Resource Development UCSF National Center of Excellence in Women’s Health Dixie Horning, Executive Director

What’s this workshop all about? How are staff, volunteers, board or advisory committee members are important to fund raising How are staff, volunteers, board or advisory committee members are important to fund raising A general understanding of the Value of Philanthropy A general understanding of the Value of Philanthropy Principles of asking Principles of asking Friend raising and fund raising Friend raising and fund raising

Resource Sectors Private Contributions19.9%21.8% Private Contributions19.9%21.8% Government 31.3%28.1% Government 31.3%28.1% Dues, Fees and Charges37.5%38.7% Dues, Fees and Charges37.5%38.7% Other Revenue (interest) Other Revenue (interest)11.5%11.4% Total Revenues (in billions) Source: the New Nonprofit Almanac, Independent Sector, 2001

Where it goes (%) Arts and Culture 2.3 Arts and Culture 2.3 Civic, Social and Fraternal Organizations 2.7 Civic, Social and Fraternal Organizations 2.7 Foundations 5 Foundations 5 Social and Legal Services11.5 Social and Legal Services11.5 Religious Organizations11.5 Religious Organizations11.5 Education and Research18 Education and Research18 Health Services49 Health Services49 Source: the New Nonprofit Almanac, Independent Sector, 2001

Sources— Foundations Foundations Grants Grants In kind In kind Corporations Corporations Grants Grants Marketing and sponsorship Marketing and sponsorship Inkind Inkind Volunteers Volunteers Government Agencies Government Agencies Grants Grants Contracts Contracts

Individuals Gifts Direct Mail Direct Mail Memberships (i.e Friends of) Memberships (i.e Friends of) Special Events Special Events Major Donors Major Donors Workplace appeals (i.e United Way) Workplace appeals (i.e United Way)

Women and Giving 51% of wealth is held by women 51% of wealth is held by women Women are poised to inherit $44 trillion by the year 2044 Transfer of wealth over the next 10 years Women are poised to inherit $44 trillion by the year 2044 Transfer of wealth over the next 10 years Women give differently than men Women give differently than men People give differently to women and girls causes People give differently to women and girls causes

Make the Case Why fund women and girls Why fund women and girls Why fund women’s health Why fund women’s health

Understanding of the Value and Sectors of Philanthropy WHY DON’T I CALL IT “ASKING FOR MONEY” WHY DON’T I CALL IT “ASKING FOR MONEY” Its one of the four polite conversation taboos Its one of the four polite conversation taboos ---money,politics, religion and sex---- And its not just money And its not just money Its volunteers, time and other assets (in kind services, gifts etc. “brand loyalty”) Its volunteers, time and other assets (in kind services, gifts etc. “brand loyalty”)

The first step in funding process has nothing to do with money

The purpose of fund raising is not to raise money, but to help organizations manage their interdependencies with donor publics who share mutual goals and objectives” The purpose of fund raising is not to raise money, but to help organizations manage their interdependencies with donor publics who share mutual goals and objectives” J.E. Grunig, Stakeholders, 1992

Mission drives funding Belief is the strongest reason for giving Belief is the strongest reason for giving Make your case bigger than the organization Make your case bigger than the organization Friend Raising is as important as fund raising Friend Raising is as important as fund raising

Understand the donor publics Understand the donor publics Create a diversify funding plan to match Create a diversify funding plan to match

ROPES Research Research Identify Opportunity Identify Opportunity Know their Capacity Know their Capacity Match Match Organization for Donor Public Organization for Donor Public Prepare internally Prepare internally Output Impact Output Impact How much time? How much time? Our capacity and alternatives Our capacity and alternatives Planning and Program Planning and Program Gift Pyramid Gift Pyramid Implementation Implementation –Cultivation –Solicitation Evaluation Process Program Stewardship Reciprocity Responsible Gift Reporting Relationship nurturing

Income/Gift table Plan Sources Sources Individuals40% Individuals40% Corporations10% Corporations10% Foundations 20% Foundations 20% Special Events 15% Special Events 15% Grants/Contracts25% Grants/Contracts25%

Fund Raising Techniques 1. Interpersonal Communication 1. Major Gift Program Face to Face, small group meetings, speeches, telephone, personal letters, personalized proposals Face to Face, small group meetings, speeches, telephone, personal letters, personalized proposals 2. Controlled Media Communication Annual Giving Program Annual Giving Program Direct mail, special events, publications, phonathons, videos and films, Telethons, Paid Ads, Bill boards Direct mail, special events, publications, phonathons, videos and films, Telethons, Paid Ads, Bill boards 3. Mass Media Annual Giving Program Annual Giving Program Editorials, op-eds, news release, story placement, PSA Editorials, op-eds, news release, story placement, PSA

