Fundraising Training WorkshopFor SA Care Forum

Louise Driver

The Childrens Hospital Trust

Agenda

09:00 – 09:15 Introduction, Vision and Mission

09:15 – 10:00 Fundraising strategy – identification and engagement of key stakeholders

10:00 – 11:00 Donor acquisition & cultivation strategy

11:00 – 11:15 Tea Break

11:15 – 12:15 Communications and Marketing strategy

12:15 – 13:00 Legacy Programme and strategy

• Fundraises for the Red Cross War MemorialChildren’s Hospital and paediatric healthcare in theWestern Cape

• Established in 1994

• Raised over R500 million for 20 projects at theHospital and in the Province

• 100% of donations go to fundraising projects

The Children’s Hospital Trust

Children’s Hospital Trust Staff Structure

Louise Driver

CEO

Chantel Cooper

Head of Fundraising

Thakier Abrahams

Information / Knowledge Manager

Ronell Jordaan

Fundraising Relationship Manager

Liz Linsell

Head of Legacies

Pauline Solomons

Legacy & Fundraising Co-ordinator

Tania Basson

Head of Project Management

Audrey Roberts

Project Co-ordinator

Roxy Mitchell

Head of Communications

Theresa Acker

Graphic Designer

Verity Reynolds

New Media Manager

Tara van Schalkwyk

Events Manager

Tammy Sutherns

Publicity Manager

Joanne Duncan

Head of Finance

Natasha Rossouw

Finance Manager

Melisa Patterson

Receptionist/Finance Assistant

Isabel Sars

Finance Assistant

Helen Meintjes

Head of Programmes

Wendy Dreyer

CEO PA / Trust Administrator

Communications Intern

Fundraising Strategy: Vision, Mission & Objectives

Fundraising Strategy

• Develop/redefine your organization’s mission and vision

• Set your organisational key objectives

• Set your fundraising and communications objectives

• Identify your key stakeholders

• Develop a strategy and action plans for your key stakeholders

Development Process

The Children’s Hospital Trust

MISSION

To provide children in Africa with world class healthcare

through funding the Red Cross War Memorial Children’s

Hospital priority projects and key affiliated child healthcare

programmes.

The Children’s Hospital Trust

VISIONTo be recognised as a strategic fundraiser and funder, a good

custodian of donor funds, excelling in our donor

communication, and driving partnerships within and between

the private and public sector.

We envision leading the way in paediatric healthcare

fundraising and funding, while building an international profile

and in so doing changing the face of paediatric healthcare in the

Western Cape, South Africa and beyond.

The Children’s Hospital Trust

To achieve funding income of R54 785 500

To complete the building of the Parents Accommodation and the RadiologyComplex upgrade and to start building the first phase of ICU.

To raise the full funding needed for the Hospital Radio project

To effectively monitor and report on the second year of the St Joseph’srehabilitation project

To raise 80% of the funding needed for the PACK Child project and thebalance of funding needed for the Child Speech and Hearing project.

To raise all funding needed for Phase one of the ICU upgrade and 50% of thefunding for Phase two.

Organisational Objectives

Fundraising Strategy: Stakeholder Identification and

Engagement

• A person, group or organization that has interest orconcern in an organization

• Stakeholders can affect or be affected by the organization’sactions, objectives and policies

• Stakeholders have needs and expectations and NPOstypically have diverse stakeholder groups, often withconflicting needs and expectations

• Stakeholders can be internal or external to your organisation

Definition of Stakeholders

Internal stakeholders: People/organisations/bodies which are already committed to serving your organization – board members, staff, volunteers, donors.

External stakeholders: People impacted by your work - beneficiaries, NPO partners, local community you serve.

