WHERE THERE's A Y,
CAMPAIGNER GUIDE & WORKBOOK
THERE'S A Way
YMCA FACTS Our Mission To put the principles of caring, honesty, respect, and responsibility into action through programs that build a healthy spirit, mind, and body for all. Charitable The Y is a not-for-profit 501(C)(3) Our Values Caring: Show a sincere concern for others Honesty: Be truthful in what you say and do Respect: Treat others as we’d all like to be treated Responsibility: Be accountable for your promises and actions Who We Serve The Duluth Area Family YMCA serves over 11,400 members and program participants.The Duluth Area Family YMCA operates five branches, two community centers, and two Early Childhood Education centers; serving St. Louis, Cook, Carlton, and Pine counties. Our Cause To Strengthen the foundations of our community as an inclusive, charitable organization of people joined together by a shared commitment to nurturing the potential of youth, promoting healthy living, and fostering a sense of social responsibility. Driven by its founding mission, the Y has served as a leading nonprofit committed to strengthening community for more than 175 years. The Y empowers everyone, no matter who they are or where they’re from, by ensuring access to resources, relationships and opportunities for all to learn, grow, and thrive. By bringing together people from different backgrounds, perspectives and generations, the Y’s goal is to improve overall health and well-being, ignite youth empowerment and demonstrate the importance of connections in and across 10,000 communities nationwide. Areas of Impact Our areas of impact provide a clear framework around how we strengthen community and where our positive impact can be seen: FOR YOUTH DEVELOPMENT Empowering young people to reach their full potential FOR HEALTHY LIVING Improving individual and community well-being FOR SOCIAL RESPONSIBILITY Providing support and inspiring action in our communities VOLUNTEERS Each Y is governed by volunteer board members from the community who make program, policy, and financial decisions based on the needs of that community. FINANCIAL SUPPORT The Y is supported by membership, program fees, and both public and private contributions. HISTORY The Y was founded in London in 1844 in response to unhealthy social conditions arising in big cities at the end of the Industrial Revolution. The Duluth Area Family YMCA was founded in 1882. DID YOU KNOW? Notable Y contributions to American life through team sports include the invention and development of basketball and volleyball.
HOW TO USE THIS HANDBOOK This handbook is designed to provide you with all the information you need during the course of the Annual Community Support Campaign. Included are: Facts about the Y Information about the campaign Successful Campaign techniques Helpful answers to questions you may be asked Please read this material carefully…it’s guaranteed to be one of your most valuable resources. Any questions or concerns, please contact your Y Branch Executive:
Thank you for your commitment to our community and your willingness to help us advance our cause to provide access to more opportunities for all people in our community.
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PHONE NUMBER:
EMAIL:
Welcome
* when meeting in person is not an option, a zoom or video chat is next best. If that is not an option a phone call is preferable to an email or simply mailing information.
WHY DOES THE Y HAVE AN ANNUAL COMMUNITY SUPPORT CAMPAIGN? Every year the Y recruits volunteers to solicit funds for the Annual Community Support Campaign. These funds make it possible to keep our promise to make programs and services available to everyone, regardless of their ability to pay. Our goal is to build a broad base of community support among individuals and businesses who believe in contributing to their community. All money raised by the Annual Community Support Campaign is used to support the Y’s programs for children, teens, adults, seniors, and families in the communities we serve. The demand for financial assistance is increasing at a tremendous rate each year. Funds secured in the campaign are used to offset this ever-rising demand for assistance. Y membership dues cover the day-to-day operational costs of the Y facilities and ensure that our Y members have access to the best trained staff and programs.They support in part, but do not fully fund programming such as camps, safety around water swim lessons, afterschool enrichment programs, food access and distribution, and Early Education programming. Donations to the Y can be made in several ways: A pledge can be made and paid over the course of a year. The donor will be billed monthly, quarterly, or semi-annually. A check for the full amount can be provided. Donations can be charged to a credit card. Some companies will match your donation. To determine this, please check with your company’s human resources department.
