Foundation Funding:
New resources for CVB success

You can profit from this new opportunity for bureau funding— and surprisingly, it doesn’t take a lot of effort, energy or special expertise.

As I outlined recently at IACVB's Professional Development Institute in Kissimmee, you don't need to hire specialized staff positions, employ grant writers, or spend an inordinate time researching foundations to produce results for your destination.

Here's a step-by step process to make foundation support work for you.

Foundations and Bureaus

You may be surprised to know that there are more than 63,000 private and community foundations in the US today. And the list is growing-- even as I prepare this newsletter.

With little fanfare, a number of convention and visitor bureaus have confidentially learned to unlock the potential for funding support from some of these foundations—principally company-sponsored corporate foundations or community foundations that have a principle fund or endowment and make grants, primarily to other nonprofit organizations. Grants in the form of cash, goods and services have been made to numerous bureaus for such diverse needs as:

•  Hospitality and educational training
    programs
•  Cultural tourism promotion
•  Package tour development
•  Convention and sports marketing
•  Advertising
•  Visitor center development
•  Internet marketing support

And much, much more...

The initial challenge for bureaus is to understand the culture of foundations and match their funding mission interests with the objectives of the CVB.

Who gets Grants?

Grantmakers typically fund nonprofit organizations that qualify for public charity status under section 501 c (3) of the Internal Revenue Code (for purposes of: education, culture, arts, etc. So if you're a 501-C6, you'll need to develop a new C3—but don't worry; it's easier and less expensive than you think. And your board can even serve both agencies.

Your one-stop resource for grant success is the Foundation Center

Located in midtown of New York City, the Center's mission is to support and improve institutional philanthropy and help grantseekers succeed. That includes you and your bureau.

Several years ago, I spent the better part of a productive week at the Center to learn all about its vast resources for bureau potential, but you don't have to do that today.

Instead, a virtual tour of the Foundation Center's excellent website will open big doors for you, answer most of your questions and put you on the path to funding success.

First, I recommend that you download this newsletter and use it as a quick reference guide to exploring what the Foundation Center offers.

Next, go to the Center's website: www.FDNCenter.org . Here, you should click on the “Learning Lab”.

Find the “Orientation to Grantseeking” and you're on your way

Now, just download and copy the entire orientation program for non-profits. Some of the highlights will include:

•  Research tools and resources
•  How to establish a 501c3
•  Answers to most questions about  
   funding
•  How to create a list of foundation      
   prospects
•  How to write a proposal (there's even
   a two-part short course for you here)
•  How to submit your proposal

Matching Bureau needs to Foundations

Next, It's very important that you predetermine your CVB program interests and specific funding needs to the universe of potential foundations.

(Continued click here.)

To do that, you should select programs that are relatively short term (most grants are given for limited duration or start up programs).

Make sure that you can identify broad- based benefits that match the foundation from whom you seek support (such as community pride, job development, etc). Also, plan on including an evaluative mechanism to measure success.

The foundation center website also provides you with prospect worksheets for this work, and these should be printed for your future use, too.

This information will also help as you develop the positioning for your 501c3 foundation that is used to receive grants.

Next, you'll find important lists of foundations that may support your efforts. My initial recommendation is to purchase the Center's directory of the largest 10,000 foundations. The CD-ROM costs less than $200 dollars. What you'll find there is this detailed information on these foundations:

•  Who they gave grants to last year,
    the amount and purpose.
•  Members of their boards (you or your     board members may even know
    some of them)
•  How to submit your funding request
    (you'll be surprised at how many just
    ask for a simple initial letter).

Other recommendations

Let's say you're contemplating the development of an entry level, customer service-training program for your community.

To short-circuit the planning process, you may initially review the concept with potential service providers such as local colleges or universities.

Then ask them to submit a proposal complete with costs and benefits. Make sure it's a turnkey program to minimize the management efforts of your staff.

When the most successful proposal is received in response toyour RFP, all you need to do is produce a cover note, incorporate your nonprofit status particulars, including the mission statement, and submit this package to potential grant funders.

Building foundation Partnerships

Keep in mind that you must develop a strong partnership between the foundation and you as the donor agency.

You have the expertise to provide positive change in your community through tourism development—change that provides for human opportunities; visitor expenditures that translate to job opportunities and social change.

Foundations need to be convinced that your recommended work programs will provide an investment for the future.

Some final thoughts

One caveat: avoid the term “marketing” and focus instead on community need, social and economic benefits for residents and visitors alike—and particularly for the interests of the foundations you decide to approach.

Finally, as you begin the foundation funding process, be patient.

If you compare grant seeking to field and track running, experts say, it's more like a marathon than a sprint. So good luck on your preparation for the successful race ahead!

In the next issue:
CVB Performance Assessment—Beginning the step- by- step process to assure your success

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A self-assessment guide for successful marketing operations
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& Former Chairman, The Association of Travel Marketing Executives

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You can now access previous newsletters on a variety of marketing topics by visiting:
WWW.MMTOURISMMARKETING.COM