Building a Strong Foundation for YWCA Fundraising Success

for every woman 0

YWCA FUNDRAISING 101: Laying a Foundation for Success for every woman YWCA USA June 28, 2013

Whos Here? 1. I m a local YWCA CEO ________ 2. I m a local YWCA Board Member __________ 3. I m on my YWCA s Development/PR Staff ______ 4. I m a local staff member (not a 1 or 3 ) _______ for every woman 5. I m somebody else _______ 2

We All Share The Same Goal A vital and robust YWCA that achieves its mission . meets community needs . engages the community in its work. for every woman Resource Development: Critical to Our Success!! 3

YWCA USA Fund Raising Training A series of 6 workshops designed to help local YWCAs build their fund development capacity Fund Raising 101 (Today) Developing Your Annual Fund Raising Plan (July 25, 2013) Major Gifts (August 22, 2013) Fund Raising Events (September) Capital Campaigns (October) Planned Giving/Endowment (Nov.) for every woman 4

Lets Build a Culture of Philanthropy All Hands On Deck!! Board and staff understand the compelling mission, vision and impact of your YWCA fluent in key messages Board and staff understand the YWCAs resource needs, embrace their fundraising roles An appreciation of donors, volunteers permeates your YWCA for every woman Resources and systems in place to develop, nurture, steward YWCA constituents We believe: people are good-willed, share our values, want to help 5

The 3-Legged Fundraising Stool E N D O W/ P G I V E A N N U A L C A P I T A L for every woman F U N D 6

More On The 3-Legs Fund Raising Program Annual Fund Gifts for agency operating budget spent every day to balance the budget Approaches Who Gives? Events Major gift programs Social media, direct mail, newsletters Individuals give from their discretionary annual income Capital Campaigns Gifts for major land, building, equipment initiatives Outright gifts Pledges Individuals (income, assets); foundations, corporations for every woman Endowment/Planned Gifts Gifts that create a perpetual revenue stream for the annual budget..or used for donor-restricted purpose. Individuals give from lifetime assets. Bequests Outright gifts Gift Annuities Remainder Trusts 7

Laying the Foundation For Success!! A COMPELLING MISSION/ CASE The Agency Focus: YWCA/ community priorities Successful outcomes Accountable/transparent Board & Staff Competent Connected Agency champions Culture of philanthropy Constituents Share mission/values Lots of them Have resources for every woman Development Resources & Systems Annual Plan Fundraising Staff and Volunteers Information Systems/Data Base Donor Stewardship 8

Homework #1: Hows Your YWCA Doing? This assignment is for Senior Staff and Board Leaders: Take another look at the preceding slide. Put a + by the areas you think your YWCA is doing particularly well Put a - by the areas where you think the most work needs to be done. for every woman Prioritize those - areas you ll tackle this year This gives us an idea about where we can focus our efforts most productively 9

Q and A for every woman 10

Starting Point: Your Case for Support What your Case should include: In 1,000 words: Mission/vision/values Community needs, our relevance, our impact/outcomes Why us: Our approach, effectiveness, uniqueness Why your gift is critical Community benefits: scope and outcomes Why it s important to have a strong Case : Frames our work, creates consistent messages Empowers Board members, staff Distinguishes YWCA from others Excites, inspires for every woman Process: Vet with Board, staff, other stakeholders; refine 11

Building a Strong Constituency. Friend-Raising, Engaging People: Why It s So Important!! Educate people about key issues Create excitement and buzz about the YWCA Connect clients to the community Engage in public policy e.g. the surprising ally Make the YWCA part of the fabric of the community Garner financial support for your YWCA for every woman 12

Sources of YWCA Constituents CUSTOMERS, CLIENTS BOARD & STAFF CIVIC GROUPS, ALUMNAE CHURCHES for every woman HIGHER NET WORTH PEOPLE VOLS INDIVIDUALS 13

Key Ingredients For a Fabulous Constituent! + BINGO!! Intellect: Understand the nature, scope, implications of community needs, issues Emotion: Empathize with the people impacted for every woman Understand the human consequences if needs unmet Understand YWCA s problem- solving programs 14

