Fund Raising Fundamentals for student activities

Content
• What’s “ Fund-Raising” ?
• Intro to fundraising
• Sources of FR
• Forms of FR
• FR Plan
• Why organizations fail in FR activities ?
• Contract design
• summarize

What fundraising is not ?
He is paying through you not to you

FR is related to marketing or not
?!

Relations between
PR FR marketing sales

What is marketing?
• Most people mistakenly identify marketing with
selling and promotion.
• While selling and promotion are a part of
marketing, they are not most important part.

 Marketing can be defined as an activity directed at
satisfying needs and wants through exchange
processes.
 managing profitable customer relationships
 profitably translates customer needs into revenue
 Delivering a value [this what people will remind you
with] to satisfy needs of a target market at a profit.
 The ultimate goal of marketing is to make selling
nonessential “branding”.
 To know and understand the customer so well that
the product or service fits him or her and sells itself
“self-stick”
Defining Marketing…

Need , Want &Demands...
• One of the underlying concepts of marketing is
trying to satisfy a customer’s needs, wants and
demands.
• Needs are plentiful. Basic human needs include
food, clothing, warmth, safety and belonging.
• Wants are simply needs shaped by culture and
the individual.
• Demands are simply the wants of a consumer
when backed by the ability to pay for that want.

• The activity or business of selling
products or services in return for
commercial profit.
• the action of selling something.
What is sales?

What is Public Relations?
• The practice of managing the spread of information
between an individual or an organization (such as a
business, government agency, or a nonprofit organization)
and the public.
• The practice of creating and maintaining goodwill of
an organization's various publics usually
through publicity and other
nonpaid forms of communication.
• Action of contacting any organization , responsibility of any
partnership , handling any problem with any corporate
&responsible to any approvals needed in any event.

What is Fund-Raising?
• The practice of raising the corporate fund to
accomplishment the projects.
• a significant way that non-profit
organizations may obtain the money for
their operations.
• the act or process of raising funds,
• The act
of collecting or producing money for
a particular purpose.
• The act of selling exposure.
• Matching the corporate with its customer
segment

MicrosoftApple
Bill gates & Paul AllenSteve jobs, Ronald
Wayne & Steve Wozniak
founder
Lead the marketCreativity &innovationCore value
The whole marketClass Atarget
19751976Founded at
Apple vs. Microsoft

Target segmentorganization company

What organizations &sponsoring
companies are seeking to?
• organization will seek funding, equipment or specific
goods and services, while the sponsoring company
will seek media exposure, advertising to a specific
audience, public awareness, and representation at
events and special occasions. The ultimate aim of
the sponsor is usually to increase business.

• Features &benefits
• Benefits match needs?

Exchange Processes…
 Marketing usually occurs to help facilitate an
exchange between a buyer “needs” and seller
”benefits”.

Why FR is important?
1- sustainability

2- financial support

3- exposure

Sources of FR
donations
In kinds
grants
sponsorship
Online funding
Set plans

Donations
• The biggest source of fundraising
• A donation is a gift given by physical or legal
persons, typically for charitable purposes and/or to
benefit a cause.
• It’s not require you an equitable exchange as the
donor don’t need any returning value “business
exposure.

In-kinds
In-Kinds are arrangements where the sponsoring
company provides services or products, rather
than money, in exchange for the benefit provided
by the organization. For example, a local sports
store may provide free basketballs and referee
uniforms for a Regional Championship in
exchange for stadium advertising or any paper
manufacturing company may provide notebooks
to schools or educational centers as an direct
advertising.

grants
• Universities and many companies may
provide many scholarship, training&
internship every year to all people you
can use these grants to raise your
fund.

sponsorship
• Sponsorships involve a relationship
between two parties in which both
seek benefits through an equitable
exchange. Sponsorships are business
agreements and usually involve a
contract with specific terms and
conditions on both parties.

sponsorship
financial
hosting
ACprinting
catering

Set plans
hosting place
t-shirts
promotional materials
booth &decoration

Set plans
0
1
2
3
4
5
6
7
8
event 1 event 2
cost
profit
tickets"income"

Forms of FR
Time
Talent
Treasure

Fund raising plan
Where are we ?
Where do we want to go?
How to go there ?
Sponsorship evaluation

1. Where are we?
• Current &previous achievements
• Your history
• Previous sponsors
• Current expenses
• Tools used

Fundraising Tools
• Research
• Database
• Plan
• Proposals
• Promotional materials

proposal
• Although sponsorship proposals are usually written,
they may also be produced on a video or CD The
organization should determine which format is most
suited to the targeted sponsor.
• The proposal is to identify how the
sponsorship relationship will help each
organization to meet its needs.

