Creating Optimal Revenue
Creating Optimal Revenue Opportunities for Your Association CDW October 12, 2013
FUNDRAISING
Fundraising Opportunities Membership Corporate
partners Individual donations Events Grants
Embrace the box!
See the Possibilities
Caine’s Arcade
Challenges Current
outreach is member-based Standard rates for involvement Minimal opportunities to engage as a donor/supporter Event fundraising is labor intensive Expansive event calendar Not enough time in the day…
Audiences
Members and Donors Partners Corporate Partners People impacted by your organization
The Basics Have
strong written and verbal communications Understand your Emotional Intelligence Be self-aware and constantly seeking improvement Learn how to take feedback READ:
Reasons People Get Involved… A
friend asked them to/tribute Fun activity or event Cause they believe in
Membership: Retention
Keep existing members informed Shorter communications On demand training and resources Social media Opportunity for networking (live and online) Verify value and adjust annually Special access Know what your members need!
New Members Larger tennis community
Niche is well-defined Direct marketing Referral incentives Phone Personal connections Partners Schools/universities Set goals for growth
People Impacted
Who benefits from your work? Could they benefit or find value in your resources or outcomes? Are there ways to get involved if you aren’t a member?
Infrastructure Donation/membership
process Database/Customer Relationship Management Software (CRM) Simple registration and donation system Third-party fundraising online (crowdrise) Benefits delivery checklist/communication Emarketing tool (constant contact) Staffing/customer service Rates Review (ind, corp, sliding scales, multi-year, etc.) Case for support (5 why’s)
If you want money, ask for advice. If you want advice, ask for money.
Partners List
exchanges Exposure Events Testimonials Co-marketing Online advertising Grant opportunities Collaborative grants Specific giving opportunities
What can the RIGHT corporate partnership do for your organization? Brand awareness Employee engagement Raise money Infrastructure improvements Open doors Recruit event participants Launch social ventures Build alliances with other NPOs
Raise the bar Mentor Serve on the board Volunteers Spokespeople Award honorees Demonstrate integrity Provide more information about the organization
Where are you in the process of corporate relationships?
Couldn’t Ask for More: Have an established program, great group of partners, and just looking for ways to activate and engage more Ready and Waiting: Have a program but can’t seem to get any takers Lucky: Need to develop a program to respond to inquiries Hopeful: Starting from Ground Zero with no program, no partners, and in need of next steps
Keys to a Corporate Partnership Program Corporate
Task Force Key messaging Engagement menu Tools Engagement process Corporate guidelines
Corporate Task Force This
is not ONE person’s responsibility Team should involve people from all committees Not a permanent assignment but reconvene as necessary Consider internal and external groups Clearly state the Task Force’s goal(s) before you begin and for recruiting
Key Messaging Demonstrate
knowledge of your constituents and the organization Define potential audiences Tell stories – people repeat stories! Focus on what THIS audience wants/needs to know Distinguish message by speaker also
Engagement Menu Complete
list of opportunities/assets such as:
Volunteer program and events Joint messaging and awareness campaigns Specific program goals Events Cause marketing Infrastructure
Tools Partner
filter Website Policies Standard agreements Engagement menu Marketing
Case studies that demonstrate long-term value, relationship focus, engagement, etc.
Engagement Process Audience
definition
Proactive Incoming Existing
What
should they receive and when? Establish when you involve others internally SLOW DOWN
Individual Giving
Select group of members or external donors may want to engage at a higher level Create giving levels with benefits Promote gifts Develop a case for support Interview donors for publications to inspire others Launch a major donor cultivation effort – start with just 5 people! Be able to clearly articulate how these funds will be used aside from normal dues Provide language online for planned giving to make it easy for your members
Next Steps
Evaluate and filter existing fundraising initiatives Develop a comprehensive list of ways to raise money and prioritize it (including existing programs) Define your retention plan Identify where new members will come from and how they will learn about you Create a donor prospect list Create a list of potential grants and partnership giving opportunities Document your corporate partnership strategy and develop the necessary tools and resources Know those you serve Ask for feedback
Fundraising Plan Fundraising Initiative
Budget
Gross Revenue
Net Revenue
Cost Ratio
Audience
Percent of Total Budget
Opportunity/Partner Filter Fundraising Initiative
Cost Ratio
Net Revenue Potential
Time
Champion
Sponsor Support
Reach
Mission
History
Calendar
Total Score
Creative Brief Outline
Initiative Name Background Vision Objectives Audience Message Channel/Delivery Method Logistics Budget Responsible Parties/Partners
Case for Support Outline
About the Organization: Who you are The good that you do Your history and background in the community Your aspirations for the future About the Project: (what donors need to know) What you will do with the’money Those who will benefit How the project advances the mission of your organization Why your project is important Project leadership (coaching staff, committee, etc.) Organizational Leadership and Advisors: Board of Directors List of donors and sponsors (if applicable) Project plan (one page) Summary of organization strategic plan (one page) The gifts needed to raise goal Recognition opportunities Financials
72 Hour Challenge What
will you do in the next 72 hours with the information you have learned during this session? Keep
Lose
Change
Contact Me! Rachel
Armbruster [email protected] 512-944-3417 www.linkedin.com/in/rachelkarmbruster @rarmbruster
THANK YOU!
