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Executive Education
Clariden Leadership Institute
Effective Fundraising & Marketing For Nonprofits: Strategies That Work To Improve Financial Sustainability
Roewen Wishart
Xponential Strategy

This program has been independently reviewed and approved by CFRE
Roewen Wishart, Xponential Strategy
  • One of Australia’s few internationally Accredited Certified Fund Raising Executive (CFRE) with more than 20 years of experience in diverse fundraising roles
  • Former Board member of Fundraising Institute of Australia (FIA) and Diplomacy Training Program (International Human Rights)
  • Clients consulted includes Mater Foundation, Burnet Institute, Baker Institute, Ingham Institute, & Chris O’Brien Lifehouse (health and medical), Save the Children & Australian Cervical Cancer Foundation (overseas development and global health), Mary MacKillop Foundation & Surf Life Saving Foundation (community services), and Australian Conservation Foundation & Great Barrier Reef Foundation (conservation)

Roewen Wishart is regarded as one of Australia’s leading fundraising strategy thinkers, with a reputation for successful advising for organisations with complex structures, stakeholders and financially innovative approaches. He is also recognised by his profession as a Fellow of the Fundraising Institute of Australia, and internationally accredited as a Certified Fund Raising Executive (CFRE).

With over 20 years’ experience in diverse fundraising roles, his executive work includes management roles in medical research, conservation and overseas development. His board roles have covered international human rights (Diplomacy Training Program) and the Fundraising Institute of Australia; he is currently a member of the FIA national Ethics Committee, Nominations Committee of the board and Chair of the Include a Charity Advisory Committee.

His recent and current clients include: Mater Foundation, Burnet Institute, Baker Institute, Ingham Institute, & Chris O’Brien Lifehouse (health and medical), Save the Children & Australian Cervical Cancer Foundation (overseas development and global health), Mary MacKillop Foundation & Surf Life Saving Foundation (community services), and Australian Conservation Foundation & Great Barrier Reef Foundation (conservation).

He was formerly Foundation Director at Neuroscience Research Australia (2012-15) and responsible for the fundraising program and the research institute’s completed capital campaign and expanded endowment fund. He was previously national Development Manager for conservation NFP Bush Heritage Australia (2001-2012), where he was also responsible for numerous major gifts, its “best in class” gifts in wills program, and the establishment of its endowment for the market-based conservation incentives Midlands Conservation Fund. He began his fundraising career with seven years’ service with Oxfam Australia (1993-2000), at its Major Donor and Bequests Manager then national State Offices Manager with a team of twenty fundraisers and campaigners.

Full participation in Effective Fundraising & Marketing for Nonprofits: Strategies That Work to Improve Financial Sustainability is applicable for 14 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Program Summary

The nonprofit sector is facing major fundraising challenges. Government cutbacks, shrinking donations, and business belt-tightening mean revenue shortfalls that could prevent organizations from fulfilling your missions. To survive and ultimately thrive, a nonprofit needs effective revenue strategies and an organizational culture that champions them.

 

Designed for non-profit leaders, board members, and fundraising professionals who are involved in planning, managing and executing effective fundraising & marketing programs, this comprehensive 2-day program is designed to provide you with effective strategies and powerful techniques to plan, manage and execute your fundraising and marketing strategy to improve your financial sustainability.

 

Led by Roewen Wishart, one of Australia’s few internationally Certified Fund Raising Executives (CFRE) and who has received the highest recognition as a Fellow of the Fundraising Institute of Australia, he will provide you with strategic perspectives and frameworks to align your fundraising and marketing strategy with your organization's mission and show you how to formulate a powerful value proposition that strongly supports your organization cause. You will discover how to build a broad constituency of donors aligned to your mission, determine the right level of funding diversification to ensure financial sustainability and use tactical fund raising campaigns such as challenge drives, stretch gifts, and corporate matching, year-end drives; corporate partnerships and major campaigns to power revenue, increase access to wealthy donors, and raise your community profile. In addition, you will learn to master effective marketing techniques to raise the awareness and cause of your organizations' missions and how to select the right communication strategy and channels to attain your desired effect.



Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.

