The For Impact Funding Roadmap has been built, tested, and refined in working with thousands of organizations to raise over $2Billion. Though each organization is unique, we believe the Roadmap has universal application – Whether you’re a startup, a college running a large campaign, or an international NGO – every funding initiative needs a STORY, a TEAM, and a FUNDING PROCESS. [Download the PDF.]
Here are some quick thoughts on the Roadmap. [We’re also leading a teleseminar this Tuesday with more explanation, examples and help to APPLY the Funding Road Map to your funding. Register here.] Design your STORY The funding roadmap begins with STORY. A great story is anchored in hope-filled purpose, simplifies what you do, and serves as a litmus for action.
Design your PRESENTATION. The ‘ASK’ is an experience. We actually stop to think about the complete experience, from predisposition, to the environment, to the materials.
Really important point about STORY. This is not just a ‘funding thing’ – It guides your IMPACT and provides MEANING for your TEAM. Organizations so often enter a cycle of strategic planning – I wish there was a norm to enter into a cycle of STORY planning!
Develop your TEAM Jim Collins says, “First WHO, then WHAT.” With our Funding Roadmap we might say, “First WHY, then WHO, then WHAT!”
Commit to SALES. Every organization needs to STOP and make a commitment to sales. What does this mean for your team? For your organization? For your strategy/resources?
Engage LEADERSHIP. Leadership needs to be bought into the STORY and likely even the source of the STORY. Leadership also needs to be bought into the model.
Model TEAM SELLING. This is about defining roles and responsibilities for staff, board and champions. Important note: In a true sales model, your board is not responsible for fundraising! In a true sales model there is a role for board members that is very different from saying they are responsible for fundraising.
FUND your VISION
Identify/ Prioritize/ Strategize your PROSPECTS. Prospects. Drive. Everything. There is a lot to say on prospects (that’s why we have a whole guidebook) but here are some key points:
When building a strategy ask this question, “What would it look like to maximize this relationship?”
Maximize relationships at this given moment
Just VISIT. In the words of the prolific sales trainer, Brian Tracy, “Spend more time with better prospects.” We’ve been teaching this for years. There is so much value in the old maxim, “JUST SHOW UP.” The visit is the entire context for the ASK. It has three parts:
Just ASK. This is kind of an alpha/omega to everything we teach.
Finally, it’s worth tying this all together as it relates to the For Impact Point of View:
We feel that these 9 Guiding Principles are pretty self-explanatory, but here are some notes to help you take charge of your Development Operation. ( Download and print the poster here.)
START WITH WHY. What prospects hear (often times) is “We need money to meet our annual funding goal” or “Buy a table at our gala.” These messages have no WHY – no saving, changing and impacting lives – which is exactly what people want to do!
If the number one question of every investor is, “Why do you exist?” and the person you are talking to doesn’t care about your WHY, it’s very hard to talk to her about the what and the how. For more on this, see Altitude Framework PDF, How to Stay at 30,000′ and Simplify Your Message.
YOU BECOME WHAT YOU THINK ABOUT! Earl Nightingale, the father of personal development wrote The Strangest Secret in 1956 – the seed from which the personal development industry grew. Here is the ‘Strangest Secret’ – You Become What You Think About! It’s the difference in outcomes when you think about IMPACT, VISION, MEANING, instead of payroll, cuts in funding and survival. Read more here.
CHANGE YOUR VOCABULARY! WORDS ARE IMPORTANT! Stop using all the typical ‘nonprofit’ industry jargon. Start using ‘sales’ terms, ‘business’ terms, ‘common sense’ terms.
CHANGE (THE) RULES! Thisis a little play on words – in this generation’s lexicon, to RULE is a good thing. CHANGE DOES RULE. At the same time, in order to really CHANGE something (yourself, your organization, the world), you also to have CHANGE THE RULES. We believe it’s much stronger than that: THERE ARE NO RULES! Read more in our For Impact Guidebook: CHANGE (THE) RULES.
