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Fundraising 101. Presented by: Erin Morantz, CFRE, KCI Ketchum Canada Inc.- Consultant Heather Wardle, Seva Canada - Director of Development. Agenda. Understanding the language Understanding the fundraising environment Understanding the donor Understanding fundraising programs

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fundraising 101

Fundraising 101

Presented by:

Erin Morantz, CFRE, KCI Ketchum Canada Inc.- Consultant

Heather Wardle, Seva Canada - Director of Development

  • Understanding the language
  • Understanding the fundraising environment
  • Understanding the donor
  • Understanding fundraising programs
  • Understanding the development process
  • Understanding the role of volunteers
  • Understanding the role of information management
  • Understanding the role stewardship and recognition
  • Glimpse at how the current economic downturn is affecting philanthropy
fundraising buzz words

Annual Giving


Capital Campaign

Case statement


Direct Mail


Donor Acquisition

Donor Pyramid

Donor Retention


Gift In Kind

Major Gifts

Moves Management

Planned Giving

Prospect / Qualified Prospect






Fundraising Buzz Words
philanthropy in canada
Philanthropy in Canada
  • Over 80,000 charities in Canada
  • 6.8% gross domestic product
  • 12% of Canadians employed in the charitable sector
  • Revenues total $112 billion per year
  • 78% of individuals 15 years and older donate money to charity
wide distribution
Wide Distribution

Distribution of Support from Individual Canadians

Distribution of Charities

the statistics tell us
The statistics tell us…
  • Individual giving will be the cornerstone of successful development programs with major gifts leading the way
  • Donors are more sophisticated and want “impact” and involvement
who or what is a donor
Who or what is a donor?
  • Individuals & Families
  • Corporations / Businesses
  • Employee Groups
  • Foundations
  • Government
  • Associations/Clubs
why do people give
to demonstrate power

tax and financial planning considerations

gain influence, professional advancement

peer approval

ego gratification/self esteem

recognition from peers

identify with a worthy cause of goal

sincere desire to help/care

belief in the mission


diminish negative feelings, guilt, fear, anger

express deep emotion - grief (memorial) or Joy (commemorative)

give something back

for the joy of it.

Why do people give?
why do people give9
Why do people give?





what are donors looking for
What are Donors Looking for?
  • Positive image
  • Vision, uniqueness, urgency
  • Impact on community / society
  • Strong strategic planning / financial management
  • Prioritized needs
  • Clear description and outcomes of the project(s) to be funded
  • “Fit” with the donor
  • Sense of permanence
donor bill of rights
Donor Bill of Rights
  • Information about mission, use of donated resources and organizational leadership
  • Access to financial statements.
  • Assurance that gifts will be used as intended
  • Receive appropriate acknowledgement and recognition.
  • Assurance that gifts handled with respect and with confidentiality
  • Expect all relationships with organization be professional in nature.
  • To know if those seeking donations are volunteers, employees of the organization or hired solicitors.
  • To remove their name from mailing lists
  • Freedom to ask questions.
fund raising pyramid
Fund Raising Pyramid


Major gifts

Annual Gifts

Special Events or Fundraisers

annual gifts
Annual Gifts
  • Made from a donor’s cash flow
  • Do not require financial planning
  • Support the ongoing needs of an organization – they are the sustaining gifts
  • Many gifts at lower levels are sought
ladder of effectiveness
“Ladder of Effectiveness”
  • 1. Personal visit by a team
  • 2. Personal visit by one person
  • 3. Solicitation by personal letter with a follow-up phone call
  • 4. Solicitation by personal letter
  • 5. Group direct mail
major gifts
Major Gifts
  • Generally require thought or planning on the part of a donor
  • Fewer solicitations for larger gift amounts
  • Generally, the gifts support an organization’s long-term goals
  • Donors can be individuals, corporations or foundations
  • The key is that someone must ask for a significant gift face to face
corporate giving
Corporate Giving
  • Corporations often have established giving criteria by which they judge programs and organizations seeking support
  • They are not generally annual donors. Instead, they provide major gifts for programs and capital
  • The face of corporate giving in Canada is changing in a number of ways
corporations looking beyond dollars
Corporations Looking Beyond Dollars
  • Strategic partnerships
  • Longer timelines
  • Greater scrutiny, higher expectations
  • Need to manage competition and increase in requests
  • Their context: spotlight on corporate governance, continued increase in competition, globalization
planned giving
Planned Giving
  • Includes gifts of shares, wills and bequests, life insurance, etc…
  • Usually, only the most sophisticated organizations will have an organized planned giving program
  • However, it never hurts to make donors aware of the options for giving available to them.

