BUILDING A BRIGHTER FUTURE TOGETHER A Campaigner’s Guide to Annual Campaign
GET TO KNOW US Our Mission The Channel Islands YMCA is a charitable organization providing programs based upon Christian principles to men, women, and children of all ages, races, religious beliefs and economic status to develop and enrich the spirit, mind and body. Our Areas of Focus The Y is committed to strengthening our community through Youth Development, Healthy Living and Social Responsibility.
A Brighter Future It’s about people The Y is a place where everyone is welcomed regardless of race, age, religion or financial standing. It’s providing resources to support those in need Annual Campaign contributions are invested in people – assuring no one is turned away due to lack of funds. Instead, children and teens are provided access to programs offering safe outlets, positive role models and opportunities to achieve their full potential. Families and individuals can grow and thrive through our wellness programs, child care, camp and aquatics. It’s an opportunity to help others and give back to our community The YMCA is a 501(c)(3) charity and one of the largest philanthropic organizations in the US, dedicated to helping children and families live healthier, more productive lives in spirit, mind and body.
WELCOME TO ANNUAL CAMPAIGN! The Channel Islands YMCA has been serving the community for nearly 130 years. As a leading nonprofit, we have a mission focused on strengthening communities across Santa Barbara and Ventura counties. While we foster a culture of philanthropy all year long, Annual Campaign is a great time to focus our attention on sharing the YMCA story and the impact we have on so many lives every day. With dedicated campaigners like you, devoting the time and energy to raise much-needed funds, our impact grows. 1
This booklet will help set your campaign up for success. Thank you for all you do. We look forward to working together to make a difference in our community! As a YMCA Annual Campaign volunteer, you are joining a team committed to fun, fellowship and raising money to help families in need in our community. When you achieve your personal fundraising goal, you are ensuring there are enough resources for everyone who needs the Y! Make your gift first Your gift demonstrates your commitment and belief in the YMCA. After making a personal gift, it is much easier to ask someone else to do the same. Attend campaign events Be active in team trainings, Annual Campaign kickoff, branch report nights and your victory celebration. You’ll meet other campaigners, learn more about Y programs, receive important campaign tools and information, and celebrate success by hearing from individuals whose lives you are helping to change. Tell the YMCA story Let people know how the Y is strengthening the community and improving the quality of life for children, teens, adults and families. Ask Share our Y story and ask your family and friends to join you in making a gift to the Y. Submit completed pledge cards weekly Please turn in cards to your branch campaign office for both those who give and those who decline. Write personal thank you notes to the donors you solicit A hand-written thank you note is important, and should be sent, ideally, as soon as 48 hours, but no later than one week from when a donor makes a pledge or gift.
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DRIVING SOCIAL RESPONSIBILITY Frequently Asked Questions What is the YMCA? The YMCA is a not-for-profit 501(c)(3) organization funded by membership and program fees, contributions from YMCA friends, corporations, foundations, and grants. We are joined together by a shared commitment to nurture the potential of children, promoting healthy living and fostering a sense of social responsibility. The YMCA delivers youth, senior, and family health and fitness programs and much more. Each YMCA branch is unique and responds to the needs of its own community. How does the campaign fit into the branch budget? The YMCA raises funds through our Annual Campaign. The dollars raised in each branch campaign support programs that serve their community and ensure equitable access for everyone – including membership, program and camp scholarships. Why should I give money to the Y? I already pay membership dues. Your dues cover the cost of running the Y and providing you with the best member experience. But your dues do not support all of the programs and financial assistance that we provide to our community. Your support in this campaign will provide safe, high quality, character-building programs for children, teens, adults and families who need our Y, but cannot afford it.
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Why should I give to the Y? I’m not a member. Your support is still needed! You benefit by having a strong YMCA in our community that provides meaningful opportunities to help young people grow into responsible adults. The YMCA makes our community a better place to live and work. Have a question you can’t answer? For assistance, call your branch campaign leaders or branch staff at any time. How do campaigners reach donors? The best way to share the Y with a potential donor is to meet face-to-face. You can also send letters to those you are unable to meet with or reach. Are there benefits associated with gifts to the Annual Campaign? Most donors give in response to the great work we do. To allow gifts to be 100% tax-deductible under IRS regulations, no tangible benefits are provided. What is a matching gift program? Some companies match gifts their employees make to nonprofits. Ask your donors to see if a program exists in their place of employment. Can a donor use a credit card to make a gift? Can they make a gift online? Donors can give you a credit card to make a gift. There is a place for credit card information on the pledge card. Donors can also go to giveciymca.org and make a gift online. Make sure they select their desired branch. Do we accept gifts of stock? What about in-kind gifts? Gifts of stock are accepted and to arrange this, contact your branch Executive Director. In-kind gifts can be accepted, but will not count towards Annual Campaign goals – contact your Executive Director to see if the gift will be accepted. How can I increase a donor’s gift? If a donor has given the same amount for a few years in a row, it may be time to ask them if they would consider giving an additional amount to support Annual Campaign. The donor’s giving history is on the bottom of the pledge card. It never hurts to ask if a donor would like to upgrade their gift!
