The Artful Solicitor: Successful Major Gift Moves Management

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Major gifts fundraising is highly individualized. It focuses on the 10 percent who can give the 90 percent. Unlike direct response and special events, a major gift solicitation is most likely to succeed only when you physically and psychologically get in "front" of your prospects. Involvement is the key.Moves Management, initially developed by G.T. "Buck" Smith and David Dunlop at Cornell University, is a disciplined process of relationship management that is the best way to assure the maximum return on investment. During the webinar, we will examine the process and explore the methods of moves management from prospect identification and research through involvement, solicitation and stewardship.

Transcript

PowerPoint Presentation

Sponsored by:A ServiceOf:

The Artful Solicitor:

Successful Major Gift Moves Management

David A Mersky

October 26, 2011

Sponsored by:A ServiceOf:

Advising nonprofits in:

Strategy Planning Organizational Development

www.synthesispartnership.com

(617) 969-1881

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Sponsored by:A ServiceOf:

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Sponsored by:A ServiceOf:

Todays Speaker

David A. MerskyFounder and Managing Director,

Mersky, Jaffe & Associates

Hosting:

Sam Frank, Synthesis PartnershipAssisting with chat questions:

April Hunt, Nonprofit Webinars

The Artful Solicitor:Successful Major Gifts Moves Management

October 26, 2011

CASE STUDY IN THE USE OF

VOLUNTEERS

IN CULTIVATION

AND BEYOND

2011 Mersky, Jaffe & Associates

Setting the Scene

You are the director of major gifts

You receive the following email from the

agency CEO about a donor with increased

giving potential who is the President of a

local company, Power Tools, Inc.

Your agency raises much of its funds through

leadershipmajor and principalgifts.

2011 Mersky, Jaffe & Associates

The Message

Met Howard Jackson of Power Tools, Inc.

Last year Howard gave $10,000 without even

being asked.

He has attended an educational program of

ours in the past

I do know he is doing well and his wife

inherited some wealth.

2011 Mersky, Jaffe & Associates

The Message

At our last Board meeting I checked around

and found the following connections

contacts we can get to. William Bell-- Plays golf with Power Tools' corporate controller.

Franklin Fields -- As you know, he recently moved from a Wall Street firm to become Vice President for

Finance at Power Tools.

Al Green-- Is Vice President of the Kalek Corporation which is one of Power Tools' major suppliers.

He and Howard have known each other and done business together for years.

Charles Reagan -- Is distantly related to Power Tools' Board Chairman and sees him frequently at their

club.

Phil Burns -- Is a major shareholder in Power Tools, and, of course, is a donor of ours at the $1,000,000

level. I believe Phil could be giving more.

John Jack Kennedy -- As the President of Precision Material Handling sits on several boards with

Howard and sees him socially.

2011 Mersky, Jaffe & Associates

The Questions

What should be our next steps with Howard?

How can we use our contacts with him?

How can we best engage him?

I believe his first gift was perceived as a favor to

me and a civic duty, and I think we may need

something stronger this time.

He has never been to the center and doesn't

know us very well, but an upgraded gift would be

a huge boost to our campaign. 2011 Mersky, Jaffe & Associates

Additional Data

Howard is age 66; his spouse, Alice, is 63.

The Jacksons are peripherally involved.

Net worth of $50.0 million.

Annual income is $2,500,000.

Three children, all grown and successful.

Prior to the recent gift of $10,000, he had given

$1,000 annually for the last 10 years, and, through

his company, once gave an additional $5,000.

2011 Mersky, Jaffe & Associates

PROPER

PLANNING

PREVENTS

POSSIBLE

POOR

PERFORMANCE

2011 Mersky, Jaffe & Associates

PROPER

PLANNING

PROMOTES

POSSIBLE

POSITIVE

PERFORMANCE

2011 Mersky, Jaffe & Associates

Preparing Your Response

1. Who is on your cultivating and soliciting team?

2. What moves should you consider?

3. How much to request?

4. For what purpose?

2011 Mersky, Jaffe & Associates

MAJOR GIFTS MOVES

MANAGEMENT

2011 Mersky, Jaffe & Associates

2011 Mersky, Jaffe & Associates

What is Moves Management?

