Fundraising 101

prepared for

Sustainable Sanctuary Coalition

by Richard M. Potter

Hierarchy of Giving in USA

Foundations: about 10%

Corporations: about 10%

Bequests: about 5%

Individuals: about 75%

We should ask Bill & Melinda!

Hierarchy of Solicitation

80/20 rule applies

80% of dollars come from 20% of donors

The

Donor

Pyramid

Hierarchy of Solicitation

Resist the “average” fundraising approach

“If we could just get 125 people to give $100, we’d reach our goal!”

Think long term, not just to end of year

Identify the prospect pool

Churches (& individuals)

Corporations & Foundations (& individuals)

Individuals

Who else to they know?

Never presume omniscience!

Determine “ask” level

Hint: this is always easier if you first decide how much

YOU will give!

Housekeeping

Who will manage your Master Database?

Establish post-solicitation procedures

Tracking pledges & reminders

Where to send checks?

Thank you letters (acknowledgments)

Remember to think long term.

Making the Appointment

Reserve time to make calls

Determine how many calls you will make

Clear your desk

Have supplies ready

The Goal

Make the appointment

Don’t try to close the deal

Be brief and to the point

The Phone Call

Identify yourself and Sustainable Sanctuary Coalition

Explain 2 for 1 match & deadline

Why is this important?

The Phone Call

“Would you be available to meet for coffee this week, or would next week be better?”

Open-ended, directive questions

Determine date, time, location

Record details to take with you

Making the Ask

Be prepared

Determine how much you will give

It’s always easier to ask someone else to give to a cause that you already support.

Making the Ask

Be prepared

Know your case for support

People want to know the projected outcome. How will the world be a better

place if I give to this project?

Making the Ask

Be prepared

Communicate a sense of urgency

Every dollar we raise by 11/30 will be matched 2 for 1 up to $25,000, for a total

of $37,500. This will fund our entire program for the 2011 calendar year.

Making the Ask

Be prepared

Ask for a specific amount

Would you consider a gift

in the range of $1000?

Making the Ask

Wait for a response

Take a sip of your beverage

Learn to love the awkward silence

Give them time to consider the request

Making the Ask

Deferred decision

Leave a pledge card

Should I get back with you next week,

or would the following week be better?

Making the Ask

If you get a “yes”

Say “Thank you!”

Complete pledge form

Ask if they want to write the check now

Offer to send a reminder

Say “Thanks again!”

Making the Ask

If you get a “no”

“Thank you for your time.”

Remember, “No” does not mean “No, never”

(Think long term)

Offer to provide future communications

Say “Thanks again!”

After the appointment

Record notes for follow up

Follow established procedures for checks, pledges, and reminders

Don’t hesitate to ask for help!

Richard M. Potter writing & communications

3630 N Walnut St, Kansas City MO 64116

phone (816) 456-5312

email richard@richardmpotter.com