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A Donor Is
Not An ATM:
How To Inspire Donors
Through Spectacular
Stewardship And
Cultivation
Angel A. Aloma
Food For The Poor, Inc.
Lisa Maska
Lautman Maska Neill & Company
Moderator
Jennifer Vanderveld
Marine Corps...
Angel A. Aloma
Executive Director
Food For The Poor, Inc.
Inspiration and
Cultivation
The Power of Passion!
Three important questions:
Why is passion necessary?
What is the Unique Selling Point (USP) that
we all have in common?
Wh...
Without passion we
will not do justice to
our triple mission.
Donors Staff
The
Need
The Virtuous Circle
Feeds
Passion
Gives
Energy
Fulfills
Mission
Love for
Work
Why should we love what we do?
Because we are people of the light!
XI Commandment –
“KNOW THY DONOR”
How do we get to know them?
Talk to your best donors as often as possible.
Emotional Inquiry Study (EIS)
FIND OUT:
Why do they really give?
How do they feel about their giving?
What do they love about our mission?
Why do
you gi...
We cannot
inspire
donors if we
do not
understand
their values.
Family
Faith
The concept of
“Ideal Moral Identity”
To properly
cultivate our
donors we
must be
truly donor-
centric.
The many enemies
of donor-centricity:
Organizational/Founder/
CEO-centered copy
The many enemies of
donor-centricity:
Silos - Contradiction: who we hire vs. what we expect
Direct
Mail
Web Donor
Relation...
The many enemies of
donor-centricity:
Scarcity of touches and timely gratitude
The many enemies of
donor-centricity:
One way relationships.
The donor gives us:
• their fortune
• their time
• their effo...
The many enemies
of donor-centricity:
Donor restrictions on
giving and how to give.
Cultivation Through
Sustainers
The best cultivation tool to move donors
up from base to peak of giving pyramid.
Phone
Jennifer Vanderveld
Vice President of
Marketing &
Development
Marine Corps Heritage
Foundation
Marine Corps Heritage
Foundation Moto:
“The money we raise is NOT our money…
it is the donor’s money.”
Tactics acquiring, retaining &
cultivating our donors:
Staff
Acquisition
Appeals & Giving Programs
Major Gifts
Let’s talk staff & their role
in cultivation!
MCHF staff count = 12
We are a small shop but powerful force.
Basics:
–Two individuals handle all phone calls
–Two full ti...
How does MCHF cultivate
even in acquisition?
Real Life Example
Cultivate in Acquisition
LCpl John Smith
–$100 gift through Oct Acq
–Six months later, $1,000 donation
t...
How does MCHF cultivate
and steward in appeals?
These items give our donors…..Pride.
Real Life Example
Cultivate in Appeals
LCpl John Smith
–In various appeals, gave four gifts in three
years
–Donations vari...
How does MCHF cultivate
and steward in major gifts?
A little piece
of their
Museum!
Real Life Example
Cultivate in Major Gifts
LCpl John Smith
–Gave $1m when asked
–He routinely comes to NMMC to see how
his...
Thank you, Merci, Danke,
Gracias…
Angel A. Aloma
Executive Director
Food For The Poor, Inc.
954.427.2222
aaloma@foodforthepoor.com
Lisa Maska
Lautman Maska ...
#DMANP2015 Donor Not ATM
#DMANP2015 Donor Not ATM
#DMANP2015 Donor Not ATM
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A Donor Is Not An ATM:How To Inspire Donors Through Spectacular Stewardship And Cultivation

