Mg Presentation Community First 12 4 08


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This presentation breaks down the basic fears for non-profit professionals who still fear or are overwhelmed by the process of working with major donors. They are given a comprehensive handout that walks through the steps to good cultivation and closing of a major donor.

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Mg Presentation Community First 12 4 08

  1. 1. Deepening Relationships with your Donors Dan Macey DJM Consulting Michael Donegan Associate Director, Major Gifts Alzheimer’s Association Special thanks to Katherine Swank Blackbaud Analytics Intro to Major Gifts The Dating Game:
  2. 2. Individual Gifts <ul><li>Account for 88% of giving in America </li></ul><ul><li>Non-profits cannot rely on grants and corporate support alone </li></ul><ul><li>What is a major gift to you? </li></ul>
  3. 3. Personal Relationships Are the Key <ul><li>Study of 2000 donors </li></ul><ul><li>10% received a “Thank you” call </li></ul><ul><li>Annual gift of test group upgraded by 42% </li></ul><ul><li>Stopped giving to charities that did not contact them </li></ul>
  4. 4. Step 1: The Introduction Call “John, this is Carol. Carol, this is John” <ul><li>PURPOSE: </li></ul><ul><li>Call to say “thank you” </li></ul><ul><li>Initiate a conversation with the donor </li></ul><ul><li>Why do they give? </li></ul><ul><li>Can we count on them for this year? </li></ul>
  5. 5. The Art of listening <ul><li>If they tell you why, ask more questions and……listen </li></ul><ul><ul><li>Have they used your services? </li></ul></ul><ul><ul><li>If so, were they pleased? </li></ul></ul><ul><ul><li>Have they ever attended an event? </li></ul></ul><ul><ul><li>Have they seen your facility? </li></ul></ul><ul><ul><li>Is there an area of interest? </li></ul></ul>
  6. 6. Next steps <ul><li>Always send a handwritten note </li></ul><ul><ul><li>Include card </li></ul></ul><ul><ul><ul><li>Why? </li></ul></ul></ul>
  7. 7. What if you don’t reach them? <ul><li>Rule of thumb-try at least twice </li></ul><ul><li>What if you don’t reach them at all? </li></ul><ul><ul><li>Send handwritten note with your card </li></ul></ul><ul><ul><ul><li>Why? </li></ul></ul></ul>
  8. 8. Step 2: The Group Date “We’re having a party – want to come?” <ul><li>PURPOSE: </li></ul><ul><li>Non-threatening face-to-face meeting </li></ul><ul><li>Meet many people </li></ul><ul><li>WAYS: </li></ul><ul><li>Group activity </li></ul><ul><li>Special event </li></ul>
  9. 9. Step 3: The Cozy Date “Are you free on Saturday night?” <ul><li>Personal tours </li></ul><ul><li>“ Face-to-face” survey </li></ul><ul><li>Meet the researchers </li></ul><ul><li>Answer specific questions </li></ul>Ask the donor out on a date (just the two or three of you!)
  10. 10. Step 4: Make Them An Insider “I’d like you to meet my mother” <ul><li>Introduce them to: </li></ul><ul><ul><li>Dean </li></ul></ul><ul><ul><li>CEO </li></ul></ul><ul><ul><li>President </li></ul></ul><ul><ul><li>Exec. Director </li></ul></ul><ul><li>Ways: Lunch, Dinner, Tour, etc. </li></ul>
  11. 11. Step 5: The Ask “Will you marry me?” <ul><li>Ask them to commit to the organization </li></ul><ul><ul><li>Solicit for gift </li></ul></ul><ul><ul><li>Prospect notifies you of gift </li></ul></ul><ul><ul><li>Prospect states desire to make gift </li></ul></ul>
  12. 12. Step 6: Complete the Gift “Here comes the bride!” <ul><li>Keep in contact </li></ul><ul><li>Offer to help where possible </li></ul><ul><li>Introduce professional advisors who can help </li></ul><ul><li>KEEP DATING!!!!!!! </li></ul>This may happen right away – it may take years or months
  13. 13. Step 7: Celebration “ The sunset in Maui” <ul><li>The gift is complete – it’s time to celebrate </li></ul><ul><ul><li>Lunch, dinner </li></ul></ul><ul><ul><li>Meetings with beneficiaries </li></ul></ul><ul><ul><li>Gifts, tokens, plaques </li></ul></ul><ul><ul><li>Recognition Society </li></ul></ul><ul><ul><li>Media Releases </li></ul></ul>
  14. 14. Step 8: Stewardship “Our 1 st Anniversary” <ul><li>It’s been a wonderful year and you want to re-create the happy feeling everyone had when you closed the gift </li></ul><ul><ul><li>Annual report </li></ul></ul><ul><ul><li>Anniversary “thank you” card or gift </li></ul></ul><ul><ul><li>Update with student, doctor, “celebrity” </li></ul></ul>
  15. 15. Step 9: Repeat the Cycle “Let’s have a baby!” <ul><li>Use your relationship to make the “family” grow </li></ul><ul><ul><li>Repeat cultivation </li></ul></ul><ul><ul><li>Add to the gift </li></ul></ul><ul><ul><li>New gift </li></ul></ul><ul><ul><li>New funding opportunity </li></ul></ul>
  16. 16. Group activity-Moves Management <ul><li>Three of your donors </li></ul><ul><ul><li>Each person gets three donors </li></ul></ul><ul><ul><li>Strategy designed by group </li></ul></ul>
  17. 17. Questions?