Snag ‘Em for Life
Building and Managing Major Gift Program in
eTapestry
Presented by Pam Dechert, CFRE Senior Consultant
TODAY’S SESSION WILL COVER:

 The importance of annual giving to creating and sustain a major
gift program
 Discuss givi...
Annual giving – where it all
begins start out by giving to your
• New donors
annual fund
• It is the beginning of donor lo...
2012 CHARITABLE GIVING TRENDS
WHERE IS IT COMING FROM?
BABY BOOMERS DOMINATE
BABY BOOMERS DOMINATE
MULTI CHANNEL AND MULTI
GENERATIONAL IS THE NEW
NORM…BUT
HOW MUCH DO THEY GIVE TO
THEIR TOP CHARITY?
What does this mean for a major
gift program?
HOW DOES YOUR MAJOR GIFT
PROGRAM STACK UP?
•

WHAT IS A MAJOR GIFT TO YOU?

•

ARE YOU STRATEGICALLY USING THE ANNUAL FUND...
Who makes a good major gift
prospect?
Boomers, Matures

Annual recurring gift donors
Regular yearly or monthly donors by c...
Find them in eTapestry
Campaign Analysis
Recurring Gift Donors
Birthdates
Lifetime Givers
Consecutive Givers
Volunteers, B...
Find them in eTapestry
Campaign Analysis Report: Helps to set major gift amounts and how many
prospects you need.
Find them in etapestry
Find them in eTapestry
Consecutive Months and Consecutive Years Reports: Helps you find
those regular, loyal donors
Find them in eTapestry

Recurring Gift and Top Donor: Helps you find regular donors and
mid/lower end ‘top donors’ to camp...
Target analytics
Other Blackbaud resources

Blackbaud and Target Analytics offer unparalleled access to the
world’s largest searchable data...
Other Blackbaud resources
Echelon Power Segments

• Income 360
WE’VE IDENTIFIED OUR TOP
PROSPECTS
Do you have a good profile of each?
•
•
•
•
•
•
•
•

Use eTapestry as the CRM it is.Don...
Tag ‘em – create a great profile!
FIND ‘EM AND RATE/SCREEN IN
ETAPESTRY
RATE AND SCREEN USING FOR IMPACT FIELDS – DOWNLOAD THESE FIELDS TO RATE/SCREEN PROSP...
Create a major gift master contact
for your prospects
DOWNLOAD FOR IMPACT & MAJOR
GIFTS FIELDS
MAJOR GIFT UDF SET
HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS
BUILD MAJOR GIFT TRACKING
YOUR WAY
• Use as many or as
few you want
• Change to fit your
program, wording
• Add your own s...
EACH PROSPECT GETS:
A MAJOR GIFT MASTER CONTACT ON THE JOURNAL
•

One at a time or use Mass Update (with a custom account ...
KEEP TRACK OF THE PROGRESS
BY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP ADVANCES
RECORD OTHER CONTACTS AS
ANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT IS A MAJOR GIFT CONTACT, M...
KEEP UPDATING THE MASTER
UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE AS WELL
CONTACT
DON’T IGNORE STEWARDSHIP
ADD PLAN TO COMMUNICATE AND THANK THEM
•

Build in the dates for you to:
• Write a handwritten th...
MEASURE RESULTS/PROGRESS
MAJOR GIFT QUERIES
BUILT IN REPORTS
MAJOR GIFT QUERIES AND
REPORTS
BUILT IN QUERIES ARE JUST A START
•

All major gift fields are on the contact method, so it...
DO MORE!
USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK

Favorites on your Dashboard!
• Auto deliver & sc...
USE REPORTING TO CUSTOMIZE
SUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS
CIRCLE BACK TO SNAG ‘EM
IT ALL STARTS WITH:
•

Building annual fund with a focus on building donor loyalty

•

Paying atte...
Speaker Follow-up Slide
pam.dechert@Blackbaud.com
317.819.7529
For more information, resources,
and conversations, visit:
...
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Snag 'em for life major gifts - eTapestry User Group 2013

