Wondering how to invest your time for the greatest return in
this challenging economy?

Build a Donor Cultivation Program ...
Blackbaud is proud to support NAYDO and the
  professional development of it’s members

       This session is underwritte...
Housekeeping
•   Attendees are encouraged to interact and ask questions
        ‘Chat’   directly to presenter or ask the ...
“Building a Donor Cultivation Program

     at   YOUR           YMCA”


   Erik J. Daubert MBA, ACFRE
  Nonprofit Manageme...
Erik J. Daubert MBA, ACFRE
Nonprofit Management Specialist
National YMCA Basic
            Principles
• YMCA fundraising campaigns should be based
  upon relationship-building and a...
Donor Centered Cycle of Giving
                      Plan Next     Community
                        Step          Need
  ...
Americans (North!) Are Generous

• Close to 90% of all North American
  households made a gift
  – 89% in US and 84% in Ca...
Where Donors Give Their Gifts
Organizations :
• That meet important needs
• They respect & have confidence in
• They trust...
Why People Give
•   They’re Involved    • Concern for Others
•   Preserve Values     • Habit
•   Repay Debt          • Tax...
Someone in your past
       lied to you…

…fundraising is NOT about $$$.

 Fundraising is about connecting
 people to thei...
What do you need to raise money
     FOR at YOUR YMCA?
• Operations?
• Capital Project?
• Sustaining work (financial assis...
Advancing YOUR
      YMCA…

What’s YOUR YMCA story?

Why should I (or anyone
else) give money to YOUR
YMCA?
• What is YOUR YMCA story - why should
  someone give to YOUR YMCA.

  – What is the case?
  – What is the story?
  – What...
What are YOU doing to grow and
      BUILD RELATIONSHIPS
              through…
•   Annual Campaign
•   Capital Campaign
•...
Each effort should have relationship
 building (donor cultivation!?) as a
     core part of your strategy
•   Annual Campa...
Your goal should be to…
•   ENGAGE with the donor ☺
•   Determine what interests THEM!
•   Find out how they think and act...
Who are your major
donors/prospects?
RIGHT NOW!!!
List Your #1 - Top Prospect for whatever
  your biggest campaign effort is…

•   Annual
•   Capital
•   Endow...
When is their birthday?

•Date
• Month
•Year
When we meet and interact with
 individuals, we want to ADVANCE
our cause and their relationship with
            the YMCA...
Where Interest and Capacity Meet…
                     Targeted Donor Centered Fundraising

                 9

          ...
What are you doing to GROW
 donor/prospects at YOUR
          YMCA?
Involvement
                                         Involvement

                      Awareness and Education
          ...
Cultivating a Major Ask is Critical…
• Often times, major gifts are 90% - even
  95% - cultivation and only 5% or 10%
  as...
But You Cannot Cultivate Everyone
        the Same Way…
• Who has the most potential?
• Who can yield the greatest results...
Then Build a Plan!
• Who should I connect with?
• Who do I connect with “naturally”?
• Who on my staff can be a strong
  c...
Intentional Major Gifts Plan
•   Starts with a Good Master Plan
•   Always looking for major donors
•   Operates year-roun...
Develop a Personalized Plan for
       Your Top Prospects
• Who is the best person to EVENTUALLY solicit
  this donor/pros...
What phase is the prospect in?
• Attention – They know who we are and we know
  something about them –
  Ranking = C

• In...
Our Goals in Donor Cultivation…
•   Get to know them
•   They get to know us
•   Find our similarities
•   Match our commo...
Make it a Process…
•   Track It
•   Measure It
•   Account for it
•   Part of job description
•   Expect it
•   Reward it
...
DONOR AND PROSPECT CULTIVATION TRACKING FORM
   Name        Involvement      Staff      Volunteer      Area of       Gift ...
And at some point,
you have to ASK for
      the gift!
Some of the many endless ways to
 cultivate prospects and donors…
• Invitation to important events
• Invitations to non-fu...
Remember the Six “R’s” of Asking
           Adapted from AFP’s “Asking for Major Gifts”




•   The Right Person
•   Askin...
Ladder of Effective Asking
                                                                     Most
         (Adapted fro...
A few things we have learned from
   working with other YMCAs…
• In effective YMCAs, the CEO and/or CVO
  is a key facilit...
Other pearls of wisdom…

• If you focus on development – it actually
  works!
• If you don’t cut corners, you can make
  i...
So how are YOU going to
“move the needle” at YOUR
YMCA through an organized
 donor cultivation program?
Questions and Answers
Blackbaud is proud to support NAYDO and the
  professional development of it’s members

       This session is underwritte...
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Building A Donor Cultivation Program At Your YMCA -Naydo/Blackbaud Webinar September 2009

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Eric Daubert's session on donor cultivation. Presented at NAYDO's Sept 30 web session; spnosored by Blackbaud.

