From Cook to Master Chef ~ CFRE and global fundraising knowledge Sharilyn Hale, M.A., CFRE KAFP Mombasa, Kenya November 2010

Objectives of the session View yourself as key member of a global profession Understand certification and role of CFRE Know the framework of the core body of fundraising knowledge Appreciate the strengths and differences of the fundraising profession in Kenya Consider how CFRE can enhance your practice and fit in to your career goals

We are members of a global profession Six Markers of a Profession Public service and altruism Identified body of knowledge + emphasis on experience Associations (e.g. KAFP) Continuing education and research Adoption/adherence to a code of ethics Self regulated through certification or testing

Appetizer About Certification and CFRE

CFRE International CFRE International is endorsed by 23 fundraising associations/organizations, including KAFP Currently 5,400 CFRE’s globally CFRE tests what fundraisers say other good fundraisers should know and do CFRE is itself accredited by the National Commission for Certifying Agencies

What is Certification? Certification is a voluntary process to recognise individuals for meeting standards set by a third party Certification assures the public that an individual demonstrates specific knowledge required of a practitioner at a certain level. Academic degrees and educational certificates do not certify demonstrated knowledge of professional practitioners. Typically, certification is more strenuous than licensure.

Certification vs. Certificate Results from an assessment process For individuals Typically requires professional experience Indicates mastery of knowledge usually assessed through an exam Awarded by third-party, standard-setting organisation Results from an educational process For individuals For newcomers and experienced professionals Indicates completion of a course or series of courses with a specific focus Awarded by educational programmes or institutions

Certification vs. Certificate Standards set by a thorough, defensible, industry-wide process resulting in outline of required knowledge or skills Typically results in a designation to use after one’s name (CFRE, CFP, APRA) Has on-going requirements in order to maintain; Course content set a variety of ways (dean, faculty, instructor) Usually listed on a resume detailing education; may issue a document to hang on the wall Is the end result; demonstrates knowledge of course content at the end of a set period in time

CFRE Certification Benefits fundraisers and the fundraising profession Setting CFRE as a goal offers a useful road map for professional development CFRE is a mark of mastered knowledge CFRE’s earn more money and advance more quickly Demonstrates commitment to knowledge and high standards of practice

CFRE Process Certification Application that meets eligibility requirements 5 years paid full time employment as fundraiser Education and professional development Evidence of funds raised Personal volunteerism Examination Re-certification (required every 3 years) Application that meets recertification standards

Main Course The Job Analysis Global Fundraising Buffet

The CFRE Job Analysis Survey conducted every 5-6 years to ensure ongoing relevance and credibility of exam (1997, 2003, 2009) Identifies what is essential to professional fundraising practice Framework for examination and content Compare and evaluate practice (across countries and demographics) 12

Survey Stats at a Glance 8 countries and 3 languages Australia, Canada, UK, US, NZ Kenya, Italy (Italian), Brazil (Portuguese) Survey was 50% CFRE’s and 50% non-CFRE’s 1,000 fundraisers involved 25% response rate (18-25% is avg) 6 domains, 32 tasks, 108 knowledge statements 13

A Global Inquiry In 2009, CFRE’s survey asked 3,000+ fundraisers around the globe: what do you do as a fundraiser? how often do you do it? what must you know to be able to do it well? what trends do you see coming in the next 5 years? 250 members of KAFP were invited to participate in the survey

Kenyan Fundraiser Profile Majority male 62% male. This compares to 70% female for the balance of the sample. Youthful 63% were younger than 45 years. This compares to 70% being over 45 years for the balance of the sample. New to fundraising Average of 5 years experience as a full time professional fundraiser. 67% had ten years or less. This compares to an average of 17 years, and 74% having more than ten years experience for the balance of the sample. Middle management 42% work at the middle management level. This compares to 46% of the balance of the sample who work at the senior management level. Work in small teams - 40% reported working in organizations with fewer than five fundraisers. This compares to 42% who work with teams of five+. Faith based organizations or causes 20% work for religious causes, with 16% each working for education or public benefit organizations. This compares to the larger sample with 26% being consultants, and 20% for health and education causes. 15

