session three: fundraising - chorus america...see the solicitation matrix for the most effective way...
TRANSCRIPT
![Page 1: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/1.jpg)
Session Three: Fundraising
Table of Contents
PowerPoint Presentation Slides Page 78
Giving USA 2012 Report: The Numbers for 2011 Page 96
Circle of Giving Page 97
Sample Case Statement Page 98
Researching Major Donors on the Web by Robert Zimmerman ©2000, revised & updated October 2002 Page 99
Donor Research and Prospecting by Bruce Thibodeau, Arts Consulting Group Page 104
Byting the Bullet: Choosing the Best Management Software for Your Chorus by Kelsey Menehan, reprinted from The Voice
Winter 2007-2008 Page 109
Solicitation Method Matrix Page 115
Prospect-to-Donor Visit Plan Page 116
Sample Solicitation Dialogue Page 117
Conventional Wisdom When Soliciting a Gift Page 119
Major Gift Table Page 120
How to Hire Your First Development Director Page 121 by Leyna Bernstein, Blue Avocado
Sample Fundraising Plan Page 123
Foundation Proposal Checklist and Letter of Inquiry Page 130
Government Grantseeking in the U.S. and Canada Page 132
Criteria for Choosing the Right Special Event Page 134
Top Ten Tips for Fundraising Success Page 135
![Page 2: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/2.jpg)
FundraisingCorty FenglerFormer Development Director, San Francisco Symphony Consultant, Wellesley CollegeDevelopment Chair, Chorus America Board of Directors
Kelly RuggirelloPresident & CEO, Pacific ChoraleVice President, ACSO Board of DirectorsFundraising and Board Development Consultant
The First Thing Everyone Thinks Of…
Foundation and corporate grants will solve all of our problems…
BUT…
78
![Page 3: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/3.jpg)
All we need to raise more money is:
Brochures don’t raise money. They only serve as tools and most are not needed. Will a fundraiser concert cost you more money and time than you can afford?
…a new fundraising brochure
…a golf tournament
79
![Page 4: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/4.jpg)
…another fundraiser concert
Not a new event!
Contributions by Type of Recipient
Individuals
73%of charitable gifts come from
individuals nationally
How are you spending YOUR time?
80
![Page 5: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/5.jpg)
Tools to Assist You – We’ll Cover
Individuals: the circle of giving
The development plan
Setting the annual goal
Grants
Special events
Make your Fundraising Department Crisis-proof!
A new reality:
Check your assumptions
More face-to-face visits
Set realistic $ goals
Engage the board
Have a development plan
A new reality – check your assumptions. Focus more on face-to-face personal visits – these are the most effective, so spend your precious time here. Set a realistic fundraising goal – do not use a plug number from the budget makers. Work from the bottom up. Engage the Board in fund development – have them be active in thanking, cultivating, soliciting. Have an attainable Development Plan – have a plan but be sure it is an attainable one, both for goals and for activities during the year.
Individuals
YOUR ROLE
MATCHMAKER!
You have the chance to meet kind, generous people who want to make a difference by giving back to the community.
81
![Page 6: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/6.jpg)
Individuals
Where do you fit in? All Board members are responsible for Fund Development. What is your role?
Individuals
The Circle of Giving
What or who isNOT
In the middle?
It’s not about you, your music director or any one person in the organization.
Individuals
Values-based fundraising
What does YOUR chorus value?
Identify three words around which you spend time and money.
82
![Page 7: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/7.jpg)
Individuals
What is a Case Statement?
The Case Statement
Must be brief, but compelling
Needs to relate to your strategic plan
Should be designed for a particular audience
Describes how the contributor’s investment will solve a specific problem
Case statement should make the point to the constituency in general, but it is no substitute for a tailored approach for major gifts.
Individuals
Prospecting
Prospecting requires: A plan (a strategic initiative), a commitment of time, and an investment of resources. A gift chart will help you determine how many prospects you need and what levels in order for you to meet your goal.
Individuals
Prospecting: “Low Hanging Fruit”
Board members
Donors
Singers
Subscribers
Single ticket buyers
Your donors: Identify by skill set match (affluence/influence), history and level of giving. Your subscribers and single ticket buyers: Identify by time, price category, zip code
83
![Page 8: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/8.jpg)
Individuals
Prospecting: “Cherry picking”
Organizations with shared values
Social clubsService agencies
Religious institutionsSenior centers
Donor walls, program listings, business journals, volunteers, annual reports, the web all supply names of prospects. Get Board members to invite you to business mixers. Attend concerts and fundraisers. Serve on committees of other non-profits. Perform speaking engagements at planned giving roundtables, Rotary clubs, etc. Ask for advice at 30 minute informational meeting.
Individuals
Cultivating
Share your passion and enthusiasm for your organization.
Have your 30 second elevator speech ready.
Assume they will love your concerts.
Invite them as your guest to dinner, concert, etc.
Get their business card or contact information.
Follow up!
Individuals
Values-based fundraising
What does your PROSPECT value?
Establish a checklist with your criteria, such as:
Shared values
Affluence
Influence
Skill sets/expertise
84
![Page 9: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/9.jpg)
Individuals
Non-transactionbased
encounters
Series of encounters may include the following strategies:
Follow up to initial encounter
Attend a concert
Meet with key staff and Board members
Present the Board info. Kit
Attend a Board meeting as a guest
Get to know the prospect/partner via informal & formal settings
Cultivation Ideas
Invitation to a concert
Follow up phone call
Invitation to meet with key leaders
Pre-concert dinner with spouse
Invitation as guest to Board meeting
Values-based lunch conversation
Individuals
Soliciting
Give your own gift first Get an appointment in person Prepare before visiting It could take two transactions
85
![Page 10: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/10.jpg)
Menu of Opportunities
Sponsor a concert
Sponsor a section for the year
“Term chair” for the accompanist
Scholarship for the year
Underwrite music library
Pay for the risers
Think of some for your chorus
Individuals
Why do people give?
Because they are asked!
Have 100% success at failure - NEVER ASK!
Tips for Success
It’s easier than it seems
It’s not about you
Share your passion
“Join me” is the most powerful statement
It’s easier than it seems
Not rocket science either
It’s not about you. It’s about the Chorus!
People give only when they are asked
Aim high
“Join me” is the most powerful statement
86
![Page 11: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/11.jpg)
Individuals
Stewarding
Stewarding = renewing and upgrading
How many of you can visually identify your top 20 (non-Board) donors?
Many ways to recognize and thank a donor - do so at least 7 times per year.
What matters to donors? (hint: Access)
Write a thank you in 48 hours
Call immediately for bigger gifts
Is your reporting good and reliable?
What can we offer, given our resources?
Several “touches” every year
Stewarding Donors
Try to thank a donor 7 times/year!
Ideas include:
Letter, phone calls, thankathon
Signage, website, print
Verbal thanks at a concert or reception
Recognition in seats at a concert
Individuals
Renewing &Upgrading
Gift opportunities for upgrade solicitations
Underwrite a Concert - $10,000
Choral Directors “Chair” - $15,000/year
Accompanists “Chair” - $7,500/year
Tuition scholarship - $1,000
Alto Section - $5,000/year
Music Library - $5,000/year
Outreach program - $15,000
Underwrite a commission - $7,500
87
![Page 12: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/12.jpg)
Upgrading Ideas
Always done in person; use a compelling reason such as:
Concert enhancements
Expanding programming
Launching special projects, education initiatives, website upgrades, etc.
Tools for Success
Annual Development Plan
The annual plan looks at the future and is a team effort between volunteers and staff.
88
![Page 13: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/13.jpg)
Annual Development Plan
THE NEW REALITY
Strategies and tactics from the past may not work now
Use personal, face-to-face solicitations and discussions
Redefine your Board of Directors role in the fund development process
Transition from general appeals to values-based appeals that sponsor specific projects (such as adopt a rehearsal, fund a piece of music, underwrite a specific concert line item, fund a musician, underwrite event line items, etc.). This requires knowing your donors’ values, interests, likes, and dislikes. Redefine your Board of Directors role in the fund development process by engaging them when you develop the goal, when you cultivate prospects, when you solicit and when you thank.
Annual Development Plan
Start by looking at the overall picture
Make a chart of giving over past 3-5 years
Look at gifts and grants that you will need to make goal
Include timetables, strategies, tactics in your written plan
To begin, provide a comparative analysis of annual giving over past 3-5 years (charts/graphs) and identify progress and/or opportunities for expansion in a narrative format.
Setting the Goal
89
![Page 14: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/14.jpg)
Requires a look to the future,
and…
Agreement by staff and board…
It’s a team effort
"The Development Committee has come to a decision on the development goal."
Engage the Committee
90
![Page 15: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/15.jpg)
The Budget
A budget gap is NOT a hole expected to be filled by increasing contributed
revenue goals.
What is a budget gap? (more anticipated expense than anticipated revenue)
Annual Development Plan
Look at each source separately Board
Individuals
Corporations
Foundations
Government
Special Events
Set goals of $ and # of gifts for each area
Create a strategy for each area
Separate each contributed revenue line item (Individual Giving, Board Development, Corporate Sponsorships, Foundation and Government Grants, Special Events) and identify the following:
Objectives
Strategies
Timeline
Roles
Materials
Determine Roles & Responsibilities
For each area, who will
Create the tools?
Cultivate?
Solicit?
Write?
Coordinate fundraising events?
Manage donor benefits?
Create the tools? (packets, donor tracking sheet, conversation logs, solicitation letters, etc.)
Prospect? Cultivate? Solicit? Steward? Write letters, grants and reports? Coordinate special fundraising events? (invitation, auction,
RSVP’s, decorate, etc.) Track donor moves?
91
![Page 16: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/16.jpg)
Individuals
Direct mail appeal
Personalized letters
Telethon
Telefunding
Special events
Or…
Personal visits
Fundraising is about relationship development which requires personal, face-to-face encounters. See the solicitation matrix for the most effective way to ask for a gift.
Sample Gift Table $100,000 Goal for Individuals
Create a special chart for board and another for individuals for the sub-goals or that includes every individual. Here is where we aim for the ask amount. This is not a budget justification sheet, but rather it is a prep for the calls you will make. Think about upgrades. Add the name to the proper level of the ask, not just what you expect or what you received last year. “If you dream it, it will come.”
Foundations, Corporations and Government Grants
92
![Page 17: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/17.jpg)
Foundations
Difference between family foundations and more public ones
The inquiry letter
Relationship with the program officer
Proposal Checklist for completeness
Why are proposals declined?
Only submit warm proposals, requiring a personal visit prior to sending. Relationships with program officers are critical to success in raising money from foundations. Do not think that your personal relationship with the foundation board member is enough. It is nice, but you must work with the program officer.
Corporations
Matching Gifts
Sponsorship requires Knowing exactly what the corporation
requires
Corporate connection – board or staff
Having the perks the corporation needs
It’s a quid pro quo, especially in the arts
Corporations give from two places: a corporate foundation (if they have one) and/or marketing budgets (which require that you work directly with an employee who knows you well).
Government
Preliminaries to grant writing Understand your needs Research potential funders Consult with funder’s staff Understand the funder’s mandate
and objectives
Complete all paperwork carefully
If you are a small chorus and have very little time, first look at the size of the grant you might be able to expect, and then decide if the time it takes to apply is appropriate to the yield. Then, if so, follow their rules to the letter!
