Afp Congress 2009 Slideshare

Vision to Reality:

Building your fundraising program from the ground upKimberley MacKenzie, CFREToronto Chapter Congress 2009

AFP Toronto Congress 2009 Kimberley MacKenzie, CFRE

Who am I?

@kimberleyCanada

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What about you?


Why are you here?

At the end of this session I want to know how to….


Essentials – Fundraising 101

Strategic Plan

Business Plan

Operational Capacity

Conservative Expenditures

Diversified Revenues Streams

Fundraising Plan


In this session

• MY 10 essentials for building a fundraising program

• How to make as much money as possible

• How to keep learning, growing and stay inspired


Essential #1


Donors want to know 3 things

What does your organization do?

Have you changed lives? How?

What will my money achieve?


Statement of work

Our interventions focus on providing

integrated education to disabled

children.



• The overall objective of our projects is to provide catalyst support in the backward districts and create an enabling environment to decentralize at the state level and strengthen endowment of the local government with sufficient autonomy and resources to respond to local needs.



Statement of work

We care for children in slums by providing education and skills for employment.



Exercise #1

What is your statement of work?


Essential #2


Tell a good story of change

A story about a person, a family or a community that has undergone positive change because of your organisation’s work.


How does your work make the world a better place?

A story of change


A good story of change

• Attracts

• Shows

• Holds attention


Vadivel dreams… of a pair of slippers and a school for his daughter

As long as he can remember, Vadivel has been working on his master’s fields for five rupees a day. When the crops fail, when cows enter his field and when the neighbour’s dog barks at night, his master gives him a sound thrashing. Vadivel has trained himself well to stand at an unpolluting distance, stay barefoot in the scorching sun, and not to enter into high caste-areas where dogs may enter but Dalits cannot.

‘I often dream… that I am wearing slippers and walking on the roads,’ he says. In a softer voice he continues, ‘I wish my daughter could go to school…’


Vadivel dreams… of a pair of slippers and a school for his daughter

At NESA, we work to secure a life with dignity for Dalit communities - we have freed thousands of men like Vadivel from bonded labour. But freeing them from discrimination is harder. It takes several visits, scores of conversations, building trust and changing attitudes. And that’s why we need your support.

So that Vadivel can go shopping - for a pair of slippers, and a school for his daughter.


Case For Support – matches donors needs

Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted.

Packaging is about adapting your needs to the interests and

ability of the donor to contribute.

Its not what your selling its what I’m buying that counts


Essential #3


A billion people don’t have access to clean water.

Here cows and children share the same source.

The cows go first.

@charitywater


20 wells

=

$100,000

Answer: Build 20 wells


Shift your perspective

Money is not the answer

The answer is building 20 wells

Money is a means to an end


Exercise

What will my money achieve?

How much?


Now you can start to ask for money


Essential #4


Exercise: Where does most money comes from?

Revenue Sources

1

23

4

1

2

3

4

Individuals

Foundations

Corporations

Bequests

AFP Toronto Congress 2009 Kimberley MacKenzie, CFRE Source: Giving USA 2009


75% Individuals

Spend 75% of your time focussing on where most of the money comes from.


Where will the money come from?

$100,000 = 20 wells

100 people x $1,000 = $100,000?


80% of $

20% of People

$ $ $ $$ $ $$ $ $$ $ $$ $ $$ $ $

$ $$ $ $$ $ $

$Thanks =mc


Public smaller gifts

many

acceleration

followership

Private major gifts

few

momentum

leadership

$ $ $ $$ $ $$ $ $

$ $ $$ $ $$ $ $

$

$ $ $$ $

$

$

$ $ $$ $ $$ $ $

$

$ $$ $

Thanks =mc


Private major gifts

few

momentum

leadership

$

$

$80 % of your energy to getting largest gifts first.

Thanks =mc


Talk to the right prospects first?

Thanks =mc


1. Devise

structure

2. Identify

leadership

(PiP)

3. PiP to

recruit

4. Agree action &

targets

5. Solicit

lead gift

6. Circulate

donor

lists

7. Allocate

solicitors

8. Chase &

record

9. Thank

Getting that 80%

Thanks =mc


Be concrete and simple with approach

Take fifteen seconds and write down as many things that are white as you can.


