Moving donors ‘up’ the      pyramid      Supporter Care & Stewardship Conference                 21 September 2012        ...
Fundraising perfection
Your donor pyramid?         OR       OR
What is the mid-level?
A numbers game         10% of your goal   1 donor!         40% of your goal   10 donors         40% of your goal   100 don...
Why invest in the mid-level?   £1 million income:
King’s campaign                                              Total number of gifts        Total number gifts received Tota...
When to define a                  Identifystewardshipstrategy                                 Research               Stewa...
And in a campaign?            •    2004:Selecting         – Campaign I closed with £44m raised            •    2005-7:proj...
Recognising the mid-level Tate patrons
Beware what you promise  $ millions
Alzheimer’s Association - USA
Building a community      The Alzheimers Association Zenith Society represents the Associations leading      philanthropis...
National Trust – Benefactors (£1,000-£4,999)
National Trust – Quercus(+£5,000)
‘A newsletter for Stanford’s mostgenerous donors’ director at Goldman Sachs, Rick Sapp,          “As a former managing    ...
Getting the messaging rightStewardship is not about the money, it’s about the work that being carried out. If you start by...
Donor Motivations        Emotional benefit        Social benefit        Financial benefit        Insurance        Altruism
Making stewardship stories aSUCCESs      Simple     Unexpected     Concrete     Credible     Emotion     Stories          ...
Have you got who ittakes?
Gift Agreements
Naming policy
A final thought…
Moving donors up the pyramid   alison thompson - kings college london
Moving donors up the pyramid   alison thompson - kings college london
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Moving donors up the pyramid alison thompson - kings college london

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Moving donors up the pyramid alison thompson - kings college london

  1. 1. Moving donors ‘up’ the pyramid Supporter Care & Stewardship Conference 21 September 2012 Alison Thompson Head of High Value University Fundraising Fundraising & Supporter Development, King’s College London
  2. 2. Fundraising perfection
  3. 3. Your donor pyramid? OR OR
  4. 4. What is the mid-level?
  5. 5. A numbers game 10% of your goal 1 donor! 40% of your goal 10 donors 40% of your goal 100 donors 10% of your goal All other donors
  6. 6. Why invest in the mid-level? £1 million income:
  7. 7. King’s campaign Total number of gifts Total number gifts received Total value of gifts received Total Gift Amount neededSize of Gift Average Gift Size needed so far so far (£) (£)£20M+ 20,000,000 1 1 20,000,000 20,000,000£10M-£19.9M 15,000,000 1 0 0 0£5M-£9.9M 7,500,000 6 3 17,000,000 45,000,000£1.5M-£4.9M 3,250,000 16 18 48,705,754 52,000,000£500k-£1.49M 1,000,000 45 34 25,544,903 45,000,000£100k-£499.9k 300,000 174 158 28,183,671 52,200,000£50k-£99.9 75,000 108 139 9,617,383 8,100,000£10k-£49.9 30,000 237 299 6,809,426 7,110,000£1k-£9.9k 5000 660 788 1,743,263 3,300,000
  8. 8. When to define a Identifystewardshipstrategy Research Steward Plan Cultivate Thanking & Involve Close Ask
  9. 9. And in a campaign? • 2004:Selecting – Campaign I closed with £44m raised • 2005-7:projects – Feasibility study immediately commenced – Evaluation of Campaign I and analysis of donors – Planning for Campaign II and identification of prioritiesTesting • 2008-2010:projects – Development of Case for Support and Campaign Brand: World questions|King’s answers – Recruiting the Campaign Board, Campaign ‘quiet phase’ – Define & refine gift pyramid & stewardship matrix Quiet • November 2010: phase – World questions|King’s answers public launch with simultaneous events in London, Hong Kong and New York • 2012: Public – Donor events capitalising on publicity around launchLaunch – £380m raised against goal of £500m
  10. 10. Recognising the mid-level Tate patrons
  11. 11. Beware what you promise $ millions
  12. 12. Alzheimer’s Association - USA
  13. 13. Building a community The Alzheimers Association Zenith Society represents the Associations leading philanthropists…In FY11, the group grew to include 53 members and awarded four research grants totalling $1.8 million. Since its inception, the Zenith Fellows program has awarded over $27 million to more than 100 researchers worldwide.
  14. 14. National Trust – Benefactors (£1,000-£4,999)
  15. 15. National Trust – Quercus(+£5,000)
  16. 16. ‘A newsletter for Stanford’s mostgenerous donors’ director at Goldman Sachs, Rick Sapp, “As a former managing ’78, is no stranger to high-risk ventures. So when he learned about Bio-X, Stanford’s pioneering interdisciplinary program that provides seed funding to high-risk science, he followed it with keen interest. He can’t cure Parkinson’s or cerebral palsy, but he hopes to provide financial resources to someone who can.”
  17. 17. Getting the messaging rightStewardship is not about the money, it’s about the work that being carried out. If you start by talking about the money you won’t get more and you won’t deserve more.Alison Thompson on Harold Sumption, 1916-1998Council member at Oxfam 1950 until his deathHonorary Fellow, Institute of Fundraising
  18. 18. Donor Motivations Emotional benefit Social benefit Financial benefit Insurance Altruism
  19. 19. Making stewardship stories aSUCCESs Simple Unexpected Concrete Credible Emotion Stories Making it Stick Chip & Dan Heath
  20. 20. Have you got who ittakes?
  21. 21. Gift Agreements
  22. 22. Naming policy
  23. 23. A final thought…
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