HOW TO FUND RAISE

Ms. Mayen Quebral

September 22, 2007
Astoria Plaza
Oritgas Center, Pasig City

(Host Intro: Ms. Mayen Quebral is a pioneer in fundraising and is the executive director of Venture for Fundraising, a company that always strives to practice what it preaches.)

John (Silva)and I go back a long way. I remember eight years ago I was in Bacolod, I was working for UNICEF, and I saw on TV, a gentleman with round eyeglasses, bowtie, and a striped shirt. He was being interviewed by Tina Monzon-Palma, and he was speaking about fundraising, something that I had already been doing for a long time. So I called a friend at 10:30 in the evening and I said “You got to watch this, you got to look for this guy, and you have got to find this guy” because we were already gearing up to set up Venture for Fundraising, an NGO that was going to help other NGOs do fundraising in a professional manner. So, that was eight years ago.

John was one of the founding board members of Venture for Fundraising, and shortly after that, we were doing a lot of trainings for a number of organizations and now seven years after the time we started Venture for Fundraising, we still see each other in the same conferences, and after all this time, I still am enamored by all of the discussion and all of the tips that he can give you, and I learned so much from his talks. So, I’m hoping I can just reinforce what it is he had told you with some more tips on how to do fundraising.

I have been introduced as the person who is going to tell you that fundraising is not about the money, it’s about friends.

Venture for Fundraising is all about teaching the joy of giving. You can keep asking but if the population is not inclined to give, or they feel that you’re begging, or they feel that there is no joy in giving, then, all your efforts will become very hard labor. So you want to teach the population, the general population, that there is joy in giving.

Venture for Fundraising is the only one of its kind in Asia, as we have been told, which is why we have been conducting trainings. John and I were together in India, where John contributed to the economy by several hundreds of dollars. So, we have been doing trainings in India, we’ve done trainings in Pakistan, I am leaving for Cambodia to do some training there, even Nepal and Mongolia. Kasi nga, there are very few organizations, in fact, there is only one in Asia that provides this service. A lot of times, the bigger organizations will need to consult organizations in the US, or the UK, or maybe Singapore, to get advice on how to raise money here in the Philippines.

So, one of the visions of Venture is to be the one-stop shop here in the Philippines. So, kung meron kayong kailangan tungkol sa fundraising, you want to do research, you want to see samples, you want to see materials, come to our office, it’s free. You can come to our office, and in fact, we’ll serve you some of the best coffee in Emerald Avenue.

Now, for this afternoon, I’m going to talk to you about some fundraising concepts to just reinforce John’s presentation. I’ll talk to you about a survey of giving that we did here in the Philippines. Saan ba nagbibigay ang mga Pinoy? Kasi mamaya wala sa radar ng Pinoy ang organization ninyo. So, it’s better to know that than harping about your cause doon sa hindi naman interesado sa inyong ginagawa. Fundraising vehicles and some samples, John spoke of letter writing already using the internet, we’ll look at other strategies as well. Sinong gagawa nito? Si You? Si I? Si Myself? Di ba? Isang tao lang naman tayo. Sometimes an organization that has more members will be able to form a team. Titingnan natin yan in this afternoon; and then I’ll leave you with some tips in the same way that John also shared his secrets.

It’s really a management process. It is finding people who share the same values as you, and then taking steps to manage that relationship. Eto siguro yung academic jargon na sinasabi ni John. Basically, and ibig sabihin nito, greet them on their birthday, greet them during Christmas, send them a nice card that talks about what has happened to your organization. The last thing you want to do is always asking for money. Susulat lang kayo kung may kailangan kayong pera, ano? Kapag nagawa ninyo yung project ninyo, go back to them and tell them “we were able to do this, you know, we’re grateful for all the help that you’ve done.” Huwag muna kayo humingi ng pera. Kasi madalas naririnig natin “naalala lang ninyo naman kami kapag kailangan ninyo ng pera.”

So, have that relationship. If we’re so focused on the money, what will happen is we will be very disappointed; but if we build friendships, we will realize na wala nga tayong pera, pero meron tayong isang bagong kaibigan. So, it’s in fact, even easier to raise money kung marami kayong kaibigan, di ba? Kung uutang kayo, kanino kayo una pupunta? Sa kaibigan ninyo, di ba? So, ganyan din po sa fundraising. Pupuntahan ninyo yung mga kakilala ninyo na at mga taong you’re already in contact with.

Fundraising involves a lot of things, I know that there are some of you na organized, naka rehistro sa SEC. Sino itong mga organizations na ito? Can you raise your hands? So, very few, can I see…para kung makita ko lang kung gising pa kayo. And then the rest, I am assuming, are informal groups, hindi kayo nakaregister sa SEC.

Now, magkakaroon ng difference when you are an organized and registered group versus yung hindi organized at registered group. There are avenues that are open to those who are registered and there are avenues that work better for those who are not registered. However, in both cases, kailangan you have the ability to build relationships. Hindi kayo masungit, yun lang iyon, di ba? Kasi masungit kayo, walang gustong kumausap sa inyo, di ba? So you cannot build relationships, whether it is in the form of a letter, whether it is in the form of a report, if your report does not show humanity, as John said, they are not going to read your reports, so be able to build relationships.

Next, communicate and prospect: who is out there? John mentioned friends of Washington Sycip, so iyon yung prospecting. Ginamit niya yung pirma ni Washington Sycip for those people na kilala si Washington Sycip. That’s the ability to prospect well. He also mentioned how to do research, because mamaya enemy pala ni Washington Sycip yung sinusulatan niya, ano? So, hindi rin maganda yon. So be able to communicate and prospect. John mentioned it, avoid the academic jargon, also make it five sentences, di ba? What you do, you know, what you need, etc. So be able to do that.

Classic example, if you find a donor, at nasa elevator kayo, di ba? Hindi ninyo alam kung ilang minuto kayo pwedeng makipagusap sa kanya, but if you have that wonderful five sentences that John had mentioned, memoryado ninyo, kahit lumabas siya ng third floor from the ground floor, you would have said your message to him already. Now, dito nagkakaroon ng difference between an organized NGO or organized organization or yung isa na informal; because in an informal setting, anong nangyayari? Volunteers kayong lahat, di ba? Meron ba kayong staff? Therefore, wala kayong binabayaran na buwis, wala rin kayong resibo, tama? O meron kayong resibo? Merong nabibiling resibo sa National Bookstore, pero hindi yan pwede kapag gumagawa tayo ng fundraising, so it’s really out of trust. Kakilala ninyo, kaibigan ninyo, magbibigay ng pera sa inyo, and it’s trusting you that that money is going to go to the project that you say you want money for.

On the other hand, kung organized ka, at saka SEC registered, at saka PCNC certified, you know, maraming certification, kinakailangn nag i-issue kayo ng resibo, kasi kung hindi kayo mag issue ng resibo, your donors are going…Globe, for example, is not going to give you money unless meron tayong legitimate transaction receipt, whether this is a memorandum of agreement, or whether this is an official receipt, kailangan niyan ng karamihan ng corporations. In fact, many organizations find that this is their difficulty kapag informal sila. Meron bang nakaencounter na ng ganoon? Ang corporation hindi kayo bibigyan kasi informal yung inyong structure? Sinong corporation po ito? So…oo…exhibit…so dahil wala kayong resibo? Oo, sorry…sino pa? Meron na bang naka experience nang ganito? Na corporation umatras sa pag donate sa inyo because you didn’t have a receipt? Meron pa bang naka experience? Or dahil wala nga kayong resibo, hindi na kayo lumalapit sa corporations? Ganoon ba iyong situation?

So, sometimes, we have to weigh the benefits of legitimizing the organization by registering sa SEC, kasi it opens the door for us. Pero, marami din akong nakikilalang mga grupo na ayaw nila yung sakit ng ulo ng SEC, bakit? Kailangan mag pa audit kayo. Kailangan meron kayong empleyado. Kailangan every year, nag sa-submit kayo ng inyong GIS, yung General Information Sheet. So, maraming rekwisitos kapag nag re-register tayo sa SEC. So, this is something each of you will have to, I guess, decide on because may limitations yung hindi kayo rehistrado pero meron din siyang advantages.

