acsc power-point-slides

YMCA of the USA

1

Upon completion of this module, you will be able to:◦ Apply the stewardship of the mission and philanthropic culture

while protecting the YMCA’s charitable non-profit status ◦ Explain reasons the YMCA needs to raise charitable income on

an annual basis◦ Interpret the elements of fundraising success ◦ Describe the YMCA volunteer-driven, staff-supported annual

campaign model◦ Explain the roles of staff and volunteers in the year-round

campaign effort◦ Explain how the campaign strengthens relationships with YMCA

members (N/A for Board Overview)

2

Activities should be focused on developing a feeling of belonging

Membership = all the families, adults and children who participate in any YMCA program

YMCA Membership Characteristics = Sense I belong here

3

YMCAs meet challenges in their communities YMCAs positively impact Americans of all ages YMCAs are committed to carry out our mission

through all economic conditions

4

Holistic development of children and youth Family strengthening Health and well-being for all

5

Build fundraising capacity of each local YMCA Increase our programmatic reach Raise awareness of the YMCA’s impact

6

It’s the right thing to do to:◦ Ensure your YMCA’s future community impact◦ Adhere to our obligations as a 501.c.3 charitable not-for-

profit corporation ◦ Build and sustain a philanthropic culture by engaging the

membership in helping their community

7

Deliver programs which impact community issues Quickly respond to changing needs of your

community Secure a solid financial foundation for the future

8

Demonstrate community benefit◦ Build our philanthropic reputation in the community◦ The ratio of contributed income to annual operating

income meets or exceeds 15%

9

General Contributions…....................... 1.3% Annual Campaign……………………… 3.4% Special Events…………………………. 1.0% United Way……………………………... 1.5% Foundation Grants……………………... 1.6% Endowment Transfers to Operations…. 0.9%

Total 9.7%

947 YMCA’s Reporting2007 Data

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Develops a loyal donor/membership base Develops committed volunteer/staff leadership Provides relationships to secure future funding Positions your YMCA as a premier charitable

organization Members make a difference in a meaningful way

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Believe programs make an impact Are personally involved Personal satisfaction Wish to repay a previous debt Desire to be recognized or set example Wish to make their community a better place Respect the person who asks for a gift Wish to receive a tax deduction

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CommunityNeed

YMCA Program•Resources

Identify Investors•Volunteers

•Donors

Assign Relationships

BuildPassion

Ask

PromptAcknowledgement

MeaningfulThank You

Report Back

DetermineDonor’s Interest

Plan NextStep

Set the direction to meet the community needs Provide oversight of plan accomplishment Resources are available to carry out mission/plan

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Position for Fundraising Success:◦ Operationally stable with financial integrity◦ Invest in resources ◦ Follow financial development best practices◦ Conduct a best practices Annual Community Support

Campaign

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Lives of children, families and individuals impacted Board views philanthropy as a top priority Leadership and staff view philanthropy as an

essential part of YMCA culture YMCA positioned as a preferred charitable

organization Intentional Donor-centered development program Giving is a satisfying experience

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Provides opportunity to share our impact in communities

Provides funding to maintain/expand programs Provides funding to assist participants Fosters the sense the YMCA is their YMCA Strengthen the YMCA Volunteer partnership Provides an opportunity for members to invest in

their values Members practice health-enhancing value of

philanthropy

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Secures community investment Provides an opportunity to discover and develop

leadership and personal skills Provides an opportunity to increase their circle of

networks and friends Creates greater understanding of the wide scope

and impact of YMCA programs

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If 5-15% of goal, five essential factors are present: 1. Efficient and effective day-to-day management2. Committed leadership from Board and membership 3. Volunteer campaigners 4. Membership that feels a sense of YMCA ownership5. Committed well-organized professional staff

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A process that yields significant resources A process of members asking members A program that fulfills our mission A program where staff support volunteers

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Board Leadership Campaign Staff Campaign Chair’s Round Table ($1,000+) Member Involvement Teams

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Board

Teams Chair

Campaign Chair

Spirit Chair

Campaign Steering Committee

CRT Chair

Board Solicitation Committee

Major Gifts Committee

Fund Raising Event

Additional Appeal

Financial Development Committee

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CRT Chair

Committee Member

Vice Chair

Committee Member

Committee Member

Committee Member

Committee Member

Vice Chair

Committee Member

Committee Member

Committee Member

Committee Member

Vice Chair

Committee Member

Committee Member

Committee Member

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Teams Chair

Division Leaders (4-6)

Section Leader

Team Captains (4)

Campaigners (4)

Section Leader

Team Captains (4)

Campaigners (4)

Division Leaders (4-6)

