Transcript Fund Development Slides (automatic slideshow PPS format)

2010-11 Fundamental Five+
Non-Profit Capacity Training Series
presents
Fundraising & Development
Nonprofits Building Success Stories
Lorraine Tamaribuchi, Yuki Lei Sugimura,
Katie McMillan, and Sara Tekula
03/08/11
Maui
1
Today’s Objectives

Comprehensive Fund Development
Strategy

Cultivating your Ohana and offering a
wise investment to your donors

Broadcasting your Story
2
Agenda
8:30 am
Welcome & Introductions
8:45 am
Fund Development Strategy
9:45 am
BREAK & Network
10:00 am
Cultivating Return on Investment
10:40pm
Broadcasting your Story (Branding)
11:15 pm
BREAK & Network
11:30 pm
Broadcasting your Story (Online)
12:15 pm
Wrap-Up, Post-Test, Evaluations
12:30 pm
Session Ends
3
Mahalo to our Sponsors!

Office of Hawaiian Affairs - Community
Building Economic Development Grant

Grants Central Station - program founder

Tri-Isle Resource Conservation & Development
- Fiscal Sponsor

PlayBook Consulting Group - Fundamental
Five+ Series Producer / Coordinator
4
UpcomingWorkshops!
Increase Your Skills & Knowledge in this upcoming
Fundamental Five+ workshop
April 6
Grant Strategy & Writing
April 27 & 28
AFP
5
Who’s in our Hui?

How many Executive Directors?

How many Fund Development Directors?

How many are Board Members?

How many others?
6
Foundations for Fund
Development Strategy
Lorraine Tamaribuchi
7
8
9
10
11
12
13
14
SWOT ANALYSIS
15
What’s a SWOT?

SWOT = Strengths, Weaknesses, Opportunities, &
Threats

It’s a PLANNING tool - helps you plan any GOAL

It’s a first step in deciding if a goal is achievable,
given all the SWOT parts

If it isn’t, can you change any part of the plan or the
challenges?

If it is, now you know the things you have to plan
around to succeed
16
Internal
Origin
(attributes of the
organization)
External
Origin
(attributes of the
environment)
SWOT ANALYSIS
Helpful
Harmful
in achieving the objective
to achieving the objective
Strengths
Weaknesses
S W
O T
Opportunities
Threats
17
SWOT’s to Consider
 Team Expertise
 Facilities
 Benchmarking
Relationships with Bestin-Class Industry
Leaders
 Strategic Partnerships
 Training
 Relationships with Other
Organizations
 Adequate Staffing
 Money
 Relationships with Gov’t
Agencies
 Reaching the Needful
Clients in the Community
 Infrastructure (like I.T.,
phones, transportation)
 Co-op’ing CrossAgency Resources
18
Wrap-Up

Fund Development Strategy - overview

The Pyramid of Giving

Rosso's Concentric Circles
19
Development Strategy Resources

Hawaii Community Foundation Website for
2011 HCF Foundation Proposal Submission
Deadlines and List of Other charitable
Funding Resources in Hawaii

Lilikoi – a monthly gathering of Maui County
Fund Development Staff

AFP Fundamentals in Fundraising Course on
Maui, April 27 – 28, 2011 Special
scholarships available for members of today’s
course.
Application deadline: March 14, 2011
20
BREAK
10 minutes
Next up: Cultivating ROI
21
Agenda
8:30 am
Welcome & Introductions
8:45 am
Fund Development Strategy
9:45 am
BREAK & Network
10:00 am
Cultivating Return on Investment
10:40pm
Broadcasting your Story (Branding)
11:15 pm
BREAK & Network
11:30 pm
Broadcasting your Story (Online)
12:15 pm
Wrap-Up, Post-Test, Evaluations
12:30 pm
Session Ends
22
Cultivating Return on Investment
Yuki Lei Sugimura
23
You are a business.
Do not be fooled by the word “nonprofit”
24
Live Your Passion!

Be passionate about your cause

Be passionate about attracting others to
your cause
25
Return on Investment

Building return on investment (or ROI) – why this is
important

How ROI works at a nonprofit:
 Return on investment for staff
 For board members
 For donors
 For volunteers

ROI for Hawaii: making a tangible “local” difference.
26
Why is ROI so important?

Funding sources looks like it is diminishing?

Government, foundations, stock markets, businesses are
cutting grants and individuals are cutting back and the
need for services is rising!

