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Fundraising Success- Julia Hargreaves
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Transcript of Fundraising Success- Julia Hargreaves
JULIA HARGREAVES
Fundraising Success
Aims
To better understand the fundraising options available and their fit with your organisation
To increase your chances of fundraising success
To share fundraising experiences
Selling your vision
Case for Support
1. Share your vision 2. Be clear about the problem/need 3. Explain what your solution is to the
problem4. Clarify the urgency 5. Explain your action plan
Our vision is a world where everyone, everywhere has safe water, sanitation and hygiene.
1. Share your vision
What would make your organisation redundant?
What does success look like?
2. Be clear about the problem
What is the wrong that you are working to right?
Who is affected by that wrong? In what way are they affected?
3. Explain your solution to the problem
What do you do? User journey…What difference do you make? Immediate and long term Provide evidence of your impact or how you
will know you’ll make a difference
Nesta Innovation In GivingUser Journey
4. Clarify the urgency
Who do we need to act now? What would happen without your solution?
5. Explain your action plan
What steps need to be taken? How much will it take to achieve success?
Give options (£) Prepare and plan
buys… –covers… –pays for… –changes… –helps… –enables…
Qualify your decision(deliverable, winnable and financially viable?)
Make it compelling – it’s a pitch
Plan your requirements well in advance
Build relationshipsPut yourself in funder’s
shoes
Top tips
Painting a picture
Simple, short sentences and active language, about the need/people, not your organisation
User journeySentences that help your audience to identify
with your project: “Well, you know how… [everyday situation that
anyone would recognise] “And you know what’s really bad about that is… “So one of the things we do is… “And what’s great about that is…”
Painting a Picture
Fundraising Options
Grants Pros: High ROI, relatively short timeframe (six months +), easy to outsource, could use
major donors to open doors Cons: Restricted, project-based income, will suit some projects over others, requires impact ROI: 10:1
Major Giving Pros: Large donations, Gift Aid, opening doors to corporate and trusts too, easy to
outsource Cons: Timescale – 2/3 years, based a lot on personality of staff, requires commitment from
CEO, founder, trustees even if outsourced ROI: 6:1
Supporters Programme Pros: Unrestricted, dependable income stream, Gift Aid, not resource-heavy Cons: Slow growth ROI: estimated 24:1
Legacies Pros: Unrestricted, large donations, little input needed, can outsource marketing materials Cons: Totally unpredictable, takes 5 to 10 years to see any promotion bear fruit ROI: 50:1 (meaningless)
Fundraising Options
Challenge Events Pros: Unrestricted, easy to trial at low-cost, not huge investment over staff time if stick to open
events, can outsource set up Cons: Need the right audience, effort needed to scale, risk of purchasing places and not “selling”
them ROI: 2:1
Community Fundraising Pros: Unrestricted, volunteer-led, grass-roots engagement Cons: Need staff to grow – which lowers ROI, 3 years to reach maturity ROI: 3:1
Special/gala events Pros: Unrestricted income, useful cultivation of major donors, can become an annual “event”, can
outsource management Cons: Costs don’t flex with tickets sold, time-heavy, requires the right audience ROI: 2:1
Corporate Engagement Pros: Large donations for a small charity, large market, variety of forms of corporate support,
could use major donors to open doors, can outsource set up and some management Cons: Staff as relationship managers are key to success, “brand” opens more doors, takes 18
months+ to see success, corporate partners can be demanding ROI: 5:1
What works for your organisation?
Grant Applications
Supporters Programme
Gala/Special Events
Donor Acquisition
Timescales vs ROI analysis
Major Giving
CorporateSupport
Legacies
Community Fundraisin
g Challenge Events
Online
Enterprise
High ROI 10+:1
Low ROI 2:1
Short timescale
Long timescale
Grant Applications
Supporters Programme
Gala/Special Events
Donor Acquisition
Risk vs ROI analysis
Major Giving
CorporateSupport
Legacies
Community Fundraisin
g
Challenge Events
Online
Enterprise
High Potential Income
Low Potential Income
Low risk of raising nothing
High risk of raising nothing
Fundraising Portfolio Analysis
Internal FitHigh Medium Low
External
Appeal
High Invest/Develop
Invest/Develop
Evaluate carefully/manage selectively
Medium
Invest/Develop
Evaluate carefully/manage selectively
Consider for drop/close
Low Evaluate carefully/manage selectively
Consider for drop/close
Consider for drop/close
What will it cost?
Type of fundraising Annual Income per FT staff*
Avg Salary per FT staff – officer level (Ldn)**
Grants 673,000 £29,500
Major Gifts 356,000 £30,000
Regular Giving 1,200,000 £29,500
Events 257,000 £26,500
Community Fundraising
257,000 £26,500
Corporate Partners 308,000 £30,000
*Institute of Fundraising survey in 2012 **Kage Partnership annual salary survey
What next?
Your Plan
About your organisation – what do you do, how much do you need and for what?
External factors – PEST, competitor analysis, market segmentation, prospecting (e.g. Prospecting for Gold)
Analysing your options Recommendations for investment areas
Useful Contacts
The Institute of Fundraising Regional & special Interest groups Code of Fundraising Practice
LinkedIn Funding Central NCVO Directory of Social Change Third Sector nfpSynergy Local library
grant directories