Before proposal?
Before a sponsorship proposal is prepare, organizations need
to know:
• What is the organization’s image among the public? (If
image is poor, it may be difficult to secure a sponsor.)
• What companies match the organization’s image? ( e.g.
Coca-Cola targets its product to young people 18-25 and
wants to be involved in large audience participation
events. Is there a ‘fit’?
• What is the organization’s ‘best’ program with which to
seek sponsorship?
• What opportunities are offered to the sponsor?
e.g. sell the sponsor’s product exclusively at the event,
media coverage highlighting their support, advertising and
signage.
• Will the event clash with any other events?

Proposal tips!
• Length of the package must be small but
containing everything you want to be delivered to
the sponsor.
• Most important thing is to make the package in a
very professional way, good English writing, user
friendly, and readable.
• Always think of the needs of the market and the
needs of the targeted sponsors in your benefit
package "put yourself in sponsor's shoes".
• Highlight on your achievements and past years
sponsors satisfaction

Proposal content
Proposal cover
Organization background
Project details
Project budget
For what purpose the sponsorship is needed
Benefit packages
Customized package

Proposal cover
• It may introduce you &it describe you towards the
sponsoring company , it must be unique, creative
&professional.
• The first impression of your organization so it is a very
critical paper.
• You have to show in it your logo , slogan and

Organization background
• You have to talk briefly to your organization , when
it founded &where ?
• Vision &mission for your organization.
• Organization history.
• Organization previous sponsors &partners.
• Organization’s branches “optional”
• It’s structure “optional”

Project details
• You should briefly talk about all your events&
projects.
• You must mention these info to every project:
 Project objective
 Project venue
 Participant numbers
 Target segment
 Marketing channels

Project budget
• Every project has a cost plan that require a specific
budget, so you have mention all that cost elements
briefly, such as:
 Reservation a venue cost.
 Promotional materials cost needed for the
marketing plan.
 Operations cost.
 Approvals fees.

For What purpose the sponsorship is needed
• You need a sponsoring company for what ?
• You must mention how the sponsorship will help you
achieve your goals.
• The sponsorship can solve many problems to you ?
• The sponsorship can increase the performance of
the project or increase the advertisement of the
project?

Benefits you can offer
• Benefit package is a critical part of the sponsorship
proposal as it may make your offer is above others or
below, so you have to know well your tools and how to
extract benefits from your tools and your Possibilities you
can offer during your projects.
• Benefits may be advertising, promotional opportunities,
television coverage, direct access to membership, E-
Marketing advertising.
• You can make many benefit packages, each package
has some benefits in your different events and mention
the budget of each one of them.
• You may named the packages as platinum, golden,
silver, bronze or main sponsor, supporter, community
partner.

Are benefits match needs?!
• This requires the organization to clarify the benefits it
has to offer sponsors and how those benefits may
be linked to specific sponsors?
• Has the organization established a realistic budget
that includes the ongoing costs of servicing the
sponsor?
• the organization must be very clear how it will
facilitate this opportunity for the sponsor and why
sponsorship of this organization is the best means for
the sponsor to receive the benefits it seeks.
• But you still must know their potential needs to easily
match or link your benefits with their needs.

What is the potential sponsors needs?
Potential sponsors want something in return for the money such as:
1. Attendance figures and nature of the audience.
Attendance refers to the number of people who will see
the sponsor’s marketing message, and the demographic
characteristics of that audience.
2. The extent of positive media coverage about the
organization. When preparing sponsorship proposals, the
organization should establish past levels and values of
media coverage and factor these items into the worth of
the sponsorship.
3. Community support and contacts. An event that allows the
sponsoring organization direct contact with, and potential
sales to its customers, is an opportunity for the sponsor to
generate additional business.
4. Support for brand position.
5. Exposure of brand.
6. Increased access to target audience.

Customized package
• After the planning stage you must know the
targeted sponsoring company needs then you
have to collect your benefits that may match its
needs and make a customized package to the
sponsoring company with the budget that will pay
in exchange for the benefit provided by the
organization.

