Effective Nonprofits

Enabling Board Members and Executive Directors to Increase the Effectiveness of Their Nonprofits

Effective nonprofits and those who lead them — board members and executive directors — require a clear understanding of nonprofit governance and managerial functions, which is a prerequisite for the preparation of informed plans and strategies, followed by capable and consistent execution.

Ron Wormser - Photo Courtesy of Robert Walch, The Salinas Californian After almost 50 years with nonprofits as an executive — and subsequently as a board member, executive coach, consultant and volunteer — it is time to share the lessons I’ve learned about how to govern and manage nonprofits for optimum effectiveness. Three types of resources are available:

Guides to Governance and Management Functions

The first guide, Informed Fundraising, answers the question, “What do I as a board member or executive director need to know about fundraising in order to help my nonprofit raise more money?” Future guides will cover other nonprofit functions, including governance and mission-focused strategic program and financial planning.

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Toolkits for Improving Functional Tasks

Boards and executive directors perform and share many functions. For each function, different tasks are required — for example, donor recognition is one task of fundraising. Toolkits include samples of how to implement different tasks and are accompanied by explanatory text.

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Available Assistance for Nonprofits

For those who would like my assistance with Informed Fundraising, toolkit materials, and governing or managing their nonprofits, three types of assistance — customized to the needs of each client — are available.

Learn More

Photo Courtesy of Robert Walch, The Salinas Californian

6 Prerequisites for Effective Nonprofits

1 An Informed and Engaged Board
2 Board and Executive Director Teamwork
3 Informed Fundraising
4 Mission-Driven Strategic Planning
5 Necessary Staffing and Other Resources
6 Consistent Monitoring of Results Fulfilling the Mission

About Ron Wormser

Ron grew up in West Virginia, where both of his parents regularly volunteered in community service organizations: his father primarily at a Veteran’s Hospital and his mother at the county hospital—influences which have shaped Ron’s life ever since.

Having also experienced the transformative effect of higher education as an undergraduate, and subsequently in graduate school, Ron began his career working at the Harvard Graduate School of Education in general administration and student financial aid. Within a few years, he had assumed executive roles as Associate Dean for finance, administration and fundraising.

He continued in a similar position with the State University of New York’s College at New Paltz, while also staffing the College Council, an advisory board appointed by the State Governor.

After being on a college campus continuously from 1961 to 1976, Ron wanted to further his work in higher education from a different perspective, and became Vice President of the Institute of International Education, headquartered in New York City with branch offices in the US and abroad.

At various times during his years with IIE, Ron was responsible for finance and administration, fundraising, and regional and overseas services. The latter involved administrative support services for a network of international agricultural research centers based mostly in developing countries. Throughout his 13 years, he was the primary liaison with and support for the Institute’s Board of Trustees and its committees.

Meanwhile an enjoyment of and interest in the performing arts led Ron to seek an opportunity to combine his educational and arts interests, and in 1989 became Vice President of The Curtis Institute of Music in Philadelphia. Curtis is a small conservatory with an international student body whose mission is to “educate and train exceptionally gifted young musicians for careers as performing artists at the highest professional level”. It confers both bachelor’s and masters’ degrees. His responsibilities included finance, administration, fundraising and board support for both the Institute and its associated Foundation.

Throughout his career, Ron was actively involved in the accreditation process of colleges and universities, both from an institution’s perspective and as a volunteer with different regional accreditation agencies serving on visiting teams to other institutions.

Ron and his wife Marian retired in 2007 and relocated to the Monterey Peninsula in California. Since retiring, he has continued his accreditation work and has been volunteering his time and sharing his expertise as a consultant, executive coach and board member mostly with community-based human services organizations on the Peninsula and in the Central Valley in and around Salinas, CA. He works both independently and in programs provided by the Community Foundation of Monterey County, Leadership of Monterey Peninsula and the Peninsula Chapter of the Stanford Graduate Business School’s Alumni Consulting Team.

View Ron’s Experience

Connect With Ron

Testimonials

Nancy DeSerpa, Board Chair, Housing Resource Center of Monterey County

Ron brought his vast knowledge, matter of fact approach and generous style to the table while working with our organization primarily on governance but also fundraising and other managerial functions. It was so easy to learn from this gentle yet highly skilled gentleman. I appreciated the time and words of wisdom he shared with us at every session.