Now, in fundraising, that will determine kung sino ang pwede ninyong lapitan at sinong hindi ninyo pwedeng lapitan. If you are registered or legitimized as a Philippine non‑profit organization or not. Hindi ko naman sinasabi na kung hindi kayo rehistrado, wala nang pag-asa. I’m just saying that there are avenues that you can go into if you are in the informal sector, tapos meron din namang available resources for the formal sector.

I see a lot of you have cellphones, have cameras, no? It’s very easy yung relationship natin dyan sa mga camera na iyan. Wala kayong pera, hindi kayo makakabili ng camera. So, si Canon, o si Nokia, the corporation will produce your camera, and if you have the right amount of money, you can get the camera, right? Very simple. Para iyang Coca-Cola, kung bibili kayo ng Coca-Cola, you need to have at least 11 pesos to get one can of Coca-Cola. Kung wala kayong 11 pesos, mag attend kayo ng seminar, pwedeng libre yung Coca-Cola doon, di ba? Pero, it’s very clear yung relationships na tinatawag nating “for profit exchange.” The corporation produces goods and services in exchange for your money, kayo yung consumer, so that they will get a profit. They will continue producing Coke or the phone, no, para patuloy nilang naibibigay itong produkto sa inyo.

In your case, tawag sa atin kasi non-profit organization; kayo, nagbibigay ng serbisyo sa isang community, pero kadalasan yung community na iyon, hindi kayo pwede bayaran, right? Kung nagbibigay ba kayo ng counseling or support, sasabihin mo “excuse ma’am, before I help you with your problem, you have to pay me 100 every hour.” Merong ganoon ba sa inyo? No? Wala.

So, anong mangyayari? Kailangan natin humanap ng magbabayad nung service na iyon; and where do we find this? We find this sa tinatawag nating grants, gifts, and earned income. Pinagusapan ni John kanina yung grants. Susulat kayo ng proposal, padadala ninyo sa grant giving institution at bibigyan kayo ng pera. He mentioned he gets money from USAID, he also mentioned that he got a grant from Globe, so ito yung mga institution na nagbibigay ng grants.

Kadalasan ang grant ay malaking halaga, no? Large amounts of money, but very often also, it is restricted. USAID, for example, I am sure, John, when he asked for money, i‑specify niya how much was going to go to training, how much was going to go to airfare, how much was going to go to venue rental, etc. And at some point, during the project implementation, if he decided to change his mind about the activity, he would have to get permission from USAID before he could. So, medyo may golden handcuff ang grant, but because it gives large amounts of money, it’s still a good way for organizations to achieve what is called a medium-term financial sustainability. Hindi po siya pang long-term, medyo medium-term lang po siya.

Ang organization na umaasa, day in and day out on grants will find themselves in a situation na wala na palang magbigay sa kanila ng grant. Nagsi-alisan na yung mga grant institutions na ito, which is why we recommend two other areas, and John also spoke about them.

First is yung gifts, unrestricted money, kaibigan ninyo ang nagbigay ng small amount of money and says “I trust you, you can do whatever you want to do with it for the cause that you represent.” Walang resibo, you know, para iyang sa simbahan, no? Pagka dumaan, sister, no, yung basket. May humingi na ba, sister, ng resibo sa pari? Sa experience ninyo? Wala pa naman, di ba? Yung parang “Father, I put 500 pesos in the basket, please give me an official receipt and provide a financial report after two weeks.” Wala naman nag gaganoon, di ba? So, it’s really just out of trust, you trust in the church as an institution and you give a small amount of money as a gift. We want to have a lot of those, kasi iyan yung nagbibigay sa atin ng flexibility to spend on what we call on operating costs, so gusto natin yung gifts na iyan.

Meron din namang iba pang income or source of funds, which is called earned income. I’ll show you some examples later, no? Merong mga NGO nagbebenta; nagbebenta ng scarf, nagbebenta ng caps, nagbebenta ng kape, nagbebenta sila ng services, so that whatever money they are able to raise out of the sale of products and services, babalik ito doon sa organization at magagastos ito ng organization para sa kanilang mga programa.

So, paguusapan ko itong tatlong sources of funds with some examples as well. Ngayon, kadalasan, whether you are a formal or informal organization, hinahanap na lehitimo kayong organization. “Are you really? Baka naman ano kayo, fly-by-night? Bukas wala na kayo.” So, kailangan i-prove ninyo na legitimate organization kayo, transparent kayo at saka accountable kayo. Kumuha kayo ng 5,000 pesos, paano ninyo ginastos yung 5,000 pesos? So, it becomes important for you now to keep records of your gifts and how you spend those gifts, especially if you are an informal network, or an informal group. Kasi siyempre, dyan nagiging suspisyoso yung mga tao, so kinakailangan gawin natin yan.

Now, in the work that you do, and in many other causes, makikita natin napakaraming pwede nating lapitan. Kadalasan, when we fundraise, who do we go to? Usual suspects. Sinong usual suspects? family; sino pang usual suspects? friends; usual suspects pa? colleagues; tapos sino pa? iyong duktor natin, yung pharmaceutical company, yan ang mga usual suspects natin; when in fact there are others that we can tap. Sabi nga ni John when he was asking for resources from Ben Chan, hindi siya humingi ng pera, humingi siya ng jeans, kasi, di ba? Tapos binigyan niya yung plus, plus, plus. Inadvertise nila yung Bench na jeans.

So, in the same way, kayo rin, you can actually do something of that sort by looking at the interest of different groups of people. Kakausapin ninyo si Globe, ano ba ang interest ni Globe? What do you think ang interest ni Globe? Additional sales, ano pa kaya? subscribers, publicity, yan, di ba? Gusto yan ng Globe. What about San Miguel Beer? Beer gulpers (laughs), all right, ano pa? higher sales, at saka siguro this feeling na “huy, we’re doing something good after linasing natin yung isang baranggay, meron tayong ginagawang maganda dito sa kabila.”

So, there are a variety of reasons why people, corporations will give to you. Some will give to you kasi yung nanay nung asawa nila, nagkaroon ng similar experience, or yung isa sa kanila gusto lang talagang tumulong sa research, or wala, may sobra lang silang pera, gusto nila mamigay, at kayo ang humingi. So, there are a variety of reasons that can motivate people to give to your organization or to your cause. It’s very important for you na tatandaan ninyo hindi po ito one size fits all, di ba? Meron tayong one line na akala natin applicable sa lahat. Iba kumausap ng volunteer; in the same way, iba kumausap sa miembro; iba rin ang pagkausap natin kay Washington Sycip; iba din ang pagkausap natin kay Globe, no? So, that i-iba-ibahin natin the way we deliver our messages to the different groups of people.

So, napaka importanteng tandaan iyan, no? As you memorize your five sentences, dapat medyo naaadjust natin ito depending on who we are talking to. If we are talking to someone who has a direct experience, then dapat iba yung sentence natin medyo ng konti. In the same way kung si Smart na yung kausap natin, palitan naman natin yung Globe, sabihin natin Smart, di ba? Baka naman mali yung tagline na gagamitin natin kausap na natin si Smart. So, dapat natin tandaan iyon, it’s not a one size fits all and that’s very important.

When you find your donors, kailangan may three C’s tayo – connection, capability, at concern. Sino ba ang ayaw makakuha ng pera kay Bill Gates? Wala. Everybody wants to have a piece of Bill Gates. May connection ba tayo kay Bill Gates? Meron ba? Wala. Capable ba? Computer lang, another C, pwede rin yun. Capable ba si Bill Gates magbigay ng pera? Of course! Million, billion, billion. Concerned ba siya sa ginagawa ninyo? Maybe, possibly, optimistic talaga itong grupong ito. Kasi, kung pumunta kayo sa website ng Bill and Melinda Gates Foundation, napakaliwanag kung ano ang binibigyan nila. Education, ba? Education, but the primary is health, particularly HIV/AIDS. Meron pang isa pa – Africa. O so, kayo ba ay nasa HIV/AIDS, nasa Africa ba kayo? So, ibig sabihin, dito sa third “C,” medyo wala tayo kay Bill Gates. So, ang na fu-fullfill lang ni Bill Gates, yung pangalawang “C,” he is capable; but he has not shown an interest in the area where we are, and we do not have a connection to him. In fact, walang opisina dito and Bill and Melinda Gates Foundation.

