Marketing your chapter for fund development

Hosted by

The Southern Area Communications Committee

9PM Thursday 9PM, Thursday, May 8, 8 2014

Effecting Change Through the Power of Friendship and Service

�Role has customarily been limited to the area of public relations. �Expanded our Area responsibilities to include both practical and th theoretical ti l benefits b fit off enhancing h i our communication i ti skills kill by b nott only assisting with traditional avenues such as improving communications with the media and consistently managing our brand,, to enhancing g our internal communication skills to better work within our chapters in addition to leadership skills. � The importance of branding, internal and external communications, social media and technology will all be covered tonight as we seek to utilize all of our resources to market our chapters for fund development.

Not All Money is Green: Understanding RFPs,, Grants and Sponsorships p p    

Presented db by Sylvia Perry Chair Southern Area Communications

Ways and Means - RFPs RFP

-A request q for p proposal p (RFP) is a solicitation made, often through a bidding process.

- Highly competitive - Precursor to grants - Requests more than price

A request for quotation (RFQ) is used when discussions with bidders are not required and when price is the main or only factor in selecting the successful bidder.

A request for information (RFI) is a proposal requested from a potential seller or a service provider to determine what products and services are potentially available in the marketplace to meet a buyer's buyer s needs and to know the capability of a seller in terms of offerings and strengths of the seller.

A request for qualifications (RFQ) is a document often distributed before initiation of the RFP process. It is used to gather vendor information from multiple companies to generate a pool of prospects, basically weeds out undesirable or ineligible g vendors.

Ways and Means - Grants Grants

-Grant writing involves putting a total action plan for a project on paper - Used to solicit funds from federal, state, local governments, foundations and d other h funding f di resources -Grantsmanship p

Ways and Means Sponsorships Sponsorships

- Underwrites an event or activity financially or through the provision of products or services very similar to a benefactor - Usually requires win/win results and accountability - In Kind - Sponsorship can deliver increased awareness, brand b ildi d propensity i to building and support

p The p power of a nonprofit and 501C3 status

Taking Advantage of The Links Foundation 501C3 No Links chapter p is eligible g to have 501C3 status no matter what the cause is. A $1,500 fine will be imposed on any chapter in violation of this policy.

The Foundation has made it very easy for a chapter to utilize its nonprofit status without all of the hassle required for meeting state guidelines. By using the Foundation, a chapter is enabled to offer its patrons tax deductible contributions for sponsorships, donations and ffundraisers ffor their respective programming resulting in a win-win for all parties.

Taking Advantage of The Links Foundation 501C3 To qualify, proceeds must be used for charitable purposes. The funds are restricted and are required to be used for the programs for which they were raised. This also must be communicated with the public.

When you have identified the sources for sponsorships and underwriting, your sponsor will need to get a W9 from the Foundation and the IRS Determination Letter. In addition, their checks must be made payable to “The Links Foundation�.

Taking Advantage of The Links Foundation 501C3 No fee will be charged to use the foundation however a chapter is charged a $25 “Administrative Fee� per transaction when using the foundation. Several checks written, submitted and distributed at one time will be considered as one transaction. All submitted funds must be accompanied by a written statement of intended use. use Chapters will receive their funds within10 business days of documented receipt of their funds.

Taking T ki Advantage Ad off The Links Foundation 501C3 Checks over $250 should be made payable to The Links Foundation. There is no limit to the amount of money that can be accepted.

Checks less than $250 can be made payable to the chapter with the notation “For For the Benefit of the Links Foundation�

Foundation . These funds after expenses are to be sent to the Links Foundation within 45 days from the date of the fundraiser. A complete report of the fundraiser, receipts and disbursements must be included with the check.

Foundation Tax ID Number: 52-1170830

Why should a funder invest in your chapter

•How •How o

sponsors benefit when they give money

c chapters apte s be benefit e t from o see seeking g resources esou ces •Party

with a purpose

Corporate C t Image

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Increases brand awareness Attracts similar target audiences Promotes internal good will among employees Heightens visibility and publicity

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“Benefit Event” Sample issues: domestic violence violence, child abuse, world hunger, childhood obesity

Presented by Kenyonn Demps Chair, Special Projects Southern Area Communications

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Where Who What Why How

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Who is this sponsorship money being given to? ◦ Another organization? y ◦ Is the cause worthy? ◦ Does it line up with the mission of the sponsor?

