For people who don’t think they want to do it?? Samayasri

About me…  Been a fundraiser for 10 years  Director of Marketing - at World Society for the Protection of Animals  Current turnover $55m per annum  Direct marketing, digital, events, trusts, major donors, corporates…

Today’s agenda  What is fundraising?  Some basics about why people give  The Case for Support  How to get it right  Putting it into action  Some ethical questions?  Summary and questions

So what is meant by “fundraising”? A Google search yielded some (un)inspiring answers: “a campaign to raise money for some cause” “The organized activity or an instance of soliciting money or pledges, as for charitable organizations or political campaigns.” “fundraising is the process of promoting and gathering monies for specific causes or organizations. Fundraising can be for-profit or not-for-profit. Fundraising utilizes many different techniques such as selling cookies or discount cards to personal appeals”

a conversation about unfulfilled ambition Iain McMullan (a consultant)

The fundraiser’s job is to share their ambition with people who may help them to achieve it Your ambition; meeting their ambition = a partnership of equals The fundraiser is the link between a human being’s aspirations for the world – and the means of making them come true

Why do people give?  People give to people  Self Interest  Pride of association  Long term impact  Involvement and belonging  Immortality

Why do people not give?  They forget  They don’t believe they can make a difference  They don’t connect with the person asking  They are muddled about what they are being asked to do  No-one asks them

ambition is critical Dylan Thomas

Without clear and agreed ambition, it is very hard to establish a case for support… Or… if we don’t know where we would like to be, how can we convince someone to help us get there? Fundraisers share their ambition in different ways. Common to them all is the case for support. Let me tell you about my ambition

What is the Case for Support?  It is the presentation of information about why you need money (or time), that will effectively connect into an individual’s motivations to give…

The Case for Support  Who are you and what do you do?  Some answers?.....

The Case for Support  What are the specific objectives of this project?  Some answers?.....

The Case for Support  Why is this appeal important?  Some answers?.....

The Case for Support  What will happen if this appeal fails?  Some answers?.....

The Case for Support  How much do you need?  Some answers?.....

The Case for Support  When do you need it by?  Some answers?.....

The Case for Support  Who else is giving?  Some answers?.....

The Case for Support  How does this relate to me?  Some answers?.....

The Case for Support  Be concise and motivating and uplifting

The Case for Support  Be consistent

The basics for getting it right  Identify your lead fundraiser – and resource them  Talk & plan internally till you agree what is needed (and what can be done)  Start with an internal case – does it work? – would YOU give to it?  Research & segment your market (get to know their motivations)  Plan your timetable  Branding?

The basics for getting it right  Check your energy – are you excited? Inspired? If not how can you change that?  Line up your team  Get ready to communicate – talks, posters, letters  Go public!  Keep to your fundraising timetable

The basics for getting it right  Say thank you – a lot  Track how it is going and adjust accordingly  Tell people what you did with the money!! Make sure they know they DID make a difference.

Put it into action Imagine: Someone invites you to give a speech at a social gathering to people who may give a large gift to one Centre. You can assume they are sympathetic to Buddhism (but not expert). Your task: Construct a 5 minute presentation using the case for support. Only one Centre team will get the money!

Some ethical questions?  How strongly do you make the case?  Gift Aid  Lotteries?

 Any questions?

More money to spend on ambitious, longer term pieces of work that will help communicate the Dharma. Less worry about paying the gas bill It will be hard work – but ultimately…

2004 Countryfile photography competotion winner