2. Where do we want to go?
• Setting overall targets.
0
1
2
3
4
5
6
event 1 event 2 event 3
in-kinds
donations
sponsorship
grants

3. How to go there?
How to approach?
Stages
Who to approach?
When to fund raise?

When to fund raise?
• Every company has a budgeting time in the year
“most companies in 1 or in 6” you must know this
time as the company may can’t afford the budget
needed for the sponsorship if you offered the
sponsorship by the end of the financial year.

Different
position
Marketing
sales
CSR
HR

Marketing
• Is the event will increase its segment ?
• Is the event will have a big no of
attendees?
• Is the event will match his needs?

sales
• The event allows the sponsoring company direct
contact with, and potential sales to its Customers.
• The event will lead to increase in their
commercial profit?

Corporate Social Responsibility “CSR”
• Does your event has a positive reflection to the
society?
• Your event ‘s objective is to solve a problem ?
• Your event is tend to increase the awareness about
something useful.
your event is one of these events “ blood donation
, green building, recycling, ………. “.

Human Resources “HR”
• Does your event is related to recruiting
,internships , scholarships,……?
• Is the attendees in your event will give you their
CVS ?
• Is the event ‘s target segment fresh grads ?

stages
Product
knowledge
Planning&
preparing
selling
Servicing

Product knowledge
Target segmentorganization company
product product
Event ”workshop ” Can “pepsi”

Product knowledge
• Know your products “ events, projects, …” well.
• Know your projects features “venue, objective,
target audience, etc.
• What benefits you can offer through the event ?
• What benefits will match the targeted sponsor
needs?
• Can I develop the product ? Can I create many
benefits that match its needs?

Planning& preparing stage
• Planning and preparation are the keys to
successful sponsorship proposals. If sponsorship is
poorly planned then it is likely that there will be a
loss of sponsorship opportunities and revenues.

preparing stage
Company
profiling
Targeting &
filtration
sponsors

Company profiling
• Make a list with all companies which can
afford the sponsorship.
• Mention each company products.
• Mention each product customer segment.
• Mention all segments related to any event of
your plan.
• Make a contact list to the company which
matches your customer segments.
• make research on the company through the
website, friends, relatives, or someone
contacted or made a sponsorship deal with
them before.

• Know more about the products they introduced
lately, and most valuable products.
• Make a small marketing research about them, the
market share they have and the similar competitive
companies.
• Write an info about the company, its competitors,
its disadvantages, what they are looking for, what
their circle of interest.
• Write info about the contacts that you reached in
the company.
• Make sure to know what kind of sponsorship they
are looking for most of the time (Value, Package
deal, Business deal).
Company profiling

Targeting &filtration sponsors
• After match your customer segments to all
companies you have write in your list or that in your
data base.
• You can filter the sponsors with this technique “ LIA
“.
Link Interest Ability

Planning stage
Reasons for seeking sponsorship
What opportunities it provides for potential sponsors.
Choose which specific sponsors it will target.
How to attract sponsors

How to attract sponsors?
• Attracting sponsors involves communicating to
potential sponsors that the organization has the
capability to provide some useful service or
opportunity for the sponsor and the relationship will
be mutually beneficial.

Selling stage
1
•Email& phone call
2
•Suiting the benefit package
3
•Business meeting

E-Mail& phone call
• This is a critical phase in the sponsorship process.
• it is important to ensure that this step is carried out
professionally.
• Don’t make a phone call in off-days.
• don’t talk after 6:00 PM and before 8:30 AM.
• Try to write a professional e-mail.
• Don’t forget to send any attachments put them first!
• Your signature is very important.
• Make a fake phone call before calling her/him.
• Prepare a hocks that you can use.
• If he preferred to talk in English rather than Arabic
talk in English as much as you can!
• Study him/her well.

Suiting the benefit package
• Most sponsorship proposals require a verbal
presentation (although not all, so the written
proposal must also be able to ‘stand alone’).
• Many organizations assume that because they
have now finished the hard work, the proposal will
sell itself, or because their program is so
‘worthwhile’ the sponsor will naturally support it.
• The proposal should be prepared to a professional
standard (e.g. typed and well laid out).
• Information must be relevant, accurate and
precise.

