Secrets of Finding New Donors SAMPLE Page 1

Week One: Speaking Engagements & Ot er P!aces to find new donors off!ine
Foreword"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""# $ntrod%ction to Finding New Donors"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""&
'onnections Works eet """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""(

( p!aces to find donors off!ine"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""1) *ow to a+e a s%ccessf%! speaking engagement to find new donors"""""""""1#

5%2ing a Mai!ing List""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""3& ' %rc es and ot er fait 67ased instit%tions""""""""""""""""""""""""""""""""""""""""""""""""""""""38 Smart partners ips wit comp!ementar2 ser+ice pro+iders""""""""""""""""""""""""31 'onc!%sion"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""3( F%rt er 9eso%rces"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#)

Don,t o+erdo t e statistics- foc%s on t e stories""""""""""""""""""""""""""""""""""""""""""""""""1. /o%r Speaker,s 0oo!kit"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""11 P!aces to speak for 2o%r nonprofit""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""3) Works eet on speaking for 2o%r nonprofit """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""31 Speaking Engagement tracking works eet""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""3# Speaker 0oo!kit ' eck!ist""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""34

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$ntrod%ction to Finding New Donors

W ere does t e mone2 come from: Let;s take a !ook at so%rces of f%nding for nonprofits in t e <S from t is c art from =i+ing <SA" $t;s cra>2" 0 ere are ?1 tri!!ion do!!ars in t e nonprofit ind%str2" $f we were a sing!e ind%str2- we wo%!d 7e t e nation;s !argest" One in ten peop!e in t e <S work for nonprofits"1 Eac nonprofit as to a+e a so%rce of f%ndingand to 7e s%ccessf%!most need a person or a w o!e department dedicated to finding f%nding" /o% ma2 a+e seen Specia! E+ent signs in t e street in 2o%r cit2or gotten a !etter in t e mai! from a nonprofit- asking for mone2" /o% ma2 a+e seen an artic!e in a news7!og a7o%t a nonprofit getting a !arge grant" W en most peop!e t ink of f%ndraising- t e2 t ink of grantwriting or e+ents" S%rprising!2- o+er .&@ of f%nding comes from indi+id%a!sA 14@ comes from corporations- 14@ from fo%ndations- and 1@ from 7eB%ests" 0 is c art a7o+e is from =i+ing<SA" From 3))( to 3)14- $,+e !ooked at t is c art- and t e ratios a+e not rea!!2 c anged" $t,s a!wa2s a7o%t .&@ of f%nding t at comes from indi+id%a!s" Most peop!e in Nort America are not ric " And most peop!e w o gi+e
1So%rce: ttp:CCwww"p i!ant rop2reports"orgC Secrets of Finding New Donors SAMPLE Page #

to 2o%r nonprofit wi!! not 7e ric " 5%t t ese are t e peop!e w o are committed to 2o%r ca%se and wi!! s%stain 2o%r organi>ation" As Dim D!ein sa2s- E$ don,t want a gift- $ want a gi+er" $ don,t want a donation- $ want a donor"F So ow to get from ere to t ere: We!!- t e s ort answer is- go to t e peop!e wit t e a7i!it2 to gi+e t e most" Spend t e maGorit2 of 2o%r time wit t e peop!e w o gi+e 2o% t e most mone2" $f 2o% can wa!k into a o%se and ask a donor for ?8)-)))wo%!dn;t t at 7e easier t an spending # mont s on an e+ent: Do 2o% remem7er mega6c %rc es ad+ertising on 0H in t e 1)s: W 2 do t e2 s%cceed:

0 e2 ask a!! t e timeA

/o% a+e to ask as often as 2o% possi7!2 can" E+er2t ing e!se is a detai!" We ask o%r most fait f%!- most !o2a! peop!e for mone2 most often" 0 e2 act as if t is is a gift 2o%;re gi+ing t emA $t;s an eIc ange" Se+en o%t of ten ad%!ts gi+e awa2 mone2" W o to ask: We!!- (3@ of a!! gifts made and 8)@ of a!! mone2 gi+en comes from fami!ies w o make ?.)-))) and %nder e+er2 2ear" 0 at;s most peop!e" Finding Donors *ow do 2o% identif2 t ose w o want to gi+e to 2o%: $t,s a!! a7o%t 2o% and 2o%r comm%nit2" First- e+er2 7oard mem7er needs to 7e gi+ing to 2o%r nonprofit" 5oard mem7ers need to 7e f%ndraising from t eir socia! circ!e- too" 0 e2 ma2 kick %p a f%ss- 7%t ow can t e2 7e good f%ndraisers for 2o%- if t e2 don;t gi+e t emse!+es: $f 2o%,re afraid of dri+ing 7oard mem7ers awa2- sa2- E=i+e w at for /O< is a significant gift" We,d !ike 2o% to make %s one of 2o%r top t ree gi+ing priorities"F 5e2ond 2o%r 7oard- it;s a rectang!e dance" Start to identif2 a!! of t e peop!e 2o% know- and a!! of t e peop!e 2o%r 7oard or staff know" Start in t e center of a rectang!e 6*ere;s 2o%

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0 en mo+e o%t J /o%r fami!2Cfriends 0 en mo+e o%t anot er !e+e!6 AcB%aintancesC neig 7orsC fait 7ased organi>ations 0 en mo+e o%t anot er !e+e!6/o%r +endors- 2o%r power compan2- 2o%r p one compan2- 2o%r !oca! grocer2 store- etc" 0 en mo+e o%t anot er !e+e!6Anot er nonprofit in 2o%r area w o cares a7o%t t e mission 2o% care a7o%tor a !o772ing gro%p" 0 en mo+e o%t anot er !e+e!6We7sites and for%ms re!ated to t is mission topica!!2 0 en mo+e o%t anot er !e+e!6Nationa! organi>ations de+oted to t is mission 0 ere;s more e!p a+ai!a7!e t an 2o% knew- isn;t t ereA ' eck o%t t e 7igger +ersion of t is diagram on Page (" /o% can fi!! t is o%t- and cop2 and pass o%t to 2o%r eIec%ti+e directorot er staff- +o!%nteers- 7oard- and ad+isor2 7oard" 0 is wi!! e!p e+er2one see w ere t ere are areas of o+er!ap" Does eac person at 2o%r nonprofit %se one %ti!it2 compan2- grocer2 store or te!ecom: As !o2a! c%stomers- 2o%;re in a 7etter position to ask t em for mone2" 0 is is one of t e 7est wa2s to find new indi+id%a! and corporate donors" Aside from 2o%r c%rrent donors and t ose in t e rectang!es of inf!%ence!ook at t e ann%a! reports of ot er nonprofits wit missions simi!ar to 2o%rs" Ask if 2o% can 7%2 t eir mai!ing !ists" A!so- !ook at t e 5ook of Lists p%t o%t 72 t e 5%siness Ko%rna! in 2o%r cit2" As 2o% can see- once 2o% fi!! o%t 2o%r s eet- 2o% are s%rro%nded 72 a!! of t e peop!e 2o% need to know to make a!! of t e mone2 2o% need to raise" W en 2o% don;t ask 2o%r own comm%nit2 for mone2- 2o%;re sa2ing"
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L=i+e it somew ere e!seAL A!! organi>ations- e+en ones w ic are on!2 on!ine- need to create a strong comm%nit2 somew ere t at as a !ife of its own w ic can 7e mo7i!i>ed 72 t e nonprofit 7%t can and wi!! eIist e+en if t e nonprofit does not" 0 e strongest c%rrenc2 an2 organi>ation as is its comm%nit2- and not its cas " 'as is an o%tcome and t e fo%ndation of good comm%nit2" /o%r 7%siness profita7i!it2 wi!! coincide direct!2 wit 2o%r a7i!it2 to create comm%nit2" W 2: As t e information age mo+es to t e know!edge age- peop!e of ta!ent wi!! gra+itate toward areas w ere t e2 are respected and gi+en wort " $f 2o%r 7%siness or nonprofit or c %rc fai!s to 7%i!d comm%nit2- 2o% can forget a7o%t profit- donors and attendance"

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'onnections Works eet

Secrets of Finding New Donors SAMPLE Page .