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#DMANP2015 Donor Not ATM

  1. 1. A Donor Is Not An ATM: How To Inspire Donors Through Spectacular Stewardship And Cultivation
  2. 2. Angel A. Aloma Food For The Poor, Inc. Lisa Maska Lautman Maska Neill & Company Moderator Jennifer Vanderveld Marine Corps Heritage Foundation A Donor Is Not An ATM: How To Inspire Donors Through Spectacular Stewardship And Cultivation
  3. 3. Angel A. Aloma Executive Director Food For The Poor, Inc.
  4. 4. Inspiration and Cultivation
  5. 5. The Power of Passion!
  6. 6. Three important questions: Why is passion necessary? What is the Unique Selling Point (USP) that we all have in common? What is the connection between these two? Telling Stories
  7. 7. Without passion we will not do justice to our triple mission. Donors Staff The Need
  8. 8. The Virtuous Circle Feeds Passion Gives Energy Fulfills Mission Love for Work
  9. 9. Why should we love what we do? Because we are people of the light!
  10. 10. XI Commandment – “KNOW THY DONOR”
  11. 11. How do we get to know them? Talk to your best donors as often as possible. Emotional Inquiry Study (EIS)
  12. 12. FIND OUT: Why do they really give? How do they feel about their giving? What do they love about our mission? Why do you give? Because it makes me feel good.
  13. 13. We cannot inspire donors if we do not understand their values. Family Faith
  14. 14. The concept of “Ideal Moral Identity”
  15. 15. To properly cultivate our donors we must be truly donor- centric.
  16. 16. The many enemies of donor-centricity: Organizational/Founder/ CEO-centered copy
  17. 17. The many enemies of donor-centricity: Silos - Contradiction: who we hire vs. what we expect Direct Mail Web Donor Relation s Major Giving But if I direct donors to the web, it will skew my test results… Who gets credit?$$$$ That’s my donor!
  18. 18. The many enemies of donor-centricity: Scarcity of touches and timely gratitude
  19. 19. The many enemies of donor-centricity: One way relationships. The donor gives us: • their fortune • their time • their effort Besides the good feeling of giving to a worthy cause, what do we give to them?
  20. 20. The many enemies of donor-centricity: Donor restrictions on giving and how to give.
  21. 21. Cultivation Through Sustainers
  22. 22. The best cultivation tool to move donors up from base to peak of giving pyramid. Phone
  23. 23. Jennifer Vanderveld Vice President of Marketing & Development Marine Corps Heritage Foundation
  24. 24. Marine Corps Heritage Foundation Moto: “The money we raise is NOT our money… it is the donor’s money.”
  25. 25. Tactics acquiring, retaining & cultivating our donors: Staff Acquisition Appeals & Giving Programs Major Gifts
  26. 26. Let’s talk staff & their role in cultivation!
  27. 27. MCHF staff count = 12 We are a small shop but powerful force. Basics: –Two individuals handle all phone calls –Two full time/two temps handle all data entry • Over 100K gifts annually VP of Development & ED
  28. 28. How does MCHF cultivate even in acquisition?
  29. 29. Real Life Example Cultivate in Acquisition LCpl John Smith –$100 gift through Oct Acq –Six months later, $1,000 donation through May Act
  30. 30. How does MCHF cultivate and steward in appeals?
  31. 31. These items give our donors…..Pride.
  32. 32. Real Life Example Cultivate in Appeals LCpl John Smith –In various appeals, gave four gifts in three years –Donations varied from $100 to $1,000 –Gave additional gift toward membership for $1,000
  33. 33. How does MCHF cultivate and steward in major gifts? A little piece of their Museum!
  34. 34. Real Life Example Cultivate in Major Gifts LCpl John Smith –Gave $1m when asked –He routinely comes to NMMC to see how his “investment” is doing
  35. 35. Thank you, Merci, Danke, Gracias…
  36. 36. Angel A. Aloma Executive Director Food For The Poor, Inc. 954.427.2222 aaloma@foodforthepoor.com Lisa Maska Lautman Maska Neill & Company 202-296-9660 lmaska@lautmandc.com Jennifer Vanderveld Vice President of Marketing & Development Marine Corps Heritage Foundation 703-630-3691 vanderveld@marineheritage.org Thank You!

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