Importante iyan because your time is finite. You have the same 24 hours I do, and you want to use the hours as wisely as you can. Yung inyong hot leads ay yung may tatlong “C.” Yung may isang “C” lang, medyo huli-huli iyan, kapag meron lang kayong extra na panahon. Yung pangalawa, yung may dalawa, medyo warm. Pero ang sisimulan natin will be those with the three “C’s” because they’re more likely to be your donors than others.

Anong binibigay nila? John talked about jeans; John talked about training; John talked about a lot of things; but they can also give you, of course gusto natin, pera; volunteer time, goods, products, asset, equipment, and everything else. Pag lumapit kayo sa kanila, do your research; nagbibigay ba talaga sila ng pera? Kasi, hindi naman talaga lahat ng kumpanya nagbibigay ng pera. Some will give you medicines, others will give you maybe use of their conference room. Isipin ninyo what else you could ask them aside from money.

Why do they give? Because they share your values, they share your mission, your goals, etc. Alamin natin iyon; check their website. Kung nabanggit sila about research, etc., use those as you propose to them also.

Finally, they get a return. Proctor & Gamble gave UNICEF 20 million pesos way back in 1996, why? Kasi may water program ang UNICEF. “Ay, bait bait naman ng Proctor & Gamble, nagbigay ng 20 million.” E, di ba, hindi naman natin magagamit ang Safeguard kung walang tubig? So, sa community na nabigyan nila ng water facilities, umakyat po ang sales ng Safeguard. Kasi, tuwing igib nung community, nakikita nila doon, “brought to you by…” di ba? “Proctor & Gamble, the makers of Safeguard.” So, there is something that goes to them, goes back to them, whether it is goodwill, or financial returns for the corporation.

Ang goal natin is to move people up in the pyramid of giving, kasi meron ibang mga tao, corporation, na susubukan muna kayo. Okay kaya itong grupong ito? Okay kaya itong organization na ito? They’ll start you off with a small contribution and if you perform well, and you thank them and you report to them what you’ve done, then they’ll become more inclined to give you a larger amount of money the next time. So, napaka importanteng you protect and you take care of your relationship with the organizations that give you money.

Madalas, makikita natin meron lang tayong tatlo or apat na kaibigan that will account for the bulk of our money. Usually tayo yun, di ba? Tayo nagbibigay ng pondo. And very often, yung mga maliliit na contributions will account for such a small amount of money. Kaya kadalasan, hindi natin pinapansin itong mga bumibili ng raffle ticket, yung mga nagbibigay ng limang piso, because we feel that napakaliit ng contribution nila sa ating organization. But, in fact, if these people are happy with your organization or your cause, they can move up to become major donors if you treat them well. So, napaka importante that you take care of them, because kung limang piso, hindi ninyo sila pinansin, malay ninyo, meron sila palang kayamanan na nadoon; sinisubukan lang nila kayo.

The same is true for funding institutions. Ford Foundation, for example, in the past, will give a small grant to a start-up organization, and if they perform well, they will double that grant. Oftentimes, maliliit na organizations that proved that they were competent will get a large amount of money, such as Sinerhiya; napakalaki nung nakuha ng Sinerhiya from the Ford Foundation. Medyo seven digits yung nakuha nila from Ford Foundation, kung dollars. Kung pesos, nagiging eight digits yung nakuha nila. Pero, baguhan silang organization. They were able to prove to Ford Foundation that they are worth investing in. What about you? Are you able to prove that as well?

Sa fundraising, kinakailangan natin, is the right person cultivating the right prospect for the right gift for the right purpose at the right time. Sino ang right person to fundraise for you? You. Hindi magandang mag hire kayo ng consultant to do fundraising for you because you are the testaments of your work.

Cultivating the right prospects – yung tatlong “C’s” na pinaguusapan natin kanina. Ano yung three “C’s?” Natatandaan nyo pa ba? …and concern…all right. For the right gift – si Ben Chan, jeans. E, kung hiningan natin si Ben Chan ng L’oreal products? Hindi yun yung right gift, kasi si Ben Chan iba yung kanyang mga produkto.

For the right purpose – is it for operating costs? Is it for your endowment? Is it for your program? Your training? At the right time. Timing po ang pinaka importante. Huwag kayo hihingi ng pondo habang nasa intensive care. May gumawa na ba noon? Meron? Madalas nyo ba yang ginagawa? But very often, timing makes or breaks your fundraising strategy. So, napaka importante that you time it well; and in fact, location – saan kayo makikipag usap sa mga tao? Sa bahay ba nila? Sa opisina ba nila? The best way, for example, to get Jaime Zobel…

END OF DISC 4, DAY 2, Missing minutes

…kindness, no? So ganun and kelangan nating intindihin sa fundraising.

All right. Ito yung survey of giving, on giving. It’s just to give you an idea of what is out there in terms of the Filipinos.

Next slide, please. It’s not working. Ah, sorry.

Tiningnan naming sa Pinoy, saan ho ba kayo nagbibigay? Sa church? Sa non profit organization? O sa gubierno? Tiningnan din namin yung tinatawag na apat na life stages, kasi ibang magbigay ang college student, kaya meron tayong column sa college. Meron tayong column for yuppies. Kabisado nyo yung yuppies? Young urban professionals, kaya yuppies. Meron din kaming yummies. Alam nyo yung yummies? Young marrieds, yan yan. Yung mature, yung medyo may edad na. Dapat yuckies actually yun, kaya lang…para lahat “Y,” di ba? Pero nahiya naman kami, ginawa naming mature, yung medyo may edad na, pero nagbibigay pa rin.

So we asked, in terms of giving, si college student, anong mas madalas nilang bini…sorry. Sa church, across. Sino ang mas mataas ang incidence of giving? Yung mature. Bakit kaya? O, nag re reserve na sila dun sa taas, di ba? Gusto ko ho, ano, suite, di ba? Kaya yung mature. Sumusunod si yummies, kasi siyempre yung alala nila dun sa kanilang mga anak, etc. So, nagbibigay sila sa church. Ang pinaka maliit na sector is the college students. Kayo, actually, nakalagay kayo sa umbrella na tinatawag na non-profit. Sino nagbibigay sa inyo? College. Anong ibig sabihin nyan? Kelangan matuto kayong gumamit ng “.pdf” file na sinasabi ni John, di ba? Alamin nyo na sa local geek ninyo kung ano yang “.pdf” file na yan. Kasi kung hindi kayo matutong gumamit ng mga teknolohiya na kabisadong kabisado ng mga nakababata sa atin, wala, no?

Now, what does this mean? Because you’re talking to college students, kailangan upbeat kayo, parang mga Globe at Smart na advertisements, di ba? Now, sumusunod sa kanila is yuppies. Now, these yuppies are getting mailers from Fitness First, from Citibank, etc. Tapos dadating yung brochure nyo kawawa hitsura. Yung awa effect na yan, it may be effective once, but you don’t build a relationship with them. Parang naawa lang sila sa inyo. Sige na nga, ito na nga, o. Pero kapag mag bi build kayo ng relationship, it won’t work. It has to be na attractive ang inyong materials to both college and tinatawag nating yuppies.

Now, problema, kasi yung susunod dun ay yung mature. What works for the college student and the yuppies, medyo iba sa mature. Ano ibig sabihin kung mature ang inyong audience? Kelangan medyo malaki yung fonts, di ba? Kelangan medyo malalaki yung letra ng brochure ninyo kasi hindi na mababasa yan, di ba? O yan. So yun yung importante sa ating findings. It is telling you who you are talking to. Kasi nga, sinabi ko po sa inyo kanina hindi po yan one size fits all.

Now, meron bang representative sa gobyerno dito? Meron? Ah, kayo. Meron din namang nagbibigay sa gobyerno. Sasabihin ko sana may naloloko pa rin yung gobyerno, kaya lang meron tayong representative sa gobyerno. Sino sila? Yung hindi nagbabayad ng buwis. Yung college students, no? And as you go down the ladder, because they have been paying taxes, it seems to be na ang feeling nila they have already given to government, hindi na sila magbibigay.

