GPCA Budget FY2011-2012 Income Narrative
I. Overview
Our goal is to raise funds effectively, efficiently and in compliance with the law. We will hire experienced, proven fundraiser to manage fundraising campaign. We will build new GPCA contact relationship management database to ensure high quality management functions such as GPCA supporter communications and donation tracking. We will review and learn applicable federal, state and local political law.
1-1 Clearinghouse Sales
Tactics
(1) Design and sell GPCA button.
(2) Design and sell GPCA sticker.
(3) Design and sell GPCA t-shirt.
(4) Explore prospects for bi-lingual materials; consider shopping bags.
1-2 Dues
We will not charge or collect dues.
1-3 Direct mail: Prospect Letters
We will write timely, persuasive prospect letters and and mail them every 8 weeks as long as prospecting remains break even or profitable. We aim to acquire 1,100 new donors. The real value of new donors acquired must be calculated with the assumption that the donors will give at least 2 additional times over the next five years.
1-3-A June-2011 Prospect
Number of prospect pieces: 5,000
List: CA donors to GPUS
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $3,000
Total income: $3,000
Number new donors acquired:100
1-3-B July-2011 Prospect
Number of prospect pieces: 10,000
List: GPCA registered voters.
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $6,000
Total income: $6,000
Number new donors acquired:200
1-3-C Sep-2011 Prospect
Number of prospect pieces: 10,000
List: GPCA registered voters.
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $6,000
Total income: $6,000
Number new donors acquired:200
1-3-D Nov-2011 Prospect
Number of prospect pieces: 10,000
List: GPCA registered voters.
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $6,000
Total income: $6,000
Number new donors acquired:200
1-3-E January-2012
Number of prospect pieces: 10,000
List: GPCA registered voters.
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $6,000
Total income: $6,000
Number new donors acquired:200
1-3-F March-2012 Prospect
Number of prospect pieces: 10,000
List: GPCA registered voters.
Avg. response rate: 2%
Avg. gift: $30
Avg. printing and postage cost per letter: $0.60
Total cost: $6,000
Total income: $6,000
Number new donors acquired:200
1-4 Direct mail: Resolicitation Letters
We will write timely and persuasive resolicitation letters. We will target resolicitation ask amounts based on prior giving history using our CRM (contact relationship management) database. We will roll-out resolicitation mail pieces every 8 weeks.
Resolicitation Nov-11 2,000 5% $50 100.00 $5,000.00 0.6 $1,200.00 $3,800.00 Resolicitation Jan-12 2,200 5% $50 110.00 $5,500.00 0.6 $1,320.00 $4,180.00 Resolicitation Mar-12 2,400 5% $50 120.00 $6,000.00 0.6 $1,440.00 $4,560.00
1-4-A May-2011 Resolicitation
Number of prospect pieces: 1,200
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $2,280
1-4-B July-2011 Resolicitation
Number of prospect pieces: 1,500
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $2,850
1-4-B September-2011 Resolicitation
Number of prospect pieces: 1,800
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $3,420
1-4-B November-2011 Resolicitation
Number of prospect pieces: 2,000
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $3,800
1-4-B January-2012 Resolicitation
Number of prospect pieces: 2,200
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $4,180
1-4-B July-2011 Resolicitation
Number of prospect pieces: 1,500
Avg. response rate: 5%
Avg. gift: $50
Avg. printing and postage cost per letter: $0.60
Net income: $3,420
1-5 Events
Tactics
(1) Create annual Bay Area fundraising event.
(2) Create annual Los Angeles fundraising event.
(3) Create annual events program for county councils.
(4) Develop event invitation template.
1-6 General Assemblies, Repayment of Hosting Costs (Return of Loans (GPCA Plenaries)
1-7 GPUS Revenue Sharing 2011-12
1-8 GPUS Revenue Sharing (past years owed to GPCA)
1-9 Green Focus Sales
1-10 Interest Income
1-11 Online fundraising campaigns
Tactics
(1) Develop quarterly email solicitations.
(2) Develop online fundraising materials.
(3) Consult with Finance Committee and Messaging Group regarding these tasks.
(4) This is dependent on a redesign of the GPCA website. It also requires migration of our site to a content management system with team publishing.
1-12 Telemarketing
Tactics
(1) Research, interview, hire, train and manage telemarketing firm that uses predictive dialing.
(2) Develop telemarketing materials
(3) Consult with Messaging Group regarding these tasks.
1-13 Personal solicitations (phone/meeting by executive director/consultant)
Tactics
(1) Conduct phone and in-person meetings with all major donors.
(2) Re-solicit all major donors by phone or in-person.
(3) Ask all major donors to identify new major donor prospects.
(4) Conduct phone and in-person meetings with GPCA Greens who can help identify new major donor prospects.
(5) Develop “Why donate?” flyer for major donors.
(6) This requires paying for contact management software.
