The Fundamentals of Fundraising by liwenting

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									The Fundamentals of Fundraising
Sharilyn Hale, M.A., CFRE
Centre on Philanthropy, Bermuda June 2007

Getting started
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Whirlwind, but not a hurricane! Every organization is unique – consider if and how you might apply key principles View fundraising as a joyful act

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Learning Objectives
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Philanthropy in context 3 descriptions of effective fundraising 3 components of an integrated program 3 ideas you can use right away 10 handy rules of thumb List of additional sources & resources

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Philanthropy Defined…
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Love of humankind
Voluntary action for the common good

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Fundraising is the engine that drives philanthropy
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Fundraising in Context
• Mission, vision & values • Giving people opportunity to express their values • Engagement, Planning, Strategy, Cultivation, Solicitation, Stewardship, Marketing • Creating meaning in giving, transformation vs. transaction
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Effective Fundraising
1.

Is done ethically and accountably
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Reputation is EVERYTHING, yours and your organizations Ethical codes & the Donor Bill of Rights Policies & procedures Bermuda National Standards

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Effective Fundraising cont’d…
2.

Is a tool of community engagement
• • • • • Builds knowledge of pressing issues Gives people a way to respond and help Connects people with shared values and directs their inspiration and aspiration Is measured by financial and non-financial goals Validates the impact of the sector

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Effective Fundraising Cont’d…
3.

Results in financial achievement to fulfill your organization’s mission
• • A plan that outlines each goal with a supporting strategy and allocated resources Ongoing measurement & evaluation of each fundraising method/strategy
• Key metrics: dollars raised, number of donors, response/participation rates, average gift size, renewal rates, cost per dollar raised, year to date performance.

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An Integrated Program
1.

Is linked and supported by the organizational strategic, operating and marketing plans
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Keep philanthropy high on the agenda Are you worthy of support? What are you raising funds for? Where are you going to be in 5 years? Communicate, communicate, communicate
• Newsletter, website, annual report, letters, phone calls

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An Integrated Program cont’d…
2.

Provides points of access for all constituents of an organization
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Who are your constituents? Age, gender, interest, gift capacity Emphasis on relationship building appropriate to the constituent

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An Integrated Program cont’d…
3.

Has methods to raise support for current, special and future needs, and creates a path of giving for donors
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Annual campaigns Major/capital gift campaigns Endowment/reserve fundraising Low touch and high touch methods Enables increased investment over time

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Donor Pyramid
Estate/Legacy

Building relationships that grow & last…

Gifts

Special/Capital Gifts

Annual Gifts

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Donor Engagement
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The 5 I’s
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LIA
  

Identification Information Interest Involvement Investment

Linkage Ability Interest

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3 Things to do Now to Raise More Money
1.

Start a monthly giving program/club
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Chequing account/Credit card/payroll deductions Easy to administer and provides ongoing cash flow Monthly donors give more on an annual basis, and continue giving longer

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3 Things to do Now to Raise More Money
2. Call and thank every donor who makes a gift
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Experience shows this will increase the rate of gift renewal and average gift size. Don’t have time? Get your volunteers involved.

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3 Things to do Now to Raise More Money
3. Embrace technology
• Online donation capacity or PDF forms for download or to email
• (if you have a website ensure it’s up to date and has a call to action!)

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Use email
• • • Donor communication Project updates Giving campaigns

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But don’t hide behind it

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10 Handy “Fundraising” Rules of Thumb
1. 2.

3.

4.

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Make your own leadership gift first. It shows your commitment and gives you a “donor” perspective. Use the rules of courtship to get closer to your donors and prospective donors. And don’t forget the donor after you get the gift! Consider your organizational mission and values. Always link back to the people you impact program tours, client speakers, testimonials. Maximize organizational relationships (cash, in-kind, volunteers, dual/triple asks) Invest in your fundraising program for long term results (3-5 years for start-ups)
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10 Handy “Fundraising” Rules of Thumb
6. 7. 8. 9. 10.

Know you can’t do everything. Start small and do it well, measure & evaluate, manage strategic growth. Be organized, professional and prepared. Do what you say you will do. Lead from behind. Learn to effectively engage, motivate and manage volunteers. Believe you are changing the world! If you are not, ask yourself “why not?” Is it time for a new job? Asking is not begging. It is an honorable act that has the power to change the giver and receiver.

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“Philanthropy is a complex spiritual and democratic ideology, which demands an organization’s strategic investment, education, involvement and renewal.”
Karla A. Williams

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Additional Sources & Resources…
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Association of Fundraising Professionals. www.afpnet.org Online training resources, Donor Bill of Rights, Code of Ethical Principles & Standards of Professional Practice. Centre on Philanthropy, Bermuda. www.centreonphilanthropy.org Professional development opportunities, Bermuda National Standards, Bermuda research and statistics, networking events, events calendar. Charity Village. www.charityvillage.com
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CFRE International. www.cfre.org The only international credential for professional fundraisers, setting professional standards of practice & accountability. The Chronicle of Philanthropy. www.philanthropy.com E-Philanthropy Foundation. www.e-philanthropy.net Indiana University, Center on Philanthropy. www.philanthropy.iupui.edu Academic programs, emerging research
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The Resource Alliance. www.resource-alliance.org A member-based UK organization that builds fundraising capability worldwide. Saint Mary’s University, Philanthropy & Development graduate program. www.smumn.edu Simone Joyaux. www.simonejoyaux.com Website is rich with resources, tips and research as well as an extensive bibliography. Wiley/Jossey Bass. www.wiley.com Largest publisher and distributor of fundraising/charitable literature. Hale, 2007

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Thank you.
Sharilyn Hale, M.A., CFRE 93 The Queensway, Suite 21 Toronto ON Canada M6S 5A7 sdhale@rogers.com
An experienced fundraiser in the social service and arts sectors, Sharilyn is passionate about how philanthropy can engage and transform individuals, organizations and communities. Sharilyn serves on the board of CFRE Int’l as Chair of the Exam Committee, which oversees the certification exam for professional fundraisers. She is a member of the Association of Fundraising Professionals (AFP) and participates on the Ethics & Professional Advancement Committee.

Sharilyn holds undergraduate degrees in Theology and Psychology and a graduate degree in Philanthropy & Development. She lives in Toronto Canada.
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