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Chapter 7: Generating Funds 
Part 2
Meg Giddings
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3 Types of Individual Fundraising
lA)  Annual Giving: campaigns r= un each year soliciting past and new donors
<= span style=3D'visibility:hidden'>l
lB)  Major Giving: donations th= at are earmarked for a identified purpose from a specific donor
l
lC)  Planned Giving: donations received by the nonprofit following a donor’s death <= /span>
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A) Annual Giving Campaigns
l11 Components of a Successful A= nnual Campaign
1.Solid volunteer campaign = leaders and support from = agency staff
2.Organization
3.Appropriate yet challenging goals
4. Different approaches for donors of different levels of giving
5. Preparation and Planning
6. Comprehensive training for volunteers
7. Well-defined time-table and schedule
8. Regular reports, checks and balances
9. Ability to donate online
10. Method of recognizing volunteers and donors
11. Solicitation of lifetime donors
Source: Andreasen & Kotler, 2003= , p. 203
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1) Volunteer Leadership and Staff Support
lVolunteers
lThe organizers and leaders of the campaign
lGenerally board members
lHigh profile position
lRequires significant dedication to the task
lStaff
lResponsible for provide statistics and other information needed by volunteers
lProvide methods for monitoring progress of = campaign and volunteers
l
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2) Organization
lCreated multiple approaches to fundraising –= should be orderly and rational <= /div>
lApproach potential donors via: <= /div>
lPhones
lPostal Service
lFace to Face Contacts
lFundraisers
lInternet contacts (e.g. email, agency website) = ;
l&= #13;
l (Source: Andreasen & Ko= tler, 2003)
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3) Set Appropriate Yet Reasonable Campaign Goals
lEstabl= ish total campaign goal and progress goals (e.g. quarterly goals, monthly goals)
lCharacteristics of effective goals:
lRealistic
lMotivate campaign workers
lUnambiguous and well-defined
lAllow progress monitoring by volunteers
lClearly assign responsibilities to volunteers involved
l (Source: Andreasen & Kotler, 2003, p. 204)
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4) Donors at Different Levels Should be Approached Differently
lDifferentiate donors by:
l 1) How much effort and solicitation should be applied to the donor
lBased on potential donor’s ability to give
l 2) Type of approach used to solicit donations
lSmaller donors may be approached in less personal ways (i.e., group mailings) than large donors (i.e., personal visits)
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5) Preparation and Planning
lResearch on donors and collection of donor lists are critical – kn= ow potential donors
lConsideration of donor lists should be intensive and detailed <= /div>
lEstablishes a path for the campaign
lAllows for planning and projection for the entire campaign
l
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6) Utilize Comprehensive Trainin= g
lTrain campaign workers to educate donors about the nonprofit, but also focus on how giving to the nonprofit will positively benefit the donor
lVolunteers should b= e aware of cutoff dates and should have enough information to monitor progress during the campaign
lShould be aware of = short-term goals and be prepared to provide progress data
7) Set a well-defined schedule and time-t= able
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8) Regular reporting, checks = & balances
lRelated to a structured schedule. Volunteers should regularly report in on progress made and should be accountable for recording donations and pledges received.  This allows the nonprofit to monitor progress and reevaluate approaches or reevaluate progress.
lInternet provides a multimedia approach through pictures and text lAllows donors to s= eek out the nonprofit lMay allow donors t= o see where their money is going in a practical sense lWill continue to increase in the future
9) Donors should be able to donate online
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10) Should have a method of recognizing donors and volunteers
lShould be done following the campaign <= /span>
lThank you letters and acknowledgements should be <= /span>sent promptly following a donation
lAcknowledgment of donors at different levels is beneficial
lHonor donors with invitations to organizational events
lInvolve the donors in determining how their gift is used
lFor volunteers, recognition through a thank you gi= ft, letter, or other honor is important as well to dev= elop volunteer loyalty to your organization.
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11) Lifetime Donors
l60% of donors give = to one organization only (Andreasen & Kotler, 2003) =
lLifetime Value (LTV= ) of a donor is the present value of future donations – should be calculated and evaluated to determine the most appropriate method of approaching a particular donor
lHigh LTV means more resources for recruitment should be utilized
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B) Major Giving
lDonations are purpo= se specific
lProvide approximate= ly 80% of donations and only require approximately 20% of the effort required for an annual campaign (Andreasen & Kotler, 2003, p. 208)
lCosts and benefits = to the organization as well as costs and benefits to the d= onor should be considered
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Steps in Major Giving
<= span style=3D'font-size:75%'>1.Identify pote= ntial donors
2.Research pote= ntial donors to ensure they have the ability to make a sizable contribution
3.Evaluate poss= ible methods of approaching these