The basics of fundraising for NGOs. Fundraising as a technology of social work.docx - Fundraising as a technology of social work The main fundraising tools in the field of social entrepreneurship

Table of contents

Introduction	3
Chapter 1. THE ESSENCE OF MODERN FUNDRAISING TECHNOLOGIES	7
§1. Essence-content characteristic of fundraising	7
§2. Fundraising in Russia	12
§3. Non-profit organizations as the main subject of fundraising	16
Chapter 2. TECHNOLOGY for organizing and conducting a fundraising campaign	22
§1. Substantiation of the technology of organizing and conducting a fundraising campaign to raise funds for holding an action in support of children with disabilities	22
§2. Description of the technology of organizing and conducting a fundraising campaign	25

Conclusion	37
List of used sources and literature	40
APPS	43

INTRODUCTION

Traditionally, the social sphere in our country is the sphere of activity of the state, which is responsible for the implementation of social policy. IN Lately it is possible to speak with certain confidence about the significant role of NGOs in the market social services and in the implementation of cooperation and financial assistance to public institutions in the social sphere. Implementation of many promising ideas and initiatives involving NGOs are often associated with the availability of funding sources. As a rule, the number of ideas and proposals is many times greater than the financial capacity of sponsors and donors. Almost all non-profit organizations and bodies face the search for sources of funding and real donor funds for the implementation of socially oriented and socially significant projects. local government and various social institutions. This is an age-old problem, the security of socially significant projects with sources
of gratuitous financing, suggests the conscious need to normalize some targeted strategy for finding the organization's funds - fundraising. The field of fundraising is practically a new field of activity for our country. It is developed in the USA, where a diverse system of benefits and incentives has been developed for contributors to the social sphere, whether they are commercial structures, foundations or individuals. Free market traditions in the US encourage philanthropy. Search for subsidies or Money- fundraising - has grown into a separate professional management area. First-class specialists who know how to replenish the budget have appeared. There are now more than 50 million Americans in the US who donate either their time or their money to the nonprofit sector. The social sphere, like no other, needs more organized financing from extrabudgetary funds, more precise and professional organization of attracting resources from sponsors and donors. Relevance of the topic coursework is due to the rather high importance of fundraising technologies for the development of the social sphere. Drawing attention to this species social technologies are necessary today for most subjects and objects of the social sphere. The introduction and use of fundraising technologies will expand the financial and other capabilities of social institutions and, as a result, increase the efficiency of its functioning.
Research problem: insufficient knowledge of fundraising methods and technologies in modern Russia and the need to implement these technologies in practice.
In the process of writing my term paper, I used research on fundraising by O. Alekseeva ("Tactics of seeking funds from individuals" , "Attracting donations from Russian companies" ); A. Dymnikova (“Fundraising as a special type of entrepreneurial activity in culture”); G. Tulchinsky (“Fundraising. Raising funds for non-commercial activities”, “Non-commercial marketing (marketing in the field of culture)”), V. Pankova ("Peculiarities of National Fundraising" ), J. Alexander and K. Carlson (“Basic Principles of Fundraising: Fundraising Secrets for Non-Profit Organizations”) and others. It should be said that today the literature translated into Russian is clearly not enough to study this problem. Russian authors, on the other hand, mainly study fundraising as an activity that is exclusively the prerogative of NGOs.
An object: fundraising as a tool to attract resources in the social sphere.
Item: fundraising campaign technology as a tool to attract resources for a specific socially significant project.
Target: to study and describe fundraising technologies in the social sphere.
Tasks:
1. Determine the essential and content characteristics of fundraising.
2. Analyze the history of formation and the current state of fundraising in Russia. 3. To study the role of NGOs in the field of fundraising. 4. Substantiate and describe the technology of organizing and conducting a fundraising campaign to raise funds for the implementation of an action in support of children with disabilities.
The course work consists of an introduction, two chapters, a conclusion, a list of references and literature and applications. In the introduction, the relevance of the work is substantiated, the problem, goal, and main tasks are formulated. The first chapter "The Essence of Modern Fundraising Technologies" consists of three paragraphs.
Fundraising, like any professional activity, has a special terminological apparatus, some of the basic concepts related to fundraising activities should be considered: Resources – financial resources, information, specialists, equipment, materials and other tangible and intangible objects necessary for the implementation of the project or the implementation of activities. Charity- voluntary disinterested donation of individuals and legal entities in the form of providing recipients with minimal financial, organizational and other charitable assistance. Maecenas- an individual providing material, financial, organizational and other charitable assistance on a disinterested voluntary basis. Sponsor- a legal or natural person providing material support on a voluntary and non-profit basis for charitable activities in order to promote only their name (name), trademark, etc. Donor- a legal or natural person providing material, financial, organizational and other charitable assistance to non-profit organizations on a voluntary disinterested basis. Grant- a charitable contribution or donation of a targeted nature, provided by individuals and legal entities in cash and in kind. Non-profit (non-commercial) project- a set of planned activities, united by common tasks, the purpose of which is to achieve a socially significant effect, and not to make a profit. .

