Massachusetts Public Library Trustees Handbook

Fundraising Committee Responsibilities
	Chapter 8. Fundraising

Fundraising Committee Responsibilities

The Board has decided how much money the library must raise to support the new project. A steering committee composed of representatives from the library and the outer community has been appointed. Subcommittees, chaired by library trustees, have been formed to implement the capital campaign. What steps come next? Who takes responsibility, and for what?

Major Gifts Committee

This is where most of the money will come from. Members of this committee should each have given major gifts themselves, as no one should ask others for money unless they themselves have given personally. Major Gifts Committee responsibilities:

Set goals for amount to be raised from individuals, corporations, foundations, and municipal funds.
Identify potential major contributors by conducting a feasibility study.
Secure the largest gifts first - nothing succeeds like success - this could take six months or more.
Contact potential major donors in person. Letters and phone calls should be used to set up appointments only, unless the person lives out of state.
Major donors may want to be involved in decisions such as project design and fund raising strategies: this desire should be accommodated as much as possible.
Don't forget to contact people who live out of state or out of the country if they have strong ties to the community or the library.
Rehearse and plan carefully before doing a major gift presentation. The more money you are asking for, the more you should plan the presentation.
Use terminology carefully. You should ask the potential donor to "consider" a gift in a certain amount or range. Many people are offended if they are asked to "give," but few are offended when asked to "consider giving." Make sure you are not asking for too small a gift: underestimating a person's ability to give may cause offense.
Don't forget to ask major donors how (or if) they want to be publicly recognized.

During a solicitation visit to a potential donor, be sure to:

Ask for the gift.
Ask for a large enough gift.
Listen-avoid talking too much.
Ask intelligent and considerate questions.
Emphasize benefits that giving to the library will bring the donor.
Be flexible by offering alternative ways of giving.
Have prearranged signals between visiting team members.
Ask for the gift toward the end, not at the beginning.
Remain silent after asking for the gift.
If the first offer the donor makes seems too small, find a way to persuade him/her to increase the amount (but be very careful that you don't offend the prospect by doing so, thus putting the initial donation at risk!)

Special Events Committee

This is where the least amount of money will come from, but the events which this committee sponsors are important for visibility, as the public will not see the work of the Major Gifts Committee. Special events give the entire community a chance to participate and become stakeholders in the library, even those individuals who cannot afford to contribute monetarily. Special Events Committee responsibilities:

Set goals for monies to be raised from special events.
Brainstorm with volunteers to create innovative projects, and then take responsibility for organizing an event that was their idea. Involve as many people as you can, seeking out those with particular skills and experience in event development and production.
Find local businesses which will underwrite the costs of a special event so that all the proceeds are profit.
Find local civic groups which will organize events on the library's behalf.
Have FUN! It is crucial to the campaign that everyone involved has a good time during the process.

Public Relations Committee

Portraying the library and your fund raising campaign in the most positive light is important to all aspects of the campaign. Assign your most positive people to this committee. Public Relations Committee responsibilities:

Sometimes glossy productions offend people who are considering the inherent value of a public institution such as the library: don't feel you must spend a lot of money on producing fancy brochures. Sincerity counts more than slick production.
Try to separate out the fund of money used for PR. Make it clear to the public that the PR item was not paid for with monies pledged for a specific cause such as a building fund.
If possible, find a graphic artist who will donate time and skills in designing posters and flyers.
Publish a regular newsletter and mail it to anyone who has helped you in any way.
Use your local cable TV station as much as possible.
Assign a talented committee member to write regular press releases. Contact local newspapers for interviews.
Plan events that are solely for PR benefit, such as the campaign kick-off or a ground breaking ceremony.

Direct mail campaigns

You may decide to send a solicitation package to each household and business in your community. The value of a general mailing is twofold: to inform the community at large about your fund raising endeavors, and to encourage every citizen to contribute, no matter how small the contribution. Start by obtaining a mailing list from your town or city clerk's office. Your package should include the mailing envelope, a letter, a reply document, a reply envelope, and if the budget allows, a brochure. Allow about three months from the time the idea is conceived to the actual mailing, building in extra time for delays in printing and delivery of the materials.

Your package should look professional, inviting, and easy to read. It should not be glossy or ostentatious. The paper stock should not look expensive. The reply form should be easy to fill out and must fit neatly into the reply envelope. Consider using a combined reply and reply envelope. Discuss the alternatives with your printer.

Thank all your contributors promptly. An acknowledgement postcard is appropriate for smaller gifts, but a typed letter for larger gifts (you determine the level) is necessary.


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