Part two

Take fifteen seconds and write down as many white things in your refrigerator as you can.


Because of the water shortages in Kenya, many women dig in sandy riverbeds for unsafe water.

Second is easier because it is more concrete – it helps to focus the brain.


80% of all diseases on the planet are water related.


Essential #5


Twitter ASK: $100k = 20 wells = 5,000 people with clean water in Ethiopia and 100% goes directly using charitywater.org


9 No’s

1. No, not for this

2. No, not you

3. No, not me

4. No, not unless

5. No, not in this way

6. No, not now

7. No, too much

8. No, too little

9. No, go away

Reference: B. Ross. http://www.influentialfundraiser.com/downloads

Only 1 means no – go away!

Find the yes in 8 of them


Essential #6


Demonstrate ImpactKids in India race through the town streets celebrating a new @charitywater water

tower.


People want to know they can make a difference


Thank you is okay but…


This thank you is better


Demonstrate Impact


Essential #7


The best spokesperson was dead.


Cost:$100K Result: $6 Million in donated ad space Viewed by: 80% of the UK population

• Bob Monkhouse video from SOFII


@Bob_Monkhouse

Tweeted on November 30, 2009

‘Swine flu, 98 UK deaths, total. Prostate cancer - 24 deaths daily. Swine flu funding - billions. Prostate funding - a joke. Not funny though’

Twitter bio:

• The twitterings of a dead comedian

• Location: 6ft under

• Time Zone: London

• Joined: Mon 15 Jun 2009 16:22


Essential #8


‘Talent imitates but genius steals’ TS Elliot

“Many things make the third sector - the not-for-profit sector - unique. Chief among our sector’s Unique Selling Propositions is our willingness to share what we learn. We freely share these details because we want to see our colleagues succeed.

Can you imagine a workshop where Pepsi outlines, in excruciating details, the results of a campaign so that Coke might benefit!”

- David Love,

Toronto Conservation Foundation


www.sofii.org

• Your secret weapon for ideas

• Over 750 pages of fundraising examples and resources

• Like a conference…but online whenever you need it.


Catholic Children’s Society was inspired


11 Pillars of Wisdom

Respect your donors, for they are wise, generous and kind. Never take them for granted –

they don’t have to do this.


Inspired by ActionAid success story


Thinking it would work for me…


Not a single flap came back

http://www.sofii.org/active%20site/Members%20area/PO150GPPorto.html


Essential #9


Just between us…

Fundraisers stretch the truth

a bit.

If you are truly innovative…some of your ideas won’t work!

Take risks…and be okay with the results

http://www.facebook.com/photo.php?op=1&view=global&subj=1148003837&pid=450526&id=595462532


We can learn as much from our mistakes and we can from our successes


Essentials - recap

1. Avoid Jargon

2. Tell a good story of change

3. Have clear goals

4. Go where the money is

5. ASK

6. Demonstrate impact

7. Dare to ask Why Not?

8. Steal stuff

9. Be okay with failure


Essential #10


People need us to be well.

Board of Directors

Donors Beneficiaries

Program staffYOU


We are agents of change


More than a job

Fundraising is more than a job. In the right hands, it is a powerful force for change and while that change is under way it should be an inspirational beacon of hope.

Fundraisers have good reason to be proud of their profession.

Ken Burnett


Thanks and credit too:

AFP Toronto Chapter

The Showcase of Fundraising Innovation and Inspiration

www.sofii.org

Ken Burnett

www.kenburnett.com

The Management Centre, UK

www.managementcentre.co.uk

Charity Water

www.charitywater.org/


Thank you for choosing this session

Kimberley MacKenzie, CFRE

P.O. 124

Minesing, Ontario, Canada

L0L 1Y0

Phone: 289-231-1339

Email: [email protected]

Twitter: @kimberleycanada

Blog: kimberleymackenzie.blogspot.com

Afp Congress 2009 Slideshare

Education

Transcript of Afp Congress 2009 Slideshare