NIDOS Major Donor Fundraising Workshop 19th Jan 2010

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NIDOS Major Donor Fundraising Workshop 19th Jan 2010

  1. 1. NIDOS MAJOR DONOR WORKSHOP January 2010
  2. 2. Introductions <ul><li>Imogen Assenti </li></ul><ul><li>Assenti & Co founded in 2007 </li></ul><ul><li>Major Donor Fundraiser – charities, university & community foundation </li></ul><ul><li>Philanthropic Adviser </li></ul><ul><li>Fundraising & Marketing Consultant </li></ul>
  3. 3. Aims of Today <ul><li>Where to research potential major donors for international development work, including how to reflect on the potential from among your existing supporter base </li></ul><ul><li>How to develop a major donor fundraising strategy </li></ul><ul><li>How to develop funding scenarios </li></ul><ul><li>Plan for and make an ask </li></ul>
  4. 4. Seven Steps to Major Gift <ul><li>Identify the prospect </li></ul><ul><li>Research and evaluate </li></ul><ul><li>Decide on approach strategy </li></ul><ul><li>Cultivate the prospect </li></ul><ul><li>Ask for the gift </li></ul><ul><li>Negotiate the deal </li></ul><ul><li>Stewardship - look after the donor </li></ul>
  5. 5. <ul><li>Who/ what is a major donor? </li></ul>
  6. 6. <ul><li>Who/ what is a major donor? </li></ul><ul><li>Wealthy individual/ family (inherited or created) </li></ul><ul><li>Charitable Trust/ Foundation </li></ul><ul><li>Capable of making gift of 5 figures+ </li></ul><ul><li>Committed to the mission of the organisation </li></ul><ul><li>Tend to give restricted gifts </li></ul><ul><li>Long-term donor loyalty </li></ul><ul><li>Need regular personal cultivation (peer giving) </li></ul><ul><li>Can be motivated by tax considerations & donor recognition </li></ul><ul><li>Want to know who else is giving </li></ul>
  7. 7. Why Major Donor Fundraising? <ul><li>Cost effective – investment high, but high returns </li></ul><ul><li>15 years ago, 75% of the Sunday Times Rich List had inherited their wealth and 25% were self-made. Today that ratio is reversed </li></ul><ul><li>Giving while living vs legacies </li></ul><ul><li>Engaged philanthropy (venture, catalytic) </li></ul><ul><li>Investment approach (core costs) </li></ul><ul><li>Philanthropy advisers/ organisations (NPC, Philanthropy UK, Coutts etc) </li></ul>
  8. 8. Major Donor Trends <ul><li>07/08 189 £1million+ Gifts </li></ul><ul><li>(£1.4 billion total, down 13% on 06/07) </li></ul><ul><li>51% from Individuals (trusts), 38% from Foundations and 11% from companies </li></ul><ul><li>42% into Foundations, 22% Higher Education, 17% Arts & Culture, 8% International Aid & Development </li></ul><ul><li>Increase from £81million in 06/07 to £105million in 07/08 to Int. Aid & Dev </li></ul><ul><li>* Coutts Million Pound Donors Report 2009 </li></ul>
  9. 9. Major Donors - Identification <ul><li>How do we find Major Donors? </li></ul>
  10. 10. Major Donors - Identification <ul><li>How do we find potential Major Donors? </li></ul><ul><li>There’s no place like home..... </li></ul><ul><li>- Trustees, donors, supporters, volunteers </li></ul><ul><li>Relies on good data & communication across the whole organisation </li></ul><ul><li>Donor behaviour (increased giving, consecutive gifts, cumulative gifts, other engagement) </li></ul><ul><li>Donor characteristics (home address, profession, demographics) </li></ul><ul><li>Previous giving – capacity to give – propensity to give – matched interests </li></ul>
  11. 11. Major Donors - Identification <ul><li>How do we find potential Major Donors? </li></ul><ul><li>External Sources </li></ul><ul><li>- Contacts of other Donors, Trustees etc </li></ul><ul><li>- Media (The Rich List, newspapers, internet) </li></ul><ul><li>- trustfunding.org </li></ul><ul><li>- Insider 500 </li></ul><ul><li>Specialist research agencies & consultants </li></ul><ul><li>- Action planning, Factary etc </li></ul>