Eto po yung hitsura ng potential donors ninyo, they are young but they are also…there’s also a group that is old. So, kelangan yung materiales nyo, will attract both the ultra young, which is your college, and the ultra old, which is your mature.

Now, ano ba ang sinusuportahan ng Pinoy? Tiningnan namin iba’t ibang aspeto ng NGOs dito and we found that 94% like giving to children. Education yung sunod, elderly and disabled, health and nutrition, youth. Nasaan kayo dyan? Health and nutrition. Pero meron ding children, minsan. Meron din kayong education, right?

So, what this is telling you is when you talk about your cause, talk about its impact on children. Talk about its impact to the health and nutrition of a country, because that’s what will attract Pinoys to give.

Okay, I beg your indulgence. Alam ko medyo maliit, but what we try to do was to find out ano na ba yung mga fundraising strategies na bugbog na bugbog na? In other words, everybody’s using it. Tiningnan din namin ano yung mga fundraising strategies that work, meaning successful sya.

Now, in the lower left hand corner, ito yung mga strategies na dapat ninyong iwasan. Iwasan because it is…wala na ngang gumagamit, hindi pa sya successful. Bakit nyo gagamitin? No reason, right?

Donation through the internet. Medyo nahihiya pa ang Pinoy gamitin ang internet, especially when making a donation. Siguro, in two years time, mag-iiba ito. The landscape will change dramatically. Telephone and text pledges sa Globe at sa Smart, hindi rin sya very successful, bakit kaya? Any suspicions? Kasi ang kumikita po dito ay si Globe at si Smart at si Sun. Si Children’s Hour, magkano lang ang nakuha nila from their relationship with Globe, even after thousands, tens of thousands Filipinos gave to them. Kasi nga mas mataas ang nakukuha ng telephone compa…I’m not saying it’s bad, I’m really just saying in terms of return on investment, medyo mahina po ito.

Ito ngayon, yung nasa upper right hand corner, madalas gamitin at very successful. Ang mangyayari, kung gamitin nyo ito, you will be one of many organizations or groups that used these strategies.

Yung house to house, di ba? Bawat subdivision yata na may basketball court tuwing summer na lang: Ma’am, para sa basketball team natin.

Coin cans. Sino na sa inyo ang nakakita ng coin cans sa National Bookstore? Dami, di ba? Minsan wala ka nang lagyan ng gamit mo because merong si Tahanang Walang Hagdan, si Children’s Hour, si Caritas, sino pa? Bantay Bata, ang dami daming cans. Pero successful naman siya.

Solicitation letter. Meron kami isang, ah, yung kaibigan namin sa Globe, pinakita nya sa amin lahat ng sulat na natatanggap nya, soliciting money. Napakarami po. Kasi nga usual suspect natin si Globe, at si Smart, at yung mga multi-national companies na yan.

Second collection ng church. Yan sister, kelangan yun barkada nating mga father, di ba? Kasi, very successful yung second collection. It has become so successful that there are in fact churches that ban it already. Kasi napakaraming NGOs na ginagamit yung second collection. Dito po sa Greenmeadows, yung Christ the King Church, in one Sunday, sa second collection nila, they were able to generate 180,000 pesos. Isang simbahan lang ito. Siguro mga anim na misa, no? Siguro sa Dasmarinas at sa Forbes, medyo doble yung kikitain nila sa second collection; so much so, that Sanctuario in Forbes has already stopped the practice. That’s why, sister, yung mga connection natin sa simbahan, importante yan, no, if we want to do the second collection at church.

Fundraising event. Can you think of any fundraising event? Fun run, walk for a cause, concert, dinner, sabong, di ba? Ano pa? Bingo, o, dami dami ano, kaya nga sinasabi namin it is very frequently used, but they’re also successful. If you want to be unique, eto ang titingnan natin.

Una, payroll deduction. You are in partnership, for example, with Avon; and Avon has given a lot of money already for your cause. Other companies might be interested in doing what is called a payroll deduction. Paano nangyayari yun? Susulat kayo sa mga empleyado ng isang kumpanya and you will ask them to donate a certain amount of money sa sweldo nila. Ito po yung ginawa ng Children’s Hour. Ito din yung ginawa ng iba’t ibang mga organization, na yung head nung kumpanya na yun medyo malapit sa kanila. So, they were asking the corporation for money, from their own pockets, they were asking the company to give them an opportunity to talk to their employees. Kasi malamang merong empleyado dyan na may direct experience na resonates with your organization. So payroll deduction is one strategy that can be used because not many organizations use this.

Walk-in donation. I will tell you an experience we had two years ago when we were trying to look for support groups. Kasi po, there was an agency that gave us money to empower the support groups in the Philippines. So, meron kaming support groups for stroke victims, meron kaming support groups para sa cerebral palsy, meron kaming support group sa diabetes. Now, we needed to have fifteen groups, kasi ang slots available for the training, 30. Hirap na hirap po kami mag hanap nitong mga support groups, kasi kadalasan itong mga support groups, wala pong permanent address. Hahanapin nyo sa hospital, wala sila doon. Wala silang nakarehistrong opisina. Wala silang nakarehistrong address, so wala kaming mapagpadalhan ng imbitasyon naming. So, we were only able to identify seven. Sayang. May pondo na sya, pero hinde namin mahanap yung mga support groups, and that’s exactly why, that’s another reason why you need to set up something, like a formal, or a permanent address. Kasi isa po sa mga pinakasuccessful ay yung tinatawag nating walk in donation. Saan kayo mahahagilap? Is there someone in somewhere that they can go to on a regular basis? Or kelangan kilala nila si Kara? Kelangan kilala nila kayo. Kelangan hagilapin kayo. There’s got to be some semblance of a home for the efforts that you are doing so that any point in time, may gustong magbigay, alam nila kung saan sila pupunta.

Responding to ads or appeal to the media. Very powerful po ang mga strategy na ito, although I have to admit medyo may kamahalan sya, no? But a successful strategy, nonetheless.

Solicitation in public places. Ginagawa ito ng Salvation Army every Christmas, yung mga naka uniporme at red kettle. Very successful po yung strategy nila na yan. Si Red Cross will always do yung sa South Superhighway, sino bang nakatira sa south? Nakikita nyo yung mga Red Cross volunteers na may hawak na parang yung sa simbahan? And they ask people who are riding the buses to give small change. Guess ninyo kung magkano ang nakukuha ng Red Cross everytime they do that? They do it only once every, I think, every quarter. Can you guess? Anybody. Just guess. 50,000? 100,000? Half a million? One month lang po nila ginagawa ito. They’re able to raise about 1.8 million pesos. Of course, may sakit na sa baga yung mga volunteers nila kasi andun na sila sa ano, di ba? Pero, one point, no? More than all your guesses. Because andun na kayo, e. Nasa bus. Di ba nag-aantay ka lang, tapos may makikita kang Red Cross na ano. Dadampot ka ng piso, dalawang piso, etc. So, ito pong solicitation in public places, and UNICEF po ginawa ito sa Megamall. Isa lang. Ginawa namin to, one week in Megamall. Guess how much we were able to raise in one week sa Megamall? 108, hindi, mali, maliit lang. 180,000 pesos in just one week. Napakaliit po ng investment kasi hiniram lang naming yung kaon na see-through, and we were able to raise 180,000 pesos, in just one mall, in just on week.

Solicitation by relatives. Kung kamag-anak nyo i-mobilize nyo to raise money, you multiply the crowd that you are able to approach. Kaya nga the more relatives you have, the better. So yun yung maganda doon.

Ano pa ang hindi ko nakuha? So, ito po yung mga strategies that work and don’t work. Now, I am not familiar with all of your organizations, so I hope you will imagine how you can adapt this for each of the organizations you represent. Next slide. All right. Dito tayo sa mga examples. Next slide, please.

Ito po ay isang organization. Ang pangalan nya is The Susan G. Komen Breast Cancer Foundation. Have you heard of this? They are in business of giving away money, the kind of friend we want to have. Now, we need to do our research to find out sinu-sino pang foundations ang nagbibigay for breast cancer support. Kasi kung lumapit kayo sa Ford, wala po silang programa na angkop sa inyo. If you go to USAID, wala rin po silang programa na angkop sa inyo.

