Biophilic Fundraising Strategy
Let’s bring the ‘Fun’ in Fundraising :)
The Challenge: Transforming BI's Financial Future
Facing a critical challenge, The Biophilic Institute (BI) was heavily reliant on summit ticket sales for 80% of its funding, making financial stability precarious. With only one corporate sponsor and occasional grants, we knew something had to change.
Who We Are and Our Mission
We are a team of 19 service designers collaborating with The Biophilic Institute (BI), a non-profit dedicated to fostering the biophilic movement by connecting professionals, thought leaders, and passionate individuals. Together, we strive to build a stronger network to champion the cause of the natural world.
What We Set Out to Do: Exploring Fundraising Strategies
Our small team of three decided to focus on expanding BI’s fundraising efforts. We dove into strategies that could enhance BI's financial stability and overall impact. We collaborated on every aspect, from Summit Expansion to Donation and Membership Models, to create a sustainable plan.
The Big Challenge: Diversifying BI's Funding Sources
BI has been heavily reliant on its Summit ticket sales (80% of its funding), with only one corporate sponsor and occasional grants. This posed a challenge:
How might we identify appropriate sources of funding for the Institute and strategize to procure and secure funds from these channels?
Where are we now?
Current Funding Sources:
Our Game Plan: Diversifying Beyond Current Sources
To diversify BI’s funding sources beyond the Summit, we identified and mapped opportunities on an effort-value matrix.
We decided to focus on the following areas:
How Can We Make the Summit Even Better?
Our team of three divided the tasks, with each member focusing on a specific area. I took the lead on Summit Expansion, while we collaborated on Donation and Membership together.
Year 1
Tiered Ticket Pricing & Bundle Deals: Making It Affordable for Everyone
Current Situation:
The ticket cost is high, limiting accessibility.
Why This Matters:
We want to attract a more diverse audience.
Our Plan
We decided to introduce tiered pricing with free or reduced-cost tickets for students and young professionals. This includes a free/basic tier, mid-tier for students, and premium tier for experienced professionals.
Who Benefits:
Emily, a college student passionate about sustainability but with a limited budget.
Divina, a young architect seeking exposure to new ideas.
Internal Engagement:
We engaged educational institutions and professional organizations and used social media to sell tickets to the summit.
Metrics:
Track number of tickets sold at each tier & demographic breakdown of attendees.
Risk Management:
Monitor ticket sales closely and be prepared to offer group discounts or early bird specials if initial sales are low.
By enhancing accessibility, we foster a diverse community and promote BI’s mission, leading to increased ticket sales, memberships, and volunteer engagement.
Livestream, Virtual Tickets, Global Reach: Bringing the Summit to You
Current Situation:
The physical location limits attendance.
Why This Matters:
Virtual tickets can expand the reach of the conference.
Our Plan
Offer livestreams and virtual tickets to make the summit accessible globally.
Who Benefits:
Raj, an environmental consultant in India, who cannot travel to Atlanta.
Internal Engagement:
Partner with international organizations and social media platforms to promote virtual attendance.
Metrics:
Measure # of virtual tickets sold & geographic distribution of virtual attendees.
Risk Management:
Enhance the virtual experience with interactive elements or upload recorded material to a paid membership platform if initial engagement is low.
By expanding our virtual reach, we support BI’s global mission and attract additional virtual attendees, thus boosting funds.
Ticket Donation Program: Giving Back to the Community
Current Situation:
No gifting or donation of tickets, high costs land heavily on individual attendees.
Why This Matters:
Some potential attendees can’t afford tickets. A ticket donation program can help.
Our Plan
Implement a program where companies and individuals can donate tickets in exchange for promotion on our socials or a mention in conference materials.
Who Benefits:
Maria, a young professional who received a donated ticket & became a volunteer.
‘Sustainable company’ received visibility from BI’s socials.
Internal Engagement:
Collaborate with companies and organizations interested in sustainability to support the ticket donation program and promote them on social media.
Metrics:
Track the number of donated tickets & the engagement levels of recipients.
Risk Management:
Partner with more organizations to sponsor tickets or run targeted fundraising campaigns if initial donations are insufficient.
This program improves accessibility for those facing financial constraints, engages volunteers, and strengthens the community, aiding BI’s mission and summit success.
Promotional Graphics & Sponsor Advertising: Making Sponsors Happy
Current Situation:
Limited sponsor visibility hinders CSR engagement.
Why This Matters:
Sponsors need visibility to justify their investment.
Our Plan
Develop promotional graphics and advertising opportunities for sponsors in exchange for donations.
Who Benefits:
John is a marketing manager at a sustainability-focused company.
Internal Engagement:
Communicate with sponsors to understand their needs and expectations and customize the plan accordingly.
Metrics:
Measure the number of new sponsors acquired and sponsor satisfaction levels.
Risk Management:
Offer more personalized sponsorship packages or additional perks if sponsor interest is low.
By boosting sponsor engagement and visibility, we attract CSR sponsorships from aligned companies, supporting our initiatives and enhancing promotion.
Product Offerings & Sales Revenue Boost: More Than Just a Summit
Current Situation:
The summit currently offers book sales as product offerings.
Why This Matters:
Limited product offerings at the summit.
Our Plan
Introduce new merchandise and educational materials for sale.
Who Benefits:
Sarah, a professional looking for educational resources on biophilic design.
