CHAPTER 13 | FUNDRAISING

All fundraising can be boiled down to three basic strategies. If your organization deliberately considers and practices these three strategies in all of its fundraising endeavors, it will be successful.

1. Acquisition
Acquisition strategies are focused on securing new donors to an organization. This could be anything from acquiring a direct mail list to attendees at an event to someone you meet at a cocktail party. Acquisition is the most expensive of the three strategies: It is far easier and more cost-effective for an organization to keep its existing donors than to find new ones.

2. Retention
Retention strategies are focused on keeping current donors to an organization. This is arguably the most important of the three strategies. Keeping your donors happy means that you know who they are and why they give. It also means that they feel appreciated and invested in your organization—and that their money makes a difference. Retention correlates strongly with an organization’s ability to acknowledge, recognize and steward its donors.

3. Upgrade
Upgrade strategies are focused on renewing current donors at a higher level of giving. This is the finesse of fundraising: knowing your donors well enough and building strong enough relationships that they not only want to continue to give, they want to give more. Upgrading a donor requires that an organization enhance the donor’s sense of engagement and investment in the organization, achieved most effectively via strong acknowledgment, recognition and stewardship programs.
Upgrading also requires that you ask for more. No ask, no upgrade.

SPONSOR DOCUMENTS

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ACE TOP 10 REASONS

Please note: This document highlights the Top 10 Reasons to sponsor the ACE Mentor Program.

AFFILIATE SPONSOR CERTIFICATE

Please note: This is an EXAMPLE of Affiliate Sponsor Certificate. Affiliates will need to adapt this document to their particular circumstances.

NATIONAL SPONSOR CERTIFICATE

Please note: This is an EXAMPLE of the National Sponsor Certificate and contains the signature of the ACE President.

FUNDRAISING TOOLKITS

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- GIANT JENGA EVENT TOOLKIT

- GRANT WRITING: BEST PRACTICES MANUAL | ACE Austin, TX