BCSVP Major Donor Fundraising

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  • 1. People Give to People Dec. 8, 2009 Major Donor Fundraising
  • 2. One of Life’s Greatest Fears
    • Studies show that there are three big fears in life:
    • Death
    • Public Speaking
    • Asking for Money (yikes!)
  • 3. 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
  • 4. 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.
  • 5.
    • 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
  • 6. 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.
  • 7. 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.
  • 8.
    • 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.
  • 9.
    • 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.
  • 10.
    • 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
  • 11. 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
  • 12.
    • 7 Basic Techniques
    • Bring donor to your organization
    • Go out and meet the donor
    • Keep in touch with the donor
    • Look for ways to help the donor
    • Find ways to connect the donor to programs and staff
    • Once gift is received, thank quickly & personally
    • Recognize accordingly
  • 13. 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!!
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18.
    • Rule #4 Be prepared
    • You 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?
  • 19. Meeting Chronology
    • Introduction – 5 mins
    • Personal interaction – 5-20 mins
    • Tell your story – 10-15 mins
    • Ask – 5 mins and maybe longer
    • This meeting is about your donor, not you. Do not monopolize the conversation. Spend a lot of time listening.
  • 20. 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
  • 21. After the Ask
    • Thank-you note
    • Phone call
    • Info on program as it develops
    • Invitations to events
    • Occasional visits
  • 22. 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
  • 23. 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
  • 24. 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?
  • 25.
    • 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.
  • 26.
    • Thank You!!