Major  Gift  Fundraising  
Done  EASILY  
from  the  donor’s  perspective
Your  Presenter  »  
Jay  B.  Love    
CEO  and  Co-­‐Founder  of  Bloomerang    
!
•  30  Years  of  Technology  Leadersh...
stop  sign  image
Engagement

A

S

I

L

Y
Major  Gift  Success  »  
• Family  life  
• Hobbies  
• Career  
• Education  
• Aspirations  
• Passions  
• Why  they  give
Know  the  donor  »  
norman  rockwell  family  image
• Find  and  involve  they  have  relationships  with  
• Make  all  interactions  fun  (delight  them!)  
• Provide  them...
Calculate  engagement  »  
• Scoring
Calculate  engagement  »  
• Scoring  
• Create  a  year-­‐long  plan  for  engagement
Calculate  engagement  »  
Amy  Eisenstein  »  
Sample  Cultivation  Plan  »  
Free  pdf  at  www.tripointfundraising.com
• Scoring    
• Create  multi-­‐year  plan  for  engagement  
• Use  the  0%,  10%,  90%  rule
Calculate  engagement  »  
...
Engage  new  donors,  or  else  »  
Engagement

Ask

S

I

L

Y
Major  Gift  Success  »  
stop  sign  image
Donor  communications  »  
“Successful  appeals  are  
quite  simple.  At  heart,  
they  are  love  letters  to  
donors ...
Beginning  
of  mail
End  of  mail
Elapsed  time:  
1-­‐3  seconds
You’re  trying  for  “mental  nods.”
Tom’s  Secret  to  Success  »  
Keep  the  donor  at  the  center.
Tom’s  Secret  to  Success  »  
It’s  not  about  you.

It’s  about  the  donor.
Not  you.

The  donor.
Not  you.
The  donor.
Don’t  bore  them.
Tom’s  Secret  to  Success  »  
Get  them  into  a  fight.
Tom’s  Secret  to  Success  »  
Remember  your  SMIT.
Tom’s  Secret  to  Success  »  
“Focus  on  the  SMIT  (single  most  important  thing)  
you  want  to  tell  someone,  right  now.  Ideally  
focused  o...
Personalize!  »  
• Use  their  name  
• Use  the  pronoun  “you”  
• Include  an  audience  
attribute    
• (“as  a  par...
Acknowledgements  »  
• Share  stories,  not  success  
• Prove  that  it  was  worthy  of  their  support  
• Tell  how  ...
Engagement

Ask

System

I

L

Y
Major  Gift  Success  »  
team  image
All  interactions  must  be  recorded    
and  accessible  to  everyone.
butler  u  image
Engagement

Ask

System

Intelligence

L

Y
Major  Gift  Success  »  
data  image
Public  Info  is  Good  
Info  Provided  by  the  Donor  Better!
5  best  indicators  »  
5  best  indicators  »  
1. Previous  Giving  To  Your  
Nonprofit
https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐ident...
5  best  indicators  »  
1. Previous  Giving  To  Your  
Nonprofit  
2. Giving  to  Other  Nonprofits
https://bloomerang.c...
5  best  indicators  »  
1. Previous  Giving  To  Your  
Nonprofit  
2. Giving  to  Other  Nonprofits  
3. Participation  ...
5  best  indicators  »  
1. Previous  Giving  To  Your  
Nonprofit  
2. Giving  to  Other  Nonprofits  
3. Participation  ...
5  best  indicators  »  
1. Previous  Giving  To  Your  
Nonprofit  
2. Giving  to  Other  Nonprofits  
3. Participation  ...
hugging  image
Engagement

Ask

System

Intelligence

Legacy

Y
Major  Gift  Success  »  
legacy  image
When/how  to  ask  »  
• Okay  to  introduce  after  2  years  of  giving
When/how  to  ask  »  
• Okay  to  introduce  after  2  years  of  giving  
• Do  it  in  person
When/how  to  ask  »  
• Okay  to  introduce  after  2  years  of  giving  
• Do  it  in  person  
• Base  it  on  a  proj...
When/how  to  ask  »  
• Okay  to  introduce  after  2  years  of  giving  
• Do  it  in  person  
• Base  it  on  a  proj...
When/how  to  ask  »  
• Okay  to  introduce  after  2  years  of  giving  
• Do  it  in  person  
• Base  it  on  a  proj...
Engagement

Ask

System

Intelligence

Legacy

You
Major  Gift  Success  »  
Remember  »  
• Strive  for  continuous  improvement  and  education
Remember  »  
• Strive  for  continuous  improvement  and  education  
• Become  a  donor  yourself  and  see  what  other...
Remember  »  
• Strive  for  continuous  improvement  and  education  
• Become  a  donor  yourself  and  see  what  other...
Remember  »  
• Strive  for  continuous  improvement  and  education  
• Become  a  donor  yourself  and  see  what  other...
Remember  »  
“We make a living by what we get.
We make a life by what we give.” 