Giving by board members is not optional 100% Board giving is essential Board should give 15 -20% of the total raised Board campaign leadership is essential

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Plans and manages the campaign Leads, directs, trains Oversees development of a written plan Follows best practices for the campaign Assures success and satisfaction for all involved Accountable for the overall campaign success

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Receive staff’s campaign recommendations Interpret the YMCA's need for campaigners and

contributed support Recruit and supervise campaigners Raise contributed funds Assist with planning and execution Make their own meaningful gift

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Draft the general plan Prepare the case and supporting materials Prepare a screened list of campaigner and donor

prospects Conduct training Organize office mechanics Make the campaign a rewarding experience Support and motivate volunteers

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Timing:◦ 12 month attention and focus◦ 4-6 week public phase

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Use Activity Worksheet 1 – Campaign Effectiveness◦ Step 1 – Rate current campaign◦ Step 2 – Determine what you want your campaign to

accomplish◦ Step 3 – Identify challenges

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Inadequate Board participation Incomplete prospect list Improper assignment of prospects Poorly trained campaigners Poorly planned report meetings

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Faulty campaigner recruiting and training Leadership does not motivate or inspire others Inadequate case interpretation Inadequate campaign records and evaluation

process Lack of commitment by top campaign leadership Gifts based on relationship with solicitor only

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Clear, mission-driven case for support Board and leadership staff view philanthropy a

top priority YMCA is a preferred partner for charitable

investment Large and diverse group of donors Intentional donor-centered fundraising program Giving is a satisfying experience

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Having positive program experiences They feel a part of the YMCA community Knowing the community-at-large will benefit Being asked to give by someone they know Using “Listen First” in all interactions Demonstrating how donations are put to work

34

What we covered:◦ Apply the stewardship of the mission and philanthropic

culture while protecting the YMCA’s charitable non-profit status

◦ Explain reasons the YMCA needs to raise charitable income on an annual basis

◦ Interpret the elements of fundraising success ◦ Describe the YMCA volunteer-driven, staff-supported

annual campaign model◦ Explain the roles of staff and volunteers in the year-round

campaign effort◦ Explain how the campaign strengthens relationships with

YMCA members

35

Identify 3 key actions you are going to take when you get back to your YMCA

Identify a time-frame when you will accomplish those actions

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YMCA of the USA

1

Upon completion of this module, you will be able to:• Develop a clear case for support statement• Establish the need for a case to seek donations • Actively promote the YMCA‟s definition of charity• Explain your case for support statement to donors• Identify factors of an appealing case statement• Identify communication vehicles and channels to carry

the message of your case to potential donors

2

Do your Board and YMCA members truly understand the compelling need?

Board ownership drives community compassion!

3

The YMCA must do a better job of communicating the need for donations and emphasizing that membership fees are not

a substitute for donations.

4

Public awareness of the Y is dominated by “swim & gym” and other purchased services

YMCAs concentrate on doing mission-based work, rather than talking about it

Our tax exempt status is under fire

5

Words are powerful! The YMCA is a charitable not-for-profit community organization

Avoid the phrase “Membership Organization” Actively promote a definition of “charity”

6

Be careful in talking about “our mission work” Don‟t confuse case with mission Don‟t apologize for fitness/wellness

7

Promote your strongest case Advance the cost-effectiveness Emphasize that everyone has needs Quantify your broad base and service impact Emphasize community-wide impact Build your case around issues and results Show how your Y addresses today‟s big issues

8

Validate the reason for the campaign Unite the campaign leadership Articulate how contributions will be invested Synthesize compelling facts and figures Include both people goals and dollar goals Provide an urgency

9

Serve as the basis for campaign public relations Consistent messaging Visionary and action-oriented Justifies need for charitable contributions Inspires the donors

10

Review the sample appeals Evaluate the appeals and decide:

• Which would you give to? Why?• Who would you give a larger gift to? Why?

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The appeal must be bigger than the organization It must stress opportunities It must be urgent It must feature a broad appeal It must be supportable There must be current interest It must be logical, inspiring and obtainable Finally, it must be brief

12

Make it meaningful Establish the organization‟s mission Tell your donors how they can make a difference Focus on the needs of the program participants –

not features of the program Include stories on how individuals have benefited Include the benefits to the community

13

States the uniqueness of the YMCA in your community

Tells where are the funds coming from States when funding is needed Motivates campaigners and donors Excites members and donors to action

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Is focused and clear Relevant to community needs Is easy to grasp Evokes emotion Is supportable and logical Is donor-focused

15

State 2-3 community needs Determine subsidy and financial assistance Inform your audience how their donation will be

spent Get your donor involved

16

Emphasize the organization‟s strategic vision Briefly restate the mission Pitch a final „ask‟