93
![Page 18: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/18.jpg)
Special Events
No event should cost more than 50 cents on the dollar.
(that’s $1 raised for every 50¢ spent)
This ensures tax-deductibility for attendees.
Special Events
Choose the “Right” Special Event
Pro Con
Determine budget and timeline
Organize for success
Create list of sponsors
Create solicitation letters and sponsorship benefits
Set committee member expectations and functions
Evaluate results
Write it down for posterity
Implement your plan
Turn the Plan into Reality!
Review progress monthly
Schedule time for strategy discussions
Set meetings with key volunteers
Be sure your donor benefit program is manageable
Review the Plan monthly with key players (dev. staff, dev. committee, your boss)
Schedule time on your calendar for strategy discussions, stewardship calls, Board Chair meetings Create a donor benefit fulfillment program that is possible
to manage
94
![Page 19: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/19.jpg)
Now go out and raise lots of this stuff!
FundraisingCorty FenglerFormer Development Director, San Francisco Symphony Consultant, Wellesley CollegeDevelopment Chair, Chorus America Board of Directors
Kelly RuggirelloPresident & CEO, Pacific ChoraleVice President, ACSO Board of DirectorsFundraising and Board Development Consultant
95
![Page 20: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/20.jpg)
Giving USA 2012 Report: the Numbers for 2011
Download a free copy of the executive summary of the Giving USA 2012 report at
http://store.givingusareports.org.
96
![Page 21: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/21.jpg)
Kelly Ruggirello CMI 2012
Circle of Giving
97
![Page 22: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/22.jpg)
SAMPLE CASE STATEMENT
Some people think that The Women’s Philharmonic is just an orchestra with
women players.
That’s true, but they are missing some of the most important things – namely:
it is the only orchestra in the United States 100% devoted to playing
music by women composers (we’ve played more works by women in
our 16 year history than any other orchestra, no matter how old it
claims to be), and
it is the only organization in the world actively uncovering, promoting
and providing scores of orchestral works by women, as well as
performing them (we received one of only two NEA Challenge grants
in the country given to orchestras to expand this work, and they are
matching one-for-one every gift given by December 31st).
The Women’s Philharmonic does a lot of other things, like
holding a symposium each year for women composers,
maintaining the largest catalog listing in the world of orchestral works by
women
rescuing two works by the famous Lili Boulanger from oblivion, which
now, recorded and published, are being rented by other orchestras
recording (we now have four CDs)
promoting American women conductors (especially now, through a new,
exciting project this coming year)
98
![Page 23: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/23.jpg)
RESEARCHING MAJOR DONORS ON THE WEB
At Zimmerman Lehman, major donor campaigns are very close to our heart. Every day in
this country nonprofits are sending direct mail letters to folks and asking them for $50--
folks who could give $5,000 or $50,000 if asked face-to-face instead of by mail. One of
the things that keeps nonprofits from doing effective major donor work is ignorance
about prospective donors: Who they are, what their interests are and how much they
might give. We hope that the following information on major donor research is helpful,
and we also hope that it prompts you to initiate or expand your major donor effort.
Individual Donor Research, excerpted from "Major Donors: The Key to Successful
Fundraising," by Robert Zimmerman, © 2000, revised & updated October, 2002.
Major donor research is critical to the cultivation and solicitation of a prospect. The more
you know about your prospect, the easier it will be to make the case for a major donation.
The best place to start a search is in your own donor files. Donor files (both paper and
electronic) yield a wealth of information that is right at your fingertips. Is the prospect
connected to your organization? A former board member? A donor? Do you have a
current home or business address? A business title? Zimmerman Lehman is often asked,
"What is the proper dollar amount to request of a particular prospect?" The conventional
wisdom is that the typical major donor request is approximately one percent of a person's
net worth. Unfortunately, even with the best and most comprehensive research, you may
not be able to determine an individual's net worth definitively and you probably don't
want to spend the time or money to do so.
Thanks to the Internet, this research is much easier than in the past. Remember, the
Internet can be frustrating, time consuming and at times unreliable, but you can't beat it
for breadth of information. Most of the following information can be found in a good
library, particularly one with a focus on philanthropy. Libraries can also offer free access
to resources that are costly to purchase: Prospect Research Online (PRO), for example, is
an online database that provides regularly updated information about corporations,
foundations, donors and board lists. Many libraries will allow you access to this
expensive database for free. If you've hit a wall and want extra help, you can always pose
your research question to a group of research professionals by joining Prospect L, a
listserv for development issues (email [email protected].)
Start by paying particular attention to the size of the gifts that the prospect has made to
other nonprofits. When attending performing arts events in your locality, make sure to
review the list of donors in the back of the programs. If your prospect is on these lists,
you'll have solid information about the size of his or her contributions to those arts
organizations. Other nonprofits may host special events where similar information can be
found in the programs.
BASIC BIOGRAPHICAL INFORMATION
One of the best sources for basic biographical information is your local newspaper. If the
person is active in the community, there will usually be at least one article that gives you
99
![Page 24: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/24.jpg)
RESEARCHING MAJOR DONORS ON THE WEB
leads on his or her business or occupation, family connections, volunteer activities, social
circles, professional organizations, etc. It is important to read the society and business
pages of your hometown newspaper regularly to keep abreast of what your prospect is
doing and the causes in which he or she is interested. Clip or print the articles and file
them in your donor files. Many newspapers have their own websites with search engines
so you can search for current or archived information (i.e. www.nytimes.com); some are
free and some charge a fee for searching. Business journals often run feature articles on
local business people and they often have their own websites as well. Check out
BizJournals (www.bizjournals.com) for information on the business journal in your area.
Some websites allow you to do your own searching; try Internet Prospector People
(www.internet-prospector.org/bio.html), a collection of people locators, capacity tools,
and specialized directories, including among many others:
1. African Americans in Biography (www.internet-prospector.org/bio-afri.html) offers
access to the 100 wealthiest African-Americans (specifically not sports or entertainment
people), lists of Black Greeks (fraternities and sororities), African- Americans in science,
prominent African-Americans, and more.
2. Women in Biography (www.internet-prospector.org/bio-women.html) links to women
in mathematics, engineering, physics, architecture, politics, air & space, National Hall of
Fame, technology, international, and other sites.
Biography.com (www.biography.com) is A&E Television Network's website profiling
some 25,000 individuals. Visit CEO Central (www.surferess.com/CEO) for biographies
of selected top CEOs. The Goldsea 100 (www.goldsea.com/Profiles/100/100.htm) is a
listing of the most successful Asian entrepreneurs in the U.S. You can learn more about
Hispanic entrepreneurs at www.hispanicbusiness.com.
There are also commercial search services that allow you to search newspapers
electronically from around the country for articles on donors/prospects. Three of the most
popular commercial services are The Dialog Corporation (www.dialog.com), Lexis-
Nexis (www.lexisnexis.com), and Dow Jones Interactive (http://askdj.dowjones.com/).
The Biography and Genealogy Master Index from the Gale Group (www.gale.com/gale)
has millions of entries on individuals from hundreds of biographical and business
resources. If your prospect appears in any biographical or business reference book such
as Who's Who or Standard & Poor's, the index will list the prospect and all the reference
sources in which he or she appears. Birth dates and middle initials are included to help
you verify that it is the correct person. This comes in book form, microfiche versions
(know as BioBase), and now online through Gale's online reference service. The
Complete Marquis Who's Who ONLINE combines 20 of its publications of professional
and biographical data. This is accessible through the DIALOG Corporation's File #234,
and includes: vital statistics (name, address, age, birthplace, marital status), education,
family background, religious and political history, creative works, civil and political
activities, profession, and club memberships. There is a CD-ROM product The Complete
100
![Page 25: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/25.jpg)
RESEARCHING MAJOR DONORS ON THE WEB
Marquis Who's Who on CD- ROM (www.marquiswhoswho.com/product.html) available,
which makes searching much easier.
Sites useful in nailing down addresses, telephone numbers, email addresses:
Four11 (www.Four11.com), "The Internet Whitepages," contains millions of listings
allowing you to search for high school or college colleagues, former or current neighbors,
co-workers, researchers in your field, members who enjoy the same chat groups or
Usenet groups, and a dozen other definers.
The Ultimates (www.theultimates.com) searches nationally for phone numbers and
addresses.
555-1212 (www.555-1212.com) is a telephone directory for the US and Canada.
Yahoo! People Search (www.yahoo.com/search/people) allows you to find the elusive
someone's telephone number or email address, and is linked to (www.USSearch.com),
where for a fee you can find out details such as assets, home ownership, building
ownership and value.
BUSINESS/ OCCUPATION INFORMATION
If you know your prospect is a practicing professional, there are many Directories
available to learn more about someone and his or her business. On the Web you can
search Martindale-Hubbell Law Directory (www.martindale.com) or West Legal
Directory (www.lawoffice.com) for attorneys. The American Medical Association has a
physician select search for members of the AMA (www.ama-assn.org/ aps/amahg.htm).
Hard copy books such as the Official ABMS Directory of Board Certified Medical
Specialists and Standard & Poor's Register of Directors and Executives are also good
resources to confirm businesses and titles.
The Insider Trading Monitor compiles all SEC information on 10,000 public company
insiders (covering over 200,000 executives, directors, and major shareholders). You can
search for your prospect and see what his or her stock holdings are or if he or she has
purchased or sold stock. This helps in estimating giving capacity and liquidity, and can be
used to determine what type of gift, cash or planned, makes sense, particularly if capital
gains are an issue. This information is only available on publicly traded companies, and
only on stock that is held by a company insider. Private portfolio information is not
included.
If your prospect works for a public company traded on a stock exchange, try the Edgar
Website (www.sec.gov/cgi-bin/srch-edgar). At this site, you search by company name or
ticker symbol and have direct access to the proxy filed by the company in which you are
interested. The proxy lists all the board members and top executives plus their
stockholdings and salaries. Proxies often include brief bios telling you more about your
prospect. Along with Insider Trading Monitor, the Edgar Online People Website (edgar-
101
![Page 26: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/26.jpg)
RESEARCHING MAJOR DONORS ON THE WEB
online.com/people) lets you search (for a fee) SEC filings by a person's name to
determine all the companies on whose boards he or she sits. You can always call the
company and ask for a proxy statement and the annual report.
Many businesses, small and large, have their own web pages that contain profiles or bios
of principal owners and managers. Commercial services such as The Dialog Corporation
and Lexis-Nexis also have databases of company information and industry analysis.
Hoovers (www.hoovers.com) contains over 12,500 profiles of corporations; snapshots are
free, and in-depth profiles entail a nominal monthly fee. Forbes.com
(www.forbes.com/people) compiles lists of the top 800 CEOs and the 400 richest
Americans, among others. Fortune magazine highlights the 50 most powerful women in
business: see (www.fortune.fortune/mostpowerful/index.html).
Depending on the size of the business, there are several other places to search. Use a local
business directory or a local Book of Lists (www.bizjournals.com), or call the chamber of
commerce to see if they have any information on your prospect's business. Standard
business print references include Dun's Million Dollar Directory, American Business
Disc, Duns Market Identifiers, Standard & Poor's, and Disclosure, both online and on
CD-ROM. All provide information on a company's size, assets, sales and top officers.
You can usually find an individual if he or she is one of the top five to ten officers of a
public company. Information about privately held companies is increasingly available on
the web. Try CorporateInformation.com (www.corporateinformation.com/uspriv.html).