Now, you’re wasting your time kung gagawa kayo lahat ng rekwisitos ng World Bank, tapos ang World Bank pala, wala silang window para sa mga organizations na katulad ninyo. So, we wanted to show you that there are in fact funding institutions that specifically gives money to the area you are working in. However, sa kanila, kadalasan, ang binibigay nila to research. Ang support group, medyo wala po yan sa kanilang mga binibigyan although in their website, makikita ninyo, that if you have an innovative program that helps those with breast cancer, they are willing to provide seed funds for this. So dapat intindihin natin kung ano yung mga pinopondohan ng mga foundations natin. Now, in this era of websites, you can do your research, i-gu-Google nyo lang lahat ito. Naiintindihan nyo ba ang ibig sabihin ng i-gu-Google natin? Okay. Ganun lang, no? So that hindi tayo nagbibigay ng proposal dun sa mga hindi naman interesado. Because they will not tell you na tinapon nila yung proposal nyo. You will just not hear from them. In the meantime, umaasa kayo, that World Bank is going to give you 10 million pesos, kasi nag submit kayo ng proposal sa kanila, ano? So do your research in working on grants.

Now, ito yung earned income. Ang dami daming pwedeng ibenta. Si Gabay at Buhay Foundation, because they operate in Malaybalay, they sell Malaybalay Coffee. Si Ayala Foundation, Jaime Agusto Zobel, kasi nga hirap sila humanap ng donation, sino nga ba naman ang mag do donate sa richest person in this country? Parang hindi fit. But, if you sell a memo pad that has Anita Magsaysay-Ho’s mother and child painting on it, and it will cost you 60 pesos. Bibili ka. Pwede mo itong gawin pang regalo sa pasko, and this is available in their museum shop.

Being Human Foundation is a small NGO with international relationships with other Being Human Foundation, dahil yung kanilang logo ay puso, pati si Kris Aquino ay bumili na ng keychain nila, kasi mahilig si Kris Aquino sa heart, di ba? So, ito yung kanilang ibinebenta. So, I’m sure the cost of the keychain is substantially lower than 125, and the coffee is substantially lower than 125 as well. The excess money goes back into the organization to fund their activities and their programs.

Next, Dawn. Kilala nyo ba ito? It’s a women’s group, actually, that produces yung tinatawag nating newsletter; but to cover their cost, nag cha charge sila ng subscription fee. Now, if your role is to share advances in the treatment, the medical intervention, or just to have a support group that caters to your network, baka gusto nyong mag setup ng isang newsletter that you send to people, who may want to have something to read about the situation they are in. Of course, kelangan you treat this as a negosyo. Hindi ito pwedeng libre. Kasi pag libre, somebody has to pay for it. So, dapat yung subscription allows you to recoup your cost as well.

Ito ay isang organization, Bahay ni Isis is a women’s group as well. Ang ginawa nila, binigyan sila ng lupa sa Teacher’s Village, and they set up a center. Yung center nila, pinauupahan nila. So they have dormitories, may deluxe room pa sila. Meron silang conference area that they lease out, at may recording studio sila, kasi they are into information and media. So, they are able to generate money from these facilities that they rent out to individuals. Again, dapat nating isipin kung paano ito mako-convert para sa ating mga sariling organizations at mga grupo.

Special event na ginawa ng CRIBS, Creating Responsive Infants in the Philippines, if I’m not mistaken, ang ginawa nila, kasi nasa board nila si Marivic Rufino-del Rosario, who is good friends with Cecil Licad. When she came home one time, dinala nya si Cecil Licad sa CRIBS, tumugtog si Cecil Licad doon, and she was just so happy with the hugging of babies, kasi yun ang CRIBS e, yayakapin mo ang mga bata. So, sabi nya: I’m going to perform for you for free. They were able to raise two million pesos kasi yung fee ni Cecil Licad, winaive nya na, and they were able to sell tickets, etc. Medyo sa CCP lang naman nila ginawa at napuno po nila ang CCP.

Now, think about your friends, baka di naman nila type si Cecil Licad. Sino kaya type ng mga kaibigan nyo? Hale? Sharon Cuneta? Sam Milby? Pipila kayo kay John, di ba? Si John, si Diether pala ang gusto, di ba? So, kelangan isipin ninyo sino yung kliyente nyo, sino yung constituents ninyo. It was easy for them to do Cecil Licad kasi yung mga amigas ni Marivic Rufino and the rest of the board like Cecil Licad, they like listening to piano musical. Dalhin ko yung mga anak ko dun siguro: Mom? Di ba? Hindi maganda for the younger generation, but na fit nila ito and their resources were available to the organization.

Ito yung Cancer Warriors, if you have heard of them. May gold ribbon, they actually entered their ano sa Caira Awards, which is a fundraising award that was hosted by Venture for Fundraising. So, they have this symbolic golden ribbon that is given out and sold, actually, to raise money for the advocacy of childhood cancer. So, nandyan ginamit nila si Pia Cayetano; tapos meron sila, pati si Pinoy Big Brother, pinasukan nila, kasi lahat ng tao nanood ng Pinoy Big Brother, so they had the giant gold ribbon. They actually raised, if I’m not mistaken, over a million pesos through the sale of their golden ribbons. Not including yung mga libre nilang airtime na nakukuha sa mga TV stations at saka sa radio stations. Their latest estimate, umaabot ng 10 million pesos ang ibinigay sa kanila in terms of airtime, both at radio and television. So, ito po yung gold ribbon campaign. Ito special event. Yung pumupunta na tayo sa events sa fundraising.

Yung sinabi ni John sa inyo na sumusulat ng letters, actually there is a name for that strategy, it’s called direct mail. I wonder if any of you received a letter from UNICEF some years back, that asked you: Why would I sampaguitas at 11 o’clock in the evening in the blinding rain? Ako po yun gumawa nun way back in 1994. We were mailing out 1 million letters every year. Tuwing umaga na lang nag se-seal ako ng envelope, naglalagay ng…kelangan mo volunteers yung mga bagong gising, di ba? One million letters every year, for which UNICEF was able to raise 80 million pesos in three and a half years, all of them from Filipinos whose names, birthdays, and addresses we have.

Kung tanong mo sa akin kung ilan ang donors ng UNICEF between the ages of 55 and 65, pwede kong sabihin sa inyo. Kung tanungin nyo ako ilang porsyento ng donors ng UNICEF ang babae at ilan ang lalaki, I can tell you as well. If you ask me and because there are very few men in this room, sino sa palagay nyo nagbibigay ng mas malaki, babae o lalaki?

Men?! Ma’am, bakit nyo sinasabi yan, ma’am? Marami women. Sa UNICEF ho, may pruweba kami. We found out that men give larger amounts of money but, minsan lang. Ang babae, they will give small amounts of money, pero maraming beses para bang bumibili tayo ng alahas, di ba? Paano tayo bumili ng alahas? Teardrops or gives, pati yan sa donation. We also found out that the donors of UNICEF were very young or very old. Wala po kami dun sa gitna, yung mga yummies, very few po ang donors ng UNICEF dyan. We also found out that the average gift sa UNICEF amounts to about 1,250.00. Substantial po ang donation ng Pinoy.

Now, there was a time, ginawa naming yung sulat and we mailed it out. There was somebody who called and said: Pwede bigyan nyo akong ng instructions how to get to the UNICEF office?

So, I said: Hay, thank you very much, ma’am. You can turn right on Adelantado, there is parking in the back.

Ay, hinde. Ang una kong sinabi, you can use your credit card.

Wala akong credit card.

No problem, ma’am. You can issue a check to UNICEF and you can just put it in the business reply envelope and send it to us.

Wala akong checking account, how can I go to your office?

Ay, o sige ma’am. You can turn left on Adelentado, there is parking in the back.

Wala akong kotse, paano bang pumumta dyan na nag dyi-dyip?

So, inantay ko po itong babaeng ito kasi I was fascinated. Bakit kaya itong babae, kung she’s a public school teacher who wanted to give P500.00, the lowest donation dun sa sulat naming, and I asked: Ma’am, bakit nyo po naisipang mamigay?

Napakasimple po ng sagot nya: Kasi humingi kayo, e.

