Build new revenue streams and make existing programs more efficient.

1. Creating Optimal Revenue
Opportunities for Your Association
CDW
October 12, 2013

2. FUNDRAISING

4. Fundraising
Opportunities
 Membership
 Corporate partners
 Individual donations
 Events
 Grants

5. Embrace the box!

6. See the Possibilities
Caine’s Arcade

7. Challenges
 Current outreach is member-based
 Standard rates for involvement
 Minimal opportunities to engage as a
donor/supporter
 Event fundraising is labor intensive
 Expansive event calendar
 Not enough time in the day…

8. Audiences Members and
Donors
Partners
Corporate
Partners
People
impacted by
your
organization

10. The Basics
 Have strong written and verbal
communications
 Understand your Emotional Intelligence
 Be self-aware and constantly seeking
improvement
 Learn how to take feedback READ:

11. Reasons People
Get Involved…
 A friend asked them to/tribute
 Fun activity or event
 Cause they believe in

12. Membership:
Retention
 Keep existing members informed
 Shorter communications
 On demand training and resources
 Social media
 Opportunity for networking (live and online)
 Verify value and adjust annually
 Special access
 Know what your members need!

13. New Members
Larger tennis community
 Niche is well-defined
 Direct marketing
 Referral incentives
 Phone
 Personal connections
 Partners
 Schools/universities
 Set goals for growth
People Impacted
 Who benefits from your
work?
 Could they benefit or
find value in your
resources or
outcomes?
 Are there ways to get
involved if you aren’t a
member?

14. Infrastructure
 Donation/membership process
 Database/Customer Relationship
Management Software (CRM)
 Simple registration and donation system
 Third-party fundraising online (crowdrise)
 Benefits delivery checklist/communication
 Emarketing tool (constant contact)
 Staffing/customer service
 Rates Review (ind, corp, sliding scales,
multi-year, etc.)
 Case for support (5 why’s)

15. If you want money,
ask for advice.
If you want advice,
ask for money.

16. Partners
 List exchanges
 Exposure
 Events
 Testimonials
 Co-marketing
 Online advertising
 Grant opportunities
 Collaborative grants
 Specific giving opportunities

17. What can the RIGHT corporate
partnership do for your
organization?
Brand awareness
Employee engagement
Raise money
Infrastructure improvements
Open doors
Recruit event participants
Launch social ventures
Build alliances with other NPOs
Raise the bar
Mentor
Serve on the board
Volunteers
Spokespeople
Award honorees
Demonstrate integrity
Provide more information
about the organization

18. Where are you in the
process of corporate
relationships?
 Couldn’t Ask for More: Have an established
program, great group of partners, and just
looking for ways to activate and engage more
 Ready and Waiting: Have a program but can’t
seem to get any takers
 Lucky: Need to develop a program to respond
to inquiries
 Hopeful: Starting from Ground Zero with no
program, no partners, and in need of next steps

19. Keys to a Corporate
Partnership Program
 Corporate Task Force
 Key messaging
 Engagement menu
 Tools
 Engagement process
 Corporate guidelines

20. Corporate Task Force
 This is not ONE person’s responsibility
 Team should involve people from all
committees
 Not a permanent assignment but
reconvene as necessary
 Consider internal and external groups
 Clearly state the Task Force’s goal(s)
before you begin and for recruiting

22. Key Messaging
 Demonstrate knowledge of your
constituents and the organization
 Define potential audiences
 Tell stories – people repeat stories!
 Focus on what THIS audience
wants/needs to know
 Distinguish message by speaker also

23. Engagement Menu
 Complete list of opportunities/assets such as:
 Volunteer program and events
 Joint messaging and awareness campaigns
 Specific program goals
 Events
 Cause marketing
 Infrastructure

24. Tools
 Partner filter
Website
 Policies
 Standard agreements
 Engagement menu
 Marketing
 Case studies that demonstrate long-term
value, relationship focus, engagement, etc.

25. Engagement Process
 Audience definition
 Proactive
 Incoming
 Existing
What should they receive and when?
 Establish when you involve others
internally
 SLOW DOWN

27. Individual Giving
 Select group of members or external donors may
want to engage at a higher level
 Create giving levels with benefits
 Promote gifts
 Develop a case for support
 Interview donors for publications to inspire others
 Launch a major donor cultivation effort – start with
just 5 people!
 Be able to clearly articulate how these funds will
be used aside from normal dues
 Provide language online for planned giving to
make it easy for your members

28. Next Steps
 Evaluate and filter existing fundraising initiatives
 Develop a comprehensive list of ways to raise money
and prioritize it (including existing programs)
 Define your retention plan
 Identify where new members will come from and how
they will learn about you
 Create a donor prospect list
 Create a list of potential grants and partnership giving
opportunities
 Document your corporate partnership strategy and
develop the necessary tools and resources
 Know those you serve
 Ask for feedback

29. Fundraising Plan
Fundraising
Initiative
Budget Gross
Revenue
Net
Revenue
Cost Ratio Audience Percent of
Total
Budget

30. Opportunity/Partner Filter
Fundraising
Initiative
Cost
Ratio
Net
Revenue
Potential
Time Champion Sponsor
Support
Reach Mission History Calendar Total Score

31. Creative Brief Outline
 Initiative Name
 Background
 Vision
 Objectives
 Audience
 Message
 Channel/Delivery Method
 Logistics
 Budget
 Responsible Parties/Partners

32. Case for Support Outline
 About the Organization:
 Who you are
 The good that you do
 Your history and background in the community
 Your aspirations for the future
 About the Project: (what donors need to know)
 What you will do with the’ money
 Those who will benefit
 How the project advances the mission of your organization
 Why your project is important
 Project leadership (coaching staff, committee, etc.)
 Organizational Leadership and Advisors:
 Board of Directors
 List of donors and sponsors (if applicable)
 Project plan (one page)
 Summary of organization strategic plan (one page)
 The gifts needed to raise goal
 Recognition opportunities
 Financials

34. 72 Hour Challenge
What will you do in the next 72 hours with
the information you have learned during
this session?
Keep
Lose Change

35. Contact Me!
 Rachel Armbruster
 rachel@armbrusterconsulting.com
 512-944-3417
 www.linkedin.com/in/rachelkarmbruster
 @rarmbruster

36. THANK YOU!