CAMPAIGNER HANDBOOK
January 24, 2013
OVERVIEW
YMCA OF SAN DIEGO COUNTY
The YMCA of San Diego County is dedicated to improving the quality of life
and to helping all people realize their fullest potential as children of God
through the development of the spirit, mind and body. The YMCA is for
everyone regardless of age, race, religion or financial situation.
The YMCA is a cause-driven charitable organization, designated as a 501 (c) (3)
organization by the IRS. Strengthening communities is our cause with our focus on
youth development, healthy living and social responsibility.
At the Y, we believe that lasting personal and social change happens when we all
work together. Every day, we work side-by-side with our neighbors to make sure
that everyone, regardless of age, income or background has the opportunity to be
healthy, confident, connected and secure.
The YMCA is recognized as a charity because of the nearly $5.0 million in programs
and services that it gives back to over 10,000 individuals and families in the
communities we serve.
WHAT IS THE Y’S ANNUAL GIVING CAMPAIGN?
Each year, the YMCA of San Diego County conducts a fundraising campaign known
as The Annual Giving Campaign to help make our mission a reality.
For decades, the Y has pledged to turn no one away from its programs and services
due to an inability to pay the regular fees for those activities. One way our YMCA
honors that pledge is with the charitable support raised from our members and our
community.
The YMCA Annual Giving Campaign is a coordinated, community-wide effort
throughout our YMCA branches and service sites. There are over 250 YMCA
Campaign Volunteers just at your YMCA branch, just like you, engaged in this
campaign across the community.
When you give to the Y, you are funding life-changing programs that help children,
adults and families in our community to learn, grow and thrive. Without the
financial support of our donors through the Annual Giving Campaign, we could not
fulfill our promise that the Y is FOR ALL.
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THANK YOU FOR VOLUNTEERING
Without your personal story, participation and time, we could not conduct a
successful Annual Giving Campaign. We thank you for helping us build
relationships in our community, for your willingness to share stories and open our
doors to everyone regardless of their ability to pay. Your contributions of time,
talents and treasures are greatly appreciated.
RESPONSIBILITIES OF A CAMPAIGNER
Every YMCA volunteer is an integral part of the team that, together, will raise
money for the YMCA Annual Giving Campaign
1. Make your gift first!
It is important to lead by example; and it makes it easier for you to explain
why someone else should support the mission when you have done so
yourself.
2. Learn as much as you can about the YMCA, its mission, programs and
services.
3. Identify 8-10 prospects to personally approach during the solicitation
period.
4. Attend a Campaigner Success Workshop and campaign kickoff
celebration.
5. Make your contacts and tell your YMCA story with enthusiasm.
6. Share your success by reporting your results to your branch or
volunteer leader.
Your branch’s Annual Giving Campaign depends on you to
reach into your personal network and share with them the
impact YMCA programs and services have on individuals in
our community.
Remember that you represent the YMCA to those you visit.
Their perception of the YMCA’s work will be based on how
you present the case for support. Let your passion for the Y
and your belief in its mission spark your prospect’s interest.
The reason most people do not give to a particular
charitable organizations is because they have never been
asked. As a Campaigner, you will increase the awareness of
the YMCA’s mission in our community and raise funds to
ensure that more people benefit from the Y’s programs and
services.
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TOP TEN REASONS PEOPLE GIVE
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Because charitable gifts are tax deductable.
Because it makes them feel good to do something for others in their
community.
Because of the desire to protect others and make their community a
better place.
Because they feel morally or socially obligated to do something for
people in need.
Because you demonstrated support with your gift.
Because they respect the person who asks.
Because they believe on the objectives and future direction of the
YMCA.
Because they want to “give back” by assisting an organization which
has given to them.
Because of their personal involvement with the Y.
BECAUSE SOMEONE ASKS!
GIVING GUIDE
Campaign contributions go directly to support the YMCA’s financial assistance
program. Each branch awards the money collected to the individuals and families in
their communities.
To assist your campaign efforts, here are some examples of how a gift to the YMCA
can make a difference to someone in need.
$50 or for less than 15 cents a day, you can provide transportation to ten senior
adults on a field trip through Active Older Adults.
