Sustainable Fundraising Susan Hay Patrick CEO, United Way of Missoula County

“THE ASK” Educate/ Cultivate Thank/ Recognize Identify Prospects Involve Involvement at any point in this cycle is part of fundraising, and involvement at every point is needed!

21 Fundraising Tips

It’s Counter-Intuitive Sometimes fundraising is counter- intuitive. It's important to keep these tenets in mind because knee-jerk reactions or instincts are often not effective fundraising.

Tried and True These are neither guesses nor opinions. They are facts and strategies, tested and proven through fundraising efforts in every kind of community, among folks at every income level, and for every kind of organization you can imagine.

ONE Keep At It! Ask enough people enough times, and you can raise all the money you need to raise.

TWO Offering an Opportunity People give to people, much more than they do to causes. The number one motivating factor behind charitable giving is "who you know" and "who asks whom.” The power is in the relationship. You are NOT BEGGING. You are giving people the opportunity to invest in something important.

THREE Many “Hands” Make Light Work A wide and deep base of donors provides a much more stable base of support and one that can stand the test of shifts and changes over time.

FOUR It’s NOT Big Corporations Eighty percent of the charitable donations given in the United States annually comes from individuals.

FIVE and it’s not the Top 2 Percent… Of that, over half of the gifts come from people who make $60,000 or LESS.

SIX Everyone Can Contribute We do not have to be wealthy nor know a bunch of wealthy people to raise money for the work we love.

SEVEN Persist When we ask for contributions, people will say yes and people will say no. It is our job to ask—to offer the opportunity— and to keep on asking.

EIGHT Work Toward Yes Some donors, even institutional funders, will say "no" a number of times, but with education, relationship-building, changes in their financial situation, a shift in priorities, many will eventually say yes. It is very important to continue building the relationship, educating and asking.

NINE Stay Positive Beware of the naysayer! They are everywhere - sometimes even within ourselves. These basic fundraising tenets and strategies have proven effective through time, cross community, issue and socio-economic status. If you ask, people give. If you ask enough times, people give enough money.

TEN Be Very Clear Effective fundraising requires a clearly articulated case that is easy to understand, absorb and remember; one that is articulated consistently by the organization's board, staff, volunteers and even donors.

ELEVEN Be Visible An organization, or a particular project, is as valued as the organization is able to consistently and effectively articulate that value. State your case everywhere! Events, newsletters, website, media, Facebook, Twitter, marketing materials, etc.

TWELVE Be Committed The personal commitment of each board member, staff person, and volunteer is a key element whenever that person is making the case. Your passion will move others. Share it!

THIRTEEN Be GRATEFUL Thanking, recognizing and honoring donors is imperative to keeping them. Thank on time and thank often. Find private and public ways to thank and recognize your donors. Respect anonymity if it is requested.

FOURTEEN Show Results It is absolutely key to connect your donors to the true impact of your programs. Whether in a fundraising letter, on a sign or in a conversation, show them your mission-driven results with a human face and in concrete terms.

FIFTEEN Protect Your Investment! Donor names - those of current donors, past donors and prospects - are like GOLD. Be sure that they are treated that way in your data management system. Like GOLD!!!!

SIXTEEN Show Up in Person Face-to-face fundraising is by far the most effective. Be sure to create opportunities to speak in person with your donors at cultivation events, fundraising events, offering volunteer opportunities. With major donors, visit one-on-one at least once each year, and whenever possible appeals should be made face to face.

SEVENTEEN How Much Do You Really Want? Direct appeals for concrete amounts are the most effective. Be sure not to be cloudy or unclear about what you are asking for. Also be sure not to be apologetic. Do not say things like, "This is the part no one likes...” or "If you can't give any money, that's OK"; or "Even one dollar will help."

EIGHTEEN Be Specific – Let them Decide Make a clear, direct ask that will meet a clear and direct need. They will decide if they can or can't give, and whether they'll give one dollar or one hundred dollars. Do not decide this for them! Do not speak after you make the direct ask - let the prospect speak first!

NINETEEN What’s in it For THEM? Whenever possible, articulate to the donor the benefit that he or she will receive from giving. Often it is the opportunity to know they are a key part of creating something beautiful, or making an important change in the world.

TWENTY Who Do They Know? If there are doors that are hard to open, see if you can approach through someone who knows that prospect or that lapsed donor.

TWENTY ONE Start at the Center Build your lists from the inside out. Start with current donors, staff, board, volunteers, and partners. Everyone should be on your list and helping build the list with their family, friends, and colleagues. As new people join in, expand to their circles as well.

Thank you! g