ENGAGE GREAT TALENT. Small or young organizations (for profit/nonprofit alike) often identify FUNDING as their top challenge – until the organization really figures out a working funding model. At that point, the top challenge becomes the RIGHT PEOPLE. (We can help you with this!)
DO THE MATH. You can’t ‘SELL’ unless you understand all the ‘NUMBERS!’ Doing the Math means owning and internalizing an understanding of your numbers – Your numbers tell an important part of your story. Doing the Math also means taking the time to simplify the numbers in a way that others – Your board, your prospects and your staff – can understand. Read more about Blue, Red and Green Math here.
COMMIT TO SALES. You are in sales! Not everyone wants to hear that but it’s the truth. What is sales? Sales is the responsibility, the calling, the opportunity to carry the story of your organization – how it’s saving, changing and impacting lives – and share that story with people, 1:1, to build relationships with them to ASK them to help save, change and impact lives. Sales is about ATTITUDE!
JUST ASK. JUST ASK. JUST ASK. No explanation necessary. Just do it.
Early Bird Tickets for our Boot Camp on May 17-18 in Larkspur, CO (just outside of Denver) are available until this Thursday, March 31st. This event will sell out so get your tickets early!
The For Impact Boot Camp is focused on frameworks and skill building – You will leave with the knowledge you need to simplify your message and funding rationale, and take your organization to the next level.
This high-energy, day-and-a-half session covers topics like:
How to execute against a sales process (for major gifts, campaign gifts, transformational gifts, etc.)
How to build and maximize relationships
How to build and lead an effective team
How to ask, close, and follow-up
The Boot Camp is perfect for organizational alums, new hires, or anyone looking to hone individual skills – both personal and professional!
Zig Ziglar, one of the greatest sales trainers of all time, said that a sale is made on every visit. Either you sell the prospect on all the reasons why s/he should buy or s/he sells you on all the reasons why s/he should not. Period.
My contention is that if you don’t decide to be one side of that either/or then you will almost always let the sale happen TO YOU. You will almost always be sold on reasons why the person cannot give what you had hoped for or what you need to deliver on the plan.
Remember: Hope is not a strategy.
So, decide. Don’t hope.
Years ago, when Tiger Woods was in his prime, he remarked that he does not putt the ball until he has decided it will go in the hole – Until he has that level of certainty, confidence and visualization.
This is the level of conviction you need to bring to every VISIT.
Of course, every putt does not fall and every ‘ask’ does not close. But, you can’t go into a visit ‘hoping’. You need to decide the commitment is a foregone conclusion.
As a mentee of Tom Suddes’ for years, I watched and learned the hard work that went into making a great case. Tom would not go into make a visit or presentation until he was able to wrap his mind around the emotion + logic of the case so completely that he thought, “Why would someone NOT make this investment?”
There is an old sales maxim: I am sold myself. Certainly you don’t visit until YOU are sold. That work is upon us as sales people to own that conviction. It’s not up to a manager or a CEO. It is OUR responsibility to do the work to be totally sold.
I don’t want to hide this from you – Arriving at that level of conviction, preparation and DECISION is hard work.
For those that still have an aversion to the word ‘sales’ – Get over it. This isn’t about used cars. It’s about making your case and engaging in such a compelling way that people understand what it will take to save lives, change lives and impact lives. This makes Zig’s challenge perhaps MORE important in the world of philanthropy.
We live in a great world. People are generous. You are doing good work.
I believe 80% of the time gifts are not maximized because a generous person said he or she would commit $10K and we did not sell them on the true need (e.g. $100K) to deliver the impact. Instead, we were sold on all the reasons why they could not make the larger commitment.
This week’s theme is: Commit to SHARING THE STORY and PRESENTING THE OPPORTUNITY!
Why do we cultivate people?
As Tom always reminds me, “Cultivation is that thing you do with plants and manure.”