Each organization’s external & internal stakeholders differ

Internal vs. External Stakeholders

Stakeholder Identification

Providers

Users / beneficiaries

Influencers

Governance

Donors

Suppliers

Staff

Sub-committees

Hospital

Management Board of

Trustees

Hospital

Staff

Government

Media

Patients /

Patients Parents

Child Healthcare

Non-profit

Organisations

Local Community

Trust Internal Stakeholders

Board of Trustees, Patrons,

advisory sub-committee members

Hospital Management and Medical

Staff

GovernmentTrust staff

Attend events

• Make speeches/key speakers

• Interact with donors

• Attendance schedule

Help with fundraising

• Organise fundraising events

• Participate in sporting challenges

• Introduction to donors

Donate • Cash/ bequest/ donation in kind

Trustees, Patrons, Sub-Committee

Members

Hospital Staff

Help market and promote

projects

• media spokesperson

• advertising

Assist with donor

engagement

• donor meetings

• donor events

• donor hospital tours

Introduction to potential

donors / supporters

Hospital staff assist with fundraising

Attends Trust donor and media

events

• keynote speaker

• attract publicity

Government contribution

attracts donors

Endorses Trust and Hospital

Assist with fundraising

Government

Trust External Stakeholders

Beneficiaries: patients’ parents,

ex-patients

Child healthcare

NPOs & Provincial Child

healthcare facilities

DonorsMedia

Beneficiaries

Beneficiaries

Speak at fundraising

events Provide stories for

fundraising & marketing

material

Introduce prospective funders to the Trust

Participate in the Trust’s

advertising & marketing

Assist with fundraising

Patient’s parents & past patients – Grateful Hearts

Create awareness of Trust’s

campaigns

• Stories in the media

• Awareness leads to funding

Offer Media Partnerships

for campaigns

• Independent Newspaper Campaign

• Community Newspapers

• Good Hope Radio: outside broadcast at Hospital

Provide Pro-bona

advertising space

Endorse the Trust

Assist with fundraising

Media

Fundraising Strategy

Chantel Cooper

Head of Fundraising

Fundraising Trends

External Stakeholders

Individuals

First Time &

Once Off

Regular

Guardians

COL

HNWI

Lapsed

Trusts and Foundations

Local

International

Lapsed

Corporate

Regular

CSI/Sponsor

Shared Value

Lapsed

Community

Groups

Schools

Clubs

NGO’s

External Stakeholders

Trusts and FoundationsF

ind

ing

Tru

sts

an

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ou

nd

atio

ns

Main

tain

ing

Re

latio

nsh

ips

Bu

ildin

gL

oya

lR

ela

tio

nsh

ips

ProspectingAccurate Applications/Proposals

Board Members

Financial Management Companies

RelationshipsRelationshipsRelationships

Give opportunity to get involved

Naming rights and publicity

Impact Reporting

Transparent

Accountable

Maintain Communication

Upgrade and Extension of the Paediatric Intensive Care Unit (PICU)

Red Cross War Memorial Children’s Hospital2014

Exam

ple

of

Pro

po

sal C

ove

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Exam

ple

of

Be

ne

fici

ary

Sto

ryAloshay received a liver transplant when she was just twoyears old and has been re-admitted to the Hospital now aftersuffering a mild acute rejection of the liver. She is receivinghigh steroids and the doctors are monitoring her closely.

What a gorgeous pic of her and mommy!

Get well soon Aloshay

Corporate Funding Partnerships

Social Investment

Shared Value

Introduction to partners, clients and suppliers

Advertising and Media Exposure

Win WinPartnership

CSIGAYEVol.

Events

Comair Relationship

• CSI Donation

• Flights donation to value of R500 000

• Publicity and Media

• Staff Volunteering on Mandela Day

• Staff Raising Funds Amongst Themselves

• Introduction to Partners-Car Hire

Levi Strauss Cape Town

• Staff Volunteering-

hosted party for

children

• Staff raised funds

• Corporate CSI

Individual GivingFirst Time and Once Off Giving

Regular Giving

Guardians Programme

Long Term Giving

through CoL

High Networth

Individuals

Individual Giving Process

Cultivation Maintaining

RelationshipsBuilding Loyal Relationships

Individual approach through Board, Staff, Beneficiaries, Current Individual Donors

Events: wine- tasting, fly-fishing, ladies luncheon

3rd Party Events

Thank and Show Appreciation- more than a general email

Encourage involvement

Naming Rights and Publicity

Good Reporting That Shows Impact

Transparency

Accountability

Maintain Communication and Involvement

Community Groups

Groups

Schools

Clubs

NGO’s

Community

Community Examples

• Group: MARCH Ladies

Natural Health Ladies

• School: SACS Primary- decorate ward

Bishops Primary Choir

• Club: Rotary Claremont- P Accom

Rotary Kirstenbosch- Museum Proj.

