5 steps to raise big money with major gifts

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Find out how to turn your development office into a money-raising machine.

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5 steps to raise big money with major gifts

  1. 1. Hello  and   Welcome!   25 Year Veteran Monthly Webinars Weekly Newsletter Guidestar Columnist Blog Resources “Fired-Up Fundraising” 1 Gail Perry CFRE Consultant, Coach, Author, Speaker
  2. 2. Gail’s  Next  Webinar  Dec.  7   Last  Minute  Holiday  Giving   Strategies  to  Put  Your  Over  Goal   •  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐line  giving   spikes.       •  Exactly  what  to  say  in  your  year-­‐end    appeals.       •  Who  makes  last  minute  gi>s,  and  what  they  want  to  hear.   •   Specific  strategies  that  are  proven  to  work  at  the  very  end  of  the  year.   •  Last  minute  tweaks  to  your  web  site  to    strengthen  your  call  to  acDon  and   your  last  minute  gi>s.     2
  3. 3. Housekeeping   •  Use  headphones  for  best  sound   •  Call  KrisJna  334-­‐246-­‐1712  if  you  need  help:   •  Use  an  ethernet  cable  instead  of  wireless.   •  Shut  down  Internet  programs  (email,  instant  messaging,   browsing,  uploads/downloads)   •  Switch  to  the  phone  number  (may  be  a  toll  call  depending  on   your  calling  plan)     3
  4. 4. Send in Your Questions at Any Time 4
  5. 5. Big  Money  Thru  Major  Gi[s     What  You’ll  Get  Today     •  How  to  turn  your  development  office   into  a  money-­‐raising  machine.   •  How  to  get  the  most  out  of  your  limited   Jme  and  staff.   •  My  personal  secrets  and  techniques   that  have  helped  me  raise  hundreds  of   millions.     5
  6. 6. Why  Focus  On  Major  Gi[s?     Cost  per  Dollar  Raised   EVENT     50%   ANNUAL  FUND   30%   MAJOR  GIFT  OR  CAPITAL  CAMPAIGN   10%  
  7. 7. 7 Narrow, narrow, narrow down your focus (especially if you are small)
  8. 8. The Major Gift Process THANK THANK THANK AGAIN CULTIVATE AND INVOLVE ASK FOR SUPPORT IDENTIFY PROSPECTS 8
  9. 9. Overview of a Major Gift   9
  10. 10. 5  Simple  Steps  to  Major  Gi[s     10 Major   Gi[s   Ask     CulJvate   Prospects   Tell  Your     Story    Track    
  11. 11. Step  1:  Tell  Your  Story   – Who?   – What?   – Why?   – SIMPIFY,     – Simplify   – Simplify    
  12. 12. Your  Story!   •  POSITIVE  big,  bold,   exciJng,  meaningful.   •  EmoJonal  appeal.   •  Not  about  bricks  and   mortar,  what  happens   inside.   •  Urgency!   •  “If  you’re  fired  up,  you   can  ask  anybody  for   anything!  
  13. 13. Step  2:  Your  Prospect  List   13
  14. 14. Who Are Your Prospects?   •  Current Donors – giving has jumped •  Former Donors •  Former board members •  People you know are interested in your cause 14
  15. 15. How  to  Analyze  Your  Prospects   PotenJal  and  Likelihood   15
  16. 16. 16 Ability  $$   Likelihood  
  17. 17. Prospect  RaJng  Chart     How  Much  is  Your  Prospect  Base  Worth?   Ability:                Likelihood:             A:  $1  million      D:  $25k  –  99K    1  =  high       B:  $500k      E:    10K  –  25K    2  =  medium       C:  $100k  -­‐  $500k    F:  $1k  -­‐  $10k    3  =  low                               17
  18. 18. How  to  Set  Your  Goal                               •   Add  up  your   potenJal     •  Cut  it  by  1/3   •  That’s  how  much   you  can  raise   18
  19. 19. Leverage Your Board’s Contacts 19
  20. 20. Give  All  Board  Members  Jobs   •  Those  That  Can  Ask   Must  Ask   •  Small  socials   •  Host  Tours   •  Advice  Visits  and   CulJvaJon  Calls   •  Thank  You  Visits   •  Accompany  You  on   Calls  
  21. 21. Assign  Natural  Partners   •  A  Team   •  Who  Knows   Prospect  Best?  
  22. 22. Step Two: Cultivation 22
  23. 23. From a Suspect to a Prospect The Discovery Call •  Call to ask for appointment •  Call to say thank you •  Call to invite them to an event to learn more 23
  24. 24. How to Find Out What Turns Them On? Ask! • “I’d love to hear why you chose to give. •  “What inspired your gift? •  “Would you be willing to have coffee with me, I’d love to understand your story •  “Mr. Jones, you’ve been a donor all these years. My job is to know our patrons . . 24
  25. 25. Donor Conversation: What Are Your Impressions? 25
  26. 26. What Exactly Does Cultivation Look Like?   •  Involve •  Connect over and over •  Face time 26
  27. 27. 27 Custom Strategies for Different Types of Donors
  28. 28. Listen Your Way to the Gift When in doubt, shut up! 28