TIP: Find the right person to approach

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Describe to the potential sponsor where the money is going?

L Local l – Out O off Town T

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What is the sponsorship money for?

What kind of exposure will the sponsor receive i What is the target audience?

TIP: Be brief, be brilliant, be gone

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Why is it important for this sponsor to contribute to The Links, Incorporated?

Why should this sponsor donate to this target audience?

TIP: Be impeccable with your word

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How will this benefit the potential target audience?

H How will ill iit b benefit fi the h potential i l sponsor??

TIP: Be Clear about the Demographics and your platform

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Marketing T Types off programs donor d ffunds d Mission statement Funding cycle

Presented by y Tammy T. Reed Chair, Region 2 Southern Area Communications

VALUE OF EFFECTIVE PRESENTATIONS ‐ Your presentation is the first impression a potential funder will have of you and your chapter. ‐ People will often judge you and your organization on the execution and organization of your presentation, elevator speech, etc. ‐ Having a superior program or initiative is never enough. You are expected to present your message with confidence and clarity. ‐ The most important element in a presentation – YOU ‐ Eye E Contact C t t ‐ More Substance, Less Fluff ‐ Organizational Personality

PLAN, PLAN, PLAN A well‐structured and executed timeline Rocks!

- Be clear about the ASK - Prepare your fund development outreach plan well in advance (at least 8 weeks out) - Know, research, and study your target audience (potential fund developers.)

- Send letter of introduction/solicitation well in advance of chapter program/event, include a date for follow-up by telephone reader friendly facts and - Brief letter, may include reader-friendly information - Fund development outreach/solicitation strategies - Phone Bank, letter-writing, direct mailing ( (community it d database), t b ) fface-to-face t f meeting ti

Seal the Deal (or get one step closer) A Productive Meeting Rocks!

• Schedule meeting •

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• Convenience • Locale The Players • Chapter President, Fund Development Chair, Program/Facet/Fundraising Chair, Communications and Public Relations Chair.

Spokesperson • Chapter representative Support/Collateral Materials • Media Kit • Programs/Agendas • History Books The Ask Take‐Aways / Follow‐up

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What is an elevator speech?

Why have an elevator speech?

Essential elements of a Rocking g elevator speech p

What is a media kit?

Why have a media kit?

E Essential elements of a Rocking i l l f R ki media kit di ki

Presented by Joy Wallace Chair, Region I Southern Area Communications

LOCAL EATERIES, COFFEE SHOPS, ETC

NAACP, URBAN LEAGUE, VOTER DRIVES, ETC

HABITAT FOR HUMANITY; SCHOOLS; GO RED; ADA, ETC

YOUR LINKS CHAPTER OF THE LINKS, INCORPORATED

Myth: I/ We can do this all on our own Fact: Proven- The benefits of collaborations can provide successful outcomes. The support of others h always has l had h d its it advantages d t Myth: All I/we want is your money.

Fact: Our Links Brand strategy includes words and phrase p ase such suc as “community co u ty service”, se ce , “making a ga difference”, “enriching”, “transformational programming”, “impacting lives in communities of color” and it even includes the word “partnerships”. p p

THE BENEFITS OF COLLABORATIONS HAVE PROVEN TO BE BOTH SUCCESSFUL & VITAL

BUT, THE KEY IS TO CHOOSE YOUR PARTNERSHIPS WISELY

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What is your purpose?

What are your goals / focal points?

Who will be your target audience?

What are your current resources?

How/Where can you be most effective?

How can and/or will your potential partnership be beneficial and to whom?

Types of Community Partnerships  

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Local Service Organizations (Habitat for Humanity, etc) Major Department stores (Macys, Dillards, Bloomingdales, etc) t ) Other non-profit agencies (Urban League, NAACP, American Heart Association,, etc)) Corporations---small, medium and large (FedEx, Duke Energy) Local Educational organizations (science centers; museums, schools, etc) Local Businesses (restaurants)

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Joint Town Hall Meetings Various Community Boards Local county/government agencies age c es (health ( ea t clinics, etc)

EXAMPLES HEALTH FORUMS VARIOUS HEALTH FAIRS FREE CLINICS CHILDHOOD OBESITY WORLD HIV/AIDS DAY AMERICAN HEART ASSOCIATION

GO RED DAY

SUSAN G. G KOMEN

WALK/RUN FOR THE CURE 3-DAY EVENT

OTHERS :