End with a dollar summary of the campaign goal Include who to contact for questions and their

contact information

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Use Activity Worksheet 2 – Case For Support Statement• Step 1 – Identify a community issue • Step 2 – Develop a key message• Step 3 – Identify a story to tell• Step 4 – Write your case statement bullet points• Step 5 – Develop a story to present to the Rotary club

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Use Activity Worksheet 2 – Case For Support Statement• Step 6 – Review each other‟s case statement use “Factors of an Appealing Case” criteria covered earlier Identify areas for improvement Document the feedback you receive to use in preparing your

own case statement

19

Identify your audiences in priority order Create and share key messages Identify current YMCA communication

mechanisms Make sure your internal audience has it right “Borrow from the best” Determine your best third-party Determine who will enforce the communications

calendar

20

2 audiences:• Internal audience = members, volunteers and staff• External audience = prospective donors

Develop strategies to get the message out Communication strategies must convey the YMCA

as a community organization in need of charitable donations

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During board member and staff recruitment At time of joining At new member, staff and board member

orientations In regular newsletters Community events Presentations by YMCA leaders at programs and

events

22

How YMCA programs have helped:• Children and youth deepen positive values, their

commitment to service and their motivation to learn• Families build stronger bonds, achieve greater work/life

balance and become more engaged with their communities

• Individuals strengthen their spiritual, mental and physical well being

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Welcome-to-the-YMCA materials Campaign volunteer communications Member and participant communications Donor newsletters Personal letters to donors Press releases

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Public service announcements Program visits Special Events Bulletin Boards Reader Boards

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What we covered:• Explain the importance of having a clear, concise case

statement• List the questions a case for support should answer• Write an inspirational case statement to support your

Annual Community Support Campaign fundraising priorities

• Understand how to develop a year round communication plan utilizing different methods to articulate a clear mission-driven case for support

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YMCA of the USA

1

Upon completion of this module, you will be able to:◦ Assess strengths and weaknesses of current Annual

Community Support Campaign◦ Develop the metrics that will be tracked on an annual

basis to measure progress◦ Determine strategies for Board commitment and buy-in

to conduct a proven practice board solicitation.◦ Utilize process of goal and plan approval to get board

buy-in for best practice campaign process

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4


5


6


7

8

Board

Member Involvement Teams Chair

Campaign Chair

Spirit Chair


CRT Chair



Fund Raising Event

Additional Appeal


9

Annually review the overall campaign effort Examine what works, how next year can be better Discover what practices need to change Involve volunteers in developing improvements

Measure success more than money raised Build strategies for sustainability Provides milestones for celebration Determine areas that need strengthening

10

Use Activity Worksheet 1 – Sample Assessment ◦ Step 1: Review and discuss a sample assessment◦ Step 2: Identify strengths of the campaign◦ Step 3: Identify weaknesses of the campaign◦ Step 4: Pick two success indicators to focus on◦ Step 5: Why these two success indicators?

11

Use Activity Worksheet 2 – My Campaign Assessment Part 1◦ Step 1: Identify two priority campaign success

indicators to work on next year.◦ Step 2: Why are these two success indicators

important?

12

Use Activity Worksheet 2 – My Campaign Assessment Part 2◦ Step 1: Rank Your Campaign Proven Practices Quickly rank 2 segments of your campaign using the Proven

Practices for Campaign Success 1, 2, 3 ranking system

13

Use Activity Worksheet 3 – Campaign Success Part 1 ◦ Step 1: Tracking Success Indicators Using the campaign success indicators, you will see on

the vertical axis Success Indicators and on the horizontal axis the Financial Development best practices listed.

In your assigned category place an X in the box that reflects which best practice area on the horizontal line could be partially measured by the success indicators on the vertical axis.

14

Use Activity Worksheet 3 – Campaign Success Part 2 ◦ Step 1: Success indicators I currently track◦ Step 2: Success indicators I will want track for the next

three years◦ Step 3: How I will collect information on these metrics

15

Inner family should be asked by peers Organized effort will yield greater dollars Donors ask if Board gives Increases commitment to YMCA Role model how board members should ask

others Make own gift first before asking Increases Board stature and self worth

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Step 1 Brief Board Chair and Executive Committee on benefits of the planStep 2 Present the plan to the Board Executive CommitteeStep 3 Present the plan to the board for review and approvalStep 4 Board Chair appoints Chair and members to Board Solicitation

Committee

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Step 5 Board Solicitation Committee meets to review its assignmentStep 6 Committee members begin personal contacts with board membersStep 7 Maintain momentum with regular reports to check progressStep 8 Announce the results