• NGO: CHOC- Oncology

Marketing and Communications

Roxy Mitchell

Head of Communications

Myth Busters

• NPO’s should be run like charities

• Charities don’t need Marketing / Communications

• Charities are not in the business of ‘brand-building’

• Charities don’t need a marketing strategy

• Raising the money is Fundraising’s job

The Naked Truth

• If nobody has ever heard of you – tough sell

• Start building your BRAND

• Marketing is just as important as Fundraising

• A charity may not be competing for customers with Dettol, but we are all competing for ATTENTION

• EVERYONE is a brand ambassador

Marketing and fundraising are two halves of a whole

A.I.D Attention (Awareness)+ Interest =

Desire

What’s in a brand?

• A brand is a set of perceptions and images that represent a company, product or service.

• Brands enable a buyer to easily identify the offerings of a company.”

The Value of a Brand

‘A strong brand helps bring greater awareness, credibility and trust to a project quicker, and acts as a catalyst for people to want to come to the table.’

Diane Fusil, global brand consultant an former communications director at the Rockefeller Foundation

Do you have an integrated

Marketing & Communications Strategy

that supports Fundraising Objectives?

How marketing fits

What’s the point of Marketing

“We need to stop interrupting what people are

interested in & be what people are interested in”

Craig Davis, Founder of Brandkarma and former Chief Creative of J.

Walter Thompson

The aim of marketing it to get customers to know, like and trust you –

Unknown

The Bigger Picture

Pre-Marketing Strategy

Who•Define your target market

What•What do you want to tell them

Why•Reasons they should care

How•Delivery and vehicles

When• Critical path

Ask these 5 questions

The What

Messaging

• Positioning : Raising funds to advance child healthcare in Africa by enabling the Red Cross Children’s Hospital priority projects and affiliated programmes

• Tagline: Giving Back Childhood

The Marketing Plan

• Relevant to your audience

• Clear objectives and measure

• 80/20 principle (20% input / 80% return)

Pledge cards

Intimate / Quality

Website is your shop window

Using Online Marketing

Careometer

• Awareness - upgrade Burns Unit

• Drive visitors to the website.

• Target was 30 000 hits‘show you care with a click” andpass it on ... go viral

Results

PR & Publicity

• Use PSA’s

• Tell a story of impact

• Bank your stories

• Leverage your stories

Pro-bono space

LinkedIn as a sign that you post on Main Street

Twitter, the view from your front porch as you wave when people go by

Facebook as the den you use to invite special people to get to know you

Jeffrey Hayzlett’s (an international leader in

marketing, business and public relations)

Social Media

What works for us Social Media

Patient stories Corporate FB albums Events photos galleriesCompetitions

News Tweets from Events Trust Ambassadors Competitions

CRM Cause Related Marketing the visible manifestation of corporate social responsibility, and a key strategy to bolster and maximise the brand strategy.

• http://www.glooniverse.co.za/rogergarlick/worldaidsday/brothers-for-life-video.html

Showcase of Simplicity

Started life as a beermat - grew into a billboard and then lived on as a filler print ad

Experiences from the field

Liz Linsell

Head of Legacies

Legacies create sustainabilty

Bequests to the Children’s Hospital Trust have accounted for nearly 50% of total donations over the past 5 years

Think BIG!

-

10 000 000,00

20 000 000,00

30 000 000,00

40 000 000,00

50 000 000,00

60 000 000,00

70 000 000,00

80 000 000,00

90 000 000,00

Trust andFoundation

Government Corporate DeceasedEstate

Individual Institutions ServiceOrganisation/ Club / NGO

Other DevelopmentAgency

Top Sectors Total 2009-2014

Definition

Bequest [bɪˈkwɛst] n The act of bequeathing, something that is bequeathed

A gift of property by will, especially personal property

A title or property or estate that passes by law to the heir on the death of the owner

Leg·a·cy (lg-s) n. pl. leg·a·cies

Money or property bequeathed to another by will.

