4. How Did We Survive w/o eHow?
Crandall, Croft & Associates,
Restoring Your Fundraising Program
5. How Did We Survive w/o eHow?
With
VIDEO!
Crandall, Croft & Associates,
Restoring Your Fundraising Program
6. How Did We Survive w/o eHow?
How To Manage an Automobile Museum
Crandall, Croft & Associates,
Restoring Your Fundraising Program
7. Session Objectives: Restoration 101
• Overview of Basics of Fundraising
• Acquiring New Donors 7 Easy
• Keeping Current Donors Steps!
• Raising Major Gifts
• Today’s Goal: Putting It Together in an Annual
Plan
Crandall, Croft & Associates,
Restoring Your Fundraising Program
8. Step 1: Inspect, Inspect, Inspect
Is this the state of your current fundraising efforts?
9. Q1: Is Your Garage Big Enough to
Raise Big Bucks?
YES! Small shops can raise millions with
right tools, determination and effort!
Crandall, Croft & Associates,
Restoring Your Fundraising Program
10. Q2: Are You Truly Committed
to Fundraising?
• Starts with commitment from Board
– Including leadership giving and participation in
fundraising activities
• CEO Actively Involved in Fundraising
– Who is primarily responsible?
• Culture of Philanthropy
• Volunteer Fundraisers
– Volunteers make the best fundraisers!
Crandall, Croft & Associates,
Restoring Your Fundraising Program
12. Tool: Conduct a Development Audit
• An internal assessment of your overall
fundraising program
• Examines governance, human capital,
development systems, procedures, donor
relations and fundraising approaches
• It is an essential tool to measure the gap between
an organization’s current fund raising efforts and
established best practices in the industry
Crandall, Croft & Associates,
Restoring Your Fundraising Program
13. What an Audit will Accomplish:
Identify areas of strengths in fundraising
Identify areas of weaknesses in fundraising
Identify current giving patterns and donor
preferences
Provide clarity on areas for improvement
Audit Resources:
www.slideshare.net/rncroft - Detailed Presentation
www.guymallabone.com/resources - Audit Tool
Crandall, Croft & Associates,
Restoring Your Fundraising Program
14. Fundraising Review Questions
• Is the fundraising program diverse?
• Are fundraising efforts systematic and
consistent?
• Are we utilizing established industry “best”
practices?
• What approaches work best for this
organization?
Crandall, Croft & Associates,
Restoring Your Fundraising Program
15. Step 2: Repair the Frame:
(Fundamentals of Fundraising)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
16. Pyramid of Giving
The Art of Fundraising is a Estate Committed
systematic effort to move Giving
individuals up the pyramid
of commitment Major Giving
Special/Major Giving
Repeat Annual Giving
First-timer Annual Giving Interest
Adapted from James M. Greenfield, Evaluating and Managing the Fund Development Process,
2nd ed., New York, NY: John Wiley & Sons, 1999. 16
17. Your Job as a Fundraiser
• Cultivate and deepen relationships
• Utilize effective fundraising practices
• Maintain the highest ethical standards
Crandall, Croft & Associates,
Restoring Your Fundraising Program 17
18. Why Do People Give?
Crandall, Croft & Associates,
Restoring Your Fundraising Program
19. Affluent Donors – BoA 2010 Study
• Top motivations for giving were:
Connection
– Being moved by how their gift can make to Mission
a difference (72%).
– Feeling financially secure (71%).
– Giving to an organization that will use their
donation efficiently (71%).
– Supporting the same causes or organizations
annually (66%).
2010 Bank of America Merrill Lynch Study of High Net Worth Philanthropy
Crandall, Croft & Associates,
Restoring Your Fundraising Program
20. Check Your View of Fundraising
• “Begger” or “Enabler”?
• Giving is an Exchange of Values:
– “One way you show
appreciation to donors is
by asking them to give.”
– Million $ Donor
• You enable donors to meet their
personal desires
(satisfaction, faith, reciprocity, re
cognition) by matching their
interests with your organization’s
needs
Crandall, Croft & Associates,
Restoring Your Fundraising Program
21. Check Your View of Fundraising
• Great Fundraising is Rooted
in Relationship
• Giving is built on Trust
• You Steward Relationships
on Behalf of Your Museum
Crandall, Croft & Associates,
Restoring Your Fundraising Program
22. #1 Reason Why People Give?
