If you’re a regular reader of this newsletter, you may notice that it looks a little different this time.  We’ve eliminated the 2-column format and gone to a simple 1-column version.  I like simple!  So does the gal who formats this for me! (Love ya Terri!)

It seems to be my nature to always be looking for ways that I can improve what I’m doing.  I’m always trying to find a way to tweak the products and services I offer you.  As a Fundraiser, I’m always trying to find a way to deepen relationships with donors or to make my activities more efficient.  I believe that’s one reason I was so successful as a Development Director – I was never happy with status quo.

I’ve heard it said that the one thing we can count on is that things will change.  The only way to be ready for that is to have a plan.  A good, solid fundraising plan will help you handle any changes that come along during the year, particularly if they’re unexpected or unhelpful.

I’ve got lots of good info in this issue to help you create a plan for the rest of 2010.  I hope you’ll pay special attention to the announcement about my upcoming virtual retreat.  I’d love to have you in the group as I lead this unique day of planning on Feb 19.

So, dig in and enjoy!

Simple Success Fundraising Plan Virtual Retreat.  Join me on Feb 19 for a virtual retreat as I help you create your very own “Simple Success” Fundraising Plan.  We’ll spend the day together using the phone and internet, and I have tons of activities and exercises to help you get your head around your plans for the rest of 2010.  Go here for more information and to register: http://getfullyfunded.com/simple-success-retreat

Foundation Group/Get Fully Funded Nonprofit Boot Camp.  Are you new to nonprofit?  Want to shorten your learning curve?  Then join me and my friends from the Foundation Group for a full day of information on February 27 in Nashville, TN.  You’ll learn keys to maximizing your fundraising efforts, how to manage programs and people, and how to avoid the pitfalls that are common to other nonprofits.  Go here for more information and to register: http://www.501c3.org/bootcamp.html 

 A Little Learning

Planning to Set Your NonProfit Apart from the Crowd

Developing a proactive, comprehensive fundraising plan to make sure your organization is fully funded is just one part of a total plan for your organization. There is another plan you need to create- one that is just as important and could make your fundraising goals easier to reach.

The plan I am referring to is a marketing plan.  It is your game plan to communicating with your donors, potential dono rs, media, public officials and anyone else that matters to your organization.

To effectively market your organization, you must first know a few things about yourself.

1. Determine what business you are in.  Can you boil your mission statement down to something really short and sweet?  For example, Habitat for Humanity is in the business of building decent, affordable homes for families in need.
2. Determine the key message(s) you want to get out.  There are probably one or two things that you really want to say to the public and to your target audience.  Habitat may have a key message of "Everyone should have access to a simple, decent, affordable home."
3. Identify your target audience(s).  There are probably a few specific groups of people that you want to reach with your key messages.  For Habitat, churches are a target audience because they provide a lot of financial support and volunteers.  You might want to reach out to other groups like political leaders, college students, environmentalists, corporations or even media outlets.

Once you are clear about yourself, your messages and your audience, you can put together a plan for marketing.

1. Position your organization.  What is the thing you hang your hat on or differentiates yourself from other similar organizations?  Are you the only one providing the service you provide?  Have you been around the longest?  Are you the best?  Once you figure this out, you can use it to position yourself in the minds of your target audience.
2. Develop and implement a communications plan.  How will you communicate with your target audience? What techniques will you use?  How often will you communicate with them?  These are questions you must wrestle with.  Your newsletter, website, brochure and annual report are all tools you can use for communicating with your target audiences.

Also consider how you will work with the media as part of your communications plan. Think about the target audiences you want to reach and develop a list of appropriate media contacts.  For example, you don't need every reporter at the Knoxville News Sentinel on your media list.  You may only need the food section editor or the health section editor.

3. Determine how you will measure success.  Are you looking for an increase in donors?  An increase in donations?  Being able to measure success will help you know when your marketing efforts are working.

Marketing isn't something you can do once and forget about, so be prepared to work on your marketing and communications activities year-round.  And remember that the better job you do with marketing and communications, the easier fundraising will be.

 Leadership Corner

Build the board of your dreams with proactive recruitment

Are you reactive or proactive when it comes to recruiting new Board members?

Reactive recruiting can leave you with more problems than solutions.  Unfortunately, reactive recruiting is the way that many Boards go about bringing new people in.  They wait until it's time to have new members in place and then hastily recruit friends and neighbors just to fill seats or reach the magic Board member number set out in their bylaws.  Being proactive and having a plan to recruit the right people with the skills and talent you need can help ensure your Board is successful.