  29. 29. When I get ready to talk to people, I spend two thirds thinking about what they want to hear . . . and one third thinking about what I want to say. Abraham Lincoln 29
  30. 30. Learn As Much as Possible About Mr. Prospect   Hobbies, interests, religion, honors, recognitions, business, giving history, hot buttons, involvement history, family contact history 30
  31. 31. Cultivation He Will Enjoy! •  One on one personal visits •  Ask to serve on your board •  Meet with your CEO •  Honor him •  Private tours •  Ask to host major donor events 31
  32. 32. The whole point of cultivation is to get your prospect as passionate about your project as you are. 32
  33. 33. The Advice Visit If you want money, ask for advice. If you want advice, ask for money! 33
  34. 34. Ask Warm Up: When Is He Ready and Will He Give? •  “You’ve been so involved in our cause, are you ready to talk about your campaign gift?” •  “We’d like to come talk to you about an important project at our organization.” •  “If you were to make a major gift, where would you want to focus? •  “Of all the things we do, what appeals to you most” 34
  35. 35. Reconnaissance: 7 Questions Is He Ready To Be Asked?   •  Who Asks? •  Use a team •  Who is asked? •  Couple together? Their kids? Their parents? 35
  36. 36. Reconnaissance   •  When? •  Where? •  Amount? •  Values? •  Project? 36
  37. 37. Steps in the ASK •  Warm Up – Social Conversation •  Tell your STORY •  ASK by Presenting the Opportunity (always specific amount – specific purpose) •  Donor’s Response - Discussion •  Closing, Set Followup Steps 37
  38. 38. Volunteer Can Say: 38 •  “Join with me to make this happen. •  I support this group and it’s worthy and deserving of your support as well. •  I’ve made a five year pledge to this group because I want to invest in its future. Please join me and other top supporters and consider making a gift now. Our combined support will be no less than transformational.” Laura Fredricks, “The Ask – how to Ask Anyone for Any Amount for Any Purpose”
  39. 39. The Ask- Don’t Forget: •  Would you consider a gift of xxx for yyyyy? •  Specific amount for specific purpose •  What will the gift be used for? •  How many other gifts are at this level? And who gave them? •  Why the gift is needed now? 39
  40. 40. Basic Pointers for ALL ASKS   EMOTION They are Flattered when you ask Personal Vision POSSIBILITIES satisfaction JOY! 40
  41. 41. Listen Your Way to the Gift •  Use your radar and focus on the donor’s body language •  Note the donor’s questions •  Anticipate the donor’s reaction and plan for it •  Never ever be aggressive or too salesy! •  Thoughtfully respond to each concern 41
  42. 42. When to Shut Up 42
  43. 43. Wrapping Up The Ask Discussion •  Set your time for following up – exactly when •  Repeat the gift amount, purpose and benefits of the gift •  Be positive and upbeat •  Thank the donor for listening and considering •  Remind the donor what’s at stake 43
  44. 44. “NO” Means. . . “Not Now” 44
  45. 45. The Ask Followup •  Get back in touch cheerfully and often. •  Followup letter – keep the momentum and sense of urgency. 45
  46. 46. Step 5: Create and Enforce A Management System 1. Your Team 2. Monthly Strategy Session 3. Moves Management 46
  47. 47. Monthly Strategy Session 1. Review the prospect list. 2. What happened? 3. Anything new to add? 4. Create new strategies. 5. Assign next steps. 47
  48. 48. Set Priorities With Moves Management 1. ID Top 10 = Once a month 2. ID Next 20 = Every 2 months 3. ID Next 30 = Every 3 months 48 Reevaluate and reorder your list monthly
  49. 49. Thank you! How to Raise As Much $ As Humanly Possible 1. Step One – Craft Your Story 2. Step Two – Narrow Down Your Prospects 3. Step Three – Cultivate - Warm Up Your Donors 4. Step Four – Ask - Tell Your Story and Present the Opportunity 5. Step Five – Create A Management System and Enforce It 49
  50. 50. Gail’s  Next  Webinar  Dec.  7   Last  Minute  Holiday  Giving   Strategies  to  Put  Your  Over  Goal   •  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐ line  giving  spikes.       •  Exactly  what  to  say  in  your  year-­‐end    appeals.       •  Who  makes  last  minute  gi>s,  and  what  they  want  to  hear.   •   Specific  strategies  that  are  proven  to  work  at  the  very  end  of   the  year.   •  Last  minute  tweaks  to  your  web  site  that  will  strengthen   your  call  to  acDon  and  your  last  minute  gi>s.     50
  51. 51. Sign  Up  For  My  Newsleper     Free  Audio  Download:  Asking  for  Gi>s,  How  to  Never,   Ever  Get  Turned  Down     www.gailperry.com   Join  me  on  December  7!   Last  Minute  Strategies  for  Year  End  Fundraising    

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