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STAYING CONNECTED ONLINE Electronic Communication Tools Information & Resources ciymca.org To share your passion for the Y serving as an Annual Campaigner, please use our communication tools to illustrate the impact someone can make with a gift to support this campaign. You can share Y stories and help raise awareness in the community and among potential donors. Videos On our Y YouTube Channel (youtube.com/CHANNELISLANDSYMCA), you’ll find powerful, first person accounts of the impact the Y makes. Social Media “Like” and follow our YMCA on Facebook and Twitter. During the campaign, you’ll see posts and receive new stories you can easily share and promote. Campaigner Webpages Want to know where the Victory event will be? What team has raised the most money to date? Find this up-to-date campaign information and more on your branch Campaigner page below. CAMARILLO FAMILY YMCA ciymca.org/CamarilloYCampaigner
LOMPOC FAMILY YMCA ciymca.org/LompocYCampaigner
MONTECITO FAMILY YMCA ciymca.org/MontecitoYCampaigner
SANTA BARBARA FAMILY YMCA ciymca.org/SBYCampaigner
STUART C. GILDRED FAMILY YMCA ciymca.org/SantaYnezYCampaigner
VENTURA FAMILY YMCA ciymca.org/VenturaYCampaigner
YOUTH AND FAMILY SERVICES YMCA ciymca.org/YFSCampaigner
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Peer to Peer Fundraising with EverydayHero You can ask your friends and family to support your fundraising by creating a personal fundraising page! Just use the links below for your branch. CAMARILLO FAMILY YMCA ciymca.org/CamarilloYFundraising
LOMPOC FAMILY YMCA ciymca.org/LompocYFundraising
MONTECITO FAMILY YMCA ciymca.org/MontecitoYFundraising
SANTA BARBARA FAMILY YMCA ciymca.org/SBYFundraising
STUART C. GILDRED FAMILY YMCA ciymca.org/SantaYnezYFundraising
VENTURA FAMILY YMCA ciymca.org/VenturaYFundraising
YOUTH AND FAMILY SERVICES YMCA ciymca.org/YouthAndFamilyServicesFundraising
Online Donations: giveciymca.org Donations can easily be made online safely and securely through our Y website. Online Giving Instructions • Go to giveciymca.org and click on the “GIVE” button. Complete the required fields including choosing the Y branch you’d like to give to and filling in the name of the Campaigner who asked you for the donation. • You will receive an automatic email receipt. Online Giving Facts • Online giving requires a credit card and can accept one-time gifts. • Donors can also make a pledge, set up an installment plan to charge their credit card monthly, or make a recurring gift.
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HOW TO ASK FOR A DONATION Greeting Start with casual conversation about mutual interests, individuals, programs your kids are in together, and so forth. Share Purpose for the Visit There are really two objectives for the personal visit: • To share and discuss some important work the YMCA is doing for our community • To determine how the prospect can contribute to this effort. Share Your Commitment Share your personal commitment as a campaigner. Knowing that you are volunteering your time is very powerful and gives the case for support credibility. Ask • Explain the impact on lives this campaign effort will make. Share how philanthropic gifts will help make a difference to help solve community issues. • Ask the prospect to consider a specific gift amount. Share that you have pledged to give the same or more and share why. Discuss how payments can be broken down ($20-$100 a month can allow someone to give a larger gift than they might think). Wait Be silent and wait for a response. The prospect needs time to process what you have said and ask their questions. Respond to Concerns and Questions • Empathize with any concerns and ask how you can help make it easier or better. • Do not be concerned that you will not know all the answers to the prospect’s questions. You can say you will refer a question to someone at the Y who can follow up with the answer.
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Thank Express gratitude even if a gift is not secured. Remember that a “no” usually does not mean “no not ever.” If you have told the story of how the YMCA impacts community issues you have accomplished your first objective. After the visit, send a personal note of thanks for their time and consideration no matter what the result. Confirm If a gift is secured, assure that the pledge card is filled out with the proper information. No matter the outcome of the visit, take pride in what you have done. Many individual lives are touched by the Y annually because of people like you!
