“Elements of Successful Fundraising” YMCA of Middle Tennessee Development Team Presentation By: Suzanne Iler Jan Berry Holland Youngblood-Hensley September 23, 2008
Emotional response Belief in the cause Image Marketing Sense of belonging Giving back to a cause Peer influence Enjoyment Personal experience In memory/honor of someone To set an example Pass on a legacy Spiritual reasons Empathy To make a difference Tax deductions Good seats at a sporting event Because the right person asked! What Motivates Giving?(from Fundraising for Dummies by John Mutz & Katherine Murray)
They are insecure about the organization as a whole The organization doesn’t have long-term plans They weren’t asked for the right amount There was not a request for a specific amount The spouse was not included in the request The ask was fundraiser driven They aren’t motivated by the cause They are not a part of a culture of giving They have compassion fatigue They weren’t asked They are unhappy with the organization’s financial integrity Their interests and priorities have changed Mismatch of interest No sense of urgency Nobody said “Thank You” the last time They no longer have the resources to give They didn’t like the manner in which they were approached They don’t have confidence in the leadership of the organization Why Donors Don’t Give?(from Fundraising for Dummies by J. Mutz & K. Murray & The Artful Journey by B. Sturtevant)
Maximizing Your Results(Effective Practices Listed Most Effective to Least Effective) • Personal visit by team of two volunteers • One-on-one personal visit • Personal letter followed by a phone call • Personal phone call to someone you know • Personal letter without follow-up phone call • Phone call to someone you don’t know • Form letter • Brochure sent as a direct mail piece • Article in institution newsletter or magazine • News carried in mass media • Advertising in newspaper, radio, TV, magazine • Other forms of communication (posters, billboards, etc.)
Cultivation Cycle • Identification • Information • Awareness • Understanding • Caring • Involvement • Commitment – Identify prospective donors. – Present your case, set your goals, gather materials to present to the prospect. – Communicate and be articulate in describing your case. – Answer any questions the prospective donor may have, be honest. – Find the donor’s passion (share with you are doing and you can see in their eyes what excites them about your case). – Invite them to invest. – Ask them for their pledge.
Annual Campaign 101 • What does the annual campaign support? The YMCA annual giving campaign raises funds needed to keep the YMCA and its services available to all, regardless of income or ability to pay. • Where does the money go? All money raised is used to support the YMCA’s life changing programs for children, youth, adults, seniors and families in our communities. • Why is the campaign even necessary? The need for financial assistance is increasing every year and YMCA membership dues only cover the day-to-day operational expenses of our facilities. The YMCA annual giving campaign raises funds needed to keep the YMCA and its services available to all, regardless of income or ability to pay. All money raised is used to support the YMCA’s life changing programs for children, youth, adults, seniors and families in our communities. The need for financial assistance is increasing every year and YMCA membership dues only cover the day-to-day operational expenses of our facilities.
Moves Management • Top 20 Relationships • Philanthropic Minded • Passion for/Connected to Your Organization • Means to Make a Major Gift
Are These Moves? • Taking a Donor on a Golf Outing? • Form Letter? • Organization Newsletter? • Impromptu/Unplanned Meeting?
Good Examples of Moves • Secure an Awareness Tour of Your Program • Set a Meeting for a Prospect to Hear a Testimonial from a Program Participant • Send a News Article on Statistics Related to Your Program and a Personal Note on the Work Your Organization is doing in this Area
Awareness Tours(A Key part of the cultivation process...) • Volunteer Involvement • Staff Organization • Formal Timeframe/Scripting • Attention to detail, go the extra mile • Welcome • Tour by key staff • Program presentations • Testimonials • Q&A (Vital!) • Departure/Closing • Follow-up
The Ask… • Always ask for a specific amount • If at all possible, ask in person • Make sure it is the correct project • Make sure the correct person is asking • Ask for the gift and then LET THE DONOR TALK!
Anatomy of a Solicitation(By Bill Sturtevant as presented in “Seize the Opportunity”) **Redundancy is your friend!** The solicitation should take no more than 15 minutes (11 min. or less is ideal) You must have the “3 Rights”… • Right Case • Right Timing • Right Caller • Preliminaries • Opening/Introduction (1.5 minutes or 10% of your time) CAUTION: BE CAREFUL NOT TO LOSE THE DONOR DURING THE PRESENTATION SECTION – IT’S EASY BECAUSE YOU’RE THE ONE DOING THE TALKING. • Presentation (6 minutes or 40% of your time) • Negotiation (6 minutes or 40% of your time) • Closing (1.5 minutes or 10% of your time)
There Are Four Types of “No”(According to Bill Sturtevant) A Permanent “No” No, not now.– Yes during the right time No, not that project.– Yes to a different project No, that’s a bit much.– Yes to a smaller amount
Prerequisites for a Successful Capital Campaign • Strong Board • Strong CEO/Executive • Strong Image • Strong Programs • Strong Strategic Plan • Strong Financial Position • Strong Current Support Campaign • Strong Case for Support
Key Components for a SuccessfulCapital Campaign • Marketing Study • Feasibility Study • Key Campaign Leadership • Lead Gift • Silent Phase • Community Phase • Groundbreaking • Dedication/Ribbon Cutting
Importance of YMCA Foundation • History • Supplements annual revenue stream • Programs it Supports • Benefits
Examples of Gifts to Foundation Endowment Gift of $13,000 allows 10 kids to participate in youth sports at Scottsville YMCA each year.
