‘ Milking The Cow’: Establishing, Managing and Maximising on Donor Partnerships Moses Chege

1. ‘Milking The Cow’: Establishing, Managing and Maximising on Donor Partnerships Moses Chege

2. Learning Outcomes At the end of this workshop you will be • Knowledgeable in the Ansoff matrix • Knowledgeable in the Boston matrix • A good understanding of managing donor partnerships Focus will mainly be institutional funders (bilateral,multilateral,trusts and foundations

3. Who are we? • Fundraising not the art of asking • It is the art of communication • Understanding our organizations • Describing our organizations

4. Elevator Pitch 3 Min. At the beach this evening a 10 year old boy has accidentally hit you with a ball. You see the man below walking towards you and apologises, he picks the ball and is going back to sun basking with the wife and a daughter .How would you react? Source:www.chocolatecity.com

5. Elevator Pitch 2 • Assume that you have now met him later at the hotel lobby and you would like to tell him about your work. What would you say in 60 seconds. • Share in groups

6. AIDA Approach • A: Attention –aware of your organization • I: Interest – enticing them • D: Desire – stimulating their emotions • A: Action – a call for a commitment

7. An Example Hello! My name is ___________ and I work with _____________. My organization is…………………… What we do in our community is………….. Around the world, we have accomplished … So that … (benefit to community, world, and you) We are committed to………………. Adapted from www.rotaryinternational.org

8. Rotary International Pitch • Very successful use of the elevator pitch • About 1.22 million member • Total revenue in 2010-US $ 400 million • Each member donates minimum $100 annually • Pitch on friendship and fellowship • Pitches also on networking • Community service third g Source:www.rotaryinternational.org

9. Lions Clubs International • About 1.35 million members • Total revenue in 2010 was US $ 66 million • Pitch on community service • Pitch on leadership • Pitch on network with business people • Pitch on energize and fun Source:www.lionsclubs.org

10. Did you know? • 90% donors lost through attrition • #1 to stop giving is poor communication. • #2 Over solicitation Source:Suzette Strong AFP

11. Know Your Donors –Group Work • Policies • Priorities • Procedures • Psychology • Analyze at least one target donor

12. Tell Donors what's going on • Bad news, just give it. • Don't have an answer to a querry? • Don’t overpromise-underdeliver • Some will be difficult not always

13. Understand Funders interest • Gets overlooked surprisingly often. • Don't assume what they want check • Do what they actually need.

14. Find out what funders want • Not necessarily to do more. • Keep relationships with them going • Recognize and acknowledge them • Add something they aren't expecting.

15. Turning insight into action • Innovation in approaches and services • Good visibility • Optimized and efficient operations • Timely delivery of results

16. Ansoff’s Matrix • Who he is • Theory markets/Products • Theory donors/Programs • Sell existing programs to existing donors • Sell new programs to existing donors • Sell your existing programs to new donors • Sell new programs to new donors

17. Ansoff’s Matrix

18. Boston Matrix

19. Assessing overall mix • New donors building relationship with • How many rising stars donors are you relating. • Do you have at least one cash cow. • What are you doing with your falling starts. • Falling stars & dying dogs to rising stars & cash cows?

20. Applying the Boston Matrix • Maintain relationship where RoI is declining • Enhance relationships where the RoI is on rise • Test one or two donors to enhance relationships • Track trends over time

21. Thank you for your time!