Major Gift Strategies That Work

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To grow philanthropy in the new economy, savvy nonprofit board members, executives and advancement leaders have increased efforts to solicit major gifts. Learn how to align a fundraising team to secure “stretch gifts.” Gain insights to help develop and execute strategies for your team to discover, qualify, engage and ask the right donor-investors. This webinar will offer ways to reach and find resonance with donor-investors and to sustain a compelling conversation for effective engagement and solicitation of major gifts. Hear how to execute a fundraising plan that brings real returns on investment.

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Major Gift Strategies That Work

  1. 1. Major Gift Strategies That Work Rod Miller ExecIAE.com June 30, 2010 Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  3. 3. Major Gift Strategies That Work Rod Miller, Chief Executive ExecIAE.com
  4. 4. Three Essentials • Align trustees, chief executive, advancement • Agree priority-based fundraising plan • Develop discovery, engagement, solicitation © Executive Institutional Advancement Exchange LLC 2010 2
  5. 5. Conclusions from Case Examples • Institutional Leader – Major gift fundraising – Envision and execute – Strategic and hands-on priority • Major gift fundraising – Team activity – Trustees, chief executive, advancement – Know roles and added value © Executive Institutional Advancement Exchange LLC 2010 3
  6. 6. Why Emphasize Major Gifts? “62% of the donors in the study reported “being asked” as a key motivator for giving!” Bank of America Study of High Net Worth Philanthropy, Center of Philanthropy, Indiana University © Executive Institutional Advancement Exchange LLC 2010 4
  7. 7. News Flashes • “…where donations to universities are still a relatively new concept…The University of Auckland, New Zealand’s largest, launched the campaign with the announcement it had already raised $48 million from a range of significant donors…” November 23, 2008 (www.universityworldnews.com) • “Despite beginning and ending during serious economic recessions, the most ambitious fundraising campaign in state history soared past its $600 million goal to raise $853 million…” January 30, 2009 (www.pmr.uoregon.edu) • “Indiana University and its fundraising partner, the IU Foundation, today announced that they are raising the goal by $100 million, or 10 percent, to $1.1 billion…campaign, which runs through 2010, already has realized 95 percent of its initial $1 billion goal…” February 6, 2009 (www.iufoundation.iu.edu) © Executive Institutional Advancement Exchange LLC 2010 5
  8. 8. Trust is Key… and engagement builds trust… © Executive Institutional Advancement Exchange LLC 2010 6
  9. 9. What Defines a Major Gift? 1. Specific dollar amount set by institution 2. Relative from donor’s point of view 3. Requires conversion from an asset © Executive Institutional Advancement Exchange LLC 2010 7
  10. 10. Aim High “Shoot for the moon. Even if you miss, you’ll land among the stars.” - Les Brown © Executive Institutional Advancement Exchange LLC 2010 8
  11. 11. 3 Steps to Secure Major Gifts 1. Identify potential donor-investors 2. Engage potential donor-investors 3. Move from potential donor to donor-investor, in other words… Ask © Executive Institutional Advancement Exchange LLC 2010 9
  12. 12. The Ask Team Agree to • Who? (trustee, chief executive, advancement staff) • What? (responsibilities) • When? © Executive Institutional Advancement Exchange LLC 2010 10
  13. 13. R.O.I. Institution 1 Institution 2 Institution 3 Create centers of Clarify the role of trustees Use networks to find new Reposition excellence. to seek resonance with donor-investors. strategy the community through outreach. Set advancement goals to Initiate six-month review Add advancement staff, Organize address needs and to for how each part of refresh the case for advancement process establish a central advancement contributes fundraising and identify advancement to raising funds for the the institution’s program organization. institution. experts to be engaged in fundraising. Chief Executive to set the Secure firm commitments Chief Executive to commit Integrate agenda with priority on from trustees to funding serious time to priority behaviors getting the Chief Executive and fundraising. fundraising. into the community. © Executive Institutional Advancement Exchange LLC 2010 11
  14. 14. What is the Institution’s Story? • What is the added value of your institution • Clarify who you are, to help decide whom you should engage © Executive Institutional Advancement Exchange LLC 2010 12
  15. 15. Keep it Simple One Hollywood producer used to say “If you can’t write your idea on the back of my calling card, you don’t have a clear idea.” - David Belasco The Clear Idea © Executive Institutional Advancement Exchange LLC 2010 13
  16. 16. Step 1: Identify Potential Donors • Access = Open Door • Capacity = Resources/Philanthropic • Emotional Connection = Match to Mission © Executive Institutional Advancement Exchange LLC 2010 14
  17. 17. Step 2: Engage Potential Donors • Do the math – Relatively few will give – Engage many who are well-qualified – Need 5 qualified individuals for 1 major gift © Executive Institutional Advancement Exchange LLC 2010 15
  18. 18. Engagement Essentials • 6 to 12 engagements before ask • Listen for what motivates potential donors – Acknowledgment – Noble goals – Gratitude • Lively case and conversation • Deal with spontaneous gift • Ready to say how gift will help © Executive Institutional Advancement Exchange LLC 2010 16
  19. 19. Inspire Action: 4 Examples 1. Control cancer 2. Inspire kids to careers in science and technology 3. Link how cells age to human aging, cancer and dementias 4. Excited about symphonic music © Executive Institutional Advancement Exchange LLC 2010 17
  20. 20. The Art of Engagement… … is the Art of Conversation We should listen more than we talk © Executive Institutional Advancement Exchange LLC 2010 18
  21. 21. Systematic Approaches 1. CEO/ Board Chair: On-site briefings and “beneficiary-touch” 2. CEO: Individual visits to stakeholders to invite input on strategy 3. CEO/Board Chair: Enhancement task force 4. “Honor upon honor” 5. CDO: Visits to trustees/board members to enlist in outreach 6. CDO/MGOs: “Discovery” visits © Executive Institutional Advancement Exchange LLC 2010 19
  22. 22. Step 3: The Ask • If the identification and engagement are done well, there will be no surprises! © Executive Institutional Advancement Exchange LLC 2010 20
  23. 23. Structure of the Ask 1. Introductions 2. Reinforce engagement i. Acknowledge motivations ii. Reflect on conversations iii. Recognize donor’s needs 3. Obtain small agreements 4. Present the Ask 5. Specific $ amount 6. Silence 7. Close the visit 8. Follow up © Executive Institutional Advancement Exchange LLC 2010 21
  24. 24. Sustained Conversations • Find up to 7 ways to thank donors • Between asks, set 3 other engagements • Keep in touch with major donors as you would with a good friend © Executive Institutional Advancement Exchange LLC 2010 22
  25. 25. Summary • Identify the added value of an institution • List key stakeholders • Engage institutional leaders • Agree on a workable plan • Be willing to ask © Executive Institutional Advancement Exchange LLC 2010 23
  26. 26. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

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