Transcript What Is Your Leadership and Tocqueville Potential?
Leadership Giving …. And More
How To Start, Grow and Sustain Leadership Giving and Tocqueville Programs in Smaller Cities
2013 United Way Southern Institute Conference
Today’s Objectives
Participants Will Be Able To:
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Articulate Two Key Strategies Essential To Successful Leadership and Tocqueville Programs In Smaller Cities Describe Leadership and Tocqueville Best Practices Know Where To Go For Tools And Resources
What Is Leadership Giving?
•Individualized Donor Engagement •One-on-One Approach •Minimum Gift Level
Why Is It Important To United Way •Builds individual relationships •“Ask” on Capacity not History •Proven effective •Builds friends for United Way •Leads to long-term, increasing gifts
Challenges Smaller United Ways Face In Building Leadership and Tocqueville Programs 1. Limited Pool Of Prospects 2. Small Staff 3. No Resources 4. Lack Of Time 5. Competition
Strategies For Smaller Cities
1. Manage Individual Donor Relationships Based Upon The 80/20 Rule 2. Focus On The Donor…It Is Not About United Way
1. Manage By The 80 / 20 Rule 20% of Donors 80% of Money 80% of Donors 20% of Money
The Tyranny Of The Urgent
A C B D
Urgent Important
2. Focus On The Donor
Gift Capacity Areas of Interest How Influenced The 4 “R’s” Research Romance Request Recognition Research: 25% Romance: 60% Request: 5% Recognition: 10%
What Would Happen If You Fully Implemented The Following Strategies?
1. Managing Individual Giving By The 80/20 Rule 2. Focusing On The Donor First
Exercise Questions
Strategy Groups
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How Well is Your Assigned “Strategy” Being Implemented In Your United Way?
Where It Is Working The Best ….Tell Us One Reason Why?
What Is The Single Biggest Barrier To More Robust Implementation?
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2.
Managing Individual Giving Around The 80/20 Rule Focusing On The Donor First
Leadership Giving Best Practices
• Individualized plan for top 20% • One-on-one approach • Minimum gift level • Quality effort on very best prospects • Campaign To Capacity not gift history
Best Practice Roles & Responsibilities
Staff •Establish as
priority
in organization •Dedicate
resources
•
Engage
volunteers in planning cultivation and solicitation •
Accompany
volunteers on prospect cultivation and solicitation •Hold organization
accountable
leadership/Tocqueville
goals
for Volunteers •Articulate to self and others the
case
for leadership/Tocqueville giving •Accept
challenge
•Engage in
year-round
and solicitation cultivation •Engage in
strategy
sessions •Be willing to
ask
•Articulate to themselves and others
why
they support United Way
Finding Volunteer Champions
“Engage Them To Get Their Opinions Before Asking For Their Time and Their Money”
1.Existing Loyal Donors 2.Volunteers
3.Community Leaders 4.Corporate Leaders 5.Newcomers from Other Cities With Programs
What Is Your Leadership and Tocqueville Potential?
Your Leadership and Tocqueville Potential Size of Annual Campaign: $_______________________ Leadership Giving Tocqueville # $ # $ Actual _______________________________________________________ Potential______________________________________________________ Untapped Potential ______________________________________________________
Where Do You Find Your Best Leadership and Tocqueville Prospects?
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It Starts With You Your Board/Volunteers Existing Donors Leads From One-On-One Meetings With Volunteers Published Donor Lists Other Non-Profit Organizations Purchased List Friendly Companies Solicited By Management Level
Company-Based Leadership and Tocqueville Programs
Ten Steps To Success
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Support of
80/20
Rule
CEO
Recruit a
Company
Leadership/Tocqueville
Chair
Engage Them In Developing A Case and
Plan
ID Prospects For Each Giving Level Based Upon
Income
Recruit Additional
Peers
Kick Off
Separate
But
Coordinated
Company Leadership/Tocqueville Campaign One-on-one peer
visits
8.
9.
Follow up on
results
10. Say
Thanks 11. Report
Success
Probability Triage “
Allocating Your Time In The Areas That Will Make The Greatest Difference”
Priority One: Most Time With Those Individuals You Think Have The Highest Realistic Potential To Increase Their Gifts and You Have The Most Influence.
Priority Two: Those Individuals You Fear Might Not Give Again. Visit Them.
Priority Three: Least Time With Those Who Are Likely To Do What They Have Always Done
New Dollars vs. Upgrading Existing Gifts New Business Campaign 100 - $0 Donors 10 Volunteers Half Make Calls & Close 5 Gifts Average Gift $100 Total Dollars: $500 Upgrade Strategy 20 - $1,000 Donors 2 Volunteers All Calls Made Upgrade 5 Average Upgrade $500 Total Dollars: $22,500
Major Individual Gift Success: •Is Hard Work •Takes Time •Requires Focus •Needs Volunteer Champions •Produces Result •Is Incredibly Rewarding
Resources From United Way Worldwide Retention Toolkits http://online.unitedway.org/site/uwaservices/retention/ Leadership Giving Resources http://online.unitedway.org/index2.cfm?aid=7220 Tocqueville and Mega Gift Toolkit http://online.unitedway.org/file.cfm?fid=3113573 Calculating Your Leadership/Tocqueville Potential http://online.unitedway.org/index2.cfm?aid=6888 Benchmarking Against Other United Ways http://online.unitedway.org/index2.cfm?aid=6889 Contact Becky Bogle at (203) 883-6712 [email protected]