altitude fundraising program: the hero’s guide to raising seed3/we… · donor table 101 seed...
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Altitude Fundraising Program: The Hero’s Guide to Raising Seed
Funds
Week Three – The Market
Who is going to give?
Learning Objectives:
1. Create a donor table
2. Develop ideal donor profile
3. Create a working donor tree
Different Audiences for Different Strategies
Annual Giving• Large base, small donations
• Direct response-focused
• Online giving; direct mail; DRTV; crowdfunding
Annual Giving• Large base, small donations
• Direct response-focused
• Online giving; direct mail; DRTV; crowdfunding
Events•Pay-to-play events•Grassroots: walks, races, pub-crawls, etc.•Black-tie: galas, auctions, art galleries
Events•Pay-to-play events•Grassroots: walks, races, pub-crawls, etc.•Black-tie: galas, auctions, art galleries
Major Giving•Personally cultivated •Direct-request•Transformational gifts
Major Giving•Personally cultivated •Direct-request•Transformational gifts
Organizational Giving• Grant-makers• Cause marketing partnerships
• Corporate sponsorships
Organizational Giving• Grant-makers• Cause marketing partnerships
• Corporate sponsorships
Different Audiences for Different Strategies
Annual Giving• Large base, small donations
• Direct response-focused
• Online giving; direct mail; DRTV; crowdfunding
Annual Giving• Large base, small donations
• Direct response-focused
• Online giving; direct mail; DRTV; crowdfunding
Events•Pay-to-play events•Grassroots: walks, races, pub-crawls, etc.•Black-tie: galas, auctions, art galleries
Events•Pay-to-play events•Grassroots: walks, races, pub-crawls, etc.•Black-tie: galas, auctions, art galleries
Major Giving•Personally cultivated •Direct-request•Transformational gifts
Major Giving•Personally cultivated •Direct-request•Transformational gifts
Organizational Giving• Grant-makers• Cause marketing partnerships
• Corporate sponsorships
Organizational Giving• Grant-makers• Cause marketing partnerships
• Corporate sponsorships
Donor Table 101
Seed Leaders 2016 Donor Table
# of Gifts Gift Amount# of
Prospects # of Asks Total Giving
1 $25,000.00 5 2 $25,000.00
2 $10,000.00 10 4 $20,000.00
4 $5,000.00 20 8 $20,000.00
8 $2,500.00 24 16 $20,000.00
15 $1,000.00 45 30 $15,000.00
31 104 30 $100,000
Donor Prospecting
Capacity Propensity Identified Major Gift Prospect
Donor Prospecting
Capacity
Criteria:• Capable of making a single gift of
$5,000+
Wealth Indicators:• Real estate records • Zip codes• Registered purchases (Airplanes,
Boats)• Executives at publicly traded
companies• Existence of family foundation
Donor Prospecting
Capacity
Research Tools• County assessor’s website• Zip code demographics (esri.com)• Publicly traded executives
(salary.com; bloomberg.com; SEC)• Foundation Center; Charity Navigator;
Guidestar
Donor Prospecting
Propensity
Criteria:• Demonstrated philanthropy at the
$5,000+ level• Demonstrated philanthropy to similar
causes
Propensity Indicators:• Gifts made to political parties and
campaigns (public)• Gifts made to alma mater• Gifts made to top 10 similar
organizations• Named sponsorships in the
community
Donor Prospecting
Propensity
Research tools:• Federal Election Commission
(fec.gov)• Alma mater donor listings• Annual reports• Community sponsorships (zoos,
museums, art galleries, parks, historical buildings, etc.)
Donor Tree
Creating a Donor Tree
1st Degree Major Donor Prospects
1st Degree Major Donor Prospects
Connectors, Movers and
Shakers
Connectors, Movers and
ShakersIdentified Major Gift
Prospects
Creating a Donor Tree
•Individuals meeting capacity/propensity criteria
1st Degree Donor Prospects
1st Degree Donor Prospects
•Individuals capable of introducing you to 5 or more major gift prospects ($5,000+)
ConnectorsConnectors
Creating a Donor Tree
Step by Step Process:
1. Create a list of all major gift prospects you currently know 2. Create a second list of all connectors, as defined in the prior slide3. Sort these lists by “strongest relationship”4. Choose top 10 donors and move to a separate list5. Choose top 3 connectors and move to a separate list
This Week’s Homework
Complete the 2016-2017 donor table spreadsheetComplete the 2016-2017 donor table spreadsheet
Complete the list of known major gift prospects
Complete the list of known major gift prospects
Complete the connectors listComplete the connectors list