— Winston Churchhill
Questions?
images  via:  
https://www.flickr.com/photos/jimjanuary/  
https://www.flickr.com/photos/84388958@N03/  
https://www.flick...
Major Gift Fundraising Done EASILY
Major Gift Fundraising Done EASILY
Major Gift Fundraising Done EASILY
Major Gift Fundraising Done EASILY
Major Gift Fundraising Done EASILY
Major Gift Fundraising Done EASILY
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Major Gift Fundraising Done EASILY

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Major Gift Fundraising Done EASILY

  1. 1. Major  Gift  Fundraising   Done  EASILY   from  the  donor’s  perspective
  2. 2. Your  Presenter  »   Jay  B.  Love     CEO  and  Co-­‐Founder  of  Bloomerang     ! •  30  Years  of  Technology  Leadership   •  Over  20,000  Database  Installations   •  Former  Founder  &  CEO  of  eTapestry   •  Former  CEO  of  Master  Software/Fund-­‐Master   •  AFP  Board  Member   •  AFP  Ethics  Committee  Chairman   •  Center  on  Philanthropy  at  IU  Board  Member   •  Innovation  Fund  at  Butler  University  Board  Member   •  Gleaners  Food  Bank  Board  Member   •  Co-­‐Chair  of  Indianapolis  YMCA  Capital  Campaign
  3. 3. stop  sign  image
  4. 4. Engagement
 A
 S
 I
 L
 Y Major  Gift  Success  »  
  5. 5. • Family  life   • Hobbies   • Career   • Education   • Aspirations   • Passions   • Why  they  give Know  the  donor  »  
  6. 6. norman  rockwell  family  image
  7. 7. • Find  and  involve  they  have  relationships  with   • Make  all  interactions  fun  (delight  them!)   • Provide  them  with  (relevant)  volunteer  opportunities   • Use  their  talents  wisely   • Make  sure  they  know  multiple  people  in  the  org Become  part  of  the  family  »  
  8. 8. Calculate  engagement  »  
  9. 9. • Scoring Calculate  engagement  »  
  10. 10. • Scoring   • Create  a  year-­‐long  plan  for  engagement Calculate  engagement  »  
  11. 11. Amy  Eisenstein  »  
  12. 12. Sample  Cultivation  Plan  »   Free  pdf  at  www.tripointfundraising.com
  13. 13. • Scoring     • Create  multi-­‐year  plan  for  engagement   • Use  the  0%,  10%,  90%  rule Calculate  engagement  »   0% 10% 90%!
  14. 14. Engage  new  donors,  or  else  »  
  15. 15. Engagement
 Ask
 S
 I
 L
 Y Major  Gift  Success  »  
  16. 16. stop  sign  image
  17. 17. Donor  communications  »   “Successful  appeals  are   quite  simple.  At  heart,   they  are  love  letters  to   donors  and  prospects,   woven  through  with   clear  cries  for  help.”   ! -­‐Tom  Ahern,
 Bloomerang  Donor   Communications  Head  Coach
  18. 18. Beginning   of  mail End  of  mail Elapsed  time:   1-­‐3  seconds
  19. 19. You’re  trying  for  “mental  nods.” Tom’s  Secret  to  Success  »  
  20. 20. Keep  the  donor  at  the  center. Tom’s  Secret  to  Success  »  
  21. 21. It’s  not  about  you.
 It’s  about  the  donor.
  22. 22. Not  you.
 The  donor.
  23. 23. Not  you.
  24. 24. The  donor.
  25. 25. Don’t  bore  them. Tom’s  Secret  to  Success  »  
  26. 26. Get  them  into  a  fight. Tom’s  Secret  to  Success  »  
  27. 27. Remember  your  SMIT. Tom’s  Secret  to  Success  »  
  28. 28. “Focus  on  the  SMIT  (single  most  important  thing)   you  want  to  tell  someone,  right  now.  Ideally   focused  on  a  story  about  an  individual.”
                                -­‐-­‐  Jonathon  Grapsas
  29. 29. Personalize!  »   • Use  their  name   • Use  the  pronoun  “you”   • Include  an  audience   attribute     • (“as  a  parent,  you   know…”)   • Include  geography     • (“as  a  resident  of…”)   • Handwritten  touches,  or   all  handwritten
  30. 30. Acknowledgements  »   • Share  stories,  not  success   • Prove  that  it  was  worthy  of  their  support   • Tell  how  money  was  spent   • Multiple  modes  of  communication  (phone,  in-­‐person)
  31. 31. Engagement
 Ask