SICKLE CELL FOUNDATION JUVENILE DIABETES ASSOCIATION BLOOD DRIVES LINKAGES TO LIFE

POTIENTIAL STRATEGIC PARTNERSHIPS

PUBLIC,

PRIVATE, CHARTER SCHOOLS, INSTITUES OF HIGHER LERNIING  MENTORING  S.T.E.M. PROGRAMS

MUSEUMS

MUSEUMS OF HISTORY MUSEUM OF FINE ARTS  CHILDREN MUSEUMS MOSI ( MUSEUM OF SCIENCE & INDUSTRY) 

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COMMUNITY

COMMUNITY ORGANIZATIONS

GROUPS VOTER REGISTRATION DRIVES  HABITAT FOR HUMANITY  URBAN LEAGUE  N.A.A.C.P.  PAN-HELLENIC COUNCIL

MUSEUMS; EDUCTIONAL CENTERS

COFFEE HOUSES, DESSERT SHOPS, ETC.  CHILI’S  CARRABA’S  FRIDAY’S  BOWLING CENTERS

CORPORATIONS; LOCAL BUSINESSES

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EATERIES,

ACADEMIC INSTITUTIONS

NOT ALWAYS $$$ ABOUT THE MONEY

TOWN HALL MEETINGS

* ENGAGING * EXPOSURE FOR FUNDING RESOURCES * AUDIENCE PARTICIPATION

* GREATER AUDIENCES * CHAPTER VISIBILITY * COMMUNITY INTEREST

ENCOURAGE CHAPTER TO SIT ON COMMUNITY BOARDS REPRESENTING LINKS

TAPPING THE POWER WITHIN Affiliations could lead to greater more beneficial collaborations

WIN FOR YOUR CHAPTER

WIN FOR YOUR PARTNERSHIP

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Increased Awareness of your chapter s chapter’s Transformational programming M receive May i d donated d proceeds, goods and services Help build local community reputation to garner more resources g and future funding Win for y your Local Links Chapter

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Increased appreciation from community they serve.

Help achieve their mission statement Help build their brand and increase community t h outreach Pool resources and enhance their organization’s i i ’ programs Win for y your Community Partner

Presented by N ill Duncan Natille D Chair, Region III Southern Area Communications

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Keep the fund dollars coming Keeping the Relationship alive 365 Fund Development Positions

• Traditional

Have a plan for potential funding

fund-raising g efforts • Maintaining g your Donor Database • Use of Cause Marketing

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Partnership Donor Groups ◦ Groups who donate $50 -$500 monthly, $500 monthly quarterly, and/or biannually Affinity Fundraising ◦ Groups who share common interests Super Events S E t ◦ Beautillion, Jazz Brunch, Golf Tournament

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Current/Former C /F D Donors Special Event attendees Individuals that solicit information about your Chapter/programming

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Business B i L Leaders d Community Groups Volunteers

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What is it?

Cause marketing is a strategic marketing partnership that pairs a company or brand with a social cause or causerelated organization for f mutual benefit.

Types of cause marketing ◦ Message-focused ◦ Event E partnerships hi

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Increased revenue Enhanced visibility I Increased d volunteer l pooll Access to new audiences Connections to corporation’s network

Its all about relationships!

◦ -- Personalize your contact with donors ◦ --  Share impact and success stories ◦ -- Be consistent and quick to respond ◦ - Maintain visibility and availability ◦ -- Show Sh your commitment

What s the difference?

What’s FUNDRAISING CHAIR

FUND DEVELOPMENT CHAIR

- Plans events - Strategically chairs all aspects off event - Reports to chapter ongoing developments

- Contacts potential sponsors - Develops D l marketing k i materials (media kit, brochures) - Gathers and keeps p data regarding potential deliverables - Reports directly and consistently to President/Executive Committee

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Discuss, plan, and organizes the fundraising event (logistics) Coordinate activities and decision making of fundraising event committee members Li i with Liaise i h other h fundraising f d i i committee i members and fund development chair Oversees all facets of the fundraising project

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Actively seeks and identifies potential individual and/or corporate donors Assists in coordination d off marketing k information to current/potential donors to maximize chapter income Responsible for maintaining and adding to the t e chapter’s c apte s contact co tact list st of o donors do o s Report of pipeline activity