Fundraising Seminar & Workshop

January 22, 2011

 I. INTRODUCTION TO
FUND-RAISING

 What is Fund-Raising?
 A Biblical Look at Fund-Raising
 Why Do People Give?
 The Fund-Raising Pyramid
 Four Pillars of Professional Fund-Raisers

Mylene Santillan, FR Planner, Consultant & Educator

 What is Fund-Raising?

It is a mystical mingling of a joyful giver, an artful

asker and a grateful recipient .

Douglas Lawson

Mylene Santillan, FR Planner, Consultant & Educator

 Fundraising is about:
 People give to
People! People:
 To change people’s lives
 To leaders they trust
 To friends and peers
 To bring themselves
recognition

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 Fundraising is about Relationships
Our work brings people face to face with love. To us
what matter is an individual. To get to love the person,
we must come in close contact with him. Mother Theresa

Asking someone to help you help others

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 Fundraising is about Opportunities

Giving People Opportunities To Give

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 Fund-raising is both:
SCIENCE ART

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 A Biblical Look at Fund-raising
 Fund-Raising is the ministry of encouraging the grace
of giving.
(Leviticus 27:30)

 Giving subdues the power of money.

(Matthew 6:19)

 Giving is an act of worship –

a concrete way of honoring God.
(Matthew 25:40)

Source: Richard Perry

Mylene Santillan, FR Planner, Consultant & Educator

 Fund-Raising is not a
necessary evil that gets in the
way of your real ministry.
FUND-RAISING IS
MINISTRY.

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Why do people give?

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The Fund-Raising Pyramid

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 What is the role of a Fundraiser?
 What is it to think like a  Asfund-raisers we are
fundraiser? given…
◦ A chance to be the agent of
change for the betterment
of the spiritual and human
conditions.
◦ A chance to stand up
effectively for Christian
values which are the key to
human happiness.
◦ A unique chance to play a
tiny part in a vision of a
new world which all of us
may dwell in peace and
harmony.

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 OUR CHALLENGE…

…is not fund development

but faith development

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 Four Pillars Of A Professional
Fundraiser Master the
Know the Know the Master the Technical
Mission Donor Ask Aspect

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 Commitment

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Know the Donor
Pillar 1 Who are they?
Where are they?
Demographics
Background
Know as a group
and as individuals

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 Know the Mission
Pillar 2 What problem do
you solve?
Who are you?
Case for support
Stories of people
reached

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 Master the Ask
Pillar 3 Methods
Why do people
give?
When do you ask?
Persistence
How to handle
rejection

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 Master the Technical Aspects
Pillar 4 How can gifts be
given?
What happens to
gift?
Fundraising Process
Organization
Tools

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 II. Fund-Raising Planning &
Development

 The Fund-Raising Cycle

 Building Your Case Statement
 Fund-Raising Planning & Development Survey
 Fund-Raising Activities/Vehicles/Programs
 Preparing Fund-Raising & Communication
Plan

Mylene Santillan, FR Planner, Consultant & Educator

 The Fund-Raising Cycle

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CASE STATEMENT

An organized declaration outlining an organization’s

mission and why an individual might support than
organization. Your case for support simply is why
support is needed and why your ministry is qualified
to earn support.
Essentials of a Case Statement
Mission & Vision The Goals
Brief History of your The Fund-Raising
Organization Equation
The Problem and the The Fund-Raising
Opportunity Plan
Proposed Solution How to Give
The Institution’s Leadership
Unique Role
Source: National Society of Fund-Raising Executive
(NSFRE)

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 A Glimpse of a Case Statement

Microsoft Office Microsoft Office

PowerPoint 97-2003 Prese PowerPoint 97-2003 Prese

Short Case Case Evaluator

Statement of
American Cancer
Society

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 The FR Planning & Development
Survey

Microsoft Office
Word 97 - 2003 Document

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Fund-Raising Activities

Remember…
Asking in person at a face-to-face meeting is better
than…
Giving a presentation at a meeting to a group of people,
which is better than…
Telephoning someone to ask for support, which is better
than…
Writing a personal letter to someone, which is better
than…
 Mission Possible
On-going/Long-term Contribution
 Shareplan/Monthly Donor Commitment
 Corporate and Employee Contribution Program
 Tithes/Church Offerings
 Direct Mailers/Inserts
 Publication Advertisements
 Filler Ads
 Donation Box
 Affinity Card
 Rounding Up Scheme

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 Mission Possible
On-going/Long-term Contribution
 Donation Hotline
 Online Giving
Events
 Charity Contest
 Marathons/Walkathons
 Charity Sports Day
 Fairs and Carnivals
 Film Premiere
 Concerts

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 Mission Possible
On The Spot Appeal
 Charity Dinner/Ball
 Auction and Sales
Business Related
 Shop, Publishing House, etc.
 Cause Marketing
 Direct Selling of FR Items, Souvenirs
 Commemorative Day items

