This is the second installment of a two-part webinar series on fundraising focused on animal welfare organizations. The first part outlined steps for jumpstarting fundraising initiatives, misconceptions about fundraising, the value of involving everyone in fundraising efforts, creating policy and capturing data, and the core of fundraising which is building relationships with donors and stakeholders. This session focuses on the strategies to employ to maximize fundraising efforts.

Leading the discussion is Julie Bank, principal of JBankConsulting. She is also a faculty at the University of Florida Veterinary School where she teaches Development and Fundraising for master’s students. She has over 30 years of experience in private non-profit and governmental animal welfare and control agencies.

Specifics of her discussion are on:

• A recap of the first part of the webinar series.
• An overview of where individuals tend to give, the reason behind choosing these entities, and the most common sources of giving to take into account when deciding on a fundraising strategy and plan.
• Applying the Pareto Principle in fundraising where efforts are focused on the 20% of donors that account for 80% of donations.
• A step-by-step look into the donor cultivation process where the goal is to try to move people to give larger donations to your cause.
• The benefits of developing a fundraising plan in terms of focusing efforts, developing a budget, building confidence in the program, and raising more money.
• What annual giving is, the logistics involved and considerations in annual giving, and a sample annual giving plan that takes into account the strategy to implement based on the audience and the goal.
• The different types of audiences to reach out to when fundraising and ideas for annual giving for different audience types.
• Tips for creating effective appeals that highlight simultaneous online-offline and multi-platform campaigns, targeted mailing lists, incrementally increasing asks based on past donations, and compelling content and narrative that emotionally connects to the donors.
• What major giving is, determining the threshold for what qualifies as major giving, and where major giving typically comes from.
• Strategies to motivate individual donors into major giving through incentives, and ways to recognize donors who fall under the major giving category.
• The concept of planned giving left by wills through legacy planning and the importance of making the community and existing donors aware of this option.
• Factors to take into account particularly in terms of legal procedures involved and potential setbacks in planned giving.
• The value in a diverse strategy that targets the different segments of the community and donor types to maximize fundraising efforts.
• Resources to learn more about fundraising in the animal welfare space.

Questions from the attendees are about:

• Resources and online programs mentioned during the webinar.
• Seeking more fundraising involvement from the board.
• What smaller agencies should focus on as the first steps to effective fundraising.
• Maximizing fundraising efforts on social media.
• The manpower required for a fundraising program.
• The process of researching and qualifying potential donors.

Other Webinars with This Presenter

• Jan  26: Yes, You Can Fundraise! Fundraising for Animal Welfare Government Agencies
• March 16: Fundraising Tactics, Tips and Ideas for Municipal and Non-Profit Animal Welfare Agencies (this webinar)

Click here to view and register for other upcoming Animal Welfare webinars on the JCH Platform

Audience Comments

• “The entire presentation is invaluable! Thank you.” — Pat
• “The 80/20 rule right now seems to be the most important thing I’ve learned. Was very informative. Thank you.” — Melissa
• “This was packed full of good information! … Thanks!” — Abigail
• “It was all great information. Fundraising is new to me. I would love to learn more about social media fundraising.” — Bri

The National Animal Care & Control Association (NACA) was formed in 1978 for the express purpose of assisting its members to perform their duties in a professional manner. We believe only carefully selected and properly trained animal control personnel can correct community problems resulting from irresponsible animal ownership. NACA’s purpose is to preserve the Human/Animal Bond by insisting on responsible animal ownership.