Building A Community Of Individual Supporters

How To Build A Community of Supporters

Presented by Laura Kaufman, Partners in Effective Philanthropy

What We Will CoverWho GivesWhy Individuals GiveWhere the Money GoesStages of Individual Donor Work:

PlanningProspect Research Cultivation “The Ask” Stewardship

Staffing An Individual Donor Program

Who Gives?

Indi-viduals

75%

Bequests8%

Foundations13%

Corporations5%

Total 2009 = $303.75 Billion

Source: Giving USA 2010

Where the Money Goes:

Religion33%

Education13%Foundations

10%

Human Services9%

Pub/Society Ben8%

Health7%

Arts4%

Intl3%

Environment2% Other

11%

Total $$ Given 2009 = $303.75 Billion

Source: Giving USA 2010

Why Individuals Give: To Make A Difference

Connection to CauseConnection to Person AskingOthers in their Social Circle

DoOut of GratitudeOut of Duty/ObligationTo Leave a LegacyFor Public RecognitionOut of GuiltFor a Tax BreakBecause They Were AskedBecause They Were Inspired

Giving Trends Future Giving Plans by Age Segment

Source: Convio, The Next Generation of American Giving, March 2010

Giving Trends, continued

Source: Convio, The Next Generation ofAmerican Giving, March 2010

Giving Trends, continuedGiving Channels

Checkout

Mail Gift Shop

Website Event Tribute 3rd Party

Vendor

0

10

20

30

40

50

60

Source: Convio, The Next Generation of American Giving, March 2010

Stages of Individual Donor Work

Planning

Prospect Research

Cultivation

AskingStewardship

PlanningQuestions to Ask

What is our fundraising goal? (Based on industry benchmarks & past performance)

Who will we approach?Should we target big, small,

mid-size donors? Longevity?How:

Mail phone Events Face-to-face Social media

When?Who will do the work?

Typical Donor Plan for $100,000Gift

Range# of gifts needed

# prospects required

Subtotal

Cumulative total

Cumulative %

10,ooo 1 4 10,000 10,000 10%

7500 1 4 7500 17,500 18%

5000 2 8 10,000 27,500 28%

3500 3 12 10,500 38,000 38%

2800 3 12 8400 46,400 46%

2300 5 20 11,500 57,900 58%

2000 7 28 14,000 71,900 72%

1500 7 28 10500 82,400 82%

1000 10 40 10000 92,400 92%

≤ 1000 15 60 7600 100,000 100%

TOTALS 54 216 100,000Source: http://blackbaud.com

Prospect Research:Where to Find Prospects

Current Donors who can be upgraded

Lapsed DonorsBoard MembersVolunteersStaffClients – current & pastFriends & Family of Board

members, volunteers & clientsPeople who give to sister

organizationsPeople who come to org.

events/programs

Cultivation

Inform &

Inspire

•Tell prospects about the organization’s work first before asking for money

•If possible, show them the work you do or let them meet someone who has benefitted

Involve

•Connect potential donors to the cause

•Learn all you can about their interests and connect them to part of program that matches their interest

•Communicate regularly, but not excessively to keep potential donors up with your work

AskingUse different strategies that “feed” each other

The Ask

Events

Mail

Website

Face to Face

Social Media

3rd Party Vendor

Stewardship

Build Long-term

Support

Send a “Thank

You”

Regular & Timely

Updates

Give Donor Recognitio

n Cultivate Donor as

Ambassador

Plan for Next Steps

in Relationshi

p

Staffing Your Individual Donor Program• Schedule regular time for planning • Schedule Board & FR Committee

planningPlanning

• Schedule Regular Collection of Prospects

• Schedule time to reach out to prospects

Prospecting

• Plan cultivation strategies• Follow-up on strategy implementationCultivating• Prepare asking materials• Schedule time to ask & support others

askingAsking

• Follow-up on outstanding asks• Plan “moves” for each donor or set of

donorsStewarding

Building A Community of Supporters

Partners in Effective Philanthropy,

2010

LauraEkaufman@change4yourdollar.com

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