Transcript Prospect and Moves Management for Major Gifts

Prospect and Moves Management
for Major Gifts
Robin Kraujalis, CFRE
Assistant Director of Development
Saint Louis Zoo
What is a Major Gift?
Amount +
Purpose =
Extraordinary
How are major gift fundraising
techniques the same? Different?
SAME
• Reasons for giving
• Fundraising cycle
DIFFERENT
• One-on-one
• Donor-focused
• Longer timeframe
• Many steps
Reasons for Giving Why do people make major gifts?
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They have assets
They have philanthropic needs & interests
Their needs match your mission
They can impact/satisfy needs
They have trust and respect for the
organization, solicitor and staff
Friend Raising Cycle
Potential donors
Qualify
Generally self-qualify
Membership levels
Request upgrade
Stewardship
Zudus
Invitations
Events
Benefits
Member
Strategy
Family
Naturalist
Keeper
Curator
Group strategy
Membership levels
Benefits
MPS
Zoo parents
Recognition
Cultivation
Thank you letter
Annual report listing
Donor boards
Solicitation
Membership renewals
Membership brochures
Adoption renewals
Marketing
Public relations
Events
Tours
Dinners
Donor-Focused Development
• Each donor is different-unique-and,
therefore, each donor must be cultivated
differently, using different techniques, skills
and benefits.
• Understanding each person’s motivations
enables us to identify their needs and
ultimately, to ask them for a gift that is
meaningful and appropriate (extraordinary).
Moves Management
• Each contact with the donor is an
opportunity to learn more about their needs
and interests and to move the relationship
forward in a positive way.
• We need to determine where the person is in
the gift-giving cycle (readiness to give) and
where we want to move them next.
Prospect research/management is
critical to moves management
Prospect research helps us:
• Prioritize
• Strategize
– primary players
– interests
– where they are in gift-giving cycle, next move
• Track our progress
Major Donor Cultivation Cycle
Qualify
Identify
Holding area for
suggested names
Find initial information
Estimate initial capability
Major gifts
Strategy
How to involve prospect
Get to know prospect:
interests
feed back
capability
loop
Stewardship
Keep donor informed
Keep donor interested
MPS
Zoo Friends
and Members
Cultivation
Recognition
Thank donor
Naming opportunities
Campaign events
(groundbreaking, press
announcements)
Campaign listing
Plaques
Solicitation
Specific amount
Specific project
Involve prospect
Volunteer solicitor
Determine Zoo interests
Determine ask amount
----------------------“Background” vs.
“Foreground” Moves
Major Gift Cultivation Cycle
• Five I’s (G. T. Smith)
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Identification
Information
Interest
Involvement
Investment
Major Gift Cultivation Cycle
• Dunlop’s Version
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Identification
Information
Awareness
Knowledge
Caring
Involvement
Commitment
Case Study
Creating a prospect and moves management
system for the Saint Louis Zoo’s major gifts
program and our Zoo 2004 campaign.
• Getting started
• Key information
• Keeping track
• Strategic planning
Identify your prospects for major
gifts & moves management
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Your members and other contributors
Board members
Volunteers
Contributors to other organizations
People with assets and influence in your
community
• Data screening service
Qualify (Prioritize or Rate)
Your Prospects
• Readiness
• Capability
Rating System: Saint Louis Zoo
• Readiness/Involvement:
A
B
C
Very involved. Minimal cultivation
needed.
Somewhat involved. Some cultivation
needed.
Minimal or no known involvement
Prospect Rating: Saint Louis Zoo
• Readiness
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Board membership
Volunteer activity
Event attendance
Gifts to your organization
Gifts to organizations with similar mission
Relationship to you or others who can influence
a gift.