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Building A Donor Cultivation Program At Your YMCA -Naydo/Blackbaud Webinar September 2009

  1. 1. Wondering how to invest your time for the greatest return in this challenging economy? Build a Donor Cultivation Program that Really Works! Erik Daubert MBA, ACFRE September 30, 2009
  2. 2. Blackbaud is proud to support NAYDO and the professional development of it’s members This session is underwritten by Blackbaud’s YMCA Team
  3. 3. Housekeeping • Attendees are encouraged to interact and ask questions ‘Chat’ directly to presenter or ask the whole group • Be aware of your background noise and hold music • Presentation materials will be emailed to all attendees • Next NAYDO web seminar November 4th: Lance Armstrong Foundation’s use of Social Media to Broaden Reach and Engage Supporters • 2010 Conference: Members only registration deadline is October 30th
  4. 4. “Building a Donor Cultivation Program at YOUR YMCA” Erik J. Daubert MBA, ACFRE Nonprofit Management Specialist edaubert@nc.rr.com
  5. 5. Erik J. Daubert MBA, ACFRE Nonprofit Management Specialist
  6. 6. National YMCA Basic Principles • YMCA fundraising campaigns should be based upon relationship-building and are (as much as possible) face-to-face campaigns. • YMCA fundraising campaigns must tie into the YMCA’s membership involvement plans and strategies. • The YMCA needs to move toward having a year- round campaign program that includes personal contacts, communication, and relationship- building.
  7. 7. Donor Centered Cycle of Giving Plan Next Community Step Need Determine YMCA Program Donor’s Interest •Resources Identify Report Investors Back •Volunteers •Donors Meaningful Thank you Assign Relationships Prompt Build Acknowledgement Passion ASK
  8. 8. Americans (North!) Are Generous • Close to 90% of all North American households made a gift – 89% in US and 84% in Canada • US Donors Contributed 2.1% of Household Income while Canadian contributions per household continue to rise
  9. 9. Where Donors Give Their Gifts Organizations : • That meet important needs • They respect & have confidence in • They trust will be good stewards of funds
  10. 10. Why People Give • They’re Involved • Concern for Others • Preserve Values • Habit • Repay Debt • Tax Benefits • Guilt • Respect for the • Peer Recognition person asking • Join Others • Someone ASKED • Improve Community
  11. 11. Someone in your past lied to you… …fundraising is NOT about $$$. Fundraising is about connecting people to their passion through your organization…
  12. 12. What do you need to raise money FOR at YOUR YMCA? • Operations? • Capital Project? • Sustaining work (financial assistance, community outreach, etc.) • Endowment? • Programs? • Other?
  13. 13. Advancing YOUR YMCA… What’s YOUR YMCA story? Why should I (or anyone else) give money to YOUR YMCA?
  14. 14. • What is YOUR YMCA story - why should someone give to YOUR YMCA. – What is the case? – What is the story? – What does this have to do with YOUR donor/prospect? – Where does the money go? – How will YOUR YMCA use this money if it is contributed?
  15. 15. What are YOU doing to grow and BUILD RELATIONSHIPS through… • Annual Campaign • Capital Campaign • Endowment Development • Targeted Donor-Centered Major Gifts • YOUR Case for Support • YOUR Leadership Choices • YOUR Donors and Prospects • YOUR Team of staff AND volunteers
  16. 16. Each effort should have relationship building (donor cultivation!?) as a core part of your strategy • Annual Campaign • Capital Campaign • Endowment Development • Targeted Donor-Centered Major Gifts • YOUR Case for Support • YOUR Leadership Choices • YOUR Donors and Prospects • Your Team of Staff and Volunteers
  17. 17. Your goal should be to… • ENGAGE with the donor ☺ • Determine what interests THEM! • Find out how they think and act and WHY? • Find out what they love most about YOU? • It’s not about SELLING…It’s about CONNECTING with donors and prospects!
  18. 18. Who are your major donors/prospects?
  19. 19. RIGHT NOW!!! List Your #1 - Top Prospect for whatever your biggest campaign effort is… • Annual • Capital • Endowment • Special Campaign/Gift • Other?
  20. 20. When is their birthday? •Date • Month •Year
  21. 21. When we meet and interact with individuals, we want to ADVANCE our cause and their relationship with the YMCA… • Two Simple Strategies: –Best Friend Concept –Where Interest and Capacity Meet
  22. 22. Where Interest and Capacity Meet… Targeted Donor Centered Fundraising 9 8 7 6 Capacity 5 4 3 2 1 1 2 3 4 5 6 7 8 9 Interest/Willingness
  23. 23. What are you doing to GROW donor/prospects at YOUR YMCA?
  24. 24. Involvement Involvement Awareness and Education Conversion Relationship Building Casual Connected Committed Experience Service Satisfaction Ownership and and and Quality Success Loyalty
  25. 25. Cultivating a Major Ask is Critical… • Often times, major gifts are 90% - even 95% - cultivation and only 5% or 10% asking • Make and take time with key people when they come to the your facility or camp • Visit with key donors/prospects when you can between events and asking • “Work the room”
