Afp fundraising day new york 2012

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Afp fundraising day new york 2012

  1. 1. AN  INTRODUCTION  TO  MAJOR  GIVING   FUNDRAISING  DAY  IN  NEW  YORK   JUNE  8  2012  Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   New  York    |    Atlanta    |    Boston    |    Washington,  D.C.    |    London  
  2. 2. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Changing  Our  World   The  trusted  philanthropy  and  fundraising  consulDng  firm  to  the  world’s  leading  nonprofit   organizaDons,  private  foundaDons  and  philanthropists.   We  provide  counsel  to  nonprofits  around  the  world  –   Our  Firm   and  to  organizaDons  naDonwide  –  to  strengthen  business   operaDons  and  the  fundraising  that  fuels  their  programs.   Founded  in  1999     We  provide  counsel  to  corpora*ons,  philanthropies  and   An  Omnicom  Company   high  net  worth  individuals  to  structure  their   (NYSE:OMC)   grantmaking  programs  and  impact.     100+  professionals   We  extend  tradiDonal  fundraising  and  engagement   strategies  online  through  digital  communicaDon  and   Headquartered  in  New  York  City   fundraising  strategies.   with  offices  in  Atlanta,  Boston,   Washington  DC,  and  London    2   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  3. 3. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Four  areas  of  pracDce  FUNDRAISING  AND  DEVELOPMENT  PLANNING   annual  funds  &  major  gies   board  development  &  training   capital  campaigns   corporate  partnerships   feasibility  studies   foundaDon  relaDons   fundraising  program  design   market  entry  studies   outsourced  staffing   planned  giving   strategic  planning   ultra  high  net  worth  engagement  CORPORATE  SOCIAL  ENGAGEMENT  cause-­‐related  markeDng   employee  engagement   execuDve  engagement  facilitaDon   grants  management   interim  staffing  measurement  &  evaluaDon   nonprofit  partner  idenDficaDon   partner  management  program  implementaDon   signature  program  design   strategic  planning  DIGITAL  benchmarking   digital  strategy   email  and  online  markeDng  social  media   strategic  website  development  RESEARCH  AND  ANALYTICS  consDtuent  surveys  &  analysis   demographic  &  economic  projecDons   network  mapping  peer  analysis   predicDve  modeling   program  &  insDtuDonal  assessment  &  design   3   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  4. 4. An  IntroducDon  to  Major  Giving  
  5. 5. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Today’s  conversaDon   •  The  role  of  major  gies   •  The  major  donor  conDnuum   •  Strategic  objecDves  of  your  major  donor  program   •  The  environment  our  major  donors  live  in…and  how  that   impacts  how  we  must  organize  ourselves  5   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  6. 6. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  What  is  the  role  of  major  gies  in  your  organizaDon?  •  Revenue  diversificaDon  •  Sustainable  support  •  Provides  donors  the  opportunity  to  make  a  maximum  impact  through  their   philanthropy  •  RetenDon  of  high  value,  but  lower  level  donors  •  Drives  down  cost  raDo  of  fundraising  •  Provides  access  to  new  communiDes  •  Develops  a  pipeline  for  planned  giving  prospects  •  Creates  relaDonships  to  turn  to  in  Dmes  of  parDcular  opportunity…or  crisis  •  Can  leverage  addiDonal  private  support  •  Sends  a  message  in  the  hallways  of  public  policy     6   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  7. 7. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  A  core  component  of  your  donor  pyramid   7   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  8. 8. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  So  let’s  just  first  get  some  basics  out  of  the  way   •  Major  donors  are  generally  excited  by  goals,  not  by  need   •  Therefore,  the  organizaDon  must  clearly  understand  an  organizaDon’s  goals  and   needs   •  Donors  must  see  the  effect  of  your  programs   •  Major  gies  are  built  on  relaDonships  with  the  organizaDon   •  The  more  personalized  the  solicitaDon,  the  higher  the  level  of  response   –  You  must  ask  and  you  must  close   8   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  9. 9. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  And  a  couple  of  pinalls   If  you  build  it…they  will  come   We’re  doing  good  work       They  won’t   Everyone  is                   Bill  Gates  is  giving  away  a  lot   If  everyone  just  gave  a   of  money   dollar       Yes,  but  probably  not  to  you   It  would  take  forever  to  raise  $100                   9   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  10. 10. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  But  let’s  back  up…what  successful  fundraising  requires       Whether  good  Dmes  or   all  nonprofits  must  focus  on   bad…small  or  large…   these  four  fundamentals.     FUNDAMENTALS  OF   FUNDRAISING  SUCCESS            CASE          LEADERSHIP                          PROSPECTS                          PLAN  10   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  11. 11. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  …what  successful  major  donor  fundraising  requires   •  A  long  Dme  horizon  for  success   –  CulDvaDon  and  solicitaDon  is  a  lengthy  process   •  Major  donors  must  be  brought  into  involvement  with  an  organizaDon   –  It  is  about  engagement,  not  money   •  People  respond  based  on  who  is  asking   –  CharismaDc,  personable  people  trump  case…people  give  to  people   •  You  must  ask  in  order  to  receive   –  Asking  doesn’t  cost  anything   –  Have  fall  back  strategies  11   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  12. 12. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  The  major  donor  conDnuum   IdenDfy   Research/Rate   PrioriDze   Assign   Prepare   Ask   Follow-­‐up   Close   Thank   Sustain  12   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  13. 13. To  move  major  donors  along  this  conDnuum,  we  must  first  recognize  the  world  they  (and  we)  live  in.  
