1. Raising Funds in a Multicultural Environment
NCDC Conference 2017
Raising Funds in a Multicultural Environment

2. Welcome
José F. González, CFRE
Kathleen Ash
Executive Director Catholic Education Foundation Archdiocese of Los Angeles
Director of Development Catholic Education Foundation Archdiocese of Los Angeles

3. Our room’s landscape
Let’s take a moment to share who we are so we can understand our audience.

4. Giving you our context Archdiocese of Los Angeles
Largest Diocese in the United States
Three counties of California: Santa Barbara, Ventura, and Los Angeles
Covers over 8,700 square miles
Catholic constituency of 5 million people
Over 260 schools with over 80,000 students, 3rd largest in California
72 distinct ethnic communities
Sunday Mass offered in 41 different languages

5. Giving you our context, cont.
Catholic Education Foundation
30 years of service to the community
Over $175 million dollars and 162,000 students funded to date
2016: over 16,000 applications processed
2016: $13.3 million in tuition awards given
CEF scholars are in 4 out of 5 Catholic schools in the Archdiocese

6. Understanding the Constituency
Strategy #1
Understanding the Constituency

7. Our Marketplace-$390 Billion
2017 Giving USA Report

8. Our Marketplace
Giving to religion increased 3.0 percent (1.8 percent adjusted for inflation), with an estimated $ billion in contributions.
Giving to public-society benefit organizations increased by an estimated 3.7 percent (2.5 percent adjusted for inflation) to $29.89 billion.
Giving to education is estimated to have increased 3.6 percent (2.3 percent adjusted for inflation) to $59.77 billion.
Giving to arts, culture, and humanities is estimated to have increased 6.4 percent (5.1 percent adjusted for inflation) to $18.21 billion.
Giving to human services increased by an estimated 4.0 percent (2.7 percent adjusted for inflation), totaling $46.80 billion.
Giving to international affairs is estimated to be $22.03 billion in 2016, an increase of 5.8 percent (4.6 percent adjusted for inflation).
Giving to foundations is estimated to have increased by 3.1 percent (1.8 percent adjusted for inflation), rising to $40.56 billion.
Giving to environment and animal organizations is estimated to have increased 7.2 percent (5.8 percent adjusted for inflation) to $11.05 billion.
Giving to health organizations is estimated to have increased by 5.7 percent (4.4 percent adjusted for inflation), to $33.14 billion.
2017 Giving USA Report

9. Our Marketplace
2017 Giving USA Report

10. Our Marketplace
2016 Blackbaud Institute for Philanthropic Impact

11. (Fill in the blank) doesn’t give to this or that
De-Bunking Myths
(Fill in the blank) doesn’t give to this or that
Talk about segmentation. What we currently segment by. Ask room if any segment by ethnicity.

12. What we know
The impulse to help those in need is universal. Majorities across all sub-groups believe it is important to support nonprofit organizations. Roughly one in three donate time as well as money by volunteering.
Religion and faith are both drivers and indicators of giving. Religious organizations capture a significant proportion of all money donated. Moreover, donors who report being actively engaged in a faith community are more likely to give—and to give more—to the full spectrum of nonprofits and causes.
Wealthier individuals donate more in absolute terms than those with mid-level or lower incomes. Analysis suggests that household income is a primary predictor of how much individuals give regardless of race or ethnicity. This is based on total amount donated, as opposed to percentage of income donated. Other studies suggest that middle and lower income donors generally donate a higher percentage of their income than wealthier individuals.
2016 Blackbaud Institute for Philanthropic Impact

13. What we know
2016 Blackbaud Institute for Philanthropic Impact

14. What we know
2016 Blackbaud Institute for Philanthropic Impact

15. What we know
2016 Blackbaud Institute for Philanthropic Impact

16. Strategy #2
Mission Focus

17. Does everyone understand the mission?
There is a difference between reciting the mission and living the mission.
What does your team do? Are you on the same page?
Talk about segmentation. What we currently segment by. Ask room if any segment by ethnicity.

18. Mission vs Message
A mission is fixed. A message can (and should) be constantly revised to address the audience.
Our messaging can be broad or it can be focused on one thing. A mission is usually not flexible.
Our message serves to connect our audience with our mission.
People need clear messaging. We are more attuned to sharing a message than reciting a mission statement.
Always keep your audience in mind.

19. Rationale and Funding Plan
Your messaging predisposes the rationale for gift giving.
Are you prepared to answer, ”How can I help?”
Think about specific areas of your mission that can relate to the specific cultural needs of your clients and your constituents.
Show the impact of how investment in this area will improve your mission. People want to see impact, not get hit with only need.
Put the plan and the numbers on a page. If you have trouble explaining the plan and the number, it’s too much.
Work off the KISS principal…Keep it Simple…

20. Use of Language
Being multi-lingual is not enough. Translations are an art and cannot be done word for word.
Translations often leave out nuances that when translated make no sense outside of the original context.
Audience first. Tie the message back to the specific areas of interest. Share the story with them.
Be genuine. People know when something is not that. Both in person and in your writing style.
Consistency is the name of the game. It builds your relationship.

21. Relationships
The constituent/donor is 99% of the value of the relationship.
Authentic effort. People need to know that you are not just there to get something from them.
Active listening. God gave us one mouth and two ears. If you do this right, it will give you all the information you need. Invest time and energy in this practice.
Sometimes it’s easier to get the gift than to get the visit.
Get out! You can’t cultivate a field or a relationship from behind a desk.

22. Strategy #3
Executing the Plan

23. What does your team look like?

24. What does your team look like?

25. Team Centered
Get everyone on the team on the same page. Everyone should be an active participant in the need to understand how new constituencies will be communicated with.
Create within your team a culture of giving. We have 100% giving from every staff member. The dollar amount doesn’t matter here, what matters is the intent.
Get your supporters and natural partners around the table and have the same conversation with team. Especially board members and volunteers.

26. Executing Strategy 1&2
Try different things. The same approach yields the same result. This requires you to take a leap of faith.
The answer is always no if you don’t ask. Be intentional and honest in your conversation. The donor will always tell you what you need to hear. Don’t go into a visit with a preconceived notion.
Ask for feedback and listen some more. Especially while cultivating diverse groups, you will not get insight if you don’t practice active listening.
Don’t be afraid of change. Adaptation is key to success.

27. Three Simple Rules
Listen
Immerse Yourself
Be Genuine

28. Questions & Answers How can we help you?
Talk about segmentation. What we currently segment by. Ask room if any segment by ethnicity.

29. Thank You and God Bless!