Winning Campaigns Training Presentation- 2014 Baltimore
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Transcript of Winning Campaigns Training Presentation- 2014 Baltimore
BikeWalkAlliance.org
WELCOME!
BikeWalkAlliance.org
Thanks!
BikeWalkAlliance.org
Friday Schedule
5:30 Welcome and Introductions6:20 Choosing the Right Issue8:30 Adjourn and Networking
BikeWalkAlliance.org
Saturday Topics
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management Issue Definition
BikeWalkAlliance.org
Sunday Topics
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management Issue Definition
BikeWalkAlliance.org
What are the contributing factors of a successful campaign?• What are the benefits to an organization undertaking a
campaign?
4 M’s: Mission; Members; Money; Media
• What are some of the challenges of undertaking a campaign?
• What strategies have you used in the past to determine if you undertake a campaign?
BikeWalkAlliance.org
Model Campaigns• Statewide:
– Special Interest License Plates– Bike Questions in Driver’s Exam
• Local:– Safe Routes to Transit– Trails / Bike Lanes / Infrastructure– Increased / Improved Bike Parking
• State or local– Bike / Ped Plan– Anti-Harassment or inattentive driving legislation– Complete Streets legislation– Safe Passing– 20 MPH Neighborhood Zones– Dedicated funding (Bonds / Sales Tax etc.)
BikeWalkAlliance.org
Issue Selection1.Aligns with successful model campaigns2. Is winnable3.Results in real improvement in the
community, i.e. increases bicycling and walking and/or reduces crashes
4.Results in long-term improvement in the community
BikeWalkAlliance.org
5.Enlists the involvement of important groups of people
6.Fits organization’s mission and culture. Unites, and does not divide
7. Involves current members in a meaningful way
8.Will attract new members9.Many care about the issue, and at least a few
are very passionate about it
Issue Selection
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10. Builds your organization’s political power11. Leverages positive media attention and
promotion for your organization12. Has strong income potential
Issue Selection
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Choosing your issue:The best campaigners not only win, but build their organization and movement for bigger victories later.
Alliance Take Home Tip
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Saturday Schedule
8:30 Breakfast 9:00 Welcome 9:30 Element 1: Issue Definition 10:15 Element 2: Campaign Goals 11:15 Break
11:30 Element 3: Assessing Your Resources 12:15 Elements of a Good Meeting 12:45 Lunch & Roundtables 1:45 Biking/Walking Tours 3:45 Element 4: Strategy & Power Mapping 4:35 Break
4:45 Element 5: Communications 5:45 Peer Review 7:00 Group dinner & social time
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your
Resources
Resource Management Issue
Definition
BikeWalkAlliance.org
BikeWalkAlliance.org
Saturday Schedule
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your
Resources
Resource Management
Issue Definition
8:30 Breakfast 9:00 Welcome 9:30 Element 1: Issue Definition 10:15 Element 2: Campaign Goals 11:15 Break
11:30 Element 3: Assessing Your Resources 12:15 Elements of a Good Meeting 12:45 Lunch & Roundtables 1:45 Biking/Walking Tours 3:45 Element 4: Strategy & Power Mapping 4:35 Break
4:45 Element 5: Communications 5:45 Peer Review 7:00 Group dinner & social time
BikeWalkAlliance.org
Alliance History
First Thunderhead Retreat, July 1996
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Growth of the Alliance
BikeWalkAlliance.org
Alliance Member Organizations 1998
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Alliance Member Organizations 2014
BikeWalkAlliance.org
Alliance Retreats
2013 Leadership Retreat:September 5-8Bolivar, PA
1998 Santa Barbara, CA1998 Santa Barbara, CA
2012 Long Beach, CA2012 Long Beach, CA
2002 St Paul Minnesota2002 St Paul Minnesota
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Alliance Trainings
Open Streets Training: April 4-6, Los Angeles
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Alliance Resources
Report Release Date: April 16
www.OpenStreetsProject.org
Alliance Resource Library
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• Navigating MAP-21 Workshops
• Rapid Response Grants
• Funding resources, reports, webinars
• Technical assistancewww.AdvocacyAdvance.org
BikeWalkAlliance.org
Thank You for Your Work!
Check Out Our Publications & Resources
Alliance for Biking & Walkingwww.BikeWalkAlliance.org
202-449-9692
You are the Alliance!