Involve key volunteers in major decision making Interpret for board members the importance of the

campaign and their involvement Recruit Campaign Leaders Provide an overview and interpretation to

campaigners Provide a backup to decision making

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• Purpose and Objectives

• Decision-Making Process

• Key Leadership

Functions

• Description of the

Campaign Organization

• Committee Functions

• Best Practices/ Keys to

success

• Goals/ success

indicators

• Action steps defining

strategies to achieve

campaign goals

• Organizational chart

• Calendar and chart of

work

• Job descriptions

• Expense budget

• Case Statement/

Interpretation Strategies

20

What we covered:◦ Assess strengths and weaknesses of current Annual

Community Support Campaign◦ Develop the metrics that will be tracked on an annual

basis to measure progress◦ Determine strategies for Board commitment and buy-in

to conduct a proven practice board solicitation.◦ Utilize process of goal and plan approval to get board

buy-in for best practice campaign process

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22

YMCA of the USA

1

Upon completion of this module, you will be able to:◦ Know how to utilize a team to develop or revise your

Annual Community Support Campaign plan◦ Develop campaign timeline and benchmark indicators◦ Describe how to identify and develop prospect lists for

campaign donors and campaign volunteers◦ Strategize ways to develop and implement a year

round donor development plan ◦ Develop and manage a campaign structure◦ Plan how to provide campaign volunteer

acknowledgement, education, support and inspiration

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4


5


6


7

8

Board


Campaign Chair

Spirit Chair


CRT Chair



Fund Raising Event

Additional Appeal


Recruit Chairs & Executive Committee Members Develop the format for the Campaign Plan Meet with campaign leaders to:

◦ Determine goals◦ Approve the campaign plan major strategies◦ Draft the case statement◦ Determine the internal theme for campaign volunteers◦ Determine ways to articulate the impact of charitable

donations before, during and after the campaign

9

Volunteers and staff together formulate policy Volunteers alone determine (approve) policy Staff execute policy Together they build the campaign case and plan The Board approves the campaign goal The staff Campaign Director oversees execution

of the campaign

10

Draft the campaign plan Prepare the case and supporting materials Prepare a screened list of campaigner and donor

prospects Conduct training Organize office mechanics Make the campaign a rewarding experience Motivate volunteers

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12

What Leadership Volunteers want:◦ Satisfaction from contributing to a worthy cause◦ To make a difference within their community◦ Help others less fortunate◦ To give back for the blessings they have received◦ Allegiance and respect for the person who recruited them◦ To network and meet new people◦ To be on a winning team

13

Campaign Chair Campaign Vice Chair Three or Four Appointed Board Members Board Chair Campaign Director/Assistant Campaign Director CRT and Member Involvement Teams Division

Organization ChairsPossibly: Previous Campaign Chairs Division Leaders Spirit Chair

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A high level of commitment to success Enthusiasm for the case Ability and willingness to give at a high level Generosity with his or her time Discipline and accountability

15

Write an acknowledgement letter Send an email or voice mail thank you message

the day the campaign volunteer is recruited Have those recruited fill out a campaign

commitment card Meeting hosted by campaign chair

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Case Organizational Structure & Position Descriptions Leadership Calendar Success Indicators Goal Pyramid of gifts needed Number of volunteers needed Budget Campaign Strategies & Proven practices

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Evaluation of previous campaign Development of plan strategies Recruitment Coaching staff and volunteers Asking Thanking donors in a meaningful way Reporting to donors and campaign volunteers

18

Raising funds during the summer is nearly impossible

Avoid major holiday conflicts Assure time demands don’t interfere with other

major events Avoid times donors/campaigners take extended

vacations Timing in fiscal year

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Benefits:◦ Leads to more successful campaigns ◦ What should get done today will get done today◦ Gives everyone a clear vision of the big picture

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Board Solicitation Staff Solicitation Chair’s Roundtable Member Involvement Teams Clean-up Evaluation

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Interpret the campaign case Describe the plan and the volunteers roles Discus ideal personality traits and skills needed for

the positions to be recruited◦ Commitment◦ Team Work◦ Power to influence

End with motivational words

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Evaluate/ recommend changes for improvement Set goals and benchmarks Identify, recruit, motivate, coach and thank

volunteers Cultivate, recognize, coach and thank Identify strategies for attracting new donors Create case marketing strategies Set up the administrative processes

23

Use Activity Worksheet 1 –Campaign Planning Document, page 3◦ Step 1 - Review the Campaign Success Indicators◦ Step 2 - Identify which indicators you currently measure ◦ Step 3 - Identify indicators you wish to measure

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Chair’s Round Table seeks gifts of $1,000 or more Member Involvement Teams seeks gifts of at least

$100 - $999 CRT campaigners must:

◦ Have the capacity and give a minimum of $1,000◦ Be comfortable asking others to give at that level

Both must be able to recruit others and articulate the case.

