walking over dollars to pick up dimes developing a strong major gifts program
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Walking Over Dollars to Pick Up Dimes Developing a strong major gifts program. Southeast Regional Conference. Charleston, SC May 31, 2012. Agenda. Maximize Lifetime Donor Value Your top 20% Importance of Cultivation and Engagement: NOT THE ASK Q&A. Lifetime Donor Value. - PowerPoint PPT PresentationTRANSCRIPT
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Walking Over Dollars to Pick Up Dimes
Developing a strong major gifts program
Charleston, SCMay 31, 2012
Southeast Regional Conference
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Agenda
1. Maximize Lifetime Donor Value
2. Your top 20%
3. Importance of Cultivation and Engagement:
NOT THE ASK
4. Q&A
April 22, 20232
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April 22, 20233
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Lifetime Donor Value
Total resources made possible for the community due to the
cumulative contributions of time, talent, and treasure by one
individual or couple
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=Help Donors
Maximize Lifetime Donor Value
United Way’s Opportunity
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Annual Gift is $400 for 31 years =
$12,400
Ultimate Gift =
$44,000
$111,400
Lifetime Donor Value =
25 years of endowment revenue =
$55,000
Lifetime Donor Value: Loyal Contributor
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Annual Gifts =
Ultimate Gift + Revenue=
$12,400
$99,000$111,40
0Lifetime Donor Value =
13%
87%
Lifetime Donor Value: Loyal Contributor
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Ultimate Gift =
$250,000
$600,600
Lifetime Donor Value =
Annual Gift is $700 for 8 years =
$5,600
Annual Gift is $5,000 for 7 years =
$35,000
Annual Gift is $10,000 for 6 years =
$60,000
25 years of endowment revenue =
$250,000
Lifetime Donor Value: Tocqueville Couple
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Annual Gifts = $100,600
$500,000$600,60
0Lifetime Donor Value =
17%
83% Ultimate Gift + Revenue=
Lifetime Donor Value: Tocqueville Couple
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Major Donor Relations =
developing relationships to link people with what they
care about
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$1.2 Billion
$1.5 Billion
5 ye
ars
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Your Largest Gift…..
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80 / 20 Rule
UltimateGifts
Major Gifts
Annual Gifts
80% of Accounts
20% of Accounts 80% of Money
20% of Money
95/5 Rule
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All donors are important…..
All donors are NOT equal!
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Maximizing Lifetime Donor Value
Recruiting
Retaining
Growing
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David EllisonPlanned Giving Volunteer
United Way of Greenville CountyGreenville, SC
“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”
“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.
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David EllisonPlanned Giving Volunteer
United Way of Greenville CountyGreenville, SC
“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”
“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.
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David EllisonPlanned Giving Volunteer
United Way of Greenville CountyGreenville, SC
“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”
“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.
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David EllisonPlanned Giving Volunteer
United Way of Greenville CountyGreenville, SC
“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”
“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.”
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Leadership Donors
Tocqueville Donors
Tocqueville Legacy Circle
Million Dollar Roundtable
Million Dollar Legacy Circle
Retaining & Growing
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Prioritizing Your Best Friends
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• Relating (Romance) Do They Trust Me/United Way?
• Discovery (Research) Do They See A Need for the Gift?
• Advocating (Request) Does the Gift Meet Their Need?
• Supporting (Recognition) Will They Be Satisfied?
4 R’s of Consultative Selling
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Leadership$1,000 - $9,999
Major Annual Donor$10,000+
Planned GiftPerpetuate Annual Gift: Tocqueville Legacy Circle, Millions Dollar Legacy Circle
Consultative Selling Matrix (Research) (Romance) (Request)
(Recogniton)Discovery Relate Advocate Support
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(Research) (Romance) (Request) (Recogniton) Discovery Relating Advocate Support
• Donor A X• Donor B X• Donor C X• Donor D X
Stage in Relationship
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1. What is Your Purpose?2. What Process Will You Use?3. What is the Outcome?4. What are the Anticipated Objections?
Prepare for Call (based upon stage)
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Focus on Relationships
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Key Takeaways• All donors are not equal• Focus on top 20%• Cultivate and engage outside
of the ask• Cheaper to grow gifts than
recruit new donors• Planned Gifts
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Questions?
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