$300,000,000 (yes billion) were given to non profits in
the US (above Government funding), 2007

Over 1.5 million non profits in the US, 2010.
OPPORTUNITY IS AVAILABLE… VALUE IS
IMPORTANT
27
ROI: Measures for Nonprofits
MEASURE FOR EFFECTIVENESS OF
CARRYING OUT YOUR MISSION:
NUMBER OF ?
HOW MANY ?
HOW MUCH ?
MEASURES ARE MORE THAN DOLLARS!
HOW WELL DO YOU SERVE?
28
Building ROI
Build and develop your OHANA






Volunteers
Staff
Executive Director
Development Director
Client
Board
Everyone is a connector to your organization.
29
The Role of the Board

Board members must possess the ability to provide:

3 W’s=Work, Wisdom, Wealth (help fundraise
through networking)

Dedication to the organization, invaluable!

Financially. Ask them, do not assume they know.

Volunteer to help, attend functions, strategic
planning, including fundraising
30
How do you create ROI

Meet your donor, become their friend

Build Relationships, mail, phone calls, visits

Recognize them appropriately.

Establish Long Term relationships, don’t connect with
them only when you want money,

Make them feel special, invite them to events to bring
them closer to our organization

Connect!
31
Keep Connected to your Donor

Newsletters

Media stories about heartwarming outcomes made
possible by donor contributions

Facebook posting

Twitter

E-mail
32
Cause Marketing/Events
DEFINITION: Cause marketing or cause-related
marketing refers to a type of marketing involving the
cooperative efforts of a “for profit” business and a
non-profit organization for mutual benefit.
How does the nonprofit business benefit?
How does the “for profit” business benefit?
33
Meadow Gold Milk Carton Regatta
Donors/Sponsors:
Businesses that want to
be aligned to education
and families.
(Government, media,
hotel, restaurant.)
What do you you offer
your donors to align
with?
34
Development is a 2-way Stret
REMEMBER:
Just as much you search out donors, they may look at
you too to be sure they do a wise investment (their
ROI)
Donor perspective = Looking for a wise investment

Age of organization or record of success
 Mature or experienced fund development program
 Connecting people to a cause that matters to them!
 Organization with integrity
35
Donor Support: Community
Festivals of Aloha
County Wide
HTA Major Festival
Government
Foundations
Businesses
Community
In-Kind
36
Donor Support: Foundation
12th Annual Chinese New Year
Grants, Foundation, Business and in-kind
37
Donor Support: Business, Community Good
Wailuku First Friday
HTA
Businesses
Vendor Fees
In-Kind
38
Breakout Session
Share your success stories with donor recognition.
What worked for you?
39
Quick Wrap-Up

Nonprofits are businesses

Nonprofits have to consider ROI for themselves and
entire ohana.

It is important to understand what makes your
organization a uniquely good investment for a donor
or sponsor.

It is important to keep connected with donors.
40
Yuki's Resources
See handouts.
41
BROADCASTING YOUR
STORY (Branding)
Katie McMillan
42
Developing a Meaningful Brand
43
Why your brand matters.
44
What is your brand?
What is your brand?

Understanding your brand is vital to the
success of any marketing or
development campaign

It is the foundation for all of your
communications efforts
45
A brand is...
The sum total of all user experiences with
a particular product or service, building
both reputation and future expectations
of benefit
46
Branding
A brand is much more than an icon, it's a
reputation.

In the world of social media, a brand goes much
beyond one-way communication (this icon tells the
consumer, what the brand is)

A brand is a two-way relationship with the consumer
(based on reputation, consumers expect something
of the brand)
47
What does your communication really say
about your organization?
Branding is essential for nonprofit organizations.
 How will people identify
you?
 How does your
communication reflect your
core mission and the
personality of your
organization?
 How does your organization
live in the mind of your
donors?
48
The Importance of Branding
Companies and organizations invest in
building and marketing their brands for
a number of reasons, including:
 Increasing
recognition
 Establishing trust
 Building brand loyalty
49
Elements of the Brand

Brands are complex entities that are made up of
both tangible and intangible ingredients

All of these ingredients play an important role in
speaking to the consumer, communicating a
message and building an audience:
 Promise
 Personality
 Unique qualities
 Representative icons and elements
50
The Brand Promise

The benefit the brand will deliver to consumers

Fulfilling that promise is one of the most important
actions a company can take

Initially, the consumer can only go by what the brand
promises and assume that that promise will be
fulfilled

If the promise is fulfilled, the brand is strengthened
51
The Brand Personality

Personalities in the brands we buy have an impact
similar to the personalities of people that we meet

Brand personalities are often immediately judged by
how they present themselves to the public through
visual elements (discussed later) and marketing
efforts

Personalities are vital to forging an emotional bond
between brands and consumers
52
The Unique Selling Proposition