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PREPARING FOR SUCCESS Using the Pledge Card The pledge card is critical to the campaign operation. Every effort is made to ensure that there is only one card per prospect to prevent duplicate solicitations. You may request a certain person’s card but should not call anyone without obtaining a pledge card first. Donor pledge cards represent those who pledged in the past three years (green). White pledge cards represent those who are current members or participants in Y programs and are the best prospects to ask for a gift. Blank pledge cards should only be used when a donor pledge card is not available. Completing the Pledge Card 1. Verify the donor’s name, address, email and phone number. Note any changes on the card. Make sure to complete all fields that apply. Note Method of Payment and billing instructions. 2. Gifts of stock are accepted by the YMCA. Please contact your Executive Director or Branch Manager. 3. Ask if the donor’s company matches gifts. If so, please indicate the name of the company and the dollar amount the company will match. Do not include match amount in the donor’s total pledge amount. 4. If the donor declines to give, please note this in the Turndown Code Field, as well as the reason given. 5. If you are meeting in person with the donor, please ask for their signature on the pledge card. This will confirm that they agree to the pledge. 6. Print your name and date clearly in the Campaigner and Date of Pledge boxes so that the gift will be credited to you. Returning the Cards to the YMCA • Please return all completed pledge cards to your branch promptly, do not hold onto checks. • If you are unable to contact a prospect, return the pledge card to your branch as soon as possible, so someone else may have an opportunity. 9
GIFT PAYMENTS 1. Donors may give by cash, check or credit card. a. Make sure to note the total pledge amount and any payment schedule the donor prefers. b. Checks can be made payable to the branch YMCA. c. For Credit Cards, please complete the box with all payment information. If you are meeting the donor in person, get the donor’s signature. 2. Donors can give online as well at giveciymca.org. All they have to do is select your branch and donate to the Y!
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RESPONDING TO “NO” I’ve already paid plenty in fees. Monthly fees allow us the privileges of membership. A gift to the Annual Campaign helps the Y strengthen the community with programs such as Livestrong at the Y, Summer Camp, and many others, for those who otherwise couldn’t afford them. My family isn’t involved in the Y anymore. What were you involved in? Was your experience with the Y a pleasant one? It seems you still believe in what the Y provides. Would you consider contributing to the Y so others can share your experience? We would love to have you back as a member or a volunteer.
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What about the previous problem you had in the _______ program? I’m sure a member of the YMCA staff could give you an explanation of that situation; let me ask about that and get back to you. Would you like to discuss your pledge now, or wait until I get an answer about this for you? How does the Y help the underprivileged? Through the Open Doors financial assistance, no one is denied access to programs. The Y also works with other community agencies to locate those who might benefit from Y services. Donations allow those who can’t afford the fees to participate. I give to enough charities. There are definitely many worthy charities today. The Y has become my priority in giving because… there you can share why you give to the Y, share your story or real stories from others to help bring the Y to life. For me the Y is more than just another charity. I know my contribution, and yours, will have a local and meaningful impact. I am laid off (or out of work) and don’t have the money to give. I’m sorry to hear that. Can I help you with an Open Doors application? Membership offers opportunities to strengthen the family during this difficult period. That’s one of the many reasons we ask the community for support. (If already a member, offer to have their membership reviewed so we can help.)
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MY RECORDS My Contacts BRANCH NAME: Name
Contact Information
Staff Names
Contact Information
Team Leader Teammate Teammate Teammate Teammate
Staff Titles
My Goals Branch Goal: $
Team Goal: $
Personal Goal: $
Number of Gifts:
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Volunteers:
My Progress Total gifts/ Pledges
Precentage of Goal
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
My Donors Last Year’s This Year’s Outcome Pledge Ask
Prior and New Prospective Donors
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CHANNEL ISLANDS YMCA Strengthening Santa Barbara and Ventura counties
Association Office 105 East Carrillo Street, Santa Barbara, CA 93101 805.569.1103 • www.ciymca.org
Camarillo Family YMCA 3111 Village at the Park Drive Camarillo, CA 93012 805.484.0423 ciymca.org/CamarilloYCampaigner
Stuart C. Gildred Family YMCA 900 North Refugio Road Santa Ynez CA 93460 805.686.2037 ciymca.org/SantaYnezYCampaigner
Lompoc Family YMCA 201 West College Avenue Lompoc, CA 93436 805.736.3483 ciymca.org/LompocYCampaigner
Ventura Family YMCA 3760 Telegraph Road Ventura, CA 93003 805.642.2131 ciymca.org/VenturaYCampaigner
Montecito Family YMCA 591 Santa Rosa Lane Montecito, CA 93108 805.969.3288 ciymca.org/MontecitoYCampaigner
Youth and Family Services YMCA 105 East Carrillo Street Santa Barbara, CA 93101 805.569.1103 ciymca.org/YFSCampaigner
Santa Barbara Family YMCA 36 Hitchcock Way Santa Barbara, CA 93105 805.687.7727 ciymca.org/SBYCampaigner