Chapter 1. ESSENCE OF MODERN FUNDRAISING TECHNOLOGIES

“If you want happiness for an hour, take a nap. If you want happiness for a day, go fishing. If you want happiness for a month, get married. If you want happiness for a year, inherit a fortune. But if you want happiness for life, help someone.”
Chinese proverb

§1. Essence-content characteristic of fundraising

Fundraising(Fundraising) (from the English "fund" - reserve, fund, capital, cash and "raise" - to raise, raise) - an organized search and collection of financial and other funds, in particular, for the implementation of charitable support for socially significant projects, programs and shares, public institutions. Fundraising involves the collection of various types of resources. This can be money, gifts, barter, rent of premises, volunteer work, etc. In fundraising, the main thing is not money, but goals, the achievement of which requires support. . Fundraising- the process of raising funds and other resources by an organization (mainly non-profit) in order to implement a specific social project. Funds can come from individuals, commercial organizations, foundations, government organizations. The formation of fundraising as a separate interdisciplinary direction is associated with the rapid development of the sector of non-profit organizations in recent decades. Thus, one significant addition should be made to the definition of fundraising, namely: fundraising is the search for sources of funding necessary for the implementation of NPO activities, including the implementation of non-profit programs and projects. Fundraising g- this is the provision of a stream of income (in the form of money, time, goods, services) that would allow NCOs to fulfill their mission in the current and subsequent years. Fundraising is based on identifying the needs of NPOs and meeting them. It can be carried out as a business, as a charity and as a sponsorship. . At its core, fundraising is not much different from finding investors. The differences lie in the fact that investors are usually sought for commercial projects, “seriously and for a long time”, to create fixed assets, when the return on investment is expected after a rather long time. The goal of an investor is to make a profit. Fundraising is usually associated with the search for funds for non-commercial projects that, in principle, cannot be implemented commercially and when there is a shortage of working capital for the implementation of projects and programs - not for the creation of fixed assets, but for activities. In this regard, it is obvious that fundraising is a technology that is extremely characteristic of the social sphere.
Purpose of fundraising is to ensure the implementation of socially significant activities. Areas of activity that most often need support:
charity;
protection of human rights;
protection environment;
health;
art and culture;
humanitarian sciences;
natural Sciences;
education;
private sector support;
jurisprudence;
other.
Fundraising tasks:

development of social partnership;

the opportunity to openly declare the organization and inform about its goals;

achievement of the goals of the organization and the implementation of its programs;

strengthening the well-being of society as a whole. .

Fundraising can be "internal" and "external". In the first case, the development and implementation of a fundraising strategy is done by NPO employees on their own. In the second case, this is one of the areas of consulting activity, when the search for funding is carried out by attracting professional fundraising consultants. This role can be played by both independent experts and specialized fundraising firms. Each fundraising campaign has strictly defined tasks, according to which two main types of fundraising are distinguished. The first type of fundraising. If the tasks of fundraising are reduced to the receipt of specific funds for the implementation of projects, then this type of fundraising can be called design. Project fundraising is the most convenient form of raising funds, both for the cultural organization itself and for the financing party. This is due to the well-defined goals for the use of funds, the possibility of attracting significant financial sources at low fundraising costs, as well as obtaining commercial benefits from project financing. The second type of fundraising. In the case of directing funds raised to cover current expenses, this type of fundraising can be considered operational. Operational fundraising is the least effective form of raising funds for a cultural organization, since the incoming funds do not have a designated purpose and are accumulated in its current budget. They can be used to pay wages, cover utility and material expenses, as a result of which the interest of investors in such financing is reduced. Fundraising cannot exist without other elements of activity that are important for the organization: strategic and ongoing planning, public relations, active involvement of volunteers, etc. . A fundraiser is, in principle, any (state, commercial, public) structure that for some reason does not have the funds for some event of interest, but guarantees its high results. Another option: this structure does not want to invest in the event, because it has other resources (barter services, media, VIP contacts) that can be equivalent to financial investments. Subject fundraising is a professional PR department of a structure that allocates or requests funds and / or a PR agency that monitors the entire process from allocating funds to obtaining the required result, and in the case of a PR agency, fundraising may well appear as a direction of business activity.

Some types of modern fundraising:
- fundraising in local communities;
- fundraising through large industrial companies systematically engaged in charitable activities;
- participation in competitions for grants from charitable foundations;
- individual fundraising.
Fundraising activities are somehow carried out and regulated by the following regulations:

Federal Law of the Russian Federation “On charitable activities and charitable organizations”;

Federal Law of the Russian Federation "On non-commercial organizations";

Federal Law of the Russian Federation "On Public Associations";

Federal Law of the Russian Federation "On Advertising".

It can also be included here

Code of Ethics for the Fundraiser

Fundraising sources for fundraising:
The most traditional sources of funding for Russia today are donations, investments from sponsors that come from private and state businesses.
Then follow:
conducting targeted / charitable fundraising events;
grants distributed by foreign funds (Russian ones are still too few and weak);
funding from the budget (usually from the local, at the level of city or regional committees for culture, youth affairs, etc.);
creation of small enterprises, cooperatives, joint-stock companies for the purpose of income from their own commercial activities;
donations from individuals;
collection income membership dues. .
Resource types received through fundraising activities:

human ( work time, intellectual and physical efforts);

information and methodological (knowledge, skills, technologies);

material (commodity);

services and works (with the help of mechanisms that enhance and accelerate the human factor);

financial, for which, in fact, it is easiest to purchase everything listed in the previous paragraphs. .

