creating a roadmap for success communication & cultivation: converting earned to contributed...
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Creating a Roadmap for Success
Communication & Cultivation: Converting Earned to Contributed
November 10, 2011
Creating a Roadmap for Fundraising Success: A Three-Part Workshop Series on the Development Cycle
Goals
Review development cycles: resource & audience Differentiate between communication and cultivation Explore communication: audience and message segmentation Discuss cultivation: individual, corporate & foundation Develop a communication & cultivation plan Q&A
Resource Development Cycle
Audience Development Cycle
Audience & Development Cycle
Audience Donors
Communication vs. Cultivation
Communication One-way flow of information e.g. website content, brochures, signage, e-mail marketing
Cultivation Two-way flow of communication Begins from first interaction e.g. meetings, attendance, site visit, phone calls, social media
Communication Best Practices
Three Questions to Avoid Identify who is communicating (“Who is sending me this?”) Segment messaging (“Why am I receiving this?”) Clearly relate desired action (“What do they want me to do?”)
Case Study: Catawba Lands Conservancy
Segmenting audiences for campaign messages Land Conservation Wildlife Outdoor Activities Tax-motivation
Preparing specific messages for affinity groups
Activity
Build a List of Potential Audiences Consider groups of individuals to message (10-15) Get specific (e.g. Attendees vs. Monthly Attendees)
Select three and describe one message for each and delivery tactic
e.g. Non-subscriber who has purchased single-tickets to the three consecutive events subscription information
Introduction to Cultivation
Relationship-building steps that lead to a gift Can happen over many years or relatively quickly Can be accidental or planned
Types of Cultivation/Motivators
Relationship-driven Mission-driven Self interest-driven
Successful cultivation typically has elements of all three
Relationship-driven Cultivation
Leverage relationships of stakeholders
Board-Volunteer Staff Other Participants/Donors
Mission-Driven Cultivation
Focus on the mission and the community/societal impact and the need of the organization
Cultural/artistic impact Educational impact Economic impact
Self Interest-Driven Cultivation
Appealing to the self interests of the individual
Benefits of support Recognition/status
Cultivating Different Sectors
Individuals – leverage relationships and affinity Corporations – leverage marketing/PR potential Foundations – leverage relationships and impact
Case Study: Chicago Symphony Orchestra
Five volunteer groups to cater to various individuals League-300 members who support fundraising/social events Women’s Board-Engaging women leaders in advocacy and fundraising Overture Council-Young professionals group Governing Members-Business, cultural and civic leaders who serve as
advocates for orchestra Auxiliary Volunteers-Administrative support for orchestra
Activity
Creating a Cultivation Plan Pick two audiences from communication activity Develop cultivation plan for a major gift prospect
representative for each Three contact points for each Consider current and potential opportunities Involve each of the three motivators
Case Study: Arts of the Albemarle
Individuals Shift from membership to annual fund model Balanced focus on impact and self-benefit
Corporations/Businesses Sponsorship platform Engage corporate donors in discussion about their needs
Foundations Topic and audience-specific (Coast Guard community)
Q & A
THANK YOU!
Patton McDowell, CFRE PM@pattonmcdowell.com
Josh Jacobson, CFRE JJ@pattonmcdowell.com
Please Join Us for the Rest of the Series
Creating a Roadmap for Fundraising Success: December 8 - Stewardship: More Than Just “Thank You”
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