WEBINAR: Discover the Keys to BIG Fundraising at a …...Small Nonprofit Fundraising Webinar...

WEBINAR:Discover the Keys to BIG Fundraising at a Small Nonprofit

Small Nonprofit Fundraising Webinar

Discover the Keys to BIG Fundraising at a Small Nonprofit

● Introduce webinar guest Linda Wastyn, fundraising veteran and consultant

● The difference in fundraising approach at a small nonprofit vs. large nonprofit

● How small nonprofits invest too much time in the wrong fundraising efforts

● Top two fundraising methods every small nonprofit should focus on

● How to involve nonprofit board members in fundraising

● Small nonprofit development best practices

● Take questions from the audience (please post them in chat throughout webinar)

3

Linda Wastyn, Ph.D.

• 30+ years of development experience

• CEO of Wastyn & Associates, an integrated fundraising consulting company

• Has served on 6 nonprofit boards as a development expert

• Based in Illinois

Nonprofit Fundraising Professional

Discover the Keys to BIG Fundraising at a Small Nonprofit


What is different about fundraising at a small nonprofit?


Fundraising at a Small Nonprofit (<$2M annual budget)

• Fewer people doing everything• Greater reliance on staff and

board• Everyone is multitasking• TALENTS are split, too

Often one person is hired for bothmarketing and development …and they are usually marketers.

Outsource marketing, because you can’t outsource relationships.

POLL: How many full-time staff members are in your organization? What percent of their time is spent on development?


Where do small nonprofits spend too much time and effort?

“I got Acme to donate centerpieces. We met with Dunder Mifflin about donating paper goods.”

Think of what you could do with those one-on-one meetings with donors or grant trustees!

Events can raise some money, but are better as donor identification, cultivation, and education opportunities. CAPTURE CONTACT INFO!

1. Special Events – galas, dinners, cocktail parties, banquets, etc.




2. Direct Mail Campaigns – annual drives, monthly postcards, fundraising emails, etc.

Directmailyields5.3%response

rate*

Per1,000fundraisingmessages,

nonprofitsnet$71*

*Nonprofit Source 2018 https://nonprofitssource.com/online-giving-statistics/




2. Direct Mail Campaigns – annual drives, monthly postcards, etc.

3. Online Fundraising Campaigns – social media drives, text campaigns, etc.

The Red Cross raised $43M for Haiti earthquake relief.Your organization probably won’t duplicate the Red Cross.

Fundraisers rarely invest the needed time to efficiently plan these campaigns.



1. Special Events – use for donor identification

2. Direct Mail Campaigns – useful for broadening the base of support and identifying future major donors

3. Microfunding Campaigns – temper expectations


Where SHOULD small nonprofits be spending time and effort?

1. Major Gift Campaigns

1. Relative to overall budget; $500 is a “major gift” in a $50K budget

2. When asked for a specific amount, first-time donors can typically give 10x what they give through direct mail.*

3. Nonprofit volunteers are 73% more likely to donate than general public.*

4. Who are your donors?1. Event attendees2. Previous donors3. Board network *Per Linda Wastyn


Where SHOULD small nonprofits be spending time and effort?

1. Major Gift Campaigns

2. Grant Funding 1. Cultivate relationships with local grant

funders.

2. If you aren’t sure of a connection, cultivate like any other major gift prospect.

3. Build the relationships; if needed, outsource the actual grant writing.


Involving Board Members in Development

Make clear involvement in development is

required.

No specific dollar amount is required.

“We should be among the top 3

charities you support.”

1. Set Expectations

2. De-Mystify Fundraising

3. Partner UpSet Expectations


2. De-Mystify Fundraising for Board Members

1. Identification

2. Education

3. Cultivation4. Solicitation

5. Stewardship

Board Members can help fundraise by participating in any of these stages of development.


3. Partner Up - Board Members Fundraise Best in Pairs

Major gifts are more successful with >1 person making the ask.

• Senior board member + junior board member

• Board member + staff member

• Board member + client (if appropriate)

Not only is the board member confidence higher, the prospect feels prestige by being asked by more than one person.


Small Nonprofit Fundraising Best Practices

1. Create a culture of philanthropy – The board chair must engender prestige in supporting the mission, not “ick” at “asking for money.”

2. Marketing tools aren’t a crutch – Don’t hide behind brochures, invest in face-to-face messages.

3. Let your mission help with development – Invite donors to programming. Bring clients to events (if appropriate). Let volunteers tell their stories.

4. Maximize staff fundraising time – You can outsource everything but relationship building.


Coming Up Soon at Boardable

• Introducing Boardable’s Nonprofit Governance Coach: Kim Donahue

• Submit questions for her monthly “Ask Coach Kim” webinar

• Submission and registration link in your webinar replay email

• First Ask Coach Kim webinar: 3/13

• Next webinar with Caroline: “Business Methods for Nonprofit Fundraising”

• Date: 3/27• Registration link emailed to you in

March

Kim Donahue, Nonprofit Governance Expert


Q & A Time Please enter questions and comments in the chat area. We will address as many as possible, and summarize answers in the slide deck.

Thank you for joining us!Watch for a replay email soon.

Visit us at www.boardable.com

WEBINAR: Discover the Keys to BIG Fundraising at a …...Small Nonprofit Fundraising Webinar...

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