Very simple. Sometimes, we think we’re asking, but we don’t really say “Will you give me money? Will you give us a donation?” Iba pa nga yung sinasabi ni John; specify an amount. Kasi when you talk of cancer, for example, maraming zero yan. But if you say “One thousand pesos can help us by providing 1, 2, 3, 4, 5.” then it makes this a real amount for people. Specify an amount.

Ginawa po naming ito in partnership with Miriam. Meron bang Maryknollers dito or nag graduate ng Miriam? Yeah, nakatanggap ka na ba nito, Kara? Nagbigay ka ba, Kara? (laughs) But the theme was, you know, getting the Maryknollers or the Miriam people to come back to their alma mater. And they had a business reply envelope, tapos they made it into the blue color of Maryknoll. And ito yung puno, lahat ng taga Maryknoll at taga Miriam, kilala yang puno na yan. Mahiwaga yang puno na yan. In other words, may mga mamaw na nandyan sa puno; which is why when we’re looking at what would bring back the Maryknollers and the Miriam people to the alma mater, sabi nila yung puno na yan. Did it work for you, Kara? I wonder? The puno? All right; so, they know their graduates, no? And so they also added the letter that was written by Margie†Moran-Floriendo, a Maryknoller, because they felt that she epitomized what the values of Maryknoll.

Naging problema namin, actually, because merong batches na Maryknollers ang tawag, may batches na Miriam. Si Miriam graduates, ayaw nilang matawag na Maryknollers, in the same way the Maryknollers didn’t want to be seen as, ano bang tawag dun? Miriamers? Miriamers, ang sama naman kasi ng word, no? So, we have to come up with two packs, one that said “Come home to Maryknoll” and then the other one that said “Come home to Miriam.”

I’m showing these to you as examples, no? Again, so that you can tweak it as you look at your own organization. Now, ang Miriam, and Maryknoll, hindi nila pinahirapan yung kanilang mga donors. They didn’t say “Please go to Land Bank of the Philippines and deposit in account number 12345 and then fax back your deposit slip to us.” Hello? Humingi na nga kayo ng donation, pinaalis nyo pa sila sa trabaho; kasi di ba ang banking hours 9 to 3. So, kelangan pumuslit pa sila. Mamasahe pa sila papuntang Land Bank. Tapos pipila sila. E, sa Land Bank hindi pa carbonized ang deposit slip, di ba? So, gagawa pa silang tatlong copies, tapos pipila sila, magbabayad sila, tapos pag balik nila, makikihiram pa sila ng fax machine bago ninyo marecognize na may donation sila.

Sa Miriam, sa Maryknoll, they said “You can use your Visa card, you can use your Mastercard, you can send a check, etc. etc.” Dito pumapasok yung being a registered institution, kasi kung hindi kayo registered institution, wala kayong choice kung hindi, go to Land Bank and deposit to the account of Mayen Quebral; or we will send a messenger to pick up your donation. So, the facility should always be there for your donors.

Ito po, nakita nyo ba ito sa dyaryo? This came out about two weeks ago, and it is an ad by the Philippine Cerebral Palsy, Incorporated for cerebral palsy patients. Ang ganda ganda ng hitsura, kasi it really draws your attention sa dyaryo na puro news about GMA at yung senado, at saka si Nicole, makikita mo itong ad na ito. We need more room. Bakit? Kasi ang mga cerebral palsy, naka wheelchair; e, yung regular nating mga public restrooms, wala pong facility for that. So, yung direct response print po is a facility or a strategy that allows you to use the newspaper to relay a message.

Now, dito pumapasok yung sinabi ni John earlier that he used photographs; because the photographs speak a million words. But a study we were able to do with Ogelvie and Mather, kapag napaka distressful ng litrato, medyo na tu-turn-off yung mga tao. They like pictures of hope. They like pictures that show you that there is a result, or there is progress. Ayaw nila yung namamatay na, yung naka kabaong na, ayaw nila yun. Kasi parang, it’s like, go away kind of picture. You want to engage them, which is why you use photographs that convey hope.

Cost related marketing is a partnership between a corporation and a non-profit organization. In this case, Lactacyd partnered with POGS, the Philippine Obstetrics and Gynelogical Society, buti na lang may shortcut sila, POGS. So, they basically gave a small amount of money every time a bottle of Lactacyd is sold. In the same way, Avon has a program that allows people who buys their lipstick and in this new promotion, pati underwear, pati pabango, they will give a 5-peso donation to the breast cancer campaign.

Kung titingnan natin yung halaga, they were able to sell 156,000 lipsticks in that particular month na ginawa nila ito, generating 780,000.00 in 2005. So, nung 2005, lipstick lang ang may P5; due to public demand, sinama na nila pati ang brassieres, mga bra, at saka yung pabango. So, if you look at your catalog now, kasama na ito sa kanilang promotions.

So, you know, I guess the message here is dito, wala kayong gastos, ang gumastos dito si Avon, di ba? The catalogs are made by Avon, it’s their marketing people who think of this strategy. So, it comes at very little cost to the non-profit sector. Pero kailangan may kausap si Avon sa sector ninyo, kasi kung hahagilapin pa kayo ng Avon, you know, they wouldn’t want that because they are also busy people. So, it’s very important that again, you have a home that people can go to. So that if they were interested in a tie-up, madali kayong hanapin.

Eto, membership fees. I don’t know if this is something that you’re contemplating but I’m sure when you have your support group meetings, nagpapamerienda kayo, o may ginagastos kayo. Maybe membership, very small amount, will work for you. Sarilaya, a women’s group as well, did this. Alam nila na ang myembro nila grassroots, mga nasa farming industry, etc. So, hindi nila ginawang masyadong malaki yung kanilang hinihingi. They were asking 100 pesos membership fee, annual na ito. 50 pesos per community based, meron silang grassroots na rate. So also think about the areas where you operate in because I’m sure for some, 100 pesos is easy, but for others, a 100 pesos may be a little way above their budget.

This is my favorite fundraising strategy, while I tell you that email is still not something that we would recommend as a strategy, this is a sample that was done in 2002. Dr.†Philip Cruz, who was part of the Pediatric Ward of the Philippine General Hospital, UP-PGH, wrote a letter on his email, that talked about when doctors cry; yun yung subject sa email: When Doctors Cry. It talked about how he, as a doctor, had to choose between two babies, kung sino ang makakakuha nung kaisa-isang incubator ng PGH, therefore rendering the other baby to his death; and he talked about it with such power, passion, that it spread like a virus. Pinadala nya ito sa mga kaibigan nya, ang ganda ganda po ng pagkakasulat, yung mga kaibigan nya, pinadala sa kaibigan nila, sa kaibigan nila, sa kaibigan nila, it spread like the virus na kinakatakutan ng Microsoft. They were able to raise 41.5 million in cash and in kind donations as of end of December.

Now, natatandaan ninyo yung pyramid ko kanina na kailangan may organizational management and development? Ikukwento ko sa inyo kung bakit napakaimportante nyan. Philip Cruz, Dr. Philip Cruz, very successful, he was able to raise 41 million, medyo nainggit po yung ibang UP-PGH units. Para bang inintriga sya, pinulitika sya, so much so that Dr. Philip Cruz is no longer with UP-PGH. Kakalungkot, ano? Parang after what he did, imbes na pasalamatan siya, inintriga pa siya. And so, what is it telling us? It is very important that your organization is ready to do fundraising; because if only a section within your organization is ready to do fundraising, ganito po ang mangyayari. May successful fundraising, i-intrigahin siya, kaiinggitan siya imbes na mag celebrate sila. So, sinasabi ko all of the time, when you do fundraising, you have to get everybody on board.

Sa UNICEF, halimbawa, at sa Miriam, pati yung security guard nila, ti-nerayning naming sa fundraising. Kasi kung ang security guard, doon pa lang e medyo may kabastusan na, the donors will not come in. Sino dito ang nag University of the Philippines? Meron ba? Ako din po taga UP, favorite ko po itong example of how you should not do fundraising.

Sa UP, meron pong pumunta, sa Diliman, na one of the first geology graduates, medyo may katandaan na siya, if you can imagine, the first graduate of UP, di ba? So, matanda na siya, galing siya sa States, umuwi siya sa Pilipinas, and so he went to the Admin office of UP.

