Fund Development Kathy Keeley Northland Foundation

Agenda What has changed? Types of Fundraising: Definitions The Fund Development Plan Key Lessons and Tips 10/19/20102The Keeley Group - Northland Foundation

Fund Development Process and Rules Have Changed Prospecting and Asking Today - Demographic Technology Competitive Environment 10/19/20103The Keeley Group - Northland Foundation

Fund Development Integrated Marketing and Communication Support Planned – Focused – Targeted Building long term relationships Research and Return 10/19/20104The Keeley Group - Northland Foundation

10/19/2010The Keeley Group - Northland Foundation5 Individual Giving Major Donors Events – Both large and small. Direct Mail Telemarketing Online and E-Giving Grants– Foundations, Corporate, Government Corporate Giving Programs United Way Fundraising Minor Donor Groups – Yes, they do exist! Participatory Fundraising– Like walk-a-thons and chili cook-offs Annual Giving and Multi-Year Giving Campaign Types of Fundraising

Events Signature Smaller Cause Related Foundations Small Business and Corporations Individuals Membership Appeals and Campaigns Major Gifts 10/19/20106The Keeley Group - Northland Foundation

5 Steps of Fund Development 1. Plan 2. Target 3. Ask 4. Close 5. Appreciate 10/19/20107The Keeley Group - Northland Foundation

Sounds Simple! Maybe! 10/19/20108The Keeley Group - Northland Foundation

The Plan 10/19/20109The Keeley Group - Northland Foundation

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Fund Development Plan How are you going to fundraise? More than brainstorming session or list of activities? Starts with clear goals and expectations Dollar Goals – more than Plug Your Budget Clear Expectations – Board, Staff and Volunteer Roles Timelines and Calendar 10/19/201011The Keeley Group - Northland Foundation

Outline for The Plan Sheet One Categories Dollar Goal Actual last year Year To Date Sheet Two Activity Tasks Timeline Responsibility Goal 10/19/201012The Keeley Group - Northland Foundation

Fundraising Plan Sheet One Goal1st Quarter2nd Quarter3rd Quarter4th QuarterTotaldifference Events $ 17,500 $ 4,200 $ 13,300 Large Event $ 10,000 $ - Small Event 1 $ 1,500 $ 1,000 Small Event 2 $ 2,500 $ 2,000 Small Event 3 $ 2,500 $ 1,200 Small Event 4 $ 1,000 $ - Contributions (Letters) $ 24,000 $ 19,000 $ 5,000 Individuals $ 10,000 $ 11,000 Churches $ 5,000 $ 1,900 Board $ 3,000 $ 2,600 Small Business $ 4,000 $ 3,500 Grants (Proposals) $ 60,000 $ 29,000 $ 31,000 Foundation $ - Corporate $ - Other $ - Total $ 101,500 $ - $ 49,300To be raised 10/19/201013The Keeley Group - Northland Foundation

Fundraising Plan – Sheet One Goal1st Quarter2nd Quarter3rd Quarter4th QuarterTotal Events $ 17,500 $ - Large Event $ 10,000 $ - Small Event 1 $ 1,500 $ - Small Event 2 $ 2,500 $ - Small Event 3 $ 2,500 $ - Small Event 4 $ 1,000 $ - Contributions (Letters) $ 24,000 $ - Individuals $ 10,000 $ - Churches $ 5,000 $ - Board $ 3,000 $ - Small Business $ 4,000 $ - Grants (Proposals) $ 60,000 $ - Foundation $ - Corporate $ - Other $ - Total $ 101,500 $ - 10/19/201014The Keeley Group - Northland Foundation

GoalActivityTasksTimelineResponsibilityCost/Budget Raise $ 5000 from Board Members Board members expected to contribute personally to organization Board Meeting To Review JanChair Pledge Letter SentJanStaff Chair and Vice Chair follow up with members Feb – MarChair and Vice Chair Update at Board Meeting April, July, SeptChair, Finance Board Members raise $15,000 from solicitation of friends Board members generate 20 names each in order to raise funds and add names to general appeal list Board Training AugED Draft LetterSeptED Create list of namesSeptBoard, Dev Committee Board Letter Signing Meeting OctBoard ReportingNov and DecFinance Follow-up CallsDecBoard Board Solicitation – Sheet Two 10/19/201015The Keeley Group - Northland Foundation

CorporationGoal Due DateRequest Target June, 1Education Materials for Classroom General Mills$150000$12,500May 1Parent Training Sessions SMDC$4000$2000$4000Oct 1GO Corporate Plan – Sheet Two 10/19/201016The Keeley Group - Northland Foundation