Vera S. Baker, Co-Founder Children’s Chorus of Springfield (MA)

I connected with Ron in 2008 through the Kennedy Center’s Arts in Crisis program. At the time I had just retired from a leadership arts position in an urban public school district and became Co-Founder and Managing Director of a children’s chorus in that same city.

Transitioning from a public school setting where philosophies and procedures were dictated by a bureaucracy to managing a grass-roots arts non-profit where I defined philosophies and procedures was exciting, but overwhelming.

Enter Ron Wormser, who quickly became my personal mentor, advisor, and cheerleader. Ron painstakingly reviewed each draft document I sent him from strategic plans and marketing to budget presentations and non-profit operations and sent “right on target” responses within days.

He has my deep admiration and gratitude.

Anna Foglia, CEO Sun Street Centers; Former Core Leader of NAMC and Chair of Executive Committee

Ron Wormser is a successful consultant and supporter of nonprofit community services. I have volunteered with Ron for several years as a Core Leader on the Nonprofit Alliance of Monterey County (NAMC). I first met Ron as one of the advisors to our agency from the Stanford Alumni Group. This amazing group of retired professionals brings their skills to bear on small and midsize nonprofits, helping them with strategic recommendations for quality improvement. As a Core Leader for NAMC, Ron was a collaborator, often challenging norms and elevating the discussion, in order to best represent the interests of all 501c3 nonprofits in Monterey County.

Sharen Carey, Executive Director, Big Sur Health Center

With his wealth of experience and enthusiasm for successful outcomes, Ron provided expert guidance at a critical time in our organization’s fund development process. His keen insight and hands-on involvement provided the key elements that allowed us to make informed strategic decisions and move forward more effectively.”

Leila Emadin, Executive Director, Housing Resource Center of Monterey County

The guidance which you provided is helping HRC transform and develop into a stronger, more sustainable organization that will be able to provide services to our community for years to come.

I hope you know how much I personally, and Nancy, especially appreciate your attention to detail, your broad body of knowledge, and your patience. It has been such a pleasure working with you and we hope very much to have the opportunity to do so again in the future.

Iris Peppard, Executive Director, Everyone’s Harvest, Marina, CA

Thank you again for all your effort, time, wisdom, and insight!!! Thank you for your library of congress of information on nonprofits to move our board along. It has been a pleasure to work with you all. I am really excited to take this work to the board and start to implement it.

Dan Shapiro, Board Chair, Everyone’s Harvest, Marina, CA

That you genuinely and deeply cared about EH was evident throughout the project. That coupled with your experience and professionalism was a winning combination. I have learned much from you that has helped me not only in my EH role, but also in my new roles at CSUMB as we prepare to double the size of the campus.

David Zarko, for Producing Artistic Director, Electric Theatre Company, Scranton, PA

Oddly, the recession of 2008 didn’t really hit Scranton until late in 2009, but it served as a red flag to our theatre and its board, so when we heard about Kennedy Center’s Arts in Crisis Program, we signed up. As the producing artistic director of Electric Theatre Company in Scranton, PA, I applied and was paired with Ron Wormser who, as it happens, was a wonderful resource, guide, and sympathetic voice. He advised us on strategic planning, fundraising, and community relations, and it helped us to face the challenges of the next two and half years. However, in spite of his excellent advice, the recession eventually took its toll, and the Theatre closed in July 2011. Even though income fell steadily during the theatre’s last two years, our donor and audience numbers continued to grow, much of that thanks to Ron’s guidance.

Teresa Sullivan, Executive Director, Alliance on Aging

I had the pleasure of working with Ron Wormser in my role as a member of the Non-Profit Economic Impact Study Team. The study covered charitable nonprofits in Monterey County as a periodic assessment of the economic contribution of the County’s nonprofits to the wider community. Ron blends an astute academic perspective with an appreciation of the practical challenges faced by those of us in the non-profit community. As a project leader, he demonstrated great skill in project management and consensus building and accomplished both through excellent communication skills, persistent follow-up and self-deprecating humor. Ron is an inspired leader, a respected colleague and I look forward for an opportunity to work with him in the future.

Buy the eBook at Board Source

Informed Fundraising: An Introduction and Guide

An eBook for board members and executive directors of nonprofits and others wanting to learn about this critical function

Fundraising efforts that are well-conceived, well-planned, and well-executed maximize the opportunity for reaching fundraising goals, which is why we call it “informed fundraising.”

