MLI Institute Washington, D' C' FUNDRAISING PHILANTHROPY

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MLI InstituteWashington, D. C.FUNDRAISING /
PHILANTHROPY

• Marvalene Hughes, Ph.D.
• President
• Dillard University

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Strategies Approaches for Tough
Economic Times

• Philanthropic giving has generally stayed
  consistent through both good and bad economic
  times over the last 40 years.
• However, the current economic climate is probably
  the most volatile we have experienced since the
  depression and hence no guarantees.
• The approach and strategies for university
  fundraising, during both good and bad economic
  times, is to stay focused on the underpinnings of
  why people give!

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Keep at the forefront...

• the basics that philanthropy is about giving,
  and the key to giving is the relationship that is
  forged between people --
• people give to people.

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Keep the basics of the Seven Rs at the
forefront

• The right person asks
• The right prospect for
• The right amount in
• The right way at
• The right time for
• The right cause with
• The right follow up

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Conduct Research

• Know your potential donors
• Know their giving capacity and
• Know their interest and giving pattern.

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Refine the Case for Support

• The case for support should be refined to reflect
  current economic realities.
• By doing so, potential donors more readily
  recognize that you understand their needs or
  situation.
• You want to build on the donors affinity to you
  and your cause.
• Make your case for support and reflect such
  sentiments.

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Tough times may require tough decisions.

• Restructure your development office to emphasize
  greater collaboration, teamwork and integration
  of functions.
• Cross training of staff in annual major gifts and
  planned giving may be very important in the small
  to moderate size development office.
• In tough times, more will likely be raised by
  working collaboratively than will be raised by
  working alone.
• It will be important to deescalate competition
  between development officers and escalate the
  importance of teamwork and collaboration results.

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Cultivate

• CORPORATE STRUCTURES
• ALUMNI/AE
• STUDENTS
• BOARDS
• BOARD MEMBERS

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Enhance

• the frequency and quality of communications
  with the donor community.
• Stay on message and increase the opportunities
  to express appreciation without directly asking
  for an additional gift.

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Fundraising is all about theASK!

• ASK for what you need, yet be flexible and work
  creatively with your donor in achieving your
  mutual objectives. The art of fundraising is
  still very much about the ASK!
• Turning a No into Maybe and a Maybe into a
  Yes (Panos), as is said in New Orleans, it is
  all language.
• Succeeding in tough times means it is a little
  bit of this and a little bit of that! Be
  flexible.

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LISTENING to the DONOR

• Fundraising is and will always be about listening
  to the needs and desires of the donor.
• In troubled economic times this is particularly
  the case.
• It is not about your university, it is about the
  donor.
• Listen more and talk less, is the key slogan to
  making good on an eventual ASK!
• Donors will want to share information on their
  situation, and you will need such information to
  properly determine the amount and type of gift.

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Stay in Touch

• Make greater and more frequent use of new
  technologies for communicating and cultivating
  donors.
• Staying in contact and showing appreciation will
  lead to success in the long term, as the economy
  begins to improve.

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PLAN FOR THE FUTURE

• Plan now for the long-term by placing greater
  emphasis on deferred and planned giving (wills,
  estates, annuities, trusts).
• Integrating annual and planned giving is an
  important win-win strategy in troubled times.

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SUMMARY

• People give to people.
• Cultivate people.
• Keep to the basics by having the right person
  have the right person ask the right donor at the
  right time have the right person ask for the
  right amount.
• Revise the case for support to fit the new
  conditions of the economy.
• Do not forget to ASK for what you need.

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S U M M A R Y

• Enhance appreciation and stewardship of donor.
• Listen more, talk less!
• Plan for the long term.

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S U M M A R Y

• Use the new technologies.
• Restructure for effective teamwork.
• Build bridges with the federal government. Be
  creative!
• CULTIVATE! CULTIVATE! CULTIVATE
• Train faculty and staff
• Apply for what is needed.
• Create avenues for legislators to fund your
  needs.