OTHER WEALTH INDICATORS
The American Almanac of Jobs and Salaries is a good general reference for what people
earn in a wide range of professions. The Insider Trading Monitor is a commercial online
service that is available through DIALOG or direct from Thomson Financial WealthID.
Thomson Financial Wealth Identification, formerly CDA/Investnet, is the leading
provider of wealth identification data, insider trading information, and innovative
prospecting solutions. Since 1983, Wealth ID has been helping America's largest
nonprofit organizations, banks, insurance companies, and brokerage firms identify and
track high net worth prospects, donors, and clients at (www.wealthid.com).
Local country club membership lists, other nonprofit organizations' annual reports and
membership directories of civic and volunteer groups offer further information on a
prospect's interests and philanthropy. Donor lists from other organizations around the
city, state or country help define a prospect's interest by seeing what he or she gave to
other organizations. Prospect Research Online is another place to seek out information
about donors.
Magazines such as Worth (www.worth.com) bring the word of the wealthy to print and
online viewers. CEO Wealthmeter (www.cnetinvestor.com) offers information about top
CEOs and their compensation. Property holdings can be found through the Register of
Deeds or through commercial services such as Redi-Info Information Services
(www.redi-info.com), Dataquick (www.dataquick.com), or Lexis-Nexis
102
![Page 27: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/27.jpg)
RESEARCHING MAJOR DONORS ON THE WEB
(www.lexisnexis.com). Many private properties are also listed on Yahoo! at
http://list.realestate.yahoo.com/re/homevalues. Researchers can find the local owners of
expensive pieces of real estate on County Tax Assessors listings at large local public
libraries. This information is also usually available online for a price.
Political contributions can be found on several websites. The Center for Responsive
Politics hosts Opensecrets.org (www.opensecrets.org) Federal Election Commission
databases can be searched at www.tray.com.
SUMMARY
The research you decide to do depends on the amount of time and resources at your
nonprofit. Small organizations may want to go no further than their own database and
contacts. You might also take advantage of the resources of your local library and
perhaps search on the Internet for some of the free sources. Medium-sized organizations
should consider purchasing CD-ROM products such as Who's Who or The Foundation
Center's FC-Search. The initial cost will be high but you will save a lot of time. Finally,
large nonprofits can invest in a commercial service connection such as The Dialog
Corporation or Lexis-Nexis. Prospect L, the researcher's listserv, is one place to ask for
help. Another research strategy is to hire someone to do it for you. There are many
experts in the field and for a potential big gift this may well be worth your investment.
Zimmerman Lehman does this research and you can also contact your regional branch of
the Association of Professional Researchers for Advancement (www.aprahome.org)
By Zimmerman-Lehman Consultants
103
![Page 28: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/28.jpg)
Copyright © 2012 Arts Consulting Group, Inc.
www.artsconsulting.com
the Monthly Newsletter of the Arts Consulting Group
JANUARY 2012
STRATEGIC FUNDRAISING THROUGH OBJECTIVE RESEARCH:
UNDERSTANDING DONOR CAPACITY BY: BRUCE D. THIBODEAU, PRESIDENT
An ongoing challenge facing many cultural organizations during difficult economic times is
how best to raise contributed revenue from multiple sources. One key consideration
related to individual donor identification, cultivation, and solicitation is to first learn more
about the prospect’s capacity to provide financial support to your organization in the earliest stage. Previously costly, and only available to large nonprofit organizations,
individual donor research and comprehensive electronic wealth screening today utilize a
variety of high-powered public data sources that can provide an invaluable and cost-effective tool for organizations of all budget sizes. The results can identify potential new
donors who may already have a connection and commitment to your programs and
illuminate details on current donors who have the capacity to give at higher levels. Armed with donor research information, organizations can find the “hidden wealth” possible
within their audiences and donor lists. This information can provide a way to develop a
major gift action plan that prioritizes limited time and financial resources with the goal of
achieving maximum contributed revenue results.
What is Donor Research & Major Gift Planning?
Donor research can range from talking to a donor and their peers to simultaneously searching and analyzing data from comprehensive online public data sources. Names can
be pulled from single-ticket buyers, subscribers, current donors, members, volunteers, or
anyone who has a connection to your organization. In the past, organizations have had to spend significant resources identifying which of their stakeholders are the best major gift
prospects by performing in-depth research on a case by case basis. Software was
acquired and customized, staff researchers hired and trained on its capabilities, and
months passed as questions were raised about the value of the investment.
Universities and large nonprofits have long employed technology to compile public
information on their constituents, using databases and screening programs to help prioritize and strategize their development and marketing efforts. Google, Yahoo!, and
other search engines are a standard mainstay for very basic research in most industries,
including the arts and culture sector. Some organizations find that budgeting the time
and financial resources to perform such analysis can be challenging, so they rely instead on subjective word-of-mouth on who has “wealth” or simply look at existing donor lists at
other organizations. Development staff and CEO’s must, sometimes out of necessity,
focus on a small portion of top donors, including the Board, in creating opportunities to move them to increased giving.
104
![Page 29: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/29.jpg)
Copyright © 2012 Arts Consulting Group, Inc.
www.artsconsulting.com
ARTS INSIGHTS - JANUARY 2012 (2 of 5)
The above strategies, however, only skim the surface of what is available through public data sources. These tools can allow an organization to ultimately combine research
strategies – subjective and objective – in order to guide your organization’s understanding
of an individual donor prospect’s interests, networks, and giving capacity. But how can arts and culture organizations of all budget sizes be strategic and efficient in their
individual fundraising efforts when mobilizing these tools?
The Three C’s - Connection, Commitment, and Capacity
There are generally three core components that balance a person’s interest and ability to
give to your organization. An understanding of these components provides a more
complete picture and ensures that the donor research can be turned into a successful fundraising action plan. First, determine if a historical “connection” to your institution
exists for that audience member or past donor. If they’ve never attended a performance
or exhibit or seen the impact of your work in the community, there is cultivation work to be done before they are a prime candidate for a short-term donation. Second, assess
their “commitment” to the organization’s programs – regular attendance or other
contributions can be an indicator. Finally, research their financial “capacity” to make a contribution. Donor research and wealth screening can help you prioritize who should be
approached and for what kind of gift (i.e. cash, stock, real estate, etc.).
Perhaps an example here would be helpful in providing some clarity. Likely everyone knows someone who has the “capacity” to provide financial support. Bill Gates, Warren
Buffet, Donald Trump, Oprah Winfrey, and any number of visible billionaires have the
resources. But do they know your organization, its Board, artistic/curatorial leader, founder, or programs (connection)? If they do have connection, do they also have some
form of past experience or a commitment to any of those people or programs in order to
be inclined to give? Ultimately, it will be the combination of all three C’s that will bring about the most expeditious gifts.
PUBLIC DATA RESEARCH TOOLS
With the above in mind, perhaps it is best to provide a summary of some of data-driven research tools that are available. These, and others that are more subjective, can help
provide more thorough insights into donor prospects.
1. LexisNexis Real Estate Property Records is one of the leading national compilers of real property and land data. It contains information on over 120
million properties across the United States.
2. DonorSeries Charitable Donations Database, also known as Waltman’s, contains approximately 5 million records collected from printed annual reports,
event programs, and other published sources. Many records of donor histories
are tracked over the last 10 years and some records include individuals’ college graduation years.
3. DonorSeries Directors Report is the Waltman’s Directors data source and
provides thousands of entries for individuals and their primary affiliation with corporate boards of public firms, foundation boards, and major nonprofit
105
![Page 30: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/30.jpg)
Copyright © 2012 Arts Consulting Group, Inc.
www.artsconsulting.com
ARTS INSIGHTS - JANUARY 2012 (3 of 5)
boards from the arts, social services, education and health organizations as well as participation on civic boards.
4. Annual Reports Charitable Donations Database contains approximately 5
million more gift records that have been harvested from literally thousands of non-profit websites and printed documents. This database increases
by hundreds of thousands of records per week and strives to be the fastest
growing independent collection of charitable gift information publicly available. The data includes a strong collection of recent donor gifts, 2008 through 2011,
and boasts an unparalleled view of giving records over the last two decades.
5. CorpTech Business Profiles provides detailed information on private technology company executives.
6. Marquis Who’s Who Biographies has more than 15 directories, including Who’s Who in America®, and provides concise biographies of over 900,000
leaders and achievers from around the world, and from every significant field
of endeavor.
7. GuideStar Nonprofit Boards of Directors is the national database of U.S.
charitable organizations that gathers data on more than 850,000 IRS-recognized non-profit 501(c)3 organizations and accesses the IRS Form 990
filed by those organizations regarding operations and finances of charities.
8. GuideStar Foundation Trustees is a list of the foundation trustees and board members for approximately 50,000 personal, family, and corporate
foundations, and is one of the single best markers of philanthropy and leaders
in the philanthropic field.
9. Federal Election Commission Political Giving Database includes virtually
every contribution of $200 or more over the past 25+ years, approximately 14 million records. The presence of FEC regulatory records can be one of the most
powerful predictors of individual’s inclination to give, as most records also
include individuals’ occupations or employers, and new data is available monthly.
10. Dun & Bradstreet (D&B)) Business & Executive Information includes full
Duns Marketing Identifier (DMI) file of business records with contact names and titles, D&B Executive at Home Address Records and D&B Biographical
Records. At 14 million records, this is one of the largest and most well-known
sources of information about privately-held businesses and their executives.
11. Edgar Online Insiders displays SEC insider trader transactions (1986 to
present) and current holdings, for stocks as well as for options and other derivatives as reported on Forms 3, 4, and 5. The information is collected to
comply with the regulatory requirements of the Security and Exchange
Commission (SEC). Individuals who are generally the policy makers of a
publicly traded company must provide information to the SEC whenever they make a stock transaction. The transactions, which must be reported, relate to
106
![Page 31: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/31.jpg)
Copyright © 2012 Arts Consulting Group, Inc.
www.artsconsulting.com
ARTS INSIGHTS - JANUARY 2012 (4 of 5)
stock only with the qualifying company, as well as including detailed stock and
options transaction information.
12. Larkspur SEP/Keogh Pensions provides information on deferred income of self-employed individuals and over 2.5 million qualified pension plans.
13. Motivational Annual Report Database is a growing, proprietary collection that includes hard-to-find annual reports, honor roll lists and donor lists in
print. The exclusive database allows prospect researchers to find giving
histories, board affiliations, donor mentions and more. Now, clients can access the physical annual report where your donor is mentioned. Currently, the
database includes hundreds of thousands of pages and 15 million records of
philanthropic information and provides prospect researchers with context and factual information regarding the nonprofit affiliations of donors and prospects.
14. Reuters Market Guide Insider Profiles Market Guide collects in-depth information on over 10,000 public US companies. It also provides additional
information from proxy statements for SEC Insiders and collects and
summarizes information on individual sectors or industries of the US economy
from regulatory filings and corporate annual reports.
15. Federal Aviation Administration (FAA) Aircraft Owners profiles the single
and partial owners of aircraft licensed in the U.S. The listing includes a description of the aircraft, owners, and the address of the managing owner.
The information captured includes model, size, speed and more.
16. FAA Airmen is the official name of the file published by the Federal Aviation Administration includes the names of all certified pilots, regardless of gender.
It displays the name, home city, state and zip and the approved certifications of the individual including domestic and foreign addresses.