 System
 I
 L
 Y Major  Gift  Success  »  
  32. 32. team  image
  33. 33. All  interactions  must  be  recorded     and  accessible  to  everyone.
  34. 34. butler  u  image
  35. 35. Engagement
 Ask
 System
 Intelligence
 L
 Y Major  Gift  Success  »  
  36. 36. data  image Public  Info  is  Good   Info  Provided  by  the  Donor  Better!
  37. 37. 5  best  indicators  »  
  38. 38. 5  best  indicators  »   1. Previous  Giving  To  Your   Nonprofit https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors
  39. 39. 5  best  indicators  »   1. Previous  Giving  To  Your   Nonprofit   2. Giving  to  Other  Nonprofits https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors
  40. 40. 5  best  indicators  »   1. Previous  Giving  To  Your   Nonprofit   2. Giving  to  Other  Nonprofits   3. Participation  as  a   Foundation  Trustee https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors
  41. 41. 5  best  indicators  »   1. Previous  Giving  To  Your   Nonprofit   2. Giving  to  Other  Nonprofits   3. Participation  as  a   Foundation  Trustee   4. Federal  Political  Giving https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors
  42. 42. 5  best  indicators  »   1. Previous  Giving  To  Your   Nonprofit   2. Giving  to  Other  Nonprofits   3. Participation  as  a   Foundation  Trustee   4. Federal  Political  Giving   5. Real  Estate  Ownership https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors
  43. 43. hugging  image
  44. 44. Engagement
 Ask
 System
 Intelligence
 Legacy
 Y Major  Gift  Success  »  
  45. 45. legacy  image
  46. 46. When/how  to  ask  »   • Okay  to  introduce  after  2  years  of  giving
  47. 47. When/how  to  ask  »   • Okay  to  introduce  after  2  years  of  giving   • Do  it  in  person
  48. 48. When/how  to  ask  »   • Okay  to  introduce  after  2  years  of  giving   • Do  it  in  person   • Base  it  on  a  project  opportunity
  49. 49. When/how  to  ask  »   • Okay  to  introduce  after  2  years  of  giving   • Do  it  in  person   • Base  it  on  a  project  opportunity   • Legacy  can  be  increased  over  time
  50. 50. When/how  to  ask  »   • Okay  to  introduce  after  2  years  of  giving   • Do  it  in  person   • Base  it  on  a  project  opportunity   • Legacy  can  be  increased  over  time   • Be  aware  of  family  needs
  51. 51. Engagement
 Ask
 System
 Intelligence
 Legacy
 You Major  Gift  Success  »  
  52. 52. Remember  »   • Strive  for  continuous  improvement  and  education
  53. 53. Remember  »   • Strive  for  continuous  improvement  and  education   • Become  a  donor  yourself  and  see  what  other  people  do   that  works
  54. 54. Remember  »   • Strive  for  continuous  improvement  and  education   • Become  a  donor  yourself  and  see  what  other  people  do   that  works   • Build  relationships  with  estate  planning  attorneys,   financial  planners  and  CPAs  to  educate  yourself
  55. 55. Remember  »   • Strive  for  continuous  improvement  and  education   • Become  a  donor  yourself  and  see  what  other  people  do   that  works   • Build  relationships  with  estate  planning  attorneys,   financial  planners  and  CPAs  to  educate  yourself   • Give  someone  the  opportunity  to  leave  a  legacy!
  56. 56. Remember  »   “We make a living by what we get. We make a life by what we give.” 
 — Winston Churchhill
  57. 57. Questions?
  58. 58. images  via:   https://www.flickr.com/photos/jimjanuary/   https://www.flickr.com/photos/84388958@N03/   https://www.flickr.com/photos/leitakma3y/   https://www.flickr.com/photos/wonderlane/   https://www.flickr.com/photos/yogendra174/   https://www.flickr.com/photos/joshme17/   https://www.flickr.com/photos/seanhobson/   jay.love@bloomerang.co   ! https://bloomerang.co/resources

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