[this is a text only version of the handout I had at Art of War II]
Simply Put:
Go to these Websites/ Get These Books
The Showcase of Fundraising Innovation and Inspiration
www.sofii.org It’s Free. Sign up. Use it.
For examples of how a little money can go a long way:
KIVA – micro-financing www.kiva.org
How fun, education and a need can combine into a wonderful and
effective effort: www.FreeRice.org
Can your group do something similar?
Ken Burnett – White Lion Press (www.KenBurnett.com)
He is one of the world’s best and brightest. His writing is personable,
accessible, understandable and, most importantly, correct. Read it,
follow it and succeed.
If you only get two books, get these:
Relationship Fundraising – a Donor Based Approach to the Business
of Raising Money. By Ken Burnett (2nd Edition)
The ZEN of Fundraising – 89 Timeless Ideas To Strengthen and
Develop Your Donor Relationships – Ken Burnett.
If you get a few more, consider:
The Tiny Essential Series (Writing for Fundraising, Raising Money
from Foundations and Trusts, Effective Volunteer Board, Monthly
Committed Giving, Major Gift Fundraising) also through White Lion
Press
More: The Original American Fundraiser: Benjamin Franklin
His “The Means and Manner of Obtaining Virtue” and
“The Way to Wealth” are classic, and still timely. He started
libraries, The Univ. of Penn. & Phily. Free Hospital and helped
finance the American Revolution. Not bad for a simple fundraiser.
OUTLINE – Non-Profit Seminar – July 2009, UW Campus
The Center for Non-Profit Success
G.Robin Smith - Speaker
COO - Five Rivers Fundraising –
www.FiveRiversFundraising.org
www.Ben-Franklin.org
Email ben@ben-franklin.org
206-291-6205
Office Toll Free
866-320-1776
It is ALL Person-to-Person
Basic Points:
This will be a very direct and, I hope, useful reference guide.
Consider:
There are ONLY Individual Donors.
Fundraising is ALL about individuals rather than groups.
Another thought to challenge your thinking:
"Fundraising isn’t about asking for money. It's about inspiring people to
believe that they can make a difference, then helping them make..."
that difference. Ken Burnett - The ZEN of Fundraising.
What is ‘Donor Viewpoint’?
Can you answer: “Why do Hardware Stores carry 1⁄4 Drill Bits?”
Two Pages of Ideas to Guide Your Mission
From Relationship Fundraising by Ken Burnett (The White Lion Press)
and www.Sofii.org (The Showcase of Fundraising Innovation & Inspiration)
(Used with permission of the Author)
“There are no absolute rules in fundraising and slavish adherence to
formulae will win no donors, but there are some basic principles that you will
find to be consistent and helpful in virtually every fundraising endeavour.
Here, in summary, are the basics of fundraising, key principles that no
advances in technology or development will change:
1. People give to people. Not to organisations, mission statements, or
strategies.
2. Fundraising is not about money. It’s about necessary work that urgently
needs doing. Money is the means to an end.
3. Fundraisers need to be able to see things through their donors’ eyes. Or,
to put themselves in their donors’ shoes.
4. Fundraisers need to really understand their donors. If they are to
understand you, you must first understand them.
5. It helps if you are a donor yourself. No one should be a fundraiser
without first being a donor.
6. Friend-making comes before fundraising. Fundraising is not selling.
Fundraisers and donors are on the same side.
7. Fundraising is about needs as well as achievements. People applaud
achievement, but will give to meet a need.
8. Fundraisers need to learn how to harness the simple power of emotion.
Fundraising has to appeal first to the emotions. Logic can then reinforce the
appeal.
9. Offer a clear, direct proposition people can relate to. For example, ‘make
a blind man see. £10.00’.
10. First open their hearts and minds. Then you can open their wallets.
11. Don’t just ask people to give. Inspire them to give. Fundraising is the
inspiration business.
12. Share your problems as well as your successes with your donors.
Honesty and openness are usually prized more highly than expert opinion
and apparent infallibility.
13. Bring the need close to the donor. To help this idea stick I was taught
the adage ‘One needy old person next door equals ten needy old people in
Manchester equals 100 needy old people in Maharashtra.’ (Of course I was
living in London at the time. If you live in India, then it would be the other
way round).
14. You don’t get if you don’t ask. Know whom to ask, how much to ask for,
and when.
15. Present your organisation’s ‘brand’ image clearly and consistently. It’ll
pay you if your donors can readily distinguish your cause from all the others.
16. Successful fundraising involves storytelling. Fundraisers have great
stories to tell and need to tell them with pace and passion so as to inspire
action.
17. Great fundraising is sharing. Share your goals and encourage full
involvement. When donors become truly involved in your campaign, great
things happen. Share your problems too, as well as your successes.
18. Always try to turn complaints into support. The most loyal donor is the
donor who has complained and has then been satisfactorily responded to.
19. The trustworthiness of a fundraiser and his/her organisation is a reason
both to start and to continue support. Trust appears to increase in
importance, as people get older.
20. Great fundraising requires imagination. Too much fundraising looks like
everything else.
21. Great fundraising is getting great results. If your results are mediocre,
your fundraising probably is too.
22. Always be honest, open and truthful with your donors. Donors will not
forgive you if you are less than straight with them.
23. Avoid waste. Donors hate waste.
24. Technique must never be allowed to obscure sincerity. As all actors
know, you can’t fake sincerity.
25. Fundraisers have to learn to talk to their donors where they are, not
where the fundraiser might want them to be.
26. Fundraisers and donors have a relationship of shared conviction. This is
much more important than their shared commercial interest.
27. Great fundraising means being ‘15 minutes ahead’. To keep just a little
bit ahead you have to learn to spot opportunities and take (careful) risks.
28. Fundraisers should learn the lessons of history and experience. Anyone
who would be an effective fundraiser needs first to do some homework.
29. Always say ‘thank you’, properly and often. It’s also a good idea to be
brilliant at saying ‘welcome!’
----
There are THREE clients in Fundraising: The Non-Profit, the Investor
(Donor) and the Community in which they exist. Serve all three equally and
you should be fine.
---
Never doubt that a small group of thoughtful, committed citizens can change
the world. Indeed, it is the only thing that ever has. Margaret Mead
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