devout

Policy Holders Peer Networks Affected by cause

Campaigners

Ensure your report really is

your top list!

• The time and investment in an agreed, written approach plan is worth it for higher level individual donors

• Don’t let your Chief Executive tell you they are too busy

• Don’t fail to prepare your Chief Exec to be prepared

• Make your brief stimulating – use photographs to bring your approach plans to life

“By failing to prepare, you are preparing to fail...”

...Benjamin Franklin (on higher level donors?)

Plan approaches

to high level donors

Common reasons for

fundraisers not being

able to engage a

Prospect

Possible solutions Example Why?

“Didn’t get a

response to the

email or letter I sent”

Go back to your

research and find a

connection that will

make your offer

more attractive.

President of Ford

Motor Company –

lecture to MBA

students

People like being

flattered!

I got a response “but

the Chief Exec of the

UK’s biggest

supermarket chain is

too busy to meet me”

Think creatively

about the

opportunities we can

present that people

do not ordinarily

have access to.

See an equine

veterinarian in

action

People want to

experience new

opportunities

We wrote to 5,000

people asking them

to support the

Animal Hospital

appeal but only 25

people supported

(0.5%)

People support

people or pets – find

a different why of

writing to them.

Letter comes from

their pet! Response

rate becomes the

best ever seen

(25%!!!!)

Emotional

connection; future

investment in their

pets wellbeing

Art of Getting in!

DO DON’T

...observe etiquette from your

emails/letter preparation to the

meeting itself.

...ever keep your mobile phone

on – let alone actually use it.

...prepare in terms of

appearance – show the person

you respect them giving you

their time.

...wear inappropriate clothing.

The meeting is about the donor

– not you.

...arrive early. ...arrive late.

...listen. Match the donors

interests with your project.

...Do all the talking.

Asking Do’s and Don’ts

• Project Manager/Chief Executive/Service User to ask

• Fundraiser to attend – never ‘go solo’

• Use a Table of Gifts

• Let the donor know what their peers are giving

• Prepare in advance your naming and recognition policy

• Confirm with the donor their intentions

• after they have been expressed

• Prepare to be surprised

• Don’t be afraid to ask again

• Provide a donor charter

• Say thanks!

Higher level donors –

How to ask!

Gift Aid basic rate 25%

Higher Rate Tax Payers 40% or 50%

HRTP claim the difference back!

Give £100 (charity gets £125) claim back

either £25 or £37.50

The donation that cost you £75 or even

£62.50 gets the charity £125

Other tax breaks for companies and for

payroll

SO DON’T UNDER ASK!!!!

Make the donation work

hard for your charity

Ask whenever you can

Keep asking!

• According to Webster's New Collegiate Dictionary, the definition of science is "knowledge attained through study or practice," or "knowledge covering general truths of the operation of general laws”

• According to Tolstoy, art must create a specific emotional link between artist and audience, one that "affects" the viewer. Thus, real art requires the capacity to unite people via communication

Age Cymru Spread the Warmth campaign starts

now finishes February and involves: ITV Text

Santa; Keep Well This Winter Guide; Age Cymru

Thermometers; Edwards Coaches partnership;

Bobble Day; Gala Dinner and Awards; Winter

Concert; Winter Warmer; Bilingual Christmas

Card range; Fill Me Til I Want no More

Collections; Choir practice; Cathedral Concert;

Raffle; Big Knit with Innocent Smoothies;

Information and Advice Guides; Energy

Insurance Promotion; Running Events; And

there’s more!