Fundraisers manage a series of steps (moves)

for each identified prospect which will

move prospects from Attention to

Interest to

Desire to

Action

Continually moving to the next gift.

2011 Mersky, Jaffe & Associates

What is a Move?

Each move represents a discrete contact Email

Phone call

Letter

Fax

Face-to-face conversation

Planned events

Background vs. Foreground Moves

Cultivation where solicitation does not occur One move per monthtwelve per year

2011 Mersky, Jaffe & Associates

Goal of Each Move

In cultivation, hard to quantify goal

Avoid goals that are too general

Be realisticnot a major gift in three moves

Sample goals Prospect accepts an invitation to a site visit

Gain a better sense of how the prospect feels about agency

Determine if pace of moves and goals is correct

Best possible and minimal acceptable outcomes

2011 Mersky, Jaffe & Associates

Planning Each Move

Review key points to cover during the move

List benefits that will appeal to prospect

What action are you asking prospect to take, i.e.,

what should be the next step in the process

List questions you anticipate the prospect will

ask as well as your answers

2011 Mersky, Jaffe & Associates

Who Participates in Moves

Management? The prospect or moves manager

a staffer

Primary player the person to whom the prospect is not able to say no

Natural partners sources of information with strong relationships

Centers of Influence additional sources of information

2011 Mersky, Jaffe & Associates

Role of the Moves Manager

Develop a strategy for each prospect

Track prospects relationship to organization

Plan moves

Coordinate primary players, natural partners and

centers of influence

Execute the plan

Reconfigure the strategy/refine the plan

Coordinate refined plan and execute new moves

2011 Mersky, Jaffe & Associates

2011 Mersky, Jaffe & Associates

Managing the Moves Process

2011 Mersky, Jaffe & Associates

Identifying Prospects

Gathering Partners to Provide Information

Evaluating Prospects

Tracking Moves

Maintaining Accountability: The Major Gifts

Management Team

Keeping Score

Identifying Prospects

2011 Mersky, Jaffe & Associates

Review your current database of donors

Screen for frequency, recency, upgrades and

diamonds in the rough

Engage your board collectively and

individuallythe hunt for sources of

information and relationships

Identifying Prospects: Engaging

and Gathering Partners

2011 Mersky, Jaffe & Associates

Distribute a list of suspects

Ask your board membersideally,

individuallyif not, then collectively What is the prospects gift capacity rating?

Do you have access to this prospectwill they return

your call?

Can you share information about this prospect?

Comments?

Do you Remember Howard

Jackson? Who could be the primary player, natural

partners, and/or centers of influence?.

.

2011 Mersky, Jaffe & Associates

Name and Description PP/NP/CoI

William Bell-- Plays golf with Power Tools' corporate controller.

Franklin Fields -- As you know, he recently moved from a Wall Street firm to become Vice President for

Finance at Power Tools.

Al Green-- Is Vice President of the Kalek Corporation which is one of Power Tools' major suppliers. He

and Howard have known each other and done business together for years

Charles Reagan -- Is distantly related to Power Tools' Board Chairman and sees him frequently at their

club.

Phil Burns -- Is a major shareholder in Power Tools, and, of course, is a donor of ours at the $1,000,000

level. I believe Phil could be giving more.

John Jack Kennedy -- As the President of Precision Material Handling sits on several boards with

Howard and sees him socially.

Evaluating Prospects

2011 Mersky, Jaffe & Associates

Evaluating Prospects

2011 Mersky, Jaffe & Associates

Why is this individual a prospect?

In what has this person expressed interest?

For what purposes should funding be sought?

What is the giving capacity?

What is our present relationship?

Who are partners/centers of influence?

What is the moves plan for the next year?

Evaluating Financial Capacity

2011 Mersky, Jaffe & Associates

Net Worth more is better

Discretionary Income see above

Number of Children less is more

Age 55+ are more willing to make a major gift

Prior Gifts to Others giving begets giving

Evaluating Financial Capacity

2011 Mersky, Jaffe & Associates

Prior Gifts to Your Organization giving begets giving particularly if well-stewarded (c.f.,

Augu