Introduction to fundraising planning (focus on recruiting individual donors)

Small Charities Coalition

Wednesday 9th February 2011 – Peterborough

Panikos Efthimiou

Charities Training Manager - CAF

Potential sources of income

Trusts/Foundations – capital and revenue Statutory – government, local authorities Companies – cash, sponsorship, in-kind, volunteering etc Events – cash, sponsorship Lottery – capital and revenue (can be restricted) Trading – shops, products, services Contracts - service level agreements etc Extras – matched giving Also - social investment, loan finance, bonds

and INDIVIDUALS – a whole range of possibilities (focus for today)

No clear case for support – no fundraising plan!

Need – why is your charity needed?

Mission - what do you do to meet the need?

Communication - how do you say it?

Profile - how well do people know you?

Credibility - do you have a history of achievement?

Selling - how well do you sell yourselves?

Results - how do you demonstrate impact?

Unique – what would happen if you didn’t exist?

A fundraising planning paper should include….

overall plan – how to fund your need your current position – starting point, strengths and

weaknesses, any past fundraising experience future fundraising needs proposed new sources of income – what you have

relied on up until now and how you can diversify suggested methods to meet fundraising targets resources and actions required…

and then make a decision to get on with it!

Some difficult but necessary questions

does your cause have a target supporter market?

do you produce outcomes (results) that donors (existing and new) can easily understand?

can you afford to spend money to attract donors?

are your trustees and other key figures committed to fundraising in all its guises – have you asked them for a donation?

Very small International Aid charity

…started from scratch by two passionate individuals volunteering during their Gap Year in Africa

asked family and friends to become their first donors and then spread the word

managed to secure over 65 one-off donations…and counting

now converting these into regular gifts, mainly standing orders or payroll giving

will use their payroll donors to open doors into companies

What is the difference you make?

“Money flows to those who demonstrate

impact, to those who don’t just show that

a need exists, but who also highlight how

they are helping to alleviate it”

Use the power of your service users/cause

personal stories and comments are much more effective than a corporate voice

encourage supporters to engage with others by showing what they’ve done, can do, want to do e.g. stories in fundraising literature, on websites, short presentations at events

Individual giving - options

one off donations – (cash, cheque, credit and debit cards, shares, legacies)

regular giving standing orders Direct Debit covenants payroll giving credit and debit cards

Volunteers Contented Clients

Donors Magazine Inserts

Press/AdvertsVisitorsBoard/Committee Friends

Donor Development PyramidDonor Development Pyramid

Legacy

Regular Big Gifts

One-off Big Gift

Committed Giving

Second Donation

One-off Donation

Methods of recruitment

direct mail (paper and electronic)

face to face – door to door, workplace, street, events

telephone

online

Fundraising online

have a “donate, give now, help us, how to help, get involved, take action….” button on your pages – (test effectiveness of different options)

make it easy – 2 clicks to giving page have an up to date news page about what your

organisation is doing ensure navigation is clear and simple encourage reader to get involved in other ways

http://www.refugeecouncil.org.uk/supportourwork/donate/donate.htm

Make an ask that connects…

make a blind person see for just £12

£10 will help provide a counselling session

£8 will provide textbooks for an offender undertaking life skills training

£20 can help us find a home for an unwanted animal

…and yes you have asks too!

Donor nurturing

thank donors quickly how you will communicate with donors?

what information would they like to receive? how would they like to receive it?

other ways to get involved e.g.. volunteering events

upgrades – when & how? why not raise awareness of leaving a legacy?

Looking after hard earned income

Just as an organisation needs a fundraising

strategy, an organisation also needs a financial

strategy, to ensure that it manages its funds in the

most efficient manner

Grant making trusts and foundations

about 9,000 in the UK

what are they interested in funding? Areas of interest, geographical, one-offs or repeats, revenue or

capital etc how to apply – understand the process

Deadlines! Trustee meetings, application format, additional documents, be creative and DON’T use same application many times!

Try and speak to them before submitting application – could savetime and effort!

Trusts and foundations – further help

Directory of Social Change Guide (s) to Major Trusts Directory of Grant-Making Trusts Specialist Grants Directories Local Trusts Guide

www.dsc.org.uk020 7391 4800 (London)

0151 708 0117 (Liverpool)

www.grantnet.com www.funderfinder.org.uk www.grantfinder.co.uk

Company giving

Sponsorship Advertising Gifts in Kind Grants from Charitable Trusts Volunteers Secondments Cash Matched giving

Company Giving – further help

Directory of Social Change

Major Companies Guide Guide to Company Giving

www.dsc.org.uk020 7391 4800 (London)0151 708 0117 (Liverpool)

Also lots of information on individual company websites– usually under CSR (corporate social responsibility)and/or CCI (corporate community investment)

Other useful sites

www.fundingcentral.org.uk

www.ncvo-vol.org.uk/sfp (sustainable funding project)

www.how2fundraise.org

www.do-it.org.uk

www.volunteering.org.uk

www.fit4funding.org.uk

Other useful contacts

Institute of Fundraising www.institute-of-fundraising.org.uk020 7840 1000

Her Majesty’s Revenue & Customs www.hmrc.gov.uk/charities 0845 302 0203

CAF Charity Services www.cafonline.org/charityadmin01732 520 316

Speak to me

Panikos Efthimiou pefthimiou@cafonline.org

07720 405702

www.cafonline.org

03000 123 000 – head office