Fundraising

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Fundraising Marketing 101
2007 National Convention Workshop Anne MacGlashan
and Earl Hower
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Fundraising 101
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Getting Started Part 1

• Research Where Do You Look?
• What Does the Funder Profile Tell You?
• Elements of a Proposal
• Follow-up to Proposal
• You Have the Grant Now What?

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Research Where Do You Look?

• Your Library
• The Internet
• Other Groups Lists
• Word of Mouth
• Local Influentials

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Prospect Worksheet

• Basic Information name, address
• Financial Data
• Is the Funder a Good Match?
• How Do you Apply
• Follow-up

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What Does The Profile Tell You?

• Contact information
• Fields of Interest
• Geographic Focus
• Types of Support
• Limitations
• How to Approach Them
• Officers and Trustees, Staff
• Financial Data High, Low grants
• Sample Grants

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Elements of a Proposal

• Cover Letter 1-2 pages.
• Executive Summary 1-2 paragraphs
• IWLA Background 1-3 paragraphs
• Statement of Need 1-2 pages
• Goals/Objectives bullets
• Procedures 1-2 pages
• Evaluation 1 page
• Budget 1 page

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Follow-up to Proposal

• What do guidelines say regarding notification?
• Call to make sure they received it see if they
  want to meet.
• Send updates on project as needed.

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The Answer No

• Ask why.
• Determine if you can resubmit a request and if
  so, when.
• Keep them interested on some level.

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You Have the Grant Now What?

• Review grant/donation agreement.
• Send thank you letter.
• Set up tickler system to meet reporting
  requirements.
• Set up system for reporting results.
• Invite them to event if appropriate.
• Keep copies of positive press.
• Recognize their support by other means.

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Grantors Often Used by Chapters

• IWLA Endowment
• NRA Foundation Friends of NRA State Grant
  Committees
• Wildlife Forever
• Miller Friends of the Field
• National Skeet Shooting Association
• National Wild Turkey Federation
• Pheasants Forever
• Whitetails Unlimited

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Marketing 101
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Marketing

• The process of creating, distributing,
  promoting, and pricing goods, services, and ideas
  to facilitate satisfying exchange relationships
  in a dynamic environment.

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Marketing Local Chapter Membership

• The process of creating Membership is already
  a created and an existing tangible good.

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Marketing Local Chapter Membership

• promoting Advertising, selling, and
  recruiting.
  

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Marketing Local Chapter Membership

• and pricing Dues rates and application
  processes are established, but need to be
  explained (and understood).

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Marketing Local Chapter Membership

• goods, services, and ideas Membership with
  benefits in association with a mission, an
  advocacy, on-the-ground activities/projects, and
  a common cause.

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Marketing Local Chapter Membership

• to facilitate satisfying exchange relationships
  is the provision or transfer of
  membership in exchange for something of value.

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Marketing Local Chapter Membership

• in a dynamic environment. ... in todays
  society.

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Marketing

• The process of creating, distributing,
  promoting, and pricing goods, services, and
  ideas to facilitate satisfying exchange
  relationships in a dynamic environment.

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Marketing Strategy

• A strategy for selecting and analyzing a target
  market and creating and maintaining an
  appropriate marketing mix.

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Marketing Strategy For Your Chapter

• A strategy for selecting and analyzing a target
  market How to identify and find
  like-minded conservationists.

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Marketing Strategy For Your Chapter

• and creating and maintaining an appropriate
  marketing mix. That will satisfy these people.
  (Your Marketing Plan).

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Marketing Mix

• A combination of four major sets of variables
• Product,
• Distribution,
• Promotion, and
• Price

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Marketing Plan

• A written document that specifies an
  organizations
• Resources,
• Objectives,
• Marketing Strategy, and
• Implementation.

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Chapter Membership Marketing Plan

• Resources
• Membership Committee Chair
• MDR
• Chapter Leaders
• Member Volunteers
• Paid Vendor(s)
• Media
• Others

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Chapter Membership Marketing Plan

• Objectives
• Increase Local Membership Count
• Improve Chapters Status in Community
• Enhance Fund-Raising Abilities
• Improve Member Retention

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Chapter Membership Marketing Plan

• Marketing Strategy
• Open House, Community Events, Public
  Presentations
• Media Press, Paid Ads, PSAs, Web Site, and
  Newsletters
• Membership Challenge or Contest
• Cooperative Activities and Projects
• Advocacy Within the Community
• Sponsorships

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Chapter Membership Marketing Plan

• Implementation
• Short-, Medium-, or Long-Term
• Total Buy-in and Support
• Funding (Spend Money to Make Money)
• Set Goals with Measurable Objectives

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Follow-Up To Your Plan

• Monitor Results
• Make Adjustments to Plan (If Need Be)
• Keep Good Records of What Does and Does Not Work

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Fundraising Marketing 101

• Good Luck!