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Creating a Roadmap for Success Communication & Cultivation: Converting Earned to Contributed November 10, 2011 Creating a Roadmap for Fundraising Success:

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Presentation on theme: "Creating a Roadmap for Success Communication & Cultivation: Converting Earned to Contributed November 10, 2011 Creating a Roadmap for Fundraising Success:"— Presentation transcript:

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2 Creating a Roadmap for Success Communication & Cultivation: Converting Earned to Contributed November 10, 2011 Creating a Roadmap for Fundraising Success: A Three-Part Workshop Series on the Development Cycle

3 Goals Review development cycles: resource & audience Differentiate between communication and cultivation Explore communication: audience and message segmentation Discuss cultivation: individual, corporate & foundation Develop a communication & cultivation plan Q&A

4 Resource Development Cycle

5 Audience Development Cycle Consideration Of Programming Participation/ Attendance Understanding/ Engagement Awareness of Organization

6 Audience & Development Cycle AudienceDonors

7 Communication vs. Cultivation Communication One-way flow of information e.g. website content, brochures, signage, marketing Cultivation Two-way flow of communication Begins from first interaction e.g. meetings, attendance, site visit, phone calls, social media

8 Communication Best Practices Three Questions to Avoid Identify who is communicating (Who is sending me this?) Segment messaging (Why am I receiving this?) Clearly relate desired action (What do they want me to do?)

9 Case Study: Catawba Lands Conservancy Segmenting audiences for campaign messages Land Conservation Wildlife Outdoor Activities Tax-motivation Preparing specific messages for affinity groups

10 Activity Build a List of Potential Audiences Consider groups of individuals to message (10-15) Get specific (e.g. Attendees vs. Monthly Attendees) Select three and describe one message for each and delivery tactic e.g. Non-subscriber who has purchased single-tickets to the three consecutive events subscription information

11 Introduction to Cultivation Relationship-building steps that lead to a gift Can happen over many years or relatively quickly Can be accidental or planned

12 Types of Cultivation/Motivators Relationship-driven Mission-driven Self interest-driven Successful cultivation typically has elements of all three

13 Relationship-driven Cultivation Leverage relationships of stakeholders Board-Volunteer Staff Other Participants/Donors

14 Mission-Driven Cultivation Focus on the mission and the community/societal impact and the need of the organization Cultural/artistic impact Educational impact Economic impact

15 Self Interest-Driven Cultivation Appealing to the self interests of the individual Benefits of support Recognition/status

16 Cultivating Different Sectors Individuals – leverage relationships and affinity Corporations – leverage marketing/PR potential Foundations – leverage relationships and impact

17 Case Study: Chicago Symphony Orchestra Five volunteer groups to cater to various individuals League-300 members who support fundraising/social events Womens Board-Engaging women leaders in advocacy and fundraising Overture Council-Young professionals group Governing Members-Business, cultural and civic leaders who serve as advocates for orchestra Auxiliary Volunteers-Administrative support for orchestra

18 Activity Creating a Cultivation Plan Pick two audiences from communication activity Develop cultivation plan for a major gift prospect representative for each Three contact points for each Consider current and potential opportunities Involve each of the three motivators

19 Case Study: Arts of the Albemarle Individuals Shift from membership to annual fund model Balanced focus on impact and self-benefit Corporations/Businesses Sponsorship platform Engage corporate donors in discussion about their needs Foundations Topic and audience-specific (Coast Guard community)

20 Q & A

21 THANK YOU! Patton McDowell, CFRE Josh Jacobson, CFRE Please Join Us for the Rest of the Series Creating a Roadmap for Fundraising Success: December 8 - Stewardship: More Than Just Thank You


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