This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.

1. Fundraising
beyond
Special Events

2. Session at a Glance
• Special Events (pros and cons)
• Reasons Individuals Give
• The Multi-Channel Approach
• Direct Mail, Email, Online and Personal Asking
• Solicitation Planning
• Donor Stewardship

3. Special Events Can:
• Inform individuals about your cause and organization
• Motivate Individuals to Give
• Motivate Existing Donors to Give More
• Celebrate Donors
• Recognize Donors

4. Challenge with
Special Events
“Too much work.”
“Not enough money raised related to the effort.”
Average nonprofit spends $.71-$1.33 to raise $1.00
“The right people are not in the room. “
No follow-up/acquisition mechanism.
Guests/donors get weary with the same auction
items and programming year after year.

5. Reasons Individuals Give
Personal ask by someone they know or trust
Emotionally moved by a story
Personal Passion for the cause or issue
First hand relationship with the organization
Tradition
Tax deduction
A gift will make a difference

6. What is a Multi-Channel Approach?
A coordinated fund solicitation during a specific timeframe that involves multiple tactics
to raise support. The multi-channel approach is intended to maximize reaction from the donor and
constituency base.
The Multi-
Channel
Mail
Approach

7. Direct Mail – Is First
The primary objectives of an annual fund should be the following:
• To solicit and secure a new gift, repeat the gift, and upgrade the gift
• To build and develop a base of donors
• To establish habits and patterns of giving by regular solicitation
• To raise annual unrestricted and restricted money
• To inform, involve, and bond the constituency to the organization
• Create a Call to Action

8. Key Components of a
Successful Direct Mail:
• Personalized communication
• Make your letter visual
• Share a story of how you are
making a difference
• Make a compelling case for
support
• Provide specific amounts for
how dollars can make a
difference
• Indicate where individuals
can get more information
• Include a remit envelope

9. Email/Online Fundraising:
• Make sure you are acquiring emails (website, events)
• Email Supplements Direct Mail
• Personalize email communication especially fundraising appeals
• Analyze the response/interest with analytics (clickable links)
• Segment your email donation list
• Provide opportunities for individuals to engage “offline”
• Make sure you are set-up to accept gifts online

10. Key Components of a
Successful Donation Landing
pages:
• Have a DONATE link from
your homepage
• Provide specific amounts for
how dollars can make a
difference
• Have a transaction page with
major credit cards accepted
• Create one-time and monthly
giving opportunities

11. PERSONAL
SOLICITATION
• Personal solicitation is best
• People give to people
• People give to causes not institutions
• Bring your mission to life
• Do your homework: Understand
linkages and connections
• Begin where the donor is
• Engage in a conversation
• Be compelling
• Communicate how dollars make a
difference

13. ASK Amounts
$10 Mobile & Social Media
$20-$25 New Donors (house list)
Previous Lapsed donors (12+ months)
gift amount Source: Giving USA
Previous Existing donors
gift amount +

14. Planning
Messaging
Fundraising

15. Solicitation
Planning
• Be proactive, intentional and strategic
• Planning allows you to be thoughtful and focus on
the positive opposed to crisis communications

16. Planning: What gets communicated and how its communicated
Donors Lapsed Donors Volunteers General
Personal
Solicitation
Email
1st
Quarter
January -
March Direct Mail
Online
Other non-
fundraising
communication
Segment communication by type and by audience

17. Donor Stewardship
Maintaining a Relationship
1 Send acknowledgment and thank
you notes
2 Avoid gifts of appreciation
3 Provide periodic personalized
organization updates
Stay in Touch 4 Extend a personal invitation to get
involved beyond giving
5 Be proactive when something
doesn’t go as planned

18. Fundraising
• Be multi-channel
Key Points • Intentional plan your fundraising
solicitations (who, what, when)
• Make a compelling case for why
individuals should give
• Offer opportunities for how dollars
make a difference at various giving
levels
• Don’t ignore the donor after they
give a gift
• Create systems to make giving to
your organization a habit

19. Questions?
Joanna Nixon, Strategy Consultant
jnixon@achieveguidance.com
www.achieveguidance.com
317.637.3000