Fundraising Nuts, Bolts, and Pitfalls Advancing the science of anesthesia through education and...

FundraisingNuts, Bolts, and Pitfalls

Advancing the science of anesthesia through education and research

John T. “Jack” Hitchens, CRNA, BALuanne Irvin, MS

Sources of Charitable Giving National Philanthropic Trust at www.nptrust.org

In 2011, charitable donations: • Individuals

($217.79 billion - 73% of total giving)

• Foundations ($41.67 billion - 14%)

• Bequests ($24.41 billion - 8%)

• Corporations ($14.55 billion - 5%)


Giving

IndividualsFoundationsBequestsCorporations

AANA FoundationSources of FY12 Charitable Giving

• Individuals – Total $650,124 – 78.8%

Active Members – $508,709 – 61.7%

Students – $9,775 – 1.2%

Retired – $100,763 – 12.2%

Non Members – $30,877 – 3.7%• State Associations

$62,775 – 7.6%• Corporations

$100,956 – 12.3%• Bequests

$10,000 – 1.2%

Total FY12 Giving - $823,852


Giving

Individuals

State Asso-ciations

Corporations

Bequests

Individual and Family Philanthropy National Philanthropic Trust at www.nptrust.org

• 65% of households give to charity• The average annual household contribution is

$2,213 while the mean is $870• 98% of high net worth households give to

charity• 81% of high net worth donors cite “giving

back to the community” as a chief motivation


Renewal (Donors) vs.Acquisition (Prospects)

• Donors – two types:

Current – gave to the Foundation already in FY13 or in FY12.

Lapsed – gave to the Foundation in the past, but not in FY12 or not yet in FY13.

• Prospects – everyone else.• AANA has approximately 45,000 members and Foundation donor

database includes approximately 8,000 records of those who have given within the last 5 years (18% of membership).

• Why is this important??

The majority of an organization’s fundraising income comes from the donor base.

When implementing fundraising efforts it will often cost money to get new donors (to convert prospects to donors). Prospect efforts operating at break even are considered successful.


AANA FoundationAnnual Planning

• Fiscal Year runs from September 1 – August 31• Currently in Fiscal Year 2013• Income and expense budget is developed and

approved by the AANA Foundation BOT prior to the new fiscal year

• Fundraising Plan, strategies and tactics are developed prior to the start of a new fiscal year based on the prior years results – although they can be adjusted as needed.


AANA FoundationFundraising Solicitations

• Membership Dues Insert• Direct Mail• Electronic Communications• Telemarketing• Face-to-Face and One-on-One Opportunities• Special Events• Website


Membership Dues Solicitation


Direct Mail• General Mailing – October

Mails to current and lapsed donors (approximately 8,000 over the last five years)

Did not mail the top telemarketing donors this year – should give more via telemarketing.

• No Call Mailing – February Mails to past “no call” donors and telemarketing “send letter”.

• Lapsed Donor Mailing – July Mails to those individuals who have given in the past but have not yet

given in the current fiscal year.

• Pioneer Mailing – July Mails to AANA Foundation “Pioneers” with breakfast invitation to Annual

Meeting Reception.


Electronic Outreach• Personal Emails • GoldMails

Student Outreach – Dollar$ for Scholars Thanksgiving Greetings Holiday Greetings Event Invitations

• NewsBulletin articles• Surveys

All include link to website donation pageAdvancing the science of anesthesia through education and research

Telemarketing

• Outside Vendor – DirectLine Technologies, Inc.• Calls made November – January• FY12 List includes past donors plus the following

prospect groups: recent CRNA graduates those who have benefited Foundation programs prospects group of CRNAs age 50-55


Face-to-Face and One–on-One

Annual and State Meetings• Booth Discussions• Group Presentations

Individuals Meetings• Stewardship, Information and Solicitation• Major Donor/Major Gift Solicitation• Friends for Life Discussions and Solicitation


