THE HUNGRY GAMES:
CATCHING FUNDS
Rutgers University
Temple University
University of Georgia
University of North Florida
FUNDRAISING:
AN INTRODUCTION
Jeanette M. Toohey, Director
University of North Florida
Definitions and terms
• Fundraising: people giving to people who ask on behalf
on worthy organizations.
• Prospective donors: people with linkage to your
organization (who has it?), ability to give (discretionary
funds) and interest in what you’re funding.
UNF OLLI Mission and Vision
• The mission of OLLI is to provide educational and social
opportunities to people 50 years of age and above in order that
they might grow intellectually, socially and culturally in a climate of
friendship and mutual sharing of ideas and life experiences.
Mission clarity keeps leadership decision-making focused, which in
turn, inspires donor confidence. Ask: “How might that good idea for a
program/event/activity advance our achievement of mission?”
Resources are limited. If it doesn’t demonstrate potential, why
undertake it?
• OLLI shall be the premier community of adult learners in Northeast
Florida.
Development Ladder
• Suspect to
• Prospect to
• Donor to
• Repeat donor (tipping point) to
• Upgraded donor
• Special gift donor
• Major or big gift donor
• Planned giving donor
Processes: Prospect to Donor
• Cultivation (with stewardship, 90%): educate and
friendraise before we ask for a decision to give. The
process of gradually developing the interest of a
prospective contributor through exposure to institutional
activities, people, needs and plans to the point where
the individual may consider a gift.
• Solicitation (10%): the “ask” (gift), the transaction.
• Stewardship (with cultivation, 90%): sustaining donor
affinity by demonstrating the outcomes they make
possible and deepening their affinity by communicating
opportunities for them to make a difference on an
ongoing basis.
On Giving
• Donors Give To…
• Donors Give When…
• People Fail to Give Because…
• Greatest return on investment in priority order
• Retain current donors
• Upgrade current donors
• Rebirth lapsed donors
• New donors
Chuck V. Loring
Loring, Sternberg & Associates
4 - Legged Stool of Fundraising
Chuck V. Loring
Loring, Sternberg & Associates
The Donor Pyramid
Chuck V. Loring
Loring, Sternberg & Associates
Chuck Loring's Things to Remember
• The number one reason people do not donate to your
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organization is that they were not asked.
Involvement invites investment.
Volunteers especially the board must model giving behavior for
other prospects and donors to follow.
All fundraising is local.
You may need to teach philanthropy before you can fundraise.
No donor gives away his or her last $500.00 or ($5,000.00).
You seldom get more than you ask for.
Fundraising is about building and maintaining relationships — it
is a marathon, not a sprint.
Its much easier to get more money from an existing donor than
$1.00 from a non donor.
PUTTING THE FUN
INTO FUNDRAISING
Katy Crapo, Executive Director
Tom Kenyon, President Elect
University of Georgia
OLLI@UGA Fundraising History
•Two Stories
•Friendraising & Fundraising
•The Takeaway
Halloween FUNdraiser
•First major event
•The five-ring circus
•Cost per person
•What we netted
•Volunteer Engagement
•University involvement
Halloween FUNdraiser
•Evaluation
•Lessons Learned
The Wishing Ring
•“Minor” event
•Cine′ Theater
•Involving our sponsors
•Involving the University
•Community Outreach
Fund Development Strategy Plan
• Leave a Legacy
• Annual Fund Campaign
• Special Events
• Scrip Gift Card
Leave a Legacy
• Donors have the ability to designate how their funds will
be used.
• To date every donor has designated their gift for
operational funds to be used as needed by
OLLI@UGA.
• There are currently eleven donors to the Leave a
Legacy program.
• A conservative estimate of the value of the Leave a
Legacy endowment is $300,000.
The Annual Fund Campaign
•Potential to become a
significant and dependable
source of revenue
•100 for $100
•Year round
•Two mailings
Special Events
•Halloween FUNdraiser
•The Wishing Ring
SCRIP Gift Cards
•Tremendous Potential
•How it works
•Move to Marketing
Committee
Score Card
GOAL
• Annual Fund Campaign
RESULT
$10,000
$ 7,925
• Special Events
$ 3,000
$11,112
• SCRIP Gift Card
$ 1,300
$
TOTAL
$14,500
$19,219
(as of 4/1/14)
222
Marketing Development Committee
• The purpose of the OLLI@UGA marketing committee is to
co-ordinate business related activities designed to
augment revenue that will enhance quality learning
programs and services for the members.
• Activities are to include corporate and individual
sponsorships, advertising, in-kind donations, product
sales and promotion of the benefits and services of
OLLI@UGA.
Sponsorships
Since 2012 OLLI@UGA has
raised over $75,000 in
sponsorships.
