1 Fundraising & Development Nonprofits Building Success Stories Fundamental Five+ Non-Profit Capacity Training Series presents Lorraine Tamaribuchi, Yuki Lei Sugimura, Katie McMillan, and Sara Tekula 03/08/11 Maui

2 Today’s Objectives  Comprehensive Fund Development Strategy  Cultivating your Ohana and offering a wise investment to your donors  Broadcasting your Story

3 Agenda 8:30 amWelcome & Introductions 8:45 amFund Development Strategy 9:45 amBREAK & Network 10:00 amCultivating Return on Investment 10:40pmBroadcasting your Story (Branding) 11:15 pmBREAK & Network 11:30 pmBroadcasting your Story (Online) 12:15 pmWrap-Up, Post-Test, Evaluations 12:30 pmSession Ends

4 Mahalo to our Sponsors!  Office of Hawaiian Affairs - Community Building Economic Development Grant  Grants Central Station - program founder  Tri-Isle Resource Conservation & Development - Fiscal Sponsor  PlayBook Consulting Group - Fundamental Five+ Series Producer / Coordinator

5 UpcomingWorkshops! April 6Grant Strategy & Writing April 27 & 28AFP Increase Your Skills & Knowledge in this upcoming Fundamental Five+ workshop

6 Who’s in our Hui?  How many Executive Directors?  How many Fund Development Directors?  How many are Board Members?  How many others?

7 Foundations for Fund Development Strategy Lorraine Tamaribuchi

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15 SWOT ANALYSIS

16 What’s a SWOT?  SWOT = Strengths, Weaknesses, Opportunities, & Threats  It’s a PLANNING tool - helps you plan any GOAL  It’s a first step in deciding if a goal is achievable, given all the SWOT parts  If it isn’t, can you change any part of the plan or the challenges?  If it is, now you know the things you have to plan around to succeed

17 S WOT A NALYSIS SW Strengths OT Threats Weaknesses Opportunities Helpful in achieving the objective Harmful to achieving the objective Internal Origin (attributes of the organization) External Origin (attributes of the environment)

18 SWOT’s to Consider  Team Expertise  Money  Facilities  Strategic Partnerships  Relationships with Other Organizations  Relationships with Gov’t Agencies  Reaching the Needful Clients in the Community  Benchmarking Relationships with Best- in-Class Industry Leaders  Training  Adequate Staffing  Infrastructure (like I.T., phones, transportation)  Co-op’ing Cross- Agency Resources

19 Wrap-Up  Fund Development Strategy - overview  The Pyramid of Giving  Rosso's Concentric Circles

20 Development Strategy Resources  Hawaii Community Foundation Website for 2011 HCF Foundation Proposal Submission Deadlines and List of Other charitable Funding Resources in Hawaii  Lilikoi – a monthly gathering of Maui County Fund Development Staff  AFP Fundamentals in Fundraising Course on Maui, April 27 – 28, 2011 Special scholarships available for members of today’s course. Application deadline: March 14, 2011

21 BREAK 10 minutes Next up: Cultivating ROI

22 Agenda 8:30 amWelcome & Introductions 8:45 amFund Development Strategy 9:45 amBREAK & Network 10:00 amCultivating Return on Investment 10:40pmBroadcasting your Story (Branding) 11:15 pmBREAK & Network 11:30 pmBroadcasting your Story (Online) 12:15 pmWrap-Up, Post-Test, Evaluations 12:30 pmSession Ends

23 Cultivating Return on Investment Yuki Lei Sugimura

24 You are a business. Do not be fooled by the word “nonprofit”

25 Live Your Passion! Be passionate about your cause Be passionate about attracting others to your cause

26 Return on Investment Building return on investment (or ROI) – why this is important How ROI works at a nonprofit: Return on investment for staff For board members For donors For volunteers ROI for Hawaii: making a tangible “local” difference.

