You make a living by what you get. You make a life by what you give.
- Winston Churchill

Donors don't give to institutions. They invest in ideas and people in whom they believe.
- G.T. Smith

When you decided to register for AIDS/LifeCycle, you committed to reach out to others to raise funds for critical programs to end HIV and to raise awareness about HIV and AIDS.  Like training to ride, fundraising can be learned and the Cyclist Representatives and Roadie Coordinator are available to work with you so you can meet your goals.

The first step is, as with everything, just getting started.  Set your fundraising goal high—your family, friends and colleagues will be inspired by both the physical and fundraising challenges you set for yourself.  We encourage everyone to set a goal of at least $5,000!  Go for it—we know you can do it!  Letting donors know what the minimum is and what YOUR personal goal is will impress them with your commitment and motivate them to give more.

We encourage everyone to attend a Fundraising Workshop. Check the ALC Calendar or call your Cyclist Representative or Roadie Coordinator for a schedule of workshops. These workshops will help you develop an effective fundraising plan. You may also call and have an individual consultation on the phone.

Your fundraising plan should include these 5 steps:

1. Identify your potential supporters
2. Determine what interests your potential supporters
3. Engage your potential supporters
4. Ask everyone for their financial support and follow up with appeals to those who don't respond
5. Thank and report back to your donors

1.  Identify your potential supporters.  The 80-20 rule applies here!  You may have heard the saying that 80% of the work is done by 20% of the people.  In fundraising, 80% of the funding often comes from 20% of the donors. 

To find your 20%, the first step here is to make a list of everyone you know. This means everyone you know presently and everyone you have known since childhood. Don't limit the list to friends and family, but add everyone you know, including everyone in your online social networks, the person who delivers mail to you, colleagues that you work with, acquaintances you might have lost touch with or only see sporadically. Compile the list into categories.  Who are your friends and colleagues who could make the largest gifts to you?  Who are your friends and colleagues who will make a more modest gift? Don't forget that many people can give larger gifts through our monthly payment option. 

Start with the prospective donors with the highest capacity and you'll soon see success.  Others will be motivated and encouraged to join your winning efforts.  Success breeds success.  Continue to update your list throughout your fundraising as you meet new people and discover others you'd forgotten.

2.  Determine what interests your potential supporters.  After you've identified your prospects, think about what interests them, what they may already know about HIV and what they may already know about AIDS/LifeCycle.  Do they already have a connection to HIV and AIDS?  Are they generally interested in health issues?  Do they know other people who have participated in AIDS/LifeCycle?  Have they ever participated in a fundraising event like this?  Or do they know very little about HIV and this event? Finally, will giving to the event because it's you who is asking, be their primary reason for giving? If they know that this is important to you, they are more likely to give an important gift to your efforts.
 
3.  Engage your potential supporters –BEFORE YOU ASK THEM FOR A GIFT.  Start early and talk with everyone you know and see everyday about your participation in AIDS/LifeCycle.  Talk, talk, talk. Tell everyone you know that you have ambitious goals:  fundraising  and riding a bicycle 545 miles to help fund programs for people with HIV and AIDS. If you are a Roadie raising money, set your goal, and tell them that you are not required to raise money, but this issue is so important to you that you have decided you must raise money for HIV/AIDS.

Remember to be passionate and informed about why you're doing this. Memorize a few key facts about the beneficiary you are fundraising for, and some of the work they do, and make yourself familiar with the current state of the HIV/AIDS pandemic, particularly in your community. You'll find information by visiting the website of the San Francisco AIDS Foundation or the L.A. Gay & Lesbian Center.

There are so many very good reasons for what you're doing, and you should share them with your prospective donors. A great resource for you to learn more about the services of our organizations is to call your Cyclist Representative or Roadie Coordinator.  They will also be sending you periodic updates and more information on HIV programs and services that you can incorporate into your conversations and letters.  The more confidently you can discuss where a donor's money will go, the more confident that donor will feel in making a larger donation.

Tell everyone you know. Tell everyone you don't know. Just tell everyone.

And listen, listen, listen.  How much does the person already know?  What's their reaction?  If they're enthusiastic (you'll find most people are!), ask if you can send them more information about ALC and donating.  Some may tell you right away that they'll be happy to support you.

Be prepared. Always carry a card with information about how people can give online and your AIDS/LifeCycle donation forms, pledge letters and pre-addressed envelopes. Some people label the back of their business cards or their email signatures with their ALC webpage.  Always strike while the iron is hot!

