Building A Successful Major Gifts Program - PowerPoint Presentation

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Building A Successful Major Gifts Program

Jamie

Phillippe

, CFRE

Non-

P

rofit Executive Program

University of Notre Dame

November 8, 2012Slide2

LEARNING OBJECTIVES

Participants will learn how to:

Utilize the “cycle of donor relations”

Create a cultivation planCreate solicitation strategies based on donor motivationConduct a face to face solicitationMaximize gift results

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Difference Between Annual Gifts and Major Gifts

Annual Gift

Major Gift

Given each year and can range from $10 to $1,000

Often given as a one-time commitment of significant resources

Given from current income

Given from capital assets- appreciated which save on capital gains taxMotivated essentially from “general loyalty” to institution and often unrestrictedStimulated by donor’s interest in a specific program and therefore often restricted

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Difference Between Annual Gifts and

Major Gifts (cont.)

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Annual Gift

Major Gift

Solicited on a cyclical basis, against a short-term deadline and process is repeated each yearTimetable dictated in part by donor’s financial circumstances and therefore has a wide time rangeVolunteers handle many more prospects at a time and often “close the deal” on their ownVolunteers work on one or two prospects at a time, supported by a wide range of institutional resources: CEO, chief fundraiser; etc.Made out of interest & involvementMade out of deep commitmentSlide5

Key Points to Remember in Major Gift Work

Average length of time to get a "cold" prospect to the point of making the gift they are capable of making is ________.

People make major gifts out of a sense of engagement and involvement.People give for emotional reasons - later they find the rationale to support their emotions.

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Key Points to Remember in Major Gift Work (cont.)

Do not talk about the needs of your organization - instead talk about the need in society and how your organization addresses that need or problem.

Listen to the donor's needs and interests.

Talk the language of the prospects, rather than institutional or programmatic jargon.

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CYCLE OF DONOR RELATIONS

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Identification Research

Cultivation

Solicitation

Acknowledgement

StewardshipSlide8

CULTIVATION

Cultivation is the process by which you involve and engage the prospect in your organization and its mission to the point that they want to make a significant investment.

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Brainstorm cultivation opportunities

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The Five I’s of Fund Raising

Before making a major gift to a campaign, each

prospect passes through five phases of interest.

“Cultivation” is the process by which prospects are

led through the phases.

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Identified

:

First, the constituent is identified as a donor

prospect. For a major donor prospect, those leading the campaign should learn about the

prospect’s gift potential, level of interest, contacts

among other constituents, etc.

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Informed

:

Once identified as a prospect, the individual

must be fully informed of the organization’s distinctiveness, place in the community, history

of success and funding needs. This takes place

through repeated personal visits from the

President and volunteers, informative special events and publications such as mailings, newsletters and fact sheets.12Slide13

Interested:

Once informed, prospects are then helped to

decide that the project is important to them.

When the prospect begins to react to the information he/she has received--asking

questions, making comments, offering

suggestions--it is clear that he/she is ready to be

involved in the fund raising program.13Slide14

Involved:

Interested prospects are invited to take some

action in support of the fund raising effort. By

attending a meeting, making some calls, giving

input on the project, co-hosting a social

gathering, joining a committee, agreeing to help

solicit, etc., the prospect signals that he/she is personally committed to the success of the organization.14Slide15

Invested:

After a prospect is clearly committed to the

project, then he/she should be asked to invest

financial support. If the prospect has really

passed through all of the phases, then he/she

will participate financially to the limit of his/her

potential and interest. If the prospect is rushed through the process, the gift is bound to be smaller than it might have been.15Slide16

CYCLE OF DONOR RELATIONS

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Identification Research

Cultivation

Solicitation

Acknowledgement

StewardshipSlide17

Best to have a team of two solicitors

Determine in advance which of the two solicitors will ASK FOR THE GIFT

Have a specific dollar amount in mind

Helpful words to use:"consider"

"join me"

The Ask may be either in the form of a question or a statement

Be quiet after the Ask!!!!17Slide18

Be prepared with a

fall-back

position, just in case

Do NOT leave pledge cardVerbally outline next stepsClose meeting graciouslySend "thank you note" for their time and consideration, even if they have not yet given you their answer

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The Solicitation Visit

Set the meeting

Prepare for the meeting

The meetingOpeningThe presentation

Questions and comments

Move to the prospect specific

The “ask”Prospect reactionsEstablish next stepsFollow-upSystems20Slide21

Closing the Solicitation

Follow-up as agreed upon in meeting

Keep to the time frame

Send letter acknowledging their pledgeEnclose pledge card and return envelope with acknowledgment

Inform other solicitors of results

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CYCLE OF DONOR RELATIONS

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Identification Research

Cultivation

Solicitation

Acknowledgement

StewardshipSlide23

Post-Solicitation Follow-Up

Continue to steward the relationship

Insures fulfillment of pledge

Will lead the donor to give again in future years

Always easier to retain existing donors than to acquire new donors

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STEWARDSHIP

Acknowledgement

Fulfillment of obligation

ReportingRecognition

Cultivation

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CYCLE OF DONOR RELATIONS

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Identification Research

Cultivation

Solicitation

Acknowledgement

StewardshipSlide26

The Seven Faces Of Philanthropy

By Russ Prince and Karen File

THE ALTRUIST:

Doing Good Feels RightTHE REPAYER:

Doing Good in Return

THE DYNAST: Doing Good is a Family Tradition26Slide27

The Seven Faces of Philanthropy (cont.)

THE COMMUNITARIANS:

Doing Good Makes Good SenseTHE INVESTOR:Doing Good is Good Business

THE SOCIALITE:

Doing Good is Fun

THE DEVOUT:Going Good is God’s Will27Slide28

The Seven Face of PhilanthropySlide29

LEARNING OBJECTIVES

Participants will learn how to:

Utilize the “cycle of donor relations”

Create a cultivation planCreate solicitation strategies based on donor motivationConduct a face to face solicitationMaximize gift results

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