1. Fund Development Kathy Keeley Northland Foundation

2. Agenda What has changed? Types of Fundraising: Definitions The Fund Development Plan Key Lessons and Tips 10/19/20102The Keeley Group - Northland Foundation

3. Fund Development Process and Rules Have Changed Prospecting and Asking Today - Demographic Technology Competitive Environment 10/19/20103The Keeley Group - Northland Foundation

4. Fund Development Integrated Marketing and Communication Support Planned – Focused – Targeted Building long term relationships Research and Return 10/19/20104The Keeley Group - Northland Foundation

5. 10/19/2010The Keeley Group - Northland Foundation5 Individual Giving Major Donors Events – Both large and small. Direct Mail Telemarketing Online and E-Giving Grants– Foundations, Corporate, Government Corporate Giving Programs United Way Fundraising Minor Donor Groups – Yes, they do exist! Participatory Fundraising– Like walk-a-thons and chili cook-offs Annual Giving and Multi-Year Giving Campaign Types of Fundraising

6. Events Signature Smaller Cause Related Foundations Small Business and Corporations Individuals Membership Appeals and Campaigns Major Gifts 10/19/20106The Keeley Group - Northland Foundation

7. 5 Steps of Fund Development 1. Plan 2. Target 3. Ask 4. Close 5. Appreciate 10/19/20107The Keeley Group - Northland Foundation

8. Sounds Simple! Maybe! 10/19/20108The Keeley Group - Northland Foundation

9. The Plan 10/19/20109The Keeley Group - Northland Foundation

10. 10/19/2010The Keeley Group - Northland Foundation10

11. Fund Development Plan How are you going to fundraise? More than brainstorming session or list of activities? Starts with clear goals and expectations Dollar Goals – more than Plug Your Budget Clear Expectations – Board, Staff and Volunteer Roles Timelines and Calendar 10/19/201011The Keeley Group - Northland Foundation

12. Outline for The Plan Sheet One Categories Dollar Goal Actual last year Year To Date Sheet Two Activity Tasks Timeline Responsibility Goal 10/19/201012The Keeley Group - Northland Foundation

13. Fundraising Plan Sheet One Goal1st Quarter2nd Quarter3rd Quarter4th QuarterTotaldifference Events $ 17,500 $ 4,200 $ 13,300 Large Event $ 10,000 $ - Small Event 1 $ 1,500 $ 1,000 Small Event 2 $ 2,500 $ 2,000 Small Event 3 $ 2,500 $ 1,200 Small Event 4 $ 1,000 $ - Contributions (Letters) $ 24,000 $ 19,000 $ 5,000 Individuals $ 10,000 $ 11,000 Churches $ 5,000 $ 1,900 Board $ 3,000 $ 2,600 Small Business $ 4,000 $ 3,500 Grants (Proposals) $ 60,000 $ 29,000 $ 31,000 Foundation $ - Corporate $ - Other $ - Total $ 101,500 $ - $ 49,300To be raised 10/19/201013The Keeley Group - Northland Foundation

14. Fundraising Plan – Sheet One Goal1st Quarter2nd Quarter3rd Quarter4th QuarterTotal Events $ 17,500 $ - Large Event $ 10,000 $ - Small Event 1 $ 1,500 $ - Small Event 2 $ 2,500 $ - Small Event 3 $ 2,500 $ - Small Event 4 $ 1,000 $ - Contributions (Letters) $ 24,000 $ - Individuals $ 10,000 $ - Churches $ 5,000 $ - Board $ 3,000 $ - Small Business $ 4,000 $ - Grants (Proposals) $ 60,000 $ - Foundation $ - Corporate $ - Other $ - Total $ 101,500 $ - 10/19/201014The Keeley Group - Northland Foundation

15. GoalActivityTasksTimelineResponsibilityCost/Budget Raise $ 5000 from Board Members Board members expected to contribute personally to organization Board Meeting To Review JanChair Pledge Letter SentJanStaff Chair and Vice Chair follow up with members Feb – MarChair and Vice Chair Update at Board Meeting April, July, SeptChair, Finance Board Members raise $15,000 from solicitation of friends Board members generate 20 names each in order to raise funds and add names to general appeal list Board Training AugED Draft LetterSeptED Create list of namesSeptBoard, Dev Committee Board Letter Signing Meeting OctBoard ReportingNov and DecFinance Follow-up CallsDecBoard Board Solicitation – Sheet Two 10/19/201015The Keeley Group - Northland Foundation

16. CorporationGoal20102011Due DateRequest Target5000 7500June, 1Education Materials for Classroom General Mills$150000$12,500May 1Parent Training Sessions SMDC$4000$2000$4000Oct 1GO Corporate Plan – Sheet Two 10/19/201016The Keeley Group - Northland Foundation

