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Revenue Enhancement
Product Development
Membership Marketing
Many associations and societies have demonstrated through their fundraising
successes that long-time, loyal and active members are willing to contribute
more than their time and talent to their professional society or association.
When you stop and think about it, it only makes sense.
The
truth is your long-time, loyal and active members are a potential mother
lode of philanthropic potential, both in terms of what they will be willing
to give as individuals, and the additional contributions you can leverage
from their generosity.
So how do you go about it? Successful fundraising programs usually have six steps:
- Situation
Assessment: determine factors that might influence the campaign
through interviews with staff and volunteers; identify potential donors
and giving levels, segment donors; structure goals and time lines
- Fundraising
Master Plan: determine processes and tools for implementing the
plan
- Case
for Giving:
provide facts and figures, demonstration of need and proof of donor
benefits to convey a clear, complete, persuasive rationale
- Pre-Campaign
Audit: interview selected potential donors to assess fundraising
climate and gauge a realistic level of support
- Detailed
Campaign Plan:
include solicitation and recognition strategies, materials needed for
public relations and communications, anticipated levels of giving and
phases of the campaign
- Campaign
Execution:
managing and monitoring the plan, supporting and encouraging volunteers
and communication
A
good program requires sound staff support, and professional consultation
and training can help.
But
the basic approach to fundraising has not changed: people give money
to people they trust.
So your fundraising program will succeed or fail on your member volunteers, their commitment and your ability to equip them to do the job.
Next:
Product
Development
Previous: Revenue Enhancement
