Fundraising

Fundraising ( English), fund raising and fund-raising is the systematic analysis, planning, implementation and control of all activities of a tax-exempt organization, aimed at all necessary for the fulfillment of the statute purpose resources (money, property and services) by a consistent to raise attention to the needs of resource providers ( individuals, businesses, foundations and public institutions ) at the lowest possible cost. The author of the manual Fundraising emphasizes the need for material resources, rights, information, labor and services, the focus is mainly on the procurement of funds for charitable organizations.

• 7.1 Fundraising General
• 7.2 Newsletters and Magazines

For the term " fundraising "

Although the etymological roots of the term on the raising of capital ( engl. fund - capital, to raise - raise ) point, it goes to the fund-raising not only the procurement of ( donation ) money. Rather fundraising attempts to procure all the resources required by an organization to fulfill its charitable purpose statutes. In addition to cash benefits can, ( for example, a donation in the form of a vehicle) or services ( for example, a time donation in the form of volunteer work ) can also be kind. Accordingly, a translation of the anglicism " Fundraising " with the German term " fundraising " permissible if all required resources are understood to be "medium".

A translation of the fundraising concept with " fundraising " also takes so short because it suggests that there only is a promotional or communicative task with fundraising. However, fundraising is a comprehensive marketing task. All fundraising activities are systematically analyzed, planned, implemented and monitored. In the marketing system, the fundraising is classified as a " procurement marketing " a non-profit organization. Just as a reduction of marketing to advertising is not permitted, even Fundraising can not be reduced to fundraising. A more common translation represents the concept of donations marketing, but also this term is not to be equated with no problems with the concept of fundraising.

Are the resources required by a tax-exempt non-profit organization raised at a company that is taxation matters, whether the company's money, property or services as part of its Corporate Social Responsibility ( CSR) selflessly as a donation or as part of the sponsorship in expectation of return provides. Under certain conditions ( see sponsorship adoption ), this means for the receiving organization that it leaves the area of ​​taxation of non-profit and (knowing sometimes without this or want ) enters the realm of commercial activity. This may mean that the funds raised resources are taxed. The conceptual distinction between donation and sponsorship is required under tax law point of view, since both can draw a very different tax treatment by itself. By definition both part of the fundraising.

Methods of fundraising

When fund raising four donors markets are addressed: individuals, businesses, foundations and government agencies for public subsidies. The methodological approach of these donors is similar to markets in private rather the subscription sales of newspapers and magazines, with institutional donors rather the business-to -business sales of a for-profit organization.

• Strategic and operational planning of fundraising
• Identification: investigation of possible donors and patrons (used mainly in the search for big donors)
• Contact via telephone work, visit and invitations to events
• Personal relationship work, common to leisure, business friendship
• Long-term commitment from donors, donor relationship management ( DRM)
• Sponsorship fundraising
• Relationship Fundraising: segmentation into different donor audiences and initiation of appropriate binding measures ( relationship building )
• Inheritance Marketing
• Business collaborations
• Charity Shopping: Positioning on online platforms where sellers pay a portion of the purchase price to a charitable organization and the respective buyer determines which NGOs should be encouraged.
• Money circulation Marketing
• Controlling: Evaluation and analysis of all current and past fundraising activities
• Donations Fundraising: NGOs receive donations in the form of certain material goods, by reselling a monetary profit is earned

Communication tools fundraising

The acquisition means can be operated with the help and support of different communication channels. The choice of a channel depends on the target group of fund raising and a cost / benefit analysis.

• Personal contact (already initiated consisting or goal-oriented )
• Mailing ( cold mailings, mailings to donors bond, reactivation mailings, upgrading mailings )
• Roads and residential door collection
• State actions
• Event Marketing ( event for communication purposes )
• Mass media (press, radio, television )
• Internet (e-mail, websites, blogs )
• Telephone fundraising
• Mobile Marketing ( Mobile )
• SMS donation

Fundraising on the Internet

Online fundraising has several advantages over traditional methods. About the Internet Donations can be triggered directly (via debit or credit card ). Even small donations can still be accomplished by the use of micropayment systems profitably. Non -profit organizations also hope to reach younger audiences through the internet that are so far only poorly developed. Experiences seem to show that online, on average, larger amounts will be donated as offline, overall, the Internet brings only a small part of the total donations. Larger organizations with donations over one million euros expected nowadays up to five percent of the total donations redeem online, in time closely confined area of added multimedia natural disaster humanitarian aid organizations a share of up to 20 percent of the donations a realistic target.

For the donations business in the Internet next to traditional approaches such as newsletters and websites with donation form, new forms have emerged: In 2004, donate prepare online communities have, for example, in the American presidential election campaign of the year formed and volunteers have in their circle of friends and acquaintances online money for the campaign collected. The necessary online tools had provided the campaigns in their volunteering portals. In addition to newsletters and online communities, especially the fundraising is through search engines to name ( search engine marketing / search engine optimization). About "Google Grants" it is non-profit recognized organizations that have been approved for the program, possible free ads (Google Adwords) to switch to the list of search results from Google and here on specifically solicit online donations.

Social Media sites like Facebook and StudiVZ can also be used for fundraising purposes by applications for direct online or SMS donation in the news channels are implemented. A quantitative investigation into the activities of 65 German non-profit organizations in the social web in October 2010, showed that comprehensive social media strategies still the exception. In addition to Facebook to Youtube showed as the most popular platform for social distribution, approximately 85 % of the organizations surveyed were active here. The number of published articles imagine total out to be relatively low. Networking opportunities within the social media were hardly used. Only 10% of non-profit fundraising tools integrated into their Web 2.0 presence.

Fundraising with the phone

Many mobile operators in Germany, Austria and Switzerland offer micropayment options on the phone. A donation SMS is a text message that is provided by the donor with an organization-specific password and sent to a short code number. Subsequently, the debiting of the amount of money from the mobile account or the prepaid balance is done.

Fundraising for smaller and regionally operating non-profit organizations

For local initiatives and projects, especially the regional fundraising market is relevant. You see yourself in the municipalities often faced with high unemployment and limited financial resources. In regional terms but is also the opportunity for small non-profit organizations ( NPOs). Donors - whether giving private person or company - opt for a more compelling project for a regional commitment. NPOs should also take advantage of the potential created by a local promotion. Civic engagement and fundraising must go at regional and local levels go hand in hand. Initiatives and projects should use the fundraising to also regionally to garner support for their concerns. Meanwhile, there are also royalty-free software solutions for professional donor and donor support charitable NPOs as open source, such as CiviCRM.

Spendensiegel and transparency arrangements

To strengthen the confidence of donors, organizations join together to donate auditing associations, these are for example the German Central Institute for Social Issues, the German Spendenrat, the German Evangelical Alliance, the Swiss and the Austrian ZEWO Spendengütesiegel. 2010 Transparency International has launched its own transparency initiative, the banners Civil Society Initiative.

Exchange of ideas

Since 1993 there are in Germany fundraising conferences, regular regional and technical meetings as meeting places of Fundraiser / inside in order to experience and training. The largest industry event in Europe is the International Fundraising Congress. In addition, in Germany the German Fundraising Congress, in Austria, the Austrian Fundraising Congress in Switzerland SwissFundraisingDay and conferences in different cities.

Donations

The actual amount of donations in Germany is not known. The studies ' record of helping " the Association for Consumer Research and the " German donations Monitor " from TNS found approximate values ​​between 4.7 billion euros in 2013 and 2.9 billion euros for 2011 /2012.