BikeWalkAlliance.org
Element 1: Issue Definition
A clear definition of your campaign is critical to your success
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
ResourceManagement Issue
Definition
BikeWalkAlliance.org
1. Identify problem (e.g. ___ is unsafe): 2. Formulate solution (e.g. education, or ___ should
have bike lanes): 3. Illustrate how to implement solution (e.g. State
DOT should approve):
Element 1: Issue Definition
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Campaign ExampleLivableStreets Alliance
Issue Definition
1. BU Bridge is unsafe with speeding cars, no bike lanes, and poor pedestrian crossings and signal timing.
2. The public wants to be able to bike and walk across the bridge
3. MassDOT should approve new three lane configuration with bike lanes and improved crosswalks to create a better bridge with safe accommodations for people biking, walking, and driving.
Long-term win: MassDOT improve all bridges part of $3b program.
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Campaign ExampleLivableStreets Alliance
BikeWalkAlliance.org
Write a sentence or two defining your issue thatcan be recited in 20 seconds or less.
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Element 2: Campaign Goals
Winning campaigns have clear, measurable goals for your issue and your organization.
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
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Element 2: Campaign Goals
SMART GoalsSpecificMeasurableAchievableRealisticTime-specific
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Short-term Medium-term Long-term
0-3 months 3-12 months 6-18 months
“Solution” identified in
issue definition
Issue Goals
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Campaign ExampleLivableStreets Alliance
Issue Definition1. Boston’s Four Corner neighborhood lacks safe
places to walk and bike, and cars speed through. 2. Education is needed to raise awareness about
possibilities of the streets and empower local community in deciding how to redesign their neighborhood.
3. Boston planning department to prioritize funding to make improvements in Four Corners.
Win: Neighborhood wins city funding to improve local infrastructure projects.
BikeWalkAlliance.org
Short-term Medium-term Long-termOrganize walking tour with local community leaders (March 2014)
Attend Neighborhood Meetings to educate residents about the need for and benefits of active transportation projects (April 2014)
Conduct community workshop to identify needs (Spring 2014)
Develop conceptual drawings to make the case for funding safer transportation (May 2014)
Organize tactical urbanism weekend to temporarily make improvements to streets (Summer 2014)
Residents propose projects to fund (September 2014)
Local elected officials submit the top projects to the city for design and implementation (October 2014)
Develop citizen plan to ensure projects are funded and implemented smoothly (Nov 2014)
Issue GoalsLivableStreets Alliance
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Today After Campaign
Members
BudgetOther Goals (i.e. database volunteers, etc.)
Organization Goals
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Campaign ExampleActive Transportation Alliance
Issue Definition1. Some Chicago neighborhoods lack safe places to
walk and bike.2. Four Chicago wards will be given $1M in a pilot
project that will give residents more power in deciding how to spend local infrastructure funding.
3. ActiveTrans will work with neighborhood associations and community groups to identify priority bicycle and pedestrian safety projects.
Win: Neighborhoods control how money is spent on local infrastructure projects.
BikeWalkAlliance.org
Short-term Medium-term Long-term
Attend Neighborhood Assemblies to educate residents about the need for and benefits of active transportation projects (Oct. 2012)
Conduct a multi-community Better Blocks Workshop to identify projects (Nov. 2012)
Host a Transportation Proposal Session to develop ideas into full project proposals (Jan. 2013)
Develop crash maps to make the case for funding safer transportation (Feb. 2013)
Residents vote on which projects to fund (May 2013)
Alderman submit the top projects to the city for design and implementation (May 2013)
Develop citizen committees in ensure funded projects are implemented smoothly (June 2013)
Issue GoalsActive Transportation Alliance
BikeWalkAlliance.org
Campaign ExampleBike East Bay
Issue Definition1. The new federal transportation bill cuts funding needed
to complete the bicycle network in Alameda County.2. A successful local sales tax can provide the funding we
need to triple the number of people bicycling safely in Alameda County in the next 30 years.
3. Support Measure B1 this November to help us win $1 billion for bikes.
Goal: 4-fold increase in bike/ped funding that will build a network of safe and comfortable bikeways throughout the County.
BikeWalkAlliance.org
Before Campaign
After Campaign
MembersIndividual: 3,000Household: 2,500
Individual: 3,400Household: 4,000
Budget $334,000 $602,000Other Goals (i.e. database volunteers, etc.)
FTE: 3
Volunteer staff: 30 hours/week
FTE: 5.5
Volunteer staff: 40 hours/week
Organization GoalsBike East Bay
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Alliance Take Home Tip
Clear, measurable goals are essential to any successful campaign.