Examples of Gifts to Foundation An Endowment Gift of $28,500 enables 10 kids to participate in Summer Specialty Camp at Maddox each year.
Endowment Gifts Perpetuate Your Annual Giving Endowment Gift of $14,000 generates revenue to perpetuate your $500 annual gift. Endowment Gift of $28,600 generates revenue to perpetuate your $1,000 annual gift.
Endowment Gifts Perpetuate Your Annual Giving Endowment Gift of $71,500 generates revenue to perpetuate your $2,500 annual gift.
What is a Planned Gift? A planned gift is something other than an outright gift. It takes a bit more planning and thus is often thought of as complex (but it isn’t always). Another name for a planned gift is a “deferred gift” because the charity typically receives the gift years after the planning has taken place.
Goals • Short term – Vision 2020 Expectancies = $15,000,000 • Long Term – Assets + Expectancies = Operating Budget by 2020 (currently $90,000,000)
Planned Giving Fun Facts • Average age of one’s first will: • Average age of first bequest: n% of bequest donors who also made cash gifts to the charity:
MORE FUN FACTS • % of Bequest Donors who leave gifts to more than one charity: • % of Bequest Donors who don’t notify the charity of their bequest:
Estate Tax is only Voluntary Tax • It’s perfectly OK to arrange your estate so as to avoid estate taxes. That’s why this is considered a “voluntary tax”. • If you don’t take steps to leave your money to your family, your church, and/or your charities, the government will gladly take it.
How can you help? • Assist with Prospect Identification • Ideal Prospects Long Term Involvement Passion for Y’s Mission • Share Prospect Names with Development Director
Vision 2020 Mission: A worldwide charitable fellowship united by a common loyalty to Jesus Christ for the purpose of helping persons grow in spirit, mind and body. Commitment: We build strong kids, strong families and strong communities. Values: Caring, Honesty, Respect and Responsibility Vision: To be a source of strength to our community by providing an environment where people of all ages, faiths, races, backgrounds and abilities work toward achieving their God-given fullest potential, building friendships and experiencing the joy of helping others. We will fulfill this vision by: • Increasing Availability to All • Developing Youth and Teens. Inspiring Healthier Lifestyles • Deepening Member and Community Involvement • Ensuring Our Legacy Serving Nashville and Middle Tennessee since 1875
Vision 2020 • Initial Goal Range: $51 million to $58 million (October 2004) • Updated Goal Range: $75 million • Begin process of evaluating Phase II Vision 2020 Campaign projects
Campaign Co-Chairs Treasurer Secretary Board Chair Past Board Chair Cabinet Members Downtown Vice-Chairs Camp Vice-Chairs Maddox Vice-Chairs Northwest Vice-Chairs Youth Development Vice-Chairs Planned Giving Vice-Chairs Camp Steering Committee Downtown Steering Committee Maddox Steering Committee Northwest Steering Committee Youth Development Steering Committee Planned Giving Steering Committee Volunteer Structure
Effective Acknowledgement System • Be Prompt • Be Personable • Be Perfect
10 Ways to Say Thank You • Conduct a Thank-a-Thon • Mark birthdays, anniversaries or other special occasions • Make note of hobbies and interests • Send updates with photos particular to the project that the donor supported • Involve the donor by giving him/her the opportunity to volunteer, serve on a committee or on the board • Ask for the donor’s advice • Invite the donors back for a tour • Make note of any media coverage • Send the donor cards from kids or program participants • Send news releases on your volunteer leadership (board, campaign, etc.) to the local media
Secrets for Success • It’s all about the donors • It’s also about communicating with those donors • Stewardship is king • Spread the responsibilities • Never, never quit building • Integrity • Listening the Gift
Doug Lawson “Philanthropy is the mystical mingling of a joyful giver, an artful asker, and a grateful recipient, in which all three – the joyful giver, the artful asker and the grateful recipient – benefit from the experience” - Doug Lawson
Contact Information Suzanne S. Iler Vice President of Planned Giving YMCA of Middle Tennessee 900 Church Street Nashville, TN 37203 615-259-9622 firstname.lastname@example.org Jan Berry Sr. Regional Development Director Rutherford County Family YMCA 205 North Thompson Ln. Murfreesboro, TN 37129 615-895-5995 email@example.com Holland Youngblood-Hensley Development Services Director YMCA of Middle Tennessee 900 Church Street Nashville, TN 37203 615-259-9622 firstname.lastname@example.org