17. Who are you asking and for What Dollar Amount 10/19/201017The Keeley Group - Northland Foundation

18. Targeting List Development Prospecting Funding Research Dollar Amount (Too Little or Too Much) Appeal/Request 10/19/201018The Keeley Group - Northland Foundation

19. Targeting Brainstorm Circle of Influence Building the Master List The Real List Connections and Introductions 10/19/201019The Keeley Group - Northland Foundation

20. Targeting Individuals Prospecting Appeal Letter – general vs. targeted Additional Requests Corporations Research Name Match to Business Interests Foundations –create relationship Introduction – call and meeting Newsletter Updates and Information 10/19/201020The Keeley Group - Northland Foundation

21. Planned Giving, Bequests Major Gifts Individual Donors Event, Occasional Gifts 10/19/201021The Keeley Group - Northland Foundation

22. Donors to Investors Contributions to Investments 10/19/201022The Keeley Group - Northland Foundation

23. Targeting Individuals Formal Prospecting Informal Prospecting Who fits the ideal profile? Who are involved in priorities, programs and projects now? 3-10-20 Lists Build the pyramid from top down Organize list by capacity and relationship 97/3 Rule 10/19/201023The Keeley Group - Northland Foundation

24. How To ASK! 10/19/201024The Keeley Group - Northland Foundation

25. The Ask Be Prepared To Answer Where does the money go ? Why is it going there? Who decided that and how did they do it? What do you want from me and when do you want it? 10/19/201025The Keeley Group - Northland Foundation

26. The ASK Simplify the Message Use Powerful Stories Say Dollar Amount Create Engagement Tool The DECK Pictures and Stories 10/19/201026The Keeley Group - Northland Foundation

27. The Ask Practice Set A Goal Take Board Leadership Make 5 Presentations Per Month 10/19/201027The Keeley Group - Northland Foundation

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29. Get Over It! You Are In Sales 10/19/201029The Keeley Group - Northland Foundation

30. The Close Listen Ask them Questions Let Them Ask Questions Respond to What you Hear not What you Want to Hear Engage Use Dollar Amount Be Prepared to Take a NO Follow-up 10/19/201030The Keeley Group - Northland Foundation

31. Relationships and Communication 10/19/201031The Keeley Group - Northland Foundation

32. Celebration Thank you Letter Cards – Holiday Event – Discount and Tickets Communication Newsletter – Email Blast Quarterly Updates Marketing and Public Relations 10/19/201032The Keeley Group - Northland Foundation

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34. The Web 60% of donors do research online Online donations – going up but small % of total giving (10%) – growing each year Email and direct mail have some influence (27% and 28%) 74% of nonprofit have Facebook presence (5391 size of community) 80% commit ¼ of staff person Integrate into fundraising from individuals 10/19/2010The Keeley Group - Northland Foundation34

35. The Web Tips Well branded, easy to use web site Email tool that meets federal laws on spam Send out email and direct mail request few days before and after Include online giving option in direct mail Use Web analytics (google analytics) Social media strategy Build it and they will come does not work Community vs. brochure 10/19/2010The Keeley Group - Northland Foundation35

36. Online Giving Most online Giving End of Year Humanitarian Crisis Have to communicate urgency Set a reasonable goal Supporters reaching out – families and friends influence Focus on impact not the need Share stories Focus on constituent experience Engagement and involvement Be a “donor” once a quarter 10/19/2010The Keeley Group - Northland Foundation36

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38. Staffing Development Staff Grant writer and Reporting Events Individual Solicitation Major Gifts Clearly Define the Job, Expectations, Goals, Timeline 10/19/201038The Keeley Group - Northland Foundation

39. Costs Cost (1/3 of amount raised ) Amount Time (Between idea and receipt of $) Effort 10/19/201039The Keeley Group - Northland Foundation

40. Tips Build A Team – Takes Time Build Relationships Listening Communication –ongoing Engage It Takes Time – 3- 5 years 10/19/201040The Keeley Group - Northland Foundation

41. Tips The Rule of 3 Avoid Cold Calls Do Your Math – how much per client, per service, per outcome Rule of Thumb: Expect to spend 1/3 of your nonprofit expenses on fundraising 10/19/201041The Keeley Group - Northland Foundation

42. Brainstorming Is Not Planning 10/19/2010The Keeley Group - Northland Foundation42

43. Earned Income Fees Selling Product or Service Process Feasibility Study Target Market Can you make money? What does it take to start? 10/19/2010The Keeley Group - Northland Foundation43

44. Business Plan Description Product/Services Target Market Competitive Analysis Marketing Strategies Management Financial Projections 10/19/2010The Keeley Group - Northland Foundation44

45. Resources http://www.supportingadvancement.com/revenue/sa mples/samples.htm http://www.supportingadvancement.com/revenue/sa mples/samples.htm www.networkforgood.org www.managementhelp.org 10/19/201045The Keeley Group - Northland Foundation