I’d like to make a donation.

Ay, sorry sir, you have to go to the Registrar’s Office.

Ang Registrar’s Office po ng UP, ang Admin yung nasa likod ng oblation, yung Registrar’s, yung nandun po sa may sunken garden. So, this old man, walks to the Registrar’s Office.

Ay, sir, you have to donate to your college.

E, ang pagkakaalam niya, yung College of Geology nandoon sa Main Lib. Ang Main Lib, tatawid, pero nasa fourth floor. So, akyat si Manong hanggang sa fourth floor, only to be told “Sir, College of Fine Arts na ito, ang Geology po nandoon sa likod ng Math Building.” Nandoon sa malayo.

So, this guy, calls his driver and says “Halika na, tumawid tayo ng Katipunan.” Pumunta po siya doon sa eskwelahan doon sa likod ng Katipunan, ang pangalan po Ateneo. Sa gwardya, meron bang taga Ateneo dito? Ayan. Ito yung how you should raise money.

Sa Ateneo, yung gwardya, sabi niya, binaba niya yung kanyang bintana, sabi niya “I’d like to make a donation.”

“Ay, good morning, sir.” sabi niya, “nakikita niyo ho yung white building na iyon? May parking ho doon, doon po kayo pupunta.”

So, drive sila, pagdating nila sa white building, meron nang babae na nag aantay sa baba. Winokie-talkie siguro ng gwardya.

“Good morning, sir. I understand you’d like to make a donation to Ateneo. Father†Nebres is in a meeting right now but he will be with you in about ten minutes. Would you like some coffee?”

So, the old man goes into the office, he was served coffee, he was given his choice of newspaper, ten minutes after, Father Nebres came out. This man never went to Ateneo. It was his kids who went to Ateneo, but Ateneo, because they know how to treat donors right, and my dear alma mater, our dear alma mater didn’t, they lose their donors. Kasi hindi nila alam kung paano i-trato ang donors.

What about you? Kapag may mag donate, ay, hindi po kami pwede, kailangan puntahan ninyo si Kara. Ay, hindi po kami pwede tumanggap ng tseke, kailangan cash. (laughs) So, napakaimportante na maliwanag how people can donate to you. Ano ba yung kailangan ninyo? Magkano ba yung kailangan ninyo?

All right. Coin collection? Talked about this, you see this everywhere. Now, it’s not easy to do this coin collection, kasi marami hong nagnanakaw ng coin boxes. Kaya nakikita ninyo sa National Bookstore may chain, di ba? May chain yung coin boxes. And it’s a very static medium, kasi pag nagbabayad naman kayo sa National Bookstore, hindi kayo “Ma’am, magbigay kayo diyan sa Tahanang Walang Hagdan.” Nothing. It’s really just makita mo, mahaba yung pila, you have some spare change, you give it to them.

Children’s Hour used employee giving. Look at the amount of money that they were able to raise in 1999: 134 million pesos. How did they do it? They went to the Armed Forces of the Philippines. Ilan ang enlisted personnel? They went to WG&A, ilan ang staff ng WG&A? And the beauty of Children’s Hour, they did not ask for one amount. They asked your hour’s salary. So, ikaw mag co-compute, so yung hour’s salary mo 55 pesos, 55 pesos. Yung hour’s salary mo, 55 dollars, 55 dollars. So, it was not a one size fits all strategy, which is why this worked. So, yan ang Children’s Hour, and they continue to do that. In fact, if you have a program that targets children, pwede kayo humingi ng pera sa Children’s Hour.

Affinity cards. I don’t know if this is something you may be able to use but Union Bank issues tinatawag nating Affinity Cards or co-branded cards. Ang La Salle Greenhills ay nandoon, ang Ateneo, nandoon, Sto. Tomas, Don Bosco, Philippine Science, Assumption, Letran, and Philippine Medical Association. How do you get money out of this? Every time a card is issued, and is approved, di ba may tinatawag na processing fee? Ang processing fee is 1250, kalahati po nun pupunta sa Union Bank, kalahati po pupunta sa organization mo. Every time this card is used, halimbawa, dito sa Astoria, i‑swipe yung card na yan, si Visa card, will charge Astoria 7% for processing. 3.5% will go to you, and 3.5% will go to Union Bank. So, Makati Business Club, they have their own card, they were able to raise 800 thousand every year through what is called an Affinity Card. Ngayon, ang Affinity Card, unfortunately, pakikinggan lang kayo ni Union Bank kung may listahan kayo ng mga good credit card potential, yung medyo maganda gumamit ng credit card, kaya ang Ateneo, walang problema, because they had a list of alumni. Philippine Science, they had a list of the alumni; Assumption had a list of the alumni, kaya binigyan sila ng Union Bank. Now, you need to think how you can tweak your cost, or your list so that you’ll become a partner of Union Bank as well.

Kilala ninyo itong mamang ito? So, he gave, maliit lang naman, 10.25 billion lang naman ang binigay sa Ateneo, kasi nga hindi siya pinalakad from one building to another. Pinaupo si Mr. Gokongwei ng Ateneo at binigyan ng kape. Inalagaan po ng Ateneo yung relationship nila with Mr. Gokongwei so that on his birthday, he left a small amount of money, only 10.25 to education. In return, Ateneo called the school of business The John Gokongwei School of Business. Marami po tayong makikita. Si Washington Sycip, nagbibigay po ng 2 million, 200 million, medyo laging may 2 yung binibigay ni Mr. Washington Sycip. Now, he would not have given if Ateneo did not treat him right; and he started with a small donation to Ateneo, inaalagaan siya to become the 10.25 billion. Now, I’m sure everybody wants to get a piece of the 10.25, naunahan na po kayo ni Ateneo.

Alam ninyo kung sinong favorite din na ano, marami kayong nakikita, Angelo King. St. Luke’s, isa lang naman kundisyon nya e, kelangan yung building nakapangalan sa kanya. So there was an all girls school na willing si Mr. Angelo King bigyan sila ng building, wala silang problema, but the madres said no. Kasi sabi nung…alam nyo ba kung saan kumita si Angelo King? Yummies pa ito? Yuppies? O ano? Mature. Si Angelo King po ang may ari ng mga motels. So, sabi nung sister para naming…kasi isa lang kundisyon niya, his name had to be there. So, here you are, there are the madres walking around, tapos pangalan nung building Angelo King, baka meron pang nakaganun doon, di ba? So, it did not fit yung values ng eskwelahan na yun, so they turned it down. So, ngayon, yung mga madre na iyon, sinasabi sa La Salle, kayo, brothers, bakit ninyo tinanggap? Wala daw values yung taga La Salle. Meron bang taga La Salle dito? (Laughs) Loko lang, no? Yes, ma’am?

(Inaudible question from audience)

Yeah, sure, all over, on one condition, his name will appear. Now, it brings to mind a certain aspect of fundraising that we must think about, which is the ethics; the ethics of fundraising. Who will you accept money from and who will you not accept money from? At UNICEF, very clear po kami sa UNICEF, we could not accept money from infant formula companies, tobacco companies, companies that employ child labor, companies that produce arms, and companies that ano pa ba yung isa? One more, so five sectors, no? Maliwanag po yun. All UNICEF fundraising directors needed to comply with those ano, no? So, at one point in time, gusto po kami bigyan ng Kraft Mayonnaise; kilala ninyo ang Kraft Mayonnaise. We had to turn down the one million pesos that they wanted to give UNICEF, bakit? Ang may ari pala ng Kraft Mayonnaise ay Philip Morris. Pati yung Chips Ahoy, di ba ang sarap sarap ng Chips Ahoy? We could not accept money from Chips Ahoy kasi ang may ari pala ng Chips Ahoy, RJ Reynolds, which owns Winston, the largest tobacco manufacturing company in the world.

At one time, meron po kaming donation from, makikita yung edad natin, Giraffe. Natatandaan ninyo ang Giraffe? This is an “in” bar way back in the mid-90’s; andoon siya sa 6750. In ka ba kung makita ka doon, di ba? And so, they wanted to donate to UNICEF all of the tips and all of the commissions they would receive that night, but we had to turn it down, kasi yung activity nila, Oktoberfest; ang kanilang tagline: Drink beer and help children. Di ba? So, parang hindi siya tugma doon sa amin.

