altitude fundraising program: the hero’s guide to raising seed3/we… · donor table 101 seed...

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