how to make major donor fundraising work for your charity · 2020. 11. 12. · • influential...
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How to make major donor fundraising work for your charity
Mike Bartlett Senior Consultant – High Level Giving Money Tree Fundraising
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Why Major Donors?
Sporting Societies
Donor Marketing
Major Donors
Community Fundraising
Corporate Fundraising
Dinners
Legacies
Challenge Events
High ROI
Low ROI Digital
Short Timescale
Long Timescale
Trusts and Foundations
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Net Income
Unrestricted Income
Restricted Income
Events + Challenge Events
Individual Donors and Appeals
Trusts
Community Fundraising
Corporate Legacies
????
Return on Investment
Why Major Donors?
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Net Income
Unrestricted Income
Restricted Income
Events + Challenge Events
Individual Donors and Appeals
Community Fundraising
Corporate Legacies
Return on Investment
Trusts Major Donors
Why Major Donors?
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Why Major Donors? Annual funding Capital funding Endowment
funding
Driver Budget-driven to sustain
operations
Opportunity-driven to fund
special projects and programmes
Vision-driven to secure
the future
Example Projects Project staff Programme
facilities
Campaigns Emergencies
Buildings
Medical research Poverty
Research
Fundraising Income Sources (some overlap)
Events Small donations
Community Legacies
Digital
Appeals Mid-level donors
Trusts Corporate
Major Donors (£5k+)
Trusts
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Expectations
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Models of Major Donor Fundraising
Event Giving
121s
Peer to Peer (x8!)
Appeal Board
Subscription (Club)
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An Art and a Science
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An Art and a Science Vision
Mission Projects
Organisational Commitment
Donors (Partners)
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Essentials • To implement a successful major donor programme you must have:
1. A genuine programme plan (how are you going to address the need,
with specific outcomes and costs)
2. Donor-centric culture (meeting the needs of donors)
3. A leadership culture that understands major gifts
4. Sound and accessible financial project information
5. Sound donor process (IT, data, record keeping, thanking)
6. Measurable outcomes (what impact will you tell your donor that their gift made?)
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Third Sector Major Donor Report
The Journey
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Starting Out
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Mr Flagging (1-5%)
• New £300+ • Coutts cheques • CAF Accounts • Sir/Lady/The Hon • Google map postcodes • Patterns of giving • Job titles
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Mr Thanking
• Close eye on Mr Flagging • Quick research • Personalised thank you • Logged on database • Compile a prospect list
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Qualify and Disqualify Which donor would you focus on first?
• Donor with a net worth of 200 million who made a
£100 gift three years ago.
• Influential community leader and philanthropist who has never given to you.
• Donor with a net worth of £5 million who gave £5,000 to your most recent appeal.
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Qualify and Disqualify
1. Size of gift – the bigger the better
2. Recency of gift
3. Pattern of giving – multiple gifts/upgrading
4. Capacity – the more the better
5. Linkage – the more connected the better
6. Interest – preference for restricted gifts
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Start to Plan • Know all you can about the donor • Who is going to approach? • How are you going to approach? • What do you want to know? • What are your next steps? • What is your ultimate aim for that donor? • Do you have senior level buy in? • Listen – you need to know if they are genuinely
interested and what in.
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Who Gives the Love?!
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Who Gives the Love?!
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Who Gives the Love?!
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Who Gives the Love?! • Senior Level involvement is essential!! • Draft letters and emails from your CEO,
Programme Director, Services Manager, Researcher, Doctor, etc
• Get them to follow up with a call or email • You want meetings – increase your chances • Face to face is your aim • Must have next two steps in mind
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Reviewing Progress
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From Engaging to Asking
If you had £500,000 to give away….
• What would you want to know?
• Who would you want to meet?
• What would you expect in return?
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From Engaging to Asking Essential criteria behind giving decisions of the rich donors:
• Who asks – More than two-thirds (69%) will listen to a request that
comes from someone they know and respect; less than a third (31%) respond to requests from fundraisers.
• Impact - “Even if the cause is one which the donor supports in principle, the determining factor is their conviction that the gift will make a difference.”
• Most donors donate to causes they have some connection to, and feel passionate about (not the neediest causes).
Dr Beth Breeze, University of Kent
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The Ask • When?
• Where?
• Who?
• What for?
• How much?
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The Ask • Right Time
• Right Place
• Right Person
• Right Project
• Right Amount
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It Works – Honest! Case Study - Scottish donor • Cold research • Link via a trust • More research • Invitation from a researcher • Follow up • Project engagement • Face to face • Ask - £85,000 gift • Close
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It Works – Honest! Case Study - Golfer
• Identified through event gifts • Warm research • Account management • ‘Discovery’ conversations • Meeting with Researcher • Projects discussed • Peer to peer giving agreed • Lunch with researcher and peers • £100,000 annual contribution agreed for 3 years
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It Works – Honest! Case Study – Hedge Fund Manager
• Suggested by golf supporter • Cold research • Email introduction by supporter • Invited to events – always too busy • Regular email communication • Face to face meeting – eventually! • ‘Discovery’ conversations • Proposal emailed over • Follow up meeting with CEO • £65,000 donation (likely to repeat for 3 years)
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More Knowledge • Veritus Group blog and whitepapers (US) www.veritusgroup.com
• ‘It’s Not JUST About the Money’ Richard Perry and Jeff Schreifels
• Dr Beth Breeze, Director, Centre for Philanthropy, University of Kent
www.kent.ac.uk/sspssr/philanthropy
• Directory of Social Change www.dsc.org.uk
• Third Sector Major Donor Report
• Institute of Fundraising Major Donor Special Interest Group
• High Value Specialist Consultancies - Blogs
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Thank you! Any questions?