Real money. Real people. Real change. Creating an Upgrading Team: Presenter: Kim Klein Sponsored by: Kansas Health Foundation

Presenter: Kim Klein Kim is the author of Fundraising for Social Change and Reliable Fundraising in Unreliable Times. She co-founded The Grassroots Fundraising Journal in She is a lecturer at UC Berkeley’s School of Social Welfare, and has taught fundraising in all 50 states and 21 other countries. She is on the board of the California Association of Nonprofits. Klein and Roth Consulting helps organizations build strong fundraising programs that are mission-driven. We provide practical, hands-on advice on how to build a broad base of individual donors, grounded in social justice values. kleinandroth.com

Goals for our time together: You will expand your knowledge about:  What upgrading means  Who is a prospect for an “upgrade”  Several upgrading methods  How to build a team of people who like this strategy kleinandroth.com

 Are most people: 70% of adults  Give to 5-10 organizations each year  Equal numbers of men and women  60% of money given comes from families with incomes of $90,000 and under  # 1 reason people give: someone asked them kleinandroth.com

Strong acquisition rate: 1% Strong conversion rate: 40% Strong retention rate: 70% kleinandroth.com

Acquire Donors (Impulse) Retain Donors (Habit) Upgrade Donors (Thoughtful) The Most Thoughtful Gift (Bequest) kleinandroth.com

Comparing Strategies: TIME IN Strategy Personal: Face to face asking Phone Call Letter or Less personal: Phone-a-Thon Direct Mail (Acquisition) On-line Special Events MONEY OUT Response Rate 50% 25% 10-15% 5%.5-1% Varies kleinandroth.com

“ This is one of the organizations I support” “I like this organization a lot” “This is one of my top three giving priorities” kleinandroth.com

 Almost everyone can give more  We don’t who will or can until we ask  Even people who don’t increase their giving become more thoughtful about their current giving  Not asking for an upgrade will cause some donors to stop giving altogether kleinandroth.com

Any donor who has: Given 3-4 times Given consistently for several years Given larger than usual gifts ($50-$250) Given odd amounts ($65.34, $91, $73) kleinandroth.com

Donors who: someone in your organization thinks could give more (based on good evidence) Have shown interest in a particular program, sometimes by making a larger gift to that appeal Are major donors to a similar organization kleinandroth.com

The job of the “upgrade” team: Focus on moving current donors to more engagement:  Making larger gifts  Volunteering  Finding other donors kleinandroth.com

What makes a good fundraising team? Clear expectations Meaningful work Time off Honest discussion kleinandroth.com

 Former board and staff  Long time board members or volunteers  People who have recently upgraded their own gift  Recently retired professionals  People who don’t want to ask friends kleinandroth.com

All team members are asked to:  upgrade their own giving.  personally ask others to increase their giving. Specifically, each team member should ask ## people a week for (period of time) Some team members are also asked to:  provide names of prospects  help create the message for donors  help thank donors for their gifts kleinandroth.com

Sent promptly Personalized Content changes every two months Remember: The thank you note is the one thing donors will read—don’t waste that opportunity kleinandroth.com

Surveys Phone to thank the donor Ask for volunteers Seek new board members Get advice Focus groups Thank you events, such as tours of your facility kleinandroth.com

Donors can be asked for money four times a year, as long as:  You thank them for what they have already done  Each appeal educates donors about an aspect of your program  Use language like “extra”, “stretch”, “in addition” etc. kleinandroth.com

Letter, with photo : This is a photo of me being able to use the Community Center for the first time. We have one more ramp to go, and want to put it in before winter. Can you help? Mary Sandoval, Community Member kleinandroth.com

Steps in asking: kleinandroth.com

Dear Fran and Ellery, Hope all is well …. Last time I saw you, I was leaving for a meeting with the Rural Alliance Against Violence Initiative (RAAVI) and you told me you were donors to that. I am writing today for two reasons: one—it is because of people like you that we have created a comprehensive approach to addressing domestic violence which is already having great success. But, we need to do more. Bottom line: we need to raise an extra $50,000 this year. As a member of the board, I have given an extra $1,000 to the organization, and have committed myself to raise $5,000. Would you two be open to talking about increasing your gift this year? I’d like to talk with you about what the money would be used for, as well as more personally ask you to become a bigger part of our organization. I will call you in a few days to see when we can get together. Best, Susanna kleinandroth.com

Dear Ms. Peters, You have been a generous donor to our work for educational equity for the past several years. Let me say again how much we appreciate your commitment. As you may know from reading our newsletter, we are embarking on an ambitious campaign to expand our work into four more counties. We hope to form at least three more chapters of Quality Education for Everyone, which will allow us to work in at least 20 more schools. I’d like to make a time to talk with you to discuss whether you might be able to increase your donation this year to help us with that expansion. Although we don’t know each other, I think we have in common a deep commitment to making our public schools the best they can be for ALL students. I would very much enjoy meeting you, if you have time. I’ll call you in the next few days to see if we can find a time to talk. If it is more convenient, feel free to call my cell: , or reply to this . Becky Morrison, Board member kleinandroth.com

Donors have a lot going on in their lives, and they put down your letter or they delete your . REMEMBER: Forgetting about your organization is not “no.” NO is short for “Not now.” kleinandroth.com

Have ready:  Opening sentence  Message for VM  Most exciting thing about the project  Where are you toward the goal?  How much do you want?

Have ready: Stories Statistics Philosophical reasons why this is important Responses to common objections Budget and fundraising success so far Keep in mind:  The donor/s agreed to see you  They are going to give the money somewhere

Ask questions kleinandroth.com

If a donor agrees to give more, your organization agrees to give him or her more attention You will need to be thoughtful in return: Personal notes on letters Occasional phone call Requests for advice or time kleinandroth.com

 Order your list as follows:  Prospects most likely to say yes to a big gift  Prospects most likely to say yes to something  Prospects who could say anything --Set a time each week to call two people, starting at the top of your list kleinandroth.com

Magazine and e-newsletter Grassroots Fundraising Journal Books by Kim Klein Reliable Fundraising in Unreliable Times Fundraising for Social Change Other recommended books: Working Across Generations by Robby Rodriquez, Frances Kunreuther and Helen Kim Accidental Fundraiser by Stephanie Roth and Mimi Ho Order from or your local bookstore kleinandroth.com

Kim Klein x306 kleinandroth.com