Pamela Sutton-Legaud CFRE MBA Senior Consultant - AskRIGHT 10 essential steps to help you create a successful fundraising strategy Pamela Sutton-Legaud CFRE MBA Senior Consultant - AskRIGHT

Introduction Who I am What I know What I’ll talk about today What you will come away with Where to go from here

TODAY’S PRESENTATION How Important Is Fundraising Income? The Structure of Philanthropy Market Trends What’s Happening with Donations? 10 Essential steps to help you create a successful fundraising strategy Passion! Commitment Write it Down! Allocate Resources Gather Information Create Impact Collaborate/Create Leverage Match your Channels to your Strategy Digital and Integrated Fundraising Build a culture of philanthropy Summary

HOW IMPORTANT IS FUNDRAISING INCOME? Only 8% of NFP revenue is from donors, corporates, trusts – 75% is from government

THE STRUCTURE OF PHILANTHROPY The HNWI, structured philanthropy and bequest areas of giving, while smaller, are the fastest growing and over the next decade are set to form a much more significant part of the giving landscape. The financial value of volunteering to the sector is 1.7 times that of donations and bequests Source – Australian Taxation Office (ATO), Australian Bureau of Statistics (ABS), Giving Australia 2016, JBWere Philanthropic Services

MARKET TRENDS What you may not know… Mass market donors currently make up almost half of total donations. This is expected to fall to around one third by 2036 The higher cost of many non-deductible fundraising strategies such as events and lotteries discourages growth in tax-deductible giving. More women donate and at most age brackets, they donate a larger proportion of taxable income but with lower salaries they donate less dollars. The proportion donating and amounts given rises with income, although under 60% of those earning over $1 million per year claiming a deduction for donations. Source: JB Weir The Support Report 2018 Around 35% of tax payers claim tax deductible donations

WHAT’S HAPPENING TO DONATIONS? Bequests are set to grow with an ageing population and rising house values. There has been strong growth in large and visible giving and in structured giving through PAFs. Grants made through these will grow to 17% of all giving by 2036, up from 7% in 1996. The causes supported by this group varies from mass market giving. The return on investment in fundraising has fallen consistently over the last decade due partly to competition, however it is still attractive at around $5 raised for each $1 spent. Source: JB Weir The Support Report 2018

1. WHAT’S YOUR PASSION? Everything begins with a passion! Why did your organisation start? What problem was it trying to solve? Why are you here? However, it only takes you so far…

2. COMMITTMENT TIME, TALENT & TREASURE Your Executive – the leadership must lead the way Your Staff – need to share commitment to philanthropy Your Budget – commit resources Your Time – make it a priority

3. WRITE IT DOWN Plan your work and work your plan Allocate a budget A idea in your head is just a dream – write it down and turn it into a plan Write down your vision Written plans can be: Shared Compared Edited Refined Allocate a budget Set measurable targets Be SMART!

3. WRITE IT DOWN WHAT’S IN A PLAN? Current situation SWOT – Strengths, Weaknesses, Opportunities, Threats Objectives – what are you aiming to do? Data management – good data management is mandatory Target audience – who will you talk to about your strategy? Strategy – What is your approach? Methodology – How will you implement your strategy? Budget - what financial resources will you commit?

Allocate Resources 4. ALLOCATE RESOURCES Who’s responsible for fundraising? Dedicated resources make a big difference How will your board contribute? How can you utilize volunteers? What is your fundraising budget?

5. GATHER INFORMATION What are you trying to achieve? Who will help you? How does the project you’re fundraising for meet your organizational goals? Who will do the work? How much will it cost? How will you achieve it? By when?

6. CREATE IMPACT Have a strategy If you are a charity If you are a corporate wanting to work with charities/nfp If you want fundraising income If you want to engage with sponsorship NO STRATEGY = HIGH ACTIVITY/LOW IMPACT

7. COLLABORATE Look for partners Look for those doing similar/related work Share resources Build capacity

7. CREATE LEVERAGE Examples of great leverage in Australia: Chuck Feeney Atlantic Philanthropic made grants to 23 organizations across Queensland, Victoria, New South Wales and Tasmania, and co-funded the creation of eight new research institutes. Atlantic Philanthropic leveraged more than $2 billion in matched giving from state and federal governments and other donors.  David Thomas Challenge remains among the biggest single private environmental pledges made and was a matching-funds program. It generated total grants of $28.1m for biodiversity conservation programs and projects with private Australians giving $12.6m. Matching grants work! Ask your donors to consider a challenge grant. Look at giving days.

8. MATCH YOUR CHANNELS TO YOUR STRATEGY Consider the type of donors you can service/attract/invest in

9. DIGITAL & INTEGRATED FUNDRAISING Online campaigns – Movember, Dry July, Febfast Crowdfunding – Pozible, One to one – email, sms, apps Integrated campaigns – annual appeals

10. BUILD A CULTURE OF PHILANTHROPY It’s a journey Leaders need to lead Find ways for staff and to engage and participate Share your strategy Create a communications strategy to go with your fundraising strategy Be inclusive

SUMMARY Where to focus: Board members lead the way Commit, Commit, Commit Write a plan, invest resources Consider how much you are utilizing/valuing your volunteers Develop and implement a sensitive bequest strategy Look beyond mass fundraising – consider HNWI, PAFs, T&F Share your vision, live your passion

QUESTIONS? Harvard University embarked on its first fundraising campaign in 1643. According to some measures, it now receives an average of A$3.83 million a day. THANK YOU!