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  • Section header
  • Annual Giving has 5 aims:Promote intro givingReach large groupsPromote loyal givingBe efficient and cost effectiveMinimize intrusion into donors life
  • In 2012, overall charitable giving in the United States was up 1.7% on a year-over-year basis. Large organizations grew by 0.3%, medium organizations grew 2.7%, and small nonprofits grew 7.3% compared to the same time period in 2011. Online giving grew 10.7% in 2012 compared to 2011. Large organizations grew by 7.2%, medium sized organizations grew 14.3%, and small nonprofits grew 11.8% on a year-over-year basis. Overall giving in 2012 grew 1.7% on a year-over-year basis for the 3,144 nonprofit organizations in the analysis. This was a decrease from the 2011 growth rate and points to a continuing slow recovery to charitable giving in the United States. It is clear that larger nonprofit organizations are still trying to rebuild their fundraising to pre-recession levels. Nonprofit fundraising performance had significant differences based on the size of the organization. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 7.3% compared to 2011. Medium-sized organizations, with annual total fundraising between $1 million and $10 million, had an increase of 2.7% in 2012. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 0.3%.
  • Boomers and Matures dominate monthly giving programs and overall givingBoomers represent 34% of the entire donor baseThey give $61.9 billion per year or 43% of all individual giving Boomers report giving an average of $1212 to 4-5 charities per year. Twice the average of younger donorsThe youngest boomers haven't yet turned 50 so this will continue for a while
  • Annual Fund needs to be a mix of traditional (direct mail, events, and new, online, txt etc. ) but traditional is still king. Research shows that annual fund donors represent a nonprofit’s future major contributors. Many annul fund donors you count on are your best major/planned gift prospects. A donor is defined as loyal if they have given to you a minimum of 3 out of the past 5 years. After 6 solicitations per year, long term loyalty diminishes. Focus on building long term relationships rather than squeezing an extra $20 during the year. HENZE Target Analytics
  • Define a major gift for you organization2 and 10 times the normalConsider LifestyleConsider your needsFactor engagement Ask aroundGet board members on boardIdentify Top 20 prospects to work with for the yearIndividuals/Family FoundationsLargest donors Cumulative giving last 2 years5 or more times in the last 7 yearsRate/Screen with board/staffInvolvementLifestyle ProfessionAge
  • The campaign analysis report can be used to see how look at your average donation to all campaigns, or specific campaign so that you can set the proper major gift amount.
  • https://www.blackbaud.com/files/pdf/analytics/Datasheet_WealthPoint_OnTime_Healthcare.pdfhttps://www.blackbaud.com/files/pdf/analytics/Datasheet_WealthPoint_Rating.pdf
  • Echelon Power Segments uses recent financial information to assess the current liquidity of your donors and rank them by their means to make a larger contribution in the near future. It is uniquely equipped to enable fundraisers to uncover prospects that likely have the disposable assets necessary to support a large contribution.https://www.blackbaud.com/files/pdf/analytics/Datasheet_Echelon_Power_Segments.pdfFind out more about your prospects with both estimated income from wages and income generated from invested assets up to $2 Million!https://www.blackbaud.com/files/pdf/analytics/Datasheet_Income_360.pdf
  • Snag 'em for life major gifts - eTapestry User Group 2013