Proactive Board recruiting starts with evaluating the skills needed on your Board.  A simple matrix can offer a fresh look at what your organization needs in its top leadership.  Do you need someone with banking or finance expertise?  How about someone with marketing or communications skill?  Do you need an attorney? Someone with human resource experience?  How about someone who is comfortable fundraising?  Across the top of the matrix, write the skills your organization needs.  You'll probably have some needed skills that are unique to your organization.

Sample matrix

Now down the left side of the matrix, list your current Board members.  Then, check the boxes so you can see which of the needed skills are already on your Board.

Sample matrix

This exercise should show you where your holes are.  In the sample matrix, we can see that the organization needs someone who is an attorney.  Be careful not to fall into the trap of thinking you can get just any attorney!  You need someone who has an interest in the work the organization is doing and who is willing to serve.  If that person is already a donor of the organization, all the better!  They are already demonstrating their commitment to the cause.

Another useful tool in proactive board recruiting is a Board member agreement.  This simple document details the things that you expect your Board members to do, like attend meetings, participate in fundraising events and making a financial contribution to the organization.  Giving a potential Board member a 'heads up' about their responsibilities can help them make a better decision about joining your Board and get them off on the right foot to being a great Board member!

In Your Own Words

Sandy,

I just wanted you to know how much you inspired me yesterday.  Lana was my daughter's best friend.  I became involved with this foundation to help her parents.  It has turned into a bigger task than I thought but I love it.  I want to see this foundation do great things.  Your class really gave me direction.  I feel now I know what I need to do - or at least where I can start.

Thank you so much!

Holly Shull, Board member
Lana’s Love Foundation
Chattanooga, TN
www.lanaslove.com

Would you like to share your experience learning from Sandy?  Email sandy@getfullyfunded.com.

Ask Sandy

Dear Sandy,

I’m trying to convince my executive director and board to update our fundraising plan so it is more diverse and relies less on special events and grants, but I’m not sure what to focus on.  Any suggestions?

Stale Plan in Seattle

Dear Stale,

You are so smart to realize that you need to diversify your revenue streams! 

One of the best and most efficient things you can do is start focusing more on individual donors.  Make a list of your top 20 donors and make it a point to reach out to at least one donor a day.  It could be a quick thank-you call, a newsletter with a personal note, an email with a link to a great article about your organization- anything that shows how much you appreciate their support and how their donation is making a difference.  You’ll be amazed at how much you will get in return for simply reaching out to your donors and developing a personal relationship with them.  This is the beginning of a major donor program and it will pay off big for you in the long run!

Also take a look at your donor list and see if a lapsed donor appeal can be sent.  Renewing past members is always easier than acquiring new donors.

Got a question for Sandy...Email it to sandy@sandyrees.com

From the Get Fully Funded Blog

Get help creating a detailed fundraising plan

Join me next Friday, Feb 19, as I lead a virtual retreat to help you create a detailed fundraising plan for 2010.

A virtual retreat is just what it sounds like – a time to step back and plan, but you can do it from home or your office.  You just need a phone and internet access.  We’ll be on the phone for a while, then I’ll give you an assignment and you’ll hang up and work on it.  Then we’ll get back on the phone together and do the next part.  I think you’ll really enjoy this format!

I’ll be taking you through the creation of goals, objectives, and action plans for your fundraising program this year.  We’ll talk about everything from special events to major donors, and I’ll share nearly a dozen templates and tools that I’ve developed and used over the years to help me raise money more effectively.

To read more or to sign up, visit http://getfullyfunded.com/simple-success-retreat

4 Keys to Successful Fundraising

7 Questions Your Fundraising Plan MUST Answer

NonProfit Fundraising Resource RoundUp

3 Baby Steps to Overcoming Fear and Asking for a Gift

 Where's Sandy

“Fundraising in the Blogosphere,” AFP International Conference, April 13, 2010, Baltimore, MD

“Ready, Set Go!  How to Train Your Board Using Games,” AFP Dallas-Fort Worth Philanthropy Conference, June 24, 2010, Arlington, TX

Want Sandy to come speak at your meeting?  Email sandy@sandyrees.com for more information.

About Sandy

Sandy launched her coaching career and GetFullyFunded.com in 2005. As a former Director of Development, she’s well-versed in all areas of fundraising and donor development, with key strengths include donor relations, direct mail, nonprofit marketing, board development, and strategic planning. She obtained her CFRE (Certified Fundraising Executive) certification in 2003.

She’s a prolific writer, having authored her book Fundraising Buffet and co-authored 7 Essential Steps to Raising Money By Mail.  She’s contributed articles to Advancing Philanthropy and Fundraising Success Magazine. She’s the author of the blog Get Fully Funded, and was recently named one of the Top 100 Women Bloggers to Watch in 2010 by WE Magazine.

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Website: getfullyfunded.com
Blog: getfullyfundedblog.com
Email: sandy@getfullyfunded.com