Author: Brownrigg, W. Grant

Publication Year: 1977

Media Type: Report

Summary:

This booklet describes in detail a practical and systematic approach to soliciting contributions from business firms. Its focus is on arts councils and it is based on the experience of the Greater Hartford Arts Council in Hartford, Connecticut.

Abstract:

This booklet describes in detail a practical and systematic approach to soliciting contributions from business firms. Its focus is on arts councils and it is based on the experience of the Greater Hartford Arts Council in Hartford, Connecticut. Although Hartford may be unique because of the high degree of corporate involvement in community affairs, the precepts and methodology outlined here can be applied to any location and any type of nonprofit fund raising.

Soliciting corporations for contributions is a selling process. Like any marketing effort, it must be directed at the potential customer - with the customer's needs, likes, and dislikes in mind. Customers must be convinced that the product presented to them is worthy of their support and will produce benefits that outweigh investments. Thus, the basic steps in developing a corporate fund raising strategy are to identify the market and its needs, to package a product that will address those needs, and to develop an approach that is both effective and efficient. The major activities in a corporate fund raising program may be divided into seven phases:

1. Market identification.
2. Product development and packaging.
3. Campaign strategy.
4. Organization.
5. Precampaign activities.
6. The campaign.
7. Postcampaign activities.

In general, these activities should be undertaken in the sequence outlined below. However, in particular circumstances changes may be required.

CONTENTS
Preface.

Introduction:
     Scheduling.

Market identification:
     The prospect list.
     Prospect evaluation.

Product development and packaging:
     Written analyses.
     Visual and written presentations.

Campaign strategy:
     Personal approach.
     Two-phase campaign.
     Publicity.

Organization:
     Structure.
     Recruitment.
     Prospect assignment.

Pre-campaign activities:
     Setting the campaign goal.
     Determining preliminary allocations.
     Developing contribution incentives.
     Distributing campaign materials.
     Holding team meetings.

The campaign:
     Major corporations campaign.
     General campaign.

Post-campaign activities.
Planning and implementation.
List of exhibits.

Arts & Intersections:

Categories: Fundraising