New Staff Member Orientation

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Building Blocks for a Successful Fundraising
CampaignPresented to2004 Rite Care
ConferenceNashville, TennesseeSeptember 24,
2004
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Definition

• A campaign is an organized, intensive effort of
  set duration to raise funds for the priorities of
  an organization.

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A Campaign

• is an organizational model for fund raising
• creates urgency, through deadlines
• compels the organization to establish priorities
• rallies those closest to the organization
• raises awareness
• involves people in the life of the organization
• increases the standards of giving
• creates post-campaign momentum

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Critical Success Factors

• Organization's strategic plan
• Case for support
• Campaign planning process
• Fund raising priorities
• Commitment by Board of Directors
• Commitment by key constituents

• Effective communication
• Sequential fund raising approach
• Sufficient prospect base in capability and
  interest
• Enlistment of key campaign leadership
• Resources

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Ready, Set, GO Stages of a Campaign

• Planning
• Quiet Phase
• Solicitation of Campaign Leadership
• Solicitation of Lead Gifts
• Public Phase Solicitation of General Membership
• Wrap-up Recognition Celebration

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Campaign Preparation/Planning
The beginning is the most important part of the
work...Plato

• Select Leadership
• Develop List of Prospects for Lead Gifts
• Develop Timeline
• Develop Materials

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Campaign Preparation/Planning

• Campaign Leadership
• Campaign Chairman
• Campaign Committee

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Campaign Chairmans Role

• Advocate for the campaign process
• Passionately articulate the case for
  philanthropic support
• Focus on the group of Leadership Gift prospects
• Use influence to open doors, cultivate, and
  solicit
• Serve as spokesperson for the campaign
• Enlist key campaign leadership
• Attend campaign meetings and key donor meetings
• Set a standard for giving among campaign
  leadership
• Recognize and thank donors

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Expectations of Committee Members
The members of the Campaign Committee will guide
and help implement a direct, personal fund
raising appeal to individuals or families who are
prospects for lead gifts.

• Make a personal commitment during the quiet phase
  of the campaign
• Attend a campaign orientation
• Identify individuals or families who could make a
  leadership gift to the campaign
• Make face to face calls to ask for gifts

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Campaign Preparation/Planning
Set Standards for Giving

• Lead Gifts
• Major Gifts
• General Gifts

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Campaign Preparation/Planning
Raise Sights for Giving

• Cash
• Appreciated Securities
• Irrevocable Deferred Gifts

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Gift Table5 Million Campaign
Building Blocks for a Successful Fundraising
Campaign
Rule of thumb During a campaign, it will
generally take four qualified prospects for each
single gift you hope to secure at each giving
level.
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Develop Support Materials

• The Case
• Pledge form
• Brochure
• Request letter
• Communication Plan
• Donor Recognition Plan

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?
How to Ask
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The Solicitation Process

• Identify
• Develop strategy
• Cultivate Build Relationship
• Involve
• Engage
• Ask
• Close
• Acknowledge

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Qualities of a Good Asker

• Enthusiasm
• Assertiveness
• Listener
• Empathy
• Resilience

• Patience
• Optimism
• Humor
• Candor
• Confidence

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Fundamentals of Asking for the Gift

• Know your role, your purpose, your goal
• Know the cause
• Know the case
• Know your prospect

• Acknowledge the gift
• Make the appointment
• Know what to ask for
• Handle objections
• Follow-up

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The Meeting

• Go face-to-face
• Go in pairs
• Go to their home or office
• Avoid places without privacy
• Include the spouse where appropriate
• Maintain the formality of the request

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The Meeting Agenda Getting Started

• Start with a Campaign Overview
• Confirm a level of awareness with the case for
  support
• Identify any values or concerns

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The Meeting Agenda The Ask

• Focus on the project, not the cost
• Emphasize what the Campaign will make possible
• Explain the impact on the organization and its
  programs
• Explain the importance of all gifts and broad
  participation.
• Listen for questions and excuses

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Expect Questions and Excuses

• Are you going to ask me for money?
• I dont have the money right now. Your timing
  is bad.
• Just send me the materials and the pledge form.
• I have too many commitments.
• Weve never made a gift that large.
• Does everyone HAVE to give?
• Let me think about it. . . .

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The Meeting Agenda The Close

• Most Nos, mean, Not Now
• Leave the packet of materials (Request Letter,
  Case, Pledge Form)
• Explain the deadlines
• Thank them for their time and consideration

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The Meeting Agenda The Follow-up

• Send a note of thanks, regardless of whether the
  person gives
• Report your results to Campaign Chairman

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Long-term Effect of a Successful Campaign

• Ties philanthropy to strategic direction
• Rallies those closest to the institution
• Raises community awareness and involvement
• Involves more people in the life of the
  institution
• Increases the prospect and donor base
• Increases the standard of giving
• Creates momentum and raises the base level of
  support post-campaign

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Special ThanksToMark Kimball Steve Winesett
Kay Sprinkle Grace