This document provides an agenda and materials for a presentation on fundraising from the perspective of a former fundraiser. The presentation covers building relationships with funders, communicating to catch funders' attention, and solidifying relationships. The agenda includes discussing how to build rapport with funders through tactics like knowing the audience, utilizing employee advocates, and sending thank you notes. It also covers telling an organization's story through crafting key messages, identifying what makes the organization unique, and including individual success stories. The presentation concludes with ways to maintain strong donor relationships such as providing added value, being honest, and demonstrating financial accountability. Group discussions are included to discuss best practices and lessons learned. The overall summary is that the document outlines a presentation for non
3. CAREER HIGHLIGHTS
• Raised $5.3 million dollars in employee contributions since
2005 with an 83% employee participation rate.
• Increased employee engagement at Cox from 88% in 2008
to 93% in 2012.
• Named Young Professional of the Year by PRSA–Tulsa Chapter
in 2005.
4. Survey
Survey Questions (Scale of 1 – 10)
1. My organizations needs help building
relationships with funders.
2. My organization is very skilled at telling our
story.
3. My organization does a good job retaining
donors.
6. Agenda
1. How to build relationships with funders
2. How to communicate to catch a funder’s
attention
3. Strategies to solidify relationships with
funders
Today’s Take Aways
1. One action step
2. One supporting statistic
3. One new contact
A positive attitude causes a chain
reaction of positive thoughts, events
and outcomes. It is a catalyst and it
sparks extraordinary results.
Wade Boggs, Boston Red Sox
7. My Commitment To You
You will leave with at least one action step
to help you better communicate with
“THE MAN BEHIND THE CURTAIN”
(Glinda, The Wizard of Oz)
“You always had the
power, my dear. You just
had to learn it for yourself.”
If you just communicate, you can
get by. But if you can communicate
skillfully, you can work miracles.
Jim Rohn
8. Commitment from You
1. Take notes.
2. Identify one action step.
3. Avoid the four words of doom!
4. Participate! Share your knowledge.
(Yoda)
“Try not. Do or do not,
there is no try.”
Only 10% of people have a learning
mindset. The other 90% will only
learn if they are forced.
Harvard Business Review
10. Building Relationships with
Funders
1. Discuss the importance of knowing your
audience
2. Tips for building rapport
3. Group discussion: What works?
“Never think you need to apologize for asking someone
to give to a worthy objective, any more than as though
you were giving him an opportunity to participate in
high-grade investment. The duty of giving is as much his
as the duty of asking yours. Whether or not he should
give to that particular enterprise, and if so, how much,
it is for him alone to decide.”
John D. Rockefeller
(Albert Einstein)
“If we knew what it was we
were doing, it would not be
called research, would it?”
11. Know Your Audience
• Research Potential Donors
• What are their priorities and interests?
• Is there a natural tie between your
organization and the business?
• How do they like to receive funding requests?
• Do they have a giving calendar?
“Charities that help donors uncover their
values, passions, dreams and aspirations
can be a breath of fresh air to donors who
may not be used to being asked what they
want.”
Heather Gee, GPS Philanthropy (Unknown)
“Action precedes funding.
Planning precedes action.”
12. Know Your Audience
“You can't persuade your listeners if you don't
know much about them. Knowing your
listeners helps you to shape your message in a
way that's most likely to gain their acceptance.
That's all the more important when your goal is
to persuade, and not simply to inform, your
audience.”
The Total Communicator
(G.T. Smith)
“Donors don’t give to
institutions. They invest in
ideas and people in whom
they believe.”
• What do they know about your
organization?
• What is their history with the agency?
• Positive or negative view of the agency?
• Potential donor or long-time supporter?
13. Know Your Audience
“Open a conversation with the donor to
learn about his or her values, current
situation, and future philanthropic goals.
It's not about what you want to sell; it's
about what they want to buy.”
Kevin Strickland, Not for Profit Group
(Hila Mehr, CauseVox)
“Corporations are more likely
to donate to your nonprofit if your
bottom-line missions are aligned or if
you have an audience they are hoping
to attract to their business.”
• What’s in it for them?
• Branding as a good corporate citizen
• Employee engagement opportunities
• Volunteerism
• Board of directors
• Is there a business reason for supporting you?
14. Building Rapport
• Get the right contact
“It is imperative to know who is best to send
a proposal to within the corporation. If you
don’t know, send the community relations
manager an email and just ask. If we receive
a letter to Dear Friends etc., we do not
consider that a formal request and do not
provide funding.”
Carole Huff Hicks, PSO
(Joanne Fritz, About.com)
“Cultivation is not
haphazard...but carefully
planned and strategic.”
15. Building Rapport
• Set up a conference call
“Corporations cannot always meet with every
nonprofit who wants a meeting – please don’t
be put off by that – we usually just don’t have
the time.