From Kenya to Canada... the 6 domains of fundraising a CFRE must master Current and prospective donor research Securing the gift Relationship building Volunteer involvement Leadership and management Ethics and accountability CFRE’s Test Content Outline provides more detail

Domains in order of… Importance Time Spent Relationship Building Securing the Gift Ethics & Accountability Leadership & Management Current & Prospective Donor Research Volunteer Involvement Relationship Building Leadership & Management Securing the Gift Ethics & Accountability Current & Prospective Donor Research Volunteer Involvement

What did we learn? Commonalities are greater than differences Global stability of professional knowledge and practice Commonalities are greater than differences Most commonality: Ethics & Accountability Most difference: Current & Prospective Donor Research Relationship Building and Ethics & Accountability emphasized and rated higher than in 2003 Maturity of profession Established (Australia, Canada, NZ, US, UK) Emerging (Kenya, Brazil, Italy) 18

What do you do as a fundraiser? 19

Most Common Fundraising Tasks across the World 1.1 Develop a list of prospective donors by identifying individuals and groups who have the capacity and propensity to give, in order to qualify them for further research and cultivation efforts. 2.5 Ask for and secure gifts from prospects in order to generate financial support for the organization’s purpose. 3.4 Acknowledge and recognize gifts in ways that are meaningful to donors and appropriate to the mission and values of the organization. 6.1 Ensure that all fundraising activities are conducted in accordance with ethical principles and standards. 20

Fundraising strengths in regions with an emerging profession (like Kenya) Greater engagement in grants, social media, direct marketing, events and for-profit activities Greater usage of electronic and social media in relationship building with constituents More fundraisers under age 40 High ratings of frequency and importance in the Ethics & Accountability domain

Fundraising differences in regions with an emerging profession (like Kenya) Less engagement in major gift/campaign fundraising Lower rates of usage and management of volunteers Gaps reported between having or not having certain knowledge, and applying the knowledge Data management and analysis Prospect research Program evaluation, assessment and measurement

Kenyan responses about trends in fundraising…2009-2013 Growing acceptance of fundraising as a profession, and increasing demand for fundraisers More professionalism will promote enhanced ethics and accountability in fundraising CFRE certification will enhance standards and professionalism Need for more educational programs and opportunities to support training and development of fundraisers Increasing competition for fundraising dollars requiring more skilled fundraisers

Other identified trends Increasing use of technology and digital media Less corporate support, more focus on individual donors Increasing donor expectations for accountability and engagement Impact of generational shifts/changes (donors & fundraisers) Blurring of sectors (non-profit, for profit, public), e.g. social entrepreneurship Anticipated short and long term impact of economic downturn 24

Dessert CFRE and you

Checking in…. Is the CFRE Test Content Outline relevant and useful for fundraisers in your region? Are there areas of your knowledge and practice you feel you could develop? What can you and your colleagues teach fundraisers in other parts of the world? What can you learn from them? What trends do you see ahead and how can fundraisers and Associations in your region respond?

CFRE and KAFP A CFRE Participating/Endorsing organization CFRE Approved Provider program for professional development Access to resources and research

CFRE and you! Your next career goal Commitment to life long learning and to your profession Using the Test Content Outline and resource list as professional development guides Visit www.cfre.org

Objectives of the session View yourself as key member of a global profession Understand certification and role of CFRE Know the framework of the core body of fundraising knowledge Appreciate the strengths and differences of the fundraising profession in Kenya Consider how CFRE can enhance your practice and fit in to your career goals

Questions and Discussion

For more information: Contact CFRE International Dr. Denny Smith, CEO dsmith@cfre.org Contact Sharilyn Hale, CFRE Toronto Canada sdhale@rogers.com