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Semelhante a Planning Your Way To Fundraising Success
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Planning Your Way To Fundraising Success
- 1. Planning Your Way to Fundraising Success Lisa Morrissey LIDO Consulting Group October 22, 2009
- 4. Annual Fundraising Plan Fundraising Calendar Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Annual Meeting and Donor Recognition Event Applications for Govt. Programs/Grant Submissions Recruit Major Gift Committee Members Identify & Cultivate Major Gift Prospects Fundraising & Awareness Event Meetings Identify & Cultivate Key Sponsors Major Gifts Solicited Annual Fundraising Event Direct Mail and On-line Campaign
Notas do Editor
- At a time when resources are scarcer then ever, and competition for attention is tough, how can your org use Q4 to close 2009 with bang and move strongly into 2010? I recommend that nonprofit communicators focus on these big three steps to ensure that your communications work is contributing as much as possible to advancing your organizational goals: -How many times has your organization engaged in a fundraising initiative because someone saw that it worked for another agency, or because a member of the BOD or management team ‘knows a guy who can do that for us’.. .without Evaluate how you're doing in reaching your communications and fundraising goals. Fine-tune your communications plan to reflect what's working and what's not, and the changes (they are there, and significant, even if you're blind to them. Look harder.) in the environment in which you work. Ramp up to launch the revised approach in January. Even if this work takes you off of cranking out planned Q4 communications products, it's a must, and well worth it. Communicate with your donors, ideally via stories. Donors want to hear about the good work you’re doing. It affirms their decision to give, and inspires them to give again. Thank donors for their past support. Simple but highly effective. Donors appreciate and remember organizations that show their appreciation. It's not as many as you think. Ask . Make it clear that your organization is asking for a donation. Don’t assume that people will give if they can. Barbara Talisman, specialist in nonprofit management and fundraising, urges organizations to add social media to the mix in Q4. She blogs about the power of friend-raising, reaching out to your friends and followers (including your literal Facebook friends) and urging them to spread the word.Initial impact may be modest but these friends become part of your organization's larger communities and if you're common friend continues to act as a communicator/fundraiser on your org's behalf, you build a powerful network.
- --Ideally, all of the key players in your organization – the finance, development, marketing, HR, etc. can come together to draft a fundraising plan for the year – no matter when that year begins. The following strategies should be used both to come up with this annual plan, as well as to create and execute plans for each individual event/campaign. -Once you have an overall plan, each of the ‘Task’ needs a plan and strategy. -We are going to focus on the planning and execution of a successful annual fundraiser – the big one, however the sample plan and strategies we are going to work on this morning can be applied to any of these campaign tasks, as well as to the creation of your annual plan.
- -Each of these could be measured at the end of the fundraising event or campaign. Very clear how #’s 1 and 2 can be measured. -Thoughts on how to measure number 3? Conduct a low-budget survey prior to the event/campaign – have a couple of volunteers ask people at local networking events PRIOR to the campaign or outside a couple of supermarkets, libraries, etc. NOW, and again a month following the event or campaign. - Ask the attendees/donors as to their knowledge of your organization/this project prior to the campaign/event; make certain you know who they are/where they work.
- -People – number one resource! Who do they know, what do they have access to? What talents do they possess – design, computer programming, etc. - Money – typically, there will be some out for the most part, you will not find all of the resources and talent needed for a successful campaign or event in your
- Following a comprehensive review of your organization’s goals, resources, and strengths and weaknesses,
- Perhaps the most important action to ensure the success of your event/campaign is a marketing and promotion plan.
- -Once we have determined how much of the funds raised are to be via sponsors,
- members of your BOD and/or members of your target market with whom you have a relationship. Important to provide for different sponsorship levels as one may only be able to/want to try you out at a low level, but once you have engaged them, they will sponsor again and again.
- -give during event – raffles, auctions, purchasing donated items/services, activities at the event, etc.
- -sounds silly, but often times we become so caught up and excited about our event or our cause that we forget to ask! -don’t forget, there are competing with so many other worthy causes and events so you want yours to be remembered in a positive way and to continue to grow your loyal, raving fan base!
- Goal number 2: internal communications will be key here – all have to know to ask and to make certain it is inputted -when they register – whether it is on-line (I highly recommend, so much easier for you!!), when they check in, when they give, etc.
- Ex. South Shore business owners – attend Chamber events, obtain contacts from our BOD, run ad/PR in business section of local newspapers and magazines, provide current connections with marketing materials that they can pass along to colleagues, friends and connections, etc.
- With your target market(s) in mind, the next part of your event’s marketing plan is to determine your PR and promotion strategy: -update your website regularly!! Make certain your event is there, one can register on-line, you keep it fresh – if you are attending Reiko’s – our web presence expert, I’m quite certain she will provide more on this! -promote your on-line/social media presence in all communications to current supporters, volunteers, employees!! – don’t forget them, BOD, through all contacts! Google Checkout – PayPal – Paypal makes it easy for you to create a donation button to put on your website. They do not charge monthly or setup fees, just a small per transaction fee that is reduced for non-profits and charities .
- Email – to your current data base, as it grows – add all to it, schedule the blasts to go out once a week beginning 6-8 weeks prior to the event.
- -Janel Kesten’s presentation on effective design is an excellent resource for learning more on this. -Some solid text – a paragraph or two with bulleted details about your organization and the event should be shared with employees, BOD, supporters, sponsors, participants etc., as well as pdfs of flyers – that you can update as you gain more event sponsors, so that there is a consistent branding of your organization and event.
- -Supporters want to feel good about where their money, support and time are going. Take advantage of the event and your thank you’s and follow-up communi