Now, UNICEF yan. Meron ang Salvation Army. Yung Salvation Army, yung founder niya, ang sabi niyang policy nila: We will accept money from the devil himself and convert it to good. Kayo, bago kayo mag fundraising, i-decide ninyo. Dito ba kayo? O dito? Hindi kayo pwede sa gitna, no?

And so even before you do fundraising, it must be clear to you who you will accept money from and who you will not accept money from. Some patient support groups will not accept money from pharmaceutical companies. Ayaw nila. Hindi lang nila feel. Some nuns will accept money from Angelo King. Other nuns will not accept money from Angelo King. So, kanya kanya yan, but the key should always be consistency. Hindi pwedeng tumatanggap kayo kay Philip Morris pero hindi kayo tatanggap kay Marlboro, di ba? Parang it doesn’t make sense. So policy ninyo should be in place.

Ngayon, meron ba sa inyo ang magtatayo ng center o ng building? Meron ba? Ayan. Ito yung tinatawag nating capital campaign, no? Pag pumunta kayo sa Makati, makikita ninyo ang Asian Institute of Management, and to the left side of it is the Asian Institute of Management Conference Center. Pag pasok ninyo, may makikita kayong KFC room sa third floor. Wala naming KFC doon; empty siya na function room. Ang nangyari doon, si KFC, provided a donation equivalent to the cost of building that room. In the same way si Metro Pacific, meron din siyang kwarto doon, pag pasok mo, wala naming Metro Pacific. Ang strategy na ginawa ng AIM, was to give naming rights to corporations who were interested in giving to the AIM construction.

Ganyan po, ngayon sasabihin ninyo siguro: Kasi AIM iyon! Sikat iyon. Marami yun mayayaman na donors. Ito pong example namin is an unknown organization. It’s called Samaritana. Have you heard of this? Have you heard of Samaritana? They wanted to construct a building that would provide a permanent home for center based ministry activities trainees. Ang kanilang constituents are former prostitutes. But they were able to raise 12 million pesos. Relatively unknown, ilan lang silang tao sa staff, and the trick for their fundraising was they targeted people who know them and who were friends with their organization.

This is what we called planned giving. Pag namamatay ang tao, nagiiwan sila ng will. In this room, ilan ang may will? All right. So, in fact, this is fast becoming a very good fundraising strategy by asking people to leave something in their will for their favorite charity. Now, you might feel queasy about talking about death, but in a survey that we did in 1998, ang Pinoy po, gusto nila itong strategy. Kasi gusto nilang maiwasan na doon sa wake nila nagaaway-away yung kamag-anak. So, they’re able to fix up their estate even before they pass away. Now, this may be, kung hindi kayo comfortable dito, huwag ninyong gamitin, kasi you don’t want to go to a donor “ewan ko nga kung bakit kami naggaganyan, e.” You don’t want that. You need to be convinced, and you can only do this if one of your board members or one of you has made a commitment in his or her will as well. Kasi para kang nagbebenta ng Honda pero ang kotse mo Toyota, di ba, parang hindi siya fit. So, you need to be able to convince someone to be in this planned, tawag dito planned giving or legacy bequest gift.

Now, who’s going to do it? Kailangan, you know, when you do fundraising, you need to have a team, whether they are volunteers or they are paid staff, kailangan po may gagawa nito. Kasi hindi iyon po pwede mangyari na walang tao. Now, in order to do this, meron ba kayong fundraising policy? Tatanggap ba kayo kay Nestle? Tatanggap ba kayo kay Marlboro? Priority, magkano ba kailangan ninyo? Sa Miriam, for example, they wanted to raise 75 million because 50 million of that was going to go into the auditorium, it was very clear. So, what about you? What amount do you want to raise? And then, finally, para din po sa lotto, para manalo sa lotto, kailangan bumili ng ticket. Sa fundraising din po, in order to be successful in fundraising, kailangan meron tayong investment. Whether they are in the form of stationery, or materials, or brochure, or website, kailangan po meron tayong maliit na halaga that can now provide resources for your campaign.

Now, in an organized institution, kailangan yung board kasama natin, kailangan medyo may staff, volunteers, at saka kailangan may leadership, no? Pero kadalasan sa support group, iisa lang po yan taong yan. So, we need to be able to mobilize other people to help us in the fundraising strategy.

So, basically, kung fundraising organization na kayo, meron na kayong priorities, meron na kayong policies, at saka may budget kayo for fundraising. Now, sino sa inyo ang may board? Meron bang board? Your board may come in different fundraising capacities, may iba makikipag golf lang, may iba makikipag kape lang, may iba bibigay lang sa inyo yung rolodex niya o yung kanyang directory, so, huwag natin i-expect that the board members will be again one size fits all. So, we should ask them what they are able to give.

For this, you want from a board, you want a board member who has time to give to you. Talent, marunong kumanta, marunong mag financial reporting, marunong sumayaw, you know, an assortment, pangit yung board na lahat dancers, pangit din ang board na lahat abogado, pangit din yung board na lahat duktor. Kailangan medyo meron tayong pari, meron tayong duktor, meron tayong abogado, so that we have a variety of talents. Finally, you also need a board with treasure. At the end of the day, ang board natin, ang tatakbuhan natin for money. It may not be their own money, it might be access to somebody else’s money. In the US, meron iyang GGG principle sa board. Give, get, or get out. Dito sa Pilipinas, wala. So, minsan, kahit hindi sumipot sa meeting, okay lang, di ba? As long as we are able to use your name in the letterhead. But in fact, we lose so much by having board members who are not able to give us their time.

And finally, trust in your organization is the key for your board members to be effective. Ito yung mga fundraising functions ng inyong team if you were to have your team. What makes a good fundraiser? Kung naghahanap kayo ng fundraiser at sa palagay ninyo kayo yung magiging fundraiser, ito po yung hinahanap natin sa fundraiser, marunong pong makinig, at marunong pong, no? To be able to communicate, to motivate, etc.

Your volunteers can help? Use them. Use them wisely because they come at no cost to you, and they are stewards of your organization’s mission.

I’ll leave you with some tips. Fundraising is not about money, it is raising friends, so concentrate on building friendships. People won’t give money to causes, they give money to people with causes. Tao po yung binibigyan nila, hindi po sila magbibigay kay I Can Serve, magbibigay sila kay Kara, who speaks to them about I Can Serve.

Organizations need money to raise money. Sinabi ko na iyon, parang lotto, kailangan ninyo bumili ng ticket. In finding prospects, begin with those who are closest to you and then work outwards. Huwag kayong pumunta kaagad kay Bill Gates, unless pinsan ninyo si Bill Gates, di ba? You start with people who are close to you.

Always thank your donors, so that we don’t hear the “kaya lang ninyo naman ako pinupuntahan kasi wala na kayong pondo.” Thank them. Fundraising is a team effort.

And finally, you need to have an appropriate mix of funding sources, whether they are grants, gifts, or earned income.

If you’re interested to learn more about fundraising, Venture for Fundraising actually provides training for fundraising. Ito pong sinabi ko sa inyo, crash course po iyan; kasi meron po kaming 3-day workshop that teaches you how to do fundraising correctly. So, we’re running one October 10 to 11. Ito pong Art of Asking is a wonderful, ah, parang self ano, self congratulatory, but what we do is we bring philanthropist so that you can practice on the philanthropist. At one time, we had Lizzy Zobel, so nag practice yung mga NGOs sa kanya on how to ask for money. At another time, we were able to bring John Gaisano, of the Gaisano mall, pinagpraktisan din siya ng mga NGOs. The donors are real donors and you can practice how to ask them for money. We have a basic course and a manager’s guide to fundraising.

And now, Alice is passing out some brochures, no? And if you just want to talk about fundraising, we have great coffee in my office, it comes for free, just come and visit us, let us know when you’re coming, so that we can have someone there to meet you. Monday to Friday lang po ang opisina namin, from 9 o’clock to 4 o’clock. Yan po ay ang publications ng Venture for Fundraising, you might want to look at them in our library or buy them for your own use. So, kami po ang Venture for Fundraising, hopefully teaching you the joy, do the joy of giving, thank you very much.