The document discusses creating an effective major gift program, which is key for maximizing charitable giving. It defines major gifts and outlines the major gift process, which must be driven by an overarching sales process. This involves establishing clear goals, encouraging officers to solicit gifts through personal outreach, and managing activities through weekly reporting that tracks prospects and evaluates personal effectiveness.

1. Creating An Effective Major Gift Program

2. Major Gifts…the key to everything!! The only way to maximize charitable giving Major gifts are the largest gifts Annual Fund Campaign--$1000 to $20,000 Capital Campaign--$25,000 to $5,000,000 Special Projects--$25,000 to $5,000,000 Planned/Deferred Giving Campaign--$1,000,000 + What is a Major Gift? Creating an Effective Major Gift Program

3. A program of activities built upon MG approach to donors: Targets donors/prospects with wealth Specific strategies of engagement Personal, face-to-face solicitation Based upon deep relationships What is a MG Program? Creating an Effective Major Gift Program