We really, truly don’t understand ‘cultivation.’ We are in the business of saving, changing, and impacting lives. If you can help people understand your impact and they want to help then they don’t need cultivation -They need to be asked!
Here’s a simple story to emphasize the point. Imagine that you and your prospect were walking around a lake and came upon a drowning child. What would that prospect do? It’s likely she would jump in, fully clothed, committed to saving the life of the child. And so would you. Try to imagine this same scenario where you would first try to spend years getting this person interested in saving children (read: cultivation.)
So, if you’re actually saving or changing lives then you can’t really argue that cultivation is needed. The issue at hand is much more about communication. That is, how you communicate your impact in such a way that is clear, concise and compelling. So clear, in fact, the prospect jumps on board (read: into the lake) to make a major investment in your impact.
If you can communicate the impact, the income will follow. If you can communicate the impact, you can ask for any amount of money on the first (sometimes second) visit. The challenge, again, is that we struggle with our message. Or, we might even have the message, but we’re not out visiting with people, one-on-one, to share the message and present the opportunity for them to help (or save the child.)
Your job is to communicate the impact, not spread manure. It’s blunt but we want to motivate you to action with this idea. You’re doing great things – so present the opportunity for someone to help now.
P.S. If you think this example is too simplistic or unrealistic, please know that this same example is what set into motion the greatest philanthropist of our era – We’ve altered the lake example somewhat but borrowed it from noted philosopher and ethicist Peter Singer who wrote an amazing article in the New York Times, “What Should a Billionaire Give – and What Should You?” In that article he also explains Bill Gates’ moment of clarity around impact that moved him to action.
This week’s theme is: ACT/EXECUTE on YOUR ENGAGEMENT STRATEGY!
Let’s use this ‘Push-Up’ analogy to help reinforce ACTION.
If you commit to do 10,000 push-ups a year, the SIMPLEST and most SUCCESSFUL way to achieve that goal is to do 30 PUSH-UPS A DAY. (1 set, 3 sets of 10 or 2 push-ups an hour the 15 hours you’re awake.)
To reinforce this point even more, let’s say you wanted to do 1,000 x (your age) push-ups a year – The SIMPLE EXECUTION is 3 sets of (your age) a day…every day. (For example, if you’re 49, you would do 49 push up 3 times a day. This actually gets you more that 49,000 but you get my point.)
In this model, you can’t skip 3 days. You can’t wait until June to begin. You won’t hit your goal.
Just like with push ups, you can’t wait until November to make 100 visits (because you’ve only made 3 visits a month up until then.)
What really is the GOAL of any Development Office, Advancement Office, Development Officer, Hospital Foundation or College Foundation???
In my world, it’s to: WRITE A TRIPLE NET CHECK TO THE (BLUE) ORGANIZATION!
Our role in ‘development’ is to provide as much GREEN INCOME as possible to help SCALE and GROW the BLUE IMPACT!
It’s that simple.
What does ‘Triple Net’ mean? I borrowed it from the real estate industry, where it’s usually referencing a triple net lease. (Read more here: Triple Net)
For us, it means that ALL COST OF FUNDRAISING is deducted from the REVENUE generated by the Development Team (Green People)… therefore, resulting in a triple net (actual check) being ‘written’ to the organization. (Again, the Blue People.)
I don’t want to go too Jack Nicholson on you, but I do want to make this crystal clear.
This has nothing to do with the IRS, accounting, 990 AR’s or whatever.
This has nothing to do with CASE (Council for the Advancement and Support of Education), AFP (Association of Fundraising Professionals), CRFE, etc.
This has nothing to do with what you decide to ‘count’ or not ‘count’ relative to the cost of fundraising.
The only measure of success is determined by how much money (INCOME) you provide to your organization/institution to help them Save Lives, Change Lives, Transform Lives (IMPACT).
Put one more way, our job in ‘Development’ is to FUND THE VISION.