Introduction

Non-profits face a myriad of challenges in establishing and maintaining financial sustainability, and these challenges are exacerbated for non-profits serving low-resources, high-need communities. Innovative fundraising techniques, as well as clear, consistent marketing and branding will help communicate a non-profit’s social mission to funders and the community more effectively and improves financial sustainability. 

 

The problem here is that many non-profit companies face difficulties in accurately understanding their target audience as to what drives their behavior to donate and contribute. In addition, they are ineffective in their digital and non-digital marketing techniques to communicate and positively influence their stakeholders. Many also highlighted the poor fundraising strategies, execution plan and assessment frameworks to achieve greater return on investment.

 

Without in-depth knowledge, effective frameworks and techniques to plan and execute an effective fundraising and marketing strategy, non-profit companies will face diminishing fund, financial instability and weak sustainability.

 

Designed for non-profit leaders, board members, and fundraising professionals who are involved in planning, managing and executing effective fundraising and marketing strategies, this comprehensive 2-day program is designed to provide you with effective strategies and powerful techniques to plan, manage and execute your fundraising and marketing strategy for successful outcomes and improve your financial sustainability.

 

Led by Roewen Wishart, internationally accredited Certified Fund Raising Executive (CFRE) with more than 20 years of experience in diverse fundraising roles, he will provide you with strategic perspectives and frameworks to align your fundraising and marketing strategy with your stakeholders’/donors’ need and show you how to formulate a powerful value proposition that strongly supports your organization cause. In addition, you will learn to master effective marketing techniques and best practices to build your audiences, through websites, blogs, social media, mobile platform, emails, and events, and how to select the right communication strategy and channels to attain your desired effect. Furthermore, you will also learn to layout a strategic plan for executing your fundraising and marketing strategies successfully, and accurately track and measure your fundraising effort for future improvements.

 

Packed with real-life case studies and interactive discussion sessions, you will leave this program with practical skills, powerful techniques and in-depth knowledge to successfully drive your fundraising and marketing efforts to greater heights and drastically improve your financial sustainability in the long run.

What You Can Expect

By the end of this program, participants will be able to:

  • Design a robust fundraising strategy and plan that aligns with your organization’s mission and goals 
  • Effectively select the right communication strategy and channel to reach and influence your stakeholders 
  • Build a broad constituency of donors aligned to your organization’s mission 
  • Use effective fund raising campaigns from challenge drives to corporate partnerships to increase fund raising capacity and raise your community profile 
  • Create a powerful value proposition and mission for your donors and stakeholders 
  • Master effective online and offline marketing techniques and best practices to build your stakeholder base 
  • Lay out an effective framework for successful execution of your fundraising strategy 
  • Accurately track and measure the return on investment of your fundraising effort

Who Will Benefit Most

This program is designed for, but not limited to, Non-Profit Leaders, Marketing Managers, Communication Managers, Government Leaders who work with Community Programs, Board Members, as well as all Fundraising professionals who are involved in planning, managing and executing effective fundraising and marketing strategies.

Program Outline

DAY 1
Course Introduction – How Overall Marketing Guides Fundraising

  • Delegate introduction
  • Defining the target audiences, and their influence on fundraising products
    • Demographic, Geographic, Income and Attitudinal audience criteria
    • Sources for estimating audience size
    • Examples of product/audience alignment: peer to peer fundraising, direct mail, regular giving, events
  • Matching fundraising product choices to brand
    • Brand market positions e.g. top, niche, challenger
    • Brand values and product linkage e.g. action/participatory – challenge fundraising, longevity/legacy – major gifts & bequests, local identity – community fundraising
  • The organizational case for support: what is it, and how does it affect fundraising?
    • Using the case for support as a content guide
    • Defining the key “education and motivation” for the donor journey
    • Content of the case for support:
      • Why do we/does this project exist?
      • What key social issues are we addressing?
      • Why are we best placed to solve these issues?
      • What are our urgent needs?
      • Whose lives do we impact (compelling case studies)?
      • What is our track record?
      • What will happen if we don’t succeed?
      • What transformational things will happen if we do?
  • Delegate exercise: formulating your value proposition to donors

 

Marketing Methods – Building Your Audience of Potential Donors

  • Building your audience online (web and social media)
    • Translating audience definition to online goals
    • Setting objectives for online activity (special attention to geographic, diaspora)
    • Selecting channels to match goals
    • Key issues for NFPs
      • Content
      • Interactivity
      • Moderation
      • Google Ad Grants for AdWords
      • Challenge of fundraising with Facebook
  • Building your audience offline (events, service participants and members, allliances)
    • Benefits of integrated CRM systems
    • Service participants ,beneficiaries (donor and fundraiser potential)
    • Members
    • Events – setting objectives
    • Sector alliances – issues alliances, market growth alliances v. competition
  • Public relations work compared with direct fundraising

 

What is the Scope of Fundraising?