Gift Stream 90% of the private gifts comes from 10% of your donors 90% of the private gifts comes from 10% of your donors 10% comes from the other 90% 10% comes from the other 90%

One and one equals three if you do your math right One and one equals three if you do your math right Mae West

IT’S AN ACQUIRED TASTE Exercising in Asking

Getting Ready to Fund Raise Internally Internally Staff, volunteers Staff, volunteers Volunteer Roles Volunteer Roles Ambassadors, Door Openers, Cultivators, Solicitors

Volunteer Roles Volunteer Roles Ambassadors Ambassadors Door Openers Door Openers Cultivators Cultivators Solicitors

Tips for Ambassadors Listen more than you speak Listen more than you speak Accentuate the positive Accentuate the positive Be Contagious Confirm the next possible step

Tips for Door Openers Be Judicious Be Judicious Give a strong personal endorsement Give a strong personal endorsement Be Visable Be Visable

Tips for Cultivators Show ‘em a good time Show ‘em a good time Mix and Match Mix and Match Expect to be popular Expect to be popular

Tips for Solicitors Let the prospect set the pace Let the prospect set the pace Let them know you care Let them know you care Encourage them to do the talking Encourage them to do the talking Never get into a dispute Never get into a dispute Ask for an exchange Upsell Don’t forget to close Don’t worry about doing it perfectly If at first you don’t succeed Say thank you

Exercise in asking Identify why are you fearful Identify why are you fearful Understand what motivates Understand what motivates

You miss 100% of the shots you don’t take you don’t take Wayne Gretzy

Donor Cultivation Principle of Congruency 1 Identify 2 Inform 3 Interest 4 Involve 5 Invest

Cases Case #1 Mrs. Gotte Bucks Case #1 Mrs. Gotte Bucks Case #2 Dogood Corporation Case #2 Dogood Corporation Case #3 Nouveau Riche Foundation Case #3 Nouveau Riche Foundation Case#4 GoWoHealth Gala Case#4 GoWoHealth Gala Case#5 Hen and Egg Grant Case#5 Hen and Egg Grant

Case # 1 Mrs. Gotte Bucks She has no history with your organization but is a grateful patient and has come to your office to ask what can she do. What steps to do need to take? What steps to do need to take? What do you need to know? What do you need to know? How are you going to find out? How are you going to find out? HOW Much should I ask for? HOW Much should I ask for?

Case #2 Dogood Corporation The Corporate Philanthropy Director of a Corporation wants to contribute to your organization to create a collaborative partnership. The Corporate Philanthropy Director of a Corporation wants to contribute to your organization to create a collaborative partnership. What should I ask? What should I ask? How does this differ from Marketing Dollars? How does this differ from Marketing Dollars?

Case #3 Nouveau Riche Foundation One of your advisory committee members informs you that the Nouveau Riche Foundation needs an grant request from you in 2 days and they really think you can get it. One of your advisory committee members informs you that the Nouveau Riche Foundation needs an grant request from you in 2 days and they really think you can get it. How do you approach this? How do you approach this? Do you have ideas on the shelf? Do you have ideas on the shelf? What do you need to know about the Foundation? What do you need to know about the Foundation?

Case #4 GoWOHealth Gala You have decided that you need to have an annual fund raising event What do you need to know about marketing? What is the purpose? Friend Raising? Growth over time? Why are fund raising events consider “low returns”? What role does your advisory/board play?

Case #5 Hen and Egg Contract You decide to go after a community development contract with the City/County that will fund one of your outreach programs but you have to have an academic/CBO partner You decide to go after a community development contract with the City/County that will fund one of your outreach programs but you have to have an academic/CBO partner How do you go about it? How do you go about it?

One Liners to take Home Belief in the mission is the strongest reasons for giving Those closest to the organization are your best prospects Friends give to friends The best prospects previous donors Cultivation is the key to successful solicitation The larger the expected gift, the more personal the solicitation Cultivate and solicit important prospects in person Know your audience Write to your audience Don’t underestimate anyone Most of the time you have to ask

In suggesting gifts: Money is appropriate, and one size fits all. ~ William Randolph Hearst ~ William Randolph Hearst William Randolph Hearst