International organizations face increasing
challenges to operate, get funding,
and public support for the task they need
to accomplish. Domestic issues, competition for funding,
and the complexity of the issues that international
organizations deal with, make it harder for them
to get their share of the pie in
terms of media attention, public understanding, and money.
The survival of international organizations is
tied to their ability to differentiate themselves.
To position themselves as a global authority, and to make
their case to decision makers, and to the general public.
My name is Claudia Gonzales, and I'm the
head of marketing of the Global Fund, as well
as a marketing teacher at the University of Geneva
for the MBA specialized, in international organizations, called IOMBA.
This session will aim to let you gain insights of
fundraisings, principles, techniques, and help you build a case for support.
Let us start by defining what fundraising is.
Fundraising is a process
an individual, team, or organization uses to secure
the financial resources it needs to implement its project.
Fundraising is an investment.
Who do we fundraise from, you will ask?
Well, individuals, corporations, foundations, governments,
community and faith based organizations.
As you can see in the image here,
some organizations get their funding from different areas.
UNICEF has a mixed baseline.
Most of the money they get is from governements.
Well OXFAM depends mostly on communities.
Now, my own organization, the Global Fund, gets 90% of its funds from governments.
There are 2 essential disciplines in fundraising.
One called mass engagement, which is a one
to many that includes TV advertisement, direct mail, posters.
This is more expensive but it's
easier to plan and to test.
It also reaches high volumes and will help you build your base of supporters.
The second is called leadership engagement,
which is based on the one-to-one relationship.
Say that I, Claudia have the task to go for a
foundation or a company leader and seek for a large gift.
It is cheaper, and it's only my salary.
But it is harder to sustain,
and it is harder to plan on it.
Why do people, organizations, give to other people?
There are a number of reasons.
You will not acually be suprised about this,
it's emotion at the hard of all giving.
It is pride.
Personal organizational identity with a cause you're supporting.
A long term impact desire, a sense of belonging, shared values, self benefit
like networking or reputation.
But what is very important is for
you to understand the motivations of your audience.
However, be aware that individuals often either lie
or don't understand their own motivations for giving.
So be aware when you do any focus groups.
Let's explore why people or organizations do not give.
Well, one, they forget, or they feel hopeless that the cause of the problem can
not be changed.
They do not believe their gift will make any difference, or they
do not connect with the person or organization who is asking them.
They might actually feel confused about what they
ask, or they don't feel you understand their motivations.
But the main reason why people or organizations
do not give, is because no one asked them.
So dare to ask.
Let us explore the basic structure
of a fundraising campaign, even if the audiences or the amounts vary.
It always starts and ends with building a case for support.
Then the second step is for you to do research.
And a proper selection of the audience you want to fundraise from.
A third step is to do planning and resource allocation.
Setting your targets and getting ready to launch
and implement your campaign, is the last step.
Never forget to do an analysis and review of your results.
To understand what worked, and what didn't work.
The practical part of this session is to help you build
a case for support, which is at the heart of fundraising.
What is a case for support, you might be wondering?
It is a clear, compelling presentation of why you need help.
That will directly connect you to the donor's motivations
to give.
The case of support is at the heart of
fundraising, and is the spine of all your communications.
There are a number of questions that help you build a case of support.
Let's start with them. One, who are you?
What do you do? Why are you so special?
What are your objectives of the project?
Why is the project so important?
What will be better if this project succeeds?
What will be negative if this fails?
How much do you need, and what sort of money?
When do you need it by, inject a sense of urgency?
Who else is giving, to create a sense of peer support?
How does this relate to my own identity and goals?
And how do I need to give? Be clear.
There are four main characteristics of a case of support.
Concise,
compelling, uplifting, and ambitious. It doesn't need to be super clever.
There are no awards for smartness in fundraising.
After fundraising, analysis and review, what were the results?
What were the cost and ratio?
What were other benefits to the organization?
What went wrong?
What did, actually work well? You must be ruthelessly honest.
There's no room for self congratulation.
It didn't make much money, but it was a great PR.
Mm-mm.
The final step of fund raising is to say thank you, thank you, thank you.
Your donors did a good thing.
You have to go and tell them, and tell them that they helped change something.
They joined the movement of people like them.
Keep going back to them with news and updates, make them feel
valued, and they will give again.
Your goal, is to transform a one-off gift, into a lifetime value.
I hope this session was useful in letting you grasp
the different tools and challenges and channels available for fundraising.
Maybe you noticed that building a case for support,
might be useful for many other areas beyond fundraising.
Try building a case for support yourself.
The more you
practice, the easier it becomes.