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The Importance of Major Giving in Fundraising
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The Importance of Major Giving in Fundraising


Description: A good fundraising pyramid has a strong base of support from many individual donors who give smaller gifts. For many donors, this is their point of entry to your organization. Moving …

Description: A good fundraising pyramid has a strong base of support from many individual donors who give smaller gifts. For many donors, this is their point of entry to your organization. Moving donors up the pyramid through their giving is imperative to building our organizations capacity to grow and serve our communities. Major gift donors are those we reach out to individually, one-on-one. How we do this effectively and based on donor needs.

This interactive session will answer your questions and present how to: Determine who are your potential major donors and how many you can handle effectively, Use electronic screening-if appropriate, Use tools effectively to engage donors from annual giving to major gift giving, Engage the Board in giving and getting, Determine case for support, and Create a cultivation and solicitation plan for each donor.

Published in Business , Investor Relations
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  • 1. T HE I MPORTANCE OF M AJOR G IVING TO YOUR F UNDRAISING Presented by Barbara Talisman 312.733.7520
  • 2. Barbara Talisman Barbara Talisman has more than 20 years of experience in fundraising and nonprofit consulting. As Vice President, serves as a strategic consultant to Ketchum and Pursuant Agency clients. Barbara brings her experience in fundraising, board development, executive coaching as well as facilitating workshops at conferences worldwide. Talisman clients include human service, healthcare, education, international affairs and arts organizations. Barbara started fundraising on the campaign trail and began her nonprofit fundraising with the American Heart Association and continued at the Anti-Defamation League. She is a well-known and well-respected industry leader with expertise that includes board and membership development, donor cultivation programs, major gift solicitation and grant writing, volunteer recruitment and corporate partnership. A social media early adopter, she demonstrates her talents and proficiency in online communication through her presence on, Twitter, an e-mail newsletter, and her blog, Talisman Thinking Out Loud. Barbara also has a radio show called Making a Difference, where she interviews nonprofit thought leaders who share how they are inspiring change and rising to meet challenges with solutions that effectively advance their causes. Barbara is an Association of Fundraising Professionals (AFP) certified Master Trainer. She speaks at industry conferences around the world and leads workshops on many fundraising and nonprofit topics. Barbara has written for influential industry publications including Fund Raising Management, Fundraising Success, Advancing Philanthropy, and Clout. A member of the AFP Chicago, Barbara was honored with the President's Award from the Chicago chapter for her outstanding service to the chapter and to the fundraising profession. Barbara holds a Bachelor's degree from Case Western Reserve University. She has continued her education through workshops and classes at ZingTrain, BoardSource, The Institute for Charitable Giving, Vanderbilt University, AFP regional and international conferences, and Indiana University School of Philanthropy.
  • 3. ROUTE M AP  Keys to success  Why major giving is important  Identifying major donors  Overcoming challenges Q & A throughout 3
  • 4. G UIDELINES FOR S UCCESS  The larger the gift, the longer it will take to complete  Have a worthy project based on the needs/interests of the donor  People give to people, not to organizations or institutions  If you don’t ask, you won’t get 4
  • 6. M AJOR G IVING  Board Members  Gifts which require personal cultivation and solicitation  One on one relationship  Opportunities to build that relationship  Minimum gifts of $????? 6
  • 7. B UILDING A M AJOR G IFT P ROGRAM  Review current donor base  Board leadership and current major donors  Review giving pyramid  How many individuals can you handle with a personal touch?  Cultivation opportunities 7
  • 8. Ultimate Gifts Capital, planned and endowment gifts Major Gifts Thru one-on-one cultivation and solicitation, larger involvement and investment, usually an upgrade from annual giving. Annual Gifts Point of Entry giving via direct mail, special events, raffle, annual appeal
  • 9. T HE C OLLAPSED G IVING P YRAMID The Giving Gap Capital Giving Annual Fund Confidential and Proprietary to The Pursuant Group, Inc.
  • 10. K EY TO S UCCESS  Case for support  Clear message  Identify prospects  Research & qualify 10
  • 11. M ADE TO S TICK BY C HIP AND DAN H EATH  Simple Your message/vision/case for  Clarity of message support  Unexpected  Surprise/Break a pattern  Concrete   Tangible/Visionary Paint a picture Go for  Credible  Stats/Details 4 or 5  Emotional  About someone/picture  Stories out of 6  Right story/right message  Curse of knowledge 11
  • 12. ID AND Q UALIFY D ONORS AND P ROSPECTS Your donor base Connection Capacity Propensity 12
  • 13. W HO TO A SK ???  What is their interest in your organization?  Why do they give?  Who do they know?  What is their level of comfort and participation? 13
  • 14. L IVE I T – E VERYDAY  Partner with donors or prospects  Thank you calls to donors  Site visits to organization events, programs  Notes to major donors 14
  • 15. G ET TO THE YES!  No not for this  No not now  No not you  No too much  No not me  No too little  No not unless  No go away  No not in this way 15
  • 16. J UST D O I T ! If you can read this you are not visiting with donors! 16
  • 17. TO FIND OUT M ORE …  312.733.7520  Email    @BTalisman 17