If we do agree to meet, do not take that as a
Yes on your proposal for funding. Taking time
for a relationship with a nonprofit will not
affect the outcome of funding.”
Carole Huff Hicks, PSO
(StrengtheningNonprofits.org)
“With corporate donors, make
your request less of a sales pitch
and more of a discussion of the
corporation’s and organization’s
mutual interests.”
16. Building Rapport
• Utilize employee advocates
“When a charity receives an introduction
to a potential donor from an existing
supporter, even if it's solely through an
email, the charity is automatically seen
as more credible in the eyes of the
potential donor.”
Ted Hart, P2PFundraising
(Edelman Trust Barometer, 2014)
“Leveraging employee
ambassadors is a great
way to build trust between
employees and the
organization.”
17. Building Rapport
• Follow up E-mail: Go electronic!
“Please don’t waste your money by
sending us annual reports and
informational brochures. We would much
rather a nonprofit send us an e-mail with
an attachment, so that we can save the
information and reference it when
needed.”
Annie Tomecek, TD Williamson
1. Thank You!!!
2. Be personal – add something you
learned about the person
3. Brief summary of the call
4. Link to website
5. Invite to follow on social media
6. Invite to an event or site visit (optional)
7. Attach collateral material – brochure,
annual report, etc.
8. Add all of your contact info
18. Building Rapport
• Connect with Social Media
“Having potential donors like your
page on Facebook or follow you on
Twitter provides an opportunity to
appear on their feeds and give them
daily reminders of your mission.”
ManOverBoard, Inc. (TechImpact.com)
“47% of Americans learn about
a nonprofit from the internet,
specifically social media.”
19. Building Rapport
• Send a hand written note
“Why do thank you notes matter in
the customer experience? Because
beginnings and endings have
disproportionate power to affect
your customers.”
Micah Solomon, Forbes
(Clay Clark, Thrive 15)
“A thank you note is a
memorable way to break
out of the clutter of
commerce.”
20. Building Rapport
• Add them to your database
“Cultivation is a process and a tool. It
provides opportunities for the donor to
learn about your organization, requires
coordination, strategic thinking, and
great follow-up.”
Kay Sprinkel Grace, Over Goal!
(StrengtheningNonprofits.org)
“Communication will be even more
effective when it targets people
with the greatest potential for
donating. Positioning your cause in
ways that feel relevant and
meaningful to prospects is a key
step in asking for their support.”
21. Group Discussion
• Best Practices: What works?
• Learning from Mistakes: What doesn’t work?
• Take Action: How can you implement these
tactics?
(SKEWorthSharing.com)
“Visualize your success.
Then take action.”
“Knowledge without
application is meaningless.”
Thomas Edison
23. Tell Your Story
1. How to strategically craft your message
2. Discuss common grant writing mistakes
3. Activity: Create a compelling story for
funders
(StrengtheningNonprofits.org)
“Remain a vocal presence
with your donors. Silence
communicates inactivity or
a lack of need.”
“Good writing is not a natural gift.
You have to learn to write well.”
David Ogilvy (advertising guru)
24. Tell Your Story
1. Who is your audience?
2. Why are you communicating with
this audience?
• Grant proposal, newsletter, thank
you note, etc.
3. What are your key messages?
• Determine top 1-5 points you
want to convey to your
audience.
(Lindsey McCaffrey, content strategist )
“Your key messages must
meet two criteria:
be concise and interesting.”
25. Tell Your Story
4. What is your special sauce?
• Identify you Unique Selling Proposition
• Why should someone fund your
organization verses another agency?
(Entrepreneur.com)
“Unless you can pinpoint what
makes your business unique in a
world of homogeneous
competitors, you cannot target
your sales efforts successfully.”
Unique Selling Proposition:
The factor or consideration presented
by a seller as the reason that one
product or service is different from and
better than that of the competition.
26. Tell Your Story
5. What is the problem you are solving in
the community?
• How are you solving the problem?
• What are your biggest successes?
• Use data to support your successes
6. Identify individual success stories that
demonstrate the impact of your
programs.
• Weave data and impact into your story.
“People remember stories.
They forget facts. This is the gift you
offer to your donors—a concrete,
memorable, emotional experience
of helping others.”
(Harvey McKinnon)
27. Tell Your Story
7. Call to action
• What do you want the audience to
Do or Feel?
• Clearly define how to take action.
(Printwand.com)
“Before you send your letter or
memo, make sure it is crystal clear
what you want the recipient to do.”
David Ogilvy
“Writing a call to action is
more effective when the
audience is only being asked
to complete one task.”
28. 21 Types of Content We All Crave
(Source: RecessionSolution.com)
1. Content that reminds us that life is short.
2. Content that reminds us that dreams can come
true.
3. Content that gives us faith to believe for bigger
things.
