Texas Council Conference Show Me the Money: Fundraising Strategies To Increase Revenue For Your Organization Presented By: Tameka Y. Cass, MS Director of Philanthropy Metrocare Services Texas Council Conference June 21, 2019

What is Philanthropy & Fundraising? Philanthropy is defined as, “The practice of giving money AND time to help make life better for other people.” Other common words used to describe philanthropy: Fundraising is an “Activity conducted with the intention of raising money for a nonprofit organization or charity. It usually involves asking people for donations (cash or in-kind) using a variety of communication methods.

Fundraising 101: How to Establish a Fund Development Program Fund development is “The process by which organizations, such as Metrocare, use fundraising to build capacity and sustainability.” Fund development is a part of the strategic marketing of a nonprofit organization. The goal is to secure reliable sources of income that will sustain the organization through the realization of its long-term mission and vision. Example of fund development activities: Building relationships with people and other organizations that will support the charity; and Development of an organizational strategic plan that coordinates various forms of fundraising, marketing, communications, volunteer engagement, and employee giving.

What Should Your Fund Development Plan Include? Relationship building strategies Donor-centered communications Invite donors or prospective donors to events Say “Thank You” verbally and/or via written communication Give appropriate recognition Listen, listen, listen….. Provide individualized programmatic updates Solicitation strategies Identify, Research, Plan, Cultivate, Ask, Close, Steward Timeframes Create solicitation calendar organized by months of the fiscal year

What Should Your Fund Development Plan Include? Assignments of Accountability Determine what work belongs to staff What tasks board members will take on Decide if a Development Committee is a good fit for your organization Process for Monitoring Progress and Evaluating Effectiveness Review cost per dollar raised or Return on Investment (ROI) Growth rate Donor retention Average gift amount (ex: if you raise $50,000 from 100 donors; average gift is $500) Return on Mission (was awareness increased; more volunteer engagement; empowerment of supporters to do MORE) Board and Organizational Leadership Support Adopt policies defining role of board (governance) and performance expectations Engage board/leadership in donor prospect identification process Provide training opportunities for board members to expand their familiarity with fund development and reduce their anxiety Identify ways to strengthen staff’s capacity to enable board members to participate in fund development activities

Donor Cultivation & Stewardship Best Practices Good Planning is Essential for Building Donor Relationships Relationships are critical in fundraising – the focus must be centered on the needs and desires of the donor. The more you know about donors’ motives and how they like to give, the better positioned you are to make effective solicitations. Cultivation is the process of gradually developing the interest of a prospective donor through exposure to organizational activities, people, needs, and plans to the point where a gift may be considered. The primary purposes of cultivation are to: Add prospects to your donor database Allow prospects to be developed into active supporters and consistent donors Aid in improving relationships with current board members, donors, volunteers, and other supporters of the agency and provide clear understanding of how they can help you achieve your mission Steps Involved in Developing Strategic Cultivation Plan: Identify target groups who are likely most interested in your organization’s work Conduct donor research Determine the 3 C’s – Connection, Capacity, and Capability! Identify the best relationship to make the connection – who in the agency is the best to begin cultivation? It may be a volunteer or staff member. Engage volunteers to help identify and cultivate prospects, open doors for gift solicitation process to begin and serve as advocates

Sample Cultivation Plan for Donor Prospects

Donor Cultivation & Stewardship Best Practices Donor stewardship is the process that occurs once a donor has given to your organization. Stewardship involves managing gifts as donors intended, updating donors on the progress/impact of their donations, and easing donors into the next cultivation process by keeping them involved with your organization.

SAMPLE STEWARDSHIP PLAN Stewardship levels are typically created by the organization and based on varying factors, such as giving levels, average gifts received, and/or stewardship gifts/materials available for donors.

Why You Need Diversified Funding Having a healthy stream of funding for your nonprofit is key! Events out of your control could potential put your organization at risk, especially if the agency is dependent on a sole funding source (ex: 9/11, United Way, Donor/Grantor Priorities, funding trends/community needs) Rule of thumb: No ONE grant, event, or donor should make up 25% or more of your total income. A diversified funding stream will help increase your organization’s sustainability and funding strength. Most donors do not want to be your sole supporter!

What Good Diversified Funding Looks Like Sample funding opportunities: Monthly Giving Annual gifts from donors Employee Giving Campaign Sponsorships Event Sponsorships from luncheons, golf tournaments, etc. Major Gifts Gifts over a certain threshold ($25,000 & above) to support a program/initiative Grants The Meadows Foundation (private fdn) Wells Fargo Foundation (corporate) Health & Human Services Commission (state) Events Meal for the Minds Annual Luncheon Coats for a Cause (holiday giving program) Direct Appeal Non-Event Gala Autism Awareness Month

Grant Writing Strategies Essentials for Increasing Funding Through Grant Writing: Clearly definable and relevant mission Sustainable financial and operational structures Fundraising tools and methods (ex: website donation page) Research tools to look for available grant opportunities: Foundation Directory Online Grants.gov Local library Corporate Foundations Successful projects and initiatives Use a logic model – a visual presentation of your project’s inputs (program investments), outputs (project activities/participation), and outcomes Describe your project’s uniqueness Follow the Grantor’s Guidelines/Request for Proposal to the Letter! Adhere to all requirements including character limits, budget, etc. Review and revise, revise, revise!

Special Events Can Help Increase Funding Special events are the most common fundraising device used by small nonprofit organizations.... Marketing - think of special events fundraising as marketing your organization to the community, donors and potential donors. Public relations - invite media to the event and generate as much publicity as possible. Sample fundraising events/activities: Annual Luncheon or Signature Event Dinner Parties 5K Run/Race Golf-Tournament Silent Auctions Raffles Cook-Offs Education Forums/Conferences

Cause-Related Fundraising Ideas Cause-related fundraising ideas are an easy way to raise additional funding for your agency! A few ideas to consider: Local/national giving days: North Texas Giving Day – hosted by Communities Foundation of Texas #GivingTuesday (the Tuesday following Thanksgiving) Icon/Awareness Days/Months: Mental Health Awareness Month (May) National Foster Care Awareness Month (May) Suicide Prevention Month (September) Depression Awareness Month (October) Direct Mail Solicitation Non-Event Gala Program Specific

Marketing Collateral Can Help Tell Your Story! Marketing/Collateral essentials: Create a case for support A top notch website Social media presence An annual report or stewardship report Leadership case statements for donors PowerPoint presentation for group presentations on agency and programs Brochures Stationery and envelopes Agency fact sheet Video, CDs or DVD Pledge cards, response envelopes and letters of intent

Collateral Rebrand

Metrocare Division Tri-folds Division Logo Coordinating Color Division Name

Metrocare Division Tri-folds Division Logo Coordinating Color Division Name

Metrocare Program Rack Cards Division’s Coordinating Color 9” x 4” Size to Fit Inside Tri-folds Relevant Imagery

Thank You for joining me today! Questions & Answers Contact Information: Ms. Tameka Y. Cass, Director of Philanthropy Marketing & Development Division Metrocare Services 214-743-1220 office Tameka.cass@metrocareservices.org