How Fundraising Plans Help Build Relationships, Raise More Money and Stay True to Mission With Kim Klein Real money. Real people. Real change.

About the Presenter Kim Klein is the author of five books, including the classic text, Fundraising for Social Change, recently released in a SEVENTH edition. She also wrote Reliable Fundraising in Unreliable Times, which won the McAdam Book Award in 2010. She has provided training and consultation in all 50 United States, five Canadian provinces and 21 other countries. She is a lecturer at the School of Social Welfare at the University of California, Berkeley, and has served as guest faculty at the Haas School of Business at UC Berkeley and Concordia University in Montreal. Kim co-founded the Grassroots Fundraising Journal in 1981.

Plans Are Built on a Foundation

Sources of Revenue TOTAL $1.4 trillion Earned Income: 50% Government: 32% Philanthropy: 13% Investment Income: 5%

Philanthropic Giving: 2015 TOTAL GIVING:  $373.25 billion   Individuals:   $264.58      72% Bequests:          31.76        8% Foundations    58.46     15% Corporations    18.45        5% Source: Giving USA www.kleinandroth.com

The People Who Give: Most people: 70% of adults give away $$ Give to 5-10 organizations each year, most of which are fairly similar. Equal numbers of men and women. # 1 reason people make a donation: someone asked them. #1 reason people don’t give: they say they were not asked. www.kleinandroth.com

Move into an “EXCHANGE” Frame Go from this: “Please, please, please…” To this: “I think you would be interested….” www.kleinandroth.com

The Purpose of Fundraising is to Build Relationships Invite a legacy gift (bequest): information repeated over time in various ways. Invite the donor to give thoughtfully: (personal calls, visits, personal asking) Invite the donor to give over and over: mail, phone, e-alerts, signature events, personal notes on letters, thank you notes Invite the first gift: (mail, on-line, special events, thank yous) www.kleinandroth.com

Plans Start with Evaluation

Evaluating your Relationship Building Efforts 1. We invite people to make their first gift through: (ie events, direct mail, door to door, on-line) 2. We invite people to give a second, third, fourth gift by: (ie thank you notes, newsletter, fall appeal, gala) 3. We ask people to consider increasing their gift by: (ie upgrading campaigns)

Know What You Need to Raise

Questions to Establish Goals How much money do you need to raise from individuals in this time period? How many new donors do you want? How many donors can you expect to renew their gifts? How much $$ is that? Which donors will be asked to increase their gifts?

Changing Donor Pyramid www.kleinandroth.com

A Simple Chart Goal: $50,000 # of gifts size # of prospects* 2 $5000 8 2 $5000 8 4 $2500 16 10 $1000 30 20 $500 40 40 $250 80 76 gifts X 2 = 152 prospects *You will need 2 times the number of prospects as the number of gifts

Gift Range Chart: $200,000 Lead gifts: 1 gift @ $25,000 $ 25,000 Total lead gifts $ 65,000 Other gifts:  10 @ 5,000 $50,000 10 @ 2,500 25,000 20 @ 1,000 20,000 30 @ 500 15,000 20 @ 250 5,000 Rest various 20,000 Subtotal $135,000  

Donor Trajectory “This is one of the organizations I support” “I like this organization a lot” “This is one of my top three giving priorities” www.kleinandroth.com

The most likely giver is someone who has given already Send a thank you note within 72 hours Record the donation in a database Personalize whenever possible Send the donor some kind of information at least 3 times a year Use social media appropriately Keep your website up to date www.kleinandroth.com

Do You Have the Right Mix? Sources/Strategies Social media Religious Major Donors Members House parties Fees/Products Foundations Board and Volunteers

How are you building skills of your board and volunteers? Planned Gifts Heading Major Gifts Team Soliciting large gifts as part of a team Asking donors likely to say yes; working on a campaign Meaningful but not scary fundraising tasks

Every Board Needs: A way for every board member to participate. Some people: will ask for money and some won’t love events, and some don’t enjoy working alone, others in teams prefer approaching strangers prefer working with institutions Who are you? Is your board balanced amongst all the styles?

Every Board Member Should be Able To: State a one sentence, easy to remember mission or vision statement Name three important accomplishments from the previous year Name three goals for the current year Know the total budget and some budget detail Talk about how the organization raises $.

How well is your board doing?

One Thing Will Never Change: Personal face to face asking Standard Slide Nothing takes the place of face to face asking www.grassrootsfundraising.org

Tips on asking Success is asking

2. Be OK with no

3. Focus on what you believe, not what you fear.

4. You don’t have to ask everyone

Identifying Prospects Ability: Gives away money Belief: Cares about this cause or something similar Contact: How you know A and B is that you or someone you trust knows the prospect. You have access to this person. www.kleinandroth.com

Set a goal for yourself Example: $10,000 Need: 10 at $1,000 Or 1 at $5,000 1 at 2,000 3 at 1,000 Need 3X as many prospects as gifts. www.kleinandroth.com

Break it down into small bites: Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for: 1. 2. 3. 4. 5. www.kleinandroth.com

Make a list, work the list Create a chart of possible prospects: Name Relationship Gives $ Cares? Ask for: Max ex-boyfriend never hardly time of day Mary cousin Yes yes $150 Jose friend Yes lobbyist houseparty Susan colleague ?? Sort of comedy night Georgia book club Yes probably not book fair? Milagros neighbor Yes definitely $500 Tiffany best friend Yes already gives? $1,000 www.kleinandroth.com

Steps in asking: kleinandroth.com

Preparation Have ready: Stories Statistics, including comparisons Philosophical reasons why this is important Responses to common objections and questions Budget and fundraising success so far

Don’t do all the talking… Ask different types of questions: How did you first hear about us ? How long have you lived here? How is that donut shop that just opened? What is most compelling about this issue to you?

Tell Your Own Story I got involved in this because…. The most surprising thing to me about this issue is…. I loved meeting people who have been giving for a long time because…. I have a dog, too….

The CLOSE

Elements of a Successful Donor Program What’s Working/ What’s in Place What Needs to Change/Improve Next Steps Compelling Sense of Exchange (Why should someone make a donation to your organization?) Willingness to ask for money (Do you have people to ask and people willing to ask them?) 37

What’s Working/ What’s in Place What Needs to Change/Improve Next Steps Strategies for Building Relationships: Acquiring, Retaining, Upgrading Team of People Involved (Board, Volunteers, Staff) 38

What’s Working/ What’s in Place What Needs to Change/Improve Next Steps Fundraising Goals (SMART) Infrastructure & Technology (Database, systems, shared knowledge) 39

LEAD PERSON RESPONSIBLE Fundraising Plan for ___________________________ January – December, 2017 STRATEGY GOALS Audience or Prospects WHEN LEAD PERSON RESPONSIBLE Role of Board Comments

Summary of Planning Elements Start with what you most need Pick a strategy Set a goal: break this down by season, strategy, or program Create materials as needed Recruit and train volunteers Evaluate and move to your next need, i.e. return to #1.

Helpful Resources from Kim Klein Magazine and e-newsletter Grassroots Fundraising Journal www.grassrootsfundraising.org Books by Kim Klein Fundraising for Social Change, Seventh Edition Reliable Fundraising in Unreliable Times http://www.wiley.com/buy/1119209773 Sign up for our free e-newsletter: http://www.kleinandroth.com/newsletter-sign-up