1. How Fundraising Plans Help Build Relationships, Raise More Money and
Stay True to Mission
With Kim Klein
Real money. Real people. Real change.

2. About the Presenter
Kim Klein is the author of five books, including the classic text, Fundraising for Social Change, recently released in a SEVENTH edition. She also wrote Reliable Fundraising in Unreliable Times, which won the McAdam Book Award in She has provided training and consultation in all 50 United States, five Canadian provinces and 21 other countries. She is a lecturer at the School of Social Welfare at the University of California, Berkeley, and has served as guest faculty at the Haas School of Business at UC Berkeley and Concordia University in Montreal. Kim co-founded the Grassroots Fundraising Journal in 1981.

3. Plans Are Built on a Foundation

4. Sources of Revenue TOTAL $1.4 trillion
Earned Income: 50% Government: 32% Philanthropy: 13% Investment Income: 5%

5. Philanthropic Giving: 2015
TOTAL GIVING:  $ billion
Individuals:   $264.58      72%
Bequests:                  8%
Foundations         15%
Corporations            5%
Source: Giving USA

6. The People Who Give: Most people: 70% of adults give away $$
Give to 5-10 organizations each year, most of which are fairly similar.
Equal numbers of men and women.
# 1 reason people make a donation: someone asked them.
#1 reason people don’t give: they say they were not asked.

7. Move into an “EXCHANGE” Frame
Go from this:
“Please, please, please…”
To this:
“I think you would be interested….”

8. The Purpose of Fundraising is to Build Relationships
Invite a legacy gift (bequest): information repeated over time in various ways.
Invite the donor to give thoughtfully: (personal calls, visits, personal asking)
Invite the donor to give over and over: mail, phone, e-alerts, signature events, personal notes on letters, thank you notes
Invite the first gift: (mail, on-line, special events, thank yous)

9. Plans Start with Evaluation

10. Evaluating your Relationship Building Efforts
1. We invite people to make their first gift through: (ie events, direct mail, door to door, on-line) 2. We invite people to give a second, third, fourth gift by: (ie thank you notes, newsletter, fall appeal, gala) 3. We ask people to consider increasing their gift by: (ie upgrading campaigns)

11. Know What You Need to Raise

12. Questions to Establish Goals
How much money do you need to raise from individuals in this time period?
How many new donors do you want?
How many donors can you expect to renew their gifts? How much $$ is that?
Which donors will be asked to increase their gifts?

13. Changing Donor Pyramid

14. A Simple Chart Goal: $50,000 # of gifts size # of prospects* 2 $5000 8$ $ $ $ $
76 gifts X = 152 prospects
*You will need 2 times the number of prospects as the number of gifts

15. Gift Range Chart: $200,000 Lead gifts: 1 gift @ $25,000 $ 25,000
Total lead gifts $ 65,000
Other gifts: 
5, $50,000
2, ,000
1, ,000
,000
,000
Rest various 20,000
Subtotal $135,000  

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

17. The most likely giver is someone who has given already
Send a thank you note within 72 hours
Record the donation in a database
Personalize whenever possible
Send the donor some kind of information at least 3 times a year
Use social media appropriately
Keep your website up to date

18. Do You Have the Right Mix?
Sources/Strategies
Social media
Religious
Major Donors
Members
House parties
Fees/Products
Foundations
Board and Volunteers

19. How are you building skills of your board and volunteers?
Planned Gifts
Heading Major
Gifts Team
Soliciting large gifts as part of a team
Asking donors likely to say yes; working on a campaign
Meaningful but not scary fundraising tasks

20. Every Board Needs:
A way for every board member to participate. Some people:
will ask for money and some won’t
love events, and some don’t
enjoy working alone, others in teams
prefer approaching strangers
prefer working with institutions
Who are you?
Is your board balanced amongst all the styles?

21. Every Board Member Should be Able To:
State a one sentence, easy to remember mission or vision statement
Name three important accomplishments from the previous year
Name three goals for the current year
Know the total budget and some budget detail
Talk about how the organization raises $.

22. How well is your board doing?

23. One Thing Will Never Change: Personal face to face asking
Standard Slide
Nothing takes the place of face to face asking

24. Tips on asking
Success is asking

25. 2. Be OK with no

26. 3. Focus on what you believe,
not what you fear.

27. 4. You don’t have to ask everyone

28. Identifying Prospects
Ability: Gives away money Belief: Cares about this cause or something similar Contact: How you know A and B is that you or someone you trust knows the prospect. You have access to this person.

29. Set a goal for yourself
Example: $10,000 Need: 10 at $1,000 Or 1 at $5,000 1 at 2,000 3 at 1,000 Need 3X as many prospects as gifts.

30. Break it down into small bites:
Create a chart of possible prospects:
Name Relationship Gives $ Cares? Ask for: 1. 2. 3. 4. 5.

31. Make a list, work the list
Create a chart of possible prospects:
Name Relationship Gives $ Cares? Ask for:
Max ex-boyfriend never hardly time of day
Mary cousin Yes yes $150
Jose friend Yes lobbyist houseparty
Susan colleague ?? Sort of comedy night
Georgia book club Yes probably not book fair?
Milagros neighbor Yes definitely $500
Tiffany best friend Yes already gives? $1,000

32. Steps in asking:
kleinandroth.com

33. Preparation Have ready: Stories Statistics, including comparisons
Philosophical reasons why this is important
Responses to common objections and questions
Budget and fundraising success so far

34. Don’t do all the talking…
Ask different types of questions:
How did you first hear about us ?
How long have you lived here?
How is that donut shop that just opened?
What is most compelling about this issue to you?

35. Tell Your Own Story
I got involved in this because…. The most surprising thing to me about this issue is…. I loved meeting people who have been giving for a long time because…. I have a dog, too….

36. The CLOSE

37. Elements of a Successful Donor Program
What’s Working/ What’s in Place
What Needs to Change/Improve
Next Steps
Compelling Sense of Exchange
(Why should someone make a donation to your organization?)
Willingness to ask for money (Do you have people to ask and people willing to ask them?) 37

38. What’s Working/ What’s in Place What Needs to Change/Improve
Next Steps
Strategies for
Building
Relationships:
Acquiring, Retaining, Upgrading
Team of People Involved
(Board, Volunteers, Staff) 38

39. What’s Working/ What’s in Place What Needs to Change/Improve
Next Steps
Fundraising Goals
(SMART)
Infrastructure & Technology
(Database, systems, shared knowledge) 39

40. LEAD PERSON RESPONSIBLE
Fundraising Plan for ___________________________ January – December, 2017
STRATEGY
GOALS
Audience or
Prospects
WHEN
LEAD PERSON RESPONSIBLE
Role of Board
Comments

41. Summary of Planning Elements
Start with what you most need
Pick a strategy
Set a goal: break this down by season, strategy, or program
Create materials as needed
Recruit and train volunteers
Evaluate and move to your next need, i.e. return to #1.

42. Helpful Resources from Kim Klein
Magazine and e-newsletter Grassroots Fundraising Journal Books by Kim Klein Fundraising for Social Change, Seventh Edition Reliable Fundraising in Unreliable Times Sign up for our free e-newsletter: