board fundraising training · how you can help 8. q&a 9. accountability discussion ....
TRANSCRIPT
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Board Fundraising Training
@fundraiserchad
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AGENDA:
1. Introductions 2. What is Fundraising (really) & How Nonprofits Do It 3. The Board’s Role in Fundraising 4. Telling the Organization’s Story 5. The Asking Process 6. Donor Retention – The Board’s Calling 7. How You Can Help 8. Q&A 9. Accountability Discussion
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@fundraiserchad
SLIDES + RESOURCES
productivefundraising.com/resources
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Who is this guy?
And why does he think he knows what he’s
talking about?
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career fundraiser
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What is Fundraising?
(really)
@fundraiserchad
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FUNDRAISING is not what you think it is …
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Begging=you have the power Demanding=I have the power Asking=we have a relationship @amandapalmer #IFC2016
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The focus should not be on the ASK, it should be on the CONNECTION.
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It’s not how do we ASK people to give, it’s how do we LET people give. It’s an INVITATION.
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We can’t INVITE someone to do something unless we have a RELATIONSHIP with them.
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Fundraising is about RELATIONSHIP BUILDING (always).
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Fundraising 101
(in 5 slides)
@fundraiserchad
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Credit: Campbell & Company
the pyramid
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Image Credit: imarketsmart.com
the chart
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Credit: GoalBusters Consulting (Alice Ferris, CFRE, ACFRE)
the cycle
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In person Peer to peer
By mail By events By email
Via crowdfunding On a web site
By phone By advertising
the methods
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donor centrism
Does it make the donor feel important, valued &
considered?
45% 29%
the mantra
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The Board’s Role in Fundraising
@fundraiserchad
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The Board’s Role in Resource Development
• Donor
• Visionary leader
• Ensure the presence of strong fundraising policies & procedures
• Fundraising ambassador
• Fundraising supporter
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further learning
productivefundraising.com/resources
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Telling Our Story
@fundraiserchad
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exercise: what’s our mission?
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To strengthen and transform efforts to end domestic violence.
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your mission your story
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Part 1 “We help [who],”
[who] examples: children,
students, residents, citizens, the homeless, seniors, animals,
farmers, artists, etc.
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Part 2 “So they can [do what].”
[do what] examples: thrive,
succeed, learn, survive, prosper, live independently, be healthy,
have a positive future, etc.
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Part 3 “Let me tell you about
[first name], [story]”
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super simple elevator speech
productivefundraising.com/resources
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story characteristics
• Compelling story about 1 PERSON, place or thing
• Rich detail (create a vivid picture)
• Brings up a SOLVABLE problem that your organization can fix
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The Asking Process
@fundraiserchad
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In person Peer to peer
By mail By events By email
Via crowdfunding On a web site
By phone By advertising
the methods
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Getting the Visit
@fundraiserchad
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If they take your visit, there’s an 85% chance they’ll make a gift.
-Jerry Panas
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Dear Mr. Donor - I hope all is well and that you’re enjoying these late spring days! My name is Chad Barger and I am the Development Director of the ABC Charity. I am writing to see if I could stop by sometime in the next month or so to provide a brief update on ABC Charity. I like to do this with as many of our supporters as possible each year. It’s an opportunity for me to share our progress, to answer your questions and to get some feedback which is always appreciated. I think 20 minutes would be sufficient – is there a good day on your calendar? What about the 20th at 2pm or the 22nd between 1 and 4pm? Also, please know that while it is my hope that you will continue supporting our cause, at this time I'd just like to meet you and provide this update – I will not be asking for any money! Thank you for taking the time to read this request and have a wonderful day. Sincerely, Chad
productivefundraising.com/resources
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Different Approaches for Different Relationships
• A close friend
• An acquaintance
• Someone you don’t know (insert the connection)
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But what if they say no?
Or never return my
emails & calls?
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POSITIVE ENGAGEMENT
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Guiding the Conversation
@fundraiserchad
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listen more talk less
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45% = What Am I Going to Say Next?
45% = When Can I Politely Cut In?
10% = Actually Listening
DEFAULT “LISTENING” BEHAVIOR
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the most powerful form of communicating with another human being is asking them a question
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The Transition
@fundraiserchad
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Chad’s Favorite Donor Visit Questions
So, as you know I wanted to speak about ABC Charity today …
• What do you know about us?
• What first led you to become involved with our organization?
• What excites you about our current programming?
• What could we be doing better?
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A FEW key talking points
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What can I do to help?
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Positioning the Ask
@fundraiserchad
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no asks on first visits with
people you don’t already know well
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The easiest way to make an ASK …
CONSIDER & JOIN ME
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“I hope you’ll CONSIDER JOINING ME in supporting this
program with a donation of $5,000.”
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“I hope you’ll CONSIDER JOINING ME in advancing this program by serving on the task force.”
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Closing the Meeting
@fundraiserchad
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GET PERMISSION
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More information Proposal / offer Follow up call / meeting
GET PERMISSION AT THE MEETING
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Following Up
@fundraiserchad
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But what do you need to do before you follow
up with your planned next step?
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sentence 1 = what you saw / what happened
sentence 2 = the impact of what you saw on you or your organization
sentence 3 = what you appreciate about the
person’s role in what you saw
The 3 Minute / 3 Sentence Thank You Note Formula
productivefundraising.com/resources
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Follow up guidelines: 4x
1 week after the ask 2 weeks after that 4 weeks after that 8 weeks after that
Move on (after 15 weeks)
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Donor Retention – The Effective
Board’s Calling
@fundraiserchad
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Credit: Campbell & Company
the pyramid
WE HAVE TO RETAIN
THEM
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45% Fundraising Effectiveness Project (FEP)
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RETENTION > ACQUISTION
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People give to folks that they KNOW, like and trust
People KEEP GIVING to folks that they KNOW,
like and trust
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productivefundraising.com/resources
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Report on Impact
Tell them what you did with their last donation
before you ask for another one!
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What would you say?
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THASKING
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What would you say?
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call script Hi (donor’s name). I’m _____________ (your name) from ____________ (charity). I’m calling today to thank you for your recent donation. It means so much and we wanted to tell you personally how grateful we are. [pause] If you have just a few seconds, I’d love to know what prompted your gift? [pause] Thank you for taking the time to speak with me today. Have a wonderful day!
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How Can You Help?
@fundraiserchad
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exercise: board fundraising
menu
productivefundraising.com/resources
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@fundraiserchad
questions
productivefundraising.com/resources
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Accountability
@fundraiserchad
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What are you personally willing to do to assist the organization with
fundraising?
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What will the board commit to
doing as a whole?
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How will you hold each other accountable?
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