  12. 12. Major Donors - Research <ul><li>How do we qualify Prospects? </li></ul>
  13. 13. Major Donors - Research <ul><li>How do we qualify Prospects? </li></ul><ul><li>Internet – free info via google etc </li></ul><ul><li>Who’s who & Debrett’s </li></ul><ul><li>Companies House Direct </li></ul><ul><li>Factiva </li></ul><ul><li>Plum/ DASH </li></ul><ul><li>trustfunding.org </li></ul><ul><li>Information from Trustees, volunteers etc </li></ul><ul><li>Face to face conversations/ meetings </li></ul>
  14. 14. Major Donors - Research <ul><li>PERSONAL BIOGRAPHICAL INFORMATION </li></ul><ul><li>Photo Name </li></ul><ul><li>Address DOB </li></ul><ul><li>Spouse’s name Children </li></ul><ul><li>Hobbies Education </li></ul><ul><li>Personal networks ie Charity Boards, Assocs </li></ul><ul><li>Connections/ Links (links to other prospects/ donors ie sister of, friend of, colleague of) </li></ul><ul><li>BUSINESS INFORMATION </li></ul><ul><li>Primary company name Address & contact info </li></ul><ul><li>Role/ position Shareholding </li></ul><ul><li>Salary Active Directorships/ Other Roles </li></ul><ul><li>Former Directorships/ other Roles PA name & contact details </li></ul><ul><li>PHILANTHROPY </li></ul><ul><li>Total Annual Giving (estimated + known) </li></ul><ul><li>Other charities supported </li></ul><ul><li>Areas of interest/ prioirities </li></ul>
  15. 15. Developing a Major Donor Strategy <ul><li>What does your organisation need? </li></ul><ul><li>- do you need money now or is a capital campaign in 2 years your goal? </li></ul><ul><li>What resources do you have? </li></ul><ul><li>- financial & non-financial (paid staff, volunteers, potential donors) </li></ul><ul><li>What’s your experience? </li></ul>
  16. 16. Developing a Major Donor Strategy <ul><li>Aims & Objectives </li></ul><ul><li>Major Donors & how to reach them </li></ul><ul><li>Fundraisers </li></ul><ul><li>Marketing & Communications </li></ul><ul><li>Other resources (database, research materials) </li></ul><ul><li>Timescales </li></ul><ul><li>Budget </li></ul><ul><li>Action Plans </li></ul><ul><li>Monitoring & Evaluation </li></ul>
  17. 17. Developing a Major Donor Strategy <ul><li>Aims & Objectives - CASE FOR SUPPORT </li></ul><ul><li>Reasons why a funder should agree to fund or invest in the project/ service/ item </li></ul><ul><li>Transparent costs </li></ul><ul><li>Information on what this will offer the beneficiaries of the project (outcomes) </li></ul><ul><li>A strong vision, inspiration and imagination </li></ul><ul><li>Distinction from other charities – USP </li></ul><ul><li>ROI </li></ul>
  18. 18. Developing a Major Donor Strategy <ul><li>Major Donors & how to reach them </li></ul><ul><li>People give to people </li></ul><ul><li>Relationship fundraising – understanding needs, interests and aspirations </li></ul><ul><li>Peer fundraising – donor to donor </li></ul><ul><li>Takes time (2yr +) - Ask at the right time </li></ul><ul><li>Face-to-face meetings & well prepared communications </li></ul>
  19. 19. Developing a Major Donor Strategy <ul><li>Fundraisers </li></ul><ul><li>Organisation Leadership - senior management & Trustees </li></ul><ul><li>Fundraising team </li></ul><ul><li>Experts – service delivery </li></ul><ul><li>Volunteers </li></ul><ul><li>Ambassadors/ champions </li></ul><ul><ul><li>Invest time & money in training </li></ul></ul>
  20. 20. Developing a Major Donor Strategy <ul><li>Marketing & Communications </li></ul><ul><li>CASE FOR SUPPORT </li></ul><ul><li>Tailored approach </li></ul><ul><li>Engagement & cultivation events </li></ul><ul><li>Consistent messaging </li></ul><ul><li>Website </li></ul><ul><li>Donor recognition opportunities </li></ul>
