MAKE THEM BELIEVERS:
How to Initiate and Strengthen Relationships with
Private Foundations and Government Agencies
Heather Stombaugh, MBA, CFRE, GPC
[email protected]
JustWrite Solutions
© 2015 Thompson Information Services
Learning Objectives
• Define best practices in grant maker
•
•
•
•
•
cultivation and stewardship
Compare and contrast private vs. public
grant maker relationship-building
List authentic engagement activities
Understand how to create and measure a
systematic cultivation plan
Discuss how to report back to grant makers
beyond required grant reports
Evaluate grant maker engagement case
studies
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Opening Poll
What would you like to learn today?
1. How to cultivate private grant makers
2. How to steward any type of grant maker
3. How to cultivate government agencies
4. How cultivation and stewardship are different
5. How to make long-lasting relationships
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Why Relationships?
An Overview
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The Fundraising Cycle
Source: Ann Charles Watts, ACFRE. (2015). Organizational Development Consultant, Resource
Development & Neighborhood Revitalization, Habitat for Humanity International
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Relationships are Part of a Process
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Defining Cultivation
“Cultivation refers to the methods you will use to build
a relationship with a donor:
• How will you make contact?
• How will you inform prospects about your
projects and build a propensity to give?
• Who will do the cultivating?
• How will it be achieved and sustained?
Cultivation covers a range of activities from direct
mail, telephone and email contact through to events,
personal visits and peer-to-peer networking.”
Source: Council for Advancement and Support of Education.
http://www.case.org/Publications_and_Products/Fundraising_Fundamentals_Intro/Fundraising_
Fundamentals_section_7/Fundraising_Fundamentals_section_71.html
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Defining Stewardship
Stewardship is “the administration of
gifts and the overseeing,
protection and care of your
relationship with a donor to
strengthen and preserve that
relationship over time.”
Source: Council for Advancement and Support of Education.
www.case.org/Publications_and_Products/Fundraising_Fundamentals_Intro/Fundraising_
Fundamentals_section_7/Fundraising_Fundamentals_section_710.html.
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Why People Give
Donors don’t give to institutions.
They invest in ideas and people in
whom they believe.
-G.T. Smith, philanthropist
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Using Relationships to Persuade
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Proposals Don’t Begin Relationships
Image Source: http://danglingmouse.com/dangling/sweetproposal-ideas/
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Relationships Start with a Story
Image Source: http://smallbiztrends.com/2011/04/yourstory-cut-through-noise.html
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Build Relationships with People
 Family members
 Professors
 Lawyers
 Financial advisors
 Teachers
 Scientists
 Philanthropists
 Young professionals
 Nonprofit gurus
 Grant writers
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What People Care About in Nonprofitland
• Credibility – of leader(s) and organization(s)
• Capacity – infrastructure, technology, facilities, etc.
• Evidence – of both need and chosen solution
• Sustainability – diversity and quality of revenue streams
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People Give to People
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Cultivating Grant Makers
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Poll #2
What compelled you to make your last donation?
1.
2.
I knew the person who asked.
3.
4.
The organization uses its funds wisely.
I or my family was personally affected by the
organization.
The organization has been around for a long
time.
5. I believe the organization has the right solution.
6. Other (please specify)
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All Cultivation Must Be…
Strategic
Systematic
Coordinated
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Relationship Touch Points
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Use Social Media to Your Advantage
• Less than 50% of nonprofits know if
their funders use social media
• Less than 25% of nonprofits follow
their current or prospective funders
on social media
• Follow before, during, after
• Share and engage
Source: Center for Effective Philanthropy. http://www.effectivephilanthropy.org/one-year-later-what-isthe-state-of-grantees-use-of-foundations-social-media/
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Board’s Role in Cultivation
• Ambassadors
• Elevator speech
• For private asks: lunch, coffee
• For all asks: links to community leaders
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Executive’s Role in Cultivation
• Funders want to talk to the CEO
• Invite private funders out for a tour
• Prepared to answer tough ?s
• Lead messenger for all asks
• Sell your story
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Poll #3
Why are tours effective?
Please enter your response in the chat box.
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Staff & Consultants’ Roles in Cultivation
• Advise the executive
• Conduct prospecting for all asks
• Collect/compile information
• Maintain files
• Grants management
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Cold (Pre-Application) Calls
• Connection – Identify the person in your
agency (staff, board, volunteer) who might
know the donor and can make or assist with
the request.
