Fired-Up Fundraising | Gail Perry Associates http://www.gailperry.com Nonprofit Fundraising Consultant | Board Development | Keynote Speaker Fri, 19 Sep 2014 01:31:49 +0000 en-US hourly 1 Listen Your Way to the (Major) Gift http://www.gailperry.com/2014/09/listen-way-major-gift/ http://www.gailperry.com/2014/09/listen-way-major-gift/#comments Fri, 12 Sep 2014 15:00:45 +0000 http://www.gailperry.com/?p=15818 What’s the toughest lesson to learn in major gift fundraising? To know when to shut up. Here’s how to set yourself up for failure – or success with your major donor. Just imagine: Here you are, ready to meet with a major donor prospect. You’re getting ready to walk into her home, and you are […]

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What’s the toughest lesson to learn in major gift fundraising? To know when to shut up.listen

Here’s how to set yourself up for failure – or success with your major donor.

Just imagine: Here you are, ready to meet with a major donor prospect.

You’re getting ready to walk into her home, and you are all prepared.

You’ve got your materials, your script, your presentation all set.

And you are probably going to bomb out. Why?

Your donor doesn’t want to listen to a presentation.

She’s not interested in listening to you go on and on and on about how great your organization is and what exciting work you are doing. (!!)

She doesn’t want to listen to your Executive Director’s presentation either!

Your donor’s not really interested in anyone’s presentation. (WHAT?)

Your donor is expecting to be the one doing the talking.

She’s expecting a pleasant visit. A conversation.

She’s a VIP. She’s used to people seeking her advice, and hearing HER point of view.

She’s used to people calling on her to pay homage.

Some donors expect to be treated like VIP's and that's just fine!

Some donors expect to be treated like VIPs and that’s just fine!

There was a great article in the Chronicle of Philanthropy this week about approaching billionaires. Clearly they expect to do the talking!

You are doing reconnaissance anyway.

Your job is to hold yourself back. To ask questions. To pull out her story.

Finding out her hot buttons. Finding out what she’s most interested in. Finding out about her philanthropy.

How can you possibly ask for a gift if you don’t understand her timing, her motivations, her values, what she believes in?

You want a longer term relationship with your donor.

You want to be liked. Your donor has to like you enough to want to become friendly with you.

The best way to be liked is to be a good listener.  It’s a lost art of fundraising!

Nobody hardly listens anymore. It is a gift to someone to listen to them. You honor your donor by sitting at her feet, listening.

This is how a relationship is formed.

You are looking for a followup next step.

Your visit is wasted if you don’t end up with a new step for followup.

Otherwise you will be scrambling for a reason to get back in touch with your donor.

So it’s ok not to have all the answers in this visit. In fact, it’s actually GREAT if you can’t answer a question – then you have a reason to email, call or visit again.

You’re not trying to “sell” her anything.

Everybody thinks they are supposed to have a presentation that will pick someone up and knock ‘em over. Especially board members who go with you to call on someone.Stop-Selling

Nothing could be more incorrect!

You want a two-way conversation. You want to hear about what’s important to her.

  • Why is she interested in your cause?
  • What does she think your organization should be focusing on?
  • What does she think about this particular challenge you are facing?

You never, ever want to bore your donor!

Have you ever felt trapped in a conversation with someone who would not shut up?

Well, certainly you don’t want to make your donor feel that way!

If you are doing all the talking, you are probably boring your donors. (And being boring is the kiss of death for a fundraiser, right?

Listening is a fundamental major gift fundraising skill. And it’s so hard.

I coach people on this over and over, in my capital campaign coaching, in my workshops with board members, in my work with staff fundraisers, all the time.

And it’s such a difficult concept to master.

We all wanna talk. We all default to “talking.” Especially your CEO perhaps?

Three ways to properly approach a BIG donor to strike up a conversation:

1. Kiss the ring.

This is when you treat the donor as a big shot – and you are coming to pay homage. You’ll sit at his feet and absorb his wisdom.

 2. Advice visit.

If you want money, ask for advice. If you want advice, then ask for money! Advice visits are my secret key to getting in anyone’s door!

3. What are your impressions?

I have raised millions by asking donors this question. It helps me find out what is on my donor’s mind, and what she thinks about my cause.

BOTTOM LINE:

Take the easy and fun way out with your donors by becoming an expert in listening. You’ll raise MORE MONEY!

 

 

 

 

 

 

 

 

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The Zen of Raising Money from Individual Donors http://www.gailperry.com/2014/09/zen-raising-money-individual-donors/ http://www.gailperry.com/2014/09/zen-raising-money-individual-donors/#comments Thu, 11 Sep 2014 20:36:36 +0000 http://www.gailperry.com/?p=15780 Here’s a brilliant guest post from my NYC buddy Andrea Kihlstedt. I think you will like it! When your folks say, “We don’t know anyone with money,” here’s some inspiration for them – and for you: _________ I’ve been volunteering for a small arts organization here in New York City teaching them how to raise […]

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Can you tell if this person is wealthy?

Can you tell if this person is wealthy?

Here’s a brilliant guest post from my NYC buddy Andrea Kihlstedt. I think you will like it!

When your folks say, “We don’t know anyone with money,” here’s some inspiration for them – and for you:

_________

I’ve been volunteering for a small arts organization here in New York City teaching them how to raise money.

The two people who founded the Center, I’ll call them John and Jesse, have created a remarkable program based on their passion for photo journalism.

They’ve spent a huge amount of time and energy raising money through foundation proposals and some small government funds.

Mind you, they’ve been quite successful.

When I started talking to them about the power of developing relationships with individuals, they were skeptical.

Two common misperceptions made them wonder if they should turn their limited time and energy to raising money from individuals.

2 Common Preconceptions about Raising Money from Individuals

1. No one we know has money.

Jesse and John were convinced that they didn’t know anyone who could give more than $100 or perhaps $250 tops.

Truth is, they were thinking out of their own pocketbooks.

2. We’re not sure people who have money would fit with the culture of our organization.

Even more off-putting for Jesse and John, they were convinced that any individual who could give a large gift would be somehow different — stuck-up or having airs of self importance, or somehow not fit their scrappy photojournalist culture.

Are your folks saying "no one we know has money!??"

Are your folks saying “no one we know has money!??”

So they weren’t at all convinced that they even wanted to find people who could give larger gifts.

A Heartwarming Story About Raising Money from People

Recently, one donor showed Jesse and John the power and potential of individual giving.

Here’s what happened…

Someone John knew stopped by the Center with a friend of his — two ordinary middle-aged guys, dressed in jeans with scruffy hair, talking photojournalism and sharing their stories and ideas.

It being lunch time, John and Jesse invited them to have lunch at the neighborhood Mexican restaurant right up the block.

After lunch, as they all walked back to the Center, the new acquaintance said to John,

“What a great project you have. I’d like to help you. Let me know what I can do. I’ll be traveling for the next few weeks, but why don’t you send me some ideas.”

John thanked him and said they’d get back to him soon.

Within the hour, they called me to find out what to do next:

  • How much should they ask for?
  • What should they ask for?
  • And how should they ask?

3 Simple Steps to Asking a Person for Money

Here’s what we did:

A little computer research revealed this donor's past gifts to similar arts organizations.

A little online research revealed this donor’s past gifts to similar arts organizations.

1. We did a bit of research to find out how much to ask for.

They did some simple internet homework to learn more about this down-to-earth looking guy.

A Google search turned up that he had a family foundation. And GuideStar showed that he had a history of supporting arts organizations.

He had given some gifts as high as $500,000 but had also given several gifts of smaller amounts. Many of his gifts had funded exhibits or other specific, tangible projects.

2. We figured out what to ask for.

Jessie, John and I met to consider the possibilities of what to ask for.

We came up with three options.

  1. For $5,000, he could buy them a new security system for their entry gate. Practical and tangible, but not very exciting.
  1. For $20,000, he might sponsor an exhibition. This was in keeping with other gifts the donor had made and would provide welcome relief for their operating budget.
  1. But with a gift of $150,000, they could afford to take over the second floor of their building for offices, a library and a room for visiting artists. And that project would take their operation to a whole new level.

    We offered our donor 3 choices: $10K, $25K and $300k - and we got the $300k!!!

    We offered our donor 3 choices: $5K, $20K and $150k – and we got the $150k!!!

3. We wrote a simple email to start the conversation about the right gift.

Jesse and John were a bit askance when I suggested they simply email their donor rather than sending a formal proposal, but that’s what they did.

They sent an immediate email thanking him for visiting and saying they’d get back to him soon.

And then a couple of days later, they sent him another email simply outlining the three options, including the price tag for each.

They started with the biggest and said that if that wasn’t an appropriate request, he might consider the other possibilities.

The tone of the email was friendly and informal just like the visit had been.

And at the end of it, they said that once they knew what he wanted to do, they’d be happy to give him more information.

What happened next?  $75k in the MAIL!

Two weeks later, a check arrived for $75,000 from the donor with a brief message saying that it was the first of two installments to be used for the second floor. (!!)

That’s it. No muss, no fuss.

Just a guy they met who shared their passion and happened to have money.

While donors like this don’t come around every day, opportunities to ask people for gifts they would enjoy giving occur more often than you might imagine.

And if you’re not open to them, you’ll miss the cues.

COMMENTS PLEASE!!???


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5 Tips for Making Your Donors Love You http://www.gailperry.com/2014/09/5-tips-making-donors-love-2/ http://www.gailperry.com/2014/09/5-tips-making-donors-love-2/#comments Thu, 11 Sep 2014 20:35:32 +0000 http://www.gailperry.com/?p=15778 Your donor has just sent in another gift! Hurray! So you reply with a wonderful, personal thank you note. And then you call her to say thanks. In addition to the paper letter that you send. Then what? You have to communicate with her . . .  so you can continue to build that warm, […]

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Your donor has just sent in another gift! Hurray!donor love Heart

So you reply with a wonderful, personal thank you note. And then you call her to say thanks. In addition to the paper letter that you send.

