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The 7 Pillars of a Successful Major Gift Program
1/28/16 1pm Eastern
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Before we get started »
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Our guest presenter »
Jeff SchreifelsSenior Partner at Veritus Group
Over 27 years experience in nonprofit fundraising.
Executed strategic plans and direct-response marketing for clients such as, Feeding America, Arthritis Foundation, American Cancer Society and the Salvation Army; among many others.
Co-author of the “Passionate Giving” blog and recently a new book called “It’s Not JUST About the Money.”
THE 7 PILLARS OF A MAJOR GIFT PROGRAM
Building Authentic Donor Relationships
Jeff Schreifels Senior Partner, Veritus Group
Bloomerang Community for the…
Problem = Opportunity
3 Operating Principles
7 Pillars
Donor Retention
Donor Retention
Value Attrition Benchmarks of 33 National Organizations
CumeGiving Year Year YearLevel 1 2 3
1,000$ -‐58.62% -‐45.83% -‐61.45%
2,500$ -‐57.26% -‐40.61% -‐60.85%
3,000$ -‐61.32% -‐45.55% -‐55.29%
10,000$ -‐50.71% 0.92% -‐27.10%
Value Lost By Class Year
D o n o r Re t e n t i o n
Donor Retention
Donor Retention
D o n o r Re t e n t i o n
Attrition: Problem AND Opportunity
Three Operating Principles
…and One Important Thought…
Treat Donors as Partners
Not Just Sources of Cash
Donors Have Life!
Money Transfers Value
Money is a result – NOT an objective.
What is All This About?
Seven Pillars of a Major Gift Program
Pillar 1: The Right Caseload
Caseload Pool Donors that meet a predetermined metric
450
Qualified Caseload Group of donors that want to relate
150
A B C
Tiering Caseload
Donors
Pillar 1: The Right Caseload
Pillar 1: The Right Caseload
Pillar 2: Create Goals
Pillar 3: A Plan for Every Donor
Interest CommName Goal Passion Pref Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Paul Smith $ 5,000 Disaster Services Email
YMAD touch
Email Internal memo
Invite to EDS Briefing
YMAD + person helped letter Bday Card
Visit prog site - opp briefing
YMAD plus ask
YMAD touch and thanks
Ride along in EDS vehicle for demo
YMAD with possible special ask
Invite to Board Luncheon
YMAD - book on the poor
Betty Richards $ 25,000 Single Mothers
Personal Visits
YMAD touch - lunch at Applebees
Tour House of Hope - meet Sally/kid
Internal doc on expansion plans + YMAD
Invite to architect briefing+ dinner
Visit in home present final plan and ask
Thanks and YMAD
Invite to "Foundersluncheon
Research on plight of single moms
Bday Card and YMAD
Ground breaking ceremony, visit w/new mom
YMAD with possible special ask
YMAD and gift of H of H child drawing
At least one “touch” per month…
Pillar 3: A Plan for Every Donor
Donor Passions & Interests Communication Preferences $ Goals Frequent “touches”
Pillar 3: A Plan for Every Donor
Moves Management
Pillar 3: A Plan for Every Donor
Packaging Your Program
Project Support Portfolio A system for packaging program
Pillar 3: A Plan for Every Donor
Three Elements of an Offer
Pillar 4: Ask for Support
• Know your donor
• Make the Ask
Pillar 4: Ask for Support
Common ���Mistakes
in theAsk
Common mistakes about asking:
1. No match to donor passion and interest. 2. Relationship of trust not built. 3. Not enough feedback given prior giving. 4. Ask not put into the context of a larger vision. 5. MGO is more interested in getting the money than fulfilling donor
interests. 6. Ask is too low. 7. MGO is not prepared to offer “terms” in payment of pledge. 8. Ask is packaged too intellectually and philosophically – void of emotion
and passion. 9. MGO is not prepared to handle objections.
Pillar 5: Thank Donors
Pillar 6: Report Back
Donors want to know that their giving has made an impact.
Pillar 6: Report Back
You made me aware.
You asked me to help.
Said it would make a difference.
I believed you. Gave
what I could.
You told me my gift made a
difference.
So I want to help again.
You didn’t tell me I made a difference… so I gave
somewhere else to make a
difference.
Pillar 7: Love Accountability
Metrics are your friends.
Pillar 7: Love Accountability
FY11 FY12 % FY13 %Total Total Change Total Change
MGO #1 Original CL 618,359$ 684,983$ 10.77% 859,246$ 25.44%MGO #1 Revised CL 274,808$ 417,422$ 51.90% 1,232,742$ 195.32%
MGO #2 1,086,230$ 1,258,591$ 15.87% 1,335,046$ 6.07%
MGO #3 w/$2 million gift 701,128$ 794,177$ 13.27% 2,654,474$ 234.24%MGO #3 w/o $2 million gift 701,128$ 794,177$ 13.27% 654,474$ -17.59%
MGO #4 341,701$ 365,000$ 6.82% 410,000$ 12.33%
TotalsWith $2 million gift 2,403,867$ 2,835,190$ 17.94% 5,632,262$ 98.66%Without $2 million gift 2,403,867$ 2,835,190$ 17.94% 3,632,262$ 28.11%
Note how $2 million gift "hides" poor performance of caseload.
Donors from MGO #1 caseload were given to MGO #2 to get that position started.
One Gift Can Hide Poor Performance
Pillar 7: Love Accountability
New Money Can Cover a Loss
Major Gift Program Resources
Seven Pillars of a Major Gift Program
• Passionate Giving Blog
• “It’s Not JUST About the Money”
• White Papers available
• Marketing Impact Chart
• Program Support Portfolio
Coming this Spring!
Sign up for more information:
www.VeritusGroup.com/ major-gift-academy-list/
VeritusGroup.com
267-254-2939
jschreifels@veritusgroup.com
Building Authentic Donor Relationships
facebook.com/VeritusGroup @VeritusGroup
VeritusGroup.com/passionate-giving-blog
Questions?
https://bloomerang.co/resources
•Nonprofit Wrap-‐Up •Bloomerang TV •Bloomies
•Daily blog post •Weekly webinars •Downloadables
Our next free webinar »
How Nonprofits Can Use Behavioural Economics to Increase Fundraising Revenue
Thursday, February 4th - 1:00pm Eastern
Leah Eustace, M.Phil, CFRE, ACFRE
https://bloomerang.co/resources/webinars
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