  • Reasons for fundraising in the NFP revenue mix: the strategy choice and how to make it
  • Case studies: A Small Australian NFPs With Successful Fundraising Growth
    • Song Room

 

Fundraising Product Choices Part I

  • Fundraising as direct marketing – marketing reach which pays for itself
  • Criteria for product choices: return on investment, lifetime value, scalability, capability, time horizon & risk
    • Explanation of each criterion
    • Typical ROI ranges for common products
    • Explanation of ROI calculation (up-front and five year) and lifetime value
  • The donor pyramid model and the Pareto principle (the 80/20 revenue “rule”)
    • Description of the model and upgrading
    • Exceptions to the upgrading principle – major gifts, gifts in wills, and regular giving
  • Case study: top ROI products –major gifts, capital campaigns
    • Capital campaign ROI overview and CapEzy self-assessment tool
    • Major gifts ROI overview and case example Australian Conservation Foundation

 

Implementing New Fundraising Products

  • Using marketing campaigns as a framework for fundraising – challenge drives, end of tax-year appeals, corporate matching
    • End of financial year timing (mail, online, major gifts) and bonus tax deductions (e.g. to Dec 2018)
    • Matching challenges – key requirements of source donors, match formulae, and deadlines
    • Workplace giving – scale and matching potential
  • What motivates donors?
  • Giving is emotional – implications for fundraising
    • Seven common emotional motivations for giving
    • Implications for cultivation and solicitation
  • Giving practices influenced by community identity and faith
    • Islamic charity
    • Chinese and Indian community giving practices
    • Christian and Jewish charity
  • The virtuous circle: building community awareness and community fundraising simultaneously
    • Community fundraising
    • Challenge events (native)
    • Third party events
  • Case study: Oxfam Trailwalker

 

DAY 2
Recruiting and Managing Fundraising Teams

  • Skill and knowledge requirements of fundraisers
    • Professional knowledge and training
    • Skills based on job function
    • Personal attributes
  • What is “a culture of philanthropy” in an NFP?
    • Explore donor’s visions and needs
    • Meeting and exceeding donor’s expectations (seven key areas)
    • …without allowing activities to become “donor-driven”
  • Key regulatory and ethical requirements - checklist
    • Code of Governance for Charities and IPC
    • Individual charity code examples
    • Charity Transparency Framework
    • International Statement of Ethical Principles in Fundraising
    • Singapore Code of Advertising Practice
  • Delegate exercise: KPIs for fundraisers – beyond net revenue alone

 

Fundraising Product Choices: Part II

  • Current trends in fundraising and best practices
  • Typical product choices: high volume / lower ROI products, and smaller volume, high ROI products
    • Planning matrix for fundraising products
    • Donor base modelling
  • Review of corporate philanthropy and corporate sponsorships
  • Making major gifts work: stretch gifts, access to wealthy donors
    • Key requirements for major gifts: prospect identification, qualification, cultivation, solicitation and stewardship
    • Prospect identification and research resources
  • Delegate exercise: selecting fundraising products for your NFP

 

Concluding Session - Action Steps

  • Further resources: quality fundraising online resources
    • Blogs
    • Case studies
  • Delegate exercise: three products to research, and three internal capabilities to build for your NFP

CFOs Leadership :
Experience Clariden
Discover how our leadership program has shaped the perspectives of CFOs across Asia
 
Venue: Hilton Singapore
Date: 11 - 12 July 2018
Faculty: Roewen Wishart
Early Bird 1: S$2,595 (by 16 May 2018)
Early Bird 2: S$2,795 (by 13 June 2018)
Regular Fee: S$2,895
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Note: GST is applicable to participants from Singapore registered companies.
Contact: karen.williams@claridenglobal.org
 
 
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