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The campaign structure size depends on:◦ How many gifts do you need to renew and increase this

year?◦ How many new gifts do you need to secure this year?

Gift renewals depend on getting last year’s volunteers to return

A goal of every campaign is to increase the number of gifts and the level of previous gifts

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Personal Qualities◦ Understanding and belief in the case statement◦ Committed to the success of the program◦ Committed to proven practices◦ Enthusiastic, optimistic, positive

Personal Skills◦ Able to manage groups of people◦ Capable of motivating and inspiring others◦ Able to organize and follow-through on key activities◦ Willing to commit the necessary time

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Determine how many volunteers at what level you will need

List the names of volunteer candidates that have the right skills and competencies

Develop a prime candidate list for each level

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List prepared by staff from:◦ YMCA donor lists◦ Members with potential ◦ YMCA committees and task forces

Other Community Lists:◦ Key service club rosters◦ Chamber of Commerce membership list◦ Business lists◦ Professional lists◦ Large contributor lists

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Three Appraisal Steps:◦ Who has the capacity to contribute at least $1,000

annually?◦ Who has the capacity to contribute at least $2,500

annually?◦ Who has the capacity to contribute at least $5,000

annually?

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Prepare the list of CRT potential donors Separate list for returning committee members Allow ample time for list review Don't list previous donation amounts or a

suggested "ask" amount Committee members indicate prospect

relationships Committee members indicate new prospects

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Provides access to quality program experiences for all

Inclusion as part of the YMCA community Promotes YMCA philanthropic values Increased donations over time Educate the membership on YMCA impact

32

YMCA past donor list People of potential, identified from the YMCA’s

membership and programs Current and past volunteers who are already

committed to the work of the YMCA

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CommunityNeed

YMCA Program•Resources

Identify Investors•Volunteers

•Donors

Assign Relationships

BuildPassion

Ask

PromptAcknowledgement

MeaningfulThank You

Report Back

DetermineDonor’s Interest

Plan NextStep

Best management tool you can provide CRT leadership, Team Captains and Division Leaders

Set and communicate schedule for sending reports

Make a copy and mail/e-mail it to that campaigner and supervisor

Supervisor assesses where help is needed

35

Production information includes:◦ How many visits are complete◦ How much money has been donated/pledged◦ How much money has been collected◦ Number of turn-downs ◦ How many follow-ups need to be made◦ Progress toward achievement of the team goal◦ Progress compared to this time last year

36

Build community Convey information Thank and recognize accomplishments Train/Coach Inspire Have fun

37

Have a written, timed agenda Chaired by volunteers Use scripts and rehearse Planned around a meal Inspire the audience

38

Bold, legible name tags Professional looking printed materials Upbeat music, decorations Provide child care Involvement, fellowship

39

What we covered:◦ Know how to utilize a team to develop or revise your

Annual Community Support Campaign plan◦ Develop campaign timeline and benchmark indicators◦ Describe how to identify and develop prospect lists for

campaign donors and campaign volunteers◦ Strategize ways to develop and implement a year

round donor development plan ◦ Develop and manage a campaign structure◦ Plan how to provide campaign volunteer

acknowledgement, education, support and inspiration

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YMCA of the USA

1

Upon completion of this module, you will be able to:◦ Understand what motivates volunteers◦ Describe the responsibilities and competencies for the

staff and volunteer roles◦ Conduct a recruitment draft to select volunteer

prospects for your campaign◦ Demonstrate how to coach volunteers to recruit their

peers

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3



4


5


6


7

8

Board


Campaign Chair

Spirit Chair


CRT Chair



Fund Raising Event

Additional Appeal


Have a feel for community needs Expand the network of the YMCA Have greater credibility asking their peers Can make more personal, face-to-face contacts Know the value of YMCA programs Can exert more leverage, collect debts Provide peer to peer solicitation Show excessive pride in the YMCA and staff Provide long-term, consistent leadership

9

Increased leadership training Opportunities for meaningful community service,

personal health and spiritual enhancement Increased understanding of personal values Increased self confidence and self-worth Increased feelings of association Increased fun and fellowship

10

Together they build the campaign case and plan The Board approves the campaign goal The Campaign Director oversees execution of the

campaign

11

Draft the general plan Prepare the case and supporting materials Prepare a list of campaigner and donor prospects Conduct training utilizing volunteers Organize office mechanics Make the campaign a rewarding experience Motivate volunteers