    1. 1. Snag ‘Em for Life Building and Managing Major Gift Program in eTapestry Presented by Pam Dechert, CFRE Senior Consultant
    2. 2. TODAY’S SESSION WILL COVER:  The importance of annual giving to creating and sustain a major gift program  Discuss giving trends and how they affect your major gift program  What tools in eTapestry can be used to identify good major gift prospects  What tools in eTapestry can be used to manage and run a major gift program
    3. 3. Annual giving – where it all begins start out by giving to your • New donors annual fund • It is the beginning of donor loyalty (or not) • It reaches the largest group of individuals • New donors and multi year donors will increase overall fundraising How is giving?
    4. 4. 2012 CHARITABLE GIVING TRENDS
    5. 5. WHERE IS IT COMING FROM?
    6. 6. BABY BOOMERS DOMINATE
    7. 7. BABY BOOMERS DOMINATE
    8. 8. MULTI CHANNEL AND MULTI GENERATIONAL IS THE NEW NORM…BUT
    9. 9. HOW MUCH DO THEY GIVE TO THEIR TOP CHARITY?
    10. 10. What does this mean for a major gift program?
    11. 11. HOW DOES YOUR MAJOR GIFT PROGRAM STACK UP? • WHAT IS A MAJOR GIFT TO YOU? • ARE YOU STRATEGICALLY USING THE ANNUAL FUND TO GROW MAJOR GIFTS? • ARE WE FOCUSING ON THE RIGHT PEOPLE? Isn’t a ‘magic ask amount formula’ May not be the same for each donor Mean gift by age vs. your mean gift? What is your organizations average gift? What are the top gifts to your organization? 2 and 10 x’s the normal Needs Lifestyle Engagement Ask/Prospect Research/Data Model
    12. 12. Who makes a good major gift prospect? Boomers, Matures Annual recurring gift donors Regular yearly or monthly donors by check, credit card, direct mail or bank draft/EFT Anniversary givers (same time each month or year) Board members, committee members, regular participants, passionate volunteers
    13. 13. Find them in eTapestry Campaign Analysis Recurring Gift Donors Birthdates Lifetime Givers Consecutive Givers Volunteers, Board Members Use the Giving History Widget Donor Renewal Rates Giving Dynamics Top Donor Eliminate and tweak list based on ages, how they give, involvement, rating/screening etc. - Remove businesses, foundations, transactional donors, what else?
    14. 14. Find them in eTapestry Campaign Analysis Report: Helps to set major gift amounts and how many prospects you need.
    15. 15. Find them in etapestry
    16. 16. Find them in eTapestry Consecutive Months and Consecutive Years Reports: Helps you find those regular, loyal donors
    17. 17. Find them in eTapestry Recurring Gift and Top Donor: Helps you find regular donors and mid/lower end ‘top donors’ to campaigns
    18. 18. Target analytics
    19. 19. Other Blackbaud resources Blackbaud and Target Analytics offer unparalleled access to the world’s largest searchable database of charitable donations. With more than 60 million records, NOZA provides the most comprehensive and up-to-date source of charitable giving data available anywhere.
    20. 20. Other Blackbaud resources Echelon Power Segments • Income 360
    21. 21. WE’VE IDENTIFIED OUR TOP PROSPECTS Do you have a good profile of each? • • • • • • • • Use eTapestry as the CRM it is.Don’t keep it in your head! Correct biographical, address information Do we have good information about birthday, work, family Google Alerts User Relationship(s) in eTapestry Who knows them? Do board and staff rate and screen? Use Account Summary to review donors, rate/screen and build a strong donor profile !
    22. 22. Tag ‘em – create a great profile!
    23. 23. FIND ‘EM AND RATE/SCREEN IN ETAPESTRY RATE AND SCREEN USING FOR IMPACT FIELDS – DOWNLOAD THESE FIELDS TO RATE/SCREEN PROSPECTS WITH STAFF/BOARD IN ORDER TO GET A QUALIFIED PROSPECT INDEX AND CREATE A MASTER PROSPECT LIST! For Impact Field Description Capacity An estimate of the constituent's ability to make a transformational gift to your organization. The definition of a transformational gift depends on the level that your organization considers a major gift. Relationship Your perception of how closelyaffiliated this constituent is with your organization. Timing How good the timing might be to solicit a gift. Giving History A measurement of what the constituent has demonstrated in the past to your organization. Multiple gifts or a very large one-time gift would normally rank someone higher on this value. Philanthropic History A measurement of the constituent's interest and propensity to support philanthropic causes in general. For major prospects, you can often find information on past giving in the local community foundation annual report.
    24. 24. Create a major gift master contact for your prospects
    25. 25. DOWNLOAD FOR IMPACT & MAJOR GIFTS FIELDS
    26. 26. MAJOR GIFT UDF SET HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS
    27. 27. BUILD MAJOR GIFT TRACKING YOUR WAY • Use as many or as few you want • Change to fit your program, wording • Add your own steps, cultivation dates
    28. 28. EACH PROSPECT GETS: A MAJOR GIFT MASTER CONTACT ON THE JOURNAL • One at a time or use Mass Update (with a custom account query) to Mass create your master contacts for the year
    29. 29. KEEP TRACK OF THE PROGRESS BY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP ADVANCES
    30. 30. RECORD OTHER CONTACTS AS ANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT IS A MAJOR GIFT CONTACT, MARK IT WELL
    31. 31. KEEP UPDATING THE MASTER UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE AS WELL CONTACT
    32. 32. DON’T IGNORE STEWARDSHIP ADD PLAN TO COMMUNICATE AND THANK THEM • Build in the dates for you to: • Write a handwritten thank you • Have you or board chair, ED call to thank • Letter, email within the next 90, 120, 180 days • How important their gift was and how it is being used • Organization news and updates • Acknowledge them: birthday, promotion etc. • Fun stuff!
    33. 33. MEASURE RESULTS/PROGRESS MAJOR GIFT QUERIES
    34. 34. BUILT IN REPORTS
    35. 35. MAJOR GIFT QUERIES AND REPORTS BUILT IN QUERIES ARE JUST A START • All major gift fields are on the contact method, so its easy to add and build your own!
    36. 36. DO MORE! USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK Favorites on your Dashboard! • Auto deliver & scheduled •
    37. 37. USE REPORTING TO CUSTOMIZE SUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS
    38. 38. CIRCLE BACK TO SNAG ‘EM IT ALL STARTS WITH: • Building annual fund with a focus on building donor loyalty • Paying attention to multi- channel but don’t lose sight of your prime major gift prospects that come from direct mail, annual fund and personal relationships • Thinking about how much time you are investing in your key major gift prospects • Identify your major gift prospects with tools built into etapestry, offered by Blackbaud and through your own staff/board identification Build good profiles, know them and get to know them • Make a master major gift plan for each and execute using eTapestry as the primary CRM tool • Using our Major Gift tools to start, build and grow your own Major Gift program •
    39. 39. Speaker Follow-up Slide pam.dechert@Blackbaud.com 317.819.7529 For more information, resources, and conversations, visit: blackbaud.com/research npEngage.com

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