HavenHouse achieves fundraising success by
applying the L-A-I Model

March, 2010 — New year. New needs. New goals. These early months find many of us wide-eyed with hope that this will be the year for  fundraising breakthroughs. New donors. New funding. New connections.

Now what?
It’s a common theme to which Kathy Sindel, Executive Director of the non-profit organization HavenHouse Saint Louis, easily relates. “We didn’t know where to start,” she explains.

HavenHouse’s story is similar to many mid-sized non-profits. Reluctant to take a bold, calculated fundraising leap, their momentum often stalled when it came time to solicit individuals for gifts. Dianne Johnson, president of Endowment Builders LLC explains,“ They simply needed help organizing their volunteers and list and a confidence boost to get them out the door with a step-by-step action plan.”

HavenHouse provides affordable lodging, care, and support services for families travelling to St. Louis for medical care. More than half of the families served live in rural Missouri or eastern Illinois and the remainder have traveled from all 50 states and 31 foreign countries. HavenHouse can serve up to 100 guests nightly. With 7 full-time and a handful of part-time staff members, they cover all hours of the day and night, being available to families at a moment’s  notice.
With such demanding day-to-day needs, it was critical that the time dedicated to fundraising efforts paid off. Getting to that end, they knew solid process needed to be set in place. Johnson explains, “The focus of our effort was to gather what they already knew — basically an ‘information download’ — by talking with staff, board members and volunteers. Next, we needed to quickly implement a plan that would put HavenHouse confidently face-to-face with the identified prospects.”

This discovery phase included the classic L-A-I prospect research method outlined by Hank Rosso in his book, Achieving Excellence in Fundraising.
Johnson first helped HavenHouse narrow their prospect list by determining existing LINKAGE — the peer connections already in place that could connect or create a bridge between donor prospects and HavenHouse. “Rather than getting caught up in ‘I wish we could get so-and-so…, ’” urges Johnson, “go to people with whom you’re already connected.” The reach expands from there, as Sindel explains: “as a result of the process, training and visits with Endowment Builders, we helped several donors set up and introduce HavenHouse to their friends and corporate connections.”

With ABILITY, L-A-I’s second consideration, Johnson and Sindel’s team determined realistic ask levels, again, using past experience and group knowledge to direct this step. Knowing that seven out of ten adults are donors, they looked at various factors including each prospects’ past involvement with HavenHouse and other organizations. “The process with Endowment Builders helped us better identify our best prospects for funds and other needed resources, like Board members,” says HavenHouse Director of Community Relations, Jennifer Fishering. Sindel agrees, explaining that it helped her become “more bold about asking,” continuing, “It improved our comfort level with being in front of people and asking for money and resources. The actual doing and asking created more responses of ‘Yes, I can give this much.’”

HavenHouse and Endowment Builders also turned their attention to L-A-I’s third factor: INTEREST. The basic axiom that individuals give to organizations they understand and believe in provides the foundation for this factor. “It has to mentally stretch beyond that simple understanding though,” explains Johnson. “By nurturing long-term donor relationships through face-to-face meetings and active connection, organizations are far more likely to secure a donor’s interest in their cause.” To do so, the message must match the donor. This connection happens by making time to know and understand a prospect, then presenting your cause in a way that resonates with their interests and experiences. “As a result of this connection, we’ve seen an increase in donors’ willingness to give,” continues Johnson. “After all, connection builds commitment, and that commitment is often expressed through generous giving.”

Through the L-A-I process with Endowment Builders, HavenHouse realized that many resources already existing within their own organization. Fishering explains, “Our Board members are continuing to give at a higher level as a result of the mind set shift. They expect to give or help get, and this keeps them actively focused on HavenHouse’s needs.” The growing confidence of their team members has also led to positive results. Sindel recently asked a newly developed, high visibility contact to join the Board. “I would have been reluctant before,” she says, “but I just stepped up and asked, and it led to a positive result.”

With guidance from Endowment Builders, HavenHouse improved their fundraising program in just six months. Sindel smiles, “We are way ahead of last year’s financial goal.”

Download a copy of Endowment Builders’ Prospect Evaluation Worksheet, which incorporates principles discussed in this article. Or, contact us to discuss how you can quickly and effectively get face-to-face with your best donor prospects.