I Have A Dream: The Importance of Vision at Every Donor Level Matt McCabe – Senior Vice President, Consulting February 14, 2013

Agenda

1.  What is Vision?

2.  Fundraising Absent Vision

3.  Vision Infused Fundraising

4.  Vision in Practice

5.  A Challenge

What is Vision?

Org Charts

The Problem…

…disconnected goals …no sense of direction …chasm between purpose and activities

Strategic Initiatives

Plans Activities

Budgets Individual Goals

Individual Goals

Individual Goals

Individual Goals

Simon Sinek – The Golden Circle

Why

How

What

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

What is Vision?

What is Vision?

I have a dream… ü that one day, down in Alabama, with its vicious racists… right there in

Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers.

ü that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.

ü that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.

What is Vision?

What is Vision?

ü First, I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to the Earth.

ü Secondly, an additional 23 million dollars, together with 7 million dollars already available, will accelerate development of the Rover nuclear rocket.

ü Third, an additional 50 million dollars will make the most of our present leadership, by accelerating the use of space satellites for world-wide communications.

ü Fourth, an additional 75 million dollars--of which 53 million dollars is for the Weather Bureau--will help give us at the earliest possible time a satellite system for world-wide weather observation.

What is Vision?

Let it be clear… that I am asking the Congress and the country to accept a firm commitment to a new course of action--a course which will last for many years and carry very heavy costs: 531 million dollars in fiscal '62--an estimated seven to nine billion dollars additional over the next five years. If we are to go only half way, or reduce our sights in the face of difficulty, in my judgment it would be better not to go at all.

What is Vision?

1.  Vision establishes the need/threat 2.  Vision is inspirational and transformational 3.  Vision has simply stated, tangible outcomes 4.  Vision has defined time horizons 5.  Vision has clearly articulated requirements 6.  Vision is bold and requires sacrifice 7.  Vision does not settle for half-measures

Fundraising Absent Vision

Where is the vision?

Fundraising Absent Vision

§  Child/Animal Sponsorships §  Buildings §  Gift Catalogs §  Participation Appeals (Higher Ed) This is Transactional Fundraising and can add to

Donor Churn if used exclusively. It is acquisition oriented, not retention oriented

Fundraising Absent Vision

Reasons donors make a second gift:

•  76% org explained specific mission

•  72% org made me feel my gift really made a difference

•  71% org gave me information about exactly what my gift helped accomplish

SOURCE: May/June 2011 AFP Advancing Philanthropy.

Vision Infused Fundraising

Vision Infused Fundraising

Vision Infused Fundraising

Campaigns work because they force organizations to articulate a vision that: ü  Is clear about the need / threats ü  Is inspirational and transformational ü  Has simply stated, tangible outcomes ü  Has a defined time horizon ü  Has clearly articulated investment

requirements

Vision Infused Fundraising

Campaigns have clearly defined structures:

Preparation Quiet Phase Public Phase

Celebration

Vision Infused Fundraising

A structure just like your favorite movie:

Act I Act II Act III

Denouement

Vision Infused Fundraising

Fundraising with vision is simply the ability to tell your story over time. Invite your donor on a journey that is bigger than the next ask*.

Man on the Moon Financing Commitment

Building the Rockets Testing the Vehicles

Orbiting the Moon

Multiple Moon Landings

*Because that journey sets the context for your next 3 asks

Vision Infused Fundraising

Fundraising with vision is simply the ability to tell your story over time. Invite your donor on a journey that is bigger than the next ask*.

Man on the Moon Financing Commitment

Building the Rockets Testing the Vehicles

Orbiting the Moon

Multiple Moon Landings

Reasons for Ask

To Reach Next Milestone

Vision in Practice

Vision in Practice

Vision in Practice

Rankings are not a vision!

Vision in Practice

A dollar goal is not a vision!

Vision in Practice

Man to the Moon and Back Safely

Rover Nuclear Rocket $30mm

Worldwide Sat Comm

$50mm

Weather Sats

$75mm

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e: D

ecem

ber 3

1,

1969

Vision in Practice

Touch/Impact XXX Lives with/through XXX

Education$XXmm

Outreach$XXmm

Sustainable Financing$XXmm

Dea

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017

Vision in Practice How does this help tactically? Donor Type Benefit 1 Benefit 2

Major / Mid Donors Allows progressive asks as milestones in the vision are accomplished

Allows asks outside of ‘Campaign’ that still place immediate needs in a context

Annual Donors Provides guidance on all appeal content, allowing consistent narrative

Provides compelling reasons to upgrade giving

New Donors Provides compelling welcome series for stewardship and cultivation

Provides natural segue-way for a second ask

Planned Givers Legacy is all about vision Provides a broader context for loved ones to engage

Prospects Engages their imagination Incentive to be part of something bigger

Board Leadership

Vision is Bigger Than Any Campaign

Shared Vision

Development / Advancement

Programs / Services

Operations / Administration

Unified Messaging

Participation in and Responsibility for a Vision is shared equally across the entire organization

A Challenge

What is Your Vision?

§  Review your ongoing strategic plan / case for support / mission

§  What do you want to achieve by the end of the decade? Think in terms of impact to lives in your community, the nation, the world…

§  Write your own I have a dream / man on the moon speech based on the principles we have discussed

§  Share it internally with leadership / board §  Want feedback? Share it with us

Matt McCabe Senior Vice President, Consulting matt.mccabe@pursuant.com (214) 403-7486

Thank you!

Questions & Answers