They were
Asked!
Crandall, Croft & Associates,
Restoring Your Fundraising Program
23. Common Rust Spots on the Frame
• Improper Gift Acknowledgement Within 48
Hours is
• Lack of Donor Management Gold
Standard
Software for Tracking
Relationships
• Lack of an Annual
Fundraising Plan
– No consistency
– No intentional cultivation
process
Crandall, Croft & Associates,
Restoring Your Fundraising Program
24. Step 3: Body Work
(Obtaining New Donors)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
25. Finding New Donors
• Start with any
connections to
your museum
• Make a list of all
your constituent
groups
– Consider how to
reach individuals
in each group Hank Rosso’s Concentric Circles
Crandall, Croft & Associates,
Restoring Your Fundraising Program
26. Tools for Acquiring New Donors
• Special Events
– Shows, Exhibits and/or Marquee Event
• Annual Fundraising Campaign People Give
to People
– Utilizing volunteer solicitors
• Membership Program
– Capture Contact Info During Visit – send personal
invitation a few weeks later
• Capital Campaign/Endowment Campaign
Crandall, Croft & Associates,
Restoring Your Fundraising Program
27. Acquiring New Donors
This is NOT THE
GOLD, but
Finding Gold
Prospects
Crandall, Croft & Associates,
Restoring Your Fundraising Program
28. Step 4: Finish the Interior
(Retaining Donors)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
29. The Fundraising Challenge
• The Fundraising “Bucket”
– Nonprofits lose 5 donors
for every 6 they obtain
- Fundraising Effectiveness Project
– A 10% increase in donor
retention can increase the
lifetime value of the
donor database by up to
200 percent.
- IU Center on Philanthropy
Crandall, Croft & Associates,
Restoring Your Fundraising Program
30. Donor Cycle
Identify Cultivate
Rust Spots
Thank Solicit
Crandall, Croft & Associates,
Restoring Your Fundraising Program
31. Tool for Keeping Donors:
Stewardship
• Appropriately acknowledge gift
• Share impact of gifts
– Newsletters, Magazines, Email, Personal letter
or visit
• Focus on stewardship to build relationship
and trust
– Host a Stewardship Event to thank donors
– Phone to thank for gift (Board Members Best)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
32. Donor Stewardship
“78% of individual donors said they would
definitely or probably give again to a charity
that provided them with prompt, personal
gift acknowledgement, followed sometime
later with a meaningful update on the
program they had funded.”
Penelope Burk
Thanks! A Guide to Donor-Centered Fundraising
Crandall, Croft & Associates,
Restoring Your Fundraising Program
33. What Else Must You Do?
Hint: Most donors
“lapse” after their
first gift
Crandall, Croft & Associates,
Restoring Your Fundraising Program
34. What Else Must You Do?
ASK
AGAIN!
Hint: Most donors
“lapse” after their
first gift
Crandall, Croft & Associates,
Restoring Your Fundraising Program
35. Tools for Renewing Donors:
Asking Again
• Direct Mail Renewal Appeals
– Utilize lift notes
• Annual Membership Renewal
– Direct Mail + Phone
• Special Events
• Peer to Peer Solicitation
Crandall, Croft & Associates,
Restoring Your Fundraising Program
36. Tool: First Time Donor Process
• Sample Process:
– Welcome letter/packet (within 7-10 days or with
thank you letter)
– Thank you call
– Credibility piece (within 2 months)
– Newsletter
– Best ever renewal package (within 3 months)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
37. Tool: Monthly Giving Program
• Monthly Donors:
– Generate more $$ at less cost
– Are incredibly loyal
• EFT Donors give 5-7 times longer than check writers
• Typically continue giving even during tough times
“Adopt an
Auto”
Program
Crandall, Croft & Associates,
Restoring Your Fundraising Program
38. Step 5: Rebuild the POWER
(Major Gifts)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
39. The Pareto Principle
Donors Gifts
10-20%
80-90%
80-90%
10-20%
Crandall, Croft & Associates,
Restoring Your Fundraising Program 39
40. Pyramid of Giving
Estate Committed
Giving
Spend Your And
Time Here! Here!