Then what?

You have to communicate with her . . .  so you can continue to build that warm, close relationship with her.

You’ll send your newsletter. And you’ll send email alerts and updates.

But will it matter? Will she pay attention? Will she care?

Here are 5 smart tips from my favorite communications expert Kivi Leroux Miller on how to make her pay attention and love you even more.

1. Ask donors to do something besides give money.

One of our great rules in fundraising is “Involvement breeds investment.”infographic people who volunteer

You and I both know that involving our donors is an important goal. But how many organizations really pull this off?

Try:

  • Inviting your donors to volunteer – then they’ll experience your work in action – and everything just may change.
  • Asking your donors for feedback about your organization. (try a survey)
  • Asking your donors to take some sort of action to help the cause.

 

2. Use a clear call to action.

When you are inviting your donors to get involved – don’t be vague.

Ask your donors to DO SOMETHING in a clear call to action!

Ask your donors to DO SOMETHING in a clear call to action!

Kivi says that these words are not clear enough: Participate, Engage, Believe, Understand, Support, Help, Promote, Share . . .

Instead, be extra specific about what your donors can do to help.

Try:

  • Making your call to action so specific that you could take a picture of someone doing this.
  • Giving your donor step by step instructions on what to do: Get a Kit, Make a Plan, Be Informed in an Emergency.

 

3. Don’t bore them!

Want to know what bores your donors? Lengthy articles! Dense print. Kivi says that the days of 1000 word newsletter articles are over.

Will your donor even read your stuff?

Will your donor even read your stuff?

You and I both know that long, complex communications don’t really fly with donors. But how many people are tackling this seriously?

How many traditionally long newsletters am I seeing both in snail mail and email? Wayyyy too many!

Try:

  • Sharing short videos. (I’m really intrigued with this idea!)
  • Sending short, sweet and interesting news tidbits.
  • Breaking up your newsletter into 3 or 4 different pieces that go out at different times.
  • Sending a tiny infographic to your donor.

4. Send them snail mail in addition to emails.

Are you cutting back on your print mailings in order to save money? I’ve seen too many nonprofits who have eliminated their print newsletter so they can cut down on their expenses.

Many donors WILL read your snail mail - don't cut it out to save money!

Many donors WILL read your snail mail – don’t cut it out to save money!

We both know better – but the urge to save all those postage and printing costs is just too great! PLEASE don’t cut back too much on your print materials!

Why?

  • Many donors will read both types of communications – building up your wattage in their attention span.
  • Older donors tend to actually read print materials – and they are the ones who give the most.
  • Communicating via different media channels reinforces and amplifies your message.

5. Find the stories.

Kivi says that telling a story in a series of different communications is a wonderful way to draw your donors in and keep them interested.

We all know that humans are wired for stories – look at the success of People Magazine! I know whenever I’m giving a workshop and my audience looks tired – then I switch to telling a story and every eye in the room is riveted to me. Everyone just wants to know what happens next!

Try:

  • Finding the funny moments and sharing them with your donors.
  • Creating a “story arc” – that you spin out slowly over time. (Love love love this idea!)
  • Find clients and people you’ve helped to tell their own story.

BOTTOM LINE!

You as a fundraiser need to get much better at how you communicate – because it’s these happy touches that will prime the donor to be ready to give again.

Fundraisers these days can NOT rely just on a strong appeal letter!! Instead you have to give your donor an entire experience via your communications.

Then you can create your pool of consistent donors who provide ongoing sustainable funding to your nonprofit. Hurray!

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What’s Next for Fundraising after the IceBucketChallenge: 5 Predictions http://www.gailperry.com/2014/09/whats-next-fundraising-icebucketchallenge-5-predictions-2/ http://www.gailperry.com/2014/09/whats-next-fundraising-icebucketchallenge-5-predictions-2/#comments Thu, 11 Sep 2014 20:34:19 +0000 http://www.gailperry.com/?p=15776 It’s a new day in fundraising, now that we have all seen the astonishing success of the #IceBucketChallenge phenomenon. I, for one, am scratching my head in incredulity as I watch the fundraising totals and new donors stream into the ALS organization. This morning, August 29, ALS is reporting 2.1 million new donors and $94 […]

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It’s a new day in fundraising, now that we have all seen the astonishing success of the #IceBucketChallenge phenomenon.Screen Shot 2014-08-29 at 8.22.06 AM

I, for one, am scratching my head in incredulity as I watch the fundraising totals and new donors stream into the ALS organization.

This morning, August 29, ALS is reporting 2.1 million new donors and $94 million raised!

Whew. And how absolutely wonderful!

Prediction: Fundraising will never be the same again.

Why?

Well, an emerging new fundraising tool – social media – has now demonstrated that it can raise big – I mean huge – money.

The ALS Challenge is a fun, even silly, “gimmicky” social media meme that started up last spring, slowly built momentum, attracted the participation of some key people, and then suddenly exploded all over the internet.

Thanks to this unexpected, enormous impact of the campaign, research for ALS will be well funded for some years to come. Hurray!

ALS Ice Bucket Challenge chart

The Chronicle of Philanthropy is charting daily totals for the IceBucketChallenge: http://philanthropy.com/article/Chart-Gifts-From-Ice-Bucket/

My bad: I used to poo-poo social media as a fundraising tool.

Lots of us big money, major gift types have always looked at social media as a stepchild fundraising strategy.

Our opinion was this: Social media is nice, and it may be important. But it’s really for spreading awareness, NOT raising money.

We thought:  Sure, Facebook is great for spreading the word and generating new friends for your cause. But we don’t think it works as a serious fundraising tool.

Well, was I sure wrong!

The #IceBucketChallenge has conclusively changed all that.

It shows us that social media can potentially be a goldmine to the right organizations.

It won’t be easy to make it happen for YOUR organization, but the possibility is there. (Here’s my guide on how to knock it off.) 

We’ve got a “disruptive innovation” on our hands, friends.

We are witnessing in real time an excellent example of disruptive innovation:

Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.”

I”m not so sure about the last part of that sentence!

Better get with it: goofy works well in fundraising today.

Better get with it: goofy works well in fundraising today.

Prediction: Social media will now take its place with other time-tested strategies of major gifts, capital campaigns, direct mail, personal asks, and email appeals.

  • It’s time to shed all remnants of worn-out convictions about fundraising and the internet.
  • It’s time to think and dream much bigger, about what is possible.
  • It’s time to open up to new ideas about marketing and communications. (Listen, listen to the younger people and empower them!)

How will our world be different now? Exactly how is this going to change our work over the next weeks and months?

Prediction: Fundraisers will be inundated with requests to produce events like the ALS Challenge.

Are you already getting pressure to create your own copycat social media sensation?  (read what communications guru Kivi Leroux Miller thinks here.)

I predict that staffers will be asked over and over why they can’t pull this off. You need to be prepared.

Donors will respond to something that you may think is cheesy. Thx to http://agentsofgood.org

Donors will respond to something that you may think is cheesy. Thx to http://agentsofgood.org

Here’s your chance to educate your leaders on HOW social media works and what it takes to be successful. 

Prediction: Surprise, delight and goofiness will become more important and accepted as bona-fide strategies.

Being goofy, quirky, and just simply fun is almost a requirement for social media success. 

It also is a very effective tactic for direct mail and email fundraising. 

The Ice Bucket Challenge has so much going for it but a large part of its broad appeal is just its pure goofiness.

Say what you will – it works!

Prediction: Budgets for social media are going to increase.

Because creating campaigns like the ALS Challenge is tricky.

No one can guarantee that something will go viral. But now many people are doing to take its potential seriously.

Bottom Line:

We now have to take social media seriously, folks. If you haven’t already, it’s time to figure out exactly what that means for you and your cause.

What are YOUR own predictions for the long term results of this phenomenon?

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A General Unrestricted Ask is LAZY Fundraising http://www.gailperry.com/2014/09/general-unrestricted-ask-lazy-fundraising/ http://www.gailperry.com/2014/09/general-unrestricted-ask-lazy-fundraising/#comments Thu, 11 Sep 2014 20:32:26 +0000 http://www.gailperry.com/?p=15774 I’m going out on a limb here to challenge one of the oldest and most cherished fundraising habits in our sector. Not to fear! I’m also showing you how to take that general ask and make it sharper, more urgent, and more compelling. I remember when everyone’s fall appeal letter was a General Unrestricted Ask. […]

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I’m going out on a limb here to challenge one of the oldest and most cherished fundraising habits in our sector.

Not to fear! I’m also showing you how to take that blah-290x300general ask and make it sharper, more urgent, and more compelling.

I remember when everyone’s fall appeal letter was a General Unrestricted Ask. Is yours still? Is your ED or boss still insisting on it?

Here’s the problem: In 2014, a General Unrestricted Ask is not going to light a fire in your donors.

The post-recession 2014 donor has changed.

She has trust issues with you — and all her favorite nonprofits.

One of her greatest worries is that her money will go into the black hole of General Administrative and not used for the greatest good.

You and I know this is a fallacy – that all monies to the cause are well used, and so very needed.

But your donor doesn’t know this. So let’s change the way you frame your appeal!

The General Unrestricted Ask is so very blah.

It has no urgency. No specificity. No oooomph. No real reason to give. It’s not compelling.

It certainly is not exciting. (Remember Tom Ahern’s great words: “If you want to raise more money, add drama!”)