  14. 14. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  MONEY  IN   Charitable  Giving  by  Source   Sector  Distribu*on  of  Giving:  Percentage  of  the  total  by  5-­‐year  spans   2010  -­‐-­‐  $290.89  billion   1979-­‐2010   Giving  USA  14   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  15. 15. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  MONEY  OUT   Charitable  Giving  by  Source   Infla*on-­‐Adjusted  Giving  by  Source  in  5-­‐Year  Spans   2010  -­‐-­‐  $290.89  billion   1969-­‐2008  ($  billion)  -­‐-­‐  $7.3  trillion  in  40  years   1800   1600   1400   1200   1000   Billions   800   600   400   200   0   Corporate   FoundaDon   Bequest   Individual   Giving  USA  15   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  16. 16. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  MONEY  UP  AND  MONEY  DOWN   Total  Giving   Giving  USA  16   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  17. 17. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  BUT  MONEY  FAIRLY  PREDICTABLE   Giving  USA  17   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  18. 18. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  AND  PHILANTHROPY  BOUNCES  BACK   8   6   4   2   0   -­‐2   -­‐4   1970-­‐71   1980-­‐81   1991-­‐92   2002-­‐2003   2009-­‐2010   Philanthropy  Last  Year  of  Recession   Philanthropy  First  Year  of  Recovery   Giving  USA  18   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  19. 19. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  AT  THE  SAME  TIME…   Growth  in  the  number  of  501(c)(3)  public  chari*es   Giving  USA  19   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  20. 20. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  AND  THIS  IS  A  PROBLEM  BECAUSE…   Registered  nonprofits  and  growth  in  giving   Growth   1997-­‐2010   1970-­‐2010   300%   259%   1,700,000   250   250%   240   1,600,000   230   208%   Charitable  Giving  (in  $billions)   1,500,000   220   200%   Number  of  Nonprofits   210   1,400,000   200   150%   1,300,000   190   1,200,000   180   100%   170   1,100,000   160   1,000,000   150   50%   1997   1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   Number  of  Nonprofits  Filing  990   Charitable  Giving   0%   Number  of  Public   Value  of  Giving   Giving  USA   ChariDes   Dollars  20   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  21. 21. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE   This com petition is affec ting the w ay major don ors give… and it’s but one change they are cop ing with21   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  22. 22. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE     Number  of  Nonprofit/Philanthropy  Ar*cles   Wall  Street  Journal,  New  York  Times,  Washington  Post     18000 Are nonprofits going in the right 16000 direction or the wrong direction? 14000 40 12000 35 10000 30 8000 25 6000 20 4000 15 2000 18-24 25-29 30-39 40-49 50-64 65+ 0 1970-75 1980-85 1990-95 2000-05 Right Direction Wrong Direction Harris  InteracDve   22   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  23. 23. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT     23   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  24. 24. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD   Campden/Changing  Our  World   Report  24   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  25. 25. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  25   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  26. 26. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  6.  IMPACT  IS  NON-­‐NEGOTIABLE   BNP  Paribas/Campden  Research/Changing  Our  World  Family  Philanthropy  Survey  26   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  27. 27. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  6.  IMPACT  IS  NON-­‐NEGOTIABLE  7.  COLLABORATION  IS  ASCENDANT   BNP  Paribas/Campden  Research/Changing  Our  World  Family  Philanthropy  Survey  27   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  28. 28. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  6.  IMPACT  IS  NON-­‐NEGOTIABLE  7.  COLLABORATION  IS  ASCENDANT  8.  WEALTH  IS  CHANGING   The  base  of  the  top   quinDle  of  minority   incomes  will  rise  by   30%  in  the  next  10   years  in  inflaDon   adjusted  terms.   