4. Now you're ready to Ask. Ask. Ask. Ask. Ask. Ask. Ask. Ask. Ask. Ask. And then ask some more!  You can ask in person, by email, letter or phone.  It depends on the person you're contacting.  Whatever the format, it's important to let people know why you're doing this, why it's important to you and how they can support you.   If you're asking someone you haven't talked with in person, let your passion shine through and if you can, include a picture of you and your bike or use the fundraising resources available in your Participant Center.

The most successful fundraising appeals ask the prospective donor for a specific amount—particularly for those with great potential (ask them for $1,000 or more).  If you're a veteran Cyclist or Roadie, look at what people have given you in the past and ask them to increase by 25% or more.  Don't be worried that you're asking people for too much money. If they can't donate as much as you have asked for they will tell you.  Remember, you're not asking people to fund your next car payment or Hawaiian vacation. You're asking for money to help provide services to people living with HIV/AIDS and to prevent the spread of HIV. The San Francisco AIDS Foundation and the L.A. Gay & Lesbian Center depend on these funds to deliver the best possible HIV/AIDS-related programs to those who need them.

You're putting yourself on the line. You are the one with the passion and determination to make a difference. You are the one riding 545 miles on a bike or working hard all week as a Roadie. You are the one that is sacrificing your time to train to ride those 545 miles. You are simply asking your prospective donors to help. You are, in effect, creating a team of people who care about this disease. You will do all the sweating and they will be with you in spirit. Your adventures will become their adventures if you ask for their support and continue to keep them engaged in the months to come (more about that later).

Don't ever be apologetic about asking for money. After all, you are making a huge commitment. People will recognize that commitment. Most people will look at you with awe when you tell them what you are doing, or they will think that you are nuts.  Either way you have made an impression on them with your goals. Remember, most of us have the "dreamer" inside. We dream about doing incredible things, but in reality those things usually stay dreams. YOU are acting on your dreams. Those around you might call you crazy, but in most cases they are just a little (or a lot) envious. So when you ask, be straightforward. State your case, let them know what you are doing and why, let them know what your goal is and then ask them for a pre-determined amount (and don't forget to tell your donors about the monthly payment option). Once you are finished, don't say anything, just look them in the eye and let them answer. This can be difficult; most of us want to ask and then follow up with, "If you can't, I understand, it is a lot of money." That follow up will likely lose you donations or, at the very least, lower the donation. So practice your ask before you make it. People will surprise you. You will find that most will say yes, I want to help you.

NOTE: Americans give billions of dollars each year to charity and not through big companies as you might think. 95% is given by individual donors like your friends, loved ones and co-workers.

And follow up. Chances are you won't reach your fundraising goal with your first batch of asks, letters or emails. Your friends and family may have every intention of donating, but when they put your letter aside to come back to, it falls to the bottom of their stack of bills (or the bottom of their inbox). If you don't follow up with them, they'll probably figure you've reached your goal and don't need their support. So, it's crucial that you follow up with people. It may take two, or three, or more reminders, so be persistent (in a nice way, of course!). Training updates are a great way to gently remind people of your commitment, and that you still need their support. Blog about your progress on your webpage and let them know when you've updated it.

5. The magic words.  Of course you'll say please when asking for donations, but don't forget to thank your sponsors, too. In person thanks are best and always appreciated—a phone call to say thanks works too if you won't be seeing them soon.  And send them a simple note or a photo of you wearing your AIDS/LifeCycle t-shirt on your bike, or an update on your training progress.  Make your donors a part of your AIDS/LifeCycle experience, and they'll feel even better about the part they're playing in helping you to help those living with HIV and AIDS.

Continue to communicate with your donors throughout your training, let them know about the Experience the Event webpage (blogs and photos on the ALC website from May 31-June 6, 2009) and be sure to write to them (again by email or letter) after you complete AIDS/LifeCycle.  Let them know how successful the event was, what you experienced and, again, thank them for their support.  One successful Cyclist invites his donors to his home after the event to thank them and show them his photos, many others buy their donors token gifts that have meaning and deliver them personally.  There are millions of ways to thank your donors and keep them involved.  Be creative!

I don't know what your destiny will be, but one thing I do know: the only ones among you who will be really happy are those who have sought and found how to serve.
- Albert Schweitzer