Talk on the basics of the science of fundraising, aimed at people from organizations who've never done it.

1. Fundraising 101
Professor Josh Berkus
CLS 2013
3 Credits Pass/Fail

2. who is this guy?
● PostgreSQL project
● Software in the Public
Interest
● multiple Conference
Committees

3. who is this guy?
● 3yrs San Francisco Opera
Development
– $600,000 raised per year
– Development Executives Roundtable

4. 3 Lessons

5. 1. Fundraising
is a
science.

6. 2. Fundraising
is the same
for all organizations.

7. 3. All fundraising
is sales.

8. 3 Types of Giving
1. Individual
2. Corporate
3. Grants

9. 3 Questions

10. 1. Who are they?

11. 2. What do they want
from your organization?

12. 3. How do you
reach them?

13. Individuals

14. Who
● people who believe in your
mission
● often already supporters
● also the general public
– depending on your mission

15. Who
● Figure out who your supporters are
– where do they hang out?
– how do they communicate?
– why do they support your organization?

16. What
● to feel good about your
organization
● to feel good about your mission

17. what about “stuff”?
Benefits Users
Just Send
Checks

18. How
1. Passive solicitation
– cheap
– easy
– low-yield

19. How
2. Active solicitation
– paper mail campaign
– email campaign
– web campaign

20. Active Solicitation
● (e)mail campaign
– get money from current or former donors
● direct (e)mail campaign
– find new donors (and maybe money)
● special appeal
– get extra money from existing supporters
for specific one-time goals

22. How
3. Merchandising
– works for awareness,
not so much for money
– also issues for 501(c)3s
4. Events
– meet donors
– lose money (on individuals)

23. Individual Giving Tips
● always send a thank you
– even for $1
● send out renewals
– 50-80% will renew
● surprisingly recession-resistant

24. Corporate
Sponsorship

25. Who
● Companies who:
– are local for you
– sell to/recruit your donors/clientele
– have an image which coincides with your
mission

26. What
Marketing
(sometimes HR)

27. How
● Branding
– put their name on “something good”
● Events
– companies love event sponsorships
– especially if their staff get to go

28. How
● Branding
– put their name on “something good”
● Events
– companies love event sponsorships
– especially if their staff get to go

29. How
1. Get an introduction
2. Write a formal ask
– emphasize marketing value
– use numbers!
3. Follow up with publicity
4. Check that they're satisfied

30. Corporate Sponsor Tips
● Corporate sponsors often
lead to/come from
individual donors
– can also provide board members etc.
– and a good source of volunteer staff
● Don't let the co-opt you!

31. Grants

32. Who
● Foundations
● Corporate Grant Departments
… who fund stuff in your
mission area

33. What
They want you to help fulfill
their mission

34. How
1. Get a grant writer (really)
2. Research what's available
3. Fill out a lot of paperwork
4. Get the grant
5. Do reports on the grant progress
6. Renew (hopefully)

35. Now, go out and
raise some money!

36. Questions?
● Josh Berkus
– PostgreSQL Experts Inc.
– josh@postgresql.org
● more foundations stuff:
– Foundations 101 on Tuesday 9am at
OSCON
– Host Foundations 2:30pm Wednesday
Copyright 2013 Josh Berkus.
Licensed Creative Commons Attribution 3.0.