Who wants to pay to keep the lights on or to maintain the buildings? Not many people!

Instead, they want to help the kids, feed the hungry, make art, cure diseases, save the world. So why don’t you let them fund what they want to fund?Screen Shot 2014-09-05 at 11.37.33 AM

It’s all about your donor and what she wants to accomplish anyway isn’t it?

It’s not ever about you, your organization OR what you need, correct? (I know, I can hear the protests right now! Just read on, ok?)

Writing people with a general amorphous ask dismisses the power of your appeal. It is lazy fundraising.

Roger Craver, one of our sector’s great pundits, agreed when I ran this idea by him. He said it is not only LAZY fundraising but it’s also a bit stupid – because it’s a very WEAK ask that will not yield a high return.

Why are you asking donors to pay for something they don’t want to pay for? (overhead and maintenance). No wonder they don’t respond!

Make your Ask specific and you’ll raise more money.

You probably know that your donors will give you more money if you make your ask specific.

For example, many nonprofits are starting to shape their asks in terms of “$xxx money will do yyyy work.” That’s a good start. Way to go!

You should also tuse my MPI Fundraising Formula: Ask for xxx Money for yyyy Project that will bring about zzzz Impact. Screen Shot 2014-09-05 at 11.37.16 AM

How to take the General Unrestricted Ask and give it sizzle.

First of all, money is “fungible.”  Money can flow from one purpose to another.

For example, you may have unrestricted monies coming into your organization such as general admission, tuition, earned income, product sales, ticket sales or unspecified website gifts,.

Can’t you “designate” those funds to pay for the lights and maintenance?

I don’t want you to be unethical about where the money is going. Ever.

BUT surely you have some undesignated funding that can go to cover the boring stuff.

Take your most exciting projects and raise money around them.

  • For a school – make it about the kids, teachers, sports, art, tech.
  • For an environmental organization, make it about your field work.
  • For an advocacy organization, make it about your PR and public media campaign. Or your important lobbying.
  • For a social service organization living on grants and starved for unrestricted money, make it about the people you are helping.
  • For a historic preservation organization, make it about the buildings you need to save.

You can take that General Unrestricted Ask and make it specific without being dishonest or unethical.

Don't let your appeal letter put your donor to sleep!

Don’t let your appeal letter put your donor to sleep!

What you are doing is putting SPIN on the message. You are SHAPING your ask to meet the needs of your donors.

Here’s how to give a classic General Unrestricted Ask some sizzle.

Ask for money to “run” your programs:

Mr. Donor, it costs $xxx to run these urgently needed programs. Your gift will help bring these wonderful services to our community . . . “

You are not asking for restricted money to fund the programs — instead you are asking for help to “run” the programs.

This is how you reframe a completely unrestricted ask into something appealing to your donor.

Caveat: If you want to be sure and make a compelling ask, DON’T use the words “programs,” “services,” or “underserved.” They are the most BORING words in fundraising! :)

BOTTOM LINE:

YOU can do a much better job shaping your fall appeal.

Make it as specific as you can! And you’ll raise more money!

DO leave a comment! What do you think? Am I crazy? On point?

Wanna argue? Wanna agree? Let me know!

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How to Knock Off the Ice Bucket Challenge and Make Social Media Work for Your Cause http://www.gailperry.com/2014/08/knock-off-the-ice-bucket-challenge-and-make-social-media-work-for-your-cause/ http://www.gailperry.com/2014/08/knock-off-the-ice-bucket-challenge-and-make-social-media-work-for-your-cause/#comments Fri, 22 Aug 2014 14:38:37 +0000 http://www.gailperry.com/?p=15435 Seems like everyone these days is either buzzing about the #icebucketchallenge  . . . or they are actually participating in it by dumping ice water on themselves. ALS says it has raised $31.5 million since July 29, compared to $1.8 million in the same period last year. They have added over 600k NEW donors.  Pretty impressive! […]

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Seems like everyone these days is either buzzing about the #icebucketchallenge  . . . or they are actually participating in it by dumping ice water on themselves.140811-boston-ice-bucket-challenge-1350_26906d39ac7ead702b45e5b7707b8dc6

ALS says it has raised $31.5 million since July 29, compared to $1.8 million in the same period last year.

They have added over 600k NEW donors.  Pretty impressive!

Your board and executive leaders are probably all wondering how YOUR organzation can pull something like this off.

So let’s make this teachable moment to help everyone understand how social media actually works . . . and how nonprofits can get their OWN cause to go viral.

If your leaders want to make this happen, then they need to understand and agree on what makes social media successful – or not.

What made this phenomenon so successful?

There were a few key factors of the challenge that all fell together perfectly to give it zing, appeal, sizzle and energy.

1. It was funny and playful. Even goofy.

Ask your leaders: are we willing to be playful and goofy? You need to seriously think about this question! I have seen many a cool and quirky idea get watered down by nervous, conservative leaders.

When celebrities get involved, you are on your way to BIG success!

When celebrities get involved, you are on your way to BIG success!

But we know for a fact that whacky and goofy fundraisers work. Check out how a small symphony orchestra created a hilarious – and successful Facebook campaign!

Take away: If you want to break out on social media, be willing to play around with surprise and delight. And even goofiness.

2. Young people cooked it up.

Ok, here’s a toast to the young folks! Generally you guys are more creative – and comfortable – on the social platforms than us boomers. The young folks understand social media. As far as I can see  - they can nail the tone, and the off-beat playfulness that makes something catch on.

Take away: Are you willing to empower some younger people to cook up ideas for you? And are you wiling to let them run with it? Or are you going to want to water it down?

3. Celebrities joined the cause.

For something to really go viral, it takes some well-known advocates who already have lots of followers and media attention. These social kingpins can catapult your message to the stratosphere. https://www.youtube.com/watch?feature=player_embedded&v=FAEsNGjkwW8 So who promotes your cause really matters.

Take away: What celebrities in your community can you reach for your cause?

Maybe it’s just your mayor plus two former mayors. (I’m thinking Three Tenors!) doing some stunt together. How about the head of your chamber of commerce together with a ballet dancer dancing together?  Or your local TV anchorwoman doing something silly for you?

4. Person to person, people called out individuals join in.

martha images

Even Martha got into the act!

To me this is the most important aspect of the Ice Bucket Challenge’s success: People called out each other by NAME to join. It is a person to person to person thing.  I predict that we’ll see more of individuals calling out someone specifically to join in. A general call to action has hardly any power compared to asking people individually.

Take away: What can you set up that can go from person to person to person?

5. People were empowered to actually DO something.

I often worry about huge issues like climate change or world hunger, but I don’t know what action to take to help other than to give a bit of money. I’d love take a specific action that I knew would help. Wouldn’t you?

Take away: can you call out your community to do ONE SPECIFIC THING?
gates images

Wish I could get Bill Gates behind my favorite cause!

Here are some quick ideas:

  • Film themselves picking up the grossest litter they can find?
  • Holding a frog? Naming their frog? (how about a frog naming contest?)
  • Trying to do a big ballet move like a grand jete or pirouette?  (I see a goofy dancing contest!)
  • Bringing a hot meal to someone’s grandmother and taking a selfie? Posting the selfie? (who’s grandmother have you helped today theme?)
  • Reading your very special childhood book to a kid?
  • Packing food into a poor kid’s backpack?
  • Bringing a kid a bike for a gift? Or a warm coat and filming the kids reaction?
  • Kissing your mother or someone’s mother for Mother’s Day?
  • Hugging your neighbor?
  • Hugging your favorite tree? Naming your favorite tree? Writing a sonnet about your favorite tree?

I know I’m getting punchy – but some of these are REAL IDEAS that you could run with on social media. But it has to have a strong element of fun and play for it to catch on.

BOTTOM LINE:

The possibilities are there. You can bring new attention, donors and cash to YOUR cause – if you are playful, empowering, and you make it fun and social!

The post How to Knock Off the Ice Bucket Challenge and Make Social Media Work for Your Cause appeared first on Fired-Up Fundraising | Gail Perry Associates.

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6 Steps to Creating The Fundraising Results You Really Want http://www.gailperry.com/2014/08/6-steps-to-creating-fundraising-results/ http://www.gailperry.com/2014/08/6-steps-to-creating-fundraising-results/#comments Fri, 08 Aug 2014 13:22:47 +0000 http://www.gailperry.com/?p=15374 Want mega productivity in the coming year? Want to raise as much as you possibly can? Then let’s get cracking on your smart, systematic fundraising plan. I’m talking about a plan that gets everybody in your organization on board. a plan that uses your energies and connections in the smartest, most efficient way. a plan […]

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Want mega productivity in the coming year? Want to raise as much as you possibly can?

Then let’s get cracking on your smart, systematic fundraising plan. I’m talking aboutcookie jar with $$

  • a plan that gets everybody in your organization on board.
  • a plan that uses your energies and connections in the smartest, most efficient way.
  • a plan that everybody can buy into and where everybody takes on a supportive role.

Today I’m giving you 6 steps to create a plan that will deliver the fundraising results you really want.

Want extra help to create your plan?

Then, join us on Monday August 11 at 2pm ET for my “Creating a Fundraising Action Plan Workshop”.

You’ll get over 30 pages of checklists and templates to help you get organized and get everybody on board. (INSIDERS, this is included in your membership subscription!)

And of course you’ll also have my coaching on the webinar —  walking you thru all the decisions you need to make so you can raise as much money this year as possible! Yay!

Step 1: Assess: How’d we do last year? What worked and what didn’t work?

Your thinking needs to start with a non-emotional assessment of how things are working right now.

Last year – where were your successes? Where were your disappointments? Did all your fundraising strategies make their goals? What are the trends? Where is the money you are leaving on the table?