12 TECHNIQUES FOR FUNDRAISING SUCCESS
Make your own contribution first - This is the most important thing you can do in preparation for your ask. Only then will you be able to properly ask potential donors for their pledge. Face-to-face is the most effective method* - A personal visit to the right person produces superior results than a phone call or letter. Use the phone to secure the appointment and a letter to confirm the results of the interview - share the story of the Y on a face-to-face basis. It pays off. Go after your best prospect first - This gets you off to a good start psychologically and gives you an even stronger position in subsequent solicitations. Tell what the Y is doing - When approaching a first-time or previous donor, it is largely a matter of education. Your job is to tell the value of the Y programs. When you appeal to the self-interest of the donor, you are likely to secure a response. Flexibility should be the key to your approach - There is no standard way. The time you choose to make your contact, and the method, should be custom-tailored to each prospect. Know the facts about the Y - Be prepared with reasons why they should support the Y generously. Each approach should be thought out in advance. Aim high - When the time is right, ask for a specific amount. Don’t just talk of dollars, but of service - what those dollars will do for kids. In a direct manner, steer your prospect’s thinking to the highest level consistent with their giving capacity. A prospect is seldom offended because he or she is asked to contribute more than he/she might be in a position to give at that particular time. In fact, a great amount of money is lost to the Y simply because many prospects weren’t asked to contribute at the level of their capacity. Never “just” leave the pledge card - Most donors don’t return the pledge card without background information. Teams of two often get better results - Enlist a running mate for certain calls, someone who has a particularly strong influence with the prospect. You will complement each other in the interview and the pledge is usually larger. Be prepared in advance for questions - Answer questions honestly. Find out why an objecting prospect feels the way he does, and turn it into a positive. Refer unanswerable questions to staff. Remember, even if you do not get a contribution, you can make a friend for the Y! Always say thank you - The Annual Community Support Campaign is an opportunity to cultivate friends of the Y. Everyone is a prospective donor. Saying “thank you” lets donors know that their gifts, no matter what size, are important. People give to people rather than causes - Even though they may not wish to make a payment now, we hope that they will consider a “pledge” of your interest and support and we will bill them later in the year.
MAXIMIZING YOUR RESULTS FUNDRAISING LADDER OF EFFECTIVENESS Personal visit: Team of two volunteers Personal visit: One volunteer Personal letter followed by a phone call within one week Personal phone call to someone you know Personal letter without follow up phone call Note: Hierarchy of personal letter Handwritten note or letter Computer/Tablet generated “personal note” Phone call to someone you don’t know
☒ Ambassador – We are all Ambassadors of the Y. We serve as representatives or promoter of the Duluth Area Family YMCA within the community. Strong Ambassadors INVITE friends, family, and colleagues to your events, and SHARE information on donors and prospects.They may also peer-to-peer fundraise and are comfortable talking up our organization. ☐ Connector – The Connector may not be as comfortable talking in front of a room full of people as the Ambassador, but their strength lies in getting the right people to our events. They provide lists of prospects for donor cultivation and solicitation; arrange meetings with individuals, corporations, foundations, or government agency that can provide new funding; and serve as a matchmaker between your nonprofit and their network. ☐ Solicitor – The Solicitor is our closer. They are willing and even eager to participate in major donor fundraising and/or make asks. These folks go along to luncheons, sometimes with board members, and assist with the asks. Solicitors can also be good at finding potential event sponsors. ☐ Steward – The Steward help nurture your donor relationships.They help with thank you calls to donors and supporters. As a staff member, they can learn more about the donor and share impact stories.
AN EFFECTIVE WAY OF ASKING Opening “Hello my name is [name], and I’m a volunteer of the Duluth Area Family YMCA. Engaged members, such as myself, have volunteered to contact others in the community to help our annual Community Support Campaign. How familiar are you with the campaign?” Discuss Y Programs “Our Y provides programming and opportunities for children, teens, adults, and seniors who may otherwise be unable to participate. These outreach programs and services include before and afterschool care, full-day child care, summer day camp, swimming, youth sports, fitness programs, teen leadership development, and health education for the family. These programs are made possible through funds contributed during our annual Community Support Campaign. Our goal is to raise $___________________________ this year for the [branch/program/location]. We’re counting on the support of members and friends to help continue these vital programs.” Closing “[Prospect’s Name] the Y’s programs are very important to me, and I wouldn’t be taking your time if I didn’t feel it was so important to our community and that you could make a difference. These programs won’t continue without your support. Would you consider a gift of $__________________________________ ?” Ending The Call “That’s great [their name]. We really appreciate your support of these programs. You will receive an acknowledgment of your pledge of $______________ to be paid quarterly, monthly, or in one installment of $____________________ . May I confirm your address and spelling of your name? ” Thank The Donor “Thank you again for your support. We can really feel proud that we are helping the Y strengthen the foundation of our communities.”