Something handed down from an ancestor or a predecessor or from the past: ‘a legacy of religious freedom.’

A gift of personal property by will

Who are your key bequest prospects?

• Your regular, committed donors

• Women 60+ with no children or grandchildren

• Members of service clubs and associations, Social and Church groups

• Volunteers

“Don’t just recruit bequest givers by age and giving level. Identify

any donor without children. It’s such a huge factor that you need

to be having a conversation with those individuals.

It is far more important to know whether a person is a parent or

grandparent than how well educated they are or how wealthy.”

Richard Radclyffe, Legacy Specialist at Smee and Ford UK

Bequests Planned Giving

Major Giving

Regular/Annual Giving

From James M. Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process, John Wiley & Sons, Inc., 1991.

Investment

Involvement

Interest

Information

Identification

Pyramid of Giving the donor journey

Why do donors leave charitable bequests?

The desire to support a favourite charity or cause is the primary motivation for most donors. Tax and other financial considerations are usually secondary

• ‘My family are already adequately provided for.’

• ‘I have no immediate family to provide for.’

• ‘I perceive that the charity’s needs are more pressing than those of my family.’

Ref: Chronicle of Philanthopy April 2014

• Bequest donors need an intensive, sustained and personalised programme of cultivation and nurturing through personal contact and events.

• Donors leave a gift in their will when they feel emotionally connected to your cause.

• A few (usually the very wealthy) will leave a bequest or create a testamentary trust in their Will for estate tax reasons

Legacy Donor process

Identification

Cultivation

Solicitation

Stewardship

Donor

Cycle

Qualification

Developing a Bequest programme

• Analyse your donor database for information – individuals, regular donors by age, area, volunteers

• Research other bequest programmes (GOSH, NSPCC, WWF, Cansa, SPCA, NSRI) for best practice

• Subscribe to www.Sofii.org. for useful information and ideas

• Develop your marketing and communications approach

• Put in place tracking and admin tools

Create a bequest vision

• Communicate the history, sustainability, governance and stability of your organisation

• Strongly express the need for your NGO/charity in 20+ years

• Include a sense of passing on the benefits to future generations

Create a communications plan

• Introduce your bequest programme to current donors and ask for their support. Include bequest pamphlet and pledge card.

• Hold at least one event a year for prospects and pledged donors.

• Visits to your organisation

• Outreach talks to appropriate prospect groups to tell your story and sign on new supporters. Tell bequest stories.

• Inclusion of bequest message in all outgoing communications

• Annual bequest newsletter

Donor visits

Creating awareness

Radio Spot and National Wills week interviews

Sponsored studio recording and pro bono airtime

Influencers

• Develop relationships with estate planners, financial and legal advisers.

• Encourage board members to get involved

Stewardship: Tracking individual activity

LEGACY CONTACT TRACKSHEET

Name Date Type of contact (call/letter/visit/event) Notes/comments

John Smith Jan 5 2009 Visited hospital as part of U3A group Sister worked at the Hospital in the '50's. Took legacy brochure

Jan 6 2009 Added to newsletter mailing list

July 15 2009 Received completed legacy pledge card Called to thank, sent letter of thanks and Circle of Life certificate

Oct 8th 2009 Attended Circle of Life high tea at MN Brought his wife (Jane). His birthday is on 9/10 - updated d/base

Dec 15 2009 Sent Christmas greeting email card

July 15 2010 Sent anniversary of pledge date thank you Updated on new developments/link to annual report on website

July 30 2010 Donation of R5000 received by direct deposit Called to thank – letter and tax certificate

Oct 9 2010 Birthday call - sent email card and called Wife (Jane) has been sick and daughter from France has just been to visit

Nov 15 2010 Attended Surgical Unit opening with wife Has increased legacy gift to 1/2 million

In Memoriam

• Remembering bequest donors through acknowledgement plaques, Wall of Remembrance, Book of Remembrance.

• Invite family members