1. From Cook to Master Chef
~ CFRE and global fundraising knowledge
Sharilyn Hale, M.A., CFRE
KAFP Mombasa, Kenya November 2010

2. Objectives of the session
View yourself as key member of a global profession
Understand certification and role of CFRE
Know the framework of the core body of fundraising knowledge
Appreciate the strengths and differences of the fundraising profession in Kenya
Consider how CFRE can enhance your practice and fit in to your career goals

3. We are members of a global profession
Six Markers of a Profession
Public service and altruism
Identified body of knowledge + emphasis on experience
Associations (e.g. KAFP)
Continuing education and research
Adoption/adherence to a code of ethics
Self regulated through certification or testing

4. Appetizer
About Certification and CFRE

5. CFRE International
CFRE International is endorsed by 23 fundraising associations/organizations, including KAFP
Currently 5,400 CFRE’s globally
CFRE tests what fundraisers say other good fundraisers should know and do
CFRE is itself accredited by the National Commission for Certifying Agencies

6. What is Certification?
Certification is a voluntary process to recognise individuals for meeting standards set by a third party
Certification assures the public that an individual demonstrates specific knowledge required of a practitioner at a certain level.
Academic degrees and educational certificates do not certify demonstrated knowledge of professional practitioners.
Typically, certification is more strenuous than licensure.

7. Certification vs. Certificate
Results from an assessment process
For individuals
Typically requires professional experience
Indicates mastery of knowledge usually assessed through an exam
Awarded by third-party, standard-setting organisation
Results from an educational process
For individuals
For newcomers and experienced professionals
Indicates completion of a course or series of courses with a specific focus
Awarded by educational programmes or institutions

8. Certification vs. Certificate
Standards set by a thorough, defensible, industry-wide process resulting in outline of required knowledge or skills
Typically results in a designation to use after one’s name (CFRE, CFP, APRA)
Has on-going requirements in order to maintain;
Course content set a variety of ways (dean, faculty, instructor)
Usually listed on a resume detailing education; may issue a document to hang on the wall
Is the end result; demonstrates knowledge of course content at the end of a set period in time

9. CFRE Certification Benefits fundraisers and the fundraising profession
Setting CFRE as a goal offers a useful road map for professional development
CFRE is a mark of mastered knowledge
CFRE’s earn more money and advance more quickly
Demonstrates commitment to knowledge and high standards of practice

10. CFRE Process Certification
Application that meets eligibility requirements
5 years paid full time employment as fundraiser
Education and professional development
Evidence of funds raised
Personal volunteerism
Examination
Re-certification (required every 3 years)
Application that meets recertification standards

11. Main Course
The Job Analysis Global Fundraising Buffet

12. The CFRE Job Analysis
Survey conducted every 5-6 years to ensure ongoing relevance and credibility of exam (1997, 2003, 2009)
Identifies what is essential to professional fundraising practice
Framework for examination and content
Compare and evaluate practice (across countries and demographics) 12

13. Survey Stats at a Glance
8 countries and 3 languages
Australia, Canada, UK, US, NZ
Kenya, Italy (Italian), Brazil (Portuguese)
Survey was 50% CFRE’s and 50% non-CFRE’s
1,000 fundraisers involved
25% response rate (18-25% is avg)
6 domains, 32 tasks,
108 knowledge statements 13

14. A Global Inquiry
In 2009, CFRE’s survey asked 3,000+ fundraisers around the globe:
what do you do as a fundraiser?
how often do you do it?
what must you know to be able to do it well?
what trends do you see coming in the next 5 years?
250 members of KAFP were invited to participate in the survey

15. Kenyan Fundraiser Profile
Majority male
62% male. This compares to 70% female for the balance of the sample.
Youthful
63% were younger than 45 years. This compares to 70% being over 45 years for the balance of the sample.
New to fundraising
Average of 5 years experience as a full time professional fundraiser. 67% had ten years or less. This compares to an average of 17 years, and 74% having more than ten years experience for the balance of the sample.
Middle management
42% work at the middle management level. This compares to 46% of the balance of the sample who work at the senior management level.
Work in small teams
- 40% reported working in organizations with fewer than five fundraisers. This compares to 42% who work with teams of five+.
Faith based organizations or causes
20% work for religious causes, with 16% each working for education or public benefit organizations. This compares to the larger sample with 26% being consultants, and 20% for health and education causes. 15