BNP  Paribas/Campden  Research/Changing  Our  World  Family  Philanthropy  Survey  28   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  29. 29. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  6.  IMPACT  IS  NON-­‐NEGOTIABLE  7.  COLLABORATION  IS  ASCENDANT  8.  WEALTH  IS  CHANGING  9.  AND  CHANGING   %  Of  Top  Wealth  Holders  with  Gross  Assets  of   $1.5  Million  or  More  (2004)   1.2  million  women   $4.6  trillion  in   Female   wealth   43%   Male   41%  of  wealth   57%   McKinsey  Global  InsDtute  29   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  30. 30. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  1.  COMPETITION  IS  INTENSE  2.  TRUST  IS  FRAGILE  3.  PHILANTHROPY  EXPECTS  ENGAGEMENT  4.  PEERS  LEAD  5.  GEOGRAPHY  IS  LOCAL  6.  IMPACT  IS  NON-­‐NEGOTIABLE  7.  COLLABORATION  IS  ASCENDANT  8.  WEALTH  IS  CHANGING  9.  AND  CHANGING  10.  AND  CHANGING   The  rate  of  increase  in  the  number  of   foreign  born  workers  earning  $100,000   or  more  has  exceeded  US  naDve  workers   in  these  regions  of  origin.   McKinsey  Global  InsDtute  30   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  31. 31. Why  does  all  this  mauer?  
  32. 32. The  experDse  to  do  it  right.   The  passion  to  see  it  through.         Because  the  nature  of  major  donor  philanthropy  is   changing,  so  must  the  nature  of  major  donor   fundraising  strategies.  32   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  33. 33. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  33   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  34. 34. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  34   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  35. 35. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Developing  a  major  donor  case  for  support   •  Need  is  a  given   •  What  is  your  soluDon?   •  What  is  your  approach?   Drae  a  2-­‐3  page  case  for  support  that  asks  and   •  What  will  this  achieve?   answers  the  quesDons  major  donors  will  ask:   •  How  do  you/will  you     measure  your  results?   -­‐  Why  should  this  project  be  important  to  me/ my  company/my  foundaDon?   •  How  is  it  sustainable?   -­‐  Are  the  outcomes  important  enough  to   create  a  sense  of  urgency?   -­‐  How  much  money  is  really  needed?  35   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  36. 36. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Different  donors  will  have  different  value  proposiDons   Communitarian   Devout   Investor   Socialite   Repayer   Altruist   Dynast   Seven  Faces  of  Philanthropy   Individuals  give  for  various  reasons…be  aware  of  why   your  donors  are  giving.  36   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  37. 37. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Prospect  PrioriDzaDon:  Top  Down,  Inside  Out  •  Major  gies  set  a  level  toward  which   other  prospects  can  aspire   UlDmate     Prospects  •  Solicitors  are  more  likely  to  be   successful  with  high-­‐potenDal,   Next  Tier   close-­‐in  prospects…  and  success   Prospects   breeds  confidence  which  leads  to   conDnued  success    •  ConsideraDon  should  be  given  to   IniDal  Sphere  of   proper  sequencing  of  solicitaDons…   Influence   e.g.  will  a  gie  made  first  by  Donor  A   be  helpful  in  soliciDng  a  gie  from   Donor  B?    37   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  38. 38. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Finding  major  donors  38   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  39. 39. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  And  then  network…  •  Be  upfront  and  emphasize  that  the  best  prospects  are  major  donor  and   volunteer  contacts.  Access  is  important;  ask  current  donors  to  facilitate   introducDons  to  individuals  within  their  circles.    •  Focus  donors’  auenDon  by  providing  a  list  of  current  or  lapsed  donors  in  their   area  (pull  by  zip  code)  for  their  review.      •  Create  separate  prospect  and  suspect  lists.  Keeping  two  lists  will  allow  you  to   include  their  suggesDons,  while  you  focus  auenDon  on  the  best  names.   