Introduction to fundraising promotion strategies by yaohongm


									Introduction to fundraising planning
(focus on recruiting individual donors)

Small Charities Coalition
Monday 28th March 2011 – York

Panikos Efthimiou
Charities Training Manager - CAF
Potential sources of income

     Trusts/Foundations – capital and revenue
     Statutory – government, local authorities
     Companies – cash, sponsorship, in-kind, volunteering etc
     Events – cash, sponsorship
     Lottery – capital and revenue (can be restricted)
     Trading – shops, products, services
     Contracts - service level agreements etc
     Extras – matched giving
     Also - social investment, loan finance, bonds

   and INDIVIDUALS – a whole range of possibilities
    (focus for today)
No clear case for support – no fundraising plan!
  Need – why is your charity needed?

  Mission - what do you do to meet the need?

  Communication - how do you say it?

  Profile - how well do people know you?

  Credibility - do you have a history of achievement?

  Selling - how well do you sell yourselves?

  Results - how do you demonstrate impact?

  Unique – what would happen if you didn’t exist?
A fundraising planning paper should include….

 overall plan – how to fund your need
 your current position – starting point, strengths and
  weaknesses, any past fundraising experience
 future fundraising needs
 proposed new sources of income – what you have
  relied on up until now and how you can diversify
 suggested methods to meet fundraising targets
 resources and actions required…

and then make a decision to get on with it!
 Some difficult but necessary questions

 does your cause have a target supporter market?

 do you produce outcomes (results) that donors
  (existing and new) can easily understand?

 can you afford to spend money to attract donors?

 are your trustees and other key figures committed to
  fundraising in all its guises – have you asked them
  for a donation?
Very small International Aid charity

 …started from scratch by two passionate individuals
  volunteering during their Gap Year in Africa
 asked family and friends to become their first donors
  and then spread the word
 managed to secure over 65 one-off donations…and
 now converting these into regular gifts, mainly
  standing orders or payroll giving
 will use their payroll donors to open doors into
What is the difference you make?

“Money flows to those who demonstrate
impact, to those who don’t just show that
a need exists, but who also highlight how
they are helping to alleviate it”
Use the power of your service users/cause

 personal stories and comments are much more
  effective than a corporate voice

 encourage supporters to engage with others by
  showing what they’ve done, can do, want to do e.g.
  stories in fundraising literature, on websites, short
  presentations at events
Individual giving - options

 one off donations – (cash, cheque, credit and debit
  cards, shares, legacies)

 regular giving
      standing orders
      Direct Debit
      covenants
      payroll giving
      credit and debit cards
Donor Development Pyramid

                               Big Gifts
                         One-off Big

                      Committed Giving

                      Second Donation

                      One-off Donation

  Volunteers     Contented             Donors         Magazine
                  Clients                              Inserts
    Board/Committee          Friends            Visitors    Press/Adverts
Methods of recruitment

 direct mail (paper and electronic)

 face to face – door to door, workplace, street, events

 telephone

 online
Fundraising online

  have a “donate, give now, help us, how to help,
   get involved, take action….” button on your
   pages – (test effectiveness of different options)
  make it easy – 2 clicks to giving page
  have an up to date news page about what your
   organisation is doing
  ensure navigation is clear and simple
  encourage reader to get involved in other ways
Make an ask that connects…

 make a blind person see for just £12

 £10 will help provide a counselling session

 £8 will provide textbooks for an offender
  undertaking life skills training

 £20 can help us find a home for an unwanted

…and yes you have asks too!
Donor nurturing

 thank donors quickly
 how you will communicate with donors?
    what information would they like to receive?
    how would they like to receive it?
 other ways to get involved e.g..
    volunteering
    events
 upgrades – when & how?
 why not raise awareness of leaving a legacy?
 Looking after hard earned income

Just as an organisation
   needs a fundraising
strategy, an organisation
  also needs a financial
strategy, to ensure that it
manages its funds in the
  most efficient manner
   Grant making trusts and foundations

 about 9,000 in the UK

 what are they interested in funding?
    Areas of interest, geographical, one-offs or repeats, revenue or
     capital etc
 how to apply – understand the process
    Deadlines! Trustee meetings, application format, additional
     documents, be creative and DON’T use same application many

Try and speak to them before submitting application – could save
time and effort!
 Trusts and foundations – further help

 Directory of Social Change
      Guide (s) to Major Trusts
      Directory of Grant-Making Trusts
      Specialist Grants Directories
      Local Trusts Guide
                       020 7391 4800 (London)
                       0151 708 0117 (Liverpool)

Company giving

   Sponsorship
   Advertising
   Gifts in Kind
   Grants from Charitable Trusts
   Volunteers
   Secondments
   Cash
   Matched giving
Company Giving – further help

 Directory of Social Change

    Major Companies Guide
    Guide to Company Giving

   020 7391 4800 (London)
   0151 708 0117 (Liverpool)

   Also lots of information on individual company websites
   – usually under CSR (corporate social responsibility)
   and/or CCI (corporate community investment)
 Other useful sites


 (sustainable funding project)




Other useful contacts

Institute of Fundraising
020 7840 1000

Her Majesty’s Revenue & Customs
0845 302 0203

CAF Charity Services
01732 520 316
Speak to me

Panikos Efthimiou
07720 405702

03000 123 000 – head office

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