Brands need to offer something unique - something that
can differentiate them from their competitors - or brand
loyalty will be impossible to achieve

Providing a distinguishing factor gives consumers a
reason to gravitate toward them

More than one competing brand may claim the same
unique factor (such as taste)

If a brand cannot find a way to distinguish itself from
competitors, than that brand must determine whether
there is really room for it in the market
53
Image

Consumers need a visual way to identify, distinguish
and recall these messages

Image elements give consumers an easier means of
mentally categorizing each brand
 Logos
 Taglines
 Colors
 Fonts
54
Connection
When a person thinks about a nonprofit's brand,
they make the connection to the
organization's cause, which becomes the
main identifier.
They think, ‘Do I support the cause or have a
gut feeling about it? Do I have a heart for the
mission or care about it?'
Bottom line, if a person doesn't care about
the cause, they will not give to it.
55
Why do donors give?
Donors give to make good things happen, not to
support an organization.
Smart nonprofit brand communication
guidelines are packed with “You” statements,
and thin on “We” statements.
56
Are you clear about your brand?
If you are unclear about your brand, you
need to conduct a “guerilla-style” brand
audit. (see your hand out)
Branding is something you want to focus
on now. Not just before a major
campaign.
57
Branding Breakout Session
Write down answers to two questions.
58
Resources

Guerrilla Branding Audit (handout)

The New Rules of Marketing and PR:
How to Use News Releases, Blogs,
Podcasting, Viral Marketing and Online
Media to Reach Buyers Directly by
David Meerman Scott

www.philanthropyjournal.com
59
BREAK
10 minutes
Next up: Broadcasting Your Story (Online)
60
Agenda
8:30 am
Welcome & Introductions
8:45 am
Fund Development Strategy
9:45 am
BREAK & Network
10:00 am
Cultivating Return on Investment
10:40pm
Broadcasting your Story (Branding)
11:15 pm
BREAK & Network
11:30 pm
Broadcasting your Story (Online)
12:15 pm
Wrap-Up, Post-Test, Evaluations
12:30 pm
Session Ends
61
Online Broadcasting &
Fundraising for Non-profits
Sara Tekula
62
What Causes Giving Behavior?
In fundraising, you are trying to encourage the behavior
of giving.
A target behavior should be:

Specific (in one sentence: who is doing what)

Simple (something that's easy to figure out or do)

Measurable (you must be able to tell whether it
happened)
63
Psychologists know what creates behavior.
1. The triggers (Call-to-action, a cue, or a clear, prompt a well-crafted message that says "do it now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards)
Sensation – pleasure / pain
Anticipation – hope / fear
Belonging – social acceptance / social
rejection
You'll need to remember these three things – very
useful things to check in on when fund raising. (#1)
64
Fundraising Transparency Study

Having some money in the box
significantly increased giving.

When the box was empty, giving
was at its lowest.

When people saw small
donations as the norm, more
people gave; when people saw
big donations as the norm, fewer
people gave, but they gave more.

How does this data apply to your
fund development plan?
65
Bottom Line of Transparency?
We sure are social creatures! Contrary to popular
belief, donors want to be a part of successful orgs
that attract donations.
ACTION ITEM: When you fundraise, make it clear other
people are supporting you. COMMUNICATE
strategically and OFTEN.
Simple way to emulate the “Transparent Box”?
 Progress “thermometer” on your website next to a
donate button, and coordinate the giving process
 There are free pieces of code that do this for you.
 When to display thermometer? When not to?
66
67
Communication Plan






Once a year: Annual Report
Quarterly: Print Newsletter
Monthly: e-Newsletters
Weekly: Blog Posts (include images, videos)
Daily: Facebook status update/shared item
Several times daily: Twitter: 140 characters or
less
We will focus on online options.
68
The Online Giving Study




Study from Network for Good and TrueSense Marketing
(www.onlinegivingstudy.org)
Examines the online giving experience on:
 donation portals
 nonprofits’ websites
 social networks
The study covers:
 Seven-year time span (2003-2009)
 $381 million in online giving, 3.6 million gifts
 1.879 million unique donors, 66,470 different nonprofits
The Findings:
 These online tools are directly tied to donors’ likelihood of
giving more—and more often.
69
Online Donation Portal

A centralized Web site that allows
visitors to view information or donate to
a wide variety of organizations
Examples:
 networkforgood.com
 changingthepresent.org
 gofundme.com (for individuals)

Very low cost to use. (typically charging about
3 percent of each donation with no other fees.)
70
71
Opening Up
Telling your story on the web starts on your
website and grows by allowing and
encouraging others to speak about you.
72
Your website has the power to:

SHOWCASE your best qualities
 INCREASE number of donors and dollars donated
 EDUCATE audience about breadth of organization's
work (they may only know part of what you do)
 COMMUNICATE the power of your programs
 PROMOTE to increase participation/donations
 INTEGRATE work of organization into web content
 PROVIDE resources to educators and other people
who work with your end-users
 UTLIZE website as a tool for your mission and
recruitment
73
Website MUSTS for Nonprofits

First, don't get nervous if you're not web-savvy – you won't have
to do all of this yourself!