  21. 21. Developing a Major Donor Strategy <ul><li>Other resources </li></ul><ul><li>Database – donor profiling & management </li></ul><ul><li>Research materials – free vs paid </li></ul><ul><li>Timescales </li></ul><ul><li>2yrs + - leadership buy-in </li></ul><ul><li>Budget </li></ul><ul><li>Speculate to accumulate </li></ul><ul><li>Monitoring & Evaluation </li></ul><ul><li>Stewardship - ongoing </li></ul>
  22. 22. Developing a Major Donor Strategy <ul><li>Challenges & Opportunities? </li></ul>
  23. 23. Developing a Major Donor Strategy <ul><li>Challenges & Opportunities? </li></ul><ul><li>New income stream </li></ul><ul><li>New fundraising skills </li></ul><ul><li>Requires investment & commitment for a long term pay off </li></ul><ul><li>Requires culture change </li></ul><ul><li>Potential lack of leadership buy-in </li></ul><ul><li>Regional vs national fundraising </li></ul><ul><li>Poor communication across organisation </li></ul>
  24. 24. Developing a Major Donor Strategy <ul><li>Don’t fail to plan </li></ul><ul><li>Need a change in culture – leadership & relationship fundraising </li></ul><ul><li>Invest in training </li></ul><ul><li>Invest in systems – database & comms </li></ul>
  25. 25. Developing an Investment Case <ul><li>Charity – who are you, what do you do? </li></ul><ul><li>What would you ask as a donor? </li></ul><ul><li>A strong vision, inspiration and imagination </li></ul><ul><li>Reasons why a funder should agree to fund or invest in the project/ service/ item </li></ul><ul><li>Transparent costs </li></ul><ul><li>Information on what this will offer the beneficiaries of the project (outcomes) </li></ul><ul><li>Distinction from other charities – USP </li></ul><ul><li>ROI </li></ul>
  26. 26. <ul><li>BREAK </li></ul>
  27. 27. The Prospect Meeting <ul><li>Salutation </li></ul><ul><li>Introduction & explanation – who are you and why are you here? </li></ul><ul><li>SOLICITATION – THE ASK </li></ul><ul><li>Addition </li></ul><ul><li>Reiteration </li></ul><ul><li>Thanks & goodbye </li></ul>
  28. 28. Solicitation – The ask <ul><li>Probe </li></ul><ul><li>Match </li></ul><ul><li>Confirm </li></ul><ul><li>Close </li></ul><ul><li>PMCC </li></ul>
  29. 29. Solicitation – The ask <ul><li>Probe </li></ul><ul><li>What motivates & interests him? </li></ul><ul><li>What does he like/ dislike? </li></ul><ul><li>Open questions – who? what? where? when? how? Why? </li></ul><ul><li>Listening mode </li></ul>
  30. 30. Solicitation – The ask <ul><li>Match </li></ul><ul><li>Match prospect’s needs to benefits you offer </li></ul><ul><li>How will giving to you fulfil his needs? </li></ul><ul><li>Don’t oversell – laundry list of items </li></ul><ul><li>Stress the benefits & outcomes – ‘this will mean..’, ‘if we could...’ </li></ul><ul><li>Handle objections – don’t ignore them! </li></ul>
  31. 31. Solicitation – The ask <ul><li>Confirm </li></ul><ul><li>Get the prospect to confirm he is happy being asked </li></ul><ul><li>Once he has agreed his needs are matched it’s difficult to say no </li></ul><ul><li>‘ so would you agree with us that...’ </li></ul><ul><li>‘ if I could just sum up what you feel about the programme’ </li></ul><ul><li>Handle any objections & return to confirmation </li></ul>
  32. 32. Solicitation – The ask <ul><li>Close </li></ul><ul><li>If you don’t close, you might as well not be there </li></ul><ul><li>Asking start of negotiating </li></ul><ul><li>Agreement to move to next stage </li></ul><ul><li>‘ would you consider a gift of ...’ </li></ul><ul><li>‘ we are looking for .....’ </li></ul><ul><li>‘ could you help us.....’ </li></ul><ul><li>‘ have you considered supporting...’ </li></ul><ul><li>‘ would you like to see the project...’ </li></ul>
  33. 33. Solicitation – The ask <ul><li>Probe </li></ul><ul><li>Match </li></ul><ul><li>Confirm </li></ul><ul><li>Close </li></ul><ul><li>PMCC </li></ul>
  34. 34. <ul><li>Thank You </li></ul><ul><li>www.assentiandco.com </li></ul>

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