Finding Major Donor Prospects Webinar

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created by Heather Yandow at Third Space Studio, thirdspacestudio.com.

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  • Rituals and practices you use?
  • Any other ways that you find major donor prospects?
  • Take 2 minutes to make a list.
    ?: YMCA, local churches,
  • Little bit of work to go through each – could be a volunteer or intern project
    If you are a statewide, big city based group, think about other areas you are working in
  • Any other ways that you find major donor prospects?
  • You’ve now created a huge list of potential prospects, how do you focus?
  • Remember: you are not likely going to receive a gift that a long-time priority charity or political candidate gets
  • Any other ways that you find major donor prospects?
  • Time for In Defense of Board members
  • Finding Major Donor Prospects Webinar

    1. 1. Finding Major Donor Prospects If you have trouble connecting, please contact Heather at 919.451.1329.
    2. 2. Today’s Agenda A Model Prospecting Program • Creating your draft prospect list • Refining your list • Researching your prospects • Organizing your prospects • Making it happen!
    3. 3. “You already know all the people you need to know to raise all the money you want to raise” -Kim Klein
    4. 4. Finding Major Donor Prospects Finding prospects has a lot to do with volume, data, and research AND A successful major donor program is created by building strong relationships
    5. 5. Major Donors What makes your donors MAJOR?
    6. 6. Major Donors • What makes your donors MAJOR? – Treat them differently from other donors – Different for every group – Most groups have a dollar limit: $100 and above, $5,000 and above – Mostly an internal definition – Key ?: How many donors can you treat in this way?
    7. 7. Major Donors Major donors need to have the three Cs: care, connection, and capacity care capacity connection
    8. 8. Creating Your List Where do you find prospective donors? Current donors Staff and Board contacts Sister organizations Local foundations Random people
    9. 9. Current Donors • Best way to find new major donors is by upgrading existing donors – All about building relationships • Mine your giving data! Look for people who: – Have a history of consistent giving – Have given big gifts in the past few years – May be giving under their capacity • Ask current donors for names and introductions to other donors
    10. 10. Staff and Board • Create a culture of fundraising in your organization • Make sure staff are comfortable talking about the basics of your organization and funding • Ask staff and Board to be on the lookout for new people to bring into the organization • Ask for names and contact information for potential donors
    11. 11. Questions? Comments?
    12. 12. Sister Organizations • What organizations in your area do similar or compatible work? What are other organizations that you, your staff, or your Board give to? • Look at their donor lists – website, newsletter, annual report, donor wall! • Know that these donors have capacity and likely care – need connection
    13. 13. Local Foundations • http://foundationcenter.org/findfunders/foun dfinder/ • Search by city, state, or zip • Examine 990’s, particularly: – Page 6: list of officers and possibly their contact info – Page 10: if and how they accept proposals – Page 11: list of grantees
    14. 14. Data Management • Important to track data consistently • Important to include: – First and last name – Spouse/partner name – City – Source of name – Links to relevant website
    15. 15. Questions? Comments?
    16. 16. Focus
    17. 17. Focus • You’ve mostly identified people with capacity and/or care, but you need connection. • Have Board and staff respond to your list. – Do they know? Can they introduce? – Give option for “call me later to discuss” • Compare potential prospects to your email list or donor list.
    18. 18. Research Top Prospects • GOAL: if you have a connection (or potential), find out enough information to make an ask – Giving history – Contact information – Work or personal history • Simple sources of info – People who know them – Google – Tray.com – White Pages
    19. 19. What other methods do you use for research?
    20. 20. Questions? Comments?
    21. 21. Organize Few large donors Less intermediate donors Lots of small donors • Organize your prospects according to your pyramid • Focus on the largest donors first
    22. 22. A Sample Pyramid Amount Number of Gifts Total Gifts $25,000 1 $25,000 $10,000 1 $10,000 $5,000 3 $15,000 $2,500 6 $15,000 $1,000 12 $12,000 $500 16 $8,000 $250 24 $6,000 $100 40 $4,000 Average of $50 100 $5,000 203 $100,000
    23. 23. Create Your Own Pyramid Amount # of Gifts Total Gifts $25,000 1 $25,000 $10,000 1 $10,000 $5,000 3 $15,000 $2,500 6 $15,000 $1,000 12 $12,000 $500 16 $8,000 $250 24 $6,000 $100 40 $4,000 Avg of $50 100 $5,000 203 $100,000
    24. 24. The Pyramid and Prospects Amount # of Gifts Total Gifts Likely Previous Donors New Prospects Needed $25,000 1 $25,000 1 0 $10,000 1 $10,000 0 4 $5,000 3 $15,000 1 8 $2,500 6 $15,000 3 12 $1,000 12 $12,000 5 28 $500 16 $8,000 10 24 $250 24 $6,000 15 36 $100 40 $4,000 Avg of $50 100 $5,000 203 $100,000 Need 112 prospects!
    25. 25. The Pyramid and Prospects Amount # of Gift s Total Gifts Likely Previous Donors New Prospects Needed Donor Names Prospect Names $25,000 1 $25,000 1 0 $10,000 1 $10,000 0 4 $5,000 3 $15,000 1 8 $2,500 6 $15,000 3 12 $1,000 12 $12,000 5 28 $500 16 $8,000 10 24 $250 24 $6,000 15 36 $100 40 $4,000 Avg of $50 100 $5,000
    26. 26. Questions? Comments?
    27. 27. Action! • Prioritize and plan. Try focusing on a different set of donors each quarter: – Q1 - renew previous donors – Q2 - reach out to new donors $5,000 and up – Q3 – reach out to new donors below $5,000 – Q4 – clean-up • Delegate – use the Coordinator/Director part of your title! • Follow up – give a timeline and check in
    28. 28. • A Model Prospecting Program – Creating your “big list” – Defining your prospects – Researching your prospects – Organizing – Making it happen!
    29. 29. Thank you! Heather Yandow 919.780.4117 heather@thirdspacestudio.com

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