FUNDRAISING
Fundraising Opportunities Membership Corporate
partners Individual donations Events Grants
Embrace the box!
See the Possibilities
Caine’s Arcade
Challenges Current
outreach is member-based Standard rates for involvement Minimal opportunities to engage as a donor/supporter Event fundraising is labor intensive Expansive event calendar Not enough time in the day…
Audiences
Members and Donors Partners Corporate Partners People impacted by your organization
The Basics Have
strong written and verbal communications Understand your Emotional Intelligence Be self-aware and constantly seeking improvement Learn how to take feedback READ:
Reasons People Get Involved… A
friend asked them to/tribute Fun activity or event Cause they believe in
Membership: Retention
Keep existing members informed Shorter communications On demand training and resources Social media Opportunity for networking (live and online) Verify value and adjust annually Special access Know what your members need!
New Members Larger tennis community
Niche is well-defined Direct marketing Referral incentives Phone Personal connections Partners Schools/universities Set goals for growth
People Impacted
Who benefits from your work? Could they benefit or find value in your resources or outcomes? Are there ways to get involved if you aren’t a member?
Infrastructure Donation/membership
process Database/Customer Relationship Management Software (CRM) Simple registration and donation system Third-party fundraising online (crowdrise) Benefits delivery checklist/communication Emarketing tool (constant contact) Staffing/customer service Rates Review (ind, corp, sliding scales, multi-year, etc.) Case for support (5 why’s)
If you want money, ask for advice. If you want advice, ask for money.
Partners List
exchanges Exposure Events Testimonials Co-marketing Online advertising Grant opportunities Collaborative grants Specific giving opportunities
What can the RIGHT corporate partnership do for your organization? Brand awareness Employee engagement Raise money Infrastructure improvements Open doors Recruit event participants Launch social ventures Build alliances with other NPOs
Raise the bar Mentor Serve on the board Volunteers Spokespeople Award honorees Demonstrate integrity Provide more information about the organization
Where are you in the process of corporate relationships?
Couldn’t Ask for More: Have an established program, great group of partners, and just looking for ways to activate and engage more Ready and Waiting: Have a program but can’t seem to get any takers Lucky: Need to develop a program to respond to inquiries Hopeful: Starting from Ground Zero with no program, no partners, and in need of next steps
Keys to a Corporate Partnership Program Corporate
Task Force Key messaging Engagement menu Tools Engagement process Corporate guidelines
Corporate Task Force This
is not ONE person’s responsibility Team should involve people from all committees Not a permanent assignment but reconvene as necessary Consider internal and external groups Clearly state the Task Force’s goal(s) before you begin and for recruiting
Key Messaging Demonstrate
knowledge of your constituents and the organization Define potential audiences Tell stories – people repeat stories! Focus on what THIS audience wants/needs to know Distinguish message by speaker also
Engagement Menu Complete
list of opportunities/assets such as:
Volunteer program and events Joint messaging and awareness campaigns Specific program goals Events Cause marketing Infrastructure
Tools Partner
filter Website Policies Standard agreements Engagement menu Marketing
Case studies that demonstrate long-term value, relationship focus, engagement, etc.
Engagement Process Audience
definition
Proactive Incoming Existing
What
should they receive and when? Establish when you involve others internally SLOW DOWN
Individual Giving
Select group of members or external donors may want to engage at a higher level Create giving levels with benefits Promote gifts Develop a case for support Interview donors for publications to inspire others Launch a major donor cultivation effort – start with just 5 people! Be able to clearly articulate how these funds will be used aside from normal dues Provide language online for planned giving to make it easy for your members
Next Steps
Evaluate and filter existing fundraising initiatives Develop a comprehensive list of ways to raise money and prioritize it (including existing programs) Define your retention plan Identify where new members will come from and how they will learn about you Create a donor prospect list Create a list of potential grants and partnership giving opportunities Document your corporate partnership strategy and develop the necessary tools and resources Know those you serve Ask for feedback
Fundraising Plan Fundraising Initiative
Budget
Gross Revenue
Net Revenue
Cost Ratio
Audience
Percent of Total Budget
Opportunity/Partner Filter Fundraising Initiative
Cost Ratio
Net Revenue Potential
Time
Champion
Sponsor Support
Reach
Mission
History
Calendar
Total Score
Creative Brief Outline
Initiative Name Background Vision Objectives Audience Message Channel/Delivery Method Logistics Budget Responsible Parties/Partners
Case for Support Outline
About the Organization: Who you are The good that you do Your history and background in the community Your aspirations for the future About the Project: (what donors need to know) What you will do with the’money Those who will benefit How the project advances the mission of your organization Why your project is important Project leadership (coaching staff, committee, etc.) Organizational Leadership and Advisors: Board of Directors List of donors and sponsors (if applicable) Project plan (one page) Summary of organization strategic plan (one page) The gifts needed to raise goal Recognition opportunities Financials
72 Hour Challenge What
will you do in the next 72 hours with the information you have learned during this session? Keep
Lose
Change
Contact Me! Rachel
Armbruster [email protected] 512-944-3417 www.linkedin.com/in/rachelkarmbruster @rarmbruster
THANK YOU!
