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Is your Fundraising
Strategic or Ad-hoc?
Presented by
Wayne McKenzie CFRE FFINZ
Senior Consultant
Global Philanthropic, NZ
If you don’t
know where
you’re coming
from,
you won’t
know where
you’re going.
Ancient proverb
If you aim at nothing …
If you aim at nothing …
… you may hit anything
or nothing
Do you just
pick the fruit,
or do you
tend the
orchard?
A. Effective and Efficient?
B. How to review and develop your program
C. Three important questions
D. Six essentials for success
IS YOUR FUNDRAISING…
STRATEGIC OR AD-HOC?
A.
Effective and Efficient?
1. What the CEO wants
2. What the CFO wants
A. Effective and Efficient?
- More dollars in
- Lower costs
Which is better?
A. Fundraising that costs 5%
B. Fundraising that costs 35%
A. Effective and Efficient?
0
20000
40000
60000
80000
100000
5
35
Spend Net
35% $35,000 $100,000 $65,000
% Spend Raise Net
5% $1,000 $20,000 $19,000
1. What you want… and need…
• A fundraising plan arising from the
organisation strategic plan
• Fundraising that’s strategic not reactive (to
Board, CEO, staff requests, ad hoc projects
and ideas…)
2. What drives your fundraising plan?
3. Is your Case for Support derived from your
mission or project driven?
A. Effective and Efficient?
B.
Start with a Review
1. Fundraising assets
2. Fundraising results
3. Fundraising SWOT
4. Fundraising Audit
B. Start with a Review
1. Fundraising assets – list them
• What do you have in your favour?
• Experience
• Traditions
• Leadership
• Board support
• Major donors
• Volunteers
• Fg Programs
• Service delivery
• …
B. Start with a Review
0
20
40
60
80
100
120
140
160
180
yr1 yr2 yr3 Yr4 yr5
AAA
BBB
CCC
2. Fundraising results – analyse them
What can you deduct from the results?
B. Start with a Review
2. Fundraising results – analyse them
Are projections realistic & attainable?
B. Start with a Review
0
100
200
300
400
500
600
700
yr1 yr2 yr3 Yr4 yr5 yr6 yr7
3. Fundraising SWOT
• Strengths
• Weaknesses
• Opportunities
• Threats
B. Start with a Review
4. Fundraising Audit – self assessment tool
B. Start with a Review
Audit
Modules
Governance
Environment
External
Environment
Fundraising
Track
Record
Constituency
Analysis
Program
Maturity
Donor
Perspective
Fundraising
Culture
Resource
Availability
Based on commonly
accepted
competencies
Each of eight modules
contains 10 best practice
statements
Each statement suggests
a theory, concept,
strategy or best practice
important to overall
success of a
comprehensive fund
development program
• Better understanding of comprehensive, integrated fund
development
• Compare your program with best practice
• Create common goals and strategic direction
• Build team work
• Establish priorities for improvement
• Identify gaps, issues, challenges that should be addressed
Purpose and benefits you can expect
FUNDRAISING AUDIT
URGENT –
significant
improvement
required
IMPORTANT –
look for
incremental
improvement
NOT VALUED &
NOT DONE –
no need to be
overly concerned
GETS DONE BUT
NOT SURE OF IT’S
VALUE –
discussion required
FUNDRAISING AUDIT
An effective fund development program can only
be created within a supportive and enabling
organisation.
The leadership that the Board or Council
demonstrates is critical to both short-term success
and long-term evolution towards a mature,
balanced and successful fund development
program.
AUDIT MODULE 1
Governance Environment
Questions include…
• Senior Fundraiser participates in strategic planning
of organisation
• Board members are donors
• Board sets fundraising policies
• …
AUDIT MODULE 1
Governance Environment
GOVERNANCE ENVIRONMENT - SUMMARY
=
Individuals
=
Average
Findings
• Should we? Very high hopes and expectations
• Do we? Much lower with wide range of responses
Recommendations
• Involve fundraising manager in strategic planning
• Monitor fundraising performance
• Participate in fundraising process
• Establish fundraising policies
AUDIT MODULE 1
Governance Environment
C.
