Orange Leap Shine Brighter Series 'I Have A Dream: The Importance of Vision at Every Donor Level' Presented by Matt McCabe

1. I Have A Dream: The Importance
of Vision at Every Donor Level
Matt McCabe – Senior Vice President, Consulting
February 14, 2013

2. Agenda
1. What is Vision?
2. Fundraising Absent Vision
3. Vision Infused Fundraising
4. Vision in Practice
5. A Challenge

3. What is Vision?

4. The Problem…
…disconnected goals
…no sense of direction
…chasm between purpose and activities
Strategic Org Charts
Initiatives Activities
Plans
Budgets Individual
Individual
Individual
Goals
Individual
Goals
Goals
Goals

5. Simon Sinek – The Golden Circle
Why
How
What
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

6. What is Vision?

7. What is Vision?
I have a dream…
ü that one day, down in Alabama, with its vicious racists… right there in
Alabama little black boys and black girls will be able to join hands
with little white boys and white girls as sisters and brothers.
ü that one day on the red hills of Georgia, the sons of former slaves
and the sons of former slave owners will be able to sit down
together at the table of brotherhood.
ü that my four little children will one day live in a nation where they
will not be judged by the color of their skin but by the content of
their character.

8. What is Vision?

9. What is Vision?
ü First, I believe that this nation should commit itself to achieving the
goal, before this decade is out, of landing a man on the Moon
and returning him safely to the Earth.
ü Secondly, an additional 23 million dollars, together with 7 million
dollars already available, will accelerate development of the Rover
nuclear rocket.
ü Third, an additional 50 million dollars will make the most of our
present leadership, by accelerating the use of space satellites for
world-wide communications.
ü Fourth, an additional 75 million dollars--of which 53 million dollars
is for the Weather Bureau--will help give us at the earliest possible
time a satellite system for world-wide weather observation.

10. What is Vision?
Let it be clear… that I am asking the Congress
and the country to accept a firm commitment to a
new course of action--a course which will last for
many years and carry very heavy costs: 531
million dollars in fiscal '62--an estimated seven to
nine billion dollars additional over the next five
years. If we are to go only half way, or reduce
our sights in the face of difficulty, in my
judgment it would be better not to go at all.

11. What is Vision?
1. Vision establishes the need/threat
2. Vision is inspirational and transformational
3. Vision has simply stated, tangible outcomes
4. Vision has defined time horizons
5. Vision has clearly articulated requirements
6. Vision is bold and requires sacrifice
7. Vision does not settle for half-measures

12. Fundraising Absent Vision

13. Where is the vision?

14. Fundraising Absent Vision
§ Child/Animal Sponsorships
§ Buildings
§ Gift Catalogs
§ Participation Appeals (Higher Ed)
This is Transactional Fundraising and can add to
Donor Churn if used exclusively.
It is acquisition oriented, not retention oriented

15. Fundraising Absent Vision
Reasons donors make a second gift:
• 76% org explained specific mission
• 72% org made me feel my gift really made a
difference
• 71% org gave me information about exactly what
my gift helped accomplish
SOURCE: May/June 2011 AFP Advancing Philanthropy.

16. Vision Infused Fundraising

17. Vision Infused Fundraising

18. Vision Infused Fundraising
Campaigns work because they force organizations
to articulate a vision that:
ü Is clear about the need / threats
ü Is inspirational and transformational
ü Has simply stated, tangible outcomes
ü Has a defined time horizon
ü Has clearly articulated investment
requirements

19. Vision Infused Fundraising
Campaigns have clearly defined structures:
Celebration
Preparation Quiet Phase Public Phase

20. Vision Infused Fundraising
A structure just like your favorite movie:
Denouement
Act I Act II Act III

21. Vision Infused Fundraising
Fundraising with vision is simply the ability to tell
your story over time. Invite your donor on a
journey that is bigger than the next ask*.
*Because that journey sets the
context for your next 3 asks
Multiple Moon
Landings
Man on the Moon Building the Rockets Orbiting the Moon
Financing Commitment Testing the Vehicles

22. Vision Infused Fundraising
Fundraising with vision is simply the ability to tell
your story over time. Invite your donor on a
journey that is bigger than the next ask*.
Reasons for Ask
To Reach Next Milestone
Multiple Moon
Landings
Man on the Moon Building the Rockets Orbiting the Moon
Financing Commitment Testing the Vehicles

23. Vision in Practice

24. Vision in Practice

25. Vision in Practice
Rankings are not a vision!

26. Vision in Practice
A dollar goal is not a vision!

27. Vision in Practice
Deadline: December 31,
Man to the Moon and Back
Safely
Rover
1969
Worldwide Weather
Nuclear
Sat Comm Sats
Rocket
$50mm $75mm
$30mm

28. Vision in Practice
Touch/Impact XXX Lives with/
through XXX
Deadline: 2017
Sustainable
Education Outreach
Financing
$XXmm $XXmm
$XXmm

29. Vision in Practice
How does this help tactically?
Donor Type Benefit 1 Benefit 2
Major / Mid Donors Allows progressive asks as Allows asks outside of
milestones in the vision are ‘Campaign’ that still place
accomplished immediate needs in a context
Annual Donors Provides guidance on all Provides compelling reasons
appeal content, allowing to upgrade giving
consistent narrative
New Donors Provides compelling Provides natural segue-way
welcome series for for a second ask
stewardship and cultivation
Planned Givers Legacy is all about vision Provides a broader context
for loved ones to engage
Prospects Engages their imagination Incentive to be part of
something bigger

30. Vision is Bigger Than Any Campaign
Programs /
Services
Participation
Development / Operations /
Advancement Administration in and
Responsibility
for a Vision is
Shared shared equally
Board Leadership
Vision
across the
entire
organization
Unified Messaging

31. A Challenge

32. What is Your Vision?
§ Review your ongoing strategic plan / case for
support / mission
§ What do you want to achieve by the end of the
decade? Think in terms of impact to lives in your
community, the nation, the world…
§ Write your own I have a dream / man on the
moon speech based on the principles we have
discussed
§ Share it internally with leadership / board
§ Want feedback? Share it with us

33. Thank you!
Matt McCabe
Senior Vice President, Consulting
matt.mccabe@pursuant.com
(214) 403-7486

34. Questions & Answers