17. U.S. Coast Guard maintains a file of all “vessels.” Corporate and individual
owners are required to register their boats and reports contain the name of the individuals and a summary of the vessel’s highlights including information
about recreation and commercial boats and vessels.
18. IRS 527 Political Donors is an often overlooked source of giving information. Most known for the role they play in presidential elections, 527 organizations
can collect contributions of any size and new data is available quarterly.
19. IRS 527 Directors are often political activists in their community who
organize and operate 527 organizations. The IRS 527 directors are the
principal contact persons for learning more about the organization and its finances. This database is updated monthly.
20. IRS 7806 Exempt Organizations is the definitive list of nonprofits and foundations which are currently certified as tax exempt organizations. The files
are updated monthly to quarterly.
107
![Page 32: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/32.jpg)
Copyright © 2012 Arts Consulting Group, Inc.
www.artsconsulting.com
ARTS INSIGHTS - JANUARY 2012 (5 of 5)
21. IRS 990PF Profiles is a complete list of 100,000+ grant-giving foundations, including assets, organization title and contact information.
CREATING THE ACTION PLAN With an understanding of an individual’s connection, commitment, and the detailed
analysis of capacity provided through the data sources above, you are now able to review
the data and create a targeted fundraising action plan. There are many cases where
organizations find that the research results in identifying those whose capacity was not known or was completely underestimated. These individuals could be single ticket buyers
or members who are giving $5 donations and have not been cultivated properly because
they weren’t “perceived” to have the capacity to give. A comprehensive wealth screening of all the databases above will provide information that allows for more detailed
conversations about each stakeholder. An action plan is then created for each on a case-
by-case basis.
The action plan would include steps that outline who needs to be cultivated, how, by
whom, and when. Some organizations who receive wealth screening results take their top
50-100 major gift prospects and careful devise strategies for each. Which person or family needs to receive a personal letter from the artistic leader sharing a touching
educational impact story of the organization? Who needs to be invited to the next gala or
provided special access to artists, curators, or musicians? Who should board members simply seek out at an event to introduce themselves and thank them for attending? Who
should be invited to a dinner with a guest artist? There are numerous strategies that can
be employed to cultivate donors, but it is critical to first establish a priority listing based on informed and objective research to support the subjective instincts about an individual
or family.
CONCLUSION Strategic organizations realize that a small investment in donor research and planning
services can have a huge return in capital, endowment, major gift, and planned giving
campaigns. Wealth screening and effective donor prospecting, generally for less than $1 per record for ALL of the above databases, can also help organizations understand the
demographics of their audience members, where to target limited fundraising resources,
and how to strategically increase their base of support. In the current economic climate,
organizations can create momentum and growth by using every tool at their disposal to understand each patron’s commitment, connection, and capacity to give. Such research is
essential to creating effective fundraising messages and developing successful strategies
for approaching and cultivating the most promising individual donor prospects. The process provides a fundraising “road map” for staff and board to strategically focus on
those prospects and relationships that have the greatest potential for meaningful impact
for the community it serves.
###
MAXIMIZE YOUR MAJOR GIFT EFFORTS IN 2012! CALL ARTS CONSULTING GROUP ABOUT ITS
DONOR INSIGHTS RESEARCH & PLANNING SERVICES TOLL FREE AT
(888) 234-4236
108
![Page 33: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/33.jpg)
When Malia Ka’ai Barrett took overas general manager of the Hawai’iYouth Opera Chorus, it was for thelove of the music—pure and simple.Despite a lifelong involvement withchoruses, Barrett had little trainingor experience in the technicalaspects of running a mid-sizednonprofit organization. She traveled
to Chorus America’s Annual Conference in LosAngeles in June with a goal of gathering tools tomanage a database that included everything from donor information to singers’ costume sizes to a 4,000-work music library. �
Choosing the Best Management Software for Your Chorus
While some choruses havediscovered or devised systems
that work for them, othersare still looking for the best
way to manage their myriad data management needs.
BYTING THE BULLETChoosing the Best Management Software for Your Chorus
B Y K E L S E Y M E N E H A N
www.chorusamerica.org T H E
109
![Page 34: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/34.jpg)
Byting the Bullet continued
At Conference sessions the focus was onfundraising. “People were asking, ‘How muchhas this person given you over the last fiveyears? Would they be willing to make anincrease of $100 or $500?’” she says. “But howdo you know that about your donor base? We track information but we have no way tocarefully look at our data in that way.”
Time (or lack of it) was also an issue forBarrett. “Many of us…are functioning with avolunteer manager or only one administrativeperson,” she continued. “How do you makesure that parents know where to show up for a concert and that the kids have a uniform towear, all while asking them, ‘Would you donate a hundred dollars?’”
Barrett is not alone in her struggles. Overthe past year, a number of chorus managershave confessed their growing frustration with
their data management capacity. They’ve beenasking Chorus America: Is there a way to makeour current system work better? What aboutthe new “donor management” or “relationshipmanagement” programs that promise to helpyou track and categorize those who give toyour organization? Can these programs alsohandle our other data needs?
Last September Chorus America surveyed a representative group of choruses of varyingtypes, sizes, and budget levels to find out whatkinds of database systems they were using,how the systems were working, and what thechoruses were looking for in data managementsoftware (if they were to upgrade).
Then we talked directly to managers ofchoruses who were at different places on thedecision spectrum, from those using Excelspreadsheets to those successfully navigatingmore sophisticated donor management systems.We also gathered information about the manysoftware programs that arts organizations arecurrently using to manage their data.
< RESOURCES/CONTACTS >
Candy [email protected] 813-968-7986
Lloyd [email protected] 562-698-5914
www.TechSoup.org
www.allianceonline.org
www.compasspoint.org
www.dmoz.org
www.technews.org
http://www.tgci.com/magazine/Selecting%20Fundraising%20Software.pdf
< ABOUT >
Chorus manager of the Tampa Bay Children’s Chorus; created her chorus’s Access database to her specifications
Vice president of Chorale Bel Canto in California; formerly a computer trainer and technical support consultant; knowshow to navigate Access
Offers community forums, articles on products/software,email news and product alerts; designed specifically fornonprofits, donated software available
Helps nonprofits with their management; offers consulting,conferences, newsletters and reports, surveys, bookreviews
Consulting organization for nonprofits; offers workshopsand conferences, training in fundraising and management,professional development
Open directory; ability to find info on all kinds of software
Information about evaluating donor software
Corinne Waldenmayer’s article for The GrantsmanshipCenter on steps for choosing the right software
MANAGEMENT SOFTWARE RESOURCESMANAGEMENT SOFTWARE RESOURCES
47%Up to 47 percent of survey respondents
said they wanted toupgrade their data
management system.
They cited a number of weaknesses in their
current systems, includinguser-unfriendly features,
donor-tracking difficulties,an inability to share
the program with multipleusers, and an inability to
integrate data.
www.chorusamerica.orgT H E
110
![Page 35: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/35.jpg)
Though we found no magic bullet for meetingchorus data management needs, we did uncoversome information that we hope will serve as aguide for choruses as they evaluate their options.
The Survey: What You Told UsOf the 143 choruses responding to our survey,92 percent were using either Microsoft Excel or Access (or a combination) as their mainplatform for managing their constituents.Only a handful of choruses were using a donormanagement program as their main platform.Some 50 choruses were using other programsto handle common tasks, such as bookkeeping,ticketing, and email marketing. (For descrip-tions/contact information for the products andcompanies mentioned by survey respondents,see sidebar on next page).
Up to 47 percent of survey respondents saidthey wanted to upgrade their data managementsystem. This group of potential upgraders cited a number of weaknesses in their currentsystems, including user-unfriendly features,donor-tracking difficulties, an inability to sharethe program with multiple users, and an inabilityto integrate data.
The most important features they were look-ing for in a data management system included:• Donor tracking • Patron email list and mail list management • Marketing and solicitation creation and
tracking • Member and volunteer list management • Ticket sales
Is a Simple Database Program Enough? Given the number of choruses currently usingExcel or Access, we wondered: Are choruses get-ting the most from these programs? Or do theyneed to step up to something more complex?
First, some definitions. Excel is a databaseprogram, and Access is a relational databaseprogram. The difference is an important onefor choruses. “A database is something thatallows you to organize, view, and edit a relatedset of information,” writes Laura Quinn, directorof Idealware, which provides candid reviewsand information about nonprofit software. “Arelational database can link multiple types andlevels of information together…and managethe relationships between all of those things.”
For choruses, an Excel database might store information about all your singers, yourdonors, your subscribers, or anything else youwant to track easily and report on, but it can’teasily handle the overlaps in those categoriesor filter for subsets in one category.
“If all you ever need is a single line of infor-mation for a person, then Excel can be adequate,but only barely so,” says Tim Magill, an IT consultant who sings with and heads the boardof Musica, a chamber choir in Dayton, Ohio. “Itis difficult to query if you have all your donorsin a spreadsheet and ask, ‘How many have givenmore than x amount?’ It’s challenging andbecomes rapidly more challenging the morecomplex your requests.”
A relational database, on the other hand,“allows a person to have multiple attributes—they can be a donor, a singer, and a boardmember,” says Magill.
That’s why Lloyd Kaneko, vice president of Chorale Bel Canto in Whittier, Californiarecommends that choruses migrate their datafrom Excel to Access or to another programthat allows them to build their own database.Kaneko recently made the switch with CBC’sdata and now manages one integrated Accessdatabase rather than separate spreadsheets.
“Small and mid-sized groups can get by withan Access database,” he says. “Send someone toget training at the community college. It’s easyto use.”
But Access has its limitations, too. Alan Spoolhas devised a fairly effective system based onExcel/Access for the Vivace Youth Chorus of SanJose, California, for which he serves as treasurer.But he’s still looking around for something thatwill interact with email and with their account-ing program. “We didn’t set Access up to trackand take care of donors,” he said. “Access is apowerful program and you can make it friend-lier—it just takes more effort to clean it up.”
Candy Otte, chorus manager of the TampaBay Children’s Chorus, has spent the last nineyears finessing their Access database to createthe array of lists and forms needed to trackchildren and families who live in five counties inthe Tampa Bay area. She can sort the choristersalphabetically, by the places they rehearse, andeven by their height. “There is no limit to thenumber of things you can track in Access,”she says. “You can do a secondary table thatconnects to your primary table.”
But because she built the database fromscratch, she’s not sure she could hand it off tosomebody else. “If I were building this databasefor someone else, it would be simpler thanwhat mine has evolved to.”
