Transcript AACC_Plus_50_Funding

AMERICAN ASSOCIATION OF
COMMUNITY COLLEGES
Thursday July 30th, 2009
PRINCIPALS OF FUNDRAISING
SHABINA BAHL
STEPHANIE HENSON
KATIE NORTON
INTRODUCTION
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SHABINA BAHL
– Director of Development (major gifts, board and program
management)
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KATIE NORTON
– Associate Director, Friends of Johns Hopkins Medicine
(annual giving, direct mail)
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STEPHANIE HENSON
– Interim Director, Department of Donor Relations
and Development Events
DEFINING ANNUAL GIVING
• Gifts on an annual basis
• Annual gifts = current-use, unrestricted,
sustaining, under a certain threshold
• Acquiring new donors, repeating, and
upgrading gifts
• Bottom of the fundraising pyramid
GIVING PYRAMID
PURPOSES OF ANNUAL
GIVING
• Consistency and flexibility
• Pipeline for major gifts
• Mode of communication
• Engagement and stewardship
ANNUAL GIVING:
PLANNING
• What are your goals?
• Who is your audience?
• What is your budget?
• What is your case for support?
ANNUAL GIVING:
SOLICITATION
• Direct Mail
• Phonathon
• E-Mail / Online Giving
• In-Person Asks
ANNUAL GIVING:
TESTING
• Factors to test in Direct Mail:
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Package
Envelope: Window, Teaser
Postage
Front-end Premiums, fulfillment premiums
Letter signer and copy
Ask amounts, payment options
ANNUAL GIVING:
EVALUATING
• Result analysis
• Know what to expect
• Appeal codes
• Donor feedback
• Peer benchmarking
MAJOR GIFTS
• RESOURCE ALLOCATION
– What do you need to run a successful major gifts program?
– How to hire GREAT major gift officers
• PHILANTHROPIC PRIORITIES
– Who is in charge
– What is realistic
• BOARDS
– You cant live with them, but you can’t live without them!
MAJOR GIFTS
• IDENTIFICATION
– Pipeline development
• CULTIVATION
– Listen with your heart
– Respond to what they said, not what you wish you heard!
– Timing is everything
• SOLICITATION
– Right person, at the right time, for the right request
– Oh no! They said NO. Now what?
SUCCESSFUL STEWARDSHIP
• Customized
• Allows donor expression
• Brings the donor and
institution together
• Shows spending as
agreed and prudent
management
• Create year-long plans
– Number of touches
– Pre-planned institutional
activities
• Incorporate variety
• Coordinate schedules
STEWARDSHIP COMPONENTS
• Acknowledgments/Letters
• Financial reporting
• Gift clubs
• Special events
ACKNOWLEDGMENTS &
LETTERS
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Determine letter thresholds
– (Chair, Dean, President)
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Should NOT contain the amount of the gift
– Separate from tax receipts
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Should be personalized to the gift and the donor
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Determine the correct timeframe for delivery
– Acknowledgments: 2-5 business days
– Letters/reports: annual
FINANCIAL
REPORTING
GIFT CLUBS
• Ensure correct data
• Run like effective
volunteer boards
– Amounts
– Documentation
– Transparency
• Annually updated
templates
• Donors expect clear
financial reports
– Member knowledge
– Donors engaged in your
mission and advance the
threshold of their giving
SPECIAL EVENTS
• Establish goals and a
budget
• Theme and
“moment” variety
• Determine your
audience
• Correct branding,
media coverage,
government officials
– Personalization
• Dovetail with
institutional events
• Record all that you
do
THE MORE THE MERRIER
• Allow a donor to tell their story
– One-sentence quotes can be effective as an entire
article
– Asking permission to tell the story is in itself
powerful stewardship
• Use all of your institution to reinforce
messages
WHY DO WE STEWARD?
• To nurture identification and cultivate
• Cyclical deepening of relationship with the
institution
• When it’s time to create the ultimate gift, your
institution will come immediately to the
donor’s mind
THANK YOU FOR ATTENDING!
SHABINA BAHL
[email protected]