BCSVP Major Donor Fundraising


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BCSVP Major Donor Fundraising

  1. 1. People Give to People Dec. 8, 2009 Major Donor Fundraising
  2. 2. One of Life’s Greatest Fears <ul><li>Studies show that there are three big fears in life: </li></ul><ul><li>Death </li></ul><ul><li>Public Speaking </li></ul><ul><li>Asking for Money (yikes!) </li></ul>
  3. 3. It’s All About Relationships <ul><li>It’s a team effort </li></ul><ul><li>It involves everyone in the organization </li></ul><ul><ul><li>You never know when she might call </li></ul></ul><ul><ul><li>You never know when he might visit </li></ul></ul><ul><ul><li>You never know when they might donate </li></ul></ul>
  4. 4. Definition <ul><li>An individual (or family) able to donate at a level which will impact your work significantly </li></ul><ul><li>Is this $500? $1K? $10K? </li></ul><ul><li>Transformational? </li></ul><ul><li>You need to decide. </li></ul>
  5. 5. <ul><li>Major Donors are investors. </li></ul><ul><li>They are Partners in your work. </li></ul><ul><li>Greater accountability </li></ul><ul><li>More information </li></ul><ul><li>Access to staff </li></ul><ul><li>Special treatment </li></ul><ul><li>Status as an insider with the BOD </li></ul>
  6. 6. How Do I find Major Donors? <ul><li>Rule # 1 </li></ul><ul><li>Stay inside your service area. </li></ul><ul><li>Rule #2 </li></ul><ul><li>Start with your Board. </li></ul><ul><li>Rule #3 </li></ul><ul><li>Do your research. </li></ul><ul><li>Rule #4 </li></ul><ul><li>Be certain of what you are asking for. </li></ul>
  7. 7. The Rules <ul><li>Rule #1 Stay inside your service area. </li></ul><ul><li>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. </li></ul>
  8. 8. <ul><li>Rule #2 Start with your Board. </li></ul><ul><li>Board members should be your 1st source of major gifts. </li></ul><ul><li>Not all can be major donors, but they should give something. </li></ul><ul><li>Acquiring Board gifts is the task of the Board chair. </li></ul><ul><li>20% of your ops budget should come from your Board (ouch!). </li></ul><ul><li>Without a balanced Board sustained growth will be difficult. </li></ul>
  9. 9. <ul><li>Rule #3 Research </li></ul><ul><li>Major Donors fall into 2 groups: </li></ul><ul><li>1. Those personally touched or motivated by your programs and services </li></ul><ul><li>2. Those influenced or impressed by what you do </li></ul><ul><li>Start with your existing list. </li></ul>
  10. 10. <ul><li>Research Con’t. </li></ul><ul><li>Review your list of clents/users/donors/board with a fine tooth comb </li></ul><ul><li>Research donors of similar organizations. Look at Web, annual rept., events, sponsors, etc. </li></ul><ul><li>Call a special Board meeting to review prospects </li></ul><ul><li>Find out who the biggest players are in the community </li></ul>
  11. 11. Cultivation <ul><li>Gather basic info: name, phone, email, company, title, interests, spouse, children, giving potential, connection to your org. </li></ul><ul><li>Create a database. If you’re small you don’t need anything fancy. If you’re big, you need a donor management system </li></ul>
  12. 12. <ul><li>7 Basic Techniques </li></ul><ul><li>Bring donor to your organization </li></ul><ul><li>Go out and meet the donor </li></ul><ul><li>Keep in touch with the donor </li></ul><ul><li>Look for ways to help the donor </li></ul><ul><li>Find ways to connect the donor to programs and staff </li></ul><ul><li>Once gift is received, thank quickly & personally </li></ul><ul><li>Recognize accordingly </li></ul>
  13. 13. Bring Donor to Org WHY? <ul><li>You’ll have their undivided attention </li></ul><ul><li>You can show how a donation will be used </li></ul><ul><li>You can introduce them to staff </li></ul><ul><li>You can introduce them to clients </li></ul><ul><li>They can ask ?s </li></ul><ul><li>They’ll acquire and share info with others </li></ul><ul><li>They may give you a gift right away!! </li></ul>
