diversifying your funding base

Presenter: Kim KleinKlein and Roth Consulting Klein and Roth Consulting helps organizations build strong

fundraising programs that are mission-driven. We provide practical, hands-on advice on how to build a broad base of individual donors, grounded in social justice values.

Kim Klein is the author of Fundraising for Social Change and Reliable Fundraising in Unreliable Times. She has taught fundraising in all 50 states and 21 other countries.

Sponsored by: OCCUR

www.kleinandroth.com

Diversifying Your Funding Base

You will expand your knowledge about how to:

Create a clear compelling message Build a list of people who would give to your

organization Feel comfortable asking for money Motivate board and volunteers to raise $ Find ways to help your program raise money

which work for you

Goals for our time together

2013 contributions: $335.17 billion

Source: Giving USA

Where the Money Went:

Are most people: 70% of adults

Give to 5-10 organizations each year

Equal numbers of men and women

60% of money given comes from families with incomes of $90,000 and under

# 1 reason people give: someone asked them


The People Who Give:


Move into an “EXCHANGE” Frame

Go from this:“Please, please, please…”

To this: “I think you would be interested….”


Do you have a clear message?

What does your org most believe?

What does your org do to act on its beliefs?

What is your track record?

How much money do you spend?

Where do you get your money?

Who is involved in your organization?

--your website, --your e-newsletter--a friend--a special event--dropping by your office

Would I know that you raise money from people like me?


If I found out about your organization from:


The Purpose of Fundraising is to Build Relationships

Invite the first gift

Invite the donor to give over and over

Invite the donor to give thoughtfully:)

Invite a legacy gift (bequest):


Your Relationship Building Efforts

We invite people to:

Make their first gift by… Make their second,

third, fourth gift by… Increase the size of

their giving by… Ask them to consider

leaving us a gift in their will by…

Comparing Strategies:

TIME IN

StrategyIn person askingPersonal Phone CallPersonal LetterPhone-a-ThonDirect Mail (Acquisition)On-line Special Events

MONEY OUT

Response Rate 50% 25% 10-15% 5% .5-1% Varies

Varies

Financial Health Requires Diversity

Fees/Products

Major Donors

Sources/Strategies

Board and Volunteers

In-Kind Foundations

Online House parties

Religious

Every Board Member Should: Make his or her own gift

• Gift should be significant to that person

Participate in fundraising in SOME WAY• People have different talents, desires,

time availability, connections and social skills


Every Board Member Should be Able To: State the vision Name three accomplishments Describe three goals for the current year Know the total budget Talk about how the organization raises $.


Every Board Member Has A PlanI, Betty Lou Board Member, will:

Give $500 before November 1. Help raise $1000 by hosting a house party at my

house in May. GOAL: 20 new donors @ $50-100 each

Work on annual general meeting.

I prefer not to: Participate in the phone-a-thonI will not: Come to the auction—sick of those!


Ideally this includes the board, but does not need to only be board members.


Build a Team of Askers

Looking Beyond the Board: Who else can you invite to join your fundraising team?

www.grassrootsfundraising.org

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Know What You Need to Raise

One Thing Will Never Change:

Personal face to face asking

www.grassrootsfundraising.org

Nothing takes the place of face to face asking

1. Success is askingFundraising is a volume

businessTip: Create a visual which shows # of asks completed


Four Tips For Successful Asking

2. Be OK with NOPeople say no. “No” has nothing to do with

you. People say no because: They have too much else on their minds They have given already to someone else They don’t have the money They need to think about it

Four Tips, Cont.

BUT MEAN NOT NOW OR MAYBE:

“I’ll get back to you.” “I have to ask my partner/spouse.” “I haven’t had time to look at your

information”“Send me something in the mail” “I’m giving to so many other things right

now.” “Yes, I’ll send something later”

Things can sound like no…

3. Believe in your cause

Four Tips, cont.

4. Don’t ask everyone. You don’t need to ask people

who:

• Are just going to ask you back• Owe you a favor• You don’t like• Really don’t want to

Four Tips, cont.

Ability: Gives away moneyBelief: Cares about this cause or something similarContact: You or someone you know and trust knows the prospect.


Identify Prospects

Set a goal for yourselfExample: $2,000Need: 10 at $200Or1 @ $5002 @ 2505 @ 10010@ 50Need 3X as many prospects as gifts.


Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for:

1.2.3.4.5.


Break it down into small bites:

Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for:1. Max ex-husband never hardly time

of day 2. Mary cousin Yes yes

$1503. Jose friend Yes lobbyist

houseparty4. Susan colleague ?? Sort of Bake

sale5. Georgia book club Yes probably not ----6. Milagros neighbor Yes definitely $5007.


Make a list, work the list

Use a combination of letter/e-mail, phone call and face to face to face meeting


Approach Prospects Personally

Preparing for the Phone CallHave ready: Opening sentence Message for VM Most exciting thing

about the project Where are you toward

the goal? How much do you

want?


Ask different types of questions: How did you first hear about us ?How long have you lived here? How is that donut shop that just opened? What is most compelling about this issue to

you?

Don’t do all the talking…

I got involved in this because….

The most surprising thing to me about this issue is….

I loved meeting people who have been giving for a long time because….

I have a dog, too….

Tell Your Own Story

The CLOSE

Comes Back To Relationships

Problem: Donors’ biggest

complaint: “I am treated like an ATM.”

Solution: Be in touch when you

don’t want money.Appreciate what the

donor has done already


Focus on what is important

ImportantLive here

Not importantNot here

Urgent Not urgent


Magazine and e-newsletterGrassroots Fundraising Journalwww.grassrootsfundraising.orgBooks by Kim KleinReliable Fundraising in Unreliable TimesFundraising for Social Change Other recommended books: Working Across Generations by Robby Rodriquez,

Frances Kunreuther and Helen KimAccidental Fundraiser by Stephanie Roth and Mimi

HoOrder from www.josseybass.com or your local bookstore


Helpful Resources from Kim Klein

http://www.grassrootsfundraising.org/

http://www.josseybass.com/

diversifying your funding base

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