The heart responds and the head confirms ‘Telling our story’ neelam makhijani National Director,...
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Transcript of The heart responds and the head confirms ‘Telling our story’ neelam makhijani National Director,...
The heart responds and the head confirms
‘Telling our story’
neelam makhijaniNational Director, ChildFund India
August 2014
backgroundWe have a story to tell -how do we tell this
story and most importantly where will magic come from?
We are accomplishing great things and have big ideas to support the communities we work in. Yet, at times, we struggle to attract potential donors for our work. What is it we can do better?
This interactive session will take you through steps from telling your story to daring and achieving your dream.
understanding fundraising and philanthropy
Fundraising – a servant of philanthropy
Fundraising is the gentle art of teaching the joy of giving: Hank Rosso
Raising resources for the support of an organization, cause, person or animal
A necessary part of a non-profit organization’s life cycle but not the main objective
The means to the end - the real goal is to reach those in need
Bringing together people, communities for a need and opportunity
knowing your organizational galaxy
Make no mistake – we operate in complex environments that are shaped by many forces and influences
Mission and purpose
Values Strategy Structures
Culture
people we meet in our journey?
people we meet in our journey
Volunteers
•committees, support groups,
Board
Donors and Supporters
•individuals, groups, companies,
foundations, government
Othersteam, related entities, suppliers, regulators, media, public
Why do we need a case for support?
There is enormous growth in the region in:
wealth
philanthropy based on regional and overseas models
competition amongst NGO’s and Universities and Cultural institutions for private funds – and now governments
the need to make organisations as distinctive as possible in order to maximise fundraising income
opportunities to use Major Gifts to raise the fundraising game and reach new targets
opportunities
A Case for Support is therefore needed for any serious fundraising programme if you are going to:
add real value in comparison with other types of fundraising
compete against arguments for other types of funding
inspire donors to make large donations
win volunteer fundraising leaders who will give time and money to make you successful
but you still have to convince your donors why they should give to you!!!
Because causes they support address their concerns:
To make changes for the better To articulate a clear vision To offer reciprocation To show benefit To add value
For their region or country
For their organisation
For their community
For their beliefs
For themselves
For the world
step back and ask yourself:why do donors give in the first place
How?
It has to be donor-focused:
It must satisfy their Need To Give
and
It must satisfy their Motivation To Give
the case for support has to make donors want to give
Because they are not asked!!!
but what is the main reason people don’t give?
The Reasons To Be Asked
…and in a really compelling way!!
therefore, above all, the case for support has to put forward
What is a Case for Support?
The Case has to:
prove the financial need
Emphasise impact and benefits to society and donors
Writing an Outline Case for Support
6. Case for Support how you convince donors to fill your Funding Gap
5. Funding Gap why you need donors to help you realise your Needs
4. Your Needs what you need to enhance your Mission/realise your
Vision
3. Your Vision where your organisation wants to be in 5/10/25 years’ time
2. Your Track Record where you have implemented your Mission best
1. Your Mission who you are, what is your purpose and distinctiveness
climb the ladder!
Firstly, clearly articulate your Mission, your Track Record and a distinctive Vision: who you are + what you do well + where you want to go
Only then produce a list of Needs and fundraising Projects
Lastly, package those Needs into a persuasive argument for private funding to satisfy Donors
don’t fall off the ladder by missing a single rung!
The Outline Case is the best place to start, as you need to articulate the essence of what you want to raise money for, even if you expand it later on
Here is a skeleton format for an Outline Case for Support that can be adapted to your own language and circumstances
It has 9 parts: each part can be written as a separate piece, and then all the pieces stitched together
writing an outline case for support
1. Brief but inspiring summary of your Vision - where you intend to be in 10 years’ time – what is the ‘impossible dream’ you want to achieve
2. Where you have come from – a small amount of history to give context and depth to your argument
3. Where you are nowYour Mission: what is distinctive about you, the benefits that your organisation conveys to society
Your Track Record of Success: your impact on the world, on staff, stakeholders, beneficiaries
a 9-part skeleton for an outline case
4. Where you want to go – Your Vision: detail of your ambition: who will benefit, what will be the impact on society
5. What obstacles you have to overcome – what issues you have to address before you can enhance your Mission and realise your Vision, and what might happen if you fail
6. What you need in order to overcome those obstacles – Your Needs: the solution to the problem: what must happen to overcome these obstacles so you will be able to enhance your Mission and realise your Vision
7. How you intend to get there – Your Funding Gap: outline overall funding options for securing what you need (including organisational and public funds) + how private funds will be essential to success + how you will deliver benefits to donors
8. Make a Call to Action – name the fundraising programme, give it a ‘working’ goal and a timeframe, and state who are your target donor constituencies
9. Present your Fundraising Projects - in outline only: summarise the different elements for which you want to raise money, the key benefits, the costs and the opportunities for recognising donors
Thank you…