Diversifying Your Funding Base
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Transcript of Diversifying Your Funding Base
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Presenter: Kim KleinKlein and Roth Consulting Klein and Roth Consulting helps organizations build strong
fundraising programs that are mission-driven. We provide practical, hands-on advice on how to build a broad base of individual donors, grounded in social justice values.
Kim Klein is the author of Fundraising for Social Change and Reliable Fundraising in Unreliable Times. She has taught fundraising in all 50 states and 21 other countries.
Sponsored by: OCCUR
www.kleinandroth.com
Diversifying Your Funding Base
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You will expand your knowledge about how to:
Create a clear compelling message Build a list of people who would give to your
organization Feel comfortable asking for money Motivate board and volunteers to raise $ Find ways to help your program raise money
which work for you
Goals for our time together
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2013 contributions: $335.17 billion
Source: Giving USA
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Where the Money Went:
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Are most people: 70% of adults
Give to 5-10 organizations each year
Equal numbers of men and women
60% of money given comes from families with incomes of $90,000 and under
# 1 reason people give: someone asked them
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The People Who Give:
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Move into an “EXCHANGE” Frame
Go from this:“Please, please, please…”
To this: “I think you would be interested….”
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Do you have a clear message?
What does your org most believe?
What does your org do to act on its beliefs?
What is your track record?
How much money do you spend?
Where do you get your money?
Who is involved in your organization?
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--your website, --your e-newsletter--a friend--a special event--dropping by your office
Would I know that you raise money from people like me?
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If I found out about your organization from:
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The Purpose of Fundraising is to Build Relationships
Invite the first gift
Invite the donor to give over and over
Invite the donor to give thoughtfully:)
Invite a legacy gift (bequest):
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Your Relationship Building Efforts
We invite people to:
Make their first gift by… Make their second,
third, fourth gift by… Increase the size of
their giving by… Ask them to consider
leaving us a gift in their will by…
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Comparing Strategies:
TIME IN
StrategyIn person askingPersonal Phone CallPersonal LetterPhone-a-ThonDirect Mail (Acquisition)On-line Special Events
MONEY OUT
Response Rate 50% 25% 10-15% 5% .5-1% Varies
Varies
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Financial Health Requires Diversity
Fees/Products
Major Donors
Sources/Strategies
Board and Volunteers
In-Kind Foundations
Online House parties
Religious
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Every Board Member Should: Make his or her own gift
• Gift should be significant to that person
Participate in fundraising in SOME WAY• People have different talents, desires,
time availability, connections and social skills
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Every Board Member Should be Able To: State the vision Name three accomplishments Describe three goals for the current year Know the total budget Talk about how the organization raises $.
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Every Board Member Has A PlanI, Betty Lou Board Member, will:
Give $500 before November 1. Help raise $1000 by hosting a house party at my
house in May. GOAL: 20 new donors @ $50-100 each
Work on annual general meeting.
I prefer not to: Participate in the phone-a-thonI will not: Come to the auction—sick of those!
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Ideally this includes the board, but does not need to only be board members.
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Build a Team of Askers
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Looking Beyond the Board: Who else can you invite to join your fundraising team?
www.grassrootsfundraising.org
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Know What You Need to Raise
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One Thing Will Never Change:
Personal face to face asking
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Nothing takes the place of face to face asking
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1. Success is askingFundraising is a volume
businessTip: Create a visual which shows # of asks completed
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Four Tips For Successful Asking
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2. Be OK with NOPeople say no. “No” has nothing to do with
you. People say no because: They have too much else on their minds They have given already to someone else They don’t have the money They need to think about it
Four Tips, Cont.
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BUT MEAN NOT NOW OR MAYBE:
“I’ll get back to you.” “I have to ask my partner/spouse.” “I haven’t had time to look at your
information”“Send me something in the mail” “I’m giving to so many other things right
now.” “Yes, I’ll send something later”
Things can sound like no…
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3. Believe in your cause
Four Tips, cont.
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4. Don’t ask everyone. You don’t need to ask people
who:
• Are just going to ask you back• Owe you a favor• You don’t like• Really don’t want to
Four Tips, cont.
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Ability: Gives away moneyBelief: Cares about this cause or something similarContact: You or someone you know and trust knows the prospect.
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Identify Prospects
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Set a goal for yourselfExample: $2,000Need: 10 at $200Or1 @ $5002 @ 2505 @ 10010@ 50Need 3X as many prospects as gifts.
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Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for:
1.2.3.4.5.
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Break it down into small bites:
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Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for:1. Max ex-husband never hardly time
of day 2. Mary cousin Yes yes
$1503. Jose friend Yes lobbyist
houseparty4. Susan colleague ?? Sort of Bake
sale5. Georgia book club Yes probably not ----6. Milagros neighbor Yes definitely $5007.
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Make a list, work the list
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Use a combination of letter/e-mail, phone call and face to face to face meeting
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Approach Prospects Personally
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Preparing for the Phone CallHave ready: Opening sentence Message for VM Most exciting thing
about the project Where are you toward
the goal? How much do you
want?
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Ask different types of questions: How did you first hear about us ?How long have you lived here? How is that donut shop that just opened? What is most compelling about this issue to
you?
Don’t do all the talking…
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I got involved in this because….
The most surprising thing to me about this issue is….
I loved meeting people who have been giving for a long time because….
I have a dog, too….
Tell Your Own Story
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The CLOSE
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Comes Back To Relationships
Problem: Donors’ biggest
complaint: “I am treated like an ATM.”
Solution: Be in touch when you
don’t want money.Appreciate what the
donor has done already
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Focus on what is important
ImportantLive here
Not importantNot here
Urgent Not urgent
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Magazine and e-newsletterGrassroots Fundraising Journalwww.grassrootsfundraising.orgBooks by Kim KleinReliable Fundraising in Unreliable TimesFundraising for Social Change Other recommended books: Working Across Generations by Robby Rodriquez,
Frances Kunreuther and Helen KimAccidental Fundraiser by Stephanie Roth and Mimi
HoOrder from www.josseybass.com or your local bookstore
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Helpful Resources from Kim Klein