10 ways to re-energize your major gifts program
Post on 25-Feb-2016
33 Views
Preview:
DESCRIPTION
TRANSCRIPT
Consultants in Advancement Planning, Fundraising, Marketing Communications and Executive Search
10 Ways to Re-energize Your
Major Gifts ProgramMid Valley Development Professionals
Tom WilsonDecember 8, 2011
1) Classical musician, conductor & teacher2) 30 years of encouraging donors & nonprofits3) Weblog – 4) Certified trainer Peter F. Drucker
The 5 Most Important Questions5) Started fundraising career in
major gifts running a capital campaign
Tom WilsonTrusted Advisor & Coach
2
3
Winning GiftsMake Your Donors Feel Like Winners
Wiley & Sons 2008
I. A Winning Gift for Your Donor1) People Centered Fundraising2) Donor Values3) Listen
II. Winning Gifts for Your Organization4) Make Your Case 5) The Win Win Ask6) After Winning the Gift
4
The art & science of major gift fundraising
1) The art EQ, emotional intelligence
a) Keep people centeredb) Use your emotional intelligence ethicallyc) Ensure you’re deep listener & observer
2) The science IQ intelligence quotient
a) Track moves with prospective donorsb) Research, contact reports, strategy memosc) Set priorities, measure results
$22,700,000,000, 7%
$41,200,000,000, 13%$14,500,000,000, 5%
$229,300,000,000, 75%
Giving U.S.A. Foundation2010 Sources of Giving
Nearly $290 Billion
33% of individual giving directed to religion10% of individual giving to foundations & advised funds
Individuals75%
Foundations 13%
Bequests8%
Corporations4%
10 Ways to Re-energize Your Major Gifts Program
#1 – Spend 80% of your time where 80% of your money comes from# 2 – Use special events strategically#3 – Utilize your senior management team#4 – Help every board member play a role
#5 – Create a donor community#6 – Never lose a donor#7 – Make your case#8 – Measure#9 – Meet your donors F2F#10 – Be a fearless, gentle asker
6
Define what a major gift is for your organization
Run a frequency distribution of annual giving
Follow Pareto’s rule 80% of activity comes from 20%
of the people
Where is your critical mass of major gifts? For many organizations $1,000 is the right level For major universities – $10,000 For small communities – $500
7
Current annual giving table$125,000 a year
8
Gifts by Level - 7/10-6/11 (Excl. Pharmacist CE)
# of Gifts >$25,000 0 $10,000<$24,999 0 $5,000<$9,999 17 $2,500<$4,999 4 $1,000<$2,499 9 $500<$999 7 $250<$499 13 <$250 141*
*Avg gift = $63
Proposed annual giving table$500,000 a year
9
# of Gifts Size of # of ProspectsRequired Gifts Needed
16 1 $50,000 5lead gifts 3 $25,000 15
12 $10,000 6019 $5,000 9524 $2,500 120
Gift Club 100 $1,000 500Many Many up to $1,000
Total 158 $500,000 795
#1 Spend 80% of your time where 80% of
your money comes from
or . . .
Spend 80% of your time where you want your money to come from
10
11
“Know Thy Time”The Essential Drucker, Peter F. Drucker 2001
“Effective knowledge workers do not start with their tasks. They start by finding out where their time actually goes.
“Then they attempt to manage their time and to cut back unproductive demands on their time.
“Finally they consolidate their ‘discretionary’ time into the largest possible continuing units.”
12
Time tracking
M T W Th F Sa Su
Face-to-face donor contactPreparing for callsDebriefing calls
FR office misc.
Institutional misc.Professional development
# 2Use special events strategically
Know the net net of your special events
Most of us track the net results of events• Revenues minus expenses = net
That’s not good enough, seek net net data• Net minus staffing expenses = net net
13
Present one fantastic event
Net net goal of $100,000 or more
People going to your event must come away with a clear understanding of your case
Follow up to meet new people who attendedYour goal is convert transactional event attenders
to philanthropic major gift donors Move 10% of your SE revenue to MG revenue
each year
14
15
BeforeThis is me before I started making charitable gifts. Overweight, poor, unhappy and alone.
AfterThis is I after contributing major gifts regularly Rich, trim and sexy.
