Post on 15-Jul-2015
BUILDING A FUNDRAISING STRATEGY Ronan Ryan Head of Fundraising& Communications Irish Red Cross
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INTRODUCTIONS Me You
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WHERE TO START Do your homework and a little bit of thinking!
•Market analysis •Competitor analysis •Organisational analysis
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MARKET ANALYSIS Macro
•Central Bank Quarterly Bulletins •ESRI Quarterly Economic Commentary
Micro •Sectoral research •FI Fundraising Survey •ICEM •2into3 Philanthropy research •Informal research – talk to your peers
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COMPETITOR ANALYSIS •Income
•Plus income breakdown – comparing like with like
•Brand awareness
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ORGANISATIONAL ANALYSIS Structure • numbers • specialism's
Income lines • Compare to 2-3 peers • International comparisons
good
SWOT • Write from the perspective of
fundraising
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Head of Fundraising and
Communications
Fundraising Assistant
(Supporter Care)
Fundraising Assistant (Direct
Marketing)
Fundraising Assistant
(Committed Giving)
Director of Fundraising
Direct Marketing Manager
Direct Marketing Executive
Fundraising Assistant
Community And
Challenge Events
Manager
Community Events
Executive
Fundraising Assistant
Corporate and Major
Gifts manager
Trusts and Foundations Executive
Fundraising Assistant
Supporter Care
Manager
Data analyst
Fundraising Assistant
Fundraising Assistant
Fundraising Assistant
Fundraising Assistant
Fundraising Assistant
OVER TO YOU… SWOT Analysis
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YOUR PROPOSITION (Or why should I give you my money?)
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7 QUESTIONS 1. What’s the problem? 2. Who is effected and how? 3. What is IRC doing about it
NOW? 4. What can I do about it? 5. What happens when I do act? 6. What happens if I don’t act? 7. Proof of success
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OVER TO YOU… Why should I give you money?
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GOING FISHING Recruiting donors and choosing appropriate channels
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BUILDING A FUNDRAISING PORTFOLIO • Community
• Who? General public, often local • Where? Bucket shaking, text to
donate, flag days etc. • Key issues? Volume driven =>
volunteer resource dependent, very exposed to economy, CRC type shocks
• Direct marketing • Who? cash donors, mostly older
female ABC1s • Where? Cold mail, inserts • Key issues? Needs proper
investment budget with 3-5 year timeframe and expectations
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BUILDING A FUNDRAISING PORTFOLIO • Events (challenge or social)
• Who? younger, less tied to cause in long term, social butterflies
• Where? 3rd party fundraising => social networks
• Key issues? Inspiring and equipping them. About half will be rubbish! Staff resource heavy
• Committed givers • Who? Ideally 35-55 ABC1s, but... • Where? Door, street, mail, digital • Key issues? Big investment,
politically troublesome
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BUILDING A FUNDRAISING PORTFOLIO • Corporate
• Who? Staff committees, HR directors, Marketing Directors
• Where? Good research and personal approach
• Key issues? Do you solve a ‘problem’ they have? e.g. staff engagement, brand image
• Major donors • Who? Inherited wealth; self-made • Where? Personal approach through
charity’s networks • Key issues? An investment decision
for the donor – is the organisation ready?
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BUILDING A FUNDRAISING PORTFOLIO • Trusts
• Who? Committees, professional grant making bodies
• Where? Good research and personal approach
• Key issues? Do you fit the criteria?
• Legacies • Who? Currently unknown to most
charities => we need to change that • Where? Integrated legacy campaigns • Key issues? Long term view – it takes
years to benefit.
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RESOURCE AUDIT What have you got? • People: staff numbers? skill set? • Channels: Which channels are
currently performing? Which not? • Volunteers: How many? How engaged? • Leadership: Supportive?
Understanding? Willing to do their part? • Money: are there funds for investment? • Programmes: are they accessible? Can
you bring donors? • Systems: do you have a decent
database? Do you have someone to use it?
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OVER TO YOU… What is available to you?
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BRINGING IT TOGETHER...THE MAGIC BIT Time to make some recommendations to your Board: • Your proposition • Your resources • The organisations strengths
IRISH RED CROSS • Very strong brand • No fundraising
volunteers • Board not willing to
get involved • No domestic
programmes to showcase
• Modest investment fund
Conclusion: • Invest in mass
market fundraising activities that maximise the value of the brand e.g. Committed giving, direct marketing, retail, legacies
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OVER TO YOU… Which areas of fundraising do you recommend your board invest in and why?
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PUTTING IT ALL TOGETHER Write it all down: • One paragraph summarising each
major section, plus recommendations, as your executive summary
• Ask a number of key people for feedback in advance
• Present to board with their blessing • Go fundraise!
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THANK YOU
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THE BUDGET What will it cost and how much will it make? • Keep it really simple • Have the detail in the background • Test the detail against other peoples
expertise: ask them • Borrow other fundraisers budgeting and
investment model spreadsheets
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WHAT NEXT? Supporter journeys for • Cash donors • Committed givers • Volunteer fundraisers
Stewardship plans in place for • Major donors • Corporate supporters • Legacy prospects
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