16. From Kenya to Canada... the 6 domains of fundraising a CFRE must master
Current and prospective donor research
Securing the gift
Relationship building
Volunteer involvement
Leadership and management
Ethics and accountability
CFRE’s Test Content Outline provides more detail

17. Domains in order of… Importance Time Spent Relationship Building
Securing the Gift
Ethics & Accountability
Leadership & Management
Current & Prospective Donor Research
Volunteer Involvement
Relationship Building
Leadership & Management
Securing the Gift
Ethics & Accountability
Current & Prospective Donor Research
Volunteer Involvement

18. What did we learn? Commonalities are greater than differences
Global stability of professional knowledge and practice
Commonalities are greater than differences
Most commonality: Ethics & Accountability
Most difference: Current & Prospective Donor Research
Relationship Building and Ethics & Accountability emphasized and rated higher than in 2003
Maturity of profession
Established (Australia, Canada, NZ, US, UK)
Emerging (Kenya, Brazil, Italy) 18

19. What do you do as a fundraiser?19

20. Most Common Fundraising Tasks across the World
1.1 Develop a list of prospective donors by identifying individuals and groups who have the capacity and propensity to give, in order to qualify them for further research and cultivation efforts.
2.5 Ask for and secure gifts from prospects in order to generate financial support for the organization’s purpose.
3.4 Acknowledge and recognize gifts in ways that are meaningful to donors and appropriate to the mission and values of the organization.
6.1 Ensure that all fundraising activities are conducted in accordance with ethical principles and standards. 20

21. Fundraising strengths in regions with an emerging profession (like Kenya)
Greater engagement in grants, social media, direct marketing, events and for-profit activities
Greater usage of electronic and social media in relationship building with constituents
More fundraisers under age 40
High ratings of frequency and importance in the Ethics & Accountability domain

22. Fundraising differences in regions with an emerging profession (like Kenya)
Less engagement in major gift/campaign fundraising
Lower rates of usage and management of volunteers
Gaps reported between having or not having certain knowledge, and applying the knowledge
Data management and analysis
Prospect research
Program evaluation, assessment and measurement

23. Kenyan responses about trends in fundraising…2009-2013
Growing acceptance of fundraising as a profession, and increasing demand for fundraisers
More professionalism will promote enhanced ethics and accountability in fundraising
CFRE certification will enhance standards and professionalism
Need for more educational programs and opportunities to support training and development of fundraisers
Increasing competition for fundraising dollars requiring more skilled fundraisers

24. Other identified trends
Increasing use of technology and digital media
Less corporate support, more focus on individual donors
Increasing donor expectations for accountability and engagement
Impact of generational shifts/changes (donors & fundraisers)
Blurring of sectors (non-profit, for profit, public), e.g. social entrepreneurship
Anticipated short and long term impact of economic downturn 24

25. Dessert
CFRE and you

26. Checking in….
Is the CFRE Test Content Outline relevant and useful for fundraisers in your region?
Are there areas of your knowledge and practice you feel you could develop?
What can you and your colleagues teach fundraisers in other parts of the world? What can you learn from them?
What trends do you see ahead and how can fundraisers and Associations in your region respond?

27. CFRE and KAFP A CFRE Participating/Endorsing organization
CFRE Approved Provider program for professional development
Access to resources and research

28. CFRE and you! Your next career goal
Commitment to life long learning and to your profession
Using the Test Content Outline and resource list as professional development guides
Visit

29. Objectives of the session
View yourself as key member of a global profession
Understand certification and role of CFRE
Know the framework of the core body of fundraising knowledge
Appreciate the strengths and differences of the fundraising profession in Kenya
Consider how CFRE can enhance your practice and fit in to your career goals

30. Questions and Discussion

31. For more information: Contact CFRE International
Dr. Denny Smith, CEO
Contact Sharilyn Hale, CFRE
Toronto Canada