The purpose of Informed Fundraising – An Introduction and Guide is to educate board members and executive directors how to think about fundraising so they can make informed strategic fundraising decisions which increases the potential to raise the funds needed for their nonprofit.

Too many nonprofits are not successful in raising the money they want or need; smaller, community-based nonprofits are particularly challenged.

Why? Many nonprofits engage in reactive and unproductive efforts to raise money.

Reactive fundraising is the convergence of a nonprofit’s imperative to start or expand fundraising without its decision-makers having the requisite understanding of what fundraising is and what it takes to do it effectively.

In reactive fundraising, whatever ideas are put forward generally are approved and carried out as well as possible — yet almost always yield disappointing results.

In contrast, proactive fundraising — or what we call ‘informed fundraising’ — is when decision-makers acquire an understanding of the concepts of fundraising, including the components of fundraising strategies and plans and how to initiate and assess the plan’s execution.

Informed Fundraising includes text describing basic fundraising concepts, along with sample tools illustrating how to put the concepts to work. These tools are intended to not only illustrate the concepts but to be modified to meet each nonprofit’s particular needs and circumstances.

CHAPTER 2 – TWO TYPES OF FUNDRAISING

There are two distinct types of fundraising: one with a short-term focus on raising immediate cash, and one with a long-term focus on building relationships with ongoing supporters of the organization.

Understanding the distinction between short-term and long-term fundraising is important because

each has its own style, methodology, results, and costs
each nonprofit should decide which of the two will best meet its particular needs and circumstances.

The choice will have a significant impact on not only funds raised but also on how your nonprofit is perceived by its various stakeholders. The chosen type says much about the relationship your organization wants with its supporters.

How do the two differ?

View Full Excerpt

Chapter 2 – Two Types of Fundraising

Understanding the distinction between short-term and long-term fundraising is important because

each has its own style, methodology, results, and costs
each nonprofit should decide which of the two will best meet its particular needs and circumstances.

How do the two differ?

DISTINGUISHING TRAITS

	SHORT-TERM	LONG-TERM
Goal:	Immediate cash flow, e.g., one-time or infrequent asks [1]	Developing a steady stream of ongoing financial support
Focus	A focus on immediate cash flow; gift-centered	A focus on building relationships with supporters; donor-centered
Donor pool:	Large number of small givers; number of supporters	A range of donors, from small focus on to large with a large number of donors of small gifts at the base and a smaller number of donors of large gifts at the top
Donor traits:	Indistinguishable and frequently unknown	Identified and individualized
Visual:	A large, amorphous mass	A table of donors, with a large number of donors of small gifts at the bottom and a small number of donors of large gifts at the top
Style:	Immediacy of the ask	Donor cultivation over time
Solicitation:	En masse by mail, media, web,social media	Personalized
Results:	Many small gifts with some larger gifts	A gift table with a wide base of small donors supporting smaller numbersof increasingly larger donors
Costs:	Inexpensive; takes less time and less-senior level effort	Expensive; requires time andeffort of volunteers (board members and others), senior staff and support staff
Examples:	Crisis response to emergencies, such as natural disasters and mass appeals for needs,e.g., CARE, ASPCA	Recurring annual giving and campaigns to raise funds for endowments or capital spending, e.g., facilities

[1] In fundraising parlance, an “ask” is the act of soliciting (requesting, inviting, any form of asking for) a donation. “Please give generously” and “Please consider making a donation” are examples of asks.

Our focus in this guide is on the long-term development of relationships with donors. Why? Because we have learned that it is the approach that most strengthens nonprofits and best positions them for the future.

From Chapter 9 – Campaign Case Statement

While we recommend that a nonprofit develop and use a case statement for all of its fundraising as a fundamental articulation of why its mission is worthy of support, a campaign case statement plays an important role in the campaign process.

A campaign case statement is a more specific articulation of why campaign funds are being sought, how they will be used, and why they are imperative at this time. It serves as a campaign’s primary promotional tool. Depending upon the size of your nonprofit and scope of your fundraising programs, your campaign case statement can be as brief or as expansive as the needs and circumstances warrant.

The following worksheet is a tool for developing a case statement.