Byting the Bullet continued
92%Of the 143 chorusesresponding to our
survey, 92 percent wereusing either Microsoft
Excel or Access(or a combination)
as their main platform for managing their
constituents.
www.chorusamerica.orgT H E
111
![Page 36: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/36.jpg)
< PROGRAM > < FEATURES > < WEBSITE > < CONTACT >
ACT! Manages contacts www.act.com 1-877-386-8083
Theatre Manager Manages contacts, ticketing, fundraising, memberships www.artsman.com 403-536-1214
AudienceView Provides ticketing system, targeted marketing, funds management, real-time data reporting www.audienceview.com 416-913-6125
Campaign Monitor Provides bulk emailing, email designing, spam testing www.campaignmonitor.com
Charms Web-based; manages fundraising, music inventory, events; tracks payments; bulk email capabilities www.charmsmusic.com 214-556-1912
Constant Contact Provides email marketing and survey capabilities www.constantcontact.com 1-866-876-8464
DonorPerfect Manages fundraising and memberships; e-marketing capabilities www.donorperfect.com 800-220-8111
DonorWorks Manages contacts, fundraising, tasks, events www.donorworks.com 800-327-1476
ebase Designed specifically for nonprofits; manages contacts, members, financial data, events www.ebase.org
eTapestry Web-based; manages fundraising www.etapestry.com 1-888-739-3827
FileMaker Pro Manages contacts and finances; creates reports; provides database sharing; web publishing capabilities www.filemaker.com 800-325-2747
FundRaiser Manages fundraising; mail-merge and bulk mail capabilities www.fundraisersoftware.com 800-880-3454
GiftMaker Pro Manages fundraising and events http://www.blackbaud.com/bb/gmp/welcome.aspx 1-800-468-8996
GiftWorks Tracks donors and donations; creates reports; bulk mailing capabilities www.missionresearch.com 888-323-8766 x2
Lotus Approach Manages business information; creates reports http://www-306.ibm.com/software/lotus/products/smartsuite/approach.html 1-800-IBM-4YOU
Metafile Organizes data and documents www.metafileweb.com 800-638-2445
Microsoft Access Organizes and tracks data www.office.microsoft.com
Microsoft Excel Organizes data; spreadsheet platform www.office.microsoft.com
MuseMinder Web-based; specifically for arts organizations; tracks donors, members, fees, accounts, events www.museminder.com [email protected]
MyMailList Organizes contacts; bulk mail capabilities http://shop.avanquest.com/usa/prod.php?pid=88 800-325-0834
Patron Donate Web-based; manages donations www.patrontechnology.com 212-271-4328
Patron Register Web-based; modular format; ticketing capabilities; tracks members and events www.patrontechnology.com 212-271-4329
Patron’s Edge Manages ticketing and members; option to use concurrently with Raiser’s Edge www.blackbaud.com 800-443-9442
ProVenueOnline Provides online ticket sales in real-time www.tickets.com/provenue 888-397-3400
QuickBooks Manages accounting and financial info www.quickbooks.intuit.com 877-683-3280
Quicken Manages accounting and financial info www.quicken.intuit.com 1-800-811-8766
Raiser’s Edge Manages donors, members, employees; fundraising capabilities; creates invoices www.blackbaud.com 800-443-9441
ResultsPlus! Tracks donors, donations, members, prospects www.resultsplussoftware.com 800-638-2445
Sage50 Manages financial info and payments; creates invoices; capability to link with Excel www.sage50.co.uk
Sales Force Manages sales www.salesforce.com 800-667-6389
SugarCRM Commercial open source customer relationship management software http://www.sugarcrm.com 1-877-842-7276
Target Resources Group Client-based consulting service for arts organizations www.trgarts.com 719-686-0165
Tessitura Manages contacts, fundraising, ticketing; web transaction and marketing capabilities; creates reports www.tessiturasoftware.com 214-265-1908
Ticket Creator Creates and prints tickets, manages reservations www.ticketcreator.com [email protected]
Vendini Ticket Systems Modular format; provides online ticket sales www.vendini.com 1-800-901-7173
Xceed Software Provides data grid and data compression www.xceed.com 1-800-865-2626
DONOR AND MANAGEMENT SOFTWARE COMPANIESDONOR AND MANAGEMENT SOFTWARE COMPANIES
www.chorusamerica.orgT H E
112
![Page 37: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/37.jpg)
handle everything,” says Harold Lewis,treasurer at the time of the search, nowdevelopment manager.
After using demos of four donor manage-ment programs, they settled on one andhave been reasonably happy with it.“Coming from working with just Excelspreadsheets, the new software has been alifesaver,” says Lewis. “We can do reports,special queries, mass and targeted emails,which save a lot of time.”
The Chorus uses a different program for its online ticketing and has created its own software program to manage its annual auction.
The Human FactorEven if a chorus finds a program that worksreasonably well for them—be it Excel/Accessor something more sophisticated—they still have to deal with what some call “thehuman factor.”
“Artistic types don’t do all that well with data and computers,” Lewis says, “andmaking a change is very threatening forvolunteers.”
Lewis recalls that when the Chorusmoved to a computerized ticketing system,the long-time volunteer who had done theseating by hand objected strenuously. Hethought he was about to be replaced. “Wehad to reassure him over and over,” Lewisrecalls.
The other issue with data management is sustainability. Often maintaining the systemlands in the lap of one person in the organi-zation—often a volunteer. “Only one personin the organization knows how to print out a mailing list,” laments Sally Hilliard, vicepresident of the Sonoma Valley Chorale.
“I feel there must be a better softwareprogram for children’s choirs,” she says.“I have searched the web and tried other‘contact manager’ type programs, but keepcoming back to my own Access version,primarily for the forms I have built into it.”
Bess Foley, a financial consultant forsmall nonprofits, is familiar with both thestrengths and weaknesses of Access. “Accessis Excel on steroids,” she says. Though sheknows that people use it successfully, shefinds it unfriendly and difficult to format.
Even so, Otte and Kaneko feel their hard-won experience with Access may be helpfulfor their fellow chorus managers. They arewilling to set up conference calls with chorusmanagers to answer their questions. (Seeresources sidebar on page 17 for contactinformation.)
What About Other Data Management Systems?A growing number of companies, many ofwhich are business members of ChorusAmerica and exhibit at Annual Conferences,are selling programs that promise to man-age all or part of the data and tasks particu-lar to choruses. These programs range fromoff-the-shelf software fundraising packagesfor under $100 to fully integrated programsselling for thousands of dollars that purportto handle all the front office and back officeneeds of an arts organization. (See sidebaron previous page.)
The companies describe their productsin various ways, depending on their pri-mary function:• Donor management, community
relationship management, constituentmanagement or development programsfocus primarily on fundraising and/orfundraising events. Raiser’s Edge,DonorPerfect, DonorWorks, eTapestry,FundRaiser, GiftWorks
• Music office management programs,originally geared toward school musicprograms or dance troupes, are favoredby many children’s or youth choruses.MuseMinder, Charms
• Email marketing programs allow chorusesto send “email blasts” or e-newsletters tocontact lists. PatronMail, CampaignMonitor, Constant Contact
• Ticketing services programs help cho-ruses manage reservations and onlineticket sales. AudienceView, Patron’s Edge,ProVenueOnline, Ticket Creator
• Mail list management programs orga-nize contact information for bulk mail-ings. MyMailList
Many of the products do not fit easilyinto just one category because they packageseveral functions into one program or offeradd-ons, such as website design. Some programs claim to be fully integrated,while others say they are moving toward a one-stop-shop in their future upgrades.
Foley cautions chorus administrators tobe leery of any program that claims to doit all. “Choruses often want one product todo multiple tasks,” she says, “but there isalways one of them that it’s not going todo. It’s a matter of identifying the highestpriorities and going after the software thatdoes that best. Get separate software forthe other tasks.”
Other chorus managers concur. “Thereare databases you can purchase…that man-age individual singers, instrument rentals,costumes, and your music library, but there’sno feature to manage your donor base,” saysBarrett of the Hawai’i Youth Opera Chorus.“And there are programs that are great atmanaging donors but don’t include musiclibraries or tuition payments.”
“Thus far what I’ve found doesn’t reallywork for us,” she says. “I feel certain some-thing can be crafted, but it’s a matter ofwho can do that.”
Like Barrett, the administrative staff atthe Gay Men’s Chorus of Washington waslooking for a program that did it all. “Welooked for integrated solutions, but therewere no systems out there that could
Byting the Bullet continued
> Singers> Multiple ensembles> Multiple rehearsal venues> Multiple performance
venues> Singers’ parents
(children/youth choruses)> Music library
> Uniforms/Costumes> Seating charts > Concert venue seating > Instrument rentals> Board members> Donors> Foundations> Subscribers
> Single-ticket purchasers> In-kind donations> Fundraiser guests> Auction donations> Auction purchases> Add your own ___________
____________________________________________
DATA THAT CHORUSES MANAGEDATA THAT CHORUSES MANAGE
www.chorusamerica.orgT H E
113
![Page 38: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/38.jpg)
“That’s scary and frustrating. Another personhandles tickets, all by hand. We can’t rely onthat in the future.”
Barrett says that arts managers and technicalexperts often talk past each other when it comesto data management conversations. “When trying to explain our need to a computer person, it’s almost like we are talking a foreignlanguage,” she says.
There is also the age-old problem of inertia.“When an organization is in motion it’s hard to move on [to another system],” confessedSpool. “It’s like, ‘What we have may not be ideal,but it works.’”
Navigating Your OptionsSo is there a solution to the data managementneeds of choruses? Representatives of the various software companies say yes, but it isincumbent on chorus managers to vet theseproducts carefully. “Your organization’s invest-ment in fundraising software isn’t limited to the amount of money you pay for the softwarepackage and its maintenance,” writes technologyconsultant Corinne Waldenmayer in an articlefor The Grantsmanship Center (see resourcessidebar). “The time that staff must expend tolearn the software and successfully integrate itinto the organization’s operations can also bequite costly. Due diligence is therefore inorder.”
Here are several steps that chorus managersshould take before deciding which software isright for their organization:
Prepare• Treat the software purchase as a very serious
project—like selecting a new conductor.• Think about everything that your chorus
needs.• Decide exactly what you need the software
to do. How do you want to use your data?What kinds of reports do you want? Whatdo you want the screen to look like?
• Determine output needs before designingthe database. What information do you want to put in, and what information do you want out?
Research• Ask lots of questions.• Talk to other people using the software,
particularly those in the performing arts.(The companies you are considering should provide references, but call others on your own.)
• Do a comparative analysis of products underconsideration.
• Make sure the program works with othersoftware you have.
• Get technical advice from trusted sources.• Fully utilize demos and test modules.• Learn how to use the software before you
purchase it. Don’t buy anything that will betoo complicated for the staff to figure out.
• Get a consult from an IT specialist.
Making the Purchase• If there are certain features that are necessary
for your organization, make sure that youhave the necessary funds for software thatcan meet your needs.
• Be sure to purchase the support package.
Converting To a New Program • Build in more time for conversion and
training than you think you’ll need.• Train several people in the use of your new
program so you are not dependent on oneperson.
• Be very careful with the initial transfer ofdata. Remember the old adage, “Garbage in,garbage out.” �
Kelsey Menehan is a writer, choral singer, psychotherapist, and frequent contributor to the Voice. She lives in Washington, D.C.
T H E
© Chorus America. This article is reprintedfrom the Winter 2007/08 issue of The Voiceof Chorus America. For more resourcesabout choruses and choral singers, visitwww.chorusamerica.org.
OF C H O R U S A M E R I C A
114
![Page 39: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/39.jpg)
Individuals The most effective way to ask
Method Response Rate
Average Gift
Cost Volunteer Time
Staff Time
Direct Mail Very Low Low Low Minimal Low
Personalized
Letters Higher Higher Higher Variable Higher
Telethon Higher Higher Inexpensive Extensive Extensive
Telefunding Higher Higher Substantial None Supervisory
Personal
Solicitation Tremendous Great Relatively
Low High Substantial
Special
Events Variable Admission + Generally
High
Extremely
Extensive Substantial
115
![Page 40: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/40.jpg)
Source: The Fund Raising School Center on Philanthropy
PROSPECT-TO-DONOR PLAN
Tips: Whenever possible, use the home turf of the prospect.