Check out these areas:

Your smart plan will keep you organized!

Are you reactionary or on top of things?

  • Case for support?
  • Donor retention?
  • Online presence and donation process?
  • Major gifts efforts?
  • Back office and infrastructure?

If you need help with your assessment, you can purchase all the templates and materials from my workshop last week: “How Much Can You Raise: Assessing Your Fundraising Opportunities.” 

Step 2: Identify your fundraising challenges and your opportunities.

It’s pretty easy now to identify where you are weak and where you are strong.

Take a good hard look at your challenges, and see if you can turn them into your opportunities. (That’s what we learned in business school way back!)

You know what areas of your fundraising program need work. And which ones have the most potential for bringing in the cash your organization so urgently needs.

Your smart plan will help you lead the troops to mega results!

Your smart plan will help you lead the troops to mega results!

Engage your board and leadership into this analysis – when they understand the possibilities, they are more likely to be willing to invest!

Step 3: What are your organizational goals for the coming year?

Clearly your fundraising plan needs to align with your organizational plans. What does your nonprofit want to accomplish in the coming year?

If you have clear organizational goals, THEN you have a clear rationale for your fundraising.

Then you can make it “all about the kids” or about the sick or about the poor, or about the art – or whatever your mission is out to accomplish.

You don’t have to make it “all about the money.”

Your annual fundraising plan needs to dovetail with your organization vision, plans and goals. It needs to reelect what your organization wants to accomplish in the coming year.

You know exactly what you need to raise. And why.

That is a strong story to share with your donors!

Step 4: Set your fundraising goals based on the numbers:

Your goals should reflect two sets of numbers:

  • what your organization needs (happy vision here)

AND

  • what you think you can raise (strong dose of reality here).

Step 5: Choose your fundraising strategies.

Now it’s time to be systematic and thorough. Let’s get real about your strategies.

Your smart plan sets up the dominoes so they will fall nicely in place.

Your smart plan sets up the dominoes so they will fall nicely in place.

Currently, you’re probably deploying an appropriate set of fundraising strategies – from events to mailings to major gifts and grants.

Where are you going to put extra effort?

Which areas will be getting a new focus, extra energy and push?

Which strategies will get tweaked or amplified?

Step 6: Create tactical action steps.

Here’s where you get specific.  If you plan to raise $xxx from your mailings for example, what will you do exactly to create that revenue?

I want to see every single dollar goal backed up with a smart set of well-organized action steps that make sense.

  • Create a timetable by month of the activities required.
  • Assign responsibilities.

NOW – you have what you need: a smart, organized plan that can take you where you want and NEED to go!

Create Your Own 10-Step Fundraising Action Plan for 2014-15!

Join my workshop on Monday and you’ll get everything you need to make it happen – templates, checklists, and the best coaching that I can deliver.

Your smart plan will keep this from happening! :)

Your smart plan will keep this from happening! :)

I’ll guide you through creating your own Fundraising Action Plan.

You’ll also learn how to:

  • Set dollar goals based on an analysis of your prospects and their financial potential.
  • Determine specific Action Steps to execute for each of your fundraising strategies and programs, including:
    •  special events
    •  mailings
    •  back office infrastructure
    •  major gifts
    •  professional development and staff expertise
    •  grants and sponsorships
    •  website and online fundraising
    •  board and leadership involvement

AND, I’ll help you:

  • Define clear jobs for everyone on your fundraising team.
  • Lay out a template calendar for each fundraising program and strategy.
  • Integrate all calendars into one master timeline for this fiscal year.

So if you think this can help you get better organization so you can raise the money you need, join us on Monday,  August 11 at 2pm ET!  (INSIDERS, this is included in your membership subscription!)

You can find out more and register here.  Check it out right now! 

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Use the Word “Profit” to Get Your Board’s Attention! http://www.gailperry.com/2014/08/use-word-profit-with-board/ http://www.gailperry.com/2014/08/use-word-profit-with-board/#comments Fri, 01 Aug 2014 13:27:17 +0000 http://www.gailperry.com/?p=15344 Who’s making the decisions about fundraising budgets and investments at your organization? Is it the board members? Is it the CEO? Do these decision makers need to understand more about fundraising? Sometimes fundraising staffers can’t get their leaders to consider important strategic investments in fundraising. The problem is that the decision makers look at fundraising […]

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stacks of moneyWho’s making the decisions about fundraising budgets and investments at your organization? Is it the board members? Is it the CEO?

Do these decision makers need to understand more about fundraising?

Sometimes fundraising staffers can’t get their leaders to consider important strategic investments in fundraising.

The problem is that the decision makers look at fundraising as a “cost center” and not as a “profit center.”

Another problem is that sometimes people making investment decisions often don’t really understand how fundraising works in terms of return on investment. I have had more than one CEO say to me, “I don’t know whether to believe my staff.”

Whew.

Try using the word “Profit.”

I think we should all talk about “profit” more often. And why not?

Let’s talk about how much profit comes from our different fundraising strategies.

Show your leaders that investing in fundraising brings in a profit!

Show your leaders that investing in fundraising brings in a profit!

Let’s talk about “profitability” when it comes to staging galas, investing in direct mail, and investing in consulting or staff resources.

Let’s be much more business-like when sizing up opportunities!

Start using the word profit, and use it repeatedly!

Perhaps you’ll start getting your leaders to consider fundraising from a different point of view.

Then they will understand more clearly that investing in fundraising will bring a nice return on the money invested.

For example, investing $20k in really good direct mail should yield about $80k in revenue, if you have a list of responsive donors. Here’s an example.

Let’s educate our leaders to think differently about fundraising.

Here’s a great strategy to coax your leaders into making the right kind of fundraising investments:

The Carrot and Stick Approach

Here’s the Carrot:

Start discussing “how much money we are leaving on the table each year” because we don’t have the resources to go after it.

The idea of leaving money on the table is one that will get people’s attention.

Think with me for a minute – just how much money might be out there for your organization?

Working more with major donors always can add $$ to the bottom line.

Working more with major donors can always add $$ to the bottom line.

For example, major gifts is a likely source of untapped revenue.

You can almost certainly improve your fundraising bottom line if you had more time and resources to spend with your major donor prospects.

Try this:

  • Pull out or create a major gift prospect list.
  • Then add real dollar amounts or ranges of dollars next to the names of the wonderful people on your list.
  • Add up the dollar potential of your major gift prospects that is just sitting there on the table.

You will probably faint when you see just how much potential you are just sitting on if you had the time and staff to go after it.

I bet your total is a serious number that gets attention! Take your list and total to your leaders and ask them to brainstorm with you how we can find the time or staff to go after all this lovely potential.

Could you improve your bottom line with additional strategies? Almost certainly!

Here are some other ways you can probably improve your bottom line by making additional investments:

  • Online gifts: Could improving your website and donation page yield an increase in online gifts? Almost certainly so. Perhaps you could set a goal of increasing online giving by 10% – how much would that add to your bottom line?

    You could probably improve your email/direct mail results by 10% by making smart investments.

    You could probably improve your email/direct mail results by 10% by making smart investments.

  • Donor retention: Can better post-gift “customer service” increase donor retention?

You bet! Investing in a donor communications program could increase retention significantly.

If you could increase your donor retention by 10%, how much would that yield to your bottom line?

  • Fall fundraising campaign: How much more could you raise if you enhanced your year-end fundraising campaign?

Perhaps you could add more follow-up mailings or more communications channels. Could you increase your bottom line from your campaign by 10-15%? Possibly!

  • Events and auctions: Could you re-organize your gala, go after sponsors differently, or use a live auctioneer? Would any of these enhancements help you project a net increase of $10% or more?

Showing your leaders what your actual potential might be gets their attention.

When you show your leaders how much money you are leaving on the table, that will help them understand that investing in fundraising DOES bring terrific returns.

The Stick.

We have a carrot. And how we have a stick!

What’s the stick approach? It’s this phrase: “This money is not going to just walk in the door.”

I like that phrase because it’s not pleading for more resources. It can’t be perceived as whining or begging or “we just can’t do it all” – which never really works with higher-ups in my opinion.

Just go around talking about how “this money is just not going to walk in the door.”  You’ll gradually get through to people that something must change if they want to gain the resources that are just sitting out there for your organization.

BOTTOM LINE

Business-like wording will get your leaders’ attention. Try this approach, and you will eventually educate your decision makers on how fundraising really works today.

You’ll be happier, and your organization will enjoy higher fundraising totals.

This is a win-win strategy for everybody!

COMMENTS PLEASE!

What do you think? Let me know with a comment!

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Do’s and Don’ts for a Great Annual Fundraising Plan http://www.gailperry.com/2014/07/dos-donts-great-annual-fundraising-plan/ http://www.gailperry.com/2014/07/dos-donts-great-annual-fundraising-plan/#comments Fri, 25 Jul 2014 14:31:05 +0000 http://www.gailperry.com/?p=15317 It’s the slow time of mid-summer, and it’s time to step back from your day-to-day work for a breather. AND – It’s time to look ahead at your fundraising plan for the coming year. I hope you enjoy your down time this summer! (Where are YOU heading for vacation?) But let’s take time now for […]

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It’s the slow time of mid-summer, and it’s time to step back from your day-to-day work for a breather.do-dont

AND – It’s time to look ahead at your fundraising plan for the coming year.

I hope you enjoy your down time this summer! (Where are YOU heading for vacation?)

But let’s take time now for some smart planning while things are slow. I can assure you that a smart fundraising plan for the upcoming year can help you expand your fundraising potential  . . . and your results!

We all know that a little planning now helps you stay sane later when things get really busy!