WORKSHEET #8
CASE STATEMENT CHECKLIST

The case statement document should contain the following elements:
1. An overall explanation of the need and importance of the campaign, including
  1. The strategic goals and particular objectives, the raison d’etre for the campaign
  2. The magnitude of the campaign – dollar goals
  3. A listing of each goal and objective with dollar goals for each
  4. Campaign time period (e.g. 3 years) with closing date, and deadlines for receipt of gifts as may be needed for particular goals or objectives
2. Naming opportunities and gift amount requirements
3. Recognition opportunities appropriate to gift size and wishes of donors, e.g.
  1. Announcements in media
  2. Public acknowledgement at an event
  3. Listing in nonprofit literature, hard-copy and on-line
  4. Signage
4. Acceptable formats for gifts, e.g.
  1. Case and cash pledges
  2. Marketable securities
  3. Planned gifts
  4. Tangible assets (land, art works, etc.)
5. Listing of campaign leadership
  1. Trustees
  2. Volunteer chair and committees
  3. Staff
6. Contact information
  1. Phone numbers
  2. Website
  3. Email addresses
  4. Mailing address
Related Decisions Needed from Campaign Team
1. Intended recipients of the case statement, e.g.
  1. Current donors
  2. Selected prospective donors
  3. Media
  4. Relevant other stakeholders, e.g. governmental officials, foundation executives, etc.
  5. Distribution guidelines for use by campaign team, board members and volunteers
2. The “marketing elements”, e.g. campaign name, prime selling ideas, logo
3. Talking points for use by campaign team, trustees and volunteers when discussing the campaign with others
4. Production of the case statement
  1. Who will be responsible for developing the content
  2. Who will be responsible for final content and production decisions, e.g. format (hard- or soft-copy and/or e-version), graphics, number of copies, etc.)
  3. Who will determine the budget, the maximum funds available for the project
  4. Who will decide the timetable for development and deadline for receipt of the finished product

I wish I had this book when I started my career in the non-profit sector 20 years ago. It’s a concise and thorough look at the principles and practices of successful fundraising—a “how to” with helpful worksheets and wisdom that obviously comes from experience—that will appeal to beginners and pros alike.

Robin McCrae
Chief Executive Officer, Community Human Resources

Informed Fundraising: An Introduction and Guide by Ron Wormser and Josiah Stevenson IV, proves to be an invaluable tool for new and seasoned fundraisers alike. The concise yet in-depth discussions and worksheets combine to provide a plan that can be molded and tailored to virtually any fundraising entity. For the agency just starting out the guide is a road map to achieving financial stability. Agencies with more experience will find it maximizes their capacity for growth.

Rob Rapp
Development Director, Community Human Services

No matter if you are a new board member or executive director or one who has been working with nonprofits for years, there’s material in this guide that will prove to be very useful in maximizing the effectiveness of any fundraising campaign.

The Californian (Full Review)

The best thing about Wormer & Stevenson’s book, Informed Fundraising, is that anyone can learn something from it. It is a great primer for beginners, but even for those like me who have worked in the field for decades, it is full of new insights. Especially valuable are the charts that can lead to greater objectivity the establishing of expectations, and much needed review of performance. For board members and staff trying to assess how to allocate responsibility among them, the book also provides great insights and suggestions. I heartily recommend it.

Dr. Thomas Wolf
Principal, WolfBrown and author of “How to Connect With Donors and Double the Money You Raise”

At BoardSource, we know that effectively engaging the board in fundraising is a challenge for many nonprofits. We also know that many organizations struggle to structure and communicate their fundraising strategies in a way that enables board members to add value. Informed Fundraising: An Introduction and Guide is an important first step for organizations that are building their fundraising programs. BoardSource was pleased to be able to work with the authors to publish this important new resource for nonprofit organizations. Based on the response that we have received since its release, it is clearly meeting a real need within the nonprofit sector.

Anne Wallestad
President and CEO of BoardSource

Toolkit

Tools for more effective nonprofit governance and management

Currently available task tools are shown below. New tools are continuously being added.

Mission-Driven Strategic Planning

The focus of MDSP is how best to fulfill the nonprofit’s mission under present and likely future circumstances. Mission Goals are complemented by strategies and program and financial plans to achieve the Plan’s objectives. While aspirational, at the conclusion of the process, there is a Plan, a road map that can and is intended to be used in a nonprofit’s ongoing work.

Unique Nonprofit Characteristics

UNC provides the lens through which to see how nonprofits differ from private sector enterprises. A clear perception of the unique characteristics of nonprofits and an understanding of their implications are prerequisites for informed and effective governance and management. A private sector lens produces a distorted view which typically results in misinformed expectations that rarely serve the nonprofit, its staff and mission well.