Limit visit to no longer than 45 minutes, preferably 20-30 minutes.
OPENING (Use 5% of time here)
Establish
Warmth & Rapport
Purpose
The big need
Service
Required
Summary of involvement
Permission to present
INVOLVEMENT (10% of time)
Explore: Singers in chorus?
Relationships
Friends, family?
needs goals
Feelings Find out what donor
values. (arts?)
Mutual concerns artistic excellence?
OK to PROBE
Are you
familiar with our chorus
and our need
for …..?
Have you
been to a concert
lately?
PRESENTATION
(30% of time)
May I present -
“F-B-Q”
Features
Benefits
Questions
Lead
into
CLOSE
After close
PLEDGE
FIVE TIME CLOSE
1. Benefits: “join”
2. Agreement
3. Disagreement
4. Results of
nonsupport
5. Something different
STOP Meeting Objections
Reassurances
116
![Page 41: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/41.jpg)
Kelly Ruggirello
CMI 2012
Sample Solicitation Dialogue for Role Modeling
Making an “ask” or soliciting for a gift is typically the culmination to numerous
meetings, visitations, performances, etc. during which time prospect interest in the
project has been identified through informal conversations. This typically takes 3
– 5 “contacts” with the prospect to make him/her knowledgeable about the cause,
to develop a relationship, to determine interest and ability in supporting the cause,
and to gain his/her trust in you and other project leaders.
When you have determined that the time has come to ask for the gift….
Arrange the Meeting
Call the prospect to arrange a meeting: “Hi [prospect], this is [solicitor]. How’s
your [mother, son, holiday – something to make a personal connection]? I’d like
to get together this week to update you about our chorus and to continue our
discussion about possible ways you might consider becoming involved (or
deepening your involvement.)
The Meeting Begin with a few minutes of informal conversation to continue building that
personal connection. During this time listen for clues dropped by the donor
regarding timing and finances. (Examples: “My daughter just started Harvard,
and wow, is that tuition costly”, or, “I’m remodeling my house and it’s costing a
mint”). These are subtle hints that your timing for a solicitation might be
postponed, or the ask should be reduced.
The Ask “Thank you so much for meeting with me today.” (transition)
“I know from our prior conversations that you are interested in the progress
of our chorus.’ Give update on cause, then give update on fundraising
progress to date and funds remaining to be raised.
Let prospect respond to information, ask questions, etc.
“Would you consider supporting this project?” (ask)
117
![Page 42: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/42.jpg)
Kelly Ruggirello
CMI 2012
Response Scenarios
A. “YES! Absolutely!!”
Review menu of opportunities and recognition benefits and try to sense
interest and financial ability.
Guide prospect to a level “I would love for you to consider a gift at the
[diamond] level or a gift of [$5,000], which would allow us to [further
cause- hire an orchestra, feature a guest soloist, perform a world premiere..]
Is that do-able for you?” If prospect indicates too high – suggest another
level.
“Would you like to pay that in one payment or in installments? Would you
like an invoice, or how would you like me to follow up?”
“Can you recommend others who would be interested in supporting this
project? Would you be comfortable making the introduction for me/making
the introductory phone call/inviting him/her to a performance, etc.?”
B. “NO”: (determine reason):
PROJECT CONCERN: Be prepared to handle objections by validating the
prospect’s concern or issue. Acknowledge their issue as important, and
respond with additional information and/or suggest another meeting with
someone who can provide further clarification. “Do you have any questions
about the project that, if answered, would help you re-evaluate supporting
the chorus at this time?”
TIMING OF ASK:“Is this a project you might be interested in sponsoring in
the future (“after your child graduates, upon completion of your add-
on….”)?” “Would it be more convenient to re-visit the idea of sponsorship
in a month, six months, a year?”
GET REFERRALS: “Can you recommend others who would be interested
in supporting this project?”
C. “Thanks again for meeting today. I’d love for you to be my guest at…”
Follow-up
Send a follow up thank you card, and re-iterate invitation. For prospects-turned-
donors, stewardship might involve arranging meetings with other donors, artistic
director, bi-weekly progress updates by phone or email, recognition at a Board
meeting and/or donor reception Keep those who declined in the loop (and
continue to check ability/interest) by inviting to events and sending informational
mailings.
118
![Page 43: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/43.jpg)
CONVENTIONAL WISDOM WHEN SOLICITING A GIFT.........
1. For Board Members and Volunteers: Give yourself before asking others to give. 2. People do not give to causes. People give to people with causes. 3. As solicitors, we do not have the right to deprive anyone of the privilege of saying "No". 4. If your knees are shaking, stomach uneasy, tongue dry just before you are ready to start on a solicitation visit, remember the time-honored admonition: "Kick yourself aside and let your cause walk in."
5. The principal reason people do not give: They are not asked! 6. Rarely do we know the donor's real interests......and often, when we ask, he/she will tell us what they are. 7. If you are not going to ask for money, forget even trying soliciting a gift. 8. The solicitation is never completed until you close. 9. Honor the donor by asking at the right level -- at the level of the donor's perception of his/her ability to give. 10. Effective solicitation is the right person soliciting the right prospect for the right gift at the right time for the right purpose.
11. Effective solicitation is 60% listening and 40% talking.
12. Be persistent, optimistic and excited about your cause.
(Adapted from the Fund Raising School Center on Philanthropy)
119
![Page 44: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/44.jpg)
Sample Gift Table for a $100,000 Goal for Individuals
# Amount Total Cumulative
Prospects
Needed We Have Prospects
1 $15,000 $15,000 $15,000 3 2 name, name
1 $10,000 $10,000 $25,000 3 2 name, name
5 $5,000 $25,000 $50,000 15 8 name, name, name, etc.
6 $2,500 $15,000 $65,000 18 15 etc.
16 $1,000 $16,000 $81,000 48 40 etc.
18 $500 $9,000 $90,000 54 44 etc.
20 $250 $5,000 $95,000 60 61 etc.
many <$250 $5,000 $100,000 everyone else
67 $100,000 $100,000 201 172 TOTALS
from Corty Fengler and Kelly RuggirelloChorus America CMI 120
![Page 45: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/45.jpg)
This article is reprinted with permission from Blue Avocado, a practical and readable online magazine for nonprofits. Subscribe free by contacting the Blue Avocado editor or visiting www.blueavocado.org.
The only thing worse than not having fundraising staff is having bad fundraising staff. To help you avoid the mistakes many others have made in hiring development staff, we’ve stolen a script of a scene with consultant Leyna Bernstein as she talks with an executive director contemplating hiring fundraising staff for the first time. Olivia, in a tired voice: As you know, I'm the executive director of a nonprofit, and we've decided we need to hire a development director. We don't have any dedicated fundraising staff right now, and I spend too much of my time raising money. I just can't keep this up. Leyna, eyebrows raised: So your goal in hiring a development director is to free your time from fundraising? Olivia: Yes, of course. But even more than that, we need to raise more money. Leyna, with a sympathetic look: Well, actually the goal of hiring fundraising staff is not to free up the ED from fundraising; it's to maximize the use of the executive director's time in fundraising. You will probably spend the same amount (or even more) of your time fundraising, but you'll raise more money doing it. Olivia: Wait a minute! I'm going to spend the same amount of time fundraising? (She almost drops her bagel, but catches it.) Leyna: Yes, but your time will be spent more productively. With your new staff on board, you’ll have someone to get the thank you notes out on time, the e-blasts written, the fundraising letters out. Also, this person can track grants, keep on top of deadlines for grant reports, fill out the CFC forms, make sure everything happens on time. Olivia: But if this person is doing all those things, won't I have more time I can devote to strengthening program quality and managing the budget? (Olivia notices cream has curdled in her coffee and she waves at waitress for new coffee and cream.) Leyna: Umm, probably not. You'll need to spend the freed-up time on relationships with foundations, with donors, with government agencies, with board members, and on writing grants and letters. (Leyna grimaces as she accidentally bites her tongue.) Olivia: But wait a minute! The work you're talking about -- tracking deadlines and sending out fundraising letters -- that’s not for someone as highly paid or skilled as a development director, right? Leyna: Right! If your organization doesn't have dedicated fundraising staff, the first position to hire is not a development director. It's a development coordinator or associate. I like the title "development coordinator" because it reminds everyone that this person is coordinating activities, not doing fundraising on their own. Olivia: Actually, hiring a development coordinator feels right. But how about helping us with fundraising strategy and getting into major donors, which we really haven't done before? (Nods to self in satisfaction with fresh coffee.) Leyna: Right now you don't have any staff dedicated to fundraising. You need both high-level help with strategy and lower-level help with the details. So first, remember a lot of fundraising is in doing the details right. And instead of paying someone at a development director salary to do support work, hire a development coordinator and then a fundraising consultant for strategy. Olivia: So what qualifications do I look for in a development coordinator?
121
![Page 46: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/46.jpg)
Leyna (trying to pick poppy seed out of teeth unobtrusively): Someone who knows the nonprofit world and is above entry level, and who is interested in fundraising. This person must know their way around the web and be able to string together coherent sentences. They won't be writing the spring appeal, but they'll be working with a lot of written material. Someone who sees this as an opportunity to build a career in fundraising or in the field you work in. It's probably going to be their first job in fundraising. Olivia (hands Leyna a toothpick): What about someone in sales? Leyna: Not unless they have the other things I've mentioned. Retail sales are all about people. This is more about systems and details and supporting others. Someone who's worked in a sales environment supporting the salespeople might be good. Olivia: Okay, now how do I find such a person? Leyna: Well, you can put it out there on Craigslist, etc., but you're better off networking with board members, volunteers--especially younger volunteers, someone on staff who has good all-around administrative skills and who also volunteers for another nonprofit. Who are your great support staff? Great interns? Great volunteers? Olivia, ruefully: I bet you see a lot of nonprofits acting stupid around hiring development staff. Leyna: Well, here are the three stupidest things I see nonprofits do. First, they think they should hire a development director when what they need is a development coordinator. Second, they forget to budget for the costs beyond salary, like software, computer upgrades, the cost of more mailings and collateral, association dues, professional development, and cultivation events. Third, they want to make a big leap with major gifts, so they decide they want someone with a lot of experience with major donors. But they forget that Major Gifts Officers and Development Directors are seldom a department of one. Fundraisers with experience and well-honed skills need support staff and systems in place to enable them to function well. Olivia: I have to confess I don't like the idea of having to train someone completely new to fundraising. Leyna: You won't have to do it all. Get them into fundraising circles like DER (Development Executives Roundtable), AFP, or other groups of people who are doing fundraising, not consulting in fundraising. Ask your experienced board members to coach or mentor them. Send them to grantwriting classes and fundraising workshops so they meet others and get new skills and confidence. Olivia, sotto voce: Don't look now, but I think George Clooney just came into the restaurant behind you. Leyna (rapidly swiveling around and standing up): Where?! Leyna Bernstein (www.leynabernstein.com [4]) is a nonprofit leadership consultant who specializes in executive director and development director search and board development. She has raised money as a volunteer and as the board fundraising chair for three organizations. Before opening her own consulting practice, Leyna was a senior staff member at Bay Area nonprofit support center, and was a human resources executive in the corporate world. She is based in Albany, California. Leyna's lifelong, unrealized ambition is to be on Dancing With the Stars, preferably with George Clooney.