$100 or for $9 a month, you can provide a teen in crisis with food and shelter for
the night with the help of YMCA Safe Place Services.
$250 or for $20 a month, you can provide one week of before- and after-school
care for four children through YMCA School-Age Child Care Services
$500 or for about $9 a week, you will allow six children to play a season of
baseball, basketball or soccer with YMCA Youth Sports
$1,000 or for a gift of $250 a quarter will allows three children to experience the
outdoors by attending Camp Piomingo for one week
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HOW TO BE A SUCCESSFUL CAMPAIGNER
Planning and preparation are important first steps to be a successful Campaigner.
Take the time to give some careful thought to your campaign effort BEFORE you
meet with a prospective donor. Follow the steps outlined here and on the next few
pages with every potential donor to maximize the result of your campaign effort.
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Create your prospect list:
Identify 8-10 prospects.
Consider family members and friends.
Consider business colleagues and acquaintances.
Choose names from an existing prospect list at your YMCA.
Turn in a prospect form with all people you plan to approach and get
approval before approaching them.
2. Plan and prepare for each contact with a prospective donor:
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Learn as much as possible about their connection with the Y. Previous
donor? Is their family involved in Y activities? Are they interested in certain
programs, camp, youth activities, etc.?
Determine your conversation openers based on what you know about the
prospect.
Plan to ask for a specific amount based on their capacity and connection from
the information available.
Who should be involved in the meeting? Should you take someone with you?
Consider inviting a board member.
Best location for the meeting?
How will you handle objections/concerns? What questions might they ask?
Review the Frequently Asked Questions in this guide for helpful information.
3. Arrange a time to speak with your prospects:
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When you are ready to begin, call on your best prospects first. This gets you
off to a good start psychologically.
Face-to-face meetings are preferred and most effective for fundraising. If
that’s not possible, a planned and carefully conducted telephone call can also
be successful.
Larger gift requests should generally be done in face-to-face meetings.
Let your prospect know that you are working with the Y and ask for 10
minutes or so of their time.
Be prepared to have a few alternative time options available, in case your
first choice doesn’t fit your prospect’s schedule.
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HOW TO ASK FOR A CAMPAIGN GIFT OR PLEDGE
1. Open the conversation with questions about the prospects
connection with the Y.
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Pose questions based on your findings in preparation for the contact.
Ask open-ended questions that allow the prospect to elaborate.
Listen closely for information about perceived benefit and impact of Y
programs.
2. Relate your personal YMCA experiences.
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Talk about several YMCA programs and note which program appeals to the
prospect.
Explain the value of the YMCA programs to the community.
Your enthusiasm will be contagious.
3. Explain the purpose of the Annual Giving Campaign.
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Explain that YMCA programs and services are available to all in our
community.
Give examples of scholarships provided and programs supported with
campaign contributions based on your branch’s needs for support.
Elaborate freely, using examples that you know from experience, when
possible.
Explain that you are a donor and a volunteer with the Campaign because you
want to support access to YMCA programs.
4. Ask your prospect to join you in supporting the YMCA.
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Customize your request of each prospect based on the information you know
about their Y connection.
Use the Campaign brochure to
demonstrate the benefits of gifts to the
Y.
Ask for a specific amount based on their
interest and capacity to give.
(The average campaign gift is just over $100)
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Remember multiple payment options.
Donors who elect to make multiple
payments over the year can often make
a larger donation.
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“You mentioned your kids took swim lessons at the Y. Would you
consider helping two kids learn to swim and be safer around the
water? Your gift of $100 would do just that. Could you do $50 now
and $50 in the fall?
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After asking, wait for the prospect to respond to your request.
If your prospect is not prepared to respond immediately, make arrangements
to follow-up before your discussion ends.
Keep the pledge form and record the follow-up date and time.
Note: If you are seeking a pledge renewal, please be sure to ask for a gift
increase of 10-15 percent over last year’s pledge.
5. Confirm the pledge details and get a signed commitment, when
possible.
 Confirm or fill in the prospect information on the pledge form.
 Record the pledge amount and payment method.
 Agree upon and confirm the pledge billing schedule.
 Get the donor’s signature on the form, when possible.
