FUND RAISING
Theory and principle of fund-raising
The fund raising mix
Who gives
Why do they give?
Fund raising Techniques
Creating a strategy
Fund raising principles provide us a map of the what, why and how of the process of raising money.
• According to Giving USA, donations come from four different sources: individuals; bequests (money left in wills);foundations; and corporations.
• Raising money for nonprofit cause is a two-way affair in which everyone benefits (Donor- solicitor).
• Marketing includes packaging, targeting, segmenting, advertising and selling. This require careful planning and a clear conceptualization of the fund-raising mix.
The Fund Raising Mix
• A good case:(the worth of the product) The case should stress the fact that the community has an opportunity to participate in something new, better, exciting and more successful.
• Good organization and leadership: respected leader, recruitment should be done carefully then responsibility delegation should be given. (office man., budget director, case director, publicity…)
• A well articulated constituency: segmentation(identifying prospect characteristics of people)
• A good campaign strategy: Which fund raising techniques are most appropriate given the known characteristics of this particular community?, Which media should be employed for publicity and promotion?, What should the content of publicity be and how frequently should it be run?.
• Effective public relation and publicity: Publicity’s effectiveness tends to diminish without good ongoing public relations work.
Identification:Who gives: Psychographics is a method of identifying and describing the total lifestyle of a prospect by obtaining measurement data on demographic characteristics, attitudes, values, personality, leisure activities and interests etc.
• Age: person of twenty-five and over
• Sex: males more than females
• Social class: the middle and working classes
• Income: total family income is a better indicator
• Area of residence and proximity
• Teachers
• Parents
• Alumni
• Students
• General sport consumers: fans
• Owners
Motivation: Why do they give?
• Need for recognition
• Need to belong
• Identification through their children
• School pride
• Religious beliefs
• Guilt
• Self preservation and fear
• Obligation and indebtedness
• Loyalty and gratitude
• Publicity and advertising
• Tax advantages
• Others
Fund Raising Techniques
• Direct contributions
• Direct mail appeals
• Sponsorships
• Ticket sales
• Concessions
• Special Events: nights, parties, televised athletic events, dances, bingo, card and board games, auctions, dinners, tournaments etc.
• Product sales
Fund Raising Tactics and Blueprints:
• Person to person solicitation: cultivation and door to door.
• Telephone solicitation
• Direct Mail solicitation
Creating a Strategy
• Identification of your case or cause: Worthiness, verifiability, capability, reputation, spending plan
• Identifying and developing the case: who are you, what are you selling, what are the benefits of your program, who benefits and how do they benefit, what are your accomplishment, what do you plan for the future, what can you offer donors and community.
• The constituency and how to cultivate it: making people more receptive for fund raising appeals.
• Feasibility study
• Segmentation: behavioral, psychographic, geographic and demographic characteristics.
• Public relations, promotion and publicity