FRCMem/Learning Curriculum

Copies of the Learning Curriculum's URLs/Handouts for backup purposes are located here (under "Fundraising: Membership Sub-Committee :: Membership: Committee Development"): http://www.perc.ca/dotproject/index.php?m=tasks

= Donor-Centered Fundraising 101: The Art and Science of Individual Giving for Beginners =

Session 1: It Ain't Wall Street
Pre-fundraising psychic trauma prevention for those who feel that money is a corrupting influence and shouldn't be sought by anti-materialists.


 * Overview: The aim of this session is to provide a brief overview of the value and importance of fundraising and to introduce issues related to the practice of fundraising including the traditional separation of "fundraising" and "program" work. This session also invites volunteers to examine their own concerns and attitudes towards fundraising.
 * Key Concepts: The shared goal of both a good organizer and a good fundraiser is to empower people (show people how to do for themselves and enable true ownership). All the skills used by good organizers are the very same skills used by good fundraisers.  There is a need to integrate organizing and fundraising work  to build people power.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Sisters in the Struggle.  Vicki Quatmann.  Raise More Money. The Best of the Grassroots Fundraising Journal.
 * http://web.archive.org/web/20011217055958/www.chardonpress.com/titles/raise006.html
 * '''Evaluation:

Session 2: Creating a Culture of Fundraising

 * Overview: This session examines the specific problems that arise within an organization when its fundraising and program work are not integrated.  Learn why it is important to have your board and volunteers involved in fundraising and how to make it happen. The reading offers practical suggestions to motivate diverse people in your organization to participate in fundraising activities.
 * Key Concepts: Fundraising work often is not integrated with program work, and fundraising carries less value and status. The segregation of fundraising from program, the inability to mobilize diverse people in an organization to participate in fundraising, high fundraiser turnover, and the difficulty in filling fundraising positions are an obstacle to fundraising success and harm an organization.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Creating a Culture of Fundraising in your Organization.  Stephanie Roth.  Grassroots Fundraising Journal.
 * http://web.archive.org/web/20011217040403/www.chardonpress.com/titles/feature20_3.html
 * Evaluation:

Session 3: The Board and Other Obstacles

 * Overview: : Does your board agree to fundraising goals and then fail to deliver?  Are volunteers fixated on special events?  Become familiar with the possible challenges you may face during a fundraising campaign.  Avoid the common pitfalls and learn how to provide the structure and support necessary to keep volunteers motivated and involved.
 * Key Concepts: A successful fundraising campaign requires an effective team effort.  Unproductive group dynamics need to be intercepted before they take over.  Honestly recognizing what is keeping people from asking for money gives you something to work with.
 * Performance Skills:
 * Tools: See URLs
 * Exercises:
 * URLs/Handout: When Board Members Wriggle Out of Fundraising.  Kim Klein.  Raise More Money. The Best of the Grassroots Fundraising Journal.
 * http://web.archive.org/web/20011217060001/www.chardonpress.com/titles/raise146.html
 * Volunteers Hellbent on Events. Dear Kim Q&A Column Archive. Grassroots Fundraising Journal. http://www.grassrootsfundraising.org/howto/dearkim/1059_200208.html
 * Evaluation:

Session 1: Why The Most Important Fundraising Resource is a Strong Base of Supporters

 * Overview: Learn the philosophical and practical reasons for being supported by a broad range of donors. This session serves as the basis for the subsequent in-depth study of grassroots fundraising.
 * Key Concepts: The vast bulk of money given to nonprofits comes from individuals—not institutions. Diversifying your fundraising by building and maintaining a broad and solid base of supporting donors allows your organization to be mission-driven, furthers your organization’s educational, outreach, organizing, and/or advocacy goals, and provides long term stability. It is the most sustainable and fiscally responsible way to fund an organization.
 * Performance Skills:
 * Tools: See URLs
 * Exercises:
 * URLs/Handout: Reasons for Being Supported by a Broad Range of Donors. Kim Klein.  Nonprofit Quarterly
 * http://web.archive.org/web/20010830143128/http://www.nonprofitquarterly.org/special/klien.php3
 * The Importance of Individual Giving: Individual Contributions Totaled Over $181 Billion in 2003. Zimmerman Lehman. http://web.archive.org/web/20040829185615/www.zimmerman-lehman.com/importanceofindividualgiving.htm
 * Evaluation:

Session 2: The Guiding Principles of Great Fundraising!

