Finding Your Fundraising Strategy Table of Contents
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RARE TOOLKITS Finding your Fundraising Strategy Table of Contents Fundraising Overview: Under the Big Top! 03 Goal Mine and Expectations 05 Relationship Building: MVP 07 Types of Fundraising: Magic Acts 09 Dollars to Doughnuts: Individual Donors 13 Events: Fundraising Jackpot 15 Online: Internet Sensation 18 Matching Gifts: Double Vision 19 Grants: In It to Win It! 21 Fundraising Conclusion: Strike Up the Band 23 Resource Guide 25 Welcome to Something Bigger! 27 Contributors 29 Let's Stay Connected! 30 Thank you for including us on your journey! Most likely you have a need for this toolkit, Finding Paper and pen indicate an interactive exercise your Fundraising Strategy, because you or a loved one has a rare disease and you want to make some kind of change. As you prepare to use the tools in this kit, we want you to know that you are not alone. We are in this together. It is our hope that the personal stories, resources, tips, and These little glasses indicate a bulleted list of tips and information suggestions for self-reflection in this guide will be the path to making change for your rare disease more manageable. While we believe you will benefit from reading all of the material in this toolkit, we don’t want to overwhelm you. The articles do not have to be read in order. We’ve included a table of contents to make it convenient for you to find the information you are most interested in at this time. We know, all too well, that there is a huge need for more research, support, education and awareness in the rare community. Having the support of a large group of dedicated individuals is a good start; but to really bring about change, rare patient organizations need financial resources. The articles, tools and rare patient experiences included in this toolkit can help you maximize your fundraising potential! ■ pg 1 pg 2 Under the Big Top!: Fundraising Overview Like a world-class circus, successful fundraising online or by mail. It is important to know which practical and expedient way to raise the funds you Creating a fundraising development plan means includes a variety of talent, magic, and tightrope risk development tactics are best suited to your goals, need to reach your goals and objectives. And, while building and developing long-term relationships taking. And even if you are included in the estimated resources, and capabilities. Proven strategies for there may be times when fundraising feels like you’re with donors. It also means creating a catalyst for 12 percent of U.S. adults who have coulrophobia raising money for disabled veterans may not be the swinging on a trapeze bar without a safety net, it continuous funding through marketing strategies (a fear of clowns), you can still enjoy being the best approach for your rare cause. should be an ongoing focus of your group’s efforts. and tactics. Development is a process that involves ringmaster in charge of your group’s Big Top cultivation, solicitation, donor recognition, and all fundraising tent. The articles in this toolkit are a good starting point forms of direct marketing. ■ for understanding what it takes to craft and execute a successful fundraising strategy. There are different Tips and Tricks types of fundraising. As an advocate you should also Fundraising: also known as development, is be aware of how to overcome some of the specific • It is typical for fundraising to be used for the art of seeking financial support for a charity, challenges of fundraising for rare causes. cause or business venture. securing resources to enhance operations, programs, and facilities or to start functioning as an organization. The Amazing Flying Advocates • Fundraising is not a get-rich-quick tool; it is a This toolkit serves as a companion to the Global long-term strategy that requires patience and Genes 5 Essential Tips and Tools for Effective High-flying acrobatic acts are circus mainstays attention. Fundraising toolkit. And whether this is your first because they sell lots of tickets and salty peanuts. • Ideally, the money in your fundraising piggy rodeo with fundraising or you’re an experienced Fundraising is, likewise, a mainstay of nonprofit bank should not solely be used for making cowhand, we think you will find the tools in this kit organizations because of the many options it offers payroll or for keeping the lights on. useful for raising money for your rare cause or for for turning salty peanuts into sweet cash. It is also • Fundraising or the lack thereof, can greatly any other project. one of the most valuable and popular tools at your impact the level of success you’ll have disposal for disseminating your message and getting advocating for your cause. Nonprofits often depend on fundraising, also people in your tent. known as development, to cover certain expenses, programs, activities, services, and to support their Knowing how to effectively use a combination of staff. Some organizations rely heavily on in-person fundraising tactics can help you determine the most fundraising events, while others prefer soliciting pg 3 pg 4 Understanding what resources you currently When you are done, you should have a calendar of Team Spirit! Event Planning for Fundraisers have available is helpful in determining realistic the major things that will dominate your schedule and achievable goals. A good place to start in for the year. Be careful of scheduling a lot of content your fundraising journey is to first assess your or too many events in the beginning of the year. Event planning is much easier and more likely to organization and the current donor list. The calendar will show if you are only sending be successful with a committee who can help you out communications around the holidays. Make to recruit participants and manage details. The first adjustments where there are gaps in your output thing I suggest is for fundraisers to form a team. To Tips and Tricks during the year and where you are overwhelming expand your reach, ask people from different social yourself. circles: family, friends, co-workers, and neighbors to When creating your organizational goals consider the help you. People are far more likely to support an following: Whether you’re wading into the shallow end of event when they know the person asking them. The 1. The size of your organization. the fundraising pool for the first time or you’re an more people making “asks,” the more people who 2. Amount of staff and volunteers. experienced fundraiser preparing for your next are likely to support the event. 3. Who are you trying to reach? high-dive, persistence pays off! The foundation of 4. What are you trying to accomplish? successful fundraising is establishing goals and Next, have a meeting to determine the type of event managing expectations. Master these and you’re on that team members feel they can comfortably ask Drive a calendar: your way to becoming a fundraising Olympian. ■ their contacts to support. When team members are • Print out a year-long calendar. comfortable with the ask, it makes it easy for them • Start wherever you are. Regardless of your to invite prospective donors. fiscal year, remember your supporters live in a calendar year, so take that perspective into Discuss with the team: consideration. • What price point are they comfortable asking • Mark any major events– conferences, meetings, “Start with the budget and then back their contacts to pay? banquets, and galas on the calendar. into a development plan. How much • Who is their audience based on? • Include things that take a lot of pre-planning like money do I need to raise? What tactics Goal Mine and • Who they know? printing and shipping, save-the-date postcards, should I use to do that? Establish a • What types of activities would appeal to them? etc. monthly calendar of things to be done • Add any consistent emails or newsletters you in order to reach your goals. Review and It is often good to have a few ideas to start with Expectations put out: a quarterly newsletter, a monthly alert. revise development plan as needed.” after the first meeting; and then narrow down • Back out of these milestone events with after research into interest and costs to answer the JOAN LAWRENCE, DIRECTOR OF DEVELOPMENT preparation milestones, but more importantly NATIONAL TAY-SACHS & ALLIED DISEASES Welcome Ladies and Germs! ultimate questions: communication milestones. ASSOCIATION (NTSAD) 1. How many people will need to support the • Look across the board and see if there are Maybe it’s been 20 years since you raised money event to make it profitable? holes. for a scouting badge or for the high school debate 2. Is your team certain they can surpass that team. You sold chocolate bars to classmates, your amount by enough to make their efforts parent’s coworkers (mostly), and to shoppers worthwhile? outside the Piggly Wiggly Superstore. These activities provide a basic understanding of Once the event is set, the team needs to ask, ask, fundraising; but selling candy bars (not including ask! Social media is a great way to invite many the ones you ate and had to pay for with your people at one time and should always be used allowance) are likely not enough experience for heavily, but personal asks are also essential as they your current fundraising endeavor. are more effective. While most people who support events do so because they are asked to by someone “Life is like a box of chocolates, you never they know, the group coordinator should contact know what you’re gonna get.” local media and highlight her story.