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Are contributing to a worthy cause Want to make a difference within their community Helping others less fortunate Are giving back

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Team Captains

Division leaders

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Board

Campaigners

Section Chairs


Campaign Chair

Spirit Chair

Meals

Awards/Prizes

Entertainment

Decorations

PR/Information


Committee Members

Vice Chairs

CRT Chair


Recruit from the top of organization down Recruit one level at a time Recruitment deadlines must be thoughtfully

sequenced Disclose that you have submitted your own gift

16

Personal Qualities◦ Understanding and belief in the case for support◦ Committed to the success of the campaign◦ Committed to using proven practices◦ Enthusiastic, optimistic, positive

Personal Skills◦ Able to manage groups of people◦ Capable of motivating and inspiring others◦ Able to organize and follow-through on key activities◦ Willing to commit the necessary time

17

Involved YMCA members, volunteers, donors

Develop a master list of volunteer candidates

Utilize a draft system for volunteer candidates

18

Identifying Your Best Volunteer

Prospects

Prepare a screened list of prospective campaigners

Prepare recruitment cards for each volunteer candidate

Prepare a tracking/control system

19

Encourage volunteers recruiting to think about:◦ What the YMCA means to you◦ What your YMCA does for the community◦ Your important leadership role in the campaign ◦ What campaign success will accomplish ◦ Why someone should be proud to be a part of this great

community effort

20

Thank prospects for the consideration and keep the door open for help in next year’s campaign

A "turndown" is not a personal rejection Procrastination prevents success

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Personal thank you note from campaign chair◦ Position description ◦ Important dates

E-mail from recruiter◦ Glad to have you on the team

Send progress reports on a regular basis◦ Individual◦ Team◦ Entire campaign

22

Supporting the Recruitment

Process

Inspiration ◦ Interpretation of the Campaign Case

Campaign plan – Where I fit◦ Volunteer’s role and responsibilities

Personality traits and skills ◦ For positions that will be recruited

23

Personal visit from someone you know Personal visit from someone you do not know Personal telephone call from someone you know Personal call from someone who has something in common with you Personal letter from someone you know Personal e-mail from someone you know E-mail from someone you do not know Form letter sent to many individuals Personal phone call from someone you do not know or have anything in

common with Letter from someone you do not know but respect Letter from someone you do not know Posters or advertisements requesting help

24

Name of every campaign recruiter Names of those recruited to date Sense of Urgency

◦ Number of days left before the deadline Inspiration

◦ A quote from an individual or family member helped by campaign-supported YMCA programs

Congratulate◦ Those who have completed their assignment

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Recruitment Progress Report

What we covered:◦ Understand what motivates volunteers◦ Describe the responsibilities and competencies for the

staff and volunteer roles◦ Conduct a recruitment draft to select volunteer

prospects for your campaign◦ Demonstrate how to coach volunteers to recruit their

peers

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27

YMCA of the USA

1

Upon completion of this module, you will be able to:◦ Utilize campaign events, reports, coaching sessions to

motivate, inspire and educate campaign volunteers◦ Coach others to articulate the case for support◦ Effectively support campaign volunteers during the

campaign◦ Develop efficient systems to support the campaign◦ List strategies for wrapping up a campaign after the

public phase

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5

Special campaign events include:◦ Galas◦ Golf Tournaments◦ Sporting events◦ Auctions

Main campaign events include:◦ Coaching Events for Volunteers◦ Kick-off Event

6

One to two weeks prior to Kick-off Focus:

◦ Introduce team members and build bond with Team Leader

◦ Train volunteers on how to effectively ask for a contribution

◦ Inspiration◦ Training on campaign mechanics and their role in

campaign success

Focused on training campaigners and be held separate from the campaign kickoff event

Informal in atmosphere Detailed agenda Well organized with specific objectives Separated training segments for experienced campaigners

and new campaigners Led by volunteers in top campaign roles An opportunity to practice asking/answering questions and

managing challenging situations Offered at multiple times to ensure maximum attendance.

