Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor...
-
Upload
shaun-tipler -
Category
Documents
-
view
218 -
download
0
Transcript of Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor...
![Page 1: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/1.jpg)
Young Nonprofit Professionals Network Learning Circle
The Essentials of Fundraising & Donor Development
Week 5 - Solicitation & Stewardship
Jessica Haynie
October 25, 2011
![Page 2: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/2.jpg)
222
Today’s Agenda
• Exercise - elevator pitch• Presentation on solicitation and stewardship• Discussion on topics for next week’s class
![Page 3: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/3.jpg)
333
Review of donor stages
• Identification• Qualification• Cultivation• Solicitation• Stewardship
![Page 4: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/4.jpg)
4
Five Principles
• People give to people to help people
• People give relative to their means
• Those closest must set the pace
• The 80/20 rule is becoming the 90/10 rule
• Fundraising programs need balance
![Page 5: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/5.jpg)
5
People Give to People to Help People
• People, not institutions, make the decisions to donate or not to donate
• Donors make their investments based on their relationship to the asker; donors give to people they trust
• From a donor’s viewpoint, institutions do not have needs, people do.
![Page 6: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/6.jpg)
6
People Give Relative to Their Means
• Offer gift amount categories• Suggest amount to give• Use gift range charts
![Page 7: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/7.jpg)
7
Those closest must set the pace
Board
Manag. Staff
Major Donors
ClientsMembers
Volunteers General donors
Employees
Former Participants
![Page 8: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/8.jpg)
8
The 80/20 rule is becoming the 90/10 rule
Major Gifts
10% donors
Upgraded Gifts
20% of donors
Base
70% of donors
90% of $
10% of $
Often 80% or more of the funds raised will come from not more than 20% of the donors.
![Page 9: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/9.jpg)
9
Fundraising programs need balance
GuideStar - The Fundraising Methods That Worked Best in 2010 - and Could Work Best in 2011
![Page 10: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/10.jpg)
10
Direct Mail Appeal Package
• Outside envelope
• Appeal letter
• Response device
• Return envelope
• Other (brochure, lift notes, news articles)
![Page 11: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/11.jpg)
11
The Letter
• Grab attention in first sentence• State the problem, tell a story• Pose a solution• Tell how the reader can help• Tell benefits to reader if help• Ask for a gift - today• Be specific about gift $ requested (suggest gift amount at
least 25% higher than previous gift)• Say thank you (2 or 3 times)• Use a postscript• Be personal (use you, we, I)
![Page 12: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/12.jpg)
12
Best Letters, in general
• Short, indented paragraphs
• Underlining or bolding for emphasis
• Short sentences, no compound sentences
• Short, direct words
• Active voice
• Simple
• Personalized, if within budget
• Signature in different color ink
• Black ink for body of letter
![Page 13: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/13.jpg)
13
Direct Mail Do’s and Don’ts
• Do:– Invest time to update donor database– Include CLEAR call to action– Use an emotional hook – Personalize your letters (Dear Jessica)– Pay attention to detail (Mr. Jessica Haynie)– Carefully follow postal regulations
• Don’t:– Make it sporadic– Make solicitations your only form of communication– Neglect to test your mailing before going mass
![Page 14: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/14.jpg)
14
Generate a feeling of…
• Excitement• Sense of Proximity• Sense of Immediacy• Sense of Hope• Meaning• Sense of Reasonableness
![Page 15: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/15.jpg)
15
Segmentation
• Current donors (second ask or special appeal)• Non-renewed donors (last year but not this year)• Lapsed donors (gave over 2 years ago)• New donors (never gave to the organization)
![Page 16: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/16.jpg)
16
Face-to-Face Ask - why?
• The most productive means of raising money. This is the basic building block upon which to create a relationship between donor and the organization
• Will consistently result in higher dollar amounts per contact
• Is the most cost efficient means of raising money
![Page 17: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/17.jpg)
17
Elements of a Successful Ask
• Select a comfortable, quiet location• Make sure the asker is also a donor• Give a reason/purpose• Be clear and convey exactly what you want• Be gracious in receiving a gift• Be willing to be turned down• Spend 20% of the time talking and 80% listening
![Page 18: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/18.jpg)
18
Face-to-Face Ask Rejections
If people aren’t saying no, you’re not asking enough!
• The best way to handle a rejection is…– Don’t take it personally– Understand why not, and can you counter offer– Don’t debate– You can correct any incorrect information– Don’t get distracted– Still thank them for their time
![Page 19: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/19.jpg)
19
Stewardship
What do donors say they want?
“Prompt, personalized acknowledgement of their gift.”
“Confirmation that their gifts have been put to work as intended.”
“Measurable results on their gifts at work prior to being asked for another contribution.”
![Page 20: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/20.jpg)
20
Stewardship
How to give donors what they want• Formal annual report• Letter/email from CEO• Memo from staff member or volunteer working in the field• Site visit• Internal or independent analysis of programs• Personal update (by phone or in person) from CEO or
board member• Organizational publications
![Page 21: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/21.jpg)
21
Stewardship
Setting stewardship priorities• Develop a system in place to get personalized thank you
letters out in less than one week• Refresh content of thank you letters, segmenting for
donors giving to different programs• Map the donor experience to look for weaknesses and
opportunities• Develop a plan to demonstrate donor gifts at work• Thank a donor every day (more than good stewardship,
it’s a good for fundraiser morale)
![Page 22: Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 5 - Solicitation & Stewardship Jessica Haynie.](https://reader033.fdocuments.net/reader033/viewer/2022051614/551c3e685503460d398b4ade/html5/thumbnails/22.jpg)
22
Stewardship$1-$99 $100-$249 $250-$499 $500-$999 $1,000+
Thank you letter X X X X X
Newsletter X X X X X
Emails X X X X X
Invitations to events X X X X X
Annual Report X X X X
Phone call thank you X X X
Personal thank you note X X
Holiday cards X X
Annual visit by ED X