Jack Allotto Flashcards
The CFRE Fundraising Cycle- Awareness of Marketing Principles
- Preparing Research
- Securing the gift
- Relationship Building
- Stewardship
Seven steps to building a relationship which guides donor cultivation techniques
Research
Inquire/Approach/Involve
Develop a Request
Solicit
Follow through/respond
Recognize/Steward
The Eight Step Solicitation Process/ Major Gift Management Cycle
Identification
Qualification
Development of Strategy
Cultivation
Solicitation and negotiation
Acknowledgement
Stewardship
Renewal
Phases of a Capitol Campaign
Pre-campaign
Quiet phase
Campaign Kick-Off & Public Phase
Campaign Closing and Celebration
Stewardship & Campaign
Phases of a Campaign -
PreCampaign Planning
- Assess internal readiness
- Review past giving history
- Conduct feasibility study
- secure and train volunteer leaders
- Test your campaign case
- Develop Communication Plan
Phases of a Campaign -
Quiet Phase
- Select a start date when gifts begin counting toward goal
- Solicit gifts from longtime donors, volunteers leaders and org leaders
- Finalize campaign case for support
- Generate communication tools for public phase
Phases of a Campaign -
Campaign Kickoff & Public Phase
- Set final dollar goal and campaign end date
- Publicity launch campaign through formal event(s), promote to wider audience with press and social media announcements
- Continue solicit gifts from closest supporters
- Beging soliciting gifts from new sources
- Tell impactful stories of donor support
- Communicate regularly with volunteer leadership
Phases of a Campaign -
Campaign Closing & Celebration
- Use end date as tool to secure new donors
- Go back to the “uncommitted” for a final ask
- Formally end campaign with event, public announcement
Phases of a Campaign -
Stewardship & Campaign Impact
- Steward all campaign donors
- Creat campaign impact report or summary
- Share campaign impact stories through website and social media
- Assess processes in preparation for future campaigns.
Donor Pyramid of Fundraising Strategies
Bottom to Top:
- Universe of Prospects
- First Time Donor: Direct mail/telemarketing/fundraising benefit/internet/media/door to door
- Renewal/Upgraded Donor: personal contact/letter/phone call
- Special/Major Gift Donor: Personal contact/letter/phone call
- Capitol Donor: Personal contact only
- Planned Gift Donor: personal contact only
The Marketing Plan
- Conduct Situational analysis
- Define the organization’s objectives
- Choose strategies to achieve objectives
- Develop tactics to accomplish strategies
- Set a budget for tactics
- Define controls, review processes, and identify metrics
The Marketing Plan
Step 1: Conduct situational analysis
Itemize the forces that impact the organization’s effectiveness, analyze resources conduct a SWOT analysis, and describe and profile the donor and client markets
The Marketing Plan
Step 2: Define the organization’s objectives
- The broad outcomes being sought, in ranked order
- Ensure the objectives are SMART
- Example: to retain 60% or more first-time donors in the fiscal year following their first gift.
The Marketing Plan
Step 3: Choose Strategies to achieve objectives
- These general statements describe what must be done to meet the objectives.
Example: to educate first-time donors about how their money was used before asking them to renew their gift.
The Marketing Plan
Step 4: Develop tactics to accomplish strategies
- Complete with a time schedule, staff/volunteer assignments (considered development departments work plan)
Example: send first-time donors quarterly print or e-newsletters; invite them to a tour or event that showcases the impact of their gift; engage them as a program volunteer; or ensure they get a special “thank you” phone call from a volunteer or board member in addition to a written gift acknowledgment.
The Marketing Plan
Step 5: Set Budget for tactics
Organizations should be realistic and obtain quotes for services, production, and distribution to have a good perspective of what investment will be required to succeed.
The Marketing Plan
Step 6: Define controls, review processes, and identify metrics
- This will help assess whether the organization is making progress toward its overall objectives
- In the retention strategies and tactics outlined above, controls could include:
– Incorporate web analytic tools to determine whether newsletters are being opened
– Track who attends events, becomes a volunteer, or receives a thank you phone call from volunteers - As solicitation efforts occur throughout the year, the fundraiser can adjust the marketing plan, if necessary, to focus on the tactics that are proving to be the most successful in reaching the overall objective of renewing at least 60% of first-time donors.