“Why should I give more money to the Y? I’m already a member and pay monthly dues?” Your membership dues cover the cost of operating Y facilities, but do not fully support outreach services and programming. They are made possible only through contributions from Y friends and members, like yourself, who want to help the Y meet the needs of all individuals in our community. That’s why we need your support in this campaign. “Why should I give to the Y? I’m not a member.” Your support is still needed! You benefit by having a strong Y in your community because the Y provides meaningful opportunities and experiences that help young people grow into responsible adults, gives families the support they need to thrive, and seniors a place to belong. The Y makes your community a better place in which to live and do business. “I already gave to United Way”. United Way is a donor to some of the programs of the Y. These funds cover a portion of the outreach expenses, but do not cover costs for overall programming throughout the Association. “I gave last year. Isn’t it too soon to be asking again?” Your contribution last year helped the Y continue vital financial assistance programs for our community. These programs will not continue without your continued support. “We would like to give, but we have already made up our contributions budget for this year.” Please tell us the best time to ask for your support. When and to whom should a request be made? “Business is not so good; we’ll have to wait.” Even though you do not wish to make a payment now, we hope you will consider a “pledge” of support and we will bill you later in the year or work with you on a schedule that fits your budget.
KEY FUNDRAISING ROLES: Identify what your unique strengths are and how you can use those strengths to advance the mission of the Y:
HANDLING OBJECTIONS
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2.
3.
Others
To help craft your prospect list, identify three people in each category listed.
Professional contacts (attorneys, CPAs, etc.)
Try to answer the following questions in your response: Why do I volunteer? Why do I give? What benefits have I received from the YMCA? What is the best part of the community support campaign?
Depending on your role within the Y, you may have branch level, Association Level, or Special Project Goals. If you are unsure of your role, please have a conversation with your Branch Executive or the Development Director to determine where your strengths can best be used.
Neighbors
Co-Workers
Volunteer Activities (church/synagogue, PTA, scouts, Rotary, etc.)
Clients/Customers
Friends
MY TRACKING WORKBOOK
Family
START WITH YOUR STORY
Identify Your Prospects
Classmates
Use your story to help frame your conversations with members and potential donors. Take a few moments to write down what the Y means to you.
CIRCLE OF INFLUENCE ACTIVITY
Association Goal $
Branch Goal $
Team Goal $
Personal Goal $
# of Invite &/or Participants (if fundraising for an event)
SET YOUR GOALS
From Circle of Influence Activity Select and List your Top Prospect Donors Below
MAJOR PROSPECT TOOLS
Stewardship can be one of the most effective tools in fundraising. Leading with gratitude and building relationships will set you apart from other fundraisers. Think about the ways in which you can say thank you or connect donors to our cause more deeply so they can see the impact their gift has made? Collect and share stories of success and impact to keep our community connected to our cause Send out personalized invitations to our special events Send letters of appreciation and personally-thank donors for their contributions Maintain relationships with members, the community you serve, and donors, especially the ones you cultivate
Prospect Clearing Form: To avoid conflicting asks, use the to clear major donors with your Branch Executive. Utilize the MAJOR GIFT VISIT FORM to help guide your meetings. First page is a pre-visit outline also known as a donor card. Once your prospects are cleared for your ask, again work with your Branch Executive to prepare for your meeting/call/email. Second page is for your post-visit notes. After you meet with your prospect, please provide us with wrap-up notes on the outcome of the meeting. It is recommended that you fill this out immediately after your meeting. Steward your prospects, whether they make a gift or not to keep them connected to our cause and moving toward more engagement.
DEVELOP YOUR STEWARDSHIP GOALS