122
![Page 47: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/47.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
OUR CHORUS ANNUAL FUND RAISING PLAN
Overview of Fund Raising Achievements
Our Chorus’s 2010-11 annual fund raising goals were budgeted at $ 96,000. The Chorus
raised $ 94,620. This represents a 22% increase over the previous year 2009-10, much of
which came from increased foundation support.
Goal 10-11 Actual 10-11 Goal 11-12
Foundations $ 48,000 $ 49,500 $ 50,000
Government $ 4,000 $ 4,000 $ 4,000
Individuals (incl. Board) $ 30,000 $ 28,120 $ 39,000
Corporations $ 7,000 $ 6,000 $ 7,000
Special Events $ 7,000 $ 7,000 $ 8,000
TOTALS $ 96,000 $ 94,620 $ 108,000
123
![Page 48: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/48.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
Goals for the 2011-12 Season
1. Increase the revenue from individuals by 39%. Change the culture of Board giving,
adding additional board members and encouraging higher giving.
2. Provide the greatest possible value to donors and prospective donors through
enhanced cultivation and recognition. Communicate with the constituency. Deliver
donor benefits to all donors who qualify.
3. Increase the number of donors in the top categories of giving.
4. Acquire 30 new individual donors.
5. Create a schedule of solicitations that can be used from year to year to better track
donor moves management.
6. Continue to expand development database to track gifts, acknowledgments, addresses,
biographical information, and donor history. Enter new data for prospects.
7. Conduct research on foundations and corporations to facilitate more solicitations.
Update the foundation and corporate donor files with history and information on each.
This gift table covers all donations for the entire fund raising effort, including
foundations, corporations, government and individuals, but not special events.
Prospects
Needed Prospects We Have Prospects
1 gift of $15,000 = $15,000 1 1 Smith Foundation
1 gift of $10,000 = $10,000 3 2 Gloria Gotrocks; Jones Foundation
1 gift of $7,500 = $7,500 3 2 Great Foundation; Stanley Singer
3 gifts of $5,000 = $15,000 9 4 Our Board President; Mrs. Moanai, James Morrison
5 gifts of $2,500 = $12,500 12 6 ; Jane Doe; City Govt grant; Company #1; Company #3; Madri Gall
7 gifts of $1,500 = $10,5000
18 10 Foundation #4, Foundation #5; Martin Motet; Patsy Callia; Gordon Gigue; Company #2
10 gifts of $1,000 = $10,000 30 18 etc.
16 gifts of $500 = $8,000 42 19
20 gifts of $250 = $5,000 40 38
many gifts of less than $250 = $6,500 140 125
64 total gifts total = $100,000 298 225
124
![Page 49: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/49.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
INDIVIDUALS (BOARD AND OTHERS)
2010-11 Actual: $28,120 Board $ 8,550 Non-board: $19,570
2011-12 Goal: $39,000 Board $16,000 Non-board: $23,000
Timing: October through May
Number of current donors: 122 2011-12 Goal # donors: 152
Expected to repeat: 85% of last year’s actual $ 23,902
Total in new/increased gifts needed in 2011-12: $ 15,098
This is the year when we are going to concentrate fully on Development, especially
enhancing our gift support from individuals. Increasing the goal over our actual
achievement by 39% is a huge undertaking, but until we focus on a proper annual fund
from individuals, our Chorus cannot move forward. This requires particular leadership
from the Board.
Last year the Board gave gifts totaling $ 8,550, up only slightly from $ 8,100 in the prior
year. Because of the need for significant additional gifts from individuals this year, the
Board’s giving will set the tone for fund raising from individuals this year. This year’s
Board goal is set at $ 16,000 from 16 Board members, which is an 87% increase. Special
opportunities for underwriting concerts and programs this year will be made available to
individuals (they had only been available to corporations in the past), and Board members
will be offered these first.
For all individuals, we hope to move our $500-plus giving level from a membership of 32
to a membership of 44 with a new patron level at $5,000 and above.
The non-board goal for individuals is $ 23,000. [Here discuss the goal, what kind of
increase, how you plan to get this increase (bigger gifts at the top? more gifts at the
middle? many more new donors? - it depends on your circumstances).]
We hope that both the Board and other volunteers will be able to identify new prospects
in the higher prospect ranges. We will be looking for upgrades especially in the $1,500
range and the $1,000 range. We must find over 20 strong new prospects for high level
gifts in order to achieve the major gift goals.
Strategies
This year the Development Committee of the Board will be very active in cultivating
prospects and asking for gifts face-to-face. We have a case statement that can be used for
individual meetings, and each member of the committee will be assigned five prospects to
125
![Page 50: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/50.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
visit with personally. Personal thank-you notes always go to donors from the Board
President. Special attention for high level donors is executed with the new benefits listing
approved by the Board last year.
Since the Development Committee is strong this year, its work will drive the annual fund
campaign. In addition, we will use direct mail and a Board member/volunteer phonathon
evening to attempt to acquire 30 new donors.
For current donors in the upper gift categories, a personal letter with personal follow-up
will be sent. Each letter will be signed by the person who will follow up, and the letter
will contain a suggested amount reflecting an increase where appropriate. For new
prospects for $500 and $1,000 gifts, individual personalized letters with personal follow-
up is important. We expect that there will be about 30-35 of these solicitations (current
donors and high-level prospects). For new prospects, a letter will go out in winter,
followed by personal contact by Board members/volunteers.
Building the database of individuals will also be a top priority. This will include gathering
information on their interests, other groups they support and their capability.
Benefits
[Here insert your benefits list. Be sure to review your benefits to be sure you can deliver all of
them, and that they are appropriate for the gift level. Think about raising the bar. New gift
categories at $50 more each? How about special recognition at $1,250?
Which cultivation or recognition events will you do? You should find ways to bring higher level
donors closer to you. A special evening and dinner with the Music Director? Special dessert at a
local restaurant with him/her after a concert? How will you recognize your volunteers?]
Timeline
[Here insert your list of things to do in each month of the year. Include all mailings, events, calls
to make, special work to do, proposals to write (foundation and government, in general),
volunteer events and meetings, volunteer recruitment for committees, articles to be written for
your newsletter, research, solicitations, packet preparation. All this takes time and must be
spread out so staff and/or Board members can cope.]
One way to do it is to list for each month:
Fundraising activity: (mailings, solicitations, research, etc.)
Benefits: (special letters, invitations, receptions, CDs, etc.)
Recognition events: (receptions, open rehearsal, etc.)
126
![Page 51: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/51.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
Example Objectives:
Board of Directors
1. Expand Board membership to # members with 100% Board participation in annual giving
requirements.
2. Maintain strategic development identification, acquisition, retention and tracking systems. Individuals
1. Acquire # new individual donors.
2. Increase the number of donors in all giving categories by #%. (utilize upgrade and special project
appeals)
3. Schedule # personal meetings per month with current, prospective and/or lapsed donors (track visits
by President, Chairman, Dev. Director and Vice-Chair, Development). 4. Maintain strategic development identification, acquisition, retention and tracking systems. 5. Utilize Dev. Committee in oversight of Stewardship Plan and Timeline.
Direct Mail Appeal Timeline
DATE: Mailing to all current donors listing all opportunities available for support during 11/12
season. Follow-up calls to be made within two weeks.
DATE: Personalized mailing to all lapsed donors
DATE: Direct mail drop to all donors, lapsed donors, non-donors, VIP’s and alums that have not
yet made an annual fund contribution.
Stewardship Activity Plan and Timeline
(in addition to program listing, signage, reception acknowledgement, gift, immediate letter and follow up
phone call)
DATE Monthly e-blasts to all donors
DATE: Board Thank-a-thon
DATE: Holiday card
DATE Mid-season thank you letter
DATE: Season Sneak Preview party
CONCERT UNDERWRITING
Objectives
1. Approach Board, community members and corporations and foundations who made gifts last year to
renew gifts for current year.
2. Schedule # personal meetings per month with current, prospective and/or lapsed donors.
3. Engage Board members to invite major gift prospects to performances and social gatherings.
4. Create new sponsorship packets for 2011-2012 season.
5. Create new sponsorship packets for each specific concert.
6. Identify concert sponsors of other arts organizations and determine support viability.
Concert Sponsorship Timeline
Concert Date Goal Pledge Deadline
127
![Page 52: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/52.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
FOUNDATIONS
Goal: $ 50,000 # foundations: 6
Timing: Ongoing, but heavy in fall
Number of prospects: 6 current, 3 additional
Given the foundation funding climate, we feel that we will be successful if we can increase our
grants a small amount. However, this is the year to seek out new foundation sources. We will
conduct research and attempt to identify three foundations with which we have not yet created a
relationship.
Objectives
1. Schedule # introduction, cultivation and/or stewardship meetings per month.
2. Follow up on leads from Board members and donors.
3. Conduct ongoing research on foundations to facilitate more solicitations.
4. Invite prospects and funders to receptions, concerts and fundraising events.
5. Continually update foundation donor files.
6. Maintain an 18-month grants calendar noting all deadlines for submissions as well as required
interim and final reports.
7. Attend local functions and meetings of other non-profit organizations to identify funding prospects.
[Here list the foundations that you expect to repeat, those that you would lose this year and the
new ones you want to try to solicit. You would discuss the programs you think you can fund,
when deadlines fall, who will write the proposals, when the reports are due. You may want to
cover some other programs you are seeking foundation support for, and the strategies that you
will use with the various foundations. And don’t forget to cultivate and recognize the program
officers and officials in the foundations which support you, just as you would a business or
individual, by inviting them to insider events.]
GOVERNMENT
Actual 2010-11 $ 4,000
2011-12 Goal: $ 4,000
Granted: $ 4,000
Timing: Proposal written in summer
Number of prospects: 1
The government grantor is the City of __________. [Other details about the grant, timing and
the amount of work it will take should be covered here.] Pending grants are ________. Money
already granted is ________. Grants will be submitted during this year. Proposals for regular
operating funds are usually written in the summer for the following season. Final reports are due
[put dates or times of year here or in the table below].
128
![Page 53: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/53.jpg)
Chorus America CMI
Corty Fengler and Kelly Ruggirello
CORPORATIONS
Goal: $ 7,000 Number of grants/gifts last year: 4
Timing: Ongoing, with emphasis in October and January
Number of prospects: 16
Number of gifts/sponsorships that are expected to repeat: 3
Number of gifts/sponsorships that are not repeating: 1
New gifts needed in addition to renewals: 3
[Here you will discuss the individual corporations you will solicit. Concert sponsorships, other
sponsorship opportunities such as musicians’ chairs for the year (if not endowed), soloists’
funds, education program sponsorship opportunities. You should also discuss benefits the
corporations will receive, event(s) you will have which include them and their executives.
Discuss strategies for increasing your corporate exposure, special contacts you want to make,
research (if necessary). If you have a corporate committee to raise money, discuss its makeup,
goals, role, membership (include both Board and non-Board members, a good training ground
for potential Board members).]
Objectives
1. Schedule # introduction, cultivation and/or stewardship meetings.
2. Follow up on leads from Board members and committees.
3. Conduct ongoing research on corporations to facilitate more solicitations.
4. Invite prospects and funders to receptions, concerts and fundraising events.
5. Attend local corporate functions and business alliance meetings of other non-profit organizations to
identify funding prospects.
