Identifying and Understanding Your Constituencies Timothy L. Seiler, Ph.D., CFRE Director, The Fund Raising School Indianapolis April 22, The Salvation Army Community Resource and Development Conference Sessions

Marketing Principle Exchange of Values The Salvation Donors Donors Give Asks For From In Exchange, Donors Receive Army

Constituency Model

Wheel of Roles & Responsibilities SELF Religion Profession or job Family Education Civic/political organizations Social groups Recreational interests Health

Ladder of Effectiveness Personal: face to face Team of two One person Personal telephone –With letter follow-up –Without letter follow-up Personal letter (on personal stationery) –With telephone follow-up –Without telephone follow-up

Personalized letter/Internet Telephone solicitation/phonathon Impersonal letter/direct mail/Internet Impersonal telephone/telemarketing Fundraising benefit/special event Door-to-door Media/advertising/Internet/Social Media Ladder of Effectiveness

Qualities of a Prospect Aware Interested Involved Concerned Committed Capable Accessible Experienced Seeking fulfillment

What the Prospect Looks For Evidence of good management Evidence of reasonable planning Evidence of prior support Persuasive presentation by credible volunteers Absence of pressure Invitation to share/join