§2. Fundraising in Russia: the history of formation and improvement

Fundraising is a new phenomenon in the socio-economic space of modern Russia. Fundraising is widespread abroad, in Russia it has recently begun to be mastered. Modern fundraising in Russia began in the 90s and developed in the most unfavorable conditions for the creation of national funds. At present, there are several dozen domestic funds in Russia, but they are either supported by international funds and subordinated to their interests, or are associated with private capital and are "club" funds, or have very small funds and issue a small number of small grants. Therefore, for the time being, Russian organizations have to focus on foreign donors, the most famous of which have representative offices in Russia. Today, in our country, the main sources of funding are donations from individuals and grants from donor organizations. In Russia, the first talk about seeking grants appeared about 15 years ago. Fundraising became known in our country when the first non-profit organizations and the first donors appeared: the Soros Foundation, TACIS, and other large foreign foundations. There were no local donors in principle. Many public organizations appeared due to the fact that they were founded by these foundations. Today the situation has changed. Many large foreign funds have left Russia, but domestic business has become more active - 80% of companies are engaged in charity, private Russian funds and patrons have appeared. But, unfortunately, out of more than 40,000 registered Russian foundations, only about 40 correspond to the concept of a foundation accepted in the world: they have their own financial resources, provide grants and scholarships, and are managed by boards of trustees. . Among the 40 genuine Russian foundations, 20 are local community foundations. This separate view grant-giving funds created by the efforts of local businesses, residents of a particular city or region and financing projects only in the territory of this community. Despite the fact that community foundations have already become a reliable and constant source of funds for local NGOs in their cities, their number is still very small, and, most importantly, NGOs from other territories cannot hope for funding from community foundations. Non-profit organizations for effective functioning try to attract additional resources from charitable foundations and profits of commercial organizations.
In our country, most non-profit organizations do not use the opportunity to attract additional financial and public resources for three main reasons:
1. Lack of a fundraising strategy for NPOs;
2. lack of an information database on funding sources;
3. lack of specialists (fundraisers) capable of conducting marketing research, choosing a donor, writing an application, and monitoring.
The facts show that the majority of projects aimed at the development of civil society, the non-profit sector, small businesses, as well as the creation of conditions for the economic development of the region, have high chances for funding from foreign donors.
Some private structures are adopting the experience of Western business communities and have come to understand that their support for non-profit fundraising organizations and their participation in charitable events contribute to the creation
favorable attitude to the business community from the local community.
More and more non-profit structures appear, the main "consumers" of charitable assistance, which gradually, year after year, form a project culture, thus creating a favorable environment for themselves for more successful work both with philanthropists and to raise funds or material resources from the business and local community.
Currently, non-profit organizations in Russia are increasingly considering financial assistance from foreign and national donors as the only source of extra-budgetary funding for the implementation of the socio-economic tasks that they set for themselves. To date, fundraising is the most effective way to support their activities, but as civil society develops in Russia, others will be established that complement the existing traditions of effective fundraising, which will become components of a powerful set of socio-economic technologies that promote and allow society to independently determine priorities in its development and fulfill the tasks facing it. . Today, state grant programs, both federal and regional, have become widespread. The state has become the largest donor, followed by private capital and NGOs. Search for resources - fundraising has become one of the important tasks of managers and other professionals in the social sphere. Here the experience accumulated in this area in Western countries and, in particular, in the USA, can be useful. However, for the competent application of this experience, it is necessary to take into account domestic realities. Taking into account these realities, it is possible to build adequate and effective models of raising activities. At the same time, it is important to note that in our country, today, a number of significant problems of a subjective nature can be identified, which can and should be productively influenced:

paternalism, pessimism, passivity and expressed mutual distrust of the population, its organizations and associations;

ignorance and (or) underestimation of the role of public philanthropy in solving social problems and development of civil society;

lack of traditions and civilized mechanisms for the voluntary participation of residents in solving the pressing problems of the territorial community;

unfair competition from other entities involved in local fundraising (local governments, state institutions-recipients, public organizations-recipients, individual families and private individuals-recipients);

insufficient support for the cultivation of public philanthropy by international organizations and local media. .

The above requires comprehensive measures to revive and develop public philanthropy in the post-Soviet territorial communities.

§3. Non-profit organizations (NPOs) as the main subject of fundraising

In Russia in recent years, the number of non-profit organizations(NPO). The reasons for the creation of NGOs are different: this is the development of culture, education, assistance to the disabled, environmental protection, and so on. But the fundamental goal is to contribute to the solution of social problems and the harmonization of society. A non-profit (non-profit) organization (NPO) is an organization that does not have profit making as the main goal of its activities and does not distribute the profit received among its participants. Their activities in the Russian Federation are regulated by the federal law "On non-profit organizations", adopted by the State Duma on 08.12.1995. NCOs actually perform the function of social intermediaries, implementers of social ideas and programs. They act as if between the state and commercial firms. Fundraising is most often practiced by non-profit organizations and is a form of business communications between NGOs and their real and potential donors: commercial businesses, sponsors, philanthropists, administrative bodies controlling the state budget. Fundraising is a technique for finding funding sources, i.e. combines activities to attract and accumulate external sources of financing. In the non-profit field, fundraising is aimed at fulfilling social goals, such as conducting educational work; improving public health; study, preservation and protection of museum collections, architectural monuments, etc.
NPO activity is an extremely intensively developing area modern business and management. The technology of non-commercial (non-profit) marketing and management in general has already been formed and claims to be generalizing. In fact, we are talking about the formation and development of the social business industry, the tasks of which are: 1.) dissemination of relevant ideas (by establishing awards, organizing business breakfasts, lunches, etc., through mass media); 2.) formation and maintenance of information databases and the creation of an appropriate service for the selection of social partners; 3.) information and dissemination of the experience of charity and social cooperation.
NGOs perform a number of important socio-economic functions:

Protect the interests of specific social groups and strata: professional groups and ethnic minorities, veterans and youth, consumers and businesses, religious communities and environmental movements.

These interests are lobbied in state authorities.

Implement socially meaningful activity not sold commercially.

Raise funds for similar activities;

Provide social communications: partnership, PR, advertising.

Authorities and business are extremely interested in the development of NGOs. This is because NGOs:

Create local permanent sources of financing for social projects and programs that are accumulated from various sources;

Set a system for transparent financing of socially significant activities;

Eliminate the breeding ground for "professional beggars" extorting social assistance on the one hand and corruption on the other;

Contribute to the development of local initiatives, the growth of social activity;

Facilitate business planning and implementation of sponsorship and charitable activities;

They ensure the transition from the “applicant-giver” relationship to a full-fledged social partnership.

Forms of social partnership are:

information exchanges;

Charity events;

Organizational support: payment, consulting, provision of equipment, premises;

State-public forms of self-government: round tables, commissions, councils;

Grants financed on a competitive basis;

Joint projects. .

