Raising funds and building relations with potential donors, sponors, partners, etc.

1. How
To
Business Of Magazine Publishing
Raise
Funds
For Your Magazine
Bangalore, October 8, 2012

2. If you have a problem that
money can solve – it’s not
Business Of Magazine Publishing
a problem. It’s expenses.
– an old Jewish saying
Bangalore, October 8, 2012

3. Recall: A Solid Foundation
Build A Reliable Business Model
• strong concept: to make money or to
spend money?
Business Of Magazine Publishing
• effective strategic planning
• diversified income sources
• timely and effective fundraising
• well planned budgeting and cash
flow projection
• developed marketing concept and
strategy
• ongoing audience and market
research
Bangalore, October 8, 2012

4. Effective Fundraising
Sources of Funding
• Foundations
• Business owners or businesses
Business Of Magazine Publishing
• Major donors
• Family and friends
• Investors
• Banks
• The magazine readers
• Government
• Churches, denominational
organization
Be smart: Never limit yourself with just one
source of funding your project, no
matter how good/reliable/easy-to-work-
with
it might look like!
Bangalore, October 8, 2012

5. Effective Fundraising
Before You Start…
Remember: God’s are all the money in the world; by giving and not
giving them to us He always wants to say something
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• Pray hard
• Listen to God
• Be obedient
Bangalore, October 8, 2012

6. Effective Fundraising
Fundraising Methods
• Mail fundraising letters to potential donors.
• The structure of a typical fundraising letter:
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Dear_______________,
Briefly state your mission and passion.
Describe the need.
Describe how the recipient of the letter
can help meet that need. Be specific
and state exactly what the
reader can do.
Thank you.
Sincerely _______________
P.S. Briefly restate the need and
what the recipient can do about
meeting the need.
Bangalore, October 8, 2012

7. Effective Fundraising
Fundraising Methods (cont.)
• Submit a grant proposal to
foundations.
• Contact each foundation for a copy
Business Of Magazine Publishing
of their grant guidelines and giving
priorities.
• Follow the guidelines exactly.
• If you are at first declined,
keep trying.
• Send a quarterly newsletter to
supporters.
• Always include an update on
financial needs.
• Include a pre-addressed envelope
for return donations.
Bangalore, October 8, 2012

8. Effective Fundraising
Fundraising Methods (cont.)
• Schedule appointments with key business
people.
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• Present funding needs and ways they can
donate financial and non-financial gifts.
Discuss among other issues:
• buying a part of the print run for giveaways
in churches, at the conferences, etc.
• same for the publication-related
products
• leave them a high-quality
brochure, business plan, etc.
Bangalore, October 8, 2012

9. Effective Fundraising
Fundraising Methods (cont.)
• Create a business partnership proposal for
key business people to become investors.
• Offer the potential donors to split the
Business Of Magazine Publishing
commitment.
• Make a “dollar for dollar” proposal. This
lowers the burden.
• Show personal involvement: let some money
come from your church, your
friends, out of your own pocket. This
convinces donors in seriousness
of your attitude.
• Submit a grant proposal to your
denomination.
• Research local government
grants or business loans
Bangalore, October 8, 2012

10. Effective Fundraising
Fundraising Methods – this mght also work…
• Organize an annual banquet or special fundraising event.
• Have quality music, celebrity speaker, and good food.
Business Of Magazine Publishing
• Take an offering at the conclusion of the event.
• Organize a sports tournament with key business people.
• Ask business members to sponsor a portion of the event, the
food, speaker, etc.
• End with a program of
music and a speaker.
• Take an offering.
• Organize a Christmas gift
campaign
Bangalore, October 8, 2012

11. Effective Fundraising
Developing A Fundraising Plan
• Start early!!
• Develop a two-to-three year plan with multiple
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fundraising activities each year.
• Plan fundraising activities each year that utilize a
variety of methods and appeal to multiple target
audiences.
• Analyze the effectiveness of each fundraising activity.
[(Total income generated from the activity) –
(total expenses for the activity)] / (size of
the activity in units) = fundraising profit per unit
• Revise the plan each year as you learn what does and
doesn’t work.
Bangalore, October 8, 2012

12. Business Of Magazine Publishing
A Word Of Encouragement…
Do not pray for tasks equal to your powers.
Pray for powers equal to your tasks. Then the
doing of your work shall be no miracle, but
you shall be the miracle.
– Phillips Brooks
Bangalore, October 8, 2012

13. Effective Fundraising
A real story…
An example from the real world:
Business Of Magazine Publishing
Spikenard Publishing story
Exercise
Write a fundraising letter.
Develop a two-or-three year
fundraising plan with multiple
methods and campaigns.
Bangalore, October 8, 2012

14. Questions?..
Business Of Magazine Publishing
Thank you!
Bangalore, October 8, 2012