Business meeting
• Make an appointment to present the proposal in person.
Face-to-face communication greatly enhances the
likelihood of success.
• Find out the company's sponsorship criteria and history —
what does the company want out of a sponsorship
relationship?
• If there are members who have the necessary experience
and skills, then perhaps it would be best if they presented
the proposal rather than the president.
• Dress and appearance are also key considerations.
• Being well prepared when presenting the proposal is
critical.
• distribute any of your organization publications materials
or free samples to increase credibility.
• Follow up after the meeting — thank them for the
opportunity to present the proposal and then maintain
contact.

Business meeting
• You must be on time inside the company, and 10 min.
earlier at the company place to review the benefits.
• Introduce yourself, if you didn't meet the manager
directly, then wait 15 min. and tell the reception that
you are busy and you can come another day.
• When you enter to the manager office shake his hand
(professional handshake) and sit after he sits.
• Introduce your benefits and end it with the amount of
money you will take in return for the benefits mentioned.
• Finish the meeting after you take a date for calling the
manager again for his response on the offer (max. one
week).
• After you leave the office make sure to write down all
the discussion made with the manager in his office, also
write the date you call him to make sure not to forget.

Business meeting tips
• Be organized.
• One person contacts the sponsor.
• Document every conversation.
• Be firm.
• Follow up continuously.
• Be polite, and always be on time.

Handling rejection!
Rejection of the sponsorship proposal can be used as
an opportunity!
• You should acknowledge the rejection and thank
the potential sponsor for their consideration.
• Then a meeting should be arranged with that
company’s contact to discuss:
 What caused the proposal to fail? (e.g. was the
proposal written clearly enough?)
 In what ways could the proposal have been
improved?
 Would the company consider a modified request?
 What actions could the organization take to
enhance its chances next time?

Fundraising tips!
• Start early. Many institutions and groups are on a
fiscal year that ends in June, so get to them before
the money is gone.
• Ask! If you don't ask, you'll never know.
• If one company can't give you the entire amount
you need, check with another.
• Be prepared with a clear request.
• Offer to present a report or perform a leadership
task in return for funding.
• Send thank you notes to your supporters.
• Always leave a legacy with the sponsor contact
person; you might need him the next year or in
another event.

Rejection reasons?
1
•preparing
2
•proposal
3
•communicating

Servicing stage
• (the relationship should be based on an equitable
exchange and mutual benefits). Once the
sponsorship contract has been signed, in some
respects the hard work has just begun. The
organization should try to develop and maintain a
long-term relationship with the sponsor.
• Maintaining a good relationship.
• The relationship that is established between an
organization and a sponsor should not be neglected
after receiving the assistance. The organization
should redouble its efforts to maintain a positive
relationship with the sponsor,

Servicing stage
• How to keep an organization’s sponsors informed
and involved:
 Thank-you letters.
 Personal visits and invitations.
 Telephone calls.
 Take an interest in the sponsoring organization.
 Newsletters. Sponsors should be placed on the
organization’s mailing list,
 Request for continuing funds.

sponsorship Process
Follow up
Deal
Business appointment
Suiting a benefit package
Phone call &email
targeting& filtration
Company profiling
Product knowledge

Sponsorship evaluation
The important factor is whether both parties achieved
their goals. If not, then why not?
A number of questions should be addressed in this
process, including:
 Did both parties meet their obligations
“commitment”?
 Was the sponsor invited to participate in the decision
making? Did the partnership work?
 Did the sponsor achieve its objective? If not, why not?
 What improvements can be made for the future?

THE END!
The organization should help the sponsor assess the value
of the sponsorship by presenting them with a folder
containing:
• Copies of media releases issued
• Details of media coverage, including copies of press
items
• Relevant details of the event, season or project, such as
numbers of competitors, spectators
• Any relevant photographic material
• Copies of entry forms, posters and advertising
• A financial statement, budget and proposal for the
following year.

Why do organizations fail in
fund raising activities ?
Are you selling benefits?
Lack of planning &research skills
Lack of networking
Lack of sponsorship management
Lack of resources
Lack of promise deliverable

THANK YOU!
Ahmed.samir.tolba@gmail.com
+2 01123973974
/Tooooolba
@ahmedsamirtolba
/in/ahmedsamirtolba

Fund Raising Fundamentals for student activities

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