Prospect Rating: Saint Louis Zoo
Capability (Maximum Potential Gift)
1
2
3
4
$500,000+
$100,000 - $499,999
Less than $100,000
Unknown
Prospect Rating: Saint Louis Zoo
Capability for Major Gifts
• 3% of estimated net worth
• 20 times consistent annual gift
• Up to 10% of annual income
Prospect Rating: Saint Louis Zoo
Estimating Net Worth
• 10 x salary
• 4 x real estate holdings
• Selling price of company x holdings x 25%
to 50%
• Estate x 60% x portion of estate =
inheritance
Prospect Rating: Saint Louis Zoo
• External Rating with Volunteers
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Verify internal (staff) rating and research
Identify primary players and connections
Identify donors’ interests and needs
Identify volunteers!
Moving on to Moves
Management
• Strategy
– Prioritize the prospect pool
• Top down, inside out
– Meet with primary players
• Who can most influence a gift?
– Determine next move
• Where is the donor in the gift-giving cycle
(readiness)?
• Where do they need to go next?
Next Move
SUSPECT
Where they are in the gift-giving cycle
(readiness to give): may have interest in
giving
Move: need to qualify, do further research,
invite to a campaign event or dinner
Next Move
PROSPECT
Where they are in the gift-giving cycle
(readiness to give): qualified prospect
Move: explore needs and interests, e.g. invite
for tour of the Zoo
Next Move
POTENTIAL DONOR
Where they are in the gift-giving cycle
(readiness to give): has an interest in giving
Move: present case and ask, e.g. invite for
lunch and presentation
Next Move
DONOR
Where they are in the gift-giving cycle
(readiness to give): has given.
Move: build relationship and involvement,
reinforce decision to give.
Managing the Moves Key Indicators
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Cultivation or Proposal Status
Action Steps or Ticklers
Rating
Solicitors or Key Players
Managing the Moves Key Reports
• Volunteer & Staff Tickler Reports
• Monthly Status Reports
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Number & Type of Actions Completed
Number of Gifts Received, Avg. Gift, Yield
Rating & Status Report
Progress Toward Goal
Managing the Moves Tools for Strategic Planning
• Once you these key indicators, you can use
this information for planning:
– How many steps, on average, does it take to
secure a gift?
– What is the average amount given?
– How many actions or solicitations can a
development officer complete in a year? How
many will it take to reach our goal?
Managing the Moves Tools for Strategic Planning
(continued)
• Do we need more staff? Or volunteers?
• Who are our most effective solicitors?
• Which prospects are yielding the best gifts?
• Were our ratings accurate?
• Which prospects should we focus on next?
“Group” Moves Management
• Applying strategies to groups of prospects
can also be effective, for example:
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Civic Progress
Trustees
Next 100
Cover and Close
Home Stretch
“Group” Moves Management
• Key Indicators
– Prospect Priority Classification
• Trustee
• 1st priority, 2nd priority and so on
– Proposal Type
• Trustee
• 2nd gift
– Proposal Deadline
Case Study - Individual Prospect
Qualify
Identify
Holding area for
suggested names
Find initial information
Estimate initial capability
Major gifts
Strategy
How to involve prospect
Get to know prospect:
interests
feed back
capability
loop
Stewardship
Keep donor informed
Keep donor interested
MPS
Zoo Friends
and Members
Cultivation
Recognition
Thank donor
Naming opportunities
Campaign events
(groundbreaking, press
announcements)
Campaign listing
Plaques
Solicitation
Specific amount
Specific project
Involve prospect
Volunteer solicitor
Determine Zoo interests
Determine ask amount
----------------------“Background” vs.
“Foreground” Moves
Moves Management - Conclusion
• Effective for Managing Major Gift Prospects or
Groups of Major Gift Prospects (and Staff and
Volunteers!)
• Requires Thoughtful Strategy and Effective
System for Tracking Key Information
• Requires Discipline - For Updating, Maintaining
& Reviewing Information
• Requires Research & Development Officer
Cooperation
Credits
• The Stelter Company, Skills Plus
Relationship Building Workshop
• David R. Dunlop, “Special Concerns of
Major Gift Fundraising.”
• Steve Wilkerson, Pierpont & Wilkerson