Research  both  prospects  and  suspects.    •  Turn  donors  into  volunteers;  you  become  a  fundraising  coach.  39   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  40. 40. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  The  donor  engagement  cycle   POINT  OF  ENTRY   Solicit   Gi` Thank  &  Steward   visits,  leuers,  project   updates,  invitaDons Employ  Strategy   special  invitaDons  and   updates;  note  from   leadership;  mail  clippings;   addiDonal  visit;  etc.     Develop  Donor-­‐Specific   Cul*va*on  Visit Strategy learn  &  educate What  will  we  ask  for?   What  do  we  need  to  give   this  donor?  How  will  we   prepare  this  donor  for  the   ask?  40   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  41. 41. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Develop  and  engage  leaders  •  Engage  your  Board       –  Now  more  than  ever  you  must  ensure  that  the  Board  is  proacDve  and  involved   •  Communicate  regularly  regarding  your  finances     •  Use  their  skill  sets  –  this  is  a  good  Dme  to  get  them  more  engaged   •  Rally  the  champions   •  Ask  them  to  acDvely  parDcipate  in  prospect  idenDficaDon/culDvaDon  and   solicitaDon   •  Set  an  example  of  generosity   •  UDlize  their  professional  and  personal  networks  •  Revisit  your  by  laws-­‐  who  is  engaged?  Who  is  not?  •  Diversify  your  Leadership   •  Expand/change  your  board  to  include  various  skill  sets  and  networks  •  Thank,  Thank,  Thank    •  Remember  that  …  charismaDc  people  usually  trump  strong  cases  41   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  42. 42. The  experDse  to  do  it  right.   The  passion  to  see  it  through.   Develop  a  plan   •  There  is  much  to  be  done…   –  Develop  a  comprehensive,  well  thought  out  development  plan  that  takes  into   consideraDon  and  includes:   •  RealisDc  fundraising  goals   •  Segmented  annual  appeal  schedules   •  Major  gie  culDvaDon  and  solicitaDon  objecDves   •  Segmented  stewardship  acDviDes   •  Integrated  online  campaigns     •  Corporate  and  foundaDon  outreach  objecDves   •  Planned/estate  giving  efforts   •  Internal  checkpoints  and  strategy  meeDngs  with  staff,  leadership  and   volunteer  commiuees    42   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  43. 43. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  The  best  thing  you  can  do  •  IdenDfy  who  your  top  25  prospects  are   −  More  resources?  What  about  your  next  25?  Your  next  50?  •  What  do  you  want  your  relaDonship  with  that  donor  to  look  like  in  the  long-­‐ term?  •  If  you’re  going  to  get  there,  what  needs  to  happen  in  the  short-­‐term?  •  What  are  the  next  three  things  that  need  to  happen?  43   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  44. 44. The  experDse  to  do  it  right.   The  passion  to  see  it  through.  Sample  prospect  plan   Donor  Name  &  ID   Kevin,  56485324   DescripDon   Really  nice  person  with  a  lot  of  money   First   $25  response  to  acquisiDon  mailing,  11/2008   Largest   $500  response  to  ‘close  the  year’  mailing,  12/2010   Gie  history   Latest   $1000  aeer  auending  open  house,  5/2011   Cum   7  gies  totaling  $6,500   Last  acDon   Sent  Kevin  latest  newsleuer  with  a  handwriuen  note  from  Bill   RelaDonship  manager   Bill   Lead  donor  contact   To  establish  (Amy,  board  chair)   Long-­‐term  objecDve   Secure  mulD-­‐year  commitment  to  upcoming  campaign;  access  Kevin’s  networks   Short-­‐term  objecDve   TransiDon  Kevin  to  sustained,  annual  major  donor   1.  Invite  Kevin  to  Center  for  a  tour  and  non-­‐solicitaDon  lunch  with  the  ExecuDve   Director   Next  three  steps   2.  Send  birthday  card  on  July  3   3.  Invite  to  leadership  circle  stewardship  event  as  guest  of  Amy  and  the  ED  44   Fundraising    Ÿ    Corporate  Social  Engagement    Ÿ    Digital    Ÿ Research  and  AnalyDcs   ChangingOurWorld.com  
  45. 45. THANK  YOU    For  more  informaDon,  please  contact:  Kieran  Wilson,  MarkeDng  Director  kwilson@changingourworld.com  |  646.264.2622  

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