1. Has the Annual Appeal Outlived Its Usefulness? Hartford Public Library **** May 13, 2015 Rebecca Bryan, CFRE President, R. Bryan Associates

2. Welcome & Introductions

3. Goals of Workshop Definition of Annual Appeal Purpose and History of Annual Appeal Why People Give & Trends in Giving Components of Successful Appeal Methods of Appeal Outcome Measurement

4. Definition of Annual Appeal Annual Appeal = Type of Solicitation Annual Fund = Aggregate of all fundraising done in one year, the purpose of which is to support the operating budget Special Campaigns: Capital, Endowment, Special Appeal etc.

5. Proportion of giving in US Categories have remained basically consistent since 1997. Giving has not yet returned to pre-recession levels, but is increasing faster than after previous recessions * Giving USA Today 2014

6. Why People Give & Trends in Giving It’s all about the donor. People give for their reasons, not yours. Fundamentals of fundraising are dependent upon authentic relationships that are cared for with integrity.

7. Why People Give Support the mission Believe their investment adds value. Confidence in organization’s leadership. Volunteer leadership asking. Personal engagement with organization. Because they were asked.

8. Data on slides 5,8 & 9 taken from Giving USA 2014 3% of households make up 2/3 of charitable giving in America

9. Fundraising Trends as of 2013-2014 95.4% American households make charitable contributions. Average household contribution in 2013 $2,9742. (represents 2% of income) Women are more generous than men. Donors give more when they have a personal relationship with organ. i.e. volunteer Top volunteer activity is fundraising or selling items to raise money (25.7%). Donors will give MORE if you let them designate their gifts.

10. Components of Successful Appeal 1.Compelling case for support. 2.Strong & Trusted Leadership: Board & Staff. 3.Sufficient number of qualified prospects. 4.Willing and able solicitors. 5.Clear and realistic plan. 6.Staff/structure/technology/infrastructure. 7.Courage to face your “hot” issues.

11. Components of Successful Appeal (Development Cycle) Engage Cultivate Identify Solicit Steward

12. 3/10/2011R. Bryan Associates, LLC12 Ask for Money and you get Advice Ask for Advice and you get Money

13. Types of Solicitation Annual Appeal LettersTelephone Face to Face Website Social Media Sustainers Crowd Source Email An Annual Appeal is NOT Grants If special events are to benefit the Annual Appeal it must say so clearly.

14. Methods of Appeal Letters Newspaper Online Generalized Letters or Online with notes. Reference to previous gift. Reference to relationship with organization. Personal Face to Face. Intimate

15. Major Donor Program Clear definition of giving levels Clear and compelling benefits Named Promoted Referred to in communications Touch points beyond ask Know top 50 donors Secure multi year commitments

16. Outcome Measurement Have a development plan with measurable goals. 1.Staff development 2.Board engagement 3.Donor Retention 4.Accurate Record Keeping 5.Number of Face to Face Visits 6.Specific goals for each year (max. 4 )

17. Internal Policies and Procedures Conflict of Interest Whistleblower Policy (Document Retention Policy) Website Policy Gift processing Board Roles and Responsibilities 9/26/12R. Bryan Associates, LLC17

18. Thank You! Rebecca Bryan, CFRE 24 Woodruff Road West Hartford, CT 06107 (860) 992-9410 rebecca@rbryanassociates.com