27 Why is ROI so important? Funding sources looks like it is diminishing? Government, foundations, stock markets, businesses are cutting grants and individuals are cutting back a nd the need for services is rising! $300,000,000 (yes billion) were given to non profits in the US (above Government funding), 2007 Over 1.5 million non profits in the US, OPPORTUNITY IS AVAILABLE… VALUE IS IMPORTANT

28 ROI: Measures for Nonprofits MEASURE FOR EFFECTIVENESS OF CARRYING OUT YOUR MISSION: NUMBER OF ? HOW MANY ? HOW MUCH ? MEASURES ARE MORE THAN DOLLARS! HOW WELL DO YOU SERVE?

29 Building ROI Build and develop your OHANA Volunteers Staff Executive Director Development Director Client Board Everyone is a connector to your organization.

30 The Role of the Board Board members must possess the ability to provide: 3 W’s=Work, Wisdom, Wealth (help fundraise through networking) Dedication to the organization, invaluable! Financially. Ask them, do not assume they know. Volunteer to help, attend functions, strategic planning, including fundraising

31 How do you create ROI Meet your donor, become their friend Build Relationships, mail, phone calls, visits Recognize them appropriately. Establish Long Term relationships, don’t connect with them only when you want money, Make them feel special, invite them to events to bring them closer to our organization Connect!

32 Keep Connected to your Donor Newsletters Media stories about heartwarming outcomes made possible by donor contributions Facebook posting Twitter

33 Cause Marketing/Events DEFINITION: Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. How does the nonprofit business benefit? How does the “for profit” business benefit?

34 Meadow Gold Milk Carton Regatta Donors/Sponsors: Businesses that want to be aligned to education and families. (Government, media, hotel, restaurant.) What do you you offer your donors to align with?

35 Development is a 2-way Stret REMEMBER: Just as much you search out donors, they may look at you too to be sure they do a wise investment (their ROI) Donor perspective = Looking for a wise investment Age of organization or record of success Mature or experienced fund development program Connecting people to a cause that matters to them! Organization with integrity

36 Festivals of Aloha County Wide HTA Major Festival Government Foundations Businesses Community In-Kind Donor Support: Community

37 Donor Support: Foundation 12th Annual Chinese New Year Grants, Foundation, Business and in-kind

38 Wailuku First Friday HTA Businesses Vendor Fees In-Kind Donor Support: Business, Community Good

39 Breakout Session Share your success stories with donor recognition. What worked for you?

40 Quick Wrap-Up  Nonprofits are businesses  Nonprofits have to consider ROI for themselves and entire ohana.  It is important to understand what makes your organization a uniquely good investment for a donor or sponsor.  It is important to keep connected with donors.

41 Yuki's Resources See handouts.

42 BROADCASTING YOUR STORY (Branding) Katie McMillan

43 Developing a Meaningful Brand

44 Why your brand matters.

45 What is your brand? Understanding your brand is vital to the success of any marketing or development campaign It is the foundation for all of your communications efforts

46 A brand is... The sum total of all user experiences with a particular product or service, building both reputation and future expectations of benefit

47 Branding A brand is much more than an icon, it's a reputation. In the world of social media, a brand goes much beyond one-way communication (this icon tells the consumer, what the brand is) A brand is a two-way relationship with the consumer (based on reputation, consumers expect something of the brand)

48 What does your communication really say about your organization? Branding is essential for non- profit organizations. How will people identify you? How does your communication reflect your core mission and the personality of your organization? How does your organization live in the mind of your donors?

49 The Importance of Branding Companies and organizations invest in building and marketing their brands for a number of reasons, including: Increasing recognition Establishing trust Building brand loyalty

50 Elements of the Brand Brands are complex entities that are made up of both tangible and intangible ingredients All of these ingredients play an important role in speaking to the consumer, communicating a message and building an audience: Promise Personality Unique qualities Representative icons and elements

51 The Brand Promise The benefit the brand will deliver to consumers Fulfilling that promise is one of the most important actions a company can take Initially, the consumer can only go by what the brand promises and assume that that promise will be fulfilled If the promise is fulfilled, the brand is strengthened

