Rev It Up: Fundraising As A Driver Of Organizational Change (and Revenue)
Thursday, July 14th, 2016
8:15 AM - 9:20 AM: Breakout 1
This session will tell you of the turnaround story of The Trust for Public Land by focusing on and seizing the moment to revitalize an organization around a dream or new goal.
At The Trust for Public Land, the dream was to have a more sustainable organization focused on big program concepts that drive big conservation progress, for example, "climate-smart cities." The moment to be seized was the mid-point of a large, national fundraising campaign that had been successful so far, but still had a lot of ground to cover with a diminishing prospect base and declining staff and volunteer energy. A mid-campaign assessment, that included input from national staff, local staff, and campaign volunteers, resulted in a greater emphasis on annual giving (direct mail and online); a marketing survey that helped identify new major prospects; a revised case for support and a stronger partnership with the marketing department; and a new donor stewardship program.
The organizational outcomes have been significant and multiple. The "Power of Place" mid-campaign planning effort helped The Trust for Public Land build staff and Board understanding of the vital importance of private philanthropy, attracted its first endowment gifts, expanded its donor base, and created stronger internal teams (program, marketing and fundraising) to attract principal gifts.
Learning Outcome #1
By attending this session participants will learn: To diagnose the opportunities and challenges of the current fundraising campaign, looking not only at the rationale for giving, but whether the prospect base is adequate, and if the staff and volunteer base have enough horsepower to meet the intended goal.
Learning Outcome #2
By attending this session participants will learn: How marketing tools, like more strategic targeting and an online constituent survey, can help to identify new prospects as well as to gauge their interest in and attitudes about your organization and its current fundraising priorities.
Learning Outcome #3
By attending this session participants will learn: To use current industry standards and gauges to evaluate staff efficiency and ROI, as well as more effectively engage volunteers.