Internal Engagement:
Engage with attendees and community members to identify desired products and materials to be planned for the next summit and procure them.
Metrics:
Track sales revenue from new products.
Risk Management:
Consider bundling products or offering limited edition items if initial sales are low.
By offering biophilic-aligned products, we enrich the summit experience and create additional revenue streams, meeting community needs.
BI Excellence Award Ceremony: Celebrating Our Heroes
Current Situation:
Limited income sources, current focus on summits and sponsorships.
Why This Matters:
Recognition can motivate and attract a new audience interested in sustainability or BI's mission and enhance BI’s prestige.
Our Plan
Introduce the BI Excellence Award to recognize contributions to biophilic design.
Who Benefits:
Dr. Lee, a professor whose work in biophilic design is recognized.
Internal Engagement:
Involve community leaders and industry experts in nomination & selection process.
Metrics:
Measure the number of nominations and the impact on community engagement.
Risk Management:
Increase promotion or offer incentives for participation if initial interest is low.
By recognizing contributions in biophilia, we boost BI’s credibility and reputation, honoring those dedicated to the natural world.
Global Multi-Location Summits: Taking BI Worldwide
Current Situation:
BI currently hosts summit only in one location - Serenbe, Atlanta.
Why This Matters:
Restricting the summit to one location & language limits global reach. To truly globalize, we need to make it accessible across time zones, languages, & cultures.
Our Plan
Expand the summit globally by scheduling sessions across major time zones, offering virtual participation, providing multilingual support, featuring diverse speakers, and partnering with international organizations to create regional hubs and discussions.
Who Benefits:
Ahmed, an architect in Dubai interested in attending the summit.
Li Wei in China can engage with content in Mandarin.
Internal Engagement:
Collaborate with global partners, organizations, and language experts to host and promote an accessible summit worldwide.
Metrics:
Track global attendance, engagement across time zones and languages, participant diversity, and feedback on content and language accessibility.
Risk Management:
If global engagement is initially low, we'll enhance marketing in targeted regions, adjust schedules based on feedback, or offer session recordings with subtitles.
By ensuring global accessibility through time zone compatibility and language inclusivity, we advance BI’s mission and engage diverse, worldwide perspectives.
Measuring Success: The Summit Net Promoter Score (NPS)
Happy attendees equal positive word-of-mouth and increased attendance. We'll use the Summit NPS to measure satisfaction and gather feedback to improve future conferences, ensuring we continue to fulfill BI's mission effectively.
How can we increase revenue through membership and donations?
Since our members overlap across summit, CSR, and research areas, we collaborated to develop a comprehensive membership and donation model.
Although we initially proposed a membership bundle, the board decided to focus on individual memberships due to the specific needs of our current and potential members.
Benefits:
Participants contribute a small monthly amount, receiving tax advantages but no additional benefits.
Why it works:
This is our first step towards establishing CSR funding. It allows companies to start contributing in a manageable way while we build more robust CSR funding mechanisms. This aligns with BI's mission by enabling more organizations to support our cause.
Individual Membership Model:
This model is tailored to the current and potential involvement of individuals through research, and summit activities. It encourages active participation and provides access to valuable resources and opportunities.
Benefits:
Access to BI’s growing library and case studies.
Discounted entry to the Summit.
A platform for influencing discussions on biophilic design.
Why it works:
Academics are deeply involved in research and education. Providing them with resources and a platform to share their insights fosters a collaborative environment that advances the field of biophilic design.
Benefits:
Opportunities for networking and project collaborations.
Enhancing professional credentials through BI’s community.
Why it works:
Professionals benefit from networking and collaboration opportunities, which can lead to new projects and career advancements. This membership supports their professional growth while contributing to the community’s collective knowledge and expertise.
Benefits:
Access to educational resources.
Summit discounts.
Opportunities for academic and professional growth.
Why it works:
Students are the future of our field. Supporting their education and early career development helps cultivate the next generation of leaders in biophilic design, ensuring the longevity of BI's mission.
Five-Year Implementation Plan
Conclusion: Bringing BI to the Next Level
By implementing these strategies, we believe BI can diversify its revenue streams, increase global engagement, and ensure sustainable growth. Each solution is designed to cater to different personas, making fundraising more inclusive, accessible, and effective. Importantly, by making the summit more accessible, we not only further BI's mission but also boost ticket sales, convert attendees into members, and attract future volunteers—enhancing both our community and financial stability.
Key Learnings: Skills Gained from This Project
User-Centered Design
Crafting solutions like tiered ticket pricing and donation programs deepened my empathy for users, ensuring inclusivity and accessibility for a diverse audience.
Collaboration & Communication
Leading my fundraising team and collaborating with 19 designers refined my teamwork and communication skills, aligning diverse perspectives for a unified strategy.
Problem-Solving & Flexibility
Overcoming BI's funding challenges boosted my adaptability and innovative thinking, allowing me to respond swiftly and creatively to evolving needs.
Data-Driven Decision Making
Setting measurable goals, like tracking ticket sales and engagement, provided practical experience in applying analytics to strategic decisions.
Strategic Vision
Crafting strategies with both immediate and long-term goals taught me to balance short-term successes with sustainable growth.
Personal Growth
These experiences equipped me with the skills to address complex challenges and drive meaningful impact in future design projects.
Let's innovate together!
Join me in creating wonders.