( p!aces to find donors off!ine

W ere do 2o% find donors off!ine: 1" /o%r Ho!%nteersA 0 is is t e most nat%ra!- and 7est p!ace to start" Ho!%nteers gi+e 1) times as m%c as non6+o!%nteers- and if 2o% don,t ask- 2o% won,t get t eir donationsA 3" Ann%a! reports of ot er simi!ar nonprofits 0 ese are %s%a!!2 readi!2 a+ai!a7!e on t eir we7sites" /o% can !ook at sponsors and donors a7o+e a certain amo%nt- and ask a ser+ice !ike Fanc2 ands or Fi+errr to researc t ese donor names and come %p wit addresses and p one n%m7ers for 2o% and p%t t em into a goog!e doc spreads eet" #" /o%r Data7ase $f 2o% don,t a+e a data7ase- t en t is wi!! 7e more diffic%!t for 2o%" ' ances are- 2o% a+e a !ist- somew ere- of peop!e w o ga+e 7efore- t en stopped gi+ing" 0 is !ist or data7ase is a p!ace to go to find o!d donors and renew t em" $f t e2 a+en,t gi+en in o+er & 2ears owe+er- 2o% ma2 not want to 7ot er contacting t em" 'ontacts 3 2ears o!d and %nder are %s%a!!2 t e 7est 7et for t is met od" 4" Fait 7ased organi>ations W en does t is work t e 7est: W en 2o%r mission is somet ing t at c %rc esCmosB%esCs2nagog%es can get 7e ind" MMore on t is !aterN &" 5%2ing mai!ing !ists /o% wi!! want to tread caref%!!2 wit t is one" M%c of t e time- t is met od does not work" /o% a+e to find a good !ist +endor- ask t em t e rig t B%estions Mmore on t is !aterN and e+en t en it mig t take 46& mai!ings to e+en see an2 ret%rn at a!! from t ese !ists" 0 at,s it for o%r free pre+iew of finding new donorsA

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W at wi!! 2o% !earn in t e f%!! Finding New Donors e6co%rse: W en 2o% fo!!ow t e tips o%t!ined in t is e6co%rse- 2o%,!! !earn ow to de+e!op new donor re!ations ips" Week 1: Speaking Engagements & P!aces to find new donors off!ine *ow to a+e a s%ccessf%! speaking engagement for more donors ( new p!aces to find donors off!ine 5%2ing potentia! donor mai!ing !ists: *ow do 2o% +et t e !ist: *ow can 2o% %se t e !ist: ' %rc es and ot er fait 7ased instit%tions Smart partners ips wit comp!ementar2 ser+ice pro+iders

Week 3: 'reating Donors From /o%r Ho!%nteers Making a specia! appea! to +o!%nteers Ho!%nteers and Workp!ace gi+ing Asking +o!%nteers to make connections for 2o% Stewarding 2o%r +o!%nteers towards !arger gifts

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Week #: New 'orporate Donors Finding t e most c arita7!e corporations 'reating connections t at !ead to !ong term re!ations ips Sponsors ips and so m%c more

Week 4: Finding New Donors On!ine W at are 4 effecti+e wa2s of 7%i!ding 2o%r emai! !ist: W en to emai! and mai! 2o%r !ist: *ow often to mai! and emai! 2o%r !ist: 0o%c ing 2o%r potentia! donors m%!tip!e times *ow does transparenc2 raise 2o% more mone2: 0 e fo!!owing 7on%s materia!s are inc!%ded wit t is E6co%rse 1" Diagram to e!p 2o% find new donors 3" Samp!e compe!!ing on!ine form to e!p 2o% 7%i!d 2o%r emai! !istPL<S

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E7ook of 0emp!ates to t ank donors and make it meaningf%!