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 Mission Possible
Corporate Functions
 Skip Lunch Day
 Corporate Exposure/Boothing
 Dress Casual Day
Specific Themes
 Volunteer Day
 Flag Day
Experiential Functions
 Poverty Trip
 Sacrificial Match

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 Mission Possible
Media Programs
 Sponsorship
 Exchange Deals
Grants
 Matching Grants
 Grantor Organization
Legacy Giving

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Direct Mails

Microsoft Office
Microsoft Office
PowerPoint 97-2003 Prese
Word 97 - 2003 Document

Sample FR Letter
Direct Mail Checklist
Package

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When you write or talk about your
cause, always…
Start with the need and explain it clearly.
Describe how the ministry can do something
to relieve that need.
Never exaggerate what you are capable of
doing or make false claims of success.
Do not forget that when you accept money
from a donor, you are accepting
responsibility to that donor to ensure that his
or her generous gift is used wisely,
effectively and economically.
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Principal Components of
Fund-Raising Plan
Program Evaluation
Organization
Donor Assessment
Fund-Raising Activities
Budget
Fulfillment
Evaluation
Education

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Principal Components of
Communication Plan
Key Messages
Recipient
Mechanism
Medium
Frequency
In-charge

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III. Donor

 Donor Acquisition
 Donor Retention
 Maintaining Donor’s Database
 Saying Thank You Matters
 Donor’s Report
 Response and Referral Management
 Your gateway to raising funds…

DONOR ACQUISITION
The process of adding names of supporters to your fund
development database. A person who has not given a gift
is a potential donor, but they are acquired after their
first gift.

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Donor Acquisition
Principles
◦ The number of donors is endless, but not everyone
can be asked to give or, when asked, will give.
Therefore you must plan the activity that reaches the
right people at the right time with the right message.
◦ Ask for smaller gifts.

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Donor Acquisition
Strategies
◦ Branding: Ministry Programs, Communication
◦ Promotion: Electronic, Broadcast & Print Media
◦ Promote your leaders. Get into celebrity status
◦ Market Survey: Turn Suspects to Prospects
◦ Lead Generation: Open listings, Member Referrals
◦ Church/Community Presentations
◦ Appeal Letters in Succession that tells your stories.
Who cares if the first one is longer.
◦ Create effective response mechanism. Direct mail is a
package deal

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 A Communication Art…

DONOR RETENTION
After the donor made the first gift, the most crucial in
this new relationship is how to communicate with them
and give them a feeling of belongingness and the reason
to give more.

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Donor Retention
Principles
Say thank you within 48 hours upon receipt of
their gift and tell them what you plan to do
with their money.
Regularly report back to them what you have
achieved with their money.
Sharing your ideas and hopes for the future.

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 Donor Retention
Strategies
Subscribe in the following:
Monthly activity report
Newsletter
Information Brochure
Donor’s Report
Invite to public events or experience of your
organization at work.
Turn 1st time givers into regular donor through a
series of appeals.
Offer a simple token.
Invite donors to become volunteers/advocate

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 Your Window To Your Fund-raising Future…

DONOR DATABASE
One of the most important tools you will utilize as a
fund-raiser is your Database. Information about your
donors, both demographic and financial , should be
treated as one of the most valuable assets of your
organization.
Without a database, your contact with your donor may
go unrecorded, mailing to your donors becomes
extremely difficult and reporting on fund-raising activity
is nearly impossible.
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 Donor Database should have…
Donor Service Functions
Finance Functions
Data Entry Functions
Direct Mail Functions
Executive Management Functions

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Essential Data Fields
Gift Method
Gift Account
Gift Vehicle
Solicitor
Giving Status
Solicitation Restrictions

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 SAY…

THANK YOU!
It matters. Thank you letter or face to face
acknowledgement, once done immediately is as good as
another appeal letter.

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Thank You Letter
 Principles
 Upon receiving your first gift, you already achieve major
breakthrough:
 It has found an interested person (Prospecting)
 Your message caught somebody’s attention (Case)
 The person was stimulated to action (Presentation)
 The person acted to send money (you definitely ask for it!)
 Thank you letter must be sent within 48 hours to tell donor the
money was received safely, express your sincerest gratitude, and
a promise that their money will be used as described in the
appeal.
 If the gift is way more than what you have asked for, call the
donor personally. If what you received is an unexpected major
gift, get your leader to thank the donor.
 Two messages the donor is sending with the gift:
 I like you a lot!
 Pay attention to me!

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It doesn’t matter whether you are new in Fund-Raising. You
have inherited a very noble ministry. You are part of a large
picture of bringing God’s word to people and the people
back to His church. You are not starting from zero…

GOD BLESS YOU!

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