Transcript MAJOR GIFTS: What you need
MAJOR GIFTS or ANNUAL GIVING: What’s Best for Your Organization?
Tuesday, December 16, 2014
MAJOR GIFTS: What you need
A Major Gift Plan
• Create a cultivation program • Produce Organizational Brochure/Naming opportunities • Establish Timeline • Determine Dollar Goal • Outline projects and numbers of gifts in specific amounts to meet goal Tuesday, December 16, 2014
MAJOR GIFTS: What you need
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A compelling Case for Support
Reasons why someone should give Mission What problem does your organization address How many people are affected Describe history Success Tuesday, December 16, 2014
MAJOR GIFTS: What you need
• • • • • A General Development Plan Identify potential major donors ($5,000 $10,000).
Review list of donors for those who meet criteria.
Lapsed donors.
Someone who has not made a major gift to your organization but has been introduced to your mission and has potential to give. Network. Ask who may know the donor for an introduction.
Tuesday, December 16, 2014
MAJOR GIFTS: What you need
• • Prospect Research Prioritize Individuals, Corporations, Foundations for maximum potential. Do your homework. Use the internets vast information, especially these resources.
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Zoominfor.com
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Association of Profession Researchers for Advancement(APRA) Intelius.com
KnowX Lakspur Marquis 7.
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Who’s who NOZA 9.
Realtor.com
10. Town and Country Magazine 11. WealthEngine.com
Tuesday, December 16, 2014
MAJOR GIFTS: What you need
• • • • • • • • • • Engage Those Prospects The most successful organizations create a relationship with the donor.
Connect with them personally through a mutual contact or link to your organization.
Invite them to an introductory event.
Arrange on-site visits.
Invite him/her to a signature event or Trustee home reception.
Take Prospect to Lunch.
Invite them to an individual meeting.
When appropriate have him/her meet with your President or CEO.
Connect with them as individuals. Get to know their hobbies, important dates like birthdays, sent them articles or information you think they may like.
Take outcome based stories that showcase the impact your mission is having on the community.
Tuesday, December 16, 2014
MAJOR GIFTS: What you need
• • • • • Create Board Development Committee Engage Board, Major Donors, Senior Staff, High-level Volunteers.
Provide training Make specific assignments. Have members do one-on-ones with prospects either in person or via personal solicitations.
If possible have Trustee or Major Donor offer gift match opportunity Engage in-house Development team to implement initiatives.
Tuesday, December 16, 2014
MAJOR GIFTS: What you need
• • • • • • • • • Keep the Donors you have Acknowledge gifts ASAP, Present Award, Name in lights/Publicity.
Stewardship/Campaign Updates.
Continue to build the relationship Foster ongoing involvement whether it’s as a volunteer, event attendee, establishing relationship between donor and someone helped by their gift, person who helped solicit gift, etc.
Keep up with all donors levels of giving, may change.
Communicate.
Don’t Over-Ask: “Moment in time”. Timing is everything.
Keep your Support Systems in place so there are no complaints. Ease the Major Donor into Planned Giving.
Tuesday, December 16, 2014
MAJOR GIFTS: What you need Marketing
• If the donor doesn’t know who you are, you’ll lose out to the marketing genius around the corner. Be sure your “Brand” is instantly recognized, well-respected and constantly repeated.
Tuesday, December 16, 2014
ANNUAL GIVING: What you need
A year round effort to raise renewable funds from individuals and groups, for unrestricted and restricted purposes using a variety of solicitation methodologies and techniques.
Tuesday, December 16, 2014
ANNUAL GIVING: What you need
Annual Giving Plan • • • • • • The primary objectives of an annual fund should be the following: To solicit and secure a new gift, repeat the gift, and upgrade the gift • To build and develop a base of donors • To establish habits and patterns of giving by regular solicitation To seek to expand the donor base by soliciting gifts from new prospects To raise annual unrestricted and restricted money To inform, involve, and bond the constituency to the organization To use the donor base as a vital source of information to identify potential large • donors • To promote giving habits that encourage the contributor to make capital and planned gifts To remain fully accountable to the constituency through annual reports Tuesday, December 16, 2014
ANNUAL GIVING: What you need
Fundraising Calendar • A solicitation calendar • A special events calendar Tuesday, December 16, 2014
ANNUAL GIVING: What you need Profiling the base annually or semiannually provides the organization with a wealth of information about the potential giving patterns of its constituency. An understanding of this pattern can be a major benefit to the fund raising program. The following questions should be asked about the donor base: Tuesday, December 16, 2014
ANNUAL GIVING: What you need
• How many donors give annually?
• What is the frequency of the gift? Once a year, twice a year, or more often? • • How many donors give on a monthly basis? What is the date of the most recent gift?
What is the level of giving? • How many give $1,000 or more a year? $500 to $1,000? $250 to $500? $50 to $100? Less than $50?
Tuesday, December 16, 2014
ANNUAL GIVING: What you need
• Is there a pattern of the gift being repeated but not upgraded over the years?
• Is there a regular request made that the gift be upgraded?
• Do the records indicate the names of donors who give consistently to the annual fund as well as make special-purpose, capital, or endowment gifts during the course of the year?
• Is there a specific person identified as the solicitor of the gift?
• What is the pattern of giving by staff members, trustees, and members of advisory councils or non-board-related support committees?
Tuesday, December 16, 2014
ANNUAL GIVING: What you need
• • • You want longevity Number of years that the person has been giving.
Frequency to the number of gifts made during the year.
Most recent gift, and amount, of course, to the dollar value of the annual gift or the cumulative value of multiple gifts made that year. These bits of information become the determining factor in evaluating whether a donor of record might respond positively to a request for one of the larger gifts designated on the gift range chart. Reckless guessing has no place in fund raising planning. Tuesday, December 16, 2014
ANNUAL GIVING: What you need
• • • • • • To sum up: the Annual Fund is all of the following things: The annual definition and validation of program and special needs.
The securing of funds for the year’s operating needs.
Sensitive outreach effort to identify existing and potential constituents and to invite their continuing involvement with the organization.
Inquisitive and continual prospect research that identifies every potential gift source.
The enrollment of capable volunteers who will provide leadership and will give.
Tuesday, December 16, 2014
ANNUAL GIVING: What you need • The building of links between the volunteer leadership and potential large-gift donors.
• A solicitation process that seeks to build a strong donor base by soliciting and securing a gift, repeating the gift, and upgrading the gift.
• The productive solicitation of that critical 10 percent of donors who have the capacity to give 60 percent of the annual contributions.
Tuesday, December 16, 2014
Questions and answers
Tuesday, December 16, 2014