52 The Brand Personality Personalities in the brands we buy have an impact similar to the personalities of people that we meet Brand personalities are often immediately judged by how they present themselves to the public through visual elements (discussed later) and marketing efforts Personalities are vital to forging an emotional bond between brands and consumers

53 The Unique Selling Proposition Brands need to offer something unique - something that can differentiate them from their competitors - or brand loyalty will be impossible to achieve Providing a distinguishing factor gives consumers a reason to gravitate toward them More than one competing brand may claim the same unique factor (such as taste) If a brand cannot find a way to distinguish itself from competitors, than that brand must determine whether there is really room for it in the market

54 Image Consumers need a visual way to identify, distinguish and recall these messages Image elements give consumers an easier means of mentally categorizing each brand Logos Taglines Colors Fonts

55 Connection When a person thinks about a nonprofit's brand, they make the connection to the organization's cause, which becomes the main identifier. They think, ‘Do I support the cause or have a gut feeling about it? Do I have a heart for the mission or care about it?' Bottom line, if a person doesn't care about the cause, they will not give to it.

56 Why do donors give? Donors give to make good things happen, not to support an organization. Smart nonprofit brand communication guidelines are packed with “You” statements, and thin on “We” statements.

57 Are you clear about your brand? If you are unclear about your brand, you need to conduct a “guerilla-style” brand audit. (see your hand out) Branding is something you want to focus on now. Not just before a major campaign.

58 Branding Breakout Session Write down answers to two questions.

59 Resources Guerrilla Branding Audit (handout) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

60 BREAK 10 minutes Next up: Broadcasting Your Story (Online)

61 Agenda 8:30 amWelcome & Introductions 8:45 amFund Development Strategy 9:45 amBREAK & Network 10:00 amCultivating Return on Investment 10:40pmBroadcasting your Story (Branding) 11:15 pmBREAK & Network 11:30 pmBroadcasting your Story (Online) 12:15 pmWrap-Up, Post-Test, Evaluations 12:30 pmSession Ends

62 Online Broadcasting & Fundraising for Non-profits Sara Tekula

63 What Causes Giving Behavior? In fundraising, you are trying to encourage the behavior of giving. A target behavior should be: Specific (in one sentence: who is doing what) Simple (something that's easy to figure out or do) Measurable (you must be able to tell whether it happened)

64 Psychologists know what creates behavior. 1. The triggers (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!") 2. Focus on ability (make it easier) 3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection You'll need to remember these three things – very useful things to check in on when fund raising. (#1)

65 Fundraising Transparency Study Having some money in the box significantly increased giving. When the box was empty, giving was at its lowest. When people saw small donations as the norm, more people gave; when people saw big donations as the norm, fewer people gave, but they gave more. How does this data apply to your fund development plan?

66 Bottom Line of Transparency? We sure are social creatures! Contrary to popular belief, donors want to be a part of successful orgs that attract donations. ACTION ITEM: When you fundraise, make it clear other people are supporting you. COMMUNICATE strategically and OFTEN. Simple way to emulate the “Transparent Box”? Progress “thermometer” on your website next to a donate button, and coordinate the giving process There are free pieces of code that do this for you. When to display thermometer? When not to?

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68 Communication Plan Once a year: Annual Report Quarterly: Print Newsletter Monthly: e-Newsletters Weekly: Blog Posts (include images, videos) Daily: Facebook status update/shared item Several times daily: Twitter: 140 characters or less We will focus on online options.

69 The Online Giving Study Study from Network for Good and TrueSense Marketing ( Examines the online giving experience on: donation portals nonprofits’ websites social networks The study covers: Seven-year time span ( ) $381 million in online giving, 3.6 million gifts million unique donors, 66,470 different nonprofits The Findings: These online tools are directly tied to donors’ likelihood of giving more—and more often.

70 Online Donation Portal A centralized Web site that allows visitors to view information or donate to a wide variety of organizations Examples: networkforgood.com changingthepresent.org gofundme.com (for individuals) Very low cost to use. (typically charging about 3 percent of each donation with no other fees.)

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72 Opening Up Telling your story on the web starts on your website and grows by allowing and encouraging others to speak about you.

