People Give to PeopleDec. 8, 2009

Major Donor Fundraising

One of Life’s Greatest Fears

Studies show that there are three big fears in life:

1.Death

2.Public Speaking

3.Asking for Money (yikes!)

It’s All About Relationships

It’s a team effort

It involves everyone in the organization

• You never know when she might call• You never know when he might visit• You never know when they might donate

Definition

An individual (or family) able to donate at a level which will impact your work significantly

Is this $500? $1K? $10K? Transformational?

You need to decide.

Major Donors are investors.

They are Partners in your work.

• Greater accountability• More information• Access to staff• Special treatment• Status as an insider with the BOD

How Do I find Major Donors?

Rule # 1

Stay inside your service area.

Rule #2

Start with your Board.

Rule #3

Do your research.

Rule #4

Be certain of what you are asking for.

The Rules

Rule #1 Stay inside your service area.

When dealing with local issues you will almost never get a major gift from someone who lives outside the area. They have no vested interest, no affinity, no connection.

Rule #2 Start with your Board.• Board members should be your 1st source of

major gifts.• Not all can be major donors, but they should

give something.• Acquiring Board gifts is the task of the Board

chair.• 20% of your ops budget should come from

your Board (ouch!).• Without a balanced Board sustained growth

will be difficult.

Rule #3 Research

Major Donors fall into 2 groups:

1. Those personally touched or motivated by your programs and services

2. Those influenced or impressed by what you do

Start with your existing list.

Research Con’t.• Review your list of

clents/users/donors/board with a fine tooth comb

• Research donors of similar organizations. Look at Web, annual rept., events, sponsors, etc.

• Call a special Board meeting to review prospects

• Find out who the biggest players are in the community

Cultivation

• Gather basic info: name, phone, email, company, title, interests, spouse, children, giving potential, connection to your org.

• Create a database. If you’re small you don’t need anything fancy. If you’re big, you need a donor management system

7 Basic Techniques

1. Bring donor to your organization2. Go out and meet the donor3. Keep in touch with the donor4. Look for ways to help the donor5. Find ways to connect the donor to programs

and staff6. Once gift is received, thank quickly &

personally7. Recognize accordingly

Bring Donor to Org WHY?

• You’ll have their undivided attention• You can show how a donation will be used• You can introduce them to staff• You can introduce them to clients• They can ask ?s• They’ll acquire and share info with others• They may give you a gift right away!!

Go Out and Meet Donor WHY?

• Shows initiative• Allows you to hone selling skills on their

turf• You can ask for advice instead of $• If your prospect is speaking somewhere

you can attend and make a point to connect

• Face-to-face contact is imperative

Keep in Touch WHY?

• Face-to-face is not enough• Send them a note after any face to face• Put them on your mailing list• Send them press releases and press clippings• Invite them to events• Consider having a client send a thank you note

Be of Service to Donors WHY?

• As an ED (or development officer), you have numerous contacts that could be helpful

• Invite a prospect to an event hosted by a prominent community member

• Watch for opportunities…don’t spend a great deal of energy on this

Bring Donors Closer to Org WHY?

• Having prospects meet staff creates a sense of community. The prospect may “click” with someone sharing common interests

• It enhances the feeling of partnership

• Prospects like the idea of being able to communicate with multiple staff

Rule #4 Be preparedYou need to be confident of what you are asking from

each donor. Understand their potential, their interests, and the preferred approach.

• Who should ask? What should

They ask for? What’s your

backup plan?• Do you have the appropriate

materials? Case Statement?

Video? Powerpoint?

Meeting Chronology

1. Introduction – 5 mins

2. Personal interaction – 5-20 mins

3. Tell your story – 10-15 mins

4. Ask – 5 mins and maybe longer

5. This meeting is about your donor, not you. Do not monopolize the conversation. Spend a lot of time listening.

Solicitation

• You’re a salesperson. You need to know what you’re selling inside and out

• You need an arsenal of stories; anecdotal evidence of success

• You need to understand your finances• You need to articulate your uniqueness• You need to know what is likely to appeal to the

prospect• You cannot sound desperate

After the Ask

• Thank-you note

• Phone call

• Info on program as it develops

• Invitations to events

• Occasional visits

You Got a Big Gift YEAH!

• Call immediately and thank the donor

• Send a note signed by staff/clients

• Be humble

• Don’t show disappointment if your gift was smaller than anticipated

Recognition

• Thanking is private. Recognition is public.• Consider the donor’s wishes• Get permission before doing any of the

following:– Press release– Naming opportunity– Donor wall– Newsletter, ann. Rept. Listing– Recognition event

No Gift…No Worries

• Try and find out why:– Is there something that concerns you about

our organization?– Would you be more interested in making the

gift over time?– Would another time be better for you?– What can I do to help you say yes?

Each donor will have a unique answer. Listen and respond accordingly.

No is not always no. Sometimes it means…later, or if, or but, or maybe.

Just remember that it does not mean NEVER.

Thank You!!