Capstone Project Part III: Strategic Issues
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NationalCoalitionforHomelessVeterans.html2.htmlFund Development and Diversification
Speakers:
- Capital Venture – Linda Lysakowski
- National Coalition for Homeless Veterans – Kristina Hunken
Kristina Hunken, NCHV - Welcome - Introduction of Linda Lysakowski Linda Lysakowski, Capital Venture - Why Plan? Where do you want to go? - Strategic plan: where is organization heading? - Set realistic goals: reasonable to raise $10,000? $10 million? - Keep from getting sidetracked - Having too many ideas for fundraising - “Event fever”: placing drain on staff by doing too many fundraising events - Written plan keeps organization from getting sidetracked - Measure success: use timelines; what fundraising events are successful; what works and does not work Basic Elements of Development Plan - Goals (ex: raising awareness in community) - Objectives (ex: develop/upgrade website by certain date) - Objectives should be SMART: specific, measurable, achievable, realistic, timely - Strategies - Action steps - Who is going to do it? - How much will it cost/raise? - When is it going to be done? Areas of Focus - Communications: how does organization communicate with donors? - Donor Relations: relationships with donors when they aren’t donating - Research - Fundraising Programs - Constituencies - Technology and Infrastructure - Human Resources: who is going to do fundraising? Staff, volunteers, board members? Who Should be Involved in Planning Process - Development Staff - Non-Development Staff - Board - Development Committee - Consultants: offer expertise, objective viewpoint Assessing Current Development Programs - SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats - Strength: volunteers for implementation of program - Weakness: no volunteers, weak Board - Opportunity: new business in community, possible donor - Threat: economy, major funder goes out of business - Budget: is there a budget for fundraising? - Development Audit - Philanthropic Profile Assessment: important to understand philanthropy before beginning fundraising; pinpoint organization’s strengths and weaknesses The Process - Determining who will be involved - Gathering Information - Planning Meetings - Setting Goals and Objectives - Determining Strategy - Assigning Budgets, timelines and areas of responsibility Basic Development Infrastructure Technology - Donor Software - Personalized appeals - Accurate recording and reporting - Donor history: track relationship with donor - Donor preferences: contact by phone, letter, etc. - Acknowledgment: thank donor within 24 hours of donation receipt - Specialized functions Policies and Procedures - Gift Acceptance Policies: outline what kind of gifts to accept, who to accept gifts from, how gifts will be used - Donor Software - Office Procedures: who accepts gifts, when they will be deposited Case for Support - Mission/Vision - History - Plans - Compelling Reason to Give: emotional and rational case The Integrated Development Program - Have several sources of funding; diversify funding streams; different types of fundraising activities Donor Pyramid - Start at bottom of pyramid: create awareness in community through special events, publications, and public relations - Goal is to turn continued and renewing donors into lifelong donors - Cultivation and relationship building leads to top of pyramid: ultimate gift of bequests, planned gifts Creating Awareness - Public Relations - PSAs and Press Releases: local television stations, radio, newspapers to create visibility in community - Communications: maintain relationships when donors are not donating through giving updates, newsletters; donors want to know how their money is being used - Promotion Ideas - Website: have info about how to donate/support organization posted clearly on website - Cultivation Events: bring people into organization; tour of program in action; testimonials; asking for community members to give advice/opinions often leads to donations - Special Events - Fund Raising or Friend Raising? - Committees: having volunteer committee creates access to different networks - Staff Role: help with coordination - Timelines: take year to plan event - Budgets: set aside seed money to run event - Setting Goals The Annual Fund - Grants - Direct Mail: most expensive; best way to reach large audience - Acquisition - Have a Plan - Your Direct Mail Package - Strategies for Renewal & Upgrading - Telephone Solicitation: use volunteers or professional firm; more successful if calling people who have given support in the past; send pre-call letter - Personal Solicitation: determine how much will be asked for; 95/5 rule (95% of donated funds comes from top 5% of donor base); businesses prefer to be solicited in person rather than direct mail - Capital Campaign: conduct feasibility study; coordinate with development staff - Planned Giving: how will it fit into overall development program? - Board Involvement - Commitment to Fundraising - 100% Giving - Asking Others to Give Getting Started - Set three to five goals for your development plan (ex: raising awareness in community, Board fundraising commitment) - What are some specific objectives that could be used to reach these goals - Discuss some strategies to each these goals and objectives Implementing and Evaluating the Plan - Taking Ownership: assign individual to be responsible for implementing plan - What Happens When It Falls Apart - Measuring Success - Reporting Success Remember - The plan isn’t written in stone, but neither should it be written in disappearing ink! - Do not be too rigid or too casual about development plan Question and Answer Session Closing Kristina Hunken, NCHV - Thank you - Questions may be sent to Melanie Lilliston at [email protected] or 202-546-1969 - Visit www.nchv.org for information on upcoming conference calls
Veteran in crisis? Dial 1.877.424.3838 for 24/7 assistance. 1730 M Street NW, Suite 705 | Washington, DC | 20036 | t-f. 1.800.VET.HELP | v. 202.546.1969 | f. 202.546.2063 | [email protected]