PL<S: A recorded we7inar on finding new donors M?1. +a!%eN

AND a 9ecorded we7inar on DEEP$N= 2o%r donors once 2o% find t em" M?.. +a!%eN

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W at is an E6co%rse: An e6co%rse is written materia!- sent to 2o% e+er2 week- in a printa7!e format" $t wi!! a!so inc!%de a recorded we7inar" We created t is format so t at 2o% can go at 2o%r own pace- and fit t e e6co%rse into 2o%r 7%s2 sc ed%!e" $s it !i+e: One person asked- is it a !i+e we7inar t at $,!! need to !ogin to attend: $t is not a !i+e we7inar" 5eca%se of e+er2one,s 7%s2 sc ed%!es- we are making t is e6co%rse of written materia!- p!%s a recorded we7inar- so t at 2o% can !earn t is information eIact!2 w en it is con+enient for 2o%" *ow !ong wi!! t e co%rse take me to comp!ete: 0 e co%rse wi!! take ro%g !2 3 o%rs a week" 0 ere,s a!so a recorded we7inar t at ma2 take a !itt!e more time" Wi!! t ere 7e printa7!e materia!s: /esA E+er2 week 2o% wi!! get an emai! wit an attac ed pdf t at 2o% can print and p%t into a 7inder" Wi!! t ere 7e an2 opport%nities to ask B%estions: A7so!%te!2A /o% can emai! me %n!imited emai!s for t e d%ration of t e co%rse" Wi!! t ere 7e practice eIercises to comp!ete: /es- t ere wi!! 7e practice eIercises to comp!ete" $ inc!%de works eets and temp!ates in a!! of m2 we7inars and e6co%rses" $ 7e!ie+e t at if 2o% app!2 2o%r !earning instant!2- t en it sticksA $s t ere a mone267ack g%arantee: /ESA $f 2o% are not satisfied for an2 reason- $ offer a #) da2 mone267ack g%arantee" '!ick ere to !earn more a7o%t t is e6co%rse or +isit t is !ink: ttp:CCwi!dwomanf%ndraising"comCprod%ctCsecrets6of6finding6 new6donors

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A7o%t t e teac er:

Ma>arine as e!ped nonprofits across t e <S and 'anada find new donors t ro%g a +ariet2 of t e tec niB%es t at are s ared in t is e6 co%rse" One nonprofit went from ?11-))) a 2ear to ?#&-))) a 2ear- to ?1))-))) a 2ear wit tec niB%es from t is e6co%rse" Ma>arine 0re2>- 5A- M5ard 'o!!egeNis t e a%t or of t e pop%!ar Wi!d Woman,s =%ide to F%ndraising" *er 7ook was named as one of t e 0op 1) 7ooks of 3)1) 72 5et Danter'EO of Ooetica and a%t or of 0 e Networked Nonprofit" $n 3))# Ma>arine 0re2> wrote er first grants for $ndonesian nonprofit /a2asan Emman%e!" $n 3))& s e co6 fo%nded a nonprofit ca!!ed E0 e Moon 5a!!oon ProGectF on t e so%t s ore of 5oston- MA" Since t at time s e as raised o+er ?1M for +ario%s !oca!- nationa!- and internationa! nonprofits wit appea!s- emai!sgrants- sponsors ips- and more" Pre+io%s speaking engagements inc!%de: Association of F%ndraising Professiona!s M3)14N 5!ack7a%d M3)1#63)14N Ho!%nteermatc "org M3)1#63)14N =%ideStar M3)1#63)14N 4=ood"org M3)14N Nationa! S5A Sma!! 5%siness Week M3)1#N Oregon S5D' M3)1#N Wi!!amette Ha!!e2 De+e!opment Officers M3)1#N Sc!eroderma Fo%ndation Nationa! Leaders ip 'onference M3)136 3)1#N Mea!s on W ee!s Nationa! training seminars and conference M3)136 3)1#N
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 <ni+ersit2 of Port!and,s Master,s in Nonprofit Management program M3)13N 'enter for Nonprofit Organi>ations- M3)11N /o%ng Nonprofit Professiona!s Network in A%stin M3)11N 0eIas Association for Nonprofit Organi>ations M0ANON M3)1)N and more" Ms" 0re2> as ta%g t t o%sands of nationa! and internationa! nonprofits ow to f%ndraise since 3))(" Ms" 0re2> created t e first F%ndraising Android Apps in 3)1)" $n 3)13 s e p%7!is ed 0 e Wi!d Woman,s =%ide to Socia! Media- w ic got a & star rating from Nonprofit"A7o%t"com in 3)1#" $n 3)1# s e p%7!is ed =et t e Ko7A /o%r F%ndraising 'areer Empowerment =%ide- w ic a!so got a & star rating from Nonprofit"A7o%t"com" '!ick ere to !earn more a7o%t Ma>arine

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