BikeWalkAlliance.org
Element 3: Assess Your Resources
Know your strengths and weaknesses; opportunities and threats Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
BikeWalkAlliance.org
Strengths (internal) Weaknesses (internal)
Opportunities (external) Threats (external)
Element 3: Assess Your Resources
BikeWalkAlliance.org
Campaign ExampleIdaho Pedestrian & Bicycle Coalition
Issue Definition1.There are many needed and unfunded bicycle and pedestrian projects in Idaho.2.The Idaho Transportation Department should fund these projects instead of transferring out of the federal Transportation Alternatives program. 3.Call or write your mayor and legislator to tell them not to transfer out of TAP and instead fund needed projects in your community.
Goal: Idaho DOT will fully fund the Transportation Alternatives Program to pay for biking and walking infrastructure throughout the state.
BikeWalkAlliance.org
Strengths (internal)•Grant money for the campaign•Board with statewide connections•National network of support
Weaknesses (internal)•0.5 FTE•New organization without a track record of state funding campaigns•Only 175 members
Opportunities (external)•Small communities wanted us to win and see local change •Years of unfunded and needed bicycle and pedestrian projects•Previously funded projects are very popular with local elected officials
Threats (external)•A strong car-centric mentality that permeates the ITD•MAP-21 gives opportunity to transfer out of Transportation Alternatives•History of not spending federal money on bike/ped projects
Assess Your Resources Idaho Pedestrian & Bicycle Coalition
BikeWalkAlliance.org
Alliance Take Home Tip
Identify your strengths, weaknesses, opportunities, and threats early on
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How to Run a Good Meeting
Logistical Basics• Have a good productive setting• Begin and end on time• Have all the materials on hand
– Test your AV equipment– Pens, paper, markers, clock, etc.– Snacks and drinks
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Tools for Good Facilitation• Be clear about your role and opinion• Assign responsibilities • Use techniques as necessary (see handout)• Guide group toward reaching decisions• Gently prod involvement, stifle dominance• Listen
How to Run a Good Meeting
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Agenda Basics• Work from easy to hard• Have all the elements including length
– Introductions– Role assignment– Review agenda– Announcements– Agenda items– Review tasks and decisions, set next meeting and
facilitator– Evaluation– Adjourn
How to Run a Good Meeting
Break for Lunch
See appendix in Page 17 of your workbook
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Element 4: Strategy & Power Mapping
Decide who has the power to make the change you seek Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
BikeWalkAlliance.org
Strategy & Power Mapping
Primary Targets(Decision-makers)
Specific people (name names) who have the power to make the change you seek.
Secondary Targets
People who have influence on the primary target(s).
Public AudiencesGroups or types of people who have influence on
secondary or primary targets.
BikeWalkAlliance.org
Campaign ExampleGeorgia Bikes!
Issue Definition
1.Streets in Georgia are not safe for all users.2.A statewide Complete Streets policy would ensure that all transportation projects are built to accommodate bicyclists, pedestrians and transit users, as well as drivers.3.GDOT's governing body, the State Transportation Board, should adopt a Complete Streets design policy.
Win: Transportation projects managed by the DOT will be built to accommodate all users, using the NACTO design guidelines.
BikeWalkAlliance.org
Campaign ExampleGeorgia Bikes!Power Map
•A Georgia Bikes! member knew the intern of a legislator who had sponsored a bill to make it illegal for cyclists to ride two abreast, which created an outcry expressing the need for a CS policy•The GDOT Chief Engineer mistakenly thought the state had a complete streets policy, and so wasn’t working to create a policy.•State legislature created a Complete Streets Study Committee to draft a policy, reviewed by advocates.•The State Transportation Board is GDOT’s governing body that votes on transportation policies.
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Power MappingGeorgia Complete Streets Campaign
Primary Targets(Decision-makers)
Member X on GDOT’s State Transportation Board
Secondary Targets
CS Study Committee membersGDOT Chief EngineerLegislator who proposed bill
Public AudiencesLegislators’ staffLocal bicycle and pedestrian advocates and org. membersTransit advocatesSafety Stakeholders
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Power Mapping: Helps you determine exactly where and how you should focus your strategy and outreach
Alliance Take Home Tip
BikeWalkAlliance.org
Element 5: Communications
Effective communication depends on the message as well as the medium
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
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Hook Connect to Audience
Problem Solution
What to do about it
Stair Speech
BikeWalkAlliance.org
• We say- – Investment in bicycling and walking means
more people bike and walk
• They think– So what?