Constituent Development Activities (just a few examples) Board and staff constituency development campaign (e.g. 20 Board X 5 touches per mo. = 1,200 touches /yr) Strategic public speaking Strategic, content-rich events Strategic civic engagement/memberships Tours of your key programs, facilities Meaningful, pro-active volunteer opportunities Governance, Blue Ribbon, other committees Program and services, including high touch 1- time and ongoing volunteer opportunites Activities that include donor s children for every woman Board (& staff) Alumnae groups 15

Homework #2: Make Some CD Plans! This assignment is for all Staff and Board members: Identify 3 strategies you will implement this quarter to expand your YWCA s constituency. for every woman 16

Q and A for every woman 17

YWCA Special Event Fundraising We Do A Lot Of It For Example: Women Of Achievement Luncheons (awards) Women Empowered Luncheons (ask for money) Walk a Mile in Her Shoes Soup Bowl Events Wine Events Purple Purse (social media..Allstate) Auctions YWCA Anniversary Celebrations for every woman 18

Special Events Truisms Two Truisms: 1) Fund raising events can be very powerful and effective 2) Fundraising events are labor and cost-intensive (and often stressful) So it s important to: Put the time and effort in up-front to make sure you ve got the right event Evaluate and tweak the event every year for every woman Make a commitment to the event, stick with it and grow it Stay tuned for our YWCA Events Webinar September 2013! 19

Every Gift is Important But we need some big ones, too!! # Gifts to Reach $100,000 $ 25 $ 100 $ 250 $ 500 4,000 1,000 400 200 100 20 for every woman $1,000 $ 5,000 Every Gift Requires Time and Resources 20

How to Secure Major Gifts Establish YWCA as an institution , worthy of major investments Identify major donor prospects ( prospecting sessions): Women who share our values and who . Have capacity Current donors and those not currently giving Create a plan for engaging each major gifts prospect in the YWCA Identify contact person Determine best method for every woman Establish program-specific opportunities (e.g. carve-outs ) 21

Homework #3: Identify Major Donor Prospects Identify 10 current donors who have the capacity to make a major gift if approached correctly Identify 10 women in your community who have capacity and share our values but are not yet donors for every woman Stay tuned for our YWCA USA Major Gifts Webinar .August, 22, 2013! 2 pm EDT; 1 pm CDT; 12 noon MT; 11 am PDT 22

Planned Giving/Endowment Create a legacy and a future. Build a pipeline Plant a tree for others to sit under. What s required: YWCA perceived as a trustworthy community institution You re cultivating a strong constituency, supporters You re building a planned giving/endowment program Creating committee of experts, core constituents Integrating into ongoing communications Creating opportunities e.g. Planned Giving Notification for every woman Stay Tuned for Our Planned Giving/Endowment Webinar November! 23

Major Fund Raising Roles (Illustrative) In a YWCA with a Culture of Philanthropy Activities Responsibility Board CEO/FD Staff Build Board for fundraising X Promote YWCA Case , build constituents X x x Run effective organization, high-impact programs X X Create positive culture for clients, volunteers, public X X Set fund raising goals X x Develop fundraising plan x X for every woman Develop, maintain fundraising systems X Identify/research donors X X x Prepare materials, write grants X Give and Get X x Steward donors X X x Staff committees, events; support the board X 24

Homework #4: Outline Expectations This assignment is for Board, CEO, FDD. Recruit a Board/ED/FD team to draft up an agreement that outlines: Board members fund development responsibilities e.g. Their gift PR efforts Support of major events 3 others ways they will support for every woman CEO/Development staff responsibilities Review with the Board, get consensus, support Ask each Board member to complete an agreement 25

Q and A for every woman 26

And Finally Let s always keep in mind . Fundraising for a healthy and vital YWCA is a continuous process. You can t do it all right away . Get everyone involved and Keep working your plan with energy and diligence. Every step .even a small step....Is important Be resolute and joyful, don t get discouraged. Celebrate progress and victories . for every woman Keep at it .and attend our next 5 Webinars! Next: July 25th Developing your Annual Fund Raising Plan 2 pm EDT; 1 pm CDT; 12 noon MT; 11 am PDT 27