Fundraising Plan Don’ts:

1. Overly optimistic and unrealistic.

Don’t be one of those smart fundraisers are overly optimistic about what they can humanely achieve.Optimistic-In-Face-Of-Reality-Button-0289

They are so optimistic that they load up their plan with everything they need to do and then they add the stuff they WOULD LIKE to do.

I think it’s wonderful to be aggressive, but really now – do you want to commit to strategies that you KNOW are impossible to achieve?

Be completely realistic about what you and your staff can actually pull off in excellence!

2. Pie-in-the-sky goals.

I am often surprised to see fundraising goals just pulled out of the air. Or fundraisers tell me their goals are set for them by their superiors based on nothing in particular.

More than once, I’ve seen fundraising revenue goals that are just “plug figures” to make the budget balance. (Whaaaat??)

Fundraising goals need to be based firmly in reality – on hard facts and concrete realities. Don’t ever commit to a goal without knowing that you can actually make the numbers.

 

Fundraising Plan Do’s

1. Make smart choices.

A good fundraising plan will force you to choose what you WILL do and what you will NOT do in the coming year.choice

Why? Because you are making choices based on a realistic assessment of your opportunities, track record, staffing and budgetary resources.

For example, if you only have staff to do 2 events, then you are not going to plan to do 4 of them.

Any plan is important for what it chooses to get done. It’s also important for deciding what NOT to do.

2. Set priorities.

Your plan forces you to set priorities.

What are the “must do’s?” And what are the “would like to do’s?”

Some things you just can’t avoid – events, board meetings, grant proposals, and reports  - these things are already cast in concrete.

Once those must do’s are on the calendar, you can then take a realistic look at how much time is left over for the rest of your priorities.

With limited time and staff, you will have to raise some jobs and tasks to a higher priority level than others.

3. Dovetails with your organization’s business plan and goals.

Clearly your plan doesn’t live in a vacuum. It needs to be completely aligned with your organization’s overall activities and plans – both short term and long term.priority

For example, perhaps you are a performing arts organization planning to stage 4 performances this year. Your fundraising plan will structure appeals and events around these performances.

Or you are an after-school child-care center planning to expand into an additional school district. Your fundraising plan will focus around this expansion in all your appeals and events.

4. Based on current reality.

Your fundraising should start with a thoughtful assessment of where you are, what you have to work with, your challenges, and your unique strengths and connections.

Start your planning by taking stock of how well your current strategies are doing. How can we tweak our current work and make it more effective AND more efficient?

What’s working now? What’s not working so well?

A smart plan forces you to evaluate:

  • Your current numbers and your trends – unemotionally!
  • Your ways of acquiring new donors
  • How well you are deploying your volunteers

    Evaluate where you stand before you start planning!

    Evaluate where you stand before you start planning!

  • Your donor retention strategies – and your entire donor communication program
  • Your web site and donation process
  • Your staffing – including organizational structure, responsibilities, skill sets, work loads, training needs and how well everyone is working together – or not.

That’s where your fundraising plan has to start!

BOTTOM LINE:

It’s really important now to step back and organize yourself – and your office – and ALL your strategies and tactics – for the coming year.

I can promise you that if you DO create a smart plan – you will have a focus, well-thought-our and doable strategies. You’ll sleep better at night AND you’ll raise a lot more money!

Join me to create your OWN strategic fundraising plan!

My next two workshops will give you the templates, checklists, assessment formats – all the tools I think you need to create your BEST plan for the coming year.

  • On July 29, we’ll tackle step one – a full assessment of how well we are doing and how much money is on YOUR table.
  • On August 11, we’ll set our financial goals and detailed action plans for the coming year so we can systematically go after all those gifts and contributions.

You can find out more about the workshops and register here!

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How a Ruthlessly Practical Fundraising Plan Will Bring You Sanity http://www.gailperry.com/2014/07/ruthlessly-practical-fundraising-plan-will-bring-sanity/ http://www.gailperry.com/2014/07/ruthlessly-practical-fundraising-plan-will-bring-sanity/#comments Fri, 18 Jul 2014 12:03:29 +0000 http://www.gailperry.com/?p=15254 July and August are your key time for planning, right? I sure hope that you are taking time to lay down some smart plans for the coming busy fiscal year. You probably already have your fundraising goals set in the budget that was passed earlier in the year. But are your goals really tied to […]

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July and August are your key time for planning, right?iStock_000016588175XSmall

I sure hope that you are taking time to lay down some smart plans for the coming busy fiscal year.

You probably already have your fundraising goals set in the budget that was passed earlier in the year.

But are your goals really tied to a thoughtful plan with a step by step strategy?

Are your fundraising revenue goals based on real numbers?

If you have a substantial increase projected for this year’s goal, how exactly are you going to make it happen?

What are your strategies? What are your tactics?

Do you have an action plan?

Ruthlessly practical planning.

I love the idea of “ruthlessly practical.”

I see way too much magical thinking in many nonprofits.

Never too late to PLAN!

Never too late to PLAN!

People keep setting these pie-in-the-sky goals without any real plans to back them up.

Or they wish for a dream board who will do the work for them.

But we have to raise money now! Can’t wait for a perfect situation!

And, when you have fundraising goals that are not based in reality, what KIND of situation does that put the poor fundraising staff in?

Ruthlessly practical is a DO IT NOW, “can do” approach.

The world needs us, my friends. The poor, the environment, the sick, the elderly, the arts, the kids – the world needs us to be at our best.

A smart fundraising plan will help you sort thru the maze of strategies so you can reach your goal.

A smart fundraising plan will help you sort thru the maze of strategies so you can reach your goal.

We gotta get going!

So let’s look at YOUR smart fundraising plan for the upcoming year.

And if you don’t have a plan, or if your plan is not as filled out as you’d like, PLEASE take the time now to get organized!

Because a smart plan is all about creating sanity. It’s about making choices on where you’ll focus in the coming year.

WHY do you need a smart, Ruthlessly Practical Fundraising Plan?

First of all, let’s talk TEAM:

It’s  a chance to get everybody in the organization buying into what has to be done and who’s gonna do it.

And how about the latest, sexy BIG fundraising idea that your well-meaning but ignorant colleague or board member starts promoting?

Help!

Here’s what you do: First you develop a smart fundraising plan that everybody agrees on. And you use the words, “The  Fundraising Plan” often.

Drill into everyone’s head the fact that there is a PRE-SET, organized plan.

iStock_000018782205XSmall

What’s your action plan for the year?

So when the new sexy (perhaps outlandish) idea gets promoted, what do you say?

You say,

“Great idea, BUT it’s not in our plan. What shall we drop in our current plan in order to do this new project?

And what is the anticipated revenue from this new project? What kind of staffing and resources will it take?”

Don’t let your board go wild on you!

I can’t imagine a more useful tool to help you sleep at night.

Here’s how your Fundraising Plan will help you:

1.    Keep unwanted strategies and big ideas OFF the table.

2.    You can backward schedule everything you do this year and when you really see the lead time required for some efforts – do you really want to do them?

3. Gives you political cover to discuss costs vs Return on Investment.

4.  Gives you the chance to ditch your next event. (You know the ROI but do they?)

6.   Will help you have more sanity as the fiscal year goes on. (Yay!)

7.   It will prompt you to actually LOOK at your numbers and how your strategies are working or not working.  You need to evaluate your strategies annually!

8.    Prompts you to consider – yet again – a commitment to seeing more major donors.

9.   Gives you a tool for generating internal support for fundraising.

9.    Helps you make the case for strengthening the “insides” of your fundraising operation:

  • Your infrastructure
  • Data base
  • TY processes
  • Donor communication efforts

Many people have asked me for help with a fundraising plan. So here goes:

Gain Sanity with my 10-Step Ruthlessly Practical Fundraising Plan

I’m organizing a 2-part Fundraising Plan Workshop series online to help you raise the most money possible this year. (If you’re one of my amazing INSIDERS these workshops are included in your membership.)

I’m giving you over 60 pages of templates, checklists, timeline formats – everything you need to create a Smart, Ruthlessly Practical Fundraising Plan for 2014-15.

My 10-Step Fundraising Plan will help you raise MORE MONEY than ever in LESS TIME. (hurray!)

You can find out all about these 2 IMPORTANT workshops here. 

Even if your plan is ALREADY set, I bet it could use another look.

I want you to sleep at night in the coming fiscal year. AND I want you to know what’s ahead of you.

Please don’t let things get out of control and start running you ragged. (I know it will probably happen anyway, but planning WILL HELP!)

Your cause needs your smartest thinking.

Your cause needs you to be at your best. :)

So check out my two Ruthlessly Practical Fundraising Plan Virtual Workshops  on July 29 and August 11, and see if they can help YOU be smarter and more effective!

 

 

 

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Plan Your Capital Campaign: 5 Things To Do Before Hiring a Consultant http://www.gailperry.com/2014/07/capital-campaign-pre-planning-five-things-hiring-capital-campaign-consultant/ http://www.gailperry.com/2014/07/capital-campaign-pre-planning-five-things-hiring-capital-campaign-consultant/#comments Fri, 11 Jul 2014 14:10:40 +0000 http://www.gailperry.com/?p=15105 Are you chomping at the bit to get moving on a capital campaign? My advice: Slooooowwww down. Make sure you have done your homework before you start interviewing capital campaign consultants.  Don’t rush to pick up the phone! Today’s post is written by two of us: Andrea Kihlstedt (who wrote the BOOK on capital campaigns) […]

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Are you chomping at the bit to get moving on a capital campaign?NOT YET SIGN

My advice: Slooooowwww down.

Make sure you have done your homework before you start interviewing capital campaign consultants.  Don’t rush to pick up the phone!