73 Your website has the power to: SHOWCASE your best qualities INCREASE number of donors and dollars donated EDUCATE audience about breadth of organization's work (they may only know part of what you do) COMMUNICATE the power of your programs PROMOTE to increase participation/donations INTEGRATE work of organization into web content PROVIDE resources to educators and other people who work with your end-users UTLIZE website as a tool for your mission and recruitment

74 Website MUSTS for Nonprofits First, don't get nervous if you're not web-savvy – you won't have to do all of this yourself! Second, know that a lot of us can do these things for you for relatively low cost, and there is plenty of funding available - organizational capacity grants to build this into your strategy. Third, it's easy to train a staff/board member to take on some of the functions we're about to discuss. In fact, there is very affordable training in these areas. TIP: try to recruit someone onto your board who is web/social media savvy.

75 Website MUSTS for Nonprofits 1.DONATIONS: Online Giving requires an EASY TO FIND donate button (#1 missed opportunity) 2.CONTENT: Refer to org's goals and strategy to determine homepage and menu content – website should align with you 1.A balance of “information” and “call to action” 2.Prominently feature the end-users of your services 3.MUST HAVE dynamic content 4.It's not only promotional, it should be educational, helpful and tell your organization's story. 3.CULTIVATE COMMUNITY: Bring energy of your community and events to your website 1.Capture s for e-newsletter 2.Tie-in social networks

76 How to Encourage Online Giving? 1. Start with the triggers (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!") 2. Focus on ability (make it easier) 3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection Here's that slide again! #2

77 About Your Donate Page DONATE BUTTON. If you don't have one, get one...right away, and make donate button clear to click Minimize Text, More images, make it easy to read and understand. Say “tax deductible” (only if you are 501c3) Pre-select specific donation amounts Transparency: Show how donations are being spent (Give examples) Plan user navigation. After donation, direct them to “Thank You” page w/social media buttons

78 Options for Donate Button Donations on your webpage: Paypal.com Google Checkout Donation “widget” leading to donation portals: networkforgood.org

79 Dynamic Online Experience Have shareable content and share utility Utilize the power of influence marketing Offer a quality content Recognize people who give, and thank them profusely online (when appropriate) Allow others to have the conversation about you publicly (opportunity to recruit new stakeholders to your social spaces.) Transparency means: broadcast as much about the campaign, on the campaign site and social media, as it happens

80 Social Media Join the conversation happening on online. It is a way to share, to listen and to connect. It is a place where behavior can be observed, changed and motivated toward action. (Example: Tunisia, Egypt revolutions)

81 Social Media is a Necessary Tool Nonprofits must harness the opportunity social media presents: social media has the power to “level the playing field”. Social Media offers you valuable tools, free of charge encourages others to spread the word about you, makes it easy, builds trust and brand awareness. allows you to get to know your audience, donors, and full “Circle” better in a casual manner.

82 Why Social Media is Attractive: People trust “a person like me” more than authority figures from business, government and media People seek an online dialogue, not one-way advertising Important values: Trust, transparency, openness, honesty

83 People Listen: AWESOME Example: 11/12/08: Mom posts on her blog that her daughter needs a kidney. Blog post gets 196 comments, a flurry of Tweets. 11/26/08: Announcement of living donor found, post gets 146 comments.

84 Social Media: Rules of Thumb Be (the public version of) yourself. Be geniune. It's like you're at a cocktail party. Be polite. Social Media is a two way communication medium. If you aren’t acknowledging the input of others, you are doing it wrong. Must listen/read/reply. Be generous. It's all about being a helpful human. Social Media is based on a gift economy–you have to give before you receive.

85 Goal of Social Media for NGOs You want people to: DO Something. You are calling them to some kind of action. THINK Something. You are sharing something helpful or educating them. FEEL Something. You are building rapport by giving them content that makes them laugh, cry, smile, feel included, or whatever. Never discount the value of rapport.