 * Overview: This session introduces the fundamental principles that form the basis of all fundraising.
 * Key Concepts: People give to people...to help people. Ask, ask, and ask for the support required.  Communicate the need in human terms and *always* show appreciation.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs: Principles of Fundraising
 * Evaluation:

Session 3: Fundraising Essentials

 * Overview: Based on years of fundraising experience, this session provides a more comprehensive examination of the guiding principles of fundraising.  Learn why people give or don’t give, as well as why they stop giving!
 * Key Concepts: People have no reason to think your organization needs money unless you tell them.  Donors are not ATMs.  You need to thank them and keep them posted on your organization’s work if you want them to give more than once.  Some people are going to say no.  If you don’t hear no, you are not asking enough people.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: The Ten Most Important Things You Can Know About Fundraising.  Kim Klein.  Grassroots Fundraising Journal.
 * http://www.grassrootsfundraising.org/howto/v23_n1_art03.pdf
 * Evaluation:

Session 4: Why Do People Give?

 * Overview: It is essential for fundraisers to understand what motivates donors.  Grassroots fundraising is grounded in the understanding of donor motivation - why individuals support causes and organizations. This session presents an comprehensive examination of this topic.
 * Key Concepts: You motivate people to give by focussing on the needs, the desires, and the concerns of the people you’re appealing to—not your organization’s needs. The reasons people give are varied and range from self-interest to altruism.  It’s unlikely donors have only one reason they give to an organization.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: How to Write Successful Fundraising Letters.  Mal Warwick.  (Chapter 1: Why People Respond to Fundraising Letters)
 * http://web.archive.org/web/20040626152540/www.malwarwick.com/letters-chap1.html
 * Evaluation:

Session 1: The Donor Pyramid

 * Overview: This session provides an outline of the stages of donor development.
 * Key Concepts: There are fewer repeat donors than there are first-time donors. The size of the top of the pyramid is dependent upon the size of the base.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Donor Pyramid. Training Materials.  Marc Smiley Organizational Development.
 * http://www.marcsmiley.com/tools/pdf_files/fundraising/donor_pyramid.pdf
 * Evaluation:

Session 2: Who Gives (the 20/80 rule)

 * Overview: The percentages are not always exact, but as this session demonstrates, the majority of money an organization receives is attributable to a small percentage of donors.
 * Key Concepts: As you move up the pyramid, the number of donors decreases but the magnitude of financial support increases.  It’s important to retain donors.
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Who Gives?  Training Materials.  Marc Smiley Organizational Development.
 * http://www.marcsmiley.com/tools/pdf_files/fundraising/who_gives.pdf
 * Evaluation:

Session 3: The Leaky Donor Participation Bucket

 * Overview: Inevitably, donor retention will fall below 100% at any organization. The purpose of this session is to communicate why new donors are essential to the long-term health of an organization's fundraising program.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Elements of Participation:  Building the Donor Base.  Target Analysis Group.  (Pages 5-8 inclusive).
 * http://web.archive.org/web/20040421014835/http://www.targetanalysis.com/presentations/CASEInternational702.pdf
 * Evaluation:

Session 4: The Circle of Giving

 * Overview: This session introduces the fundraising "universe".  The fundraising universe centers on those constituencies that will be most receptive to an appeal for donations.  Further out—but still full of potential for fundraising—are those constituencies that are less likely to give.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Target Constituencies. Training Materials.  Marc Smiley Organizational Development.
 * http://www.marcsmiley.com/tools/pdf_files/strategic_planning/target_constituencies.pdf
 * Evaluation:

Session 5: Hot lists, warm lists, and cold lists

 * Overview: Learn that the most important ingredient for the success of a mail appeal for donations is the list of people you mail to.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout: Fundraising for Social Change. Kim Klein. (Page 62: “Developing Lists for Direct Mail”).
 * http://web.archive.org/web/20030224115750/grassrootsfundraising.org/titles/using.html
 * Evaluation:

Session 6: The Ladder of Effectiveness

 * Overview: Discover a range of solicitation methods and how these methods are ranked in order of their effectiveness.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Ladder of Effectiveness. Training Materials.  Marc Smiley Organizational Development.
 * http://www.marcsmiley.com/tools/pdf_files/fundraising/ladder_of_effectiveness.pdf
 * Evaluation:

Session 7: The Gift Range Chart

 * Overview: This session introduces a *sample* gift range chart.  When planning a fundraising campaign, creating a fundraising chart is an important planning mechanism in order to determine and reach a realistic fundraising goal.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Reaching your Fundraising Goal. Training Materials.  Marc Smiley Organizational Development.
 * http://www.marcsmiley.com/tools/pdf_files/fundraising/reaching_your_fundraising_goal.pdf
 * Evaluation:

Session 8: The Importance of Timing

 * Overview: Learn how adjusting the timing of your organization’s mail appeals can maximize success.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout:  Fundraising for Social Change. Kim Klein. (Pages 78-79: "A Note on Time of Year").
 * http://web.archive.org/web/20030224115750/grassrootsfundraising.org/titles/using.html
 * Evaluation:

Session 9: The Check is in the Mail!

 * Overview: The check’s in the mail, or maybe it isn’t.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Exhibit and Document Library.  Tony Poderis.
 * http://www.raise-funds.com/exhibits/exhibit96.html
 * Evaluation:

Session 1: General Introduction

 * Overview: This session provides participants with an overview of the basics of a healthy fundraising program and introduces the three vital fundraising strategies for any organization.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout: Fundraising for the Long Haul. Kim Klein. (Chapter 1:  "The Elements of a Healthy Fundraising Program")
 * Fundraising Fundamentals--Participant Workbook. Gill Foundation. http://web.archive.org/web/20031210114757/www.gillfoundation.org/usr_doc/1FUNDFUN_web.pdf
 * Evaluation:

Session 2: Choosing the Right Fundraising Strategy

 * Overview: This session briefly describes the most common fundraising methods for acquiring, retaining and upgrading donors and helps participants determine which methods to use to successfully accomplish each of these three objectives.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URLs
 * Exercises:
 * URLs/Handout: Choosing the Right Fundraising Strategy.  Stephanie Roth and Kim Klein.  Grassroots Fundraising Journal.
 * http://web.archive.org/web/20011217040417/www.chardonpress.com/titles/feature18_3.html
 * Grassroots Fundraising Strategy Chart. Adapted by Mimi Ho from "Choosing the Right Fundraising Strategy" by Kim Klein & Stephanie Roth.  http://www.grassrootsfundraising.org/howto/dearkim/gfj_strategy_chart.pdf
 * The Hierarchy of Giving. Community Toolbox for Children’s Environmental Health. http://www.communitytoolbox.org/docs/Hierarchy%20of%20Giving%20Pyramid.pdf
 * Evaluation:

Session 1: Just Gimme Some Donors!

 * Overview: This session discusses methods of identifying and reaching potential donors.  The emphasis is on how best to allocate available resources towards acquiring new donors.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout: Fundraising Numbers.  Using the National Survey of Giving, Volunteering and Participating for Fundraising. Norah McClintock. (Section 4: "Finding donors - the first contact").
 * http://www.givingandvolunteering.ca/pdf/n-fm-ca.pdf
 * You Already Know All the People You Need to Know to Raise All the Money You Want to Raise. Kim Klein.  Grassroots Fundraising Journal. Vol. 16, No. 2, April 1997.'''
 * Evaluation:

Session 2 - The "Ask" - Getting Over the Fear of Asking

 * Overview: This experiential workshop is designed to teach participants techniques for making a successful "ask" from a donor/prospect.  Participants identify their fears related to asking for money face to face and ways to overcome those fears.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URLs/Handout
 * Exercises:
 * URLs/Handout: Fundraising for Social Change. Kim Klein. (Chapter 12: "Personal Solicitation")
 * Getting Over the Fear of Asking. Kim Klein.  Grassroots Fundraising Journal. http://web.archive.org/web/20011217040404/www.chardonpress.com/titles/feature20_2.html
 * Ask People for Money Face-to-Face--Participant Workbook. Gill Foundation. http://www.gillfoundation.org/usr_doc/2ASK_web.pdf
 * Evaluation:

Session 3: Fundamentals of a Good Appeal Letter

 * Overview: In this session, participants become familiar with the attributes of a compelling and effective fundraising letter including letter content, style, and format.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: The Fundraising Letter.  Kim Klein.  Grassroots Fundraising Journal.
 * http://www.grassrootsfundraising.org/magazine/feature23_5.pdf
 * Evaluation:

Session 4: The Application of Theory: Writing the Appeal Letter

 * Overview: This session spells out and illustrates concrete guidelines that apply specifically to writing fundraising letters.  Participants will learn to avoid the common mistakes of fundraising letter writing.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URLs
 * Exercise/Practice:
 * URLs/Handout: How to Write Successful Fundraising Letters. Mal Warwick.  (Chapter 2: The Cardinal Rules of Writing Fundraising Letters)
 * http://web.archive.org/web/20011221133649/www.malwarwick.com/letters-chap2.html
 * The Mail Bag. Stephen Hitchcock. Mal Warwick and Associates, Inc. http://www.malwarwick.com/learning-resources/mailbag/mailbag_apr05.html
 * Evaluation:

Session 1: Renewing and Keeping Donors

 * Overview: Learn why it’s so much easier to keep a donor than to acquire a new one.  This session also examines how you can improve your chances of turning a one-time or renewed donor into a loyal donor.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Fundraising Numbers.  Using the National Survey of Giving, Volunteering and Participating for Fundraising. Norah McClintock.  (Section 5: "Renewing and keeping donors")
 * http://www.givingandvolunteering.ca/pdf/n-fm-ca.pdf
 * Evaluation:

Session 2: Records: The Devil in the Details

 * Overview: How do you find/build the right fundraising database? This workshop will discuss how to identify your needs and how to select/build a database that fits those needs.  Also learn why your database’s usefulness will be severely compromised if you don’t establish data entry standards and ensure they’re being followed.  Appreciate how valuable the work of a data entry clerk is to your organization.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URLs
 * Exercises:
 * URLs/Handout: Nightmare or Rosy Dream?: Database Management for Fundraising. Maria Petulla.  Grassroots Fundraising Journal.
 * http://web.archive.org/web/20030424110636/grassrootsfundraising.org/titles/feature21_3.html
 * Caring For Your Donor File IS Caring For Your Donors. Randy Brewer. onPhilanthropy. http://www.onphilanthropy.com/site/News2?news_iv_ctrl=-1&page=NewsArticle&id=5195
 * Evaluation:

Session 3: Member Renewals

 * Overview: In this session, participants become familiar with the basics of a successful membership renewal program—a fundamental fundraising strategy to retain hard-won new donors.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: The Art of Renewing Current Members. Pat Munoz. River Fundraising Alert.  Winter 1994. River Network.
 * http://web.archive.org/web/20050502183542/www.rivernetwork.org/newsite/blank.cfm?doc_id=140
 * '''Evaluation:

Session 4: Lapsed Members

 * Overview: An appeal to lapsed members will result in a significantly higher response than an appeal to people who have never been members.  Moreover, reactivated members are more generous and responsive over time than newly acquired ones.  The following session offers some tips on reactivating lapsed members.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout : Tips on Reactivation. Susie Fought. Mal Warwick and Associates, Inc.
 * http://www.malwarwick.com/learning-resources/e-newsletters/mar05.html#Tips_on_reactivation
 * Evaluation:

Session 5: Thank-You and Follow up

 * Overview: Learn the fundamental importance of a well-run donor acknowledgement program.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising. Mal Warwick. (Chapter 13: Thank-Yous, Welcome Packages, and Cultivation Mailings)
 * http://www.malwarwick.com/learning-resources/book-detail/Revolution13.pdf
 * Evaluation:

Session 6: Fundamentals of a Good-Thank You Letter

 * Overview: In this session, participants become familiar with the key attributes of an effective written thank-you including thank-you content, style, and format.  Learn to find the right balance between an effective and timely thank-you that works for your organization.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout: Fundraising for Social Change. Kim Klein. (Chapter 13:  "The Thank-You Note")
 * http://www.grassrootsfundraising.org/magazine/thankyou_note.pdf
 * Evaluation:

Session 7: The Application of Theory: Writing the Thank-You Letter

 * Overview: Struggling with what to write in your thank-you note/letter? This session provides a full range of helpful suggestions.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercise/Practice:
 * URLs/Handout: 12 Things to Write in Thank You Letters to Your Donors to Encourage Continued Financial Support. Stephen Hitchcock. Mal Warwick and Associates, Inc.
 * http://web.archive.org/web/20010820030530/www.malwarwick.com/direct17.html
 * Evaluation:

Session 1: The Long-term View

 * Overview: This session provides participants with an appreciation for the importance of good donor relations and stewardship practices.  Learn how you can build and maintain satisfying relationships with donors that can lead to major gifts.  Learn to identify prospective major gift donors from among your donors and contacts.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Fundraising Numbers.  Using the National Survey of Giving, Volunteering and Participating for Fundraising. Norah McClintock.  (Section 6: "Making the most of your relationship with donors")
 * http://www.givingandvolunteering.ca/pdf/n-fm-ca.pdf
 * Evaluation:

Session 2: Donor Stewardship

 * Overview: Learn practical ways to keep your donors feeling engaged, interested and appreciated.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL/Handout
 * Exercises:
 * URLs/Handout: Fundraising for the Long Haul. Kim Klein. (Chapter 8:  "Taking Donors for Granted")
 * Donor cultivation: What It Is and What It Is Not. Kim Klein.  Grassroots Fundraising Journal. http://web.archive.org/web/20011217040415/www.chardonpress.com/titles/feature18_5.html
 * Evaluation:

Session 3: Special Appeals

 * Overview: Special appeals ask members for additional contributions over and above membership renewal dues.  Learn the fundamentals of a successful special appeals program.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Special Appeal Letters are Worth It!  Pat Munoz. River Fundraising Alert. Winter 1996. River Network
 * http://web.archive.org/web/20051110132223/www.rivernetwork.org/library/libfun_faw96spec.cfm
 * Evaluation:

Session 4: Major Gifts

 * Overview: What is a major donor program and why start one?  Does your organization meet the basic requirements for a major donor program? Learn how your organization can identify, cultivate, solicit, thank and give recognition to major donors.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URL
 * Exercises:
 * URLs/Handout: Starting a Major Donor Program.  Pat Munoz. River Fundraising Alert.  Spring 1995. River Network.
 * http://web.archive.org/web/20051111085017/www.rivernetwork.org/newsite/blank.cfm?doc_id=215
 * Evaluation:

Session 5: Planned giving

 * Overview: This session provides participants with the basic knowledge necessary to begin a planned giving program.  Learn how you can use the skills you’ve gained as a fundraiser to develop a practical and effective planned giving program.
 * Key Concepts:
 * Performance Skills:
 * Tools: See URLs/Handout
 * Exercises:
 * URLsHandout: Fundraising for Social Change. Kim Klein. (Chapter 18:  "Planned Giving")
 * A Fundraiser’s Approach to Planned Giving: Why You Don’t Have To Be A Tax Genius.  Phil Murphy.  Fundraising Day 2001. Association of Fundraising Professionals(AFP). http://web.archive.org/web/20030328034318/www.fundraisingday.org/handouts/d1.htm
 * Breathe Life Into Planned Giving—Participant Workbook. Gill Foundation.  http://web.archive.org/web/20040713172518/www.gillfoundation.org/usr_doc/11BREATH_web.pdf
 * Evaluation:

House Parties

 * http://web.archive.org/web/20030726164559/www.fundraisingday.org/handouts/2003/roth_houseparty.pdf
 * http://web.archive.org/web/20031216132254/www.fundraisingday.org/handouts/2003/branski_2.pdf
 * Fundraising for Social Change. Kim Klein.  (Page 32). http://web.archive.org/web/20020811081100/www.grassrootsfundraising.org/titles/events.html
 * http://www.glsen.org/binary-data/GLSEN_ATTACHMENTS/file/73-1.pdf

Online Fundraising

 * https://www.groundspring.org/learningcenter/groundspring-handbook.pdf