Three important
Questions
1. Why?
2. Who?
3. How?
C. Three important questions
• do you need the money?
• will you get it from?
• will you go about that?
• To fill the gap
between income
and expenditure
Fees
Investments
Govt
Fundraising
WHY?
ANSWER A
• To do fantastic
work to meet
human need
WHY?
ANSWER B
D.
Six Essentials for
Success
1. Urgent compelling case for support
2. Clear justification of needs
3. Sufficient donor & volunteer prospects
4. Effective and inspirational leaders
5. Adequate infrastructure & resources
6. Strategy for implementation
D. Six Essentials for Success
1. Urgent compelling case for support
D. Six Essentials for Success
Your
Case
for
Support
A. What do you need the money
for?
B. What specific work will you do
to fulfil your vision/mission?
C. What difference will you make?
D. Is this the best way?
E. Are others doing it better?
1. Urgent compelling case for support
Internal Statement
• Mission
• Goals
• Objectives
• Programs & Services
• Governance
• Staffing
• Facilities or mechanics of service delivery
• Finances
• Strategic planning and program evaluation
• History
D. Six Essentials for Success
1. Urgent compelling case for support
For a specific campaign or project
• The Problem or Need
• The Vision
• The Solution
• The Cost
• The Ask
D. Six Essentials for Success
1. Urgent compelling case for support
D. Six Essentials for Success
It’s not about you
It’s not about you
It’s not about you
It’s not about you
It’s about what you do
& the people you help
... and …
it’s about your donors
helping to make the world a
better place.
2. Clear justification of needs
• important
• urgent
• relevant
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
D. Six Essentials for Success
“We should just
ask anybody, or
everybody”
3. Sufficient donor & volunteer prospects
Review - How many donors not just dollars
• Increasing or decreasing? What can you do
about that?
• Who supports you now? How acquired?
• Who could support you? How to identify and
reach them?
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
How do you find new prospects currently?
 … … …
 … … …
 … … …
 … … …
 … … …
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
Finding new Prospects
D. Six Essentials for Success
Board
Major Donors
Management
Spec staff
Constituency
Circles
Start with
those who are
closest, most
interested &
committed?
3. Sufficient donor & volunteer prospects
Finding new Prospects
Research based prospecting
a. Surveys
b. Focus groups
c. Who do you know/relationships: Board, staff, donors
d. Exercise: Organisation - what/why/who?
e. Data wealth screening (esp for major gift prospects)
f. New prospect research, based on criteria
g. Campaign Feasibility or Planning Study interviews
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
Research equips you for success
Enables you to:
A. Develop a plan
B. Establish priorities
C. Determine where best to invest time
D. Determine the best people to ask
E. The best approach for asking
F. How much to ask
G. Create and nurture relationships
D. Six Essentials for Success
• Imagine you are seated with a potential
donor and about to ask for $50,000 for the
new …
• You panic that you don’t have enough
information.
• What do you wish you knew?
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
Research: what do you wish you knew
• Linkage – to the organisation
• Interest – in the cause
• Ability – to give
• History of giving
• Family background/interests/connections
• What questions s/he might have
• …
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
Research: what do you wish you knew
The Ideal Prospect
D. Six Essentials for Success
Linkage
Interest
Ability
History
Identify,
Research
& Qualify
Inform &
Involve
Test &
Establish
Project
Interest
Ask &
Confirm
Thank, Do
& Report
Progress
D. Six Essentials for Success
3. Sufficient donor & volunteer prospects
Research:
When do you use the info?
4. Effective and inspirational leaders
D. Six Essentials for Success
5. Adequate infrastructure & resources:
• staff
• funds
• facilities
• technology
D. Six Essentials for Success
6. Strategy for implementation
• Fundraising mix
• ROI
• Measurement indicators
• Policies
• Data & info management
D. Six Essentials for Success
Funding Mix – income streams
Vulnerable Less
Vulnerable
FUNDRAISING MIX
Funding Mix – income streams
How many legs does a stool need?
FUNDRAISING MIX
Funding Mix – income streams
How many legs does your fundraising have?