86 AGAIN: How do we do this? 1. Strong trigger (Call-to-action, a cue, or a clear, prompt - a well-crafted message that says "do it now!") 2. Focus on ability (make it easier) 3. Increase motivation (through stories and rewards) Sensation – pleasure / pain Anticipation – hope / fear Belonging – social acceptance / social rejection Here's this slide again! (#3)

87 3 Elements of a Target Behavior In fundraising, you are trying to encourage the behavior of giving. A target behavior should be: Specific (in one sentence: who is doing what) Simple (think small, not big, make it easy) Measurable (you must be able to tell whether it happened)

88 Action Taken by 80% of users as a Result of Social Media 54% Talked to friend/family member 41% made financial contribution to organization 34% made financial contribution to a cause the org supports 31% volunteered for the organization 30% attended an event sponsored by org 25% Contacted elected representative

89 Social Media Tools These are all FREE: Add a blog to your website (WordPress, Blogger, TypePad, Tumblr) Facebook “Page” for your organization, designate at least one admin Twitter account for your organization, connect with like-minded people Flickr account for photos Nonprofit YouTube account for video

90 What is a Blog? A blog is an informal journal that shares true stories, teaches, and invites the reader to engage/comment/share. It's important that blog titles and content contain words that would bring your specific audience to you. (i.e. “search words”) Adds an all-important “dynamic” element to your website, which would otherwise be pretty stale.

91 Facebook “Page” Facebook: social networking platform that have revolutionized how people and organizations connect. Allows company/organization/individual to easily cultivate, curate and manage a fan base and keeps them at your fingertips Allows you to post events, manage RSVPs and easily pass around links and other dynamic info

92 Twitter “Feed” A social networking platform that allows people and organizations to spread info faster and more efficiently than ever before. (Earthquake story) 140 characters or less Send links to longer content, videos, images Content/links easily passed on to others' networks with one click.

93 YouTube Youtube.com/nonprofits YouTube is the world's most popular way of sharing video content Why video on your website? It is a dynamic thing that engages and brings a human element into the digital realm.

94 Flickr A very useful way to organize and share your photos online. A rich source of “Creative Commons” license images Creates embeddable slideshows Why images on your website? We are visual creatures!

95 Connect all of the Tools New Photo Gallery/New Video on YouTube.... Embed it into... New Blog post on Site using keywords, catchy titles, and a few paragraphs Synched to post on ---> Facebook, Twitter

96 Maui SMUG Maui Social Media Users Group mauismug.com

97 Crowd Funding It's a form of crowd-sourcing, applied to finance and fundraising Set a goal, many people help you get there KickStarter ($1 million per week) Facebook Causes Indie Go Go Profounder

98 Why Crowdfunding? Raising money through your awesome community of supporters aligns you with your core support system. You don't need to have the first clue how to raise money from big-time investors Capitalize on strengths: if know hundreds of people who believe in you, who who want to connect to the work you do, even in a small way, get a small contribution from them. Use tools like Facebook and Twitter to energize people, and that will be the key to your crowdfunding success.

99 Broadcasting Breakout Session Using all of the new data from this section, take a small scrap of paper and write down an effective online “Call to Action” in 3 sentences or less.

100 Wrap Up Review: Broadcasting To create giving behavior, make a clear “call to action”, make the action easy to do, and include a motivating factor. Show everyone that others are giving too. With today's communication, 3 rd parties communicating about us actually cultivates TRUST.

101 Sara's Resources

102 Test Your Knowledge  Our funder (and we!) want to know how effective this workshop was for you.  This 5-minute Post-Workshop Quiz helps us gauge your progress and our success. Mahalo.

103 Help Us Serve You Better! Please take 5 more minutes to complete the Workshop Evaluation so that we can improve this and future offerings Mahalo.

104 Thank You! Lorraine Tamaribuchi, Hawaii Community Foundation Yuki Lei Sugimura, Connec, LLC Katie McMillan, Katie McMillan Public Relations Sara Tekula, Noni Films & Media and The Plant a Wish Project

105 Mahalo For More Information or to Register for an Upcoming Workshop Leslie Mullens (808) Fundamental Five+ Nonprofit Capacity Training Series