4. Content that reminds us that we matter.
5. Content that reminds us of the overlooked or
forgotten “basics.”
6. Content that has unexpected twists.
7. Content that tells a story.
8. Content that takes us along on a journey.
9. Content that inspires us to action.
10. Content that makes us laugh or smile.
11. Content that makes us cry
(tears of joy or sadness).
12. Content that reveals secrets.
13. Content that surprises us.
14. Content that encourages us to never give up.
15. Content that reminds us that we are one-of-a-
kind and encourages us to live that way.
16. Content that reminds us that there’s more.
17. Content that confirms our assumptions.
18. Content that challenges our assumptions.
19. Content that educates while entertaining us.
20. Content where David defeats Goliath.
21. Content that gives us a fresh point of view even
about common things.
29. Common Grant Writing
Mistakes
(John Hayden, Inbound Zombie)
“Don’t ask people to “donate.”
Instead, ask them to “join” or
“build,” etc. Appeal to an identity
and emotion, not wallets.”
“Even though you must include plenty of
facts, make sure that stories about real
people illustrate the issues you are
writing about.
Stories backed up with data are likely the
best way to reach the hearts and the
minds of your readers.”
Joanne Fritz, About.com
30. Common Grant Writing
Mistakes
1. Not following directions.
2. Not researching the funders’ interests
and guidelines.
3. Repeating exact phrases from the
funder's guidelines.
4. Failing to educate the funder.
5. Talking more about problems than
solutions.
31. Common Grant Writing
Mistakes
6. Addressing specific problems with
general solutions.
7. Using buzzwords and jargon.
8. Careless editing.
9. Budgets that don't make sense.
10. Asking for the wrong amount.
32. Tell Your Story
Worksheet: Crafting a compelling message
Crafting a Compelling Message for Funders
People remember stories. They forget facts. This is the gift you offer to your donors—
a concrete, memorable, emotional experience of helping others.
- Harvey McKinnon
34. Solidifying Your Relationship
1. Discuss ways to maintain strong
relationships with donors.
2. Examples of “What not to do…”
3. Group Discussion: What works?
“Creating a strong business and building
a better world are not conflicting goals –
they are both essential ingredients for
long-term success.”
William Clay Ford Jr., Ford Motor Company
(Paul May, BuzzStream)
“Build the right relationships
with the right people and
nurture them over time and
you’ll always have a leg up on
the competition.”
35. Solidifying Your Relationship
• Don’t underestimate the
importance of thanking donors
“If the donor is new, realize that
pitiful little donation is an
opportunity for a LIFETIME of
support. You are starting a new
relationship. Make your thank-you
especially impactful, meaningful
and memorable.”
Marc Koenig, Nonprofit Hub
(The Seven Key Drivers of Donor
Commitment Idea Bank)
50% of donors say
personalization of thank
you is more important than
speed.
36. Solidifying Your Relationship
• Provide added value to the donor
• Provide information that can be shared with
employees and/or management
(i.e. photos of clients/thank you notes)
• Share real metrics that help the donor
understand program results.
• Offer volunteer opportunities to engage
employees.
• Keep your organization top of mind
• Communicate how a donation is being
utilized.
• Provide updates about the organization –
newsletters, success stories, etc.
63% of donors want to know
how money will be used.
(Money for Good II)
37. Solidifying Your Relationship
• Be honest with donors
Susan Parker, Clear Thinking Communications (Harvey S. Firestone)
“I believe fundamental
honesty is the keystone of
business.”
“It’s refreshing—and rare—when
officials at nonprofit organizations feel
confident enough to say what worked
and what didn’t work. People will pay
attention because admitting mistakes is
so extraordinary in today’s world. It will
set you apart.”
38. Solidifying Your Relationship
• Demonstrate financial professionalism
• Provide timely reports & updates
• Include all of the information requested.
Zimmerman -Lehman
(Blackbaud)
“Without accountability
standards in place, a nonprofit
risks losing the trust of
donors, volunteers, and other
key stakeholders.”
“The more you can assure your own
organization is accountable and
transparent the more trustworthy you
will be viewed by the public, donors,
constituents and regulators.”
39. Avoidable Mistakes
“If we do not fund you, do not call the company and
argue that the company should have funded you,
and/or get defensive about not being funded this
time. We have lean charitable giving budgets and we
make tough decisions all the time.”
“Don’t create a program just
to impress us. You know
what works for your clients.
Do what you do best.”
“Do not call and complain that we
did not provide enough funding; we
had one nonprofit call and say we
must have forgotten the other “zero”
in the amount (!)”
40. Group Discussion
• Best Practices: What works?
• Learning from Mistakes: What doesn’t work?
• Take Action: How can you implement these
tactics?
(Tony Robbins)
“The path to success is
to take massive,
determined action.”
“Knowledge without
application is meaningless.”
Thomas Edison