Transcript Major Gift Fund Raising

Major Gift Fundraising
A continuous model for identifying and
engaging those donors who are essential to
your achieving your mission
Kathleen Hanson
Senior Consultant and Principal
Leader – Schools Practice Group
Editor, The NAIS Handbook on Marketing Independent Schools
NESA Leadership Conference – October 2011
Copyright Marts & Lundy
Our focus
How to maximize large
gifts from individuals
without a campaign format.
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Major Gifts
The concept:
Major gift prospects have the continuing
potential to make one-time gifts or multiyear pledges that will meet the larger needs
of your school.
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Some programs are organized by
gift level
Major Gifts - $100,000 to $1 million
Leadership Gifts - $1 million to $5 million
Principal Gifts - $5 million and up
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Successful Major Gift Programs
 Must exist within an ongoing
development program that has an annual
fund and the capability to accept planned
gifts
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Why Major Gifts
• Most schools have effective annual funds;
however, they do not seek major gifts
unless they are in a campaign.
– Result: Many folks leave your school
without being asked for a major
commitment
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Major Gift Program Benefits
Focuses on the timing and interests of the
donor
No start and stop times – ongoing
Is most effective when the major gift
funding initiatives are discreet projects
Technology; Outdoor Science Labs
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What is required?
• Compelling programs
• A prospect pool with the capacity and
inclination to assist the school
• Staff and volunteers capable of identifying,
cultivating, soliciting and stewarding
prospects
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Major Gift Fund Initiatives
 Clearly articulated and evaluated yearly
by the Development Committee
 Each initiative must be well defined
Purpose of the program
How it benefits the students/faculty
What difference will it make?
How will you measure it
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Prospect Pool
The prospect pool needs to be evaluated
based on their capacity to give, their
interests, and their affection for the school.
This is highly targeted and individualized.
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One key element
Involvement - experienced
fund raisers know that the
primary motivator for a major
gift is involvement.
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The “insider”
The “insider” is fully
informed of your plans and
wants to help you fulfill
them.
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Structure of the Program
 The best way to design the structure
is to study your current prospect pool.
What is the capacity of your top
prospects? What is your staffing
level?
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 A typical major gift officer in a school will
have 50 to 60 prospects in their portfolio.
They are matching interests with
programs
They are cultivating either in a small
group or individually
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The development staff must understand
why and how major donors make gifts to
non profits.
They are drawing on their assets
Many prefer a proposal for support
They will ultimately make a decision
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Mechanism for Tracking Essential
Management of the process
Management of the gift
Acknowledgement
Stewardship
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Not unlike a campaign
 Major gifts programs have the elements of
a campaign; however, they are ongoing
and targeted.
 They match the school’s need with the
donor’s interests and timing
They can provide substantial support
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