For more information about these Toolkits and other materials on different aspects of nonprofit governance and management, please contact Ron at [email protected].

Assistance

Workshops and consultation for groups and individuals

For those interested in assistance with their nonprofits, there are three options:

1 Workshops
2 Consultant Services
3 Ad Hoc Assistance

The content of each workshop and consultation will be developed in concert with each client to ensure that the interests and needs of each are addressed.

For more information or to discuss how best to meet your needs, please contact Ron at [email protected].

Workshops

Workshops are one-time events for a group of staff and/or board members from a single nonprofit or for participants from multiple organizations. The goal is to develop a clear understanding of effective fundraising, nonprofit governance and/or management

Consultant Services

Consultant services can be provided to guide an organization in how it can more effectively fundraise or understand and address nonprofit governance and/or management.

Pricing of Workshops / Consultancies

The fees for workshops and consultancies have been established based on two objectives: to be affordable and thus accessible rather than a barrier to access, and to be progressive so that the relative cost to each nonprofit, regardless of size, is roughly the same.

Fees are based on the average annual operating expenses for the three most recent fiscal years. For example, the hourly rate for an average annual expense of $75,000 would be $35, for an average annual expense of $150,000 the rate would be $75, and for an average annual expense of $300,000, $120.

Three-hour sessions are priced at 2.5 x the hourly rate.

Ad Hoc Assistance

For those who would like to be able to ask for assistance from time to time with specific questions, there are two options:

A package of 3 questions to be used within 6 months, the retainer for which is $150. Questions can be raised at any time. They should be submitted in email; and depending on the nature and complexity of the topic will be answered either in email or on the telephone (at a mutually convenient date and time).
A package for the number of questions or amount of time you may wish to reserve. Each package will be mutually agreed upon as will the amount of the retainer.

Retainers will need to be paid by check in advance and are non-refundable except in extraordinary circumstances.

Articles

More information on building effective nonprofits

BY RON WORMSER

Make Informed Fundraising Decisions

“Why does the world need yet another book on fundraising?”

I was asked this question by a friend who is a long-serving senior staff member of a community foundation. Throwing caution to the wind, I answered her question with another: “Do all the nonprofits in your community raise the money they need?” After a slight pause, she answered, “No, they don’t.” Read more

Exceptional Boards

IN THE PRESS

Ron Wormser provides expertise to nonprofit managers

Ron Wormser wants to do more than just help non-profits by volunteering his time. After spending four decades working for various nonprofits, Wormser and his wife decided to move to the Central Coast when he retired. Read more

The Californian

IN THE PRESS

Ron Wormser Wrote the Book on Nonprofit Fundraising – Literally

See article on page 25. View PDF

The Carmel Pine Cone

Contact Ron

Publicist

For publicity and speaking engagements, please contact:

Marci Bracco Cain
Chatterbox
(831) 747-7455
[email protected]

Ron’s Mailing List

If you wish to be notified of additions and/or changes to materials and commentary available from Ron, please send a request to be added to Ron’s mailing list.

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Send Ron a Message

To get in touch with Ron about all other inquiries, please use the contact form below, or email [email protected].

Effective Nonprofits

Increasing Impact

Effective Nonprofits

Effective Nonprofits

Increasing Impact

Effective Nonprofits

Enabling Board Members and Executive Directors to Increase the Effectiveness of Their Nonprofits

Guides to Governance and Management Functions

Toolkits for Improving Functional Tasks

Available Assistance for Nonprofits

About Ron Wormser

View Ron’s Experience

Connect With Ron

Informed Fundraising: An Introduction and Guide

An eBook for board members and executive directors of nonprofits and others wanting to learn about this critical function

Toolkit

Tools for more effective nonprofit governance and management

Mission-Driven Strategic Planning

Unique Nonprofit Characteristics

Assistance

Workshops and consultation for groups and individuals

Workshops

Consultant Services

Pricing of Workshops / Consultancies

Ad Hoc Assistance

Articles

More information on building effective nonprofits

BY RON WORMSER

Make Informed Fundraising Decisions

IN THE PRESS

Ron Wormser provides expertise to nonprofit managers

IN THE PRESS

Ron Wormser Wrote the Book on Nonprofit Fundraising – Literally

Contact Ron

Publicist

Ron’s Mailing List

Send Ron a Message