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

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

Resource Development Cycle

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

Audience & Development Cycle AudienceDonors

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

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?)

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

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

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

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

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

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

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

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

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

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

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)

Q & A

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