• Ability – What is the right amount to ask for?
Research past giving history.
• Interest – What is the reason to give to your
organizations? Is it personal connection or
experience related to what your agency
does? Script it.
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Government Engagement
• Follow on social media
• Watch YouTube videos
• Email
• Call
• If in town, visit
• Look for state connections
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Private Engagement
• Ask for a short appointment
• Get the right people to the table
• Let them do the talking
• When in doubt, shut up
• Get out on time
• Always follow up with handwritten note
• Use knowledge gained to prime proposal
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Follow Up Post-Submission
• Make sure the proposal arrived
• Check on the current review processes
• See if additional information is required
• Another opportunity to thank
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Site Visits
• Requested by grant maker
• Practice a mock site visit
• Prepare evidence
• Prepare to answer questions
• Assign a notetaker
• Prepare questions for funder
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Cultivation to Stewardship
• Mailing list
• Special events
• Press release
• Logo on website
• Social media
• Volunteering
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Poll #4
What is one new cultivation method
you will use in the next three
months?
Please enter your response in the chat box.
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Stewarding Grant Makers
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Goal of Stewardship
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Stewardship is…
Relationship management
Fulfilling the grant agreement
Building confidence in the organization
Increasing touch-points
Improving long-term sustainability
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Stewardship Best Practices
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Essential Elements of Stewardship
1. Honors donor intent
2. Consistent communication
3. Authentic involvement
4. Listening
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Authentic Stewardship (Minimum)
Receipt (immediate)
Acknowledge (immediate)
Thank you call (within 48 hours)
Press releases (within 48 hours)
Recognition in newsletter (next possible)
Grant reports (before deadline)
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The Magic 1:7 Ratio in Private Fundraising
Source: MakeDigitalWork.com
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Authentic Involvement
Image Credit: Leadership Guides.com
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Listening is Essential
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Authenticity
Image Credit: Brendan Kinney, 2014 #fundchat
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Poll #5
The next time you sit down with a
grant makers, what will you ask?
Please enter your response in the chat box.
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Effective Relationship Management
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Increase Activity Types
Annual reports/Report of gifts
Special events and recognition events
Cards for special occasions
Grant maker to grant maker events
Naming opportunities
Letter from President or CEO
Social media
Traditional media
Editorials (especially for government grants)
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Stewardship Plan
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Designing an Effective Plan
1.
2.
3.
4.
5.
6.
7.
Develop a personalized plan for each
Align activities with interests
Create a calendar or matrix
Track ticklers Team approach
Document tasks as they are completed
Measure and evaluate effectiveness
Integrate stewardship and cultivation
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Poll #6
Yes or No:
Does your organization implement
similar stewardship activities for
donors and grant makers?
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Poll #7
What is one new stewardship
activity you will add this year?
Please enter your response in the chat box.
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Case Studies
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Case Study: No More Proposals
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Case Study: Changed Priorities
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Case Study: New $$
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Case Study: Lost Opportunities
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Case Study: Making Up for Lost Time
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Final Thoughts
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Keep and Grow Relationships
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Question and Answers
• To ask a question by phone,
please press *1 on your
touchtone phone.
• If you are using a speaker
phone, please lift the
receiver and then press *1.
• If you would like to withdraw
your question, press *1.
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Thank You!
FB: JustWriteSolutions
Twitter: @heatherJWS
LinkedIn: In/hstombaugh
www.justwrite-solutions.com/news
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Follow-Up Questions
If you have any remaining questions after the conclusion
of today’s webinar please do not hesitate to get in touch.
Ask our editor: [email protected]
For more information and great grants related resources
feel free to visit us online:
• http://www.thompson.com/
•
http://grants.complianceexpert.com/ (Thompson’s
subscription website, federal compliance
regulations are available to all free of charge)
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This presentation is intended solely to provide general information
and does not constitute legal advice or a legal service. This
presentation does not create a client-lawyer relationship with
Brustein & Manasevit, PLLC and, therefore, carries none of the
protections under the D.C. Rules of Professional
Conduct. Attendance at this presentation, a later review of any
printed or electronic materials, or any follow-up questions or
communications arising out of this presentation with any attorney
at Brustein & Manasevit, PLLC does not create an attorney-client
relationship with Brustein & Manasevit, PLLC. You should not take
any action based upon any information in this presentation
without first consulting legal counsel familiar with your particular
circumstances.
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