Annual Major Gifts
(& Campaigns)
BequestsProgram
Purpose
Source
Ongoing
programs
Projects,
Buildings,
endowment
Annual,
capital,
endowment
Current
income
Income or
Assets
Estate
Exercise
Place these in ROI order
A. Events
B. Bequests
C. Lotteries/Art Unions
D. Direct Mail
E. Major Gifts
F. Company Sponsorships
G. Campaigns
6. Strategy: Return on Investment
D. Six Essentials for Success
Exercise
How would you allocate Fg staff duties
across these roles? Draw a pie chart and
show %.
A. Bequest promotion
B. Event planning and support
C. Direct Mail Appeals
D. Major Gift cultivation and solicitation
E. Build & maintaining the database
6. Strategy: Return on Investment
D. Six Essentials for Success
Key Indicators for measurement and reporting
1. Performance against target
2. Cash banked
3. Funds raised (new commitments this term)
4. Outstanding pledges by year (future income)
5. Contact reports
6. Bequest intentions
7. Major donors/prospects managed
8. Bequest prospects managed
6. Strategy: Measurement
D. Six Essentials for Success
• Combination of current, future and lagging
indicators
• Combination of results and activities
• If in campaign, plot against timeline
• For Annual Fund/Direct Mail report on
o Total $ raised (gross & net)
o No. of donors
o % donors renewed
o Median gift
6. Strategy: Measurement
D. Six Essentials for Success
• Gift acceptance
• Naming opportunities
• Donor acknowledgement and recognition
• Database entry and data management
• Contact reporting
• Appeal/Project selection and info required
• Bequest policy/procedure
• Sponsorship policy/procedure
6. Strategy: Policies & Procedures
D. Six Essentials for Success
Questions?
YOUR FUNDRAISING …
STRATEGIC OR AD-HOC?
Wayne McKenzie FFINZ CFRE
Senior Consultant
GLOBAL PHILANTHROPIC
Ph +64 274 929 636
E w.m@globalphilanthropic.com
www.globalphilanthropic.com

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Is your fundraising strategic or ad-hoc?

  • 1. Is your Fundraising Strategic or Ad-hoc? Presented by Wayne McKenzie CFRE FFINZ Senior Consultant Global Philanthropic, NZ
  • 2. If you don’t know where you’re coming from, you won’t know where you’re going. Ancient proverb
  • 3. If you aim at nothing …
  • 4. If you aim at nothing … … you may hit anything or nothing
  • 5. Do you just pick the fruit, or do you tend the orchard?
  • 6. A. Effective and Efficient? B. How to review and develop your program C. Three important questions D. Six essentials for success IS YOUR FUNDRAISING… STRATEGIC OR AD-HOC?
  • 8. 1. What the CEO wants 2. What the CFO wants A. Effective and Efficient? - More dollars in - Lower costs
  • 9. Which is better? A. Fundraising that costs 5% B. Fundraising that costs 35% A. Effective and Efficient? 0 20000 40000 60000 80000 100000 5 35 Spend Net 35% $35,000 $100,000 $65,000 % Spend Raise Net 5% $1,000 $20,000 $19,000
  • 10. 1. What you want… and need… • A fundraising plan arising from the organisation strategic plan • Fundraising that’s strategic not reactive (to Board, CEO, staff requests, ad hoc projects and ideas…) 2. What drives your fundraising plan? 3. Is your Case for Support derived from your mission or project driven? A. Effective and Efficient?