Who are you asking and for What Dollar Amount 10/19/201017The Keeley Group - Northland Foundation

Targeting List Development Prospecting Funding Research Dollar Amount (Too Little or Too Much) Appeal/Request 10/19/201018The Keeley Group - Northland Foundation

Targeting Brainstorm Circle of Influence Building the Master List The Real List Connections and Introductions 10/19/201019The Keeley Group - Northland Foundation

Targeting Individuals Prospecting Appeal Letter – general vs. targeted Additional Requests Corporations Research Name Match to Business Interests Foundations –create relationship Introduction – call and meeting Newsletter Updates and Information 10/19/201020The Keeley Group - Northland Foundation

Planned Giving, Bequests Major Gifts Individual Donors Event, Occasional Gifts 10/19/201021The Keeley Group - Northland Foundation

Donors to Investors Contributions to Investments 10/19/201022The Keeley Group - Northland Foundation

Targeting Individuals Formal Prospecting Informal Prospecting Who fits the ideal profile? Who are involved in priorities, programs and projects now? Lists Build the pyramid from top down Organize list by capacity and relationship 97/3 Rule 10/19/201023The Keeley Group - Northland Foundation

How To ASK! 10/19/201024The Keeley Group - Northland Foundation

The Ask Be Prepared To Answer Where does the money go ? Why is it going there? Who decided that and how did they do it? What do you want from me and when do you want it? 10/19/201025The Keeley Group - Northland Foundation

The ASK Simplify the Message Use Powerful Stories Say Dollar Amount Create Engagement Tool The DECK Pictures and Stories 10/19/201026The Keeley Group - Northland Foundation

The Ask Practice Set A Goal Take Board Leadership Make 5 Presentations Per Month 10/19/201027The Keeley Group - Northland Foundation

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Get Over It! You Are In Sales 10/19/201029The Keeley Group - Northland Foundation

The Close Listen Ask them Questions Let Them Ask Questions Respond to What you Hear not What you Want to Hear Engage Use Dollar Amount Be Prepared to Take a NO Follow-up 10/19/201030The Keeley Group - Northland Foundation

Relationships and Communication 10/19/201031The Keeley Group - Northland Foundation

Celebration Thank you Letter Cards – Holiday Event – Discount and Tickets Communication Newsletter – Blast Quarterly Updates Marketing and Public Relations 10/19/201032The Keeley Group - Northland Foundation

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The Web 60% of donors do research online Online donations – going up but small % of total giving (10%) – growing each year and direct mail have some influence (27% and 28%) 74% of nonprofit have Facebook presence (5391 size of community) 80% commit ¼ of staff person Integrate into fundraising from individuals 10/19/2010The Keeley Group - Northland Foundation34

The Web Tips Well branded, easy to use web site tool that meets federal laws on spam Send out and direct mail request few days before and after Include online giving option in direct mail Use Web analytics (google analytics) Social media strategy Build it and they will come does not work Community vs. brochure 10/19/2010The Keeley Group - Northland Foundation35

Online Giving Most online Giving End of Year Humanitarian Crisis Have to communicate urgency Set a reasonable goal Supporters reaching out – families and friends influence Focus on impact not the need Share stories Focus on constituent experience Engagement and involvement Be a “donor” once a quarter 10/19/2010The Keeley Group - Northland Foundation36

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Staffing Development Staff Grant writer and Reporting Events Individual Solicitation Major Gifts Clearly Define the Job, Expectations, Goals, Timeline 10/19/201038The Keeley Group - Northland Foundation

Costs Cost (1/3 of amount raised ) Amount Time (Between idea and receipt of $) Effort 10/19/201039The Keeley Group - Northland Foundation

Tips Build A Team – Takes Time Build Relationships Listening Communication –ongoing Engage It Takes Time – 3- 5 years 10/19/201040The Keeley Group - Northland Foundation

Tips The Rule of 3 Avoid Cold Calls Do Your Math – how much per client, per service, per outcome Rule of Thumb: Expect to spend 1/3 of your nonprofit expenses on fundraising 10/19/201041The Keeley Group - Northland Foundation

Brainstorming Is Not Planning 10/19/2010The Keeley Group - Northland Foundation42

Earned Income Fees Selling Product or Service Process Feasibility Study Target Market Can you make money? What does it take to start? 10/19/2010The Keeley Group - Northland Foundation43

Business Plan Description Product/Services Target Market Competitive Analysis Marketing Strategies Management Financial Projections 10/19/2010The Keeley Group - Northland Foundation44

Resources mples/samples.htm mples/samples.htm /19/201045The Keeley Group - Northland Foundation