Second, know that a lot of us can do these things for you for
relatively low cost, and there is plenty of funding available organizational capacity grants to build this into your strategy.

Third, it's easy to train a staff/board member to take on some of
the functions we're about to discuss. In fact, there is very
affordable training in these areas.

TIP: try to recruit someone onto your board who is web/social
media savvy.
74
Website MUSTS for Nonprofits
1. DONATIONS: Online Giving requires an EASY TO FIND donate
button (#1 missed opportunity)
2. CONTENT: Refer to org's goals and strategy to determine
homepage and menu content – website should align with you
1. A balance of “information” and “call to action”
2. Prominently feature the end-users of your services
3. MUST HAVE dynamic content
4. It's not only promotional, it should be educational, helpful
and tell your organization's story.
3. CULTIVATE COMMUNITY: Bring energy of your community and
events to your website
1. Capture emails for e-newsletter
2. Tie-in social networks
75
How to Encourage Online Giving?
1. Start with the triggers (Call-to-action, a cue, or a
clear, prompt - a well-crafted message that says "do it
now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards)
Sensation – pleasure / pain
Anticipation – hope / fear
Belonging – social acceptance / social
rejection
Here's that slide again! #2
76
About Your Donate Page




DONATE BUTTON. If you don't have one, get
one...right away, and make donate button clear to
click
Minimize Text, More images, make it easy to read
and understand.
 Say “tax deductible” (only if you are 501c3)
 Pre-select specific donation amounts
Transparency: Show how donations are being spent
(Give examples)
Plan user navigation. After donation, direct them to
“Thank You” page w/social media buttons
77
Options for Donate Button

Donations on your webpage:
 Paypal.com
 Google

Checkout
Donation “widget” leading to donation
portals:
 networkforgood.org
78
Dynamic Online Experience

Have shareable content and share utility
 Utilize the power of influence marketing
 Offer a quality content
 Recognize people who give, and thank them
profusely online (when appropriate)
 Allow others to have the conversation about you
publicly (opportunity to recruit new stakeholders to
your social spaces.)
 Transparency means: broadcast as much about the
campaign, on the campaign site and social media, as
it happens
79
Social Media

Join the conversation happening on online.

It is a way to share, to listen and to connect.

It is a place where behavior can be observed,
changed and motivated toward action.
(Example: Tunisia, Egypt revolutions)
80
Social Media is a Necessary Tool


Nonprofits must harness the opportunity social
media presents: social media has the power to
“level the playing field”.
Social Media
 offers
you valuable tools, free of charge
 encourages others to spread the word
about you, makes it easy, builds trust and
brand awareness.
 allows you to get to know your audience,
donors, and full “Circle” better in a casual
manner.
81
Why Social Media is Attractive:

People trust “a person like me” more than
authority figures from business, government
and media

People seek an online dialogue, not one-way
advertising

Important values: Trust, transparency,
openness, honesty
82
People Listen:

AWESOME Example:
 11/12/08:
Mom posts on her blog that her
daughter needs a kidney. Blog post gets
196 comments, a flurry of Tweets.
 11/26/08: Announcement
of living donor
found, post gets 146 comments.
83
Social Media: Rules of Thumb

Be (the public version of) yourself. Be geniune.
It's like you're at a cocktail party.

Be polite. Social Media is a two way
communication medium. If you aren’t
acknowledging the input of others, you are doing
it wrong. Must listen/read/reply.

Be generous. It's all about being a helpful
human. Social Media is based on a gift
economy–you have to give before you receive.
84
Goal of Social Media for NGOs
You want people to:

DO Something. You are calling them to some
kind of action.
 THINK Something. You are sharing
something helpful or educating them.
 FEEL Something. You are building rapport
by giving them content that makes them
laugh, cry, smile, feel included, or whatever.
Never discount the value of rapport.
85
AGAIN: How do we do this?
1. Strong trigger (Call-to-action, a cue, or a clear,
prompt - a well-crafted message that says "do it
now!")
2. Focus on ability (make it easier)
3. Increase motivation (through stories and rewards)
Sensation – pleasure / pain
Anticipation – hope / fear
Belonging – social acceptance / social
rejection
Here's this slide again! (#3)
86
3 Elements of a Target Behavior
In fundraising, you are trying to encourage the behavior
of giving.
A target behavior should be:

Specific (in one sentence: who is doing what)

Simple (think small, not big, make it easy)

Measurable (you must be able to tell whether it
happened)
87
Action Taken by 80% of users as a
Result of Social Media






54% Talked to friend/family member
41% made financial contribution to
organization
34% made financial contribution to a cause
the org supports
31% volunteered for the organization
30% attended an event sponsored by org
25% Contacted elected representative
88
Social Media Tools

These are all FREE:
 Add
a blog to your website (WordPress,
Blogger, TypePad, Tumblr)
 Facebook “Page” for your organization,
designate at least one admin
 Twitter account for your organization,
connect with like-minded people
 Flickr account for photos
 Nonprofit YouTube account for video
89
What is a Blog?

A blog is an informal journal that shares true
stories, teaches, and invites the reader to
engage/comment/share.

It's important that blog titles and content contain
words that would bring your specific audience to
you. (i.e. “search words”)

Adds an all-important “dynamic” element to your
website, which would otherwise be pretty stale.
90
Facebook “Page”

Facebook: social networking platform that
have revolutionized how people and
organizations connect.

Allows company/organization/individual to
easily cultivate, curate and manage a fan
base and keeps them at your fingertips

Allows you to post events, manage RSVPs
and easily pass around links and other
dynamic info
91
Twitter “Feed”
A social networking platform that allows
people and organizations to spread info
faster and more efficiently than ever
before. (Earthquake story)
 140 characters or less
 Send links to longer content, videos,
images
 Content/links easily passed on to
others' networks with one click.

92
YouTube

Youtube.com/nonprofits

YouTube is the world's most popular
way of sharing video content

Why video on your website? It is a
dynamic thing that engages and brings
a human element into the digital realm.
93
Flickr

A very useful way to organize and share your
photos online.

A rich source of “Creative Commons” license
images

Creates embeddable slideshows

Why images on your website? We are visual
creatures!
94
Connect all of the Tools

New Photo Gallery/New Video on
YouTube....
 Embed

it into...
New Blog post on Site using keywords,
catchy titles, and a few paragraphs
 Synched
to post on ---> Facebook, Twitter
95
Maui SMUG

Maui Social Media Users Group
 mauismug.com
96
Crowd Funding
It's a form of crowd-sourcing, applied to
finance and fundraising
 Set a goal, many people help you get
there

 KickStarter
($1 million per week)
 Facebook Causes
 Indie Go Go
 Profounder
97
Why Crowdfunding?

Raising money through your awesome community of
supporters aligns you with your core support system.

You don't need to have the first clue how to raise money
from big-time investors

Capitalize on strengths: if know hundreds of people who
believe in you, who who want to connect to the work you
do, even in a small way, get a small contribution from
them.

Use tools like Facebook and Twitter to energize people,
and that will be the key to your crowdfunding success.
98
Broadcasting Breakout Session
Using all of the new data from this
section, take a small scrap of paper and
write down an effective online “Call to
Action” in 3 sentences or less.
99
Wrap Up Review: Broadcasting
To create giving behavior, make a clear
“call to action”, make the action easy to
do, and include a motivating factor.
Show everyone that others are giving
too.
 With today's communication, 3rd parties
communicating about us actually
cultivates TRUST.

100
Sara's Resources









www.OnlineGivingStudy.org
www.NetworkforGood.com
www.PayPal.com
www.YouTube.com
www.Flickr.com
www.Twitter.com
www.Facebook.com
www.Kickstarter.com
www.Changingthepresent.org
101
Test Your Knowledge

Our funder (and we!) want to know how
effective this workshop was for you.

This 5-minute Post-Workshop Quiz
helps us gauge your progress and our
success.
Mahalo.
102
Help Us Serve You Better!
Please take 5 more minutes to complete
the Workshop Evaluation so that we can
improve this and future offerings
Mahalo.
103
Thank You!
Lorraine Tamaribuchi, Hawaii Community Foundation
www.hawaiicommunityfoundation.org
[email protected]
Yuki Lei Sugimura, Connec, LLC
www.connecmaui.com
Katie McMillan, Katie McMillan Public Relations
[email protected]
Sara Tekula, Noni Films & Media and The Plant a Wish Project
www.nonifilms.com
www.plantawish.org
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Fundamental Five+
Nonprofit Capacity Training Series
Mahalo
For More Information or to Register for an
Upcoming Workshop
Leslie Mullens (808) 875-0500
[email protected]
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