Prioritize your critical css and images to render your site fast velocity nyc 2013
Creating Optimal Revenue Opportunities for Your...
36
Creating Optimal Revenue Opportunities for Your Association CDW October 12, 2013
Transcript of Creating Optimal Revenue Opportunities for Your...
Creating Optimal Revenue
Opportunities for Your Association
CDW October 12, 2013
Fundraising
Opportunities
Membership
Corporate partners
Individual donations
Events
Grants
Embrace the box!
Challenges
Current outreach is member-based
Standard rates for involvement
Minimal opportunities to engage as a
donor/supporter
Event fundraising is labor intensive
Expansive event calendar
Not enough time in the day…
Audiences Members and Donors
Partners
People impacted by your organization
Corporate
Partners
The Basics
Have strong written and verbal
communications
Understand your Emotional Intelligence
Be self-aware and constantly seeking
improvement
Learn how to take feedback READ:
Reasons People
Get Involved…
A friend asked them to/tribute
Fun activity or event
Cause they believe in
Membership:
Retention Keep existing members informed
Shorter communications
On demand training and resources
Social media
Opportunity for networking (live and online)
Verify value and adjust annually
Special access
Know what your members need!
New Members Larger tennis community
Niche is well-defined
Direct marketing
Referral incentives
Phone
Personal connections
Partners
Schools/universities
Set goals for growth
People Impacted
Who benefits from your
work?
Could they benefit or
find value in your
resources or
outcomes?
Are there ways to get
involved if you aren’t a
member?
Infrastructure Donation/membership process
Database/Customer Relationship
Management Software (CRM)
Simple registration and donation system
Third-party fundraising online (crowdrise)
Benefits delivery checklist/communication
Emarketing tool (constant contact)
Staffing/customer service
Rates Review (ind, corp, sliding scales,
multi-year, etc.)
Case for support (5 why’s)
If you want money,
ask for advice.
If you want advice,
ask for money.
Partners
List exchanges
Exposure
Events
Testimonials
Co-marketing
Online advertising
Grant opportunities
Collaborative grants
Specific giving opportunities
What can the RIGHT corporate
partnership do for your
organization? Brand awareness
Employee engagement
Raise money
Infrastructure improvements
Open doors
Recruit event participants
Launch social ventures
Build alliances with other NPOs
Raise the bar
Mentor
Serve on the board
Volunteers
Spokespeople
Award honorees
Demonstrate integrity
Provide more information
about the organization
Where are you in the
process of corporate
relationships?
Couldn’t Ask for More: Have an established
program, great group of partners, and just
looking for ways to activate and engage more
Ready and Waiting: Have a program but can’t
seem to get any takers
Lucky: Need to develop a program to respond
to inquiries
Hopeful: Starting from Ground Zero with no
program, no partners, and in need of next steps
Keys to a Corporate
Partnership Program
Corporate Task Force
Key messaging
Engagement menu
Tools
Engagement process
Corporate guidelines
Corporate Task Force
This is not ONE person’s responsibility
Team should involve people from all
committees
Not a permanent assignment but
reconvene as necessary
Consider internal and external groups
Clearly state the Task Force’s goal(s)
before you begin and for recruiting
Key Messaging
Demonstrate knowledge of your
constituents and the organization
Define potential audiences
Tell stories – people repeat stories!
Focus on what THIS audience
wants/needs to know
Distinguish message by speaker also
Engagement Menu
Complete list of opportunities/assets such as:
Volunteer program and events
Joint messaging and awareness campaigns
Specific program goals
Events
Cause marketing
Infrastructure
Tools
Partner filter
Website
Policies
Standard agreements
Engagement menu
Marketing
Case studies that demonstrate long-term
value, relationship focus, engagement, etc.
Engagement Process
Audience definition
Proactive
Incoming
Existing
What should they receive and when?
Establish when you involve others
internally
SLOW DOWN
Individual Giving Select group of members or external donors may
want to engage at a higher level
Create giving levels with benefits
Promote gifts
Develop a case for support
Interview donors for publications to inspire others
Launch a major donor cultivation effort – start with
just 5 people!
Be able to clearly articulate how these funds will be used aside from normal dues
Provide language online for planned giving to
make it easy for your members
Next Steps Evaluate and filter existing fundraising initiatives
Develop a comprehensive list of ways to raise money and prioritize it (including existing programs)
Define your retention plan
Identify where new members will come from and how
they will learn about you
Create a donor prospect list
Create a list of potential grants and partnership giving
opportunities
Document your corporate partnership strategy and develop the necessary tools and resources
Know those you serve
Ask for feedback
Fundraising Plan Fundraising Initiative
Budget Gross Revenue
Net Revenue
Cost Ratio Audience Percent of Total Budget
Opportunity/Partner Filter Fundraising Initiative
Cost Ratio
Net Revenue Potential
Time Champion Sponsor Support
Reach Mission History Calendar Total Score
Creative Brief Outline Initiative Name
Background
Vision
Objectives
Audience
Message
Channel/Delivery Method
Logistics
Budget
Responsible Parties/Partners
Case for Support Outline About the Organization:
Who you are
The good that you do
Your history and background in the community
Your aspirations for the future
About the Project: (what donors need to know)
What you will do with the’ money
Those who will benefit
How the project advances the mission of your organization
Why your project is important
Project leadership (coaching staff, committee, etc.)
Organizational Leadership and Advisors:
Board of Directors
List of donors and sponsors (if applicable)
Project plan (one page)
Summary of organization strategic plan (one page)
The gifts needed to raise goal
Recognition opportunities
Financials
72 Hour Challenge
What will you do in the next 72 hours with
the information you have learned during
this session?
Keep
Change Lose
Contact Me!
Rachel Armbruster
512-944-3417
www.linkedin.com/in/rachelkarmbruster
@rarmbruster
THANK YOU!
