new approaches to fundraising a workshop prepared and delivered by kathy roddy of kathy roddy...

NEW APPROACHES TO FUNDRAISING

A workshop prepared and delivered by

Kathy Roddy of Kathy Roddy Research and Consultancy

Kathy Roddy Training

Why do you need to diversify your income streams?

Over-dependence on statutory / trust funding (contracts / grants)

All eggs in one basket

Kathy Roddy Training

Kathy Roddy Training

Kathy Roddy Training

Kathy Roddy Training

Kathy Roddy Training

Also….

Statutory / Trust funding is often restricted to projects….

…which limits your flexibility to invest in infrastructure, explore and develop new ideas, invest in fundraising, give yourselves a pay rise etc…

Kathy Roddy Training

What we want is…..

…more unrestricted income

When do we want it?

…18 MONTHS AGO!!!

Kathy Roddy Training

How do we get it?

Individuals

Kathy Roddy Training

Companies

Kathy Roddy Training

Time for you to do some work!

How can we fundraise from individuals?

How can companies support local voluntary groups?

Kathy Roddy Training

Individual giving pyramid

Initial donations – solicited through fundraising events such as street collections, raffles, appeal

letters, sponsored activities etc.

Regular commitment – membership, committed giving scheme, Gift Aid etc.

Major donors – Approximately 20% of donors will fall into this

category

Legators

Organisations seek to bring new donors in at the base of the pyramid through a variety of initiatives and develop them up through the various levels, eventually to the point where the donor will leave a legacy gift.

Some donors may come straight in at these levels

Moving up the pyramid, there are fewer donors, but they are worth more – they have a greater ‘lifetime value’

Kathy Roddy Training

Companies….

Don’t like giving money away out of their own profits

Happier to encourage their employees to give

New opportunities for asking their customers to give

Kathy Roddy Training

Combining individual and corporate giving

Matching employee fundraising

Kathy Roddy Training

Adding donations to bills

Micro donation schemes

“Optional” donations

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How does it work?

Need to understand donor psychology

Read “Nudge”

Kathy Roddy Training

Motivators

We go with ‘defaults’

We want to be seen to do what ‘normal’ people do

We want something back (reciprocity)

Kathy Roddy Training

How does this relate to fundraising????

We need to make it as easy as possible for people to give

We need to create the impression that giving is “the norm”

We need to meet people’s motivational needs

Kathy Roddy Training

More work!!!

What motivates individuals to give to charities?

What motivates corporates to give to charities?

Kathy Roddy Training

Findings:

Give people their ‘motivational paycheck’

Say THANK YOU and tell people regularly what you have achieved with their money

Approach corporates with “what’s in it for them”

Kathy Roddy Training

That’s all we’ve got time for, so…

THANK YOU and