Today’s post is written by two of us: Andrea Kihlstedt (who wrote the BOOK on capital campaigns) and myself. You may know that we are collaborating on a new website to help people learn about capital campaigns. Yeah!

We’re having a free webinar next week on July 17: “9 Steps to Get Ready for your Capital Campaign.” You can find out more about it and register here.

Hiring your consultant too quickly can be a huge waste of your organization’s money.

Why?

Because your consultant needs something to work with when he or she walks in the door.

If the consultant finds a blank slate with no cultivated donors, no real plans laid, there won’t be a lot to work with.

Then you’ve just wasted a big chunk of money on a feasibility study.

It’s disappointing to consultants, too, when we have interviews with potential donors who are not familiar with the project and not close to the organization.  There is nothing to talk about!

 (Don’t get me wrong, I really DO believe in campaign consultants – just bring them in at the right time!)

Five Things You Need to Do Before Hiring a Capital Campaign Consultant

1.     Decide what you’re raising the money for.

This sounds obvious, doesn’t it? But it’s not.

Just because your organization needs a new building, for example, doesn’t mean that that’s the only thing you’re going to raise money for:

Go ahead and develop a rough schematic well in advance!

Go ahead and develop a rough schematic well in advance!

  • Do you know where the building is going to be and how much the land will cost?
  • Do you have a simple schematic design?
  • Do you have an idea of what the actual construction (or renovation, if you’re buying an existing structure) will cost?
  • What about the cost of building permits, new furniture, and etc.?

And what other things might you want to include in your campaign objectives?

What about endowment? A special building maintenance fund or money for equipment? What about including start-up costs for the new programs you’ll have in your new building?

Identify all the different “funding objectives” or purposes that your campaign might include.

2.     Get a rough idea of your campaign dollar goal.

Once you have a sense of what you might want to raise money for, you can put some numbers next to each funding objective. Then you can come up with a nice, simple round number that’ll be a starting place for your campaign planning.

When you develop a tentative goal, be sure to consider how much money you’ve raised annually in the past. (It’s probably not wise for your campaign goal to be more than ten times your annual fundraising totals.)

Go ahead and set a preliminary dollar goal as soon as you can.

Go ahead and set a preliminary dollar goal as soon as you can.

Once you start talking numbers, you’ll find a sweet spot; a number that impresses people but doesn’t make them gasp at your foolishness.

(Now,  a little foolishness is not all that bad.  It’s much easier to come down later than it is to go up, so reach on the high side to start.)

3.     Break down the goal by gift amounts.

Create a Gift Range Chart. This little chart will be a remarkable planning tool for you.

Once you have decided on a preliminary capital campaign goal, start creating a chart that will show how many gifts you’ll need of what sizes to reach that goal.

  • How many gifts of $1 million will you need?
  • How many of $500,000? and $250,000?
  • How many in  smaller amounts will you need to cover what your major donors don’t?

Know that a gift range chart for the same goal will vary from organization to organization depending on the size of your prospect list and the potential of your largest donors.

4.     Get your board on board.

Before you start interviewing potential consultants, make sure your board is well-informed about the prospects and potential for your campaign.

That means that you will have to work with board members independently and together on your planning.

You should also find a way to educate board members about what a capital campaign entails, both for the organization and for them individually and as a group.

Get your board on board with the campaign early!

Get your board on board with the campaign early!

Remember, even after you’ve taken these five steps, hiring a consultant will still require a significant financial investment.

And if your board is paying attention — and they should be! — they’ll want to be well informed about your campaign prospects before committing to that investment.

5.    Involve your most important donors in your capital campaign planning.

During these beginning steps in your planning, make a list of your ten to twenty most important donors – the ones who are most likely to make the top ten gifts to your campaign.

Then develop a plan to involve each of these donors in the planning process.

This can range from taking a donor to lunch to let her know what you’re working on to asking one or more donors to serve on a pre-campaign planning committee.

Get your lead donors involved with your planning early.

Get your lead donors involved with your planning early.

If one of your top donors is involved in real estate, you might ask his advice on choosing a new location for your new building.

You get the idea. Don’t keep your most important donors at arm’s length through the planning process – instead, use your planning phase to draw them in. The pre-planning phase is a wonderfully exciting time to involve your donor prospects.

And there you have them – the five things you need to do before hiring a capital campaign consultant!

Take these steps first and you’ll not only save time and money, but you’ll also have your campaign on the early road to success!  And your consultant will be happy she has so much to work with when she walks in the door! YES!

FREE WEBINAR ON JULY 17!

Don’t forget to join Andrea and me next week for our FREE WEBINAR: “Planning a Capital Campaign? 9 Steps to Get Ready for YOUR Capital Campaign!”

Find out more and register here. (You’ll get the recordings if you can’t attend the live presentation.)

We’d love to help you!

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Top 10 Major Donor Fundraising Trends for 2014-15 http://www.gailperry.com/2014/06/top-10-major-donor-trends-2014-15/ http://www.gailperry.com/2014/06/top-10-major-donor-trends-2014-15/#comments Fri, 27 Jun 2014 16:19:32 +0000 http://www.gailperry.com/?p=15051 Fundraising is changing!  Everything is shifting these days. Donors are changing too. Post-recession donors really are different! Are you changing your own fundraising strategies to keep up with donors’ newest attitudes and preferences? Fundraising is recovering nicely now that the recession is over. And since 87% of all gifts come from individuals –either thru bequests, […]

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Fundraising is changing!  Everything is shifting these days.

Major donors are still not quite sure they trust you.

Major donors are still not quite sure they trust you.

Donors are changing too. Post-recession donors really are different!

Are you changing your own fundraising strategies to keep up with donors’ newest attitudes and preferences?

Fundraising is recovering nicely now that the recession is over.

And since 87% of all gifts come from individuals –either thru bequests, family foundations or outright gifts, let’s track the wants and needs of these donors today.

Charitable gifts were up 3% last year, and wealthy individuals led most of that increase. 

Here are my Top 10 Major Donor Trends for 2014-15. See if you can ride these fundraising trends to major fundraising success in the coming year or two!

#1. Donors are Starting to Trust Again

We saw donors’ trust plummet in the recession.  People lost trust in all larger institutions: government, the financial industry, Wall Street, and also nonprofits.

We saw this in donors’ questions to us: “How will you use my money? Where will my money go?” Will my money be wasted?

YOUR STRATEGY?

  • Foster personal relationships with your donors.

    Major donors are looking at their gifts as investments for the social good.

    Major donors are looking at their gifts as investments for the social good.

  • Be transparent. Be specific.

#2. Major Donors See Their Gifts as Investments to Achieve Good

We’ve all heard the drill: Donors want information on the specific results you are creating.

They want to know that you are both efficient and effective.

YOUR STRATEGY?

  • Go out of your way to demonstrate to your donors that their gifts actually create “good” in the world.
  • Sharpen up your donor communications and be sure you are talking the language they want to hear.
  • It’s easy to pay lip service to this goal. It’s much harder to get it right!

#3. Donors Want to See Your Financials Tied Directly to Your Impact

Here’s your chance to build more trust:  Show your donors the right financials.

You can assure them, calm them down and quiet their doubts – IF you communicate correctly.

You've got to tie their money DIRECTLY back to the impact they are creating.

You’ve got to tie their money DIRECTLY back to the impact they are creating.

YOUR STRATEGY

Talk to them in terms of the MPI formula:

  • Money – How much money you raised (or they gave)
  • Purpose/Project – What projects you spent the money on
  • Impact – What impact did you accomplish with the project?

When you LINK the money directly to the Project and the Impact, you quell your donors doubts about you.

And when you build up their trust, they will invest more in your nonprofit.

#4.  Rise of the Boomers as Donors

The Boomers are the major donors of today. They are 34% of all the donors, but they are giving 43% of all the money.

Remember the older generation of donors? They would give out of a sense of duty.

To Boomers, giving is a form of self expression.

To Boomers, giving is a form of self expression.

Boomers, on the other hand, see giving as a means of self-expression.

YOUR STRATEGY:

  • Let Boomers’ personal interests and passions guide their individual cultivation plans.
  • Help them connect to what is most meaningful to them.

#5. Women are the #1 Donor Demographic

OK, get ready. I’m gonna surprise you with some new data:

64% of all charitable gifts are made by women. (Huffington Post, last week)

Boomer and older women are more likely to GIVE and also GIVE MORE than their male counterparts.  (Indiana University)

52% of women came into their marriages with assets equal to or larger than their partners.  (US Trust)

YOUR STRATEGY:

  • Review your prospect lists.
  • Reevaluate the capacity of the ladies.
  • Get to work and go see them!

    Women make most of the charitable gifts and they are more generous than men.

    Women make most of the charitable gifts and they are more generous than men.

#6. The MEGA Donor

MEGA gifts are back!

Our most generous donors are finally letting go.

All that recession-based caution is loosening up and we are seeing multi-million dollar gifts all over the place.

10 largest new charitable gifts from individuals announced in 2013 came to a combined $3.45 billion. (Forbes and Chronicle of Philanthropy)

YOUR STRATEGY:

  • The Chronicle of Philanthropy says that most Mega-Gifts happen close to home.
  • So keep your eyes open locally! You may have more ways to access your friendly local billionaire (or multimillionaire) than you think.
  • Be opportunistic and never stop trying to get the door open!

#7. Major donors who volunteer give much much more

How about this: 89% of high net worth individuals volunteer with nonprofits.volunteer button

I’ll never forget about the time a mega-wealthy donor said to me, “We give our money where we give our time.”

I never, ever forgot that!

Clearly the wealthy only make big gifts to the causes that are near and dear to their hearts.

