Jack Allotto

Question 1

The CFRE Fundraising Cycle- Awareness of Marketing Principles

Answer 1

• Preparing Research
• Securing the gift
• Relationship Building
• Stewardship

Question 2

Seven steps to building a relationship which guides donor cultivation techniques

Answer 2

Research
Inquire/Approach/Involve
Develop a Request
Solicit
Follow through/respond
Recognize/Steward

Question 3

The Eight Step Solicitation Process/ Major Gift Management Cycle

Answer 3

Identification
Qualification
Development of Strategy
Cultivation
Solicitation and negotiation
Acknowledgement
Stewardship
Renewal

Question 4

Phases of a Capitol Campaign

Answer 4

Pre-campaign
Quiet phase
Campaign Kick-Off & Public Phase
Campaign Closing and Celebration
Stewardship & Campaign

Question 5

Phases of a Campaign -
PreCampaign Planning

Answer 5

• Assess internal readiness
• Review past giving history
• Conduct feasibility study
• secure and train volunteer leaders
• Test your campaign case
• Develop Communication Plan

Question 6

Phases of a Campaign -
Quiet Phase

Answer 6

• Select a start date when gifts begin counting toward goal
• Solicit gifts from longtime donors, volunteers leaders and org leaders
• Finalize campaign case for support
• Generate communication tools for public phase

Question 7

Phases of a Campaign -
Campaign Kickoff & Public Phase

Answer 7

• Set final dollar goal and campaign end date
• Publicity launch campaign through formal event(s), promote to wider audience with press and social media announcements
• Continue solicit gifts from closest supporters
• Beging soliciting gifts from new sources
• Tell impactful stories of donor support
• Communicate regularly with volunteer leadership

Question 8

Phases of a Campaign -
Campaign Closing & Celebration

Answer 8

• Use end date as tool to secure new donors
• Go back to the “uncommitted” for a final ask
• Formally end campaign with event, public announcement

Question 9

Phases of a Campaign -
Stewardship & Campaign Impact

Answer 9

• Steward all campaign donors
• Creat campaign impact report or summary
• Share campaign impact stories through website and social media
• Assess processes in preparation for future campaigns.

Question 10

Donor Pyramid of Fundraising Strategies

Answer 10

Bottom to Top:
- Universe of Prospects
- First Time Donor: Direct mail/telemarketing/fundraising benefit/internet/media/door to door
- Renewal/Upgraded Donor: personal contact/letter/phone call
- Special/Major Gift Donor: Personal contact/letter/phone call
- Capitol Donor: Personal contact only
- Planned Gift Donor: personal contact only

Question 11

The Marketing Plan

Answer 11

• Conduct Situational analysis
• Define the organization’s objectives
• Choose strategies to achieve objectives
• Develop tactics to accomplish strategies
• Set a budget for tactics
• Define controls, review processes, and identify metrics

Question 12

The Marketing Plan
Step 1: Conduct situational analysis

Answer 12

Itemize the forces that impact the organization’s effectiveness, analyze resources conduct a SWOT analysis, and describe and profile the donor and client markets

Question 13

The Marketing Plan
Step 2: Define the organization’s objectives

Answer 13

• The broad outcomes being sought, in ranked order
• Ensure the objectives are SMART
• Example: to retain 60% or more first-time donors in the fiscal year following their first gift.

Question 14

The Marketing Plan
Step 3: Choose Strategies to achieve objectives

Answer 14

• These general statements describe what must be done to meet the objectives.
  Example: to educate first-time donors about how their money was used before asking them to renew their gift.

Question 15

The Marketing Plan
Step 4: Develop tactics to accomplish strategies

Answer 15

• Complete with a time schedule, staff/volunteer assignments (considered development departments work plan)
  Example: send first-time donors quarterly print or e-newsletters; invite them to a tour or event that showcases the impact of their gift; engage them as a program volunteer; or ensure they get a special “thank you” phone call from a volunteer or board member in addition to a written gift acknowledgment.

Question 16

The Marketing Plan
Step 5: Set Budget for tactics

Answer 16

Organizations should be realistic and obtain quotes for services, production, and distribution to have a good perspective of what investment will be required to succeed.

Question 17

The Marketing Plan
Step 6: Define controls, review processes, and identify metrics

Answer 17

• This will help assess whether the organization is making progress toward its overall objectives
• In the retention strategies and tactics outlined above, controls could include:
  – Incorporate web analytic tools to determine whether newsletters are being opened
  – Track who attends events, becomes a volunteer, or receives a thank you phone call from volunteers
• As solicitation efforts occur throughout the year, the fundraiser can adjust the marketing plan, if necessary, to focus on the tactics that are proving to be the most successful in reaching the overall objective of renewing at least 60% of first-time donors.