new approaches to fundraising a workshop prepared and delivered by kathy roddy of kathy roddy...
TRANSCRIPT
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
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Companies
Kathy Roddy Training
Time for you to do some work!
How can we fundraise from individuals?
How can companies support local voluntary groups?
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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
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Combining individual and corporate giving
Matching employee fundraising
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Adding donations to bills
Micro donation schemes
“Optional” donations
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How does it work?
Need to understand donor psychology
Read “Nudge”
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Motivators
We go with ‘defaults’
We want to be seen to do what ‘normal’ people do
We want something back (reciprocity)
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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
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More work!!!
What motivates individuals to give to charities?
What motivates corporates to give to charities?
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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