Number One: Build your Case:
- How will you change lives/save lives?
- How much do you hope to raise?
Building a Case Why should donors give? Because…
- Donors believe in your mission
- Donors want to change lives/save lives
- Donors want to be part of something successful
- Donors are asked by someone they know/trust
- Not because you “need money”
How much do you hope to raise?
- Based on last year’s results
- Based on analysis of this year’s potential
- Incremental growth? Or leap strategy?
- Not based on the “budget gap”
Build your Case for Support: Build a Case for Your Organization
The top five reasons to give to your organization…
1 2 3 4 5
How much will you seek to raise?: $______________
From where did last year’s gifts come?
Small Gifts Big Gifts
Where are your donors?
Major gifts from individuals; corporate and foundation grants
Small Gifts= High Tech (Renewals and contributions via mail, phone, web)
Small Gifts= High Touch (Donor acquisition e.g. special events)
Big Gifts= High Tech (??)
Big Gifts= High Touch (Major gifts from individuals; corporate and foundation grants)
What’s your “R.O.I.” ?
Tactic % using tactic Median Amt.
Raised per $1 spent
direct mail 43% $10 Initial touch
telephone calls 9% $11.90
special events 62% $3.20 High labor/Low ROI=
major gifts 66% $24 Most Effective!!
capital campaign 16% $20
planned giving 20% $20
Increased involvement leads to larger gifts
Planned Giving Donor (Personal contact only)
Capital Donor (Personal contact only)
Special/Major Gift Donor (Personal contact/letter/phone call)
Renewed/Upgrade Donor (Personal contact/special event/letter/phone call)
First Time Donor (Direct mail/telemarketing/special event/media/door-to-door)
Universe of Suspects/Prospects
Build Your Strategy:
How much do you hope to raise in the future?
- From whom?
- How will they be solicited?
Building a Strategy
Who will contribute?
- Individuals (renewals, new)
- Corporations (renewals, new)
- Foundations (renewals, new)
- Others (United Way, civic groups, government agencies)
How will they be solicited?
- In person (staff or volunteers)
- Mail or telephone (volunteers or professionals)
- Special event(s) (staff + volunteers)
- An application or proposal (staff)
“The Ladder of Effectiveness”
Staff-to-donor (40% – 60%)
Facilitated by volunteers (30% – 60%)
Mail/phone renewal (30% – 65%)
Telemarketing acquisition (2% – 4%)
Direct mail acquisition (less than 1%)
Projecting Broad-Base Fundraising Revenue
- # of constituents
- % response rate
- $ average gift size