Major Giving
Special/Major Giving
Repeat Annual Giving
First-timer Annual Giving Interest
Adapted from James M. Greenfield, Evaluating and Managing the Fund Development
Process, 2nd ed., New York, NY: John Wiley & Sons, 1999. 40
41. Tool: Steps to Major Gifts
• Identify Prospects
– Database Review/Wealth Screening
– CEO and Board Prospect Review
– Prospect Rating Committee “60% of 7 figure gifts came from
• Plan Cultivation people who had never given
more than $500.”
- Midsize Community College
– Right Person
– Take time to Discover Donor’s Interests, Goals
Crandall, Croft & Associates,
Restoring Your Fundraising Program
42. Tool: Steps to Major Gifts
• Solicitation
– Have a valid need or reason for major gift
– Match donor’s interests with specific need
– Go with a team
– Practice
– LISTEN to the Donor
– Don’t chicken out…make the ask and be QUIET.
Crandall, Croft & Associates,
Restoring Your Fundraising Program
43. Step 6: Add Some Bling
Crandall, Croft & Associates,
Restoring Your Fundraising Program
44. Tools: Add Some Bling
• Corporate Sponsorship Program
• Planned Giving Program
– Gift Annuities, Simple Bequests and Life Insurance
• Donor Recognition Program
– Giving Clubs: Annual Giving, Major Giving
– Named Legacy Society to recognize planned gift
donors
• Host an annual induction/recognition event
– Recognize in Annual Report
Crandall, Croft & Associates,
Restoring Your Fundraising Program
45. Tools: More Bling
• Social Media
– Facebook: Create community
– Foursquare: Offer “check in”
specials
– YouTube: Post videos of
interest (like a behind the
scenes look at a car
restoration)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
46. Even More Bling…
• Put QR Codes on everything
– Link to Donation page on
response envelopes, brochures
and newsletters
• Utilize QR Codes on exhibits or in
newsletters that take patron to a
video
• QR Code on membership or Possibilities
event/show invitation to take are Endless!
directly to registration page
Crandall, Croft & Associates,
Restoring Your Fundraising Program
47. Step 7: Enter the Show
(Put it Together in an Annual Plan)
Crandall, Croft & Associates,
Restoring Your Fundraising Program
48. Pyramid of Giving
Estate Committed
Giving
Plug in the
Tools
Major Giving
Special/Major Giving
Repeat Annual Giving
First-timer Annual Giving Interest
Adapted from James M. Greenfield, Evaluating and Managing the Fund Development Process,
2nd ed., New York, NY: John Wiley & Sons, 1999. 48
49. Acquiring New Donors
• Patron Visits/Tours
• Membership Invitations
• Peer to Peer Solicitation
• Special Events
• Car Shows/Public Events
• Specific Campaigns
• __________________
• __________________
Crandall, Croft & Associates,
Restoring Your Fundraising Program 49
50. Keeping Donors
• Effective Stewardship
• Communications – Magazines/Email
• Renewal Solicitations – Direct Mail
• Membership Renewal – Direct Mail/Phone
• Special Events
• Donor Recognition Program
Crandall, Croft & Associates,
Restoring Your Fundraising Program 50
51. Major Gifts
• Prospect Research
• Cultivation: Tours, Visits, Special Events
• Individual Solicitations
• Recognition Club for Annual Major Gifts
• Naming Opportunities
• Special Projects/Capital Campaigns
Crandall, Croft & Associates,
Restoring Your Fundraising Program 51
52. Planned Giving
• Prospect Research
• Planned Giving Program
• Direct Mail/Newsletter Stories
• Recognition Club for Estate Gifts
• Naming Opportunities
• Endowment
Crandall, Croft & Associates,
Restoring Your Fundraising Program 52
53. Create a Calendar
Crandall, Croft & Associates,
Restoring Your Fundraising Program
54. Get Out and Turn Some Heads!
Crandall, Croft & Associates,
Restoring Your Fundraising Program
Notes de l'éditeur
Size of shop and staff can be factors, but not determining.
BoA study of “affluent donors” – those with incomes over $200,000 or assets over $1 million. However, these motivations are fairly universal regardless of income level. Feeling financially secure was #4 in 2008 study…moved up the chart, emotional motivation still top.