8

Inspire Motivate Excite your volunteers on being involved in a large

successful community event, and “Kick off” the solicitation process

9

Sets the tone for the campaign◦ Schedule over a meal, i.e. breakfast/lunch◦ Should not exceed 1 hour to 1.5 hours

Sample Kick-Off Meeting Agenda:◦ Introduction to an internal campaign◦ Invocation◦ Welcome and introductions ◦ Introduce divisions and teams◦ Distribute and review campaigner kits ◦ Share personal testimonials◦ Closing challenge ◦ Communicate date, day, time and place for first report meeting

10

Thank you letter from campaign chair Impact statements that highlight the value of the YMCA in

your community YMCA case brochures Pledge cards Listing of still available prospects Suggested steps for successful solicitation Directions for filling out the pledge card Campaign organization chart Answers to FAQs and contact for questions Contact for questions (name, phone number, email) Report dates and templates

11

Provide inspiration Check on the progress of Team Members Check points Gather information for accurate record keeping Post progress for each team, division and

section Recognize campaigners for reaching their goals Provide mentoring/coaching Answer questions

12

Event objectives:◦ Make the campaign deadline realistic◦ Forum for reporting results from all ◦ Thanks volunteers in special way◦ Recognition◦ Celebrate achievement◦ Make everyone feel valued so they want to help with next

year’s campaign

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Inspiration, motivation, education and recognition Plan around a meal = RSVP Use time productively – short, meaningful agenda

with professional materials Utilize personal experiences End on a high note Other helpful hints:

◦ Set dates and locations to accommodate schedules. Provide childcare options

◦ Reminder call from Team Leader.

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Use Activity Worksheet 1 – Campaign Event Plan◦ Step 1: Make it a great event Outlining a timed and scripted agenda that is 1 – 1.5

hours long to accomplish the objectives listed in the worksheet. Include where it will be held, time of day, and any other important factors that will assure good attendance

◦ Step 2: Determine how you will implement and use these key elements of your event

15

YMCA Philanthropic culture calls for: ◦ Utilizing volunteers to ask for gifts◦ Asking for an investment should be personal and

face to face in order to bring the prospect closer to understanding the YMCA

◦ Staff developing successful volunteer leadership

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Production reports Weekly phone/email contact Team meetings with the volunteer Team Leader Attendance at campaign events Special check lists and calendars Point system Position descriptions

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Greeting Purpose for the visit Commitment Presentation of the philanthropic opportunity Discussion of opportunities Close – the ask is made Wait – be silent and wait for response Thank you – even if gift is not secured Confirmation – if gift is secured

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Project assignment should be intentional Select prospects you know or have a common interest with Avoid cold calls Align with community interests and involvement Take a partner on asks of $250 and above Call your easiest prospect first Anticipate resistance Determine an asking or “hoped for” amount BE SILENT and wait for a response Say “thank you” and mean it Notify YMCA of your results

19

“…hope you can see your way clear to give $100 per month…”

“…would you join me in making a gift of $50 each quarter...”

“… I would like that you consider being one of the lead donors with a gift of $XXX to help accomplish (results) for (kids in our community) .”

“Would you consider a pledge of $XXX for this project?”

20

Maintain personal contact Assure them they have knowledge/materials for a

successful visit Encourage report meeting attendance Send out production reports weekly Recognize volunteers for reaching their personal

goals Points are awarded for attending meetings Provide personal reminders for meetings

21

Recruiting commitment card & control system Pledge card system Preferred-prospect requests Recruitment & Campaigner production sheet Audit Pledge/Contribution tracking system Campaigner history records

22

Determine how many prospective needed Build your potential campaigner prospect list Print you campaigner commitment cards Prepare a screened flat list for the Division Leader’s and Team

Captain’s meeting ◦ Prepare another flat list of the prospective campaigners for the

Team Captains' meeting Fill out the control stub and turn into YMCA staff When recruited, fill in the main body of the card with volunteer

information

23

Years of involvement in programs, gift of $200+ Years of involvement in programs, gift of $100-

$199 Years of involvement in programs, gift of $50-99 Years of involvement in programs, no prior gift Single family member involved in a single program

for first year and no prior gifts Donors of $100+, no current YMCA involvement Anyone with capacity to give $100+, no current

involvement or donor history

24

Returning campaigners should call on those from whom they secured contributions last year.

Send them a copy of the preferred prospect request form

Set a cutoff date of about one week prior to the kickoff for the return of these forms

This form should be returned to the campaigner with the requested pledge cards in the kit

25

Best management tool you can provide Team Captains and Division Leaders

Prepare individual campaigner production reports as campaigners are enlisted

Send copies to campaigner and supervisors

26

Immediately after kickoff Following each report date

27

Use team and division report envelopes Auditors must open and verify the contents

against what is written on the outside At least two people should be involved in the

opening of envelopes containing cash or checks Hard copies of all donor records must be

retained for at least three years.

