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Building Local Awareness . Getting Others to Know You Jean Campbell National Organization for Rare Disorders (NORD) Sturge-Weber Foundation Conference July 22, 2005, Hershey PA. Have a Game Plan. Make a reasonable list of what you wish to achieve

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building local awareness

Building Local Awareness

Getting Others to Know You

Jean Campbell

National Organization for Rare Disorders (NORD)

Sturge-Weber Foundation Conference

July 22, 2005, Hershey PA

have a game plan
Have a Game Plan
  • Make a reasonable list of what you wish to achieve
  • Give yourself a time frame in which to accomplish it
  • Define your target audience
  • Enlist the help of others
  • Decide on the activities/promotions
  • Put it in action/ Review the results
so what s your goal
So What’s Your Goal?
  • Bring awareness for the Sturge-Weber Foundation
  • Educate others about this condition
  • Identify new revenue sources
  • Keep Sturge-Weber in the forefront of your local area
finding the time
Finding the Time
  • Be realistic about your time.
  • Don’t be a martyr---enlist the help of others!!
  • Budget time carefully—Rome wasn’t built in a day!
  • Did I say to designate responsibilities?
  • Chose the venues that are easy to handle-KISS method
  • Get others involved-the more the merrier!
  • Coordinate with other local organizations/schools to avoid conflicts of dates—follow the good neighbor policy.
your audience is right in front of you
The Obvious



Co Workers

Relatives (close and long lost)


The Others

Friends of Friends

Residents in your Community

Uninformed Co- Workers

Anyone you haven’t spoken to yet

Supporters of related causes

Healthcare professionals

Your Audience is Right In Front of You
setting your sights on finding the donors who is going to give to my organization
Setting Your Sights on Finding the Donors! Who is going to give to my organization?
  • Individuals are the most philanthropically minded sources of revenue for charities.
  • Corporations have created various giving policies to accommodate their mission and commitment to charities.
  • Private, Community and Family Foundations are established to support a specific area of interest or to extend support to a promising charitable program
  • Surveys generally indicate that non profits receive funds from the following sources:
    • 39% from Individuals (e.g. dues, fees)
    • 31% from government sources
    • 18% from private sources (corporations, foundations)
    • 7% from other sources
    • 5% from endowments or interest earned
one person tells another person who tells another person
One person tells another personwho tells another person…..

Everyone has their own reasons for making a charitable donation

  • Makes them feel good---improving the lives of others
  • Its personal…has a connection to the cause
  • Admires the work that the charity provides to the community
  • They are a volunteer or on the board of directors
  • Like to be patted on the back!
  • Looks good on their resume
  • Doing it to please others
  • Needs that tax deduction
  • They have been asked!
Profiling and Prospecting Individual DonorsSo who are these people and how do we meet and keep them?
  • There is no such thing as a “one size fits all” donor
  • There is a ‘getting to know you’ process
  • It’s all about cultivation; making the connection; doing your homework
  • Recognize their interests; keep them in the loop; communication
  • Respect their opinions and privacy!
  • Do a bit of ‘googling’. Reading newspapers, magazines…
  • Remember Mom’s Rule: Treat others as you wish to be treated
  • Always say thank you even if they say no
how do individuals donate
How Do Individuals Donate?

General Contributions:direct mail solicitations, memorial/in honor gifts, end of the year solicitations; just because giving, manna from heaven

Membership Dues:individual, family, professional, corporate

Employer Matching Gift Program:dollar for dollar on your gift

Capital Campaign:building funds; research endowments

Workplace Campaigns:United Way, America’s Charities, ICA; either as a signed on charity or a donor’s choice write in

Planned Giving:bequests, stocks, advised funds

Special Events:auctions, dinners, dances, walkathons

Social Events:car washes, college activities, bake sales, health fairs, a-thons

On-Line Giving:Auctions; pledges, on line charity malls, shopping sites

Cause Related Activities: jewelry, apparel, accessories, beauty products, home goods

maintaining an individual database keeping up with the jones smiths campbells etc
Maintaining an Individual DatabaseKeeping up with the Jones, Smiths, Campbells, etc.
  • After identifying donors, keep track of them!
  • Create an uncomplicated database to capture personal and giving history of your donor
  • Keep on the lookout for additional people to add to your list
  • Your donor database can be the financial foundation of your organization…respect your clients and their privacy
  • Always remember to say Thank You!
corporations making the connection looking for that win win scenario
Corporations: Making the ConnectionLooking for that win-win scenario
  • Many companies have corporate giving programs or divisions with specific guidelines. Some even have foundations!
  • Find the common thread that will tie your organization’s work to the company’s mission
  • Build contacts that will help open the door: board members, clients, family, friends,
  • Become visible within your community; offer to be on a community Speakers Bureau for civic and business organizations e.g Chamber of Commerce, Rotary
  • Connect your organization to a company based on product development, use, and research
  • Ask individuals on your database to utilize their employer’s workplace giving and matching gift programs. Then thank the company for providing these valuable services
summary 10 helpful fundraising suggestions
Summary: 10 Helpful Fundraising Suggestions
  • Don’t be afraid to ask
  • Practice asking on the people that you know
  • Share your story with whomever will listen, in direct mail letters, with the media
  • Brag about your organization and how you do good things!
  • Keep your asking simple and to the point…that old KISS method
  • Do your research
  • Find who will make a good donor
  • Build your donor base. Ask your donors to help you spread the word; if they like you they won’t mind
  • Don’t get too wordy; Make it easy for a donor to give you a donation
  • Keep your donor database up to date

…… and never forget to say Thank You!