YOUR STRATEGY:

  • What are you going to do to get your mega donors more involved? How about a committee, or your board? How about a focus group?
  • It’s one thing to take them on site in the middle of your action. (that’s terrific and a must-do!)
  • It’s a next step to get them involved in decision-making, or policy roles. That’s when the bigger money may start to flow in.

#8. The Role of Financial Advisors

Holy komoly! Donor-advised funds grew from $38 billion in 2011 to $45 billion in 2012.

Financial advisors are more important than ever.

Financial advisors are more important than ever.

That is a pile of money. And much of it is under the management of financial wealth advisors, isn’t it?

YOUR STRATEGY:

  • Do what you can to befriend the financial planners, estate attorneys, CPA’s and wealth advisors in your community.
  • Why not put a financial advisor on your board, or on a special fundraising committee.

#9. Big Data

I am barely beginning to understand what big data can do for fundraisers. For example:

Big data can watch thousands of donors, and based on their activities, create customized experiences for them.

And you can use “predictive modeling” to ID “sleeper” major gift prospects.

This statistical technique compares your major donors to all other donors. It develops a “distinguishing formula” to describe your major donors.Screenshot 2014-06-27 11.03.45

Then it scores all other donors in your file by how much they look like their major donors.

Pretty mind-blowing!

YOUR STRATEGY:

  • Clean up your data base as much as possible!
  • Add as much data as you can about people’s interests and their activities – in addition to tracking their gifts.
  • And start exploring what Big Data can do for you.

Trend #10: Donors Want a Big Idea!

Remember last year when Stanford University announced that it had raised one billion in one year?

Well, I was pretty impressed!

How did Stanford raise all this? Well they had:

“Very big ideas, and they’re good at capturing people’s imagination, thinking about what they can do and what they could be.”

YOUR STRATEGY:

  • Pull out your very best Big Ideas
  • Use them to capture people’s imagination
  • Talk about what you can do and what you can be to the community and the world

And you just might raise the mega gifts too!

DON’T FORGET!

Memberships to my INSIDERS series are on sale through July 9.

If you want to learn the smartest fundraising strategies from the world’s top gurus, definitely check us out.

You’ll get all my special workshops, this year’s amazing line up of Master Classes, 4 important workbooks, a monthly conference call with me, plus all the trainings from all the masters in the INSIDERS archives.

We stand ready to help you raise tons more money this year – in the smartest and most effective way!

Find out about the INSIDERS here

 

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What You Need To Know about the New 2014 Giving USA Report http://www.gailperry.com/2014/06/need-know-new-givingusa-report/ http://www.gailperry.com/2014/06/need-know-new-givingusa-report/#comments Fri, 20 Jun 2014 14:39:22 +0000 http://www.gailperry.com/?p=14930 Hurray! Charitable giving in the US is almost back up to pre-recession levels! Mid-June is always an important time every year when the Giving USA Report comes out. Giving USA is researched and written by the widely respected Indiana University Lilly Family School of Philanthropy. The report gives us a good sense of how well charitable giving is […]

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Screenshot 2014-06-19 15.06.21

Infographic courtesy of The Benefactor Group
Download the full infographic here: http://ow.ly/yeN34

Hurray! Charitable giving in the US is almost back up to pre-recession levels!

Mid-June is always an important time every year when the Giving USA Report comes out. Giving USA is researched and written by the widely respected Indiana University Lilly Family School of Philanthropy.

The report gives us a good sense of how well charitable giving is doing in the US and which sectors are faring well – or poorly.

Boy, has it been a long slow slog out of the Great Recession and the exodus of so many of our donors – and their dollars.

We are not quite all the way back, but the data folks are predicting that we will surpass our former pre-recession giving peak in a year or two if current trends continue. Yay!

By the way, some of your board members may have seen the NBC News report headline on Giving USA:  “Charitable Giving Hits a Record High.”

I’d like to respectfully disagree with that headline. The Giving USA Report says we have NOT yet reached our pre-recession high which was 349.5 billion. Total gifts last year, gifts tracked by this report were $335 billion – below the pre-recession peak. (So we are almost there!)

Infographic courtesy of The Benefactor Group Download the full infographic here: http://ow.ly/yeN34

Infographic courtesy of The Benefactor Group
Download the full infographic here: http://ow.ly/yeN34

The key facts that you need to know about the new Giving USA Report:

You may know that I really like question and answer formats – try this format and have your board do a guessing game – and give a prize to the person who gets closest to each answer!

How much did foundations, corporations and individuals give last year in the US?

$335 Billion = total giving in the US from foundations, corporations and individuals.

How much did charitable giving increase between 2012 and 2013?

4.4% – Overall giving from all sources increased by this amount.

How much did individuals give through gifts and bequests?

80% of all overall contributions came from individual gifts and bequests.
Screenshot 2014-06-19 22.16.02

in 2013, what % of gifts came from individual donors? Corporate donors? Foundation donors?

Individual gifts were 72% of the total.

Corporate gifts were 5%.

Foundation gifts were 15%.

Bequests were 8%.

How about corporate gifts? Were they up or down?

Corporate gifts were down 1.9%. But last year they were up over 19%.

Just remember that after the recession, many corporations shifted their giving to in-kind. According to a podcast I listened to yesterday, around 60% of corporate gifts these days are in-kind.

Source Giving USA and great NPEngage article http://ow.ly/yg27Y

Source Giving USA and great NPEngage article http://ow.ly/yg27Y

What’s the trend with foundation gifts?

Overall giving TO foundations was down significantly this year by 15.5%.

But gifts FROM foundations were up by 5.7%. (yes this is confusing!)

But remember foundation gifts still make up only 15% of all charitable giving.

Which sub sectors of the nonprofit arena fared well last year?

Health care and education were the big winners last year – seeing solid increases over 2012. Why? These nonprofits make heavy investments in their fundraising programs, and therefore they raise tons more money.

Giving to the arts, health care, the environment and education continues to rise consistently over the past few years. As a former ballet dancer, I’m happy to see that giving to the arts, culture and humanities grew by 7.8%.

Which sub sectors received less support in the past year?

Gifts to religious causes were flat. Also international giving decreased by 6.7%.

WHAT DOES ALL THIS MEAN TO YOU?

Be optimistic and ride the tide!

Where did all the money go last year? Source GivingUSA and AFP

Where did all the money go last year? Source GivingUSA and AFP

Giving is going nowhere but up. Are your fundraising strategies up to speed? Remember fundraising is well researched and professionalized these days.

Some strategies are not working as well as in the past. Be sure you are smart, efficient and that you know how to talk to your donor correctly.

How important is the role of individuals?

Yet again we see that – on the whole – most gifts come from individuals.  Corporate, government and foundation support just won’t cut it for your organization.

Do you have a major donor program? Do you have a great donor thank you program? Are you sending loving messages out to your donors telling them how wonderful they are?

How about the role of the economy and stock market?

All philanthropy is dependent on the overall economy.

As personal income rises, the unemployment rate goes down, personal disposable income and consumer confidence all go up – giving of course follows these positive trends. 

Charitable giving always tends to lag after the stock market. When the market goes down, it takes a while for giving to go down. And when the market turns around and goes up, giving will also go up but not as quickly.

Infographic showing where the money really goes (religious causes get a huge share!) http://ow.ly/ygd9u

Infographic showing where the money really goes (religious causes get a huge share!) http://ow.ly/ygd9u

What role do wealthy individuals play?

The increase in giving mostly came from very large multimillion dollar gifts and bequests from the very wealthy.  There were several mega gifts from wealthy donors of $80 million and more, helping to boost the overall numbers.

Don’t despair! Most mega gifts are given locally. Your potential transformational gift may be right under your nose.

As wealth in the US continues to be concentrated more and more in the top 1%, your major gift program needs to be targeted carefully on wealthy individuals. (This is not new news!)

How’s broad based giving doing?

What we call broad based giving has not recovered so robustly.  And mega gifts still tend to favor the huge prestigious institutions.

Screenshot 2014-06-19 15.06.48

Infographic courtesy of The Benefactor Group
Download the full infographic here: http://ow.ly/yeN34

All the more reason to focus on your OWN major gifts program. That is what will save your bottom line – and the people you serve.

Bequests are a huge sleeper for you!

Bequests are the sleeper fundraising strategy. Too many organizations overly complicate planned giving.

Just talk about bequests in all your materials. Just a little mention at the bottom of the page. Nudge your loyal donors in that directly.

Do you know who your most likely bequest donor is? It’s the person who is contributing consistently over a decade or two.

Their gifts may be as small as $20 a year – but you are in their heart and probably in their will.

BOTTOM LINE

Focus on the wealthy. Focus on individuals. Create a donor retention task force to “love on” your current donors.

Sharpen up your fundraising strategies and most importantly your language. Revitalize your major gifts program.

And you’ll ride the tide as the world economy continues to improve!

Leave me a comment!

 

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What Every Board Member Needs To Know About Fundraising http://www.gailperry.com/2014/06/every-board-member-needs-know-fundraising/ http://www.gailperry.com/2014/06/every-board-member-needs-know-fundraising/#comments Fri, 13 Jun 2014 14:26:41 +0000 http://www.gailperry.com/?p=14826 If you’re a board member for a nonprofit organization, I bet you are dealing with fundraising issues more often than not. As a board member, you are voting to support (or not support) various fundraising strategies. You are probably allocating resources and making investment decisions about fundraising, too. So why not know learn as much […]

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If you’re a board member for a nonprofit organization, I bet you are dealing with fundraising issues more often than not.dollars and money sign

As a board member, you are voting to support (or not support) various fundraising strategies. You are probably allocating resources and making investment decisions about fundraising, too.

So why not know learn as much as you can about fundraising?