NCOs as professional collegiate partnerships in voluntary associations, unions, creative unions, clubs, etc. create additional opportunities for social contacts, personal and group identification, self-realization, political and personal influence. Being based on relations of friendship, trust, mutual affection, they create responsible communities - less formalized and hierarchical than government or commercial structures.
NCOs in Russia can exist in the organizational and legal form of an institution, foundation, autonomous non-profit organization, non-profit partnership, association (union), state corporation, public organization, etc.
Institution. A significant part of NPOs are state institutions (culture, education, science). The peculiarity of the institution is that it is not the owner of its property and owns it on the basis of the right of operational management. The owner of the property is the founder (state, trade unions, etc.), who controls the safety of the property transferred to the institution. The institution does not have the right to perform any operations with this property without the consent of the owner. The founder, in turn, is obliged to fully or partially finance the activities of the institution (state cultural institutions are financed from the relevant budgets). In addition, the founder bears subsidiary liability for the debts of the institution (in case of non-payment of debts, creditors have the right to present invoices to the founder of the institution).
Fund. The Fund may be established by individuals and legal entities on the basis of voluntary property contributions for non-commercial purposes. Unlike an institution that owns property on the basis of operational management rights and is not fully responsible for its debts, a fund is the owner of its property and is fully responsible for its obligations. The Fund has the right to actively engage in entrepreneurial activities and in most cases acts as a financial institution (places funds on the accounts of banks, insurance companies, in securities). The obligatory governing body of the fund is the Board of Trustees, which oversees the activities of the fund, spending financial resources.
Autonomous non-profit organization. An autonomous NPO is created in the same way as a foundation, by individuals and legal entities on the basis of voluntary property contributions. However, an autonomous NPO specializes exclusively in providing services in the field of education, culture, science, etc. An autonomous NPO can provide both non-commercial and entrepreneurial services, which in practice are sometimes difficult to distinguish.
Non-commercial partnership. A non-profit partnership is created by individuals and legal entities to assist its members in activities aimed at achieving public benefits. The financial base of a non-profit partnership is the initial contributions of the founders, regular membership fees and income from entrepreneurial activities. In return for membership fees, members are entitled to use the services of a non-profit partnership.
Association (union). Associations (unions) are associations of legal entities, both commercial and non-commercial. Commercial organizations create such associations to coordinate their business activities, as well as to represent and protect common property interests. Non-profit organizations may establish associations (unions) also for the protection of common property interests and various non-profit purposes. The property of the association is formed from the contributions of the founders and regular membership fees.
etc.................

Fundraising is understood as an activity that is aimed at attracting and accumulating funds from various sources. Fundraising is a specially organized process of collecting donations for charitable organizations or to provide social programs. This activity can be considered as creativity, because among the huge number of projects one has to choose the most significant ones, therefore, the more original the appeal for help, the greater the chances of receiving material support.

There are the following main types of fundraising.

Project fundraising has the task of raising funds for the implementation of a specific project. This type of fundraising is the most convenient for an NPO or cultural organization and for the sponsor. This can be explained by the presence of clear goals for the use of funds, low fundraising costs, as well as commercial benefits from project financing.

Operational fundraising involves raising funds to cover current expenses. This is a less effective form of raising funds, since they do not have a targeted purpose and are accumulated in the current budget of the organization. The money can be used to pay salaries, cover utility and material expenses, as a result of which the interest of investors in such financing is reduced.

Fundraising is practiced mainly by non-profit organizations that are interested in donors, sponsors and philanthropists. Such financial cooperation between the non-profit sector and business is widespread in solving problems in the social sphere, science, education, and culture.

Fundraising in the social sphere is aimed at helping vulnerable groups of the population, the poor, pensioners, veterans, etc. This is the most traditional area sponsorship, which is carried out most often by the relevant public and state organizations and funds that have legal, financial and economic benefits.

Fundraising in science opens up the possibility for a company to enter the environment for the development of new technologies and promising theories. The firm increases its chances of being ahead of competitors in scientific and technological progress. In addition, good contacts are established with qualified experts in various fields.

Fundraising in education addresses primary, secondary and high school. For sponsors, this area has its own attractive features. An image of caring for the younger generation is being created, contacts are being established with young promising specialists.

Fundraising in culture is aimed at supporting the visual and musical arts, literature, theater, cinema, museums, libraries. Businessmen are attracted to this area not only by the wide opportunities for advertising, but also by the formation of the company's reputation in cultural environment, which gives the maximum "output to society". For foreign sponsors, this is a great way to break into international market, thereby showing their interest in the culture of this country. In this way, human values and creativity are supported.

Sponsors are also attracted by such areas as healthcare, medicine, and ecology. These areas are currently human activity are experiencing an economic and social boom, they are given special importance by the state and society.

Recently, specially trained people, fundraising managers, or even entire fundraising agencies on a contractual basis are involved in the fundraising campaign. In order to attract sufficient funds to solve the set tasks, fundraising specialists - fundraisers - establish many contacts, conduct numerous conversations.

Fundraising technology should be based on the overall strategy of the particular firm that the fundraiser is approaching.

The stages of fundraising are approximately the following:

1. Planning - development of a meaningful program, determination of costs, selection of types of fundraising;

2. Implementation - the choice of methods of implementation, the establishment of responsibility for implementation, the allocation of funds;

3. Monitoring the progress of fundraising, adjusting plans taking into account the changes that have occurred;

4. Analysis - evaluation of results, determination of effectiveness.

Fundraising is widely practiced for the preparation and holding of special events such as balls, parties, competitions, marathons, auctions, presentations, conferences, dinners. During their preparation and implementation, the attention of potential donors is attracted and the necessary funds are collected at the same time. During such an event, it is important to mark each of the guests who arrived, if necessary, to distinguish a specific guest from the rest of the public.

In conclusion, it should be noted that fundraising is not begging for money, but a planned work that is aimed at obtaining donations made consciously. The essence of fundraising is the establishment of partnerships, the transition to a strategy of cooperation with people and organizations that can provide material support.

volunteer movement“ ” offers a series copyright publications “ “. We give answers to different questions about volunteering. You can trust our answers! Experienced volunteers working today, coordinators of volunteer groups, specialists and experts share their knowledge, thoughts and experience.