6. Close each contact with gratitude.
 Thank all prospects for their time.
 Accept all contributions and pledges with a heartfelt “Thank you” and
reinforce the benefit that their gift will provide to someone that needs help.
 If a gift or pledge was made, let them know that the YMCA will send an
acknowledgement.
 Thank each donor for being a partner in the mission of the YMCA.
Handling Objections
Remind contacts who choose not to contribute
that these programs need support to continue.
The YMCA accepts monetary and in-kind
donations throughout the year, and the donor
can designate the pledge and give instructions
for billing to start at any time.
The YMCA Annual Giving Campaign provides
an opportunity to tell the story of the YMCA.
Every effort is productive. Even if someone
doesn’t contribute, you have raised awareness
about what the YMCA does in your community.
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Reporting Your Efforts
Campaigners are asked to turn in their completed pledge forms at least weekly at
our weekly Report Parties. If you cannot attend a Report Party, please you’re your
pledge forms to a staff member or volunteer leader.
FREQUENTLY ASKED QUESTIONS
Is the YMCA a charitable organization?
Yes. The YMCA of San Diego County is a not-for-profit organization classified by the
Internal Revenue Service as a 501(c)(3) corporation. Based on that designation, all
contributions to the YMCA are considered tax-deductible.
The YMCA of San Diego County is reviewed annually and maintains an Accredited
Charity designation by the Better Business Bureau. We are also considered to be a
top charity by Charity Navigator, America’s leadeing independent charity evaluator.
Who contributes to the YMCA?
More than 7,000 individuals, businesses, foundations and civic groups contribute
funds each year to further the work of the YMCA.
How much of what is contributed stays in the community?
All contributed dollars are used for programs and services in the communities
served by the YMCA of Greater Louisville. Our Y prides itself in keeping our
administrative and fundraising expense at about 12%, well below the standards for
accredited charitable organizations.
Why should I contribute when I already pay dues as a member?
Your membership dues cover the cost of your facility or program membership but
do not support the additional cost of our scholarship programs to reach out into the
community and help those less fortunate. These programs are possible only
through additional funds we raise from Y friends and members like you who want to
help others.
Do contributors receive special membership privileges?
Donors receive recognition as YMCA supporters, and their gifts may qualify as
charitable deductions under the guidelines provided by the Internal Revenue
Service. However, contributors do not receive any special membership or program
privileges because of their charitable contribution.
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Doesn’t the YMCA already receive additional funding from the San Diego
County United Way?
The United Way is a valued supporter of the YMCA. However, it currently
contributes less than 2% of our budget. United Way encourages the Y to solicit
money from its friends and members to increase its services to the community.
What are my payment options?
The YMCA is pleased to handle contributions in any manner the donor wishes. The
pledge form is used to indicate which billing arrangements are most convenient.
The donor may wish to spread payment of their contribution over the year on a
monthly, quarterly or semi-annual basis. Most credit cards are accepted and bank
drafts can also be arranged.
How do I know my branch will get the money I solicit or donate?
There is space provided on the pledge form to specify the interests of the individual
donor.
Who decides how contributions are used?
The YMCA is a volunteer-driven, volunteer-led community service organization. It is
governed by a board of directors from the community who serve out of dedication
to the mission and purpose of the YMCA.
Volunteer board members approve the YMCA’s annual operating budget and
regularly monitor revenues and expenses over the course of each fiscal year.
Will the YMCA accept an in-kind gift?
Yes. The needs of the YMCA are not just monetary. YMCA programs also benefit
from contributions of equipment such as computers, video equipment and tools.
The fair market value of donated items is tax-deductible. However, the value of inkind contributions does not count toward the Annual Giving Campaign goal.
What is the difference between a health club and the YMCA?
The YMCA, unlike private, for-profit health clubs, has a purpose and philosophy
built into its programs, recognizing that there is more to achieving good health than
just strengthening muscles. Our mission is an essential component of every YMCA
program. We focus on character development, and expressing our values of caring,
honesty, respect and responsibility. Moreover, the YMCA is an inclusive organization
and turns no one away because of race, religion, gender, physical ability or an
inability to pay.
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