Special EventsFundraisers and “Friend”raisers

Fiscal Year 2012

15th Annual Golf Tournament at the Presidio• ticket price, 50/50 raffle, Mulligans, string, casino hole

California Hornblower Dinner Dance Cruise on San Francisco Bay

• ticket price, silent auction

Awards and Recognition Dinner• silent auction


Special EventsFundraisers and “Friend”raisers

Fiscal Year 2013

Vegas – The Stars Come Out at Night• Celebrity host• CRNA and student talent competition• One dollar per vote• DJ, dancing, dinner, drinks

Preceded by Awards and Recognition Event


WebsiteStrategy:• Make people aware of the importance of the Foundation.• Encourage financial support.• Keep people connected to the Foundation.

Tactics:• Links to website in all outgoing electronic materials and web

address listed in all printed materials.• Website includes all pertinent Foundation information –

program deadlines and opportunities, events, updates, reports,

• Donate Now button• Recognition for awards winners, donors, volunteers, others


Cultivation• Annual Report Mailing – September/October

Mails to top 300 donors along with post-it note identification and thank you

• Annual Report GoldMail Message – Sept/October Message to Members – thanks for FY12, support in FY13

• State Advocate Thank You Outreach – Oct/Nov FY12 thank you email, note or letter to state donors

• Thanksgiving GoldMail Message – November Message to Members – Happy Thanksgiving, support the Foundation

• Board of Trustee Thank You Calls – February Mails to past “no call” donors and telemarketing “send letter”.

• GoldMail Event Invitaton – May Message to Members


How You Can Help…State Meeting Booths

Strategy:• Make people aware of the importance of the Foundation.• Encourage financial support.• Keep people connected to the Foundation.

Tactics:• Set up Booth where individuals can stop by to learn more –

program deadlines and opportunities, events, updates, reports.

• Make a presentation to attendees using the Foundation slides.• Have a process to accept donations – envelopes, onsite

access to Foundation website and donation page, etc.• Host a fundraiser such as a silent auction or raffle.• Thank and/or recognize awards winners, program recipients,

donors, volunteers.Advancing the science of anesthesia through education and research

Cost Per Dollar RaisedExpense of Activity/Net Revenue

• Membership Dues

Expense approximately $1,200 for 43,000 dues inserts.

Raised $99,500 in FY12.

$1,200 expense / $99,500 revenue = $.01 CPDR

• Direct MailExpense approximately $628/M (per thousand) to print materials, laser, fold, insert, seal, sort, mail and add postage.

17,800 mailed for a total cost of approximately $11,200


$11,200 expense / $112,000 revenue = $.10 CPDR

Donor mail to 14,800 ($9,300) raised $111,500 = $.08 CDRP

Prospect mail to 3,000 ($1,900) raised $500 = $3.80 CDRP


Cost Per Dollar Raised (cont.)Expense of Activity/Net Revenue

• Telemarketing

Expense $32,000 for 10,000 records - $3,200/M


Expense of $32,000/$155,000 revenue = $.21 CPDR

Donor calls to 7,000 ($22,400) raised $149,000 = $.15 CPDR

Prospects calls to 3,000 ($9,600) raised $6,500 = $1.48 CPDR

• Face-to-Face (Foundation Booth at Meetings)Expense $10,000 (travel expenses for Foundation staff to man booth at Annual Meeting and Assemblies). Revenue $20,000 in Annual Giving dollars alone – does not include “Other Giving” such as scholarship support, event donations, Friends for Life.



Cost Per Dollar Raised (cont.)Expense of Activity/Net Revenue

• Special Events

California Hornblower Dinner Dance Cruise

Expenses $20,000 for 200 guests. Raised $40,000.


15th Annual Golf Tournament

Expenses

• Website


Pitfalls

• Events that take up too much time for too little profit.• Unreasonable cost per dollar raised.• Other…


Opportunities


Call (847) 655-1170

or visit our website at

www.aanafoundation.com

Thank you!


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