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Key Steps for Building a Major Gifts Program with Sue Egles


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Key Steps for Building a Major Gifts Program with Sue Egles

  1. 1. Key Steps for Building a Major Gifts Program
  2. 2. Sue Egles Philanthropic Architect and Partner TODAY’S PRESENTER
  3. 3. WEBINAR REMINDERS • You can hear us, but we can’t hear you • Have questions? Type questions in the Questions Log • Turn up your computer’s volume • For the best webinar experience, close all other applications • Webinar slides will be shared 2
  4. 4. WHAT IS CANADAHELPS? • A public charitable foundation and registered charity • Through, anyone can donate to any registered Canadian charity online • We have facilitated over $390 million in charitable donations online since our launch in 2000 • 14,500 charities use us to collect donations and fundraise online • Over 850,000 Canadians have donated through CanadaHelps • For donors, CanadaHelps is a one-stop-shop for giving. For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure WELCOME TO GIVING MADE SIMPLE!
  5. 5. Key Steps for Building a Major Gifts Program with Sue Egles, CFRE
  6. 6. Defining a major gift Your must haves Case for support Leadership Identifying prospects Cultivation and solicitation Are you ready? Getting started What success looks like Q and A
  7. 7. Annual Giving Yearly gifts sourced through: • Direct mail • Monthly / recurring gifts • Telemarketing • Unsolicited gifts • Small online gifts • Tribute / memorial gifts • Purchasing event tickets • Lotteries and draws
  8. 8. Major Gifts Investments in your mission that include: • Larger sponsorships, planned gifts, one time larger gifts or multi-year pledges • Gifts are typically directed not unrestricted • Gifts can be designated to a program, capital need, research or equipment • Face to face requests, well crafted strategy • Gift amount usually greater than $1,000 • Partnership with the donor • Implied commitment to keep the donor informed • Package of donor recognition benefits
  9. 9. Major Gift Fundamentals Your must haves… Systems for managing donations, comm unications, propo sal writing, recognitio n, policies and relationships Fundraising Infrastructure Each prospect is a mini campaign Solicitation Strategy Friend raising must precede fundraising Cultivation Link, int erest and ability Prospects Time, tale nt, treasur e Leadership Compelling projects and long term sustainability plan Casefor Support
  10. 10. Case for support Key elements • Your mission and strategic directions • Who you serve, how many and the services you provide (where do you fit within your sector?) • Where do you want to be…? • What are you specific funding needs, why and how much? • How will you sustain yourself in the future?
  11. 11. To better serve persons affected by dementia within our communities, we are committed to raising $750,000 to provide three years of funding for the following initiatives: • Enhancing Clinical Support for Clients - Funding Required: $240,000 • Involving the Society in an additional six Memory Clinic locations impacting 800 newly diagnosed individuals a year. • Developing and implementing a program to ease the transition from home to Long Term Care homes, including the rural area. • Increasing Rural Outreach - Funding Required: $318,000 • Offering support groups for persons living with dementia and care partners in their rural communities across the region that address their unique needs. • Hosting education series for persons living with dementia and their partners in care in their rural communities tailored to their unique needs. • Enhancing Volunteer Support - Funding Required: $118,000 • Attracting over 100 volunteers for our Volunteer Companion Program and rural outreach initiatives. • Hosting annual volunteer appreciation events. • Increasing Awareness and Knowledge - Funding Required: $50,000 • Upgrading and modernizing our resource libraries to include the latest in research and dementia findings. • Hosting six annual public Speakers Forums with leading experts in the field of dementia. Case Samples
  12. 12. Volunteer and Staff Leadership Major gifts need to be anchored across the organization: • At the Board level • In the job descriptions of senior leaders • In a specific staff portfolio • With a group of volunteers Why? • To create commitment, expand networks, to help with prospect identification, to build awareness
  13. 13. Fundraising Leadership What is required? Fundraising Leadership Clout and willingness to use it Comfortable asking for money Ability and willingness to make a personal gift A belief in the importance of your mission / personal story Knowledge of the local community with varying circles of influence Respect of the community Time (to be negotiated with each) Good communication skills
  14. 14. Identifying Prospects • Current donors • People in your family / stakeholders (direct relationships) • People who know your organization and people who are involved (indirect relationships) • Businesses that serve your sector • Donors to other branches / others in your sector • Community groups • Select foundations and corporations • Granting agencies
  15. 15. Cultivation Any activity that moves a prospect closer to making a gift. A deliberate process that may include: • Face to face meetings • Tours • Lunch, dinner, coffee etc. • Congratulatory notes • Receptions – specifically designed • Events – galas, golf tournaments, ground breaking • Meetings with Board and Staff • Newsletters, information pieces
  16. 16. Solicitation Critical factors: • The right person, at the right time, for the right amount • Asking a friend to join you is easier than asking a stranger • Solicitation team must have made their own gift first • Must be donor focused – align with their interests, consider major giving as a partnership, define benefits, be clear about deliverables and outcomes • Ensure the solicitation team is trained, briefed and comfortable with their role • Anticipate reactions and be prepared
  17. 17. How to Tell if You are Ready • Build a case briefing document • Identify top 30 donors, connectors, leaders, board / family members and suspects • Ask for 30 minutes of their time to provide advice • Ask them about your case (is it supportable, compelling, urgent) • Ask about your profile and reputation • Ask for names (champions and prospects) • Ask for fundraising advice • Ask if you can contact them in the future Conduct a cultivation study
  18. 18. This will tell you…. • If you are on the radar and what to do if you are not • If you have been treating your donors well • If people who know you now would be open to greater involvement • If your proposed funding needs are of interest → this will help you position your needs to meet the need of the community • What your gaps are…. education, awareness, donor relations, volunteer leadership, culture of philanthropy • Who are some people that should be on your radar • If you have internal support
  19. 19. The most common finding The community will tell you your awareness is low
  20. 20. Steps towards implementation • Take to heart the learnings from your study • Be concerned about telling your story • Polish your policies • Create a volunteer structure to support you • Create a top 25 prospect list • Finalize your case for support • Conduct internal education on what philanthropy means and how each person can help
  21. 21. Implementation…. • Develop customized plans for cultivation • Arrange meetings to gather advice and qualify prospects (do your interests align?) • Start with your closest prospects first • Ask!! • Share your success – social media, media release, website, through your donor’s communication channels • Continue to seek ways to deepen your relationships with donors (stewardship)
  22. 22. What Success Looks Like  You have taken the time to build relationships  You have a strong reputation and live your brand  You have done your homework and understand your prospect  You have planned and rehearsed  You have involved the right people  You have well crafted materials that you’re proud of  You have asked  You have followed-up  You have a commitment  Your actions indicate you value the donor
  23. 23. More Charity Training
  24. 24. MYCHARITYCONNECTS Educational and training opportunities through MyCharityConnects
  25. 25. UPCOMING WEBINARS Top 5 Email Fundraising Tips by guest speaker Taslim Somani Date: Wednesday, April 16, 2014 Time: 2:00-3:00PM Eastern Time Jonathan Burns Kevan Osmond The Future of Volunteer Management by guest speakers Jonathan Burns and Kevan Osmond Date: Wednesday, April 2, 2014 Time: 2:00-3:00PM Eastern Time
  26. 26. STAY IN TOUCH @canadahelps 1-877-755-1595