Direct Marketing

Anup Tiwari

& Team

Aim & Objectives

To initiate, educate, inspire and motivate you about potential and options for Fundraising

Further strengthen you to promoteSustainable and Independent NGOs

Today we do this by sharing details of Direct Marketing

FUNDAMENTALS OF FUNDRAISING

Learning Outcomes

• Understand fundraising

• Review principles of fundraising

• Examine various fundraising sources & techniques

What is Fundraising?

“The art of getting people to give you what you want,

where and when you want it, for the work of your organisation”

Guiding Principles

Where? What?

Sources of Funds1. Individuals

2. Companies

3. Trusts & Foundations

4. Government & Statutory

5. Earned Income

What Donors Give• Money• Goods• Time & Expertise

What else?VoiceInfluenceInformation

invest duty

hearts have been touched religion

organisation does good work will use their money responsibly

gratitude remembered

People give because…

guiltypublic recognition, power, respect or gratitude

Peer pressure Giving makes good business sense

family habit something tangible in returnwant to have fun at an event

tax reduction for the donationGiving feels good

People give because…

People give because they are asked!

09:37:17 AM 09:37:17 AM25 Apr 09

25 Apr 09Master Class – Direct Marketing

Giving in USA and UK (2007)

Where does the money come from?

Individuals74%

Legacies10%

Trusts/fdns11%

Corporate5%

INDIA

*Besides what is received from Government & Abroad including Non Resident Indians

POOR FUNDRAISING--WHY SO??

Indian Scene

• More than 1 million high net worth individuals– No targeted approach to address them

• More than 1,00,000 millionaires in $ terms

• Non Resident Indians (NRIs) give big! – $ 2 Billion USD Annually (2005/2006)– Where does this go?

Impact of successful fundraising

NGO’s in India – > 1 million Fundraisers - Only a fraction of 1% of NGO’s have one.

Urgent need to create fundraisers, build relationships and manage donor funds with high integrity and efficiency.

Over Reliance -on grants and doles-NGOs no fundraising agenda Revenue Model-NO self sustainable plan

Potential - remains untapped and the “giving market” is NOT growing

India needs a “Leap Frog Strategy” for creating fundraisers urgently

Limitations with Current way

Challenges to Local Resource Mobilization

Why Pursue All Types?

Techniques

Which techniques?• Visibility• Resources• Cost• Staff/skills/Team• Infrastructure• Cause/competition• Life stage/strengths• Communication/brand• Technology

• Sustainability• Growth/risk• Leadership support• Scalability• Diversify• Restricted Funds• Interesting• M & E

Avoid being overly-dependent on any single source.

Build in a good mix of income sources in your fundraising strategy.

Avoid being overly-dependent on any single source.

Build in a good mix of income sources in your fundraising strategy.

Success in Fundraising-1

Success in Fundraising-2

Donor cultivation curve

Contact

Ownership

Acceptance

Understanding

Awareness

Time

Preparation Phase

Acceptance Phase

Commitment Phase

Buy-in

Internalisation

= Current Level = Desired Level

Example: Donor Group XYZ

Why individuals give?

Collecting viz a viz Fundraising

There is an activity involving many motivated, well-intentioned people who are all furiously busy and which collects money.

And there is fundraising, which is something totally different.

Distinction is simply put, but vitally important:

• Fundraising has clear goals, timelines, a clear case for support and

• A forensic approach to building lists of donor prospects.

• Anything else is just collecting money.

Donor Pyramid

UpgradingUpgrading

Remember…Fundraising is not only about money.

It’s about friend-raising and relationship-building.

You will have more fun and success when you stop trying to get what you want, and start helping other people get what they want.

-Dale Carnegie

Great fundraising is not just asking people to give.It is about inspiring people to give.

Are you ready?

• Are you well Governed and Managed?• Do You have a strategic plan? (Vision, Mission,

Values and Strategy)• Are you clear exactly what you want and for what?• Can you demonstrate results?• Do people know you?• Can you provide donors with what it requires in

return?