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.
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
Snag ‘Em for Life
Building and Managing Major Gift Program in
Presented by Pam Dechert, CFRE Senior Consultant
TODAY’S SESSION WILL COVER:
The importance of annual giving to creating and sustain a major
Discuss giving trends and how they affect your major gift
What tools in eTapestry can be used to identify good major gift
What tools in eTapestry can be used to manage and run a
major gift program
Annual giving – where it all
begins start out by giving to your
• New donors
• It is the beginning of donor loyalty (or
• It reaches the largest group of
• New donors and multi year donors will
increase overall fundraising
How is giving?
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
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
Who makes a good major gift
Annual recurring gift donors
Regular yearly or monthly donors by check, credit card, direct mail or
Anniversary givers (same time each month or year)
Board members, committee members, regular participants,
Find them in eTapestry
Recurring Gift Donors
Volunteers, Board Members
Use the Giving History Widget
Donor Renewal Rates
Eliminate and tweak list based on ages, how they give, involvement,
- Remove businesses, foundations, transactional donors, what
Find them in eTapestry
Campaign Analysis Report: Helps to set major gift amounts and how many
prospects you need.
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
Other Blackbaud resources
Echelon Power Segments
• Income 360
WE’VE IDENTIFIED OUR TOP
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
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 !
FIND ‘EM AND RATE/SCREEN IN
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
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.
Your perception of how closelyaffiliated this constituent is with your
How good the timing might be to
solicit a gift.
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.
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
Create a major gift master contact
for your prospects
MAJOR GIFT UDF SET
HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS
BUILD MAJOR GIFT TRACKING
• Use as many or as
few you want
• Change to fit your
• Add your own steps,
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
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, MARK IT
KEEP UPDATING THE MASTER
UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE AS WELL
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!
MAJOR GIFT QUERIES AND
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!
USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK
Favorites on your Dashboard!
• Auto deliver & scheduled
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 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
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
Speaker Follow-up Slide
For more information, resources,
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