Portal Mercy-ru published the article “The ABC of Fundraising” (part, part, part) about fundraising for NGOs. The author is Tatyana Tulchinskaya. The articles were prepared for publication by the head of the Volunteer Movement "" Yuri Belanovsky.

The ABC of Fundraising

The basics of the art of raising funds for charity are revealed by Tatyana TULCHINSKAYA, member of the Board of the All Together charity meeting, coordinator working group on the creation of the Russian Association of Fundraisers.

Basic concepts

Fundraising is the work of attracting funds from citizens, businesses or the state to the non-profit sector, including charity.

The division of donors into donors and sponsors is very important.

A donor is an individual or organization that makes donations or grants. Charitable foundations, banks, large companies act as donors most often. Synonyms - philanthropist, donor.

Sponsor - an individual or organization that finances an event or organization, both to support and to advertise their own activities.

In no case should they be used as synonyms.

Fundraiser's tasks

The fundraiser's task in relation to his organization is to raise funds in accordance with the request. Donor tasks are not only about asking for money and providing a report. A donor is a partner of an NGO, one who should feel included and involved. It is important that the donor feels comfortable, so that there is no tension. He must donate voluntarily. It is important to strive for long-term relationships.

On the part of the NPO management, it is very important to formulate the task to the fundraiser as substantively as possible. What is he looking for money for and how is the budget of the organization arranged? From what sources is the money already coming and how is it distributed?

The fundraiser's job is to get into the donor motivation matrix. It is good to initially know something about the people (organizations) with whom he communicates. Of course, if we are talking about charity events or fundraisers, this knowledge is impossible. But if we are talking about a specific donor (organization), it would be good to have preliminary information about them before reaching direct contact.

The main question facing the fundraiser is a strategic one: how to make the donor not only help one-time, but also help further? Among other things, it is necessary to keep the “donor base” in a “warm state”, that is, to inform donors about what is happening, congratulate them on holidays, invite them to significant events, respond to requests for a meeting, etc. A donor is not a friend to a fundraiser, but a partner. As a result of communication and collaboration, the donor should understand the value of his own contribution. He must feel that the work is being done with him. The result of the negotiations is not only in the signed contract or the money transferred, but above all in the fact that the donor feels and understands his involvement.

Ideally, the donor should say about your foundation: "this is my foundation." Not in the sense that he owns it, but in the way people say: "my bank." That is, they trust the bank, they are served in it. The same goes for the foundation: “this is the foundation to which I donate.”

The donor has no direct task to part with the money. They don't wait for someone to ask them. Can't be manipulated. The donation must be voluntary. Wherein practical task a fundraiser so that people part with money “comfortably”. Relatively speaking, "in one click".

It is not entirely correct to talk about some kind of universal algorithm for raising funds. Rather, we should talk about a fundraising strategy. Each NGO has its own.

It is very important to start by breaking down the budget line by line and understanding which line items we want to cover with which fees. Money for salaries cannot be obtained, for example, from boxes. Each internal sub-theme is developed separately. If, say, money goes to medicines and salaries, then these are two branches of fundraising. It is important to work through all the options: write applications for grants for something, collect on the website for something, collect in boxes for something.

Any project must be written down, substantiated, explained. Relying only on emotions is bad. It is clear that it is easier to collect for direct targeted assistance than for program activities, but this is what a competent presentation is for.

Address requests or programs?

Targeted collection - raising funds for the sake of something very understandable, raising money to help a specific person. For the most part, this is a collection of money for sick or dying people (children) for treatment or medicine. Everything is quite simple here - the name of the person in need is known, there is his photo and copies medical documents. The diagnosis is clear, it is clear what treatment or drugs are needed. Known prices. The donor sees all this, and he has a clear understanding of what his money is going for and what the result will be.

Any topic aimed at saving lives, for treatment is effective for fundraising in Russia. Of course, different sub-directions have different popularity. For example, raising money for heart surgery for a three-year-old girl is an order of magnitude easier than raising money for a pacemaker for a 40-year-old man.

From the point of view of popularity with donors, children's oncology and heart disease are win-win in any context. Improving the quality of life and helping the dying is of course less popular.

It is easy to make an emotional message: "the child is dying - give me money." But the fundraiser must keep the prospects in mind and try to "educate" donors (so to speak). There are people who are ready to donate not only for a specific child, but also to form a kind of stabilization fund to support sick children, if suddenly there are no current fees or money is needed urgently.

The fundrider ideally not only asks and explains, but also promotes and “educates” the donor. In particular, he convinces that there are also unpopular, but necessary types of assistance. We see examples of how once unpopular topics have become significant. For example, work with the elderly is a great merit of the Old Age for Joy Foundation. Or children who cannot be cured (here we are talking about improving the quality of life, about supporting families). They are successfully dealt with by the Galchonok Foundation, which was actually created according to the will of Galina Chalikova.

Program (project) activity. This is the organization and development of social services, taking into account overhead costs, salaries of administrative employees and involved specialists. Many funds have programs for which it is necessary to raise funds. For example, a program for the rehabilitation of the disabled, a program for the social adaptation of orphans, a program for organizing regular volunteer assistance in a hospital, etc. By the way, any foundation and any NGO, in fact, is big project requiring funding for their professional activities.

In the case of program funding, a lot depends on the topic, the context and the economic situation in the country. For now, support for program activities is enough new story For Russia. Although, we already see the development of social non-commercial services (services) aimed at improving the quality of life. More and more people understand the importance and prospects of such.

Raising funds for program activities is a strategic and long-term work. You have to prepare for it, you should not count on quick result. But it is this direction that will help cover the basic operating costs of NGOs.

Fundraising for programs is highly dependent on the overall economic context. Often donors say: we will give for treatment and saving lives, but for programs and development - this is after the crisis. And here little depends on the fund and the fundraiser.