  26. 26. But You Cannot Cultivate Everyone the Same Way… • Who has the most potential? • Who can yield the greatest results for your organization? • How can you make it PERSONAL? • Where should I look for these prospects? – Membership – Leadership – Donors – Community – Other?
  27. 27. Then Build a Plan! • Who should I connect with? • Who do I connect with “naturally”? • Who on my staff can be a strong connector with donors and prospects? • Who of my volunteers can be a connector with donors and prospects? • What committees might be involved? • How can we divide the work/play?
  28. 28. Intentional Major Gifts Plan • Starts with a Good Master Plan • Always looking for major donors • Operates year-round • Low key but continuing basis • Minimum CEO, Executive Director, plus Board Chair and select other Board members are directly involved
  29. 29. Develop a Personalized Plan for Your Top Prospects • Who is the best person to EVENTUALLY solicit this donor/prospect? • Is this prospect ready? Do you need or have more time to cultivate their interest? • How much time/money could they give if properly motivated? What would motivate them? • Is there something in our case that might be especially appealing to them? • Who is the best team to work the prospect? Staff/Volunteer? Both?!
  30. 30. What phase is the prospect in? • Attention – They know who we are and we know something about them – Ranking = C • Interest – They are interested in us and we are interested in them Ranking = B • Desire – We share our goals and aspirations for the YMCA and they are in tune Ranking = A – READY TO ASK?!
  31. 31. Our Goals in Donor Cultivation… • Get to know them • They get to know us • Find our similarities • Match our common interests • Share our common values • Personal contact • Reasonable time • Recurring and regular contact – with purpose
  32. 32. Make it a Process… • Track It • Measure It • Account for it • Part of job description • Expect it • Reward it • Hire it
  33. 33. DONOR AND PROSPECT CULTIVATION TRACKING FORM Name Involvement Staff Volunteer Area of Gift Prospect Next Date Expected Assigned Assigned Interest Target Readine Move Outcome ss *(A-C) 1. John Doe Parent of Ann Rick Child Care $2,500 A Rick 9/01/09 Gift & Child Care Dykes Dunn (Ready contact to Chair Participant to set up Community Solicit!) meeting at Gifts Child Care Site to make solicitation 2. Jim Smith Aerobics 3x Susie Bob Outreach $5,000 C (Needs Susie 9/15/09 Accept per week Aerobics Smith Camp More invite to Volunteer Instructor Cultivati coffee after Opportunity on and class to Qualifica visit about tion as a volunteer Prospect) opportuniti es 3. Tom Current Gene Randy Teens $15,000 B. (Likes Randy call 10/15/09 Tom Jones Franken Donor Dooley Jackson Teens – and agrees to $2,500 not yet personally come on invested invites to tour of the in us) tour teen teen center center *A Ready to be solicited *B Has interest, needs cultivation *C Need to be qualified
  34. 34. And at some point, you have to ASK for the gift!
  35. 35. Some of the many endless ways to cultivate prospects and donors… • Invitation to important events • Invitations to non-fundraising activities • Lunch, dinner, breakfast, coffee, food! • “Insiders” group opinion session • Talk about and feature them! • Honor and recognize them – in LITTLE Ways! • Thank, handwritten, engage, celebrate
  36. 36. Remember the Six “R’s” of Asking Adapted from AFP’s “Asking for Major Gifts” • The Right Person • Asking the Right Person • In the Right Way • At the Right Time • For the Right Amount • For the Right Project
  37. 37. Ladder of Effective Asking Most (Adapted from Indiana University The Fund Raising School) Personal: Faces to Face _____ Personal: Face to Face _____ Personal Letter WITH Phone Follow _____ Personal Letter NO Phone Follow _____ Personal Phone Call WITH Letter Follow ______ Personal Phone Call NO Letter Follow _____ Personalized Letter _____ Phone Solicitation/Phonathon _____ Impersonal Letter/Direct Mail _____ Impersonal Phone/Telemarketing _____ Fundraising Benefit/Special Event _____ Door to Door _____ Media/Advertising _____ Least
  38. 38. A few things we have learned from working with other YMCAs… • In effective YMCAs, the CEO and/or CVO is a key facilitator of new ideas • We should take calculated risks that have impact and a high probability of generating high returns • Coming up with new ideas is easy – implementing them is hard
  39. 39. Other pearls of wisdom… • If you focus on development – it actually works! • If you don’t cut corners, you can make incredible things happen. • It’s called development – not “Polaroid” • When people do best practices – good things happen long term.
  40. 40. So how are YOU going to “move the needle” at YOUR YMCA through an organized donor cultivation program?
  41. 41. Questions and Answers
  42. 42. Blackbaud is proud to support NAYDO and the professional development of it’s members This session is underwritten by Blackbaud’s YMCA Team

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