Growing Philanthropy: Some Initial Ideas · Growing Philanthropy: Some Initial Ideas ADRIAN...
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Growing Philanthropy: Some Initial Ideas ADRIAN SARGEANT, ROBERT F. HARTSOOK PROFESSOR OF FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT
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FUNDRAISING INDIANA UNIVERSITY & INDEPENDENT CONSULTANT
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FUNDRAISING EDUCATION
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Is Broken
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WOULDN’T IT BE GOOD IF EVERY FUNDRAISER KNEW
2 models of donor behavior
The role of emotion in fundraising and how to maximize its impact
The three key things that drive donor loyalty – and why this matters
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loyalty – and why this matters
Three key drivers of trust in an organization – and why this matters
The characteristics of effective fundraising websites – and how to minimize drop-outs
from the donation process
How to increase giving by over 30% by changing a few words in a solicitation
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INSTEAD …
Little interest from Colleges in formal qualifications
Proliferation of pseudo-certificates that confuse employers
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employers
And CFRE
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CFRE
Surveys how fundraisers spend their time
Maps out six knowledge areas, yet lists skills, then tests knowledge
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Provides no meaningful detail
Has an unacceptably weak definition of what constitutes knowledge
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THE ANSWER
A New Education and Certification Framework
The Creation of A Fundraising Research Institute
Encourage Foundations to Invest in Applied Research
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ResearchEncourage the Development of Academic Qualifications in FundraisingAppoint a ‘Sales Force’ for the Body of KnowledgeCall-out Institutions Offering ‘Certificates’ Purporting to be Qualifications
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DONOR RELATIONSHIPS
Are Broken !!!
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FOCUS ON SUPPORTER RELATIONSHIPS
Consign the ‘annual’ fund to fundraising history
Shift remuneration of fundraisers to retention, loyalty and satisfaction
Re-orient towards longer term measures of fundraising performance
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Development of a more integrated approach to fundraising
Break down organizational silos and encourage greater collaboration between teams.
Tackle High Turnover Rates in the Fundraising Profession
Educate boards and senior nonprofit managers
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FOCUS ON IDENTITY
Not why people give, but what people are expressing about
themselves when they do.
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To themselves and to others …
Add real value in relationships based on this understanding.
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TRUST AND C NFIDENCE
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DOH !
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CODE OF PRACTICE FOR TRANSPARENCY AND
ACCOUNTABILITY
‘Charities ought not to make statements such as
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‘Charities ought not to make statements such as ‘all of your £1 goes direct to the cause’ or ‘our
fundraising does not cost us anything’ or imply that fundraising does not cost anything’
-Institute of Fundraising 2006 p6
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CHARITYFACTS USA
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CONTROL WHAT MATTERS TO DONORS
Excessive volume of solicitation
Use of enclosures in mail
Data-errors – poorly addressed
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Data-errors – poorly addressed communications
Intrusion
Tone of solicitations
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SELF-REGULATION
Map out standards of professional practice
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Quality mark?
Complaints scheme
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Institute and ‘Enforce’ 100% Filing of Forms 990.
Fund the Development of a ‘Philanthropedia’ to Facilitate Peer-to-Peer Evaluations of Nonprofits
AND
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Evaluations of Nonprofits
Develop New and More Appropriate Measures of Performance
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F RMS OF GIVING, CHANNELS AND AUDIENCES
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With potential for growth …
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REGULAR GIVING
600 - 800% higher LTV and counting …Environmentally friendly …
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…
Reduces costs …
Predictable …
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WORKS WELL WHEN…Charity owns the cause e.g ACS
Moral imperative e.g WaterAid
There is a clear long term need
Staff or volunteers are viewed by the public as heroes (MSF, ASPCA)
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Staff or volunteers are viewed by the public as heroes (MSF, ASPCA)
Support for the charity adds to an individual's lifestyle statement (Greenpeace, NPR, Liberty)
Sustained use of DRTV
Younger audience
Membership - RG is merely a payment method
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BEQUESTS …
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WHEN WILL YOU DIE?
Without a Will With a Will
With a Will with a
bequest to
ON AVERAGE
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At 69At 69 At 79At 79 At 82At 82
bequest tocharity
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HOW TO DO IT ..
It is NOT planned giving
Celebration of large and small gifts
It involves INVESTMENT
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Ubiquitous coverage
Pledgers spread across the database, but..
Treat pledgers differently !
Write in language appropriate for the audience ...
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Creation of a Nonprofit Mutual Fund
Promotion of Asset Based Giving
Encourage and Promote Best Practice in Social Media
AND
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MediaDevelop Expertise in Broadening Participation in Giving. Improve the Sector’s Engagement with Young PeopleChallenge the Wealthy to Plan Their Own Philanthropy
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PHEW !!!
OVER TO YOU …
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OVER TO YOU …