Types of donors and how to work with each of them

What NGOs Can and Cannot Give different types donors, says Tatyana TULCHINSKAYA, member of the Board of the All Together charity meeting, coordinator of the working group on the creation of the Russian Association of Fundraisers.

Sources of attracting resources can be divided in different ways. For example, state and non-state, legal entities(companies, funds, government bodies) and physical (private) persons.

State

The state does not engage in direct charity; ideally, it should, first of all, create a favorable legislative background (which it does poorly today) for the development of this very charity and support infrastructure projects. The state has many of its social obligations, and it would be a great help if it simply fulfilled them. The share of direct financial state aid in relation to NPOs is low and should not be high. Otherwise, it puts NGOs on the hook for money and seeks through them to solve their problems, sometimes even political ones, which have no direct relation to the social sphere. This is what we see in the example of near-state NGOs.

Straight financial aid from the state can be carried out in the form of subsidies and grants.

The task of the fundraiser is to follow what is happening, to be in the know public policy and strategies towards social areas. Monitor competitions for grants and subsidies, choosing the right ones for your foundation. And, as a result, prepare and submit competent applications for competitions.

Big business

This audience can be described as: systems approach". Big business has a clear understanding of what it wants from social programs. Corporations have documents that define and regulate this area. Social program offered by the fundraiser of a company should be tied to the theme chosen by this company as part of its corporate social responsibility.

Corporations need a partner, they work only on programs, and large ones. Many in large companies have realized that if you create a social project yourself, it will turn out to be inefficient and weak. Money isn't everything. Experience, a team, specialists and even more passion for a particular topic can not always be acquired. Yes, companies can pay for treatment or buy equipment, but they themselves can set up a children's camp and build a quality rehabilitation center they cannot, simply because such activities are not a function of the business. Big business can create conditions - provide money and resources. As a partner, big business usually chooses well-known NGOs.

You need to know that in Russia this “fundraising market” is already largely divided to a certain extent. Breaking into a large company is hard! But it is possible.

In this case, the fundraiser's task is not only to raise funds once, but, first of all, to conclude a long-term contract. The goal is partnership in the implementation of the program. The result is not so much money “falling” into the account of NGOs, as complicated and expensive work. It takes a lot of effort to launch such a project. Firstly, to conduct complex negotiations and prepare a well-thought-out and justified project. Secondly, you will have to wait a long time until all the approvals are passed. Large companies are rather high pyramids.

Medium and small business

Interacting with this audience is easier than with large businesses. Companies and firms of medium and small levels rarely support "programs", as a rule, they give money for "cases" - small projects with a clear end and result. There is less money in this area, but access to it is easier. If the first person (the one who makes decisions) is within your reach, everything can be resolved in a single negotiation. Current issues are resolved by phone. In this direction, everything depends on the owner of the company or on the person in the company who makes decisions. If a person, for some reason, has fallen for stray dogs, then he may well make a sole decision to help the relevant organizations. It can support an entire animal shelter, or it can be limited to buying food.

The fundraiser's job here is to reach the decision maker and correctly present the project or request to him. It almost all depends on the existing personal relationships. To work with medium and small business it is important to understand the motivation of those who make decisions.

Large private funds

Rich people often invest their personal money in non-profit projects. This money is sometimes comparable in size to corporate investments, and sometimes even exceeds them. For example, charitable foundation V. Potanin, Dmitry Zimin Dynasty Foundation. Such funds support those who want. It can be fundamental science, historical monuments, charity, sports, etc. It is clear that the areas of support are formalized by the charter, programs, regulations, but in any case, this is based on the personal decision of the owner of the fund. These funds can also be used as resources for charity. There are funds that implement their own programs (Victoria, Meta). There are those that are tailored to support the best practices (Vladimir Smirnov Public Foundation). Based on competitions and applications, they give grants to those organizations that work well. Own social projects these funds may, however, not be sold.

Individuals

When we talk about private donors, we must understand that it is psychologically easier for a person to make a decision and act if he understands that the result will be specific, measurable and fast. Therefore, heart surgeries are so popular - they inserted a valve, and you're done - a healthy person. There is a category of donors who understand this peculiarity of theirs, but cannot do anything with themselves. Sometimes they almost ask for permission: they say we understand that others need it and that the employees of your organization need a salary (they need to eat something), but can you still give money specifically for medicines for a sick child?

Ordinary donors (and indeed all donors) want to see and feel the result. Few people are inclined to strategic thinking in general, and even more so in those areas where people are not specialists. As a rule, a person turns on for 2 minutes, transfers money and does other things.

For this audience, everything depends on the topic that is dear to a person and on personal motivation. The matrix of motivations is huge. From a sincere desire to help someone, to make life better, to "getting an indulgence." It is important for a fundraiser to understand what drives a person, what he wants, and to give him what he wants. Someone first of all needs gratitude, someone needs a clear result, someone needs a feeling that he is good. It may even be: “the presence of orphans in this country offends me as a citizen” or “it hurts me to watch a person suffer.”

Determining for interaction is not only the topic and getting into motivation, but also the opportunity to give what he wants. It is important for a fundraiser to work with a donor personally!

All private donors, as well as all donors in general, have their limits of flexibility. Sometimes a person is attached to a topic, say, to orphans. It is clear that within the framework of this, you can work with him and start a partnership with paying for ice cream for children. But in a year, a person can mature to pay an organization's accountant or support a project. And there are people who will never go further than ice cream. A fundraiser needs flair and experience to work well with everyone. Adding up the whole picture, that is, covering all the needs of the fund, is possible only with the help of different donors.

Fundraising: fundraising methods

Tatyana TULCHINSKAYA, member of the Board of the All Together charity meeting, continues talking about the basics of fundraising in charity.