This is getting long, but it’s a really important topic to me at this moment. Here are 3 more BIG thoughts around this subject:
Everyone in our industry knows that the absolute best way to raise the most amount of money… at the least cost… is through ‘MAJOR GIFTS’. This is where we actually sit down, shoulder-to-shoulder, on a visit with a qualified prospect and make a great presentation and ultimately present the opportunity for them to help.
The cost is a ‘nickle on a dollar’ while the ‘special events’, golf outings, mailings, etc. cost is ‘three quarters.’.
I have to tell you that I have seen far too many Development Operations spending one dollar to raise one dollar in the last few years.
I can quickly show anyone reading this the way to raise $1M in the next year, and I will personally guarantee it!
Hire 10 Major Gift Officers, paying them each $100,000 a year to ensure good quality people.
Have them trained at our Boot Camp (on how to make a visit, how to present the opportunity, etc.)
They will each raise $100,000 in real money over the course of the year.
There it is. They just raised $1M for your organization. When you look at that silly scenario, you realize that raising money is not the goal/measurement of a Development Office.
In our world, a Development Officer should be doing a minimum of 10X and ideally 20X their respective ‘cost‘.
‘Cost of Fundraising’ is not some fuzzy math issue. Again, it’s not how you decide to ‘count’. It’s actually a very easy and simple equation:
R – AE = N³C
Revenue – All Expenses = Net, Net, Net Cash. (To be shipped over in a Brink’s truck to the BLUE PEOPLE.)
This week’s theme is: Set your goals of ENGAGEMENT.
Set your 2016 Goals for Engagement now! These goals need to be SPECIFIC, WRITTEN and MEASURABLE.
Here are 3 Examples:
The ‘33 GIFTS’ Plan
We will ENGAGE with our TOP 50 PROSPECTS in order to generate 33 COMMITMENTS, which will provide 90% of our funding needs!
This will be a SELF-FULFILLING PROPHECY.
E.g. We will generate $1 Million from:
Note: Need $5M? Multiply the right column by 5. (Or 4 for $4M and so on.)
The ‘Spartan 300’ Plan
We will ENGAGE with our BEST 300 prospects (including our Top 33), which will generate buckets of money to Fund Our Vision.
E.g. We have 3 members of our SALES TEAM, and we will collectively make 30 VISITS ENGAGEMENTS a month for 10 months (using August and December for R&R).
We will use a 3x3x3 goal which challenges us to collectively make 3 visits a day, 3 days a week, 3 weeks out of the month.
Note: If you have one member of your sales team, divide this goal accordingly: The ‘Spartan 100’ plan!
The ‘1,000 ENGAGEMENT’ Plan
As a larger For Impact organization with 6 committed Relationship Managers, we will make 1,000 VISITS/PRESENTATIONS this year.
Each of our 6 Relationship Managers will have a Portfolio of 300 Qualified Prospects. Each of us will make 167 VISITS/PRESENTATIONS (ENGAGEMENTS) this year.
We will average 15 QUALITY VISITS a month and do all of the appropriate preparation, predisposition and follow-up.
We will do ‘DISCOVERY’ on every visit and with every prospect. We also commit to make the FULL PRESENTATION around the TRIPLE ASK for TODAY, TOMORROW and FOREVER (Annual Operations, Campaign Priorities and a Legacy/Planned Gift.)
*20% of these 167 visits will become our TOP 33 gifts for each Relationship Manager.
*Warning: It’s pretty easy to run down this list and blow off a number of these with a “We’ve already got this/done this” attitude. I encourage you to take a look at the resources we’ve provided below and create an Action Plan for 2016.
Set up your next month’s visits right now!
ENGAGEMENT is all about FOCUS and DISCIPLINE and EXECUTION.
Don’t ‘think’… DO! Once you have your Funding Plan and ENGAGEMENT STRATEGY laid out… EXECUTE! (ACT!)
Commit to SHARING THE STORY and PRESENTING THE OPPORTUNITY!!!