In This Edition:

• Nonprofits Buying Into Franchises
  
  
• Planned Giving ...
  Missing the transfer of wealth, what’s left, anyway
  
  
• Branding ...
  What potential donors believe can really hurt
  
  
• Annual Giving ...
  Keep it exciting year after year

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Nonprofits Buying Into Franchises

The Evergreen Commons Senior Center, in Holland, Mich., never worked with a franchise before inking a deal four years ago with American Ramp Systems in South Boston, Mass.

The operation differs from the public health club the nonprofit purchased nine years ago. “Part of the decision to have the franchise comes from the uniqueness of the product,” said Larry Erlandson, president of Evergreen. “We determined that the product was very good and they offered services like a call center and marketing for support.”

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Planned Giving ...
Missing the transfer of wealth, what’s left, anyway

Planned giving is about ordinary people making extraordinary gifts, according to Kristi Edwards, Arizona Community Foundation affiliate advancement officer and Yavapai County Community Foundation director. 

There might be arguments about how much will actually be transferred within intergenerational wealth, but organizations ignoring planned giving will miss out on a chance to bolster endowments. During the 46th annual Association of Fundraising Professionals (AFP) international fundraising conference in New Orleans, Edwards explained that planned giving usually results in larger gifts and builds stronger donor relationships.

Not all planned giving donors look the same -- but here are some prospects your development department should keep an eye out for:

• Previous planned giving donor
• Referral from a donor or volunteer
• Estate planning seminar attendee
• Respondent to a newsletter
• Identified through annual giving solicitation
• Referred from development staff
• Widows
• Childless couples
• Same-sex couples
• Retirees
• Responded to an institutional publication
• Received services from your organization
• Those currently involved in the organization, such as volunteers, staff, trustees.
  

Branding ...
What potential donors believe can really hurt

Oak Hill, also known as the Connecticut Institute for the Blind, serves children and adults with various disabilities at more than 50 program sites across the state. But the 115-year-old organization had an identity crisis, according to Trish Hesslein, director of community relations at Oak Hill in Connecticut.

People thought that Oak Hill served the blind and visually impaired, served only the greater Hartford, Conn., area and that the organization is a state agency. All three are false.

Organizations need to know how wrong public perception can be, Hesslein explained during the 46th annual Association of Fundraising Professionals (AFP) international fundraising conference in New Orleans. Take some tips from Oak Hill:

• Set goals. Oak Hill outlined what the organization needed to happen. It needed the mission to be heard, understood and remembered.
• Perception versus truth. Find out what your donors or prospects know, or think they know, about your programs. That will develop communications and a benchmark from which to start.
• Establish research. Oak Hill used surveys to ask for feedback from donors, staff families and even community leaders. The organization had an expert advisory board and focus groups examine marketing materials.  
• Define position. Create specific, measureable goals within the organization’s key issues that resonate with the prospect audience.
• It’s all about the audience. Identify and then segment what audiences you would like to reach and assign specific actions to each segment.
• Buy-in. Oak Hill received top management buy-in. Communicate to your board and senior team why the brand investment is worth it.
  

Annual Giving ...
Keep it exciting year after year

Think about what you have to do annually – spring cleaning, doctor appointments, visiting the crazy-side of the family.

It is all necessary, but it ends up feeling like a chore. Your annual giving campaign shouldn’t fall into the same category, according to Jill A. Pranger, president and founder of Pranger Philanthropic, at the 46th annual Association of Fundraising Professionals (AFP) international fundraising conference in New Orleans. She shared how to keep annual campaign fresh and exciting year after year – for you and the donor:

• The write stuff. If you get bored reading the copy over, chances are your donors won’t get through the first paragraph.
• Tell a story. Remember that people give to people. Find a story that will highlight the great work your organization is doing. Try to personalize the message as much as possible with a signer who the donor will know.
• Set more than financial goals. Look at how many board members should be involved and how many new volunteers you want to cultivate.
• Report back. Let donors know how the campaign performed. It will lend some credibility to your campaign and help you build a case for next year’s giving.
• Evaluate what worked and what didn’t for the campaign. Be honest with yourself. Remember, you have to do this again next year. Start off on the right foot by taking best practices from this year.

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