Transcript Resource Development - The UCSF National Center of

Resource Development
UCSF National Center of Excellence
in Women’s Health
Dixie Horning, Executive Director
What’s this workshop all about?
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A general understanding of the Value of Philanthropy
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Principles of asking
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Friend raising and fund raising
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How are staff, volunteers, board or advisory
committee members are important to fund raising
Resource Sectors
2001
Private Contributions
 Government
 Dues, Fees and Charges
 Other Revenue (interest)
Total Revenues (in billions)
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Source: the New Nonprofit Almanac, Independent Sector, 2001
19.9%
31.3%
37.5%
11.5%
664.8
1982
21.8%
28.1%
38.7%
11.4%
211.9
Where it goes (%)
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Arts and Culture
Civic, Social and Fraternal Organizations
Foundations
Social and Legal Services
Religious Organizations
Education and Research
Health Services
Source: the New Nonprofit Almanac, Independent Sector, 2001
2.3
2.7
5
11.5
11.5
18
49
Sources—
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Foundations
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Corporations
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Grants
In kind
Grants
Marketing and sponsorship
Inkind
Volunteers
Government Agencies
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Grants
Contracts
Individuals Gifts
Direct Mail
 Memberships (i.e Friends of)
 Special Events
 Major Donors
 Workplace appeals (i.e United Way)
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Women and Giving
51% of wealth is held by women
 Women are poised to inherit $44 trillion
by the year 2044 Transfer of wealth
over the next 10 years
 Women give differently than men
 People give differently to women and
girls causes
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Make the Case
Why fund women and girls
 Why fund women’s health
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Understanding of the Value and Sectors of Philanthropy
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WHY DON’T I CALL IT “ASKING FOR MONEY”
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Its one of the four polite conversation taboos
---money,politics, religion and sex----
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And its not just money
Its volunteers, time and other assets (in kind
services, gifts etc. “brand loyalty”)
The first step in funding process has
nothing to do with money
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The purpose of fund raising is not
to raise money, but to help
organizations manage their
interdependencies with donor
publics who share mutual goals
and objectives”
J.E. Grunig, Stakeholders, 1992
Mission drives funding
Belief is the strongest reason for giving
 Make your case bigger than the
organization
 Friend Raising is as important as fund
raising
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Understand the donor publics
 Create a diversify funding plan to match
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ROPES
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Research
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Organization for Donor
Public
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Prepare internally
Output Impact
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Identify Opportunity
Know their Capacity
Match
How much time?
Our capacity and
alternatives
Planning and Program
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Gift Pyramid
Implementation
– Cultivation
– Solicitation
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Evaluation
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Process
Program
Stewardship
Reciprocity
Responsible Gift Reporting
Relationship nurturing
Income/Gift table Plan
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Sources
Individuals
 Corporations
 Foundations
 Special Events
 Grants/Contracts
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40%
10%
20%
15%
25%
Fund Raising Techniques
1.
Interpersonal Communication
1.
Major Gift Program
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2.
Controlled Media Communication
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3.
Face to Face, small group meetings, speeches,
telephone, personal letters, personalized proposals
Annual Giving Program
Direct mail, special events, publications,
phonathons, videos and films, Telethons, Paid
Ads, Bill boards
Mass Media
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Annual Giving Program
Editorials, op-eds, news release, story placement,
PSA
Gift Stream
90% of the private gifts comes from
10% of your donors
 10% comes from the other 90%
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One and one equals three if you do
your math right
Mae West
IT’S AN ACQUIRED
TASTE
Exercising in Asking
Getting Ready to Fund Raise
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Internally
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Staff, volunteers
Volunteer Roles
Ambassadors, Door Openers, Cultivators, Solicitors
Volunteer Roles
Ambassadors
 Door Openers
 Cultivators
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Solicitors
Tips for Ambassadors
Listen more than
you speak
 Accentuate the
positive
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Be Contagious
 Confirm the next
possible step
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Tips for Door Openers
 Be
Judicious
 Give a strong personal
endorsement
 Be Visable
Tips for Cultivators
Show ‘em a good time
 Mix and Match
 Expect to be popular
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Tips for Solicitors
Let the prospect set
the pace
 Let them know you
care
 Encourage them to
do the talking
 Never get into a
dispute
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Ask for an exchange
Upsell
Don’t forget to close
Don’t worry about
doing it perfectly
If at first you don’t
succeed
Say thank you
Exercise in asking
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Identify why are you fearful
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Understand what motivates
You miss 100% of the shots
you don’t take
Wayne Gretzy
Donor Cultivation
1
Identify
2
5
Principle of
Congruency
Inform
3
Invest
Interest
4
Involve
Cases
Case #1
 Case #2
 Case #3
 Case#4
 Case#5
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Mrs. Gotte Bucks
Dogood Corporation
Nouveau Riche Foundation
GoWoHealth Gala
Hen and Egg Grant
Case # 1 Mrs. Gotte Bucks
She has no history with your organization
but is a grateful patient and has come
to your office to ask what can she do.
 What steps to do need to take?
 What do you need to know?
 How are you going to find out?
 HOW Much should I ask for?
Case #2 Dogood Corporation
The Corporate Philanthropy Director of
a Corporation wants to contribute to
your organization to create a
collaborative partnership.
 What should I ask?
 How does this differ from Marketing
Dollars?
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Case #3 Nouveau Riche
Foundation
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One of your advisory committee members informs you
that the Nouveau Riche Foundation needs an grant
request from you in 2 days and they really think you
can get it.
How do you approach this?
 Do you have ideas on the shelf?
 What do you need to know about the
Foundation?
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Case #4 GoWOHealth Gala
You have decided that you need to have an
annual fund raising event
What do you need to know about marketing?
What is the purpose? Friend Raising? Growth
over time?
Why are fund raising events consider
“low returns”?
What role does your advisory/board play?
Case #5 Hen and Egg
Contract
You decide to go after a community
development contract with the
City/County that will fund one of your
outreach programs but you have to
have an academic/CBO partner
 How do you go about it?
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One Liners to take Home
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Belief in the mission is the strongest reasons for giving
Those closest to the organization are your best prospects
Friends give to friends
The best prospects previous donors
Cultivation is the key to successful solicitation
The larger the expected gift, the more personal the solicitation
Cultivate and solicit important prospects in person
Know your audience
Write to your audience
Don’t underestimate anyone
Most of the time you have to ask
In suggesting gifts: Money is appropriate,
and one size fits all.
~ William Randolph Hearst ~