  14. 14. Go Out and Meet Donor WHY? <ul><li>Shows initiative </li></ul><ul><li>Allows you to hone selling skills on their turf </li></ul><ul><li>You can ask for advice instead of $ </li></ul><ul><li>If your prospect is speaking somewhere you can attend and make a point to connect </li></ul><ul><li>Face-to-face contact is imperative </li></ul>
  15. 15. Keep in Touch WHY? <ul><li>Face-to-face is not enough </li></ul><ul><li>Send them a note after any face to face </li></ul><ul><li>Put them on your mailing list </li></ul><ul><li>Send them press releases and press clippings </li></ul><ul><li>Invite them to events </li></ul><ul><li>Consider having a client send a thank you note </li></ul>
  16. 16. Be of Service to Donors WHY? <ul><li>As an ED (or development officer), you have numerous contacts that could be helpful </li></ul><ul><li>Invite a prospect to an event hosted by a prominent community member </li></ul><ul><li>Watch for opportunities…don’t spend a great deal of energy on this </li></ul>
  17. 17. Bring Donors Closer to Org WHY? <ul><li>Having prospects meet staff creates a sense of community. The prospect may “click” with someone sharing common interests </li></ul><ul><li>It enhances the feeling of partnership </li></ul><ul><li>Prospects like the idea of being able to communicate with multiple staff </li></ul>
  18. 18. <ul><li>Rule #4 Be prepared </li></ul><ul><li>You need to be confident of what you are asking from each donor. Understand their potential, their interests, and the preferred approach. </li></ul><ul><li>Who should ask? What should </li></ul><ul><li>They ask for? What’s your </li></ul><ul><li>backup plan? </li></ul><ul><li>Do you have the appropriate </li></ul><ul><li>materials? Case Statement? </li></ul><ul><li>Video? Powerpoint? </li></ul>
  19. 19. Meeting Chronology <ul><li>Introduction – 5 mins </li></ul><ul><li>Personal interaction – 5-20 mins </li></ul><ul><li>Tell your story – 10-15 mins </li></ul><ul><li>Ask – 5 mins and maybe longer </li></ul><ul><li>This meeting is about your donor, not you. Do not monopolize the conversation. Spend a lot of time listening. </li></ul>
  20. 20. Solicitation <ul><li>You’re a salesperson. You need to know what you’re selling inside and out </li></ul><ul><li>You need an arsenal of stories; anecdotal evidence of success </li></ul><ul><li>You need to understand your finances </li></ul><ul><li>You need to articulate your uniqueness </li></ul><ul><li>You need to know what is likely to appeal to the prospect </li></ul><ul><li>You cannot sound desperate </li></ul>
  21. 21. After the Ask <ul><li>Thank-you note </li></ul><ul><li>Phone call </li></ul><ul><li>Info on program as it develops </li></ul><ul><li>Invitations to events </li></ul><ul><li>Occasional visits </li></ul>
  22. 22. You Got a Big Gift YEAH! <ul><li>Call immediately and thank the donor </li></ul><ul><li>Send a note signed by staff/clients </li></ul><ul><li>Be humble </li></ul><ul><li>Don’t show disappointment if your gift was smaller than anticipated </li></ul>
  23. 23. Recognition <ul><li>Thanking is private. Recognition is public. </li></ul><ul><li>Consider the donor’s wishes </li></ul><ul><li>Get permission before doing any of the following: </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Naming opportunity </li></ul></ul><ul><ul><li>Donor wall </li></ul></ul><ul><ul><li>Newsletter, ann. Rept. Listing </li></ul></ul><ul><ul><li>Recognition event </li></ul></ul>
  24. 24. No Gift… No Worries <ul><li>Try and find out why: </li></ul><ul><ul><li>Is there something that concerns you about our organization? </li></ul></ul><ul><ul><li>Would you be more interested in making the gift over time? </li></ul></ul><ul><ul><li>Would another time be better for you? </li></ul></ul><ul><ul><li>What can I do to help you say yes? </li></ul></ul>
  25. 25. <ul><li>Each donor will have a unique answer. Listen and respond accordingly. </li></ul><ul><li>No is not always no. Sometimes it means…later, or if, or but, or maybe. </li></ul><ul><li>Just remember that it does not mean NEVER. </li></ul>
  26. 26. <ul><li>Thank You!! </li></ul>