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The basic steps of fund-raising.
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Selection of potential donators (research of "market" of donators, study of their opportunities and needs).
If a donator has any precise policy of charity, and you are not involved in it, you have no chances to succeed.
A phone call to a firm is used to establish a contact person working with applications to the firm.
Letter-application to a potential donator. This letter is suppose to:
- contain all necessary information on your organization;
- describe your project in detail;
- show the further financial solvency of the project;
- contain a request directly: what and how much you ask the donator;
- describe all probable benefits to the sponsor.
Meeting with a potential donator. Here it is possible to name three steps:
Presentation of your project. To attract attention it is necessary to
apply visual aids: booklets, photos, schemes, etc. It is important to emphasize those moments,
which may be favourable to a potential sponsor (popularity - coverage of the action in mass media;
demonstration of social responsibility of the firm; reception of additional opportunities for advertising
and bridging of new contacts; development of positive and well-known image of the firm).
- Overcoming of objections. Ask to explain the essence of objections, ask questions in such a way that the interlocutor himself answered the objections.
- Stimulation of a donator. You are to inform him that the given project has been already supported by his partner (it is useful to have a
subscription sheet); stipulate the conditions of the donation and forms of gratitude.
Actions that are useful for successful fund-raising:
- collecting of dossiers on potential sponsors;
- taking into account of your previous experience of fund-raising;
- accumulation of favourable opinions on your organization;
- conducting of constant search of funding sources.
It is important to remember that fund-raising is not begging. Someone else might solicit alms, but an organization working in the
social sphere needs not sops but donations presented deliberately. So, if you have decided to be engaged in fund-raising get ready
to convince people of necessity of your activity.
Ten rules of successful fund-raising.
- 20 % of donator provide 80 % of income of your public organization. The most difficult task here is the search of them, but try to look for them around, get acquainted and little by little explain them
the essence of your projects (educate the donors);
- Donators give money not to organizations but to concrete persons. Therefore get in touch with employees of the organizations, as only that way you can provide long-term financing of your organization;
- Learn to thank the donator even if you have not received support. Here you show your respect for him and make the relations closer;
- If you really have decided to be engaged in fund-raising then you are to give up several hours per day. You may also hire an employee, who would dispatch the information on your projects every day (3-4 hours), telephone donators,
meet with them and correspond with foreign funds;
- Practise in fund-raising. Only by means of accumulation of experience you can estimate your ideas and projects;
- Learn to systematize the information on donators correctly (cards, database, etc.) and to contact them;
- Learn to change the essence of a project quickly. To the moment of your application consideration by the donator its ideas could have become outdated;
- After reception of financing never lose touch with the donator: keep him informed of your organization and do not forget to send cards on the occasion of holidays;
- Let them know only the truth about you;
- If you are sure that applying to a fund is the only way of reception of financial assets learn to work with funds correctly and stage-by-stage (search, letter - query, drawing up of an application,
keeping in touch, etc.), hire a consultant and master the right strategy of fund-raising.
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