There are a great many technologies for fundraising, but there is, of course, a certain basic list. Something like this:

Collection via the Internet

Its effectiveness depends on the popularity of the site (traffic), the audience, the time of year and the economic state of the country. If you need money regularly and all the time for the same need, for example, for renting a room, then collecting through the site is most likely not suitable, unless your site has a huge traffic. Raising funds on the site is more convenient for "address fees". However, in the event that the need for funds is urgent, it is better not to limit yourself to collecting on the Internet, but to use all the possibilities. you can never be sure how long it will take to collect the right amount.

The more targeted the collection on the site, the better. Emotions work here, the simplicity of ways to donate (for sites it is very simple) and the purity of reports. Successful NGOs have shown the effectiveness of this method. If the site traffic is sufficient, you can collect millions of rubles.

Of course, the direction (topic) of the NPO's work strongly influences the collections on the sites. The more emotional and specific the request, the more money will be collected. Much depends on the way information is presented. Website reporting is very important. If an NPO is not ready to seriously and regularly post reports on the funds raised and spending reports, then you should not even think about collecting through the site. A perfect example is the website of the Podari Zhizn Foundation. There are also news and reports.

And, of course, when we talk about fees via the Internet, we mean not only websites, but also social media. It is important.

Promotions, events

We are talking about bright events: fairs (purchases and donations), marathons (entry fees and donations from spectators), auctions (purchases of lots), exhibitions (admission fee, internal auction, donations), balls (entrance fee, internal auction, donations ), festivals (participation fees and audience donations), etc. The event should be original and attractive, by no means banal!

In terms of fundraising, shares are a one-time impulse fundraising. But promotions also have indirect bonuses: drawing attention to the problem, PR, sometimes, in some cases, even team building. Then, even with a minimal fundraising, the effect of the action, in the end, turns out to be positive.

As a rule, the fees from the action do not exceed hundreds of thousands of rubles, and if the organization is a start-up - tens of thousands.

It must be understood that both employees and friends of NGOs must invest in the action with deeds and resources, then the action will be profitable. If the cost of preparation lies entirely with NGOs, then it is very difficult to make the action profitable, so it is important to learn how to attract free resources (room, light, sound, presenters, etc.). And you always need to look at the efficiency. In a small organization, an action can paralyze the work of employees for a couple of months. It would be nice to have a separate equity specialist on staff, but this is an ideal situation, not all NPOs can do it.

Most NPOs cannot live solely on equity funds. However, organizations are known that have experience and resources, they organize one or two events a year and collect several million rubles for a year of life. But shares of this level are a huge work for both employees and founders.

Donation boxes

Do not overestimate this topic. Of course, the boxes raise money. But it's still not such a big amount. Boxes are definitely a supportive resource. Not very big money is thrown into the boxes, they are thrown by those who do not need change. In addition, this is mostly a theme of cities and shopping centers. Crates cannot be the main source of funds.

The boxes are difficult to maintain: contracts, security, withdrawal of money, collection. Efficiency strongly depends on the point where the boxes are. If the fund has a friend - the owner trading network, of course it is necessary to put the boxes without hesitation! But you can also “kill yourself” for the sake of the boxes, while receiving a small response.

You should not use the boxes to collect money for specific requests - the treatment of a child, etc., if they are somewhere on a permanent basis. Exceptions are short-term stocks. If the box stays in one place for a long time, then money is collected slowly. And almost always the information on the box, if it is addressed, will become outdated and not correspond to reality. If the box calls for a collection for a specific child, then there is, for example, the possibility that someone can check via the Internet how things are going with this case on the site and convict the NPO that the collection has already been closed. Most often, this is not a deliberate fraud, but rather the inability to provide up-to-date information on time, but the reputation of an NGO can be irretrievably damaged. Therefore, it is more correct to provide information about programs for long-term collections.

Grants and subsidies

They provide long-term support for programs or projects (from several months to several years), including salaries. In this topic, the main thing is a correctly drafted application. But you need to understand that the application is not even half the battle. The project (program) must then be implemented in accordance with the plan, and a report must be provided to the granting organization.

A project manager is needed to implement the program and prepare reports. You should not think that a more or less serious grant can be mastered in your free time from your main job.

One of the difficulties is that grants are rare for the basic ongoing activities of NGOs. Every year, the topics for which grant competitions are announced change, and sometimes they change dramatically. Therefore, NGOs often have to tailor their projects to the topics of the grants.

The actual size of grant financial support for programs ranges from hundreds of thousands to several million rubles a year.

It must be admitted that in Russia far from everything depends on the quality of the application (although this is not a reason to make them anyhow). A lot depends on who distributes the grants. The main drawback of some (of course, not all) grant-giving organizations is the closed voting procedure and the unknown evaluation criteria. Therefore, too much depends on the human factor. But, again, the fundraiser must, in any case, prepare the application with the highest quality.

What, if to speak very briefly, characterizes a quality application? First of all, everything should be clear: the urgency of the problem, goals, objectives, execution procedure, the experience of the organization in this direction, its own financial contribution to the budget (at least 1/4).

Crowdfunding

Crowdfunding is public funding through special sites - crowdfunding platforms. This fundraiser is suitable for a variety of purposes. In essence, crowdfunding is a collection of private donations of various sizes. A similar method is also suitable for those who do not have the opportunity to have their own website to raise money, there is no way to raise the necessary amount on their own, and for quite experienced NGOs represented on the Internet as an additional resource.

The authors of the project post information on the crowdfunding site and, to the best of their ability, invite their friends to visit the page and donate. The key effort of the author is to popularize the page of his project on the platform. The site-platform itself, due to the large number of such applications, the large number of popularizers and promotion on the Internet, has sufficient attendance for the placed applications to raise money.

As a rule, one-time needs are published on such resources. Often we are talking about tens, a maximum of a hundred or two thousand rubles.

For those who want to use crowdfunding sites, everything depends, firstly, on a well-presented project: the specificity of the request, the validity, the clarity of the result, the emotional presentation, the targeting. The more targeted the collection, the better. And secondly, in popularizing the page of your project on the platform.

