What’s Next? Taking It To The Next Level: Cultivating Your Georgia Gives Day Donors Sam Macfie Central Georgia Nonprofit Fundraising Summit October 9, 2015

Session Objectives Increase knowledge of fundraising fundamentals Increase donor support from individuals and businesses

What Organizations Need Clear and Compelling Leadership Strategic Intent and Strategic Plan Resource Development Plan Alignment of People, Passion & Purpose Authentic Execution

Resource Development Plan Individual Donations: This includes a strategic plan for annual giving, major donor cultivation and giving and direct mail appeals. Corporate Donations: Sponsorships will be sought for special events, annual fundraiser and special projects.

The Giving Cycle 5 Acquiring donors Identifying the “Critical Few” Learning about them; telling your story Developing a relationship Engaging and Involving Preparing to ask Asking for a specific amount Saying thank you Providing stewardship and accountability Source: The Osborne Group, 2007

Donor Focused Fundraising Understands the donor, their motivations and interests Segments donors into distinct groups, or constituencies Selects and communicates specific needs/opportunities to specific donors Uses different fundraising vehicles based on the donor’s characteristics Provides a high level of donor stewardship – 6

Individual Giving Trends Why do they give? They were asked! Believe in mission impact Trust senior leadership Positive personal affiliation with cause Recognition Tax benefits The right person asked! 7

How to get someone involved Ask someone for something small that they can do easily (e.g. suggestions, advice) and then provide positive reinforcement. This greatly increases the chances that someone will do something more difficult or will provide more personal investment.

Identifying Donor Prospects Studies show an 80% chance of increasing giving by donors who…. Contributed consistently over a 3 year period Increased contribution at least once from their original gift Have not already been personally asked before (face to face) Contributed twice in any year

Data Who best fits this profile? What do you think is their greatest motivation to contribute? What three steps could you take in the next year to deepen the relationship with this contributor?

Corporate Giving Trends Why do they give? It’s good business Aligns with business objectives Employee morale & loyalty Reach new markets & populations Counteract a bad image Chairman/CEO commitment 11

What You Need to Know Why your program/initiative exists; Why your program/initiative is relevant; What community and/or funder needs your program/initiative meets; Why people support you. “People give to people, not causes” 12

Stewardship: Delivering on the Promise Spending as agreed Managing prudently Documenting accurately Acknowledging within 24 to 48 hours Providing recognition Demonstrating significance and impact 13 GiftThank you Stewardship Source: The Osborne Group, 2007

Summary Know your mission Know your relevance and impact Know how you align Have plan to expand number of donors Know what resonates with the donor Talk with donors not just as donors Ask donors to increase support Ask donors for help with other donors Ask the board to help Thank them, thank them and thank them!