FUNDRAISING EVENTS
2011-12 Goals: Income $ 17,800
Expense $ 9,800
Net $ 8,000
Timing: Event #1 Fashion Show Date: Nov. 10, 2011
Event #2 Raffle Date: Apr., 2012
Strategies Secure # more corporate sponsors for each event.
Secure # more auction items through committee, therein lessening pay-out to auction company.
Increase committee size and scope of responsibility.
Unify all support groups (Guild, Artists Council, Board) to gain increased attendance and financial
support of all events, receptions, and activities.
Utilize receptions, concerts and events as friend-raisers for donor cultivation. Schedule follow up
strategy meetings within one week following the event.
129
![Page 54: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/54.jpg)
PROPOSAL CHECKLIST
Review at the time the first draft of the proposal is prepared and again before it is sent to the
prospective funding source.
1. Have you written or telephoned the funding source to determine its interest in receiving
your program?
2. Has the prospective client group been involved in planning?
3. Have you checked with individuals and organizations that are already doing work in the
field?
4. Have you involved individuals and organizations that can effectively cooperate with you
in achieving project objectives?
5. If the funding source provides guidelines, have you read them and followed directions
explicitly?
6. Do you have a cover page that includes all pertinent summary information?
7. Is the proposal well organized and clearly written?
8. Is the following information stated clearly and completely in the narrative?
a. Problems or opportunities that the project will address?
b. What, if anything, is already being done about the problem or opportunity
mentioned?
c. Project goals or objectives specified?
d. Client group identified?
e. Are project procedures including work plan, timetable, program content, methods
and materials to be employed, frequency and duration of activities, etc. included?
9. Have you identified innovative features of your proposal that may set it apart from others
being considered?
10. What kind of evaluation plan have you developed?
11. Has your organization or agency been described adequately?
12. Have you checked the budget with your organization’s fiscal officer?
a. Budget items complete?
b. Arithmetic double-checked?
c. All budget items explained in budget narrative?
13. How about layout and readability?
a. Is proposal neat in appearance?
b. Are margins wide enough?
c. Have you used subheadings and other techniques to make the proposal easy to
read and easy to locate specific information?
d. If the proposal is long, have you included a table of contents?
14. Are you observing the funding source’s deadlines?
15. How many copies of your proposal will the funding source want?
16. Have you sent copies of your proposal to all interested persons and organizations?
17. Has the proposal been approved by your agency’s chief administrative official?
18. Have all copies of the proposal been signed by the project director, fiscal officer, and
others as required by internal regulations?
19. Have you included as appendices supporting documents such as personal vitae,
supporting letters from client groups, and endorsements form cooperating agencies?
130
![Page 55: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/55.jpg)
SUGGESTIONS FOR AN INQUIRY LETTER TO A FOUNDATION
1. Keep it to one page.
2. Be succinct and business-like.
3. Give a brief description of the program.
4. Indicate why you are applying to this particular foundation.
5. Briefly describe the rationale and purpose of the program.
6. Request proposal guidelines and an annual report, if available.
7. Avoid making reference to cost or budget; stick to the reason for your
inquiry – your project.
COMMON REASONS WHY PROPOSALS ARE DECLINED
1. Project hasn’t been documented properly.
2. Project does not strike reviewer as significant; statement of the project
doesn’t interest him/her.
3. Prospective client groups have not been involved in planning and
determining project goals.
4. Proposal is poorly written, hard to understand.
5. Proposal objectives do not match objectives of funding source.
6. Proposal budget is not within range of funding available through the
funding agency.
7. Proposed project has not been coordinated with other individuals and
organizations working in the same area.
8. The funding source has not been made aware that those individuals
submitting the proposal are able to carry out what is proposed. Not
enough substantiating evidence is provided.
9. Project objectives are too ambitious in scope.
10. Proposal writer did not follow guidelines provided by funding agency.
11. Insufficient evidence that the project can sustain itself beyond the life of
the grant.
12. Evaluation procedure is inadequate.
131
![Page 56: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/56.jpg)
adapted from Heather Wood
CMI 2012
Government Grantseeking in the United States and Canada Government Grants: Mandate and Objectives: The Granting agencies (government or private foundations in general) have their own agendas which they
have to adhere to. They have their own mission and mandate which they are required to serve, but that
may not be their only agenda by any means – e.g. if they are trying to justify their use of funds or procure
more money; if their agency head is interested in a particular segment. They have to demonstrate they
are making good use of the funds they have to distribute.
Grants are awarded: Often for one project or annual funding – occasionally multi-year
Most for specific programs or projects
Rarely for on-going operations or services
Therefore, organizations need to continue to Seek new sources of funding
Renew sources of funding
Five Steps in Grantseeking 1. Preparation: Decide on project or programme to be funded and gather together all relevant
information
2. Prospect Research: Define your search criteria and seek Funders whose mandate will fit your
project
3. Building a relationship with a Funder: Make personal contact with the appropriate Grant
Officer to inform them of your project and intent to apply for support. Where possible, arrange to
have an in-person meeting.
4. Writing the Funding Proposal: Follow Funder’s guidelines explicitly. Your Proposal or
Case will be the presentation upon which the grantor makes its decision
5. Follow-Up: Whether your project receives funding or not, it is important to follow up after the
proposal is submitted, thank the grantor and move forward on next steps.
Define Your Search Parameters in Prospect Research: 1. Geographic focus: Funders that grant in a particular city, province/state, region. Does your
project have to benefit citizens in your city, province/state or nationwide?
2. Funding focus (area of interest): Specific mandate or programming, who will benefit?
3. Type of Grant: Project, Program, Creation of new work, Community Involvement etc.
Researching funders and eligibility: Check the funder’s mandate and their eligibility requirements
Whom do they serve/benefit – any geographic restrictions?
Read the application and guidelines carefully
Does your project meet the funder’s criteria?
How will you measure the outcome of your project
Do you have to be incorporated?
Are you applying for a project grant or operating funds?
Does your project fit their mandate to be sure your organization is eligible?
Are support materials required along with the application – if so how much time will be required
to prepare these?
What is the deadline – deadlines are critical – (post date or physically delivered by date?)
132
![Page 57: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/57.jpg)
adapted from Heather Wood
CMI 2012
Check on time-frame – how long does it take the agency to approve and send results?
Speak to the appropriate officer
Look at past recipients and the amounts they received
Is it worth applying and how much work will it involve?
Completing the application Develop a schedule with time-lines for completing the application allowing time for the
application to be approved – give yourself plenty of time!
Check the website for any updates on deadlines to be sure they have not changed
Does the board need to approve the application – is a motion approving it required? Include this
in your planning and that this be addressed at an appropriate board meeting
Who is required to sign the application – most grants require that the president or chair of the
board sign the application? Some may require more than one (Treasurer)
Budget pages – use lots of footnotes to assist in interpreting your figures!
Budgets must balance
A final report for any previous grants has to have been submitted before you can re-apply
Keep the language simple and literate/don’t use abbreviations/grammar and punctuation critical –
makes it easier to read
Be honest – use a positive approach and language (project WILL achieve – not hopes to)
Pay strict attention to formatting rules/# of pages/# of words/font size/stapled or not
Clear layout and well organized information helps assessors (some grants today are all on a form
on line!) number the pages and name of organization
Conform the package in the right order
If there is a checklist – use it – most applications require it now
Have someone else who is familiar with your organization read it
Check and double check
What support materials do you require (recordings/brochures/press releases etc.)? Don’t send
more than required
Make sure you assemble the final package in the order requested and include the requested
number of copies
If you receive a grant A letter of acknowledgement may need to be submitted before the funds are sent
Send thank you letters: Grants Officer, the Executive Director, etc.
Ensure proper recognition is used in all communications – including logos
Reporting Back: Most granting agencies require a post-project report or interim reports – ensure your report is
submitted on time
If details of your project changes inform the Grants Officer
Invite your Grants Officer to your events – with lots of lead time
133
![Page 58: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/58.jpg)
CRITERIA FOR CHOOSING THE RIGHT SPECIAL EVENT
FOR YOUR CHORUS
Objectives
What are the objectives of the event?
Does the event support the mission of the organization?
Does it support your short term goals?
Will it be fun (for attendees, volunteers, Board)?
What will be the media attention or publicity generated?
Is the date appropriate?
Can the event be repeated?
What is the “life span” of the event?
What other events will be competing with it?
People
Doe we have enough volunteers with expertise to run this kind of event?
Are there enough staff to assign to the event?
Are there enough other volunteers who will work at the event?
Do we have volunteer leaders who can really lead and follow through?
What new skills will be needed and what will be learned?
Is there an audience for this event?
Does the event fit our constituency?
Money
Does our chorus have the up-front money to take on this event?
What will we NET? What % of our annual budget is that?
Do we have the technical capability to do this event?
How will the event affect our cash flow?
Will we need a separate bank account?
How much shall we charge for admission?
What new sources of income will we tap?
How much money will the event produce for the work involved?
Time
Are there any conflicts with the event and our chorus calendar?
Is the time of year right for this type of event?
What external conflicts are there (World Series, school graduations, etc.)
134
![Page 59: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/59.jpg)
TOP TEN TIPS FOR FUND RAISING SUCCESS
1. Asking for money is easier than it seems. Most people shiver at the thought of
direct solicitation. Relax. This should be a pleasant experience where both you and
your prospect are able to share your common interests.
2. You are not asking for money for yourself; you are asking for your organization. Never think you need to apologize for asking for a gift. Rather, you are giving the
prospect an opportunity to participate in a high-grade investment.
3. People won’t give unless they are asked. It is important to call all of the prospects
whom you are assigned, even if you think that some will not give. Many people do
not give simply because they are not offered the opportunity.
4. Increased involvement leads to increased giving. You should recruit volunteers
when you need assistance and encourage people to attend performances and events.
Involving prospects will lead to increased financial support.
5. Recency-Frequency-Generosity: a marketing truism. The best donors are those
who have given recently, give consistently, and give generously. Continue to cultivate
them; they are the easiest to upgrade.
6. Direct, personal contact is the best form of solicitation. A personal visit will ensure
the most successful outcome. A telephone call is still effective if a visit is not
possible.
7. Aim High. Ask for an amount that is high enough to challenge and flatter your
prospect. Most people give from their income and do not give more than they can
afford. And be sure to stop talking, pause, and let them decide themselves if they want
to give!
8. Guilt doesn’t really work. The majority of donors resent the use of guilt tactics and
are much more likely to give if you focus on matters that touch the heart. “Join me in
giving” doesn’t create guilt; it creates a sense of teamwork.
9. Success lies in: courage, enthusiasm, patience, persistence. All successful
negotiations consist of: 1) mustering the strength, 2) providing a convincing
presentation of the facts, 3) allowing the time for both parties to verbalize their
thoughts and to think about each other’s points, and 4) follow-up.
10. You can never say “thank you” too often. The secret of fund raising is to aim not
only for the donor’s first contribution but for future giving. Even if a prospect does
not give, it is important to thank him for his time. If the contact the prospect
experiences is pleasant, groundwork for future giving has been laid.
Cortlandt Fengler and Kelly Ruggirello
Chorus America CMI 2012
135
![Page 60: Session Three: Fundraising - Chorus America...See the solicitation matrix for the most effective way to ask for a gift. Sample Gift Table $100,000 Goal for Individuals Create a special](https://reader033.vdocuments.net/reader033/viewer/2022041723/5e4fd7a59020fd6de81adaf3/html5/thumbnails/60.jpg)
136