Work with specific donors (individuals and legal entities)

As already mentioned, donors are different. With their help, with appropriate negotiation, you can cover any expenses of the charitable organization. It all depends on the fundraiser and justification of the costs.

In fact, everything depends on several factors: the ability to reach a donor, the authority of a particular NGO, the quality of negotiations, getting into motivation and clear reports. In relations with specific donors, only personal meetings work. Initially, you will have to bypass many, but if trust has arisen between the donor and the representative of the organization, then this is the key to long-term relationships in the future.

Private donation programs in companies

Some companies are not ready to become NGO partners by investing their own funds, but are ready to forward the NGO's request to their employees. After the negotiations, the management notifies employees through their internal channels either about the ongoing action or about the opening of the opportunity to regularly donate by transferring a percentage of the salary through a special accounting software. Reports on the activities of NPOs are sent to employees, again, through the company's internal communication channels.

This story is somewhat similar to the theme of working with private donors. In any case, it is necessary to interest both management and employees. It happens that the company itself invests in this topic, and, for example, doubles the funds raised by employees. It happens that it gives the topic to chance. NCO-newbies, perhaps, such fundraising is not very accessible because, in order to serious company I wanted to take you as a partner, authority and experience are very important.

Lecture Fundraising in social work

Fundraising, Sometimes fundraising(from English Fundraising) - the process of raising funds and other resources (human, material, informational, etc.) that the organization cannot provide on its own and which are necessary for the implementation of a particular project or its activities as a whole.

Essence

The issue of attracting investments is comprehensive: everyone needs financial resources: some to do a good deed, others to increase the volume of the already existing money supply, and still others to give impetus to the development of the organization at the very beginning of its activities.

Most Russian non-profit organizations live by the principle: "What fell from the sky is mine", i.e. do not engage in regular and thoughtful fundraising. As a result, they either don't have enough money or don't have it at all.

In many Western European countries, and especially in the USA, money and charity are taken very seriously. Even before the end of thinking about the essence and details of the project, they begin to collect money for it. This is explained, among other things, by the fact that in these countries the state has never financed the entire social sphere. A significant part of the problems were solved only by charitable organizations, which could financially rely only on themselves, on their ability to attract a sponsor, organize work, and achieve a good reputation. In Russia, very often the thought of where to get the money for a project comes last. We are not used to thinking about money, we are used to receiving it from the state.

At its core, fundraising is not much different from finding investors. The differences lie in the fact that investors are usually sought for commercial projects, "seriously and for a long time", to create fixed assets, when the return on investment is expected after a rather long time. The goal of an investor is to make a profit. Fundraising is usually associated with the search for funds for non-commercial projects that, in principle, cannot be implemented commercially and when there is a shortage of working capital for the implementation of projects and programs - not for the creation of fixed assets, but for activities.

Tasks

The main objectives of fundraising will be:

fundraising;

acquisition of new partners and friends of the organization;

the opportunity to openly declare yourself and inform about your goals.

Kinds

Fundraising can be "internal" and "external" according to the method of implementation.

Internal fundraising- this is when the organization's employees independently develop and implement the search for funding.

External Fundraising d - this is a search for funding, carried out through the involvement of professional fundraising consultants. In this case, this role can be played by both independent experts and specialized fundraising firms.

Methods

Telefundraising (telefundraising) - appeal to potential donors and philanthropists by phone and fax.

Mail fundraising is an appeal to potential donors and philanthropists by mail.

Individual fundraising (individual fundraising) - a personal appeal to donors and philanthropists in a personal conversation.

Solo fundraising is the acquisition of support.

Event fundraising (events fundraising) - holding various events (auctions, exhibitions, lotteries, presentations, dinners, etc.)

Possible sources of attracting resources

Companies;

Private individuals;

State bodies.

All of these sources can act as:

financial sponsor;

Sponsor on a barter basis;

Investor;

granting organization;

Patron;

The difference between donors, patrons and sponsors

The difference between donors, patrons and sponsors is as follows:

Donors are organizations whose mission provides for the provision of non-refundable financial and technical assistance on a competitive basis.

Patronage is the charitable assistance of individuals on a voluntary, irrevocable basis.

Sponsorship is a specific assistance to legal entities and individuals on certain conditions.

All entities that can act as a source of attracting resources can be called "partners".

Fundraising strategy

Important aspects of a fundraising strategy are as follows:

Writing a business plan for the project.

Writing a sponsorship proposal.

clear definition target audience project to further identify potential sponsors.

Establishing relationships with partners that satisfy the interests of both parties.

Proper closing of the project (includes working with partners after the end of the project to create the possibility of further long-term cooperation).

Sponsorship

An important aspect of compiling a sponsorship proposal is the allocation of certain sponsorship packages with different cooperation conditions and privileges - for the general sponsor, exclusive sponsor, media sponsor, etc. The cost of a sponsorship package can reach several million euros depending on the scale of the project, geography and target audience.

Fundraising in the CIS

In the CIS, fundraising as a term is not widespread. In most cases, this concept is associated with philanthropy and social projects, but it is important to understand that in addition to this, attracting resources for commercial projects, finding a financial sponsor, a sponsor on a barter basis, an investor is also fundraising.

Media Digest - Fundraising

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IA "Komiinform" www.kominform.ru

04.05.2009 | Over 980 million rubles were attracted to the accounts of private clients in branches of Sberbank of Russia in Komi in three months of this year

In Komi, since the beginning of this year, more than 980 million rubles have been attracted to the accounts of private deposits of the Savings Bank of Russia. Elena Panchenko, Head of the Department of Deposits and Settlements of the Population, told reporters about this at a briefing. "Even in modern heavy economic conditions Sberbank is revising the line of deposits in order to optimize it and maximize income for the bank's clients," said Elena Panchenko.