How to Fundraise From Individuals: An Introduction Foundation Center April 19, 2010 Sandra Renner, MSW, CFRE Renner Consulting
Individual Giving Any gift from an individual Cash, in-kind, sponsorship, etc. Through any method Annual giving, special gifts Your definition
Why start Individuals give more than 80% of all charitable dollars Unrestricted Long term value, loyalty Spread the risk
Why individuals give Emotional decision Want to make a difference Change Connectedness Are involved Have personal relationship
Benefit their community Recognition They were asked
What else do we know about donors? Some distrust of charities Want to know how their money was spent Want to know accomplishments Measurable results Want prompt, personal thank you Don’t want to be always asked
Recent Donor Studies 46% of donors studied stop giving because of failure to communicate Want to know the leaders Online donors are as valuable as mail donors Communicate within 3 months of first gift
Today’s environment High tech High touch Personalization Individual control Rapid communication and dissemination
Getting Started Case Data base Policies and procedures Registration
Recognition Stewardship Resources
Finding Donors Look within Board Volunteers Donors- cash and in-kind Vendors Clients Partners
Capture data from every interaction Events Website Open House Tours Meetings In-kind donors
Think Broadly and Creatively Who cares about what you do? Clubs and organizations Businesses Foundations Other nonprofits
Obtaining a mail list Pros and cons Trading Sharing Use other’s mail
Engage and Cultivate If you want money, ask for advice. If you want advice, ask for money. Planning helps
Try to “touch” donors every other month or more Consider segmentation Track responses
Communication Vehicles Newsletter Annual report Special letters Press clippings Events Thank you letter/call
Updates Meetings/visits Open house/tour Surveys
Ways to Ask Direct mail Website Person to person Telephone
Some Strategies Annual campaign Volunteer led Gift clubs Challenge gifts Web campaign Social media
Remember Stewardship Personalization Segmentation Evaluation
Thank you!