  • 11. B. Start with a Review
  • 12. 1. Fundraising assets 2. Fundraising results 3. Fundraising SWOT 4. Fundraising Audit B. Start with a Review
  • 13. 1. Fundraising assets – list them • What do you have in your favour? • Experience • Traditions • Leadership • Board support • Major donors • Volunteers • Fg Programs • Service delivery • … B. Start with a Review
  • 14. 0 20 40 60 80 100 120 140 160 180 yr1 yr2 yr3 Yr4 yr5 AAA BBB CCC 2. Fundraising results – analyse them What can you deduct from the results? B. Start with a Review
  • 15. 2. Fundraising results – analyse them Are projections realistic & attainable? B. Start with a Review 0 100 200 300 400 500 600 700 yr1 yr2 yr3 Yr4 yr5 yr6 yr7
  • 16. 3. Fundraising SWOT • Strengths • Weaknesses • Opportunities • Threats B. Start with a Review
  • 17. 4. Fundraising Audit – self assessment tool B. Start with a Review Audit Modules Governance Environment External Environment Fundraising Track Record Constituency Analysis Program Maturity Donor Perspective Fundraising Culture Resource Availability Based on commonly accepted competencies Each of eight modules contains 10 best practice statements Each statement suggests a theory, concept, strategy or best practice important to overall success of a comprehensive fund development program
  • 18. • Better understanding of comprehensive, integrated fund development • Compare your program with best practice • Create common goals and strategic direction • Build team work • Establish priorities for improvement • Identify gaps, issues, challenges that should be addressed Purpose and benefits you can expect FUNDRAISING AUDIT
  • 19. URGENT – significant improvement required IMPORTANT – look for incremental improvement NOT VALUED & NOT DONE – no need to be overly concerned GETS DONE BUT NOT SURE OF IT’S VALUE – discussion required FUNDRAISING AUDIT
  • 20. An effective fund development program can only be created within a supportive and enabling organisation. The leadership that the Board or Council demonstrates is critical to both short-term success and long-term evolution towards a mature, balanced and successful fund development program. AUDIT MODULE 1 Governance Environment
  • 21. Questions include… • Senior Fundraiser participates in strategic planning of organisation • Board members are donors • Board sets fundraising policies • … AUDIT MODULE 1 Governance Environment
  • 22. GOVERNANCE ENVIRONMENT - SUMMARY = Individuals = Average
  • 23. Findings • Should we? Very high hopes and expectations • Do we? Much lower with wide range of responses Recommendations • Involve fundraising manager in strategic planning • Monitor fundraising performance • Participate in fundraising process • Establish fundraising policies AUDIT MODULE 1 Governance Environment
  • 25. 1. Why? 2. Who? 3. How? C. Three important questions • do you need the money? • will you get it from? • will you go about that?
  • 26. • To fill the gap between income and expenditure Fees Investments Govt Fundraising WHY? ANSWER A
  • 27. • To do fantastic work to meet human need WHY? ANSWER B
  • 29. 1. Urgent compelling case for support 2. Clear justification of needs 3. Sufficient donor & volunteer prospects 4. Effective and inspirational leaders 5. Adequate infrastructure & resources 6. Strategy for implementation D. Six Essentials for Success
  • 30. 1. Urgent compelling case for support D. Six Essentials for Success Your Case for Support A. What do you need the money for? B. What specific work will you do to fulfil your vision/mission? C. What difference will you make? D. Is this the best way? E. Are others doing it better?
  • 31. 1. Urgent compelling case for support Internal Statement • Mission • Goals • Objectives • Programs & Services • Governance • Staffing • Facilities or mechanics of service delivery • Finances • Strategic planning and program evaluation • History D. Six Essentials for Success
  • 32. 1. Urgent compelling case for support For a specific campaign or project • The Problem or Need • The Vision • The Solution • The Cost • The Ask D. Six Essentials for Success
  • 33. 1. Urgent compelling case for support D. Six Essentials for Success It’s not about you It’s not about you It’s not about you It’s not about you It’s about what you do & the people you help ... and … it’s about your donors helping to make the world a better place.
  • 34. 2. Clear justification of needs • important • urgent • relevant D. Six Essentials for Success
  • 35. 3. Sufficient donor & volunteer prospects D. Six Essentials for Success “We should just ask anybody, or everybody”
  • 36. 3. Sufficient donor & volunteer prospects Review - How many donors not just dollars • Increasing or decreasing? What can you do about that? • Who supports you now? How acquired? • Who could support you? How to identify and reach them? D. Six Essentials for Success
  • 37. 3. Sufficient donor & volunteer prospects How do you find new prospects currently?  … … …  … … …  … … …  … … …  … … … D. Six Essentials for Success
  • 38. 3. Sufficient donor & volunteer prospects Finding new Prospects D. Six Essentials for Success Board Major Donors Management Spec staff Constituency Circles Start with those who are closest, most interested & committed?