• Better message– Bicycling helps create vibrant communities
where people want to live.
Messages
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• We say- – Investment in bicycling helps bike business
• They think– An ask for subsidies
• Better message– Bike friendly communities attract (all types
of) business (with examples of businesses that have benefitted)
Messages
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Messages
• We say– Fair share for safety
• They think– Entitlement– Money grab– Fair share of what?
• Better message– Safer streets– Cheap date; Return on Investment
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Messages
• We say– Bicycling and walking reduces congestion– Bicycling and walking reduces emissions
• They think– We are saying “one less car”– And they don’t believe it
• Better message– Transportation Options
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Slogan Your message in 10 words or less
Simple & Memorable
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Story Human element (e.g. values, hero, quest, hero’s tools, threat, villain, weapons) Solution or Opportunity for Actionhttps://www.youtube.com/watch?v=aaxuB1jIOYk
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Effective, consistent communication always has the same elements:
Hook Problem Solution What to do
about it
Alliance Take Home Tip
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Peer ReviewDivide into groups of three.1. Talker discusses campaign plan (2 minutes)2. Listener 1 offers feedback (2 minutes)3. Listener 2 offers feedback (2 minutes)4. All discuss campaign challenge (5 minutes)
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Peer ReviewReview #11. Talker discusses campaign plan (2 minutes)2. Listener 1 offers feedback (2 minutes)3. Listener 2 offers feedback (2 minutes)4. All discuss campaign challenge (5 minutes)
Time to change campaigners
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Peer ReviewReview #21. Talker discusses campaign plan (2 minutes)2. Listener 1 offers feedback (2 minutes)3. Listener 2 offers feedback (2 minutes)4. All discuss campaign challenge (5 minutes)
Time to change campaigners
BikeWalkAlliance.org
Peer ReviewReview #31. Talker discusses campaign plan (2 minutes)2. Listener 1 offers feedback (2 minutes)3. Listener 2 offers feedback (2 minutes)4. All discuss campaign challenge (5 minutes)
Time to change campaigners
BikeWalkAlliance.org
Sunday Schedule 8:30 Breakfast 9:00 Element 6: Tactics & Timelines
10:30 Break10:45 Element 7: Resource Management & Fundraising12:00 Peer Review & Completing your Campaign Blueprint 1:00 Complete Evaluations & Adjourn
Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
BikeWalkAlliance.org
BikeWalkAlliance.org
Sunday Schedule 8:30 Breakfast 9:00 Element 6: Tactics & Timelines
10:30 Break10:45 Element 7: Resource Management & Fundraising12:00 Peer Review & Completing your Campaign Blueprint 1:00 Complete Evaluations & Adjourn Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
BikeWalkAlliance.org
Element 6: Tactics & Timelines
Choosing your tactics comes toward the end of your campaign planning. Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
BikeWalkAlliance.org
An old bridge that was destined to be replaced.
BikeWalkAlliance.org
Bringing it all together…
Issue Definition:1. SCDOT decided to replace two aging bridges over the
Cooper River 2. Original design did not include accommodation of non-
motorized transportation3. New bridge should be one for the 21st century and include
accommodations for bicyclists and pedestrians
Goals:1. Unite a coalition of organizations and public supporters
around issue2. Get a bicycle and pedestrian lane included in bridge
design
BikeWalkAlliance.org
Strengths (internal)
•Engaged members and volunteers
Weaknesses (internal)
•No budget•No staff
Opportunities (external)
•Diverse allies
Threats (external)
•Status-quo engineers
Bringing it all together…Resources
BikeWalkAlliance.org
Bringing it all together…
Primary Targets(Decision-makers)
SCDOT Chief Engineer
Secondary Targets
Charleston mayor
Mt. Pleasant mayor
Public AudiencesHealth stakeholdersCharleston Bridge runnersEnvironmental supporters
Strategy - Powermapping
BikeWalkAlliance.org
Bringing it all together…Communication•Slogan: “Can’t Wait to Bike the New Bridge!”•Showed up at 75 meetings over a couple years to speak out•Message: Of course the bridge will accommodate bikes…Thank you!