The Donor Development Process






Bequests / Legacies


Planned Gifts


Endowment Campaigns


Capital and Special Campaigns

Major Gifts from Individuals,

Corporations and Foundations



Special Events


Annual Appeal, Direct Mail, Telemarketing

Small Gifts from the Public-at-Large

the constituency circle
The Constituency Circle






Employers, suppliers, successful alumni

People or organizations with similar interests

why do people volunteer
Why do people volunteer?
  • Altruism
  • Desire to make a difference
  • Desire for status
  • Employer encouraged employee
  • Desire to develop skills and expertise
  • Desire to build personal relationships
  • Because they were asked
primary function of volunteers
Primary function of Volunteers
  • Governance
    • i.e. serving on a board of directors
    • Set policy, establish direction, hire/fire CEO, ensure fiscal integrity and financial health
  • Program
    • i.e. being a Big Sister or Big Brother
    • Helping to organize a fundraising event
  • Development
    • i.e. fundraising (i.e. face to face solicitation)
staff obligation to volunteers
Staff obligation to volunteers
  • Empower
  • Lead while appearing to follow
  • Provide opportunities for meaningful volunteer work
  • Disclose appropriate information to enable them in their volunteer duties
  • Provide orientation and training
  • Provide job descriptions
  • Conduct performance evaluations/give effective feedback
  • Provide appropriate and frequent recognition
information needed
Information Needed
  • Biographical:
    • Individuals: name, address, contact #’s, spouse, employer
    • Organization: name, address, contact #’s, contact names, email address
  • Relationship to charity
    • Giving history, alumni status, volunteer involvement
  • LAI / Prospect Info
    • Link to the organization, giving ability, areas of interest, cultivation status
  • Cultivation & Solicitation Activity
    • Record of donor contact (call reports, briefing notes, action tracking, proposals submitted)
    • Recognition & stewardship provided
how is donor prospect information used
How is Donor/Prospect Information Used?
  • To identify potential donors along with their LAI (Link, Ability, Interest)
  • To track gifts for receipting and recognition purposes
  • To track giving patterns in order to determine RFA (recency, frequency, amount)
  • To track and coordinate “moves” with the prospect/donor
how is donor prospect information collected
How is Donor/Prospect Information Collected?
  • Personal contacts
  • Participation records (giving history, volunteer history, past contact between donor and charity)
  • Public information (internet, newspapers, research sites, business journals, directories)
ethics confidentiality
Ethics & Confidentiality
  • FOIPP (Freedom of information; protection of privacy)
  • APRA Code of Ethics: Confidentiality, accuracy, relevance, accountability, honesty
  • Donor Bill of Rights
  • Code of Ethical Fundraising Practices
difference between stewardship recognition
Difference between Stewardship & Recognition
  • Stewardship is the process of ensuring the donor’s gift is used as intended and that the use, impact and results of their gift are communicated back to the donor, thereby gaining their confidence
  • Recognition is one element of effective donor stewardship. Recognition can be used to honour a gift (annual) or the relationship (cumulative) or both.
recognition methods
Recognition Methods
  • Naming opportunities
  • Donor walls
  • Donor thank you events
  • Plaques/mementos
  • Thank you letters & phone calls
  • Meetings with senior leadership
stewardship methods
Stewardship Methods
  • Stewardship reports
  • Newsletters
  • Meeting with key constituents involved in the funded area.
  • Invitation to events pertaining to the funded area (i.e. ground breakings, awards ceremonies).
  • Tours

The key to good stewardship is communication.

helpful resources
Helpful resources
  • Henry A. Rosso, Achieving Excellence in Fundraising – the Bible of fundraising
  • Association of Fundraising Professionals
  • Canadian Association of Gift Planners
  • fundraising articles by Mal Warwick
more helpful links
More helpful links
  • An online gift range chart calculator
  • Ketchum Canada Inc. and publishers of Philanthropic Trends
more helpful links35
More helpful links
  • A showcase for fundraising
  • Lots of resources and tips on online fundraising