Transforming people through philanthropic giving
#3Utilize your
senior management team
The philanthropic buck stops at the executive director’s / CEO’s / president’s office
The CPO – chief philanthropy officer must be on the senior management team
Everyone on the senior management team has a role with major gift donors
Deans and program leaders need to be fundraisers too
16
#4Help every board member
play a roleThe Tipping Point
Peer solicitation
Recruiting board “players”
17
18
The Tipping PointMalcolm Gladwell
1)The law of the few● Champions — early adopters, mavens● Connectors — know lots of people and
spread the message● Salespeople — skills to persuade
2)The stickiness factor● A message with a memorable impact
3)The power of context● Settings and small factors can make a big difference
Peer Solicitation
The most influential ask is? “Match my gift of $__________
Very few volunteers can “ask up”
If you want $10,000 donors, recruit $10,000 capable board members
19
20
Recruit Board “Players”To Raise $500,000 Annually
Gift Level % of Target # of Board Current # of Board Number of NewAF Goal Members Members Now Board Members Needed
$50,000 or more 10% 3 0 3$25,000 to $49,999 15% 4 0 4$10,000 to $24,999 24% 8 0 8$5,000 to $9,999 19% 6 0 6$2,500 to $4,999 12% 3 2 1$1,000 Gift Club 20% 6 3 3Up to $1,000 0% 0 4 0
Total 100% 30 9 25
Board giving includes combination of personal donation plus corporation or foundation support
Assuming board giving is 25% of each giving level
Assumes board size of 30 members
#5Create a donor community
Define one major gifts level as “the level” Brand it with a name Donor board Ribbons Make it “the” place to be To honor donors above the
basic membership level honor donors at the bronze, silver, gold, etc.
21
#6Never lose a donor
Your multi-year major gifts renewal rate should be 90% or better
First year renewal rate – aim for 75%
Use monthly giving with auto renewal to help
22
#7Make your case
Demonstrate your philanthropic impact and need for contributions - your sticky message
ClearConciseUrgentConcreteCommunity benefitWritten, outlined, videoStories, pictures
23
The Seven Faces of Philanthropy
Prince & File
Altruistic 9%
Religious 21%
Dynasts 8%
Repayer 10%
Socialite 11%
Investor 15%
Communitarian 26%
0% 5% 10% 15% 20% 25% 30%
25
Your case must be like VelcroTM
You want dozens of hooks that are gentle but persistentRemember The Seven Faces of Philanthropy
Readers & listeners4 Listening styles
#8Measure
Production – each month, quarter, and year end1) Cash & cash pledges2) Planned estate gift expectancies
Compare to a year ago at this time
2 years ago
26
27
Major gift officer expectations
Minimum A Star is BornYear 1 Cover salary 3 x salaryYear 2 3 x salary 5 x salaryYear 3 5 x salary 10 x salary
28
But you can’t just measure money
Good philanthropic fundraising is the result of donor relationships built over time
• Average of 6 contacts to a major gift• Planned estate gifts can take 10 or more
Until the money comes in, measure F2F contacts with qualified major gift prospects
• Use weekly reporting sheet• Analyze monthly
29
Donor meetings reporting for ____________week of ____/__Prospect Name Contact Date Contact Report
Filed1)2)3)4)5)6)7)8)
#9Meet your donors F2F
Face to face fundraising is always more successful
55% of all communications are nonverbal
Get out of the office
Meet with your top 25 donors at least once a year
30
31
The “one a day” plan
One, F2F, major donor meeting a day Minimum expectation
To be a star – do more 30 minutes of listening by reading a day
Donor comments from a 60 minute
meeting
Rough notes made at the meeting
barely legible even to the writer
Contact Report
Full thoughts for in-depth future reference by institution
Reflective Listening
33
“80% of success in life is simply showing up”
Woody Allen
34
Follow up your calls
a) Who should you follow up?
b) Who is ready for an ask?
c) Use a tracking chart to stay organized• Your Top 10 List• Next 25• Future 65
d) With no travel or institutional “distractions” a major gifts officer can handle 125 prospects
• The Tipping Point research – 148.5
35
Track your relationship interactions
Confidential Target Volunteer Staff Last Next Notes
9/15/2009 Gift Contact Six I's StepTop 10
123456789
10Next 25
1112131415
Future 653637
#10Be a fearless, gentle asker
The major reason people aren’t philanthropic?
Nobody asked them for a gift
Be the role model asker
Ask with style & grace
36
37
One on one discussions
Find a partnerReview the 10 Ways of Re-energizing Your
Major Gifts Program
What can you do differently next year
Be ready to report out
10 Ways to Re-energize Your Major Gifts Program
#1 – Spend 80% of your time where 80% of your money comes from# 2 – Use special events strategically#3 – Utilize your senior management team#4 – Help every board member play a role
#5 – Create a donor community#6 – Never lose a donor#7 – Make your case#8 – Measure#9 – Meet your donors F2F#10 – Be a fearless, gentle asker
38
Always remember . . .
Think big
39
Consultants in Advancement Planning, Fundraising, Marketing Communications and Executive Search
10 Ways to Re-energize Your
Major Gifts ProgramTom Wilson
(503) 789.4366Tom.Wilson@CampbellCompany.com
top related