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7/29/2019 Rainmaking: The Formula for Major Gift Success
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Major Gift Fundraising: Strategy and Planning
Ann Marie Byrd, Development Director, Catholic Charities SpokaneAndrew Olsen, CFRE, Sr. Development Advisor, Russ Reid
September, 2012
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Weve been going through a droughtBUT THE RAIN IS COMING SOON!
The Situation: Giving has not yet returned to 2007 levels, but therain is coming
2011 - $293 billion donated
2010 - $291 billion donated
2009 - $280 billion donated
2008 - $306 billion donated
2007 - $307 billion donatedStatistics acquired from Giving USA 2011 report
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How this impacts YOU
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Typical long term donor value
Donors who have given less than $10,000
LTDV = $200 to $500 over a five year period
Donors who have given more than $10,000
LTDV = $3,500or 18 to 20 times greater than regular donor
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Cost of fundraising impact
Special event cost of fundraising is approximately 50% - 70%
Direct Response cost of fundraising is approximately 30%40%
Major Donor cost of fundraising is approximately 5%10%
These estimates include staff costs too. The benefits of a Major
Gifts programs are evident.
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Pyramid of giving
6
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The importance of a Major Gift program
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Six reasons you should have a major gifts program
1. Adds revenue to the bottom line
2. Greater donor involvement
3. Decreases overall cost of fund raising by reducing dependence onspecial events, government funds and direct mail
4. Great return on investment
5. Major gifts can represent 20 50% of your overall fundraisingrevenue
6. Positive impact on GIK, public relations, planned giving,Capital Campaign support, significant year-end giving, generatingcommitted volunteers
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Where is your development program?
A Robust Program
Many are involved.
Fundraising as Art & Science.
Leadership is maximized.
Your Case = Vision & Impact.
Diverse income generation:
Mass fundraising,
Major Gifts,
Planned Giving,
Special Events,
Institutional Funding, and
Churches and Civic Groups.
Donors qualifying donors.
New prospects everyday.
A Growing Program
Development staff grows.
Fundraising as Science.
Increased Board involvement.
Your Case=We Do This.
New fundraising strategies tried.
Development Committee formed.
Development is staff driven.
Volunteers become involved.
A Limited Program
Limited staff.
Ad hoc fundraising.
Limited Board involvement.
Your Case=Immediate Needs.
One major funding stream.
.
Begin Where You Are!
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Traditional view of major gift development
Identify
Qualify
CultivateSolicit
Steward
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Major donor development model
Identify/Qualify
Build trustingrelationship
Identifyphilanthropic
passion
Match passionto program
Evaluation andcommitment
Createmeaningful
givingexperience
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Building the major donor development program
Support flows to promising programs rather than needy
institutions. Si Seymour
Major donor development model courtesy ofAdvancement Resources, LLC
http://individual%20donor%20plan%20-%20quadrant%20analysis%20template.doc/http://individual%20donor%20plan%20-%20quadrant%20analysis%20template.doc/7/29/2019 Rainmaking: The Formula for Major Gift Success
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Identifying major donor prospects Who are your best major donor prospects?
Current major donors
Long-term donors who give at lower levels, but have greater capacity
New donors that come on with mid-level gifts
People who support you in other ways (non-$), but who are making
gifts to other similar organizations in the community
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Qualifying major donor prospects
This is an active engagement process
Call
Visit
Ask questions
Uncover hidden passions
Confirm the donors CIA
Capacity to make a major gift
Interest in your cause
Affinity for your organization
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Building trusting relationships
Key #1: This relationship isnt about you or your organization
Its about your donor and all the good she wants to accomplish in the
world
Key #2: The meaning of trust
Integrity
Honesty
Mutual understanding
Follow through
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Identifying philanthropic passion
What do you want to do with your resources to make an impact in
this world?
What are you passionate about?
How do you want people to remember you/your family?
If money were no object, what would you want to do to improve
the community/world, etc.?
What caused you to begin supporting us?
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Matching passion to program
Each donor should receive a custom proposal, based on the
intersection of her philanthropic passion and your program goals
Hunger
Children
Technology
Education
Immigrant populations
You arent in the restaurant business dont just shove a generic
menu in front of every donor
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Evaluation and commitment
Once youve matched passion to program, you need to present a
proposal that answers these questions for the donor:
Who What population will this impact
What Whats the problem and whats your solution?
When When will it begin, and when will we know if it was a success?
Why Why is this necessary, and why now?
How How will you solve this problem? What will the program looklike?
How Much How much will it all cost, and over what timeframe?
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Evaluation and commitment (continued)
Can I trust this organization?
Do they value me, or just my money?
Is this the right project for me? Is the timing right?
Will this enhance my legacy or my standing in the community?
Will my family/friends support my decision?
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Creating a meaningful giving experience
Its not about the money its about the impact
Look for ways to involve the donor
Identify appropriate feedback and recognition mechanisms
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Tipping points
Retirement
Sale of a business or property
Death of spouse, parent or child
IPO
Graduation of youngest child from college
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13 Major Donor Engagement Strategies
Invite major donor prospects to participate in your mission
Spend one-on-one time with major donors
Host small group events with 4-6 major donor prospect couples /
individuals
Ask them for feedback on a program they fund or one youre
looking to launch / change
Create special invitation only pre and post-event receptions for
major donors and major donor prospects
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13 Major Donor Engagement Strategies (cont.)
Invite them to meet personally with your ED or Board Chair
Create a special Executive Directors monthly communication just
for major donors and major donor prospects
Establish a major donor club with varying gift levels and benefits
Feature a major donors giving story in your newsletter
Place an appreciation article in a local publication of value to yourdonor
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13 Major Donor Engagement Strategies (cont.)
Create a special members-only portal on your website for major
donor communication and updates
Send them personalized video updates and thank you messagesfrom the field
Ask for another gift
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Catholic Charities of Spokane TY notes signed by Exec Dir, personal note for gifts of $200+
$500 - $999 get personal call from member of Admin team;
$1,000+ get call from Exec Dir
Regular updates on how gifts are impacting programs (for
restricted giving)
Personal visit for $5,000+ gifts
Birthday cards, special articles, etc.
Special events and private social gatherings
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Thank YouAndrew Olsen, CFRESr. Development Advisor, Russ [email protected]
626.463.9459
Ann Marie ByrdDirector of DevelopmentCatholic Charities of [email protected]
509.358.4266
mailto:[email protected]:[email protected]:[email protected]:[email protected]