FUNDRAISING FOR SMALL SHOPS
September 20, 2016
VANESSA CHASE LOCKSHIN
THE SMALL SHOP
SMALL SHOPS
• Philanthropic intent
• Aspects of the development cycle
• Accountability
• Need
WHAT’S SIMILAR
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SMALL SHOPS
• Resources
• Reliance on philanthropic giving
• “Insulation” from the rest of the
operations
• Generalist versus specialist
WHAT’S DIFFERENT
SMALL SHOPS
• Generate revenue
• Ensure the sustainability of the
fundraising program
• Fulfill reporting and legal
requirements
MUST DO ACTIVITIES
THE VALUE OF A PLAN
THE VALUE OF A PLAN
• Time management
• Scarcity mentality
• Prioritizing leverage
• The bigger picture
THE VALUE OF A PLAN
Fundraising is hard work.
Why make it harder?
YOUR FUNDRAISING PLAN
YOUR FUNDRAISING PLAN
• Evaluating current efforts
• Goal setting
• Key messages
• Action plans and timelines
YOUR FUNDRAISING PLAN
EVALUATION
Strengths
- Reached fundraising goal in
2013
- Retained fundraising staff
members for 3+ years
- Donor retention rate is 68%
Weaknesses
- Staff don’t have a good grasp
on the database
- Takes longer than 72 hours to
issue a thank you letter
Opportunities
- Media is covering the cause;
broader awareness
- Seeking new board members
who have good connections
Threats
- Competition for donor dollars
- Decreasing federal funding
YOUR FUNDRAISING PLAN
• Total amount fundraised
• Total gifts
• Average gift
• Mode gift
• Donor retention
EVALUATION
YOUR FUNDRAISING PLAN
• Rear view: how much did you raise
last year?
• Long range view: how much do you
want to be raising in 5 years?
GOALS
YOUR FUNDRAISING PLAN
GOALS
YOUR FUNDRAISING PLAN
GOALS
YOUR FUNDRAISING PLAN
• How much money do you want to raise?
• Why do you need that money? What will it be used for?
MESSAGE
YOUR FUNDRAISING PLAN
Example:
We are raising $25,000 to increase child literacy in
Oklahoma because literacy skills are vital to children’s
future success.
MESSAGE
YOUR FUNDRAISING PLAN
Direct mail
Events
Online giving
Grants
Corporate Giving
Major gifts
ACTION PLAN
YOUR FUNDRAISING PLAN
• What tactics did you use to raise money last year?
• Which ones worked well?
• Which ones should you no longer use?
ACTION PLAN
YOUR FUNDRAISING PLAN
Create an action plan for each of your tactics. What will
you be doing when?
ACTION PLAN
YOUR FUNDRAISING PLAN
Who is responsible for what?
Board members
Staff
Volunteers
Other?
ACTION PLAN
YOUR FUNDRAISING PLAN
• How much money are you raising? By when?
• Why do you need this money?
• What tactics will you use to raise the money?
• What are the timelines for your tactics
• What is your fundraising budget?
• Who is participating in fundraising?
ONE PAGE PLAN
YOUR FUNDRAISING PLAN
YOUR FUNDRAISING PLAN
Quarter Month Month Month
Q1 January February March
Q2 April- Springfundraising appeal
May June
Q3 July August September
Q4 October November December- Send out year end appeal
YOUR FUNDRAISING PLAN
Task Who Deadline Notes
Decided on message + CTA for letter
Sarah Oct 15
Draft letter Sarah Nov 1
Edit letter Whole team Nov 9
Put together mailing list
Sarah Nov 9
Finalize letter Sarah Nov 15
Print + stuff Whole team Dec 1
Mail letter Sarah Dec 2
YEAR END APPEAL
SUSTAINABILITY
SUSTAINABILITY
• Outlook or Google Calendar
• Trello, Asana, or Wunderlist
• Spreadsheet
• Your plan
USEFUL TOOLS
SUSTAINABILITY
• To the best of your ability,
make data driven decisions
• Look at what is working and do
more of that
• Prioritize what works
MEASURE YOUR SUCCESS
SUSTAINABILITY
• Amount raised each month
• Number of thank you calls
made
• Number of thank notes written
MEASURE YOUR SUCCESS
SUSTAINABILITY
• Evaluate monthly, quarterly, and annually
• Assess where you are at in relation to your
goal
MEASURE YOUR SUCCESS
SUSTAINABILITY
• Systematize as much as possible
• Weekly
- Acknowledgements
- Solicitation
• Monthly
- Planning
- Research
TIME MANAGEMENT
SUSTAINABILITY
• Quarterly
- Cultivation updates
- Pro D
• Annual
- Legal requirements
TIME MANAGEMENT
SUSTAINABILITY
• Solicitation – pick 2 methods
• Research – once per month
• Cultivation – touch base w/ donors once per month
• Acknowledgement – send receipt w/in 48 hours
• Planning – know your timelines and deadlines
• Reporting and legal – know your requirements and fulfill
them
MISSION CRITICAL
LET’S KEEP IN
TOUCH!
@vanessaechase
storytellingnp/
www.TheStorytellingNonprofit.com
VANESSA CHASE LOCKSHIN
September 20, 2016
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