Benefits of Sponsorship
• Sponsorships offer a corporation or an individual an
opportunity to reach an audience of active, engaged older
individuals who are making important decisions that affect
their lifestyle.
• Becoming a sponsor can complement their marketing and
philanthropic plans and serve as a thoughtful way to
demonstrate their community support.
Sponsorship Levels
Sponsorships have several
levels of support, each
having an agreement which
states the specific terms of
that level.
Sponsor Recognition
• Beginning at $1,000 and going to $10,000 each
has provisions that include recognition in:
• 2 Course Catalogs
• 6 OLLI Times
• Annual Membership Directory
• Website
• Table Space at 2 Back to Class Bash Events
• Table Space at 2 Newbees Events
• Annual OLLI Art Fair
• Invitation to our Annual Meeting
Our Sponsors
• Retirement Centers
• Insurance Companies
• Real Estate Agencies
• Investment Consultants
• Banks
• Gourmet/Wine Stores
• Personal Assistants
In-Kind Sponsorships
• Sponsors can also elect to provide goods or services
instead of funds.
•
• Agreements like those used for financial support are used
for in-kind goods and services.
• For bookkeeping purposes each sponsor of in-kind goods
or services much submit an invoice of their costs.
• This fiscal year in-kind sponsorship has provide over
$12,500 in support of OLLI@UGA activities and events.
TRANSITIONING TO A
CULTURE OF GIVING
Adam Brunner, Ph.D., Director
Donna Satir, Fundraising Director
Temple University
Our History of Fundraising
• The most we raised from members in previous years was
$18,000
• Set out to raise a minimum of $20,000 in 2013/2014
• So far this year, we raised over $34,000 just from member
donations but raised a total of $49,915 (as of April 2014)
through a combination of member donations and other
strategies. This does not include the $100,000 that is
pledged to OLLI in a member’s will (a copy of the will was
presented to us in December of 2013).
Summary of Approach
Two assumptions:
• Member involvement leads to member ownership
-- when you own something you take care of it
• When you build a strong sense of community,
people care more about the community and want
it to thrive and continue
Summary of Approach
Efforts taken:
• Involved members in the process by asking for their input and
giving them roles in fundraising activities
• Held focus groups and planning meetings to educate members
about our fundraising goals and to identify doers and leaders
• Educated members on “why we are fundraising” and “why one
would donate”
• Learned what questions members had about our fundraising
activities and provided them with answers
• Created fundraising events that involved our members and
showcased their talents (note cards, talent show)
• Used our members voices to encourage giving (fundraising
brochure, Donor Spotlight in newsletter)
• Appreciated donors
Early Steps to Developing an
Infrastructure for Fundraising
• As soon as we began to consider applying for a
fundraising grant from the Osher Foundation, we were
able to identify two members to assist with the
development of the proposal (one, a seasoned fundraiser;
two, a career grant writer)
Early Steps to Developing an
Infrastructure for Fundraising
• After we received the grant, held two focus groups. Gave
overview of fundraising plan, asked questions, “What
does OLLI mean to you?”, and for suggestions on how to
raise funds.
• Rationale for focus groups –
• Begin education about fundraising goals
• Get to know people (skills and personalities)
• Non-committal way to view the landscape of support
Early Steps to Developing an
Infrastructure for Fundraising
• Wanted to develop case statement for fundraising (a
feature in our fundraising brochure)
• Sent out email asking responses to:
• How would you feel if OLLI disappeared from your life tomorrow?
• What does OLLI mean to you?
• What do you get out of participating at OLLI?
Early Steps to Developing an
Infrastructure for Fundraising
• Held two meetings to get input on potential vision and
mission statements
• Another rationale for the series of meetings (focus groups,
and these meetings) was to see which members
continued to come – who are the people committed to the
goal, who are the doers.
Early Steps to Developing an
Infrastructure for Fundraising
Fundraising brochure
Early Steps to Developing an
Infrastructure for Fundraising
Fundraising brochure (continued)
Efforts to Educate Membership and Begin
Fundraising
• Sent out letter requesting donations with a coupon
attached
What is the Value of OLLI to You?
-Without support from our members we cannot thrive
-OLLI needs financial security to adapt to ups and
downs of changing economy
-How funds will be raised?
-We need you!
Efforts to Educate Membership and Begin
Fundraising
Frequently Asked Questions:
Why do we need OLLI to become financially
sustainable and have an ongoing infrastructure for
fundraising?
Why doesn’t the membership fee cover all of our
financial needs?
Where do the donations go when OLLI at Temple
receives them and how are they managed?
Efforts to Educate Membership and Begin
Fundraising
Frequently Asked Questions:
What will we do with the funds that are raised from
members?