Here’s what every board member needs to know:

1. How Fundraising Really Works Today.

You might be surprised to find that fundraising is pretty well researched and professionalized these days. There’s lots of data now about what works and what doesn’t work to raise money.

Fundraising is no longer a guessing game driven by people’s personal ideas and preferences.  It’s now based on data and planning.

Many board members think that fundraising is “asking people for money.”  That has all changed.

Now we’re much more sophisticated in how we build long term relationships with supporters . . . . so that the asking is really easy.

2. Where Sustainable Fundraising Comes From

Every smart board member wants to see reliable cash flow from fundraising.

Give your donors fabulous customer service and they will sustain you for the long run.

Give your donors fabulous customer service and they will sustain you for the long run.

  • Where does this magic manna from heaven come from?

From developing die-hard loyal supporters who will stick with you in the long run.

  • How do you develop these amazing long-term donors?

By giving them wonderful “customer service” after they make a gift. Why? So they will give again.

  • What’s customer service to donors?

Well it’s outreach. . . invitations . . . . happy newsletters . . . . fun events for them. It’s cheerful personal thank you’s that open their heart. It’s something I call “Donor Love.”

Tending to CURRENT DONORS after they give is often the last thing on anybody’s list. But all the numbers are showing that it should be the FIRST thing on everybody’s list.

3. Where the Easy Money Is in Fundraising Today.

Learn the new language of donor retention and donor attrition. This is the new language of fundraising 2.0 today.

The data show that most nonprofits are losing about 50% of of their donors each year. !!!! (that’s Donor Attrition)

But your nonprofit is probably also bringing in tons of new donors.  So your reports show that the number of donors is stable.

Nobody even sees the huge problem that is happening in your fundraising program!

Are you losing your current donors like a leaky bucket?

Are you losing your current donors like a leaky bucket? Number of donors is stable.  Nobody even sees the HUGE problem that is happening in your fundraising program.

Renewing current and lapsed donors is the easiest money you’ll ever raise. Busting your butt to bring in new donors is the hardest money to raise.

4. Profit from Different Fundraising Strategies

Your organization probably employs several different fundraising strategies. They are not all equally profitable!

Events, for example, are the least efficient way to raise money.  They’re least effective use of your volunteer and staff resources. Why? Because costs eat up about fifty cents out of every dollar you bring in.

Cost Per Dollar Raised of Various Fundraising Strategies

Cost Per Dollar Raised of Various Fundraising Strategies

Your mailing program is more profitable than your events. It will cost you about 20 cents of each dollar raised.

The most profitable fundraising strategy of all is face-to-face asks of individuals, corporations, foundations, or organizations. That’s where the big money is today.

Many organizations are more comfortable with events and less comfortable with the personal networking required by major gift fundraising. Where does your nonprofit stand?

5. Fundraising has a Significant Return on Investment

This means that your organization’s fundraising staff and programs are NOT a “cost center.” Instead they are a “revenue generating machine.”

What’s best, when you invest more dollars in your fundraising program – by hiring extra front line fundraising staff, and investing in the back office,  professional direct mail writers and designers, or an upgraded data base system – you can expect to see an increase in new revenue.

You can expect a measurable ROI from investing in your fundraising program.

You can expect a measurable ROI from investing in your fundraising program.

You should be able to predict what your ROI will be from new investments in fundraising.

6. Your Own Organization’s Fundraising Strategy

Every organization has its own unique fundraising program, based on its culture, its history, and its opportunities. One organization may be oriented towards corporate sponsorships, another towards grants.

What strategy does your nonprofit follow? It’s vital for you to understand which strategies your own nonprofit is employing to bring in the funds.

  • How does your fundraising program work?
  • What’s the ROI of each different fundraising strategy?
  • Where are your challenges?
  • Where are your fundraising opportunities?
  • How much money are you leaving on the table each year because you don’t have the infrastructure to go after it?

7. Why It’s Important for You to Make Your Own Annual Gift and Planned Gift

Board members need to put their money where their mouth is. If they don’t support fundraising for their organization, you have absolutely no credibility to ask others for gifts. Period.

Every board member needs to make their own proud, personal gift each year. And they need to include a bequest in their will – or make their nonprofit a partial beneficiary of their IRA. Right now.

8. Your Level of Responsibility.

As a board member, you are legally responsible for your organization (!).  You do need to educate yourself thoroughly.

As a board member, you are legally responsible for your organization.

As a board member, you are legally responsible for your organization.

Be willing to ask the tough questions – especially when it comes to finances.

9. Whether Your Organization Has a Culture That Supports Fundraising (or Not)

I’m always surprised to find pervasive attitudes against fundraising inside the organization.

Often these notions are held by long time staffers on the program or financial side. Or even board members.  And they are totally debilitating to your fundraising staff. These attitudes wipe out motivation and energy for fundraising.

Wouldn’t it be wonderful if your entire organization supports philanthropy joyfully?

What could you accomplish if every single person thought that your donors were the most wonderful people on earth and did everything they could to do love them?

What would it take to accomplish this?

 BOTTOM LINE

Fundraising is a fascinating subject.  There’s much to learn.

You can refer to research studies and data to make thoughtful decisions about how and where to invest in your fundraising program.  And you’ll see significant profit from those investments. Good luck!

COMMENTS PLEASE!

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Fundraising’s Not About Money (Shocker!) http://www.gailperry.com/2014/06/fundraisings-not-about-money/ http://www.gailperry.com/2014/06/fundraisings-not-about-money/#comments Fri, 06 Jun 2014 15:06:53 +0000 http://www.gailperry.com/?p=14788 Have I confused you already? Guess what – after almost 30 years in the business, I will stand before you today firmly and tell you that fundraising is emphatically NOT about money. In fact, if you make it all about money,  you probably have just shot yourself in the foot. You’re gonna get turned down […]

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begging

People who don’t understand fundraising think it is this!

Have I confused you already?

Guess what – after almost 30 years in the business, I will stand before you today firmly and tell you that fundraising is emphatically NOT about money.

In fact, if you make it all about money,  you probably have just shot yourself in the foot. You’re gonna get turned down more often than not.

The Dark Side of Fundraising

Yup, fundraising has a dark side.  A yucky dark side.

That’s when you are all about the money.

When you treat your donors like ATMs, you dirty your work.  When you are talking money, money, money,  you are on the wrong track.

Have you ever heard a donor say, “We feel like an ATM?” That means you are doing it WRONG!

The Magnificent Side of Fundraising

Fundraising has a magnificent side – where you are standing high up on the hill, white light shining all around you, taking a stand for your fellow human beings.

It’s so funny – one activity (fundraising) can be construed as totally demeaning (ever heard someone talk about “begging for money?” I can’t stand that!)

The magnificent side of fundraising is when you take a stand for a better world.

The magnificent side of fundraising is when you take a stand for a better world.

Or fundraising can be considered one of the most important and magnificent things a person can ever do.

Fundraisers are garnering resources to relieve suffering, help people, and give them opportunity, hope, and safety. To nurture our lovely planet.

Wow. Sign me up for that!

That’s where I want to spend my life’s energy! How about you?

So don’t let people get away with thinking that fundraising is begging. It’s emphatically NOT!

A Fundraising Lesson from my Yoga Teacher

I walked into my yoga class at the YMCA where I work out. And Julie, my ethereal yoga teacher, was just chatting with the class in her lilting voice.

Julie gushed to us, “Class! Guess what! The Y is having our ‘We Build People Campaign’ right now – and we are SENDING KIDS TO CAMP!”

She was sooooo excited about these kids going to camp. And it was genuine.

Make it about the people the donor is helping!

Make it about the people the donor is helping!

In fact, pretty soon she had us all excited about these kids as she shared what kids get to do at camp and how important it is for them.

Then she made a joyful, happy, hopeful ask. She said, “I want my class to send ONE KID to camp! – it’s only $90 and I bet we can do it!”

Julie was so joyful and so excited that her enthusiasm was infectious.

It’s hard to convey her happy tone of voice in writing – but I want you to just imagine. We were all rushing to make a contribution.

Did we feel like she wanted our money? NO!  We felt like we were helping someone and it felt sooooo good!

Take fundraising away from “money” and make it about something happy – the result.

Take the discussion AWAY from “How much money we are asking you for.”  INSTEAD create a NEW discussion called “How do we help send a kid to camp.”

You moved the fundraising talk away from “money” and put it in terms of “people.”

You can create magic with this approach – and you can galvanize the troops.

All the studies say that donors will give more then you ask for something specific.

Get over this "begging" mentality!

Get over this “begging” mentality!

Strengthen your ask by making it about the people you are helping. Use my MPI Fundraising Formula. 

Put it in terms of those people. IT MUST BE SPECIFIC.

Examples: how to take it away from money and make it instead about the purpose:

  • We need to raise $500 this fall so we can do xxx, yyy, or zzz in the community.
  • Please give to help run xxxx programs that help yyy people.
  • Please contribute xxx to help the ballet company stage its fall productions, which cost $150k each.
  • We are raising xxxx money to buy band instruments for yyyy kids. Each instrument costs an average of zzzzz.
  • It will cost $20k to help the rape victims who turn to us in August.
  • We are seeking a total of $40k for a new staff counselor so we won’t have to turn people away.
  • We need a new roof that costs xxxx so that we can offer kids a safe, sound school.
  • We want to give 100 more kids in the community a big brother or a big sister.  Will your church or organization sponsor 5 kids for $5,000?

These are all ways to frame an ask in a joyful, compelling way that connects the donor with a happy outcome or result.

This is the way to create a joyful donor – who understands that her money is going to an important, urgent purpose!

OK so what do you think?

Leave me a comment or a question!

The post Fundraising’s Not About Money (Shocker!) appeared first on Fired-Up Fundraising | Gail Perry Associates.

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