Major Donors What makes your donors MAJOR? Treat them differently from other donors Different for every group Most groups have a dollar limit: $100 and above, $5,000 and above Mostly an internal definition Key ?: How many donors can you treat in this way?
Major Donors Major donors need to have the three Cs: care, connection, and capacity connection care capacity
Creating Your List Where do you find prospective donors? Current donors Staff and Board contacts Sister organizations Local foundations Random people
Current Donors Best way to find new major donors is by upgrading existingdonors All about building relationships Mine your giving data! Look for people who: Have a history of consistent giving Have given big gifts in the past few years May be giving under their capacity Ask current donors for names and introductions to other donors
Staff and Board Create a culture of fundraising in your organization Make sure staff are comfortable talking about the basics of your organization and funding Ask staff and Board to be on the lookout for new people to bring into the organization Ask for names and contact information for potential donors
Sister Organizations What organizations in your area do similar or compatible work? What are other organizations that you, your staff, or your Board give to? Look at their donor lists – website, newsletter, annual report, donor wall! Know that these donors have capacity and likely care – need connection
Local Foundations http://foundationcenter.org/findfunders/foundfinder/ Search by city, state, or zip Examine 990’s, particularly: Page 6: list of officers and possibly their contact info Page 10: if and how they accept proposals Page 11: list of grantees
Data Management Important to track data consistently Important to include: First and last name Spouse/partner name City Source of name Links to relevant website
Focus You’ve mostly identified people with capacity and/or care, but you need connection. Have Board and staff respond to your list. Do they know? Can they introduce? Give option for “call me later to discuss” Compare potential prospects to your email list or donor list.
Research Top Prospects GOAL: if you have a connection (or potential), find out enough information to make an ask Giving history Contact information Work or personal history Simple sources of info People who know them Google Tray.com White Pages
Action! Prioritize and plan. Try focusing on a different set of donors each quarter: Q1 - renew previous donors Q2 - reach out to new donors $5,000 and up Q3 – reach out to new donors below $5,000 Q4 – clean-up Delegate – use the Coordinator/Director part of your title! Follow up – give a timeline and check in
A Model Prospecting Program Creating your “big list” Defining your prospects Researching your prospects Organizing Making it happen!