Presenter: Kim Klein Klein 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
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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
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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 www.kleinandroth.com
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Go from this: Please, please, please To this: I think you would
be interested.
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www.kleinandroth.com Do you have a clear message? 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? www.kleinandroth.com
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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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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
www.kleinandroth.com
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Comparing Strategies: TIME IN Strategy In person asking
Personal Phone Call Personal Letter Phone-a-Thon Direct Mail
(Acquisition) On-line Special Events MONEY OUT Response Rate 50%
25% 10-15% 5%.5-1% 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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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
www.kleinandroth.com
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State the vision Name three accomplishments Describe three
goals for the current year Know the total budget Talk about how the
organization raises $. www.kleinandroth.com
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I, 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-thon I will not: Come to
the auctionsick of those! www.kleinandroth.com
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Ideally this includes the board, but does not need to only be
board members. www.kleinandroth.com
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Looking Beyond the Board: Who else can you invite to join your
fundraising team? www.grassrootsfundraising.org 1. 2. 3. 4.
www.kleinandroth.com
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One Thing Will Never Change: Personal face to face asking
www.grassrootsfundraising.org Nothing takes the place of face to
face asking
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1. Success is asking Fundraising is a volume business Tip:
Create a visual which shows # of asks completed
www.kleinandroth.com
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2. Be OK with NO People 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 dont have the money They
need to think about it
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BUT MEAN NOT NOW OR MAYBE: Ill get back to you. I have to ask
my partner/spouse. I havent had time to look at your information
Send me something in the mail Im giving to so many other things
right now. Yes, Ill send something later
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3. Believe in your cause
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4. Dont ask everyone. You dont need to ask people who: Are just
going to ask you back Owe you a favor You dont like Really dont
want to
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Ability: Gives away money Belief: Cares about this cause or
something similar Contact: You or someone you know and trust knows
the prospect. www.kleinandroth.com
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Example: $2,000 Need: 10 at $200 Or 1 @ $500 2 @ 250 5 @ 100
10@ 50 Need 3X as many prospects as gifts.
www.kleinandroth.com
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Create a chart of possible prospects: Name Relationship Gives $
Cares? Ask for: 1. 2. 3. 4. 5. www.kleinandroth.com
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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 $150 3. Jose friend Yes lobbyist houseparty 4. Susan
colleague ?? Sort of Bake sale 5. Georgia book club Yes probably
not ---- 6. Milagros neighbor Yes definitely $500 7.
www.kleinandroth.com
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Use a combination of letter/e-mail, phone call and face to face
to face meeting www.kleinandroth.com
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Have ready: Opening sentence Message for VM Most exciting thing
about the project Where are you toward the goal? How much do you
want? www.kleinandroth.com
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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?
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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.
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www.kleinandroth.com
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Problem: Donors biggest complaint: I am treated like an ATM.
Solution: Be in touch when you dont want money. Appreciate what the
donor has done already www.kleinandroth.com
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Important Live here Not important Not here Urgent Not urgent
www.kleinandroth.com
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Magazine and e-newsletter Grassroots Fundraising Journal
www.grassrootsfundraising.org Books by Kim Klein Reliable
Fundraising in Unreliable Times Fundraising for Social Change Other
recommended books: Working Across Generations by Robby Rodriquez,
Frances Kunreuther and Helen Kim Accidental Fundraiser by Stephanie
Roth and Mimi Ho Order from www.josseybass.com or your local
bookstore www.josseybass.com www.kleinandroth.com