28

Minimum information to keep on each contributor:◦ Name, address, and telephone◦ Total amount of gift◦ Campaigner securing contribution◦ Date received◦ Pledge payment schedule◦ Receipt number

Minimum information to keep for each pledge payment:◦ Amount of payment received◦ Date received◦ Receipt number

29

Campaigner's name, address, home, and business phone number

Campaign activity year by campaign year, including:◦ Position within the campaign◦ Goal and dollar amount produced◦ If recruiter, goal and number recruited◦ If campaign leader, unit goal and dollars produced◦ Major campaign meetings attended

30

31

Extending the campaign Clean-up efforts Acknowledge gifts Thank volunteers Volunteer Feedback Donor recognition

Statistical analysis Personal Production

Evaluation Leadership evaluation Pledge collection

Don’t, instead... ◦ At Victory celebrate all wins, thank and release

everyone….◦ Announce there will be an ABCD Clean-up effort

32

Above and Beyond the Call of Duty Re-recruit Key Campaigners for a NEW effort Retrieve pledge cards for prospects not contacted Evaluate and prioritize outstanding donor

prospects Make face-to-face for top prospects Make it short - 2-3 week timeline

33

What we covered:◦ Utilize campaign events, reports, coaching sessions to

motivate, inspire and educate campaign volunteers◦ Coach others to articulate the case for support◦ Effectively support campaign volunteers during the

campaign◦ Develop efficient systems to support the campaign◦ List strategies for wrapping up a campaign after the

public phase

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35

YMCA of the USA

1

Upon completion of this module, you will be able to:◦ List methods to effectively evaluate the campaign◦ Determine model practice recommendations for the next

campaign◦ Identify competencies needed and suggest potential

leadership volunteers for future campaigns

2

The evaluation will provide critical information to base recommendations and plans for next year

Volunteers appreciate a chance to offer their ideas, impressions and recommendations

3

Pay attention to the form layout and questions Make sure it’s easy to capture the feedback

received Provide a self-returned stamped envelope or

make the form a self-mailer

4

Campaign position and amount raised (to aid with your tabulation)

How many years involved with the campaign? Major meetings/events attended What was most rewarding about the experience? What was most motivating and helpful during the

campaign? Specific areas of concern (or suggested improvements:

meetings, recognition methods, campaigner materials, training, support during the campaign)

Open-ended questions that request elaboration

5

A good return rate is 20% Tabulate data as soon as feedback is received Establishing trends early In addition to the raw totals, make comparisons

6

Involvement by Program Area Board Participation Campaigner Production Contribution Analysis

7

Involvement by Program◦ Percentage of the households involved by program area ◦ Average gift size within each program category◦ Percentage of contributions received from these program

areas◦ Total amount raised by campaigners with primary

association to these program areas

8

Board Participation◦ Percentage of board members who gave ◦ Average or median board member contribution◦ Percentage of board members who raised additional

funds in the campaign ◦ Total amount raised

9

Campaigner Production◦ Average or median amount raised◦ Percentage of the campaign force that was productive◦ Percentage of the total number of renewals

10

Contributor Analysis◦ Number of facility members that give.◦ Percentage of contributions received versus

turndowns◦ Percentage of gifts: less then $25 $25 to $50 $50 to $99 $100 to $249 $250 to $499 $500 to $999 $1000 and up

11

Include a self-addressed return feedback form Include a paragraph on the importance of

gathering their feedback with a specific time when a volunteer will call them to gather their feedback

Include contact information for them to call to provide feedback

Provide an e-mail link where they could take a survey on-line.

12

They are contributing to a worthy cause They want to make a difference within their

community They are helping others less fortunate They are giving back Allegiance to the person who recruited them Network and meet a new group of people over a

common cause To be part of something successful

13

Does the individual have the skills and knowledge needed for the position?

Did the individual fulfill the requirements of the position? Did the individual go above and beyond the requirements of the

position? Were there areas where the individual fell short of the position

expectations? Did the individual express interest in serving in the same role next

year? Are there candidates better suited to fulfill this role? Is this individual ready to move up to a higher leadership role with

the campaign for next year? Did this individual receive coaching and made improvements from

the coaching session(s)?

14

Explain the objective of the meeting Share the results of the tabulated evaluations Document all comments and recommendations Focus on how to provide volunteers with the

best possible campaign experience Review written campaign plan End on a positive

15

Identify 2-3 potential key leadership for next year Pencil in key dates for next year's campaign

calendar Work with Board Chair and identify and recruit

Campaign Chair for next year Utilize new ideas and suggestions while they are

fresh in your mind

16

What we covered:◦ List methods to effectively evaluate the campaign◦ Determine model practice recommendations for the next

campaign◦ Identify competencies needed and suggest potential

leadership volunteers for future campaigns

17



18

acsc power-point-slides

Documents

yields significant resources

benchmark indicators describe

fundraising success describe

motivates volunteers describe

supporting materials prepare

select volunteer prospects

proven practices enthusiastic

personal qualities understanding