Tactics:•Print and distribute thousands of postcards, bumper stickers, t-shirts•Drown mayors in postcards in support - postcards in 30K bags to runners at famous Cooper River Bridge Run. •Take out ads in newspapers thanking SCDOT for accommodating bikes before they had actually agreed to•Earth Force kids spoke out at public meetings, drew media attention, even won advocacy award and went to DC drawing more media
BikeWalkAlliance.org
BikeWalkAlliance.org
Success!
The Arthur Ravenel Jr. Bridge
Ravenel Bridge includes Wonders Way Path!
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Tactics Criteria
1. Achieves Campaign Goals2. Will strengthen and unite, not divide or
alienate your own “troops”3. Addresses a target (primary or secondary)4. Fun, not too daunting5. Achievable and realistic (time, money, etc.)6. Bonus: surprising to our opponents
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Media Tactics
WHAT vs. WHY
Don’t just tell your plight, offer up your vision – a better story
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Traditional Media• Events• Press conference• Features• Interviews• Letters to the editor• Meeting with editorial
board• Announcements (PSAs)
Social Media• Website• Facebook• Twitter• Blogging• Google Groups
Decide Your Media Strategy
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1. Be the expert (you are!)2. Stay on message3. Think pictures4. Develop relationships5. Build media database6. Make follow-up calls7. Involve members8. Decide strategy9. Make it newsworthy…
Using the Media
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• Conflict• Celebrity• An uncovered injustice• An ironic account• A local interest• A milestone
• A human interest story• Seasonal story• A breakthrough!• Comparisons/Rankings• Flood with Social Media• Strong or amazing
photo opportunity
Making it Newsworthy
BikeWalkAlliance.org
Match your strategy and tactic to your target audience.Analyze the right tactics for achieving your goal before brainstorming a “To Do” list.
Alliance Take Home Tip
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Element 7: Resources
All campaigns require and canacquire money. Communications
Tactics & Timelines
Strategy
Campaign Goals
Assess Your Resources
Resource Management
Issue Definition
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Resource Management
• Every effort imposes COSTS
• BUT every effort can also garner INCOME
• It’s always easier to raise money in support of a campaign
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Campaign Budget - Expenses
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Campaign Budget - Income
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Campaign BudgetExpenses = XIncome = Y *Cash on hand = ZFUNDRAISING NEED = Q
Amount to Raise (Q) = X – Y – Z* Income also likely requires fundraising work
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It’s always easiest to raise money in the midst of a campaign than before or after.
Alliance Take Home Tip
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What is Fundraising?
Finding and creating positive relationships with people appropriate for your organization.
Good resource development is closely coordinated with an organization’s strategic plan and campaign goals.
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Your job as a fundraiser is to ask… If you don’t ask, you’re not doing your job.
It is the job of the person you ask to decide.
Fundraising
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Six Fundraising Fundamentals
1. People give to people, not organizations (relationships!)2. Opportunity for the donor to make an investment3. Clearly demonstrate your case 4. Good resource development requires good information – Listen to your prospect!5. Follow-through and accountability are critical6. Resource development is an ongoing process
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5. Stewardship 3. Cultivation
2. Prospecting
4. Solicitation
1. Case Statement
The Fundraising Process
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The Ask
• Be poised, enthusiastic and confident• Look your prospect in the eye and in a clear, bold voice say “Can you help us with a $1,000 contribution?” • Keep looking at the prospect• Be quiet, wait, & listen
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• They say yes• They want a proposal• They resist• They object to amount• They say they’ve already given to
umbrella fund• They’re interested in other areas• They don’t see the link to their interests
After the Ask
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Effective, consistent communication always has the same elements:
Hook Problem Solution What to do
about it
Remember
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#1 Tip for Getting Money:
Ask for It
Alliance Take Home Tip
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Complete Your Blueprint• Fill out all of the sections•Add an e-mail and phone number for “Leader” • Also, in “Leader” section, put the names of everyone who helped create the Blueprint
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Campaign Planning Blueprint
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BikeWalkAlliance.org
Winning Campaigns Sponsors
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Thanks!
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Important Dates• April 16: Release of the
Benchmarking Report• September 5-8:
Leadership Retreat, Pittsburgh
Mutual Aid Calls• April 23: Integrating
Walking & Rolling into Bike Advocacy
• May 28: Walk Audits to Boost Safety and Promote Health
Sign up to receive a weekly digest email at bit.ly/MutualAidCalls
Upcoming Trainings & Events
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Thank You for Your Participation!Jackie [email protected] [email protected] Lauran [email protected]