  • 39. 3. Sufficient donor & volunteer prospects Finding new Prospects Research based prospecting a. Surveys b. Focus groups c. Who do you know/relationships: Board, staff, donors d. Exercise: Organisation - what/why/who? e. Data wealth screening (esp for major gift prospects) f. New prospect research, based on criteria g. Campaign Feasibility or Planning Study interviews D. Six Essentials for Success
  • 40. 3. Sufficient donor & volunteer prospects Research equips you for success Enables you to: A. Develop a plan B. Establish priorities C. Determine where best to invest time D. Determine the best people to ask E. The best approach for asking F. How much to ask G. Create and nurture relationships D. Six Essentials for Success
  • 41. • Imagine you are seated with a potential donor and about to ask for $50,000 for the new … • You panic that you don’t have enough information. • What do you wish you knew? D. Six Essentials for Success 3. Sufficient donor & volunteer prospects Research: what do you wish you knew
  • 42. • Linkage – to the organisation • Interest – in the cause • Ability – to give • History of giving • Family background/interests/connections • What questions s/he might have • … D. Six Essentials for Success 3. Sufficient donor & volunteer prospects Research: what do you wish you knew
  • 43. The Ideal Prospect D. Six Essentials for Success Linkage Interest Ability History
  • 44. Identify, Research & Qualify Inform & Involve Test & Establish Project Interest Ask & Confirm Thank, Do & Report Progress D. Six Essentials for Success 3. Sufficient donor & volunteer prospects Research: When do you use the info?
  • 45. 4. Effective and inspirational leaders D. Six Essentials for Success
  • 46. 5. Adequate infrastructure & resources: • staff • funds • facilities • technology D. Six Essentials for Success
  • 47. 6. Strategy for implementation • Fundraising mix • ROI • Measurement indicators • Policies • Data & info management D. Six Essentials for Success
  • 48. Funding Mix – income streams Vulnerable Less Vulnerable FUNDRAISING MIX
  • 49. Funding Mix – income streams How many legs does a stool need? FUNDRAISING MIX
  • 50. Funding Mix – income streams How many legs does your fundraising have? Annual Major Gifts (& Campaigns) BequestsProgram Purpose Source Ongoing programs Projects, Buildings, endowment Annual, capital, endowment Current income Income or Assets Estate
  • 51. Exercise Place these in ROI order A. Events B. Bequests C. Lotteries/Art Unions D. Direct Mail E. Major Gifts F. Company Sponsorships G. Campaigns 6. Strategy: Return on Investment D. Six Essentials for Success
  • 52. Exercise How would you allocate Fg staff duties across these roles? Draw a pie chart and show %. A. Bequest promotion B. Event planning and support C. Direct Mail Appeals D. Major Gift cultivation and solicitation E. Build & maintaining the database 6. Strategy: Return on Investment D. Six Essentials for Success
  • 53. Key Indicators for measurement and reporting 1. Performance against target 2. Cash banked 3. Funds raised (new commitments this term) 4. Outstanding pledges by year (future income) 5. Contact reports 6. Bequest intentions 7. Major donors/prospects managed 8. Bequest prospects managed 6. Strategy: Measurement D. Six Essentials for Success
  • 54. • Combination of current, future and lagging indicators • Combination of results and activities • If in campaign, plot against timeline • For Annual Fund/Direct Mail report on o Total $ raised (gross & net) o No. of donors o % donors renewed o Median gift 6. Strategy: Measurement D. Six Essentials for Success
  • 55. • Gift acceptance • Naming opportunities • Donor acknowledgement and recognition • Database entry and data management • Contact reporting • Appeal/Project selection and info required • Bequest policy/procedure • Sponsorship policy/procedure 6. Strategy: Policies & Procedures D. Six Essentials for Success
  • 57. Wayne McKenzie FFINZ CFRE Senior Consultant GLOBAL PHILANTHROPIC Ph +64 274 929 636 E w.m@globalphilanthropic.com www.globalphilanthropic.com