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.