Will we be able to count on ongoing support from the
Bernard Osher Foundation?
Why is the sustainability of OLLI so important?
Our Fundraising Campaign
A.
Tracking Our
Progress
Our Fundraising Campaign
B. Fundraisers
• Note cards
Raised $2,134
Our Fundraising Campaign
B. Fundraisers
• Talent Show
Raised $2,371
Our Fundraising Campaign
B. Fundraisers
• Talent Show (continued)
Our Fundraising Campaign
C. Fundraisers
• In honor and in
memory cards
Raised $2,912
Our Fundraising Campaign
D. Other Fundraising
Strategies
• In honor and
in memory cards
(continued)
Our Fundraising Campaign
E. TOTAL RAISED IN FUNDRAISING
CAMPAIGN SINCE JULY 2013
$49,915
FUNDRAISING: WORKING
WITH A PROFESSIONAL
Shino John, Assoc. VP for Strategic Growth
Division of Continuing Studies
Rutgers University
OLLI – RU
• Professional fundraising
• Engaging, collaborating and cooperating with your host
institution
• Staff and volunteer roles
• Institutional policies and procedures
• Transforming donors to investors
• Human capital vs. human beings
• Asking for money
Professional Development Key Metrics
15 face to face
meetings per month
Total Proposals of
250k-1M per year
3-6 Face to Face
visits to a proposal
Closing ¼ to bring in
$100k-$500knually
(restricted and
unrestricted)
•No ask exceeding 10% of
identifiable net worth
Constituent Management
Through Information
Insight Drives Action
Donor-information as
a strategic asset
Holistic view
of the Donor /
Donor
Use every
Donor
contact as an
opportunity
to create
loyalty
Modified from Source: The CRM handbook,
PricewaterhouseCoopers
Establishing
team-based
selling as
the rule, not
the exception
Measuring
and
managing
the Donor
profitability
CRM is about collecting,
analysing and acting on
knowledge of the
constituent to give more
personal and professional
service.
It is about better managing
the enterprise around
constituents interactions and
maximising the lifetime
value of relationships.
It is about using the
Institutions knowledge of its
constituents in a consistent
and uniform way across all
departments and functions
Donor Relationship Management
Capture all Constituent communication channels
Clubs
Analytics
Trigger
Systems
Events
Peer
To
Peer
Voice
Donor
Website
Channel
Integration
Marketing
Database
Campaign
Management
Systems
Email
Print
Operational
Systems
Adopted from Andrew K. Tiedemann: New Era in Donor and Donor Communications
Management
Reporting
What is the
Differentiated
OLLI Mission?
Branding, Strategic Initiatives,
Prioritization Process
Develop
Fundraising Strategy
Implement CRM, Integrate
Communication Channels
Determine
Inclination
“Qualification”
Data/Visitation Driven
Identify
Constituents
Data Mining
Alumni, Donors and Friends
Research
Values
Data/ Visitation Driven
Volunteer Based Donor Qualification
• Each volunteer will look to qualify/meet X number of
prospects
• May choose to bring forth a proposal
• May choose to involve broader team after initial
qualification
Preparation
Strategy
Viability
Control
ROI
Preparing the Environment
Campus Visit
• Preferred meals/allergies
• Custom tours with stories
Prospect Office
• Soak it in
• What's on the wall
• What books do they have on the
desk/shelves
• How is the office décor
Gift
Attire
The Visit
To ask or not to
ask
Understanding
their lifestyle
Evidence of wealth,
generosity,
philanthropy, and
affinity
Reason to meet
again
Involvement with
other institutions
Personality
Family
Donors
Many Donors do not give is because they
are not asked.
Donors give to mission: not budgets.
Donors give to people: not places.
Donors give to institutions and individuals
they trust.
Donor Motivations
Principle 1: Determine donor motivations
through questions.
• What would you like to do with your money that
would be meaningful to you?
• What are some…?
• What projects excite you the most?
• Where do you feel…?
• What is your philosophy of philanthropy?
The Cause
Principle 2: Bridge Donor Motivations to
Cause.
• Based on what you said, can I tell you about?
• It sounds like you would be most interested in our
international programs.
• Given your desire to …, I want to share with you how
our programs are doing just that.
Donor Investment
Principle 3: The Close
• I’d like to ask you and your family to
consider a year-end gift of $25,000.
• The Program is still in the startup phase,
would you be interested in a 3-year, $50,000
gift to ensure continued success?
• It costs approximately $1 million for -----would you…
The Path to Success
Donor
History
Personal
Visit
Discover
Motivations
Bridge to
Opportunity
The Ask
NETWORK SHARING
In 60 seconds or less, share your most effective
strategy for fundraising.