Fundraising for Boards

Fundraising Trends & ToolsAnn Rosenfield, MBA, CFRE

Session overview

Learning Outcomes• Learn about the changing landscape, risks, and realities of fundraising

for charities in Canada • Learn about the Canadian donor public’s interests• Matching strategies to your charity• Questions and answers throughout, please

(c) Ann Rosenfield MBA, CFRE 2015


The Fundraising Landscape

Health Local Social Service Children's Charities Place of Worship Arts0

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Canadian Donation Preferences

primary secondary total


Who’s your audience?


Who gives?


Who’s your audience?


Culture of Philanthropy >Fundraising


Qualities of a high performing fundraising charity


What do you need?

• A clear, achievable 3-5 fundraising plan

• A plan for educating and engaging the Board and the Executive Director in Fundraising

• Donor database• Sufficient internal capacity

Key Fundraising Assumptions

• Focus on individuals• Linkage, ability, interest• Cultivation/ask cycle• Cycle time for major gifts• Pledged giving• Case for support


Key Fundraising AssumptionsFocus on individuals


Key Fundraising AssumptionsFocus on individuals

72%

15%

7%6%

% Donation by Source

IndividualsFoundationsBequestsCorporations

(c) Ann Rosenfield MBA, CFRE 2015undations

Key Fundraising Assumptions• Linkage – Connection to Charity or a person associated

with Charity• Affluence – Ability to make a significant gift• Interest – Interest in the work of Charity


WoodGreen Foundation

Key Fundraising Assumptions

identify

qualify

Ask

Thankcultivate

Steward

Cultivation/Ask cycle (c) Ann Rosenfield MBA, CFRE 2015

Cycle time for major gifts

Cycle time for major gifts

23 months from identification to ask


fill in your charity here

Industry Research0

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IdentifiedQualifiedCultivatedAskYes

Ratio of prospect: ask (2-5 year timeframe)

# of donors

Major gift ratios

Key Concepts - Focus on Pledges

Princess Margaret went from $18MM year to $30MM a year by moving to pledged giving

Case for support

Compelling reasons why to support CharityAnswers the “So What” questionCommunicates degree of urgencySpecific opportunities to fund



Which event is likely to people who convert to donors?

WoodGreen Foundation

Sources for Names in addition to brainstorming

Sources of individual names

Bequesters Intermediate GiftsMajor Gifts

(gifts in will) ($1000-9999 range) ($10,000+)

Mostly mail, monthly, Includes some monthlyvolunteers

Annual giving (eMail, mail), Volunteers

Research,analytics


What do you need?• A clear, achievable 3-5 fundraising plan• A plan for educating and engaging the

Board and the Executive Director in Fundraising

• Donor database• Sufficient internal capacityHere’s help• Fundraising education (including

bursaries) are available from the Association of Fundraising Professionals (AFP), Greater Toronto Chapter

• http://www.afptoronto.org/


100% Board Giving


Appendices


“Executive Directors As with all aspects of organizational culture, executive directors have to commit deeply to inspiring and aligning their staffs and boards around a culture of philanthropy. This begins with their own beliefs and behaviors about cultivating and stewarding donors. It includes prioritizing and investing in fundraising capacity. It includes having a passion for asking for money for their organizations and movements. It includes ensuring a strong partnership with their development directors. And it includes partnering with their board chairs to engage the full board in ambassadorship and donor cultivation. It’s impossible to build a strong culture without an executive director; she or he has to be an instigator, a champion, and a role model to bring fundraising into the heart of the organization and keep it there.” Underdeveloped: A national study of challenges facing nonprofit fundraising


The Anthony Keating3 calls a day approach

Fundraising for Boards

Government & Nonprofit

Transcript of Fundraising for Boards