© Evelyn Daniel Rev. 6/12/2001.

GRADUATE SCHOOL OF LIBRARY AND INFORMATION SCIENCE University of Illinois at Urbana-Champaign LIS 450RRL: FUNDRAISING NOTES Summer 2001

Fundraising is Marketing. Salespeople keep five essentials in their minds when they sell:

1. Is it the right product? Look for a good match.
2. Need for the product. Does it suit the prospect's value system?
3. Price. Is the price within the prospect's ability and willingness to pay?
4. Time. Is this the right time?
5. Are you the right organization? People do business with you because they like doing business with you. \

Principles of Fundraising.

1. Know how much you need and the purpose of your project.
2. Give before you ask.
3. Ask for the gift.
4. Ask the right person for the right amount.
5. Say thank you.

Why do people give? Experts say people give either to invest in something they value or because they fear the loss of something they value. People value personal spirituality, humanity, personal gratitude, perpetuation of ideas, personal pride, assurance of organizational goals. They fear some people are in want or the fear the loss of a service they perceive to be important.

Eight commmandments of successful fundraising

• Be committed. Unless you can give fundraising your full commitment, don't do it.

• Be friendly. Friends give to friends.

• Be positive. Attitude is infectious.

• Be confident. The only way you love is by not asking. If you ask you can only win or break even.

• Be bold and nice. Assertiveness pays but always with a pleasant manner.

• Be firm.. Learn how to deal with objections. It usually takes asking seven times to get the gift. Don't give up on the first "no."

• Be knowledgeable. Know the benefits of your organization to the public in general and to the donor in particular and point them out.

• Be considerate of your donor. Don't waste his/her time. Make your pitch, ask for the money, get it, say thank you and leave.

Selecting the Fundraising Activity. Some of the fundraising possibilities include:

• A major campaign. A one-shot effort over a short period of time -- often used to fund an endowment.

• Long-term or planned giving. Gifts from people who want to provide for the library when they no longer need the money.

• General solicitation. Asking folks for money is mainstay of fundraising.

• Special Event soliciation. An anniual fund drive like public television's two week long effort.

• Grants. From foundations, corporations and the federal government.

• Local Governments. Taxes are the best way, over time, to get more money for the library.

• Collecting coupons. Some people will save labels and coupons for cash rather than to knock on doors asking for money.

• In-kind gifts. An office products store might give a computer to the library in lieu of a cash contribution.

• Contract for service. Exchange labor for money that goes to the organization, e.g., a car wash, performing as a clown for a birthday party.

• Sell something you buy. Act as a retail agent for a producer.

• Sell something you make with materials you buy. You contribute the labor to convert raw materials to a saleable product.

• Sell donated items. Donors give you items to sell rather than cash. Benefit auctions and rummage sales are in this group.

• Sell something on commission. You become the retail agent and earn a percentage of the cost of each unit sold. This is a favorite method of the scouts.

• Sell the opportunity to sell. You create the forum and attract buyers. An example is selling exhibit space at a conference.

• Special events. People enjoy them but they are a lot of work. They generate goodwill but not so much money.

• Special guests. An author or a dignitary can give your project great visibility.

• Performances. Benefit concerts by name performers will draw a crowd but unless they donate their services it probably won't be worth it.

• contests. Donors pay a fee to compete in a sporting event. The winners get a trophy and you get the rest.

• Community fun. Getting people together to have fun pleases them and can make money for you at the same time.

• Gambling. Bingo and card parties can be fun. Make sure they're legal before you try them.

Looking for volunteers -- looking for prospects. Make two lists -- on one side people who use the library and on the other, people who control library rsources. Try to make sure as much as possible the two lists are identical.

Driving forces and restraining forces. do a force field analysis and identify the social structures, traditions, management, attitudes, machines, methods, etc. that work for you (or that work against you. Survey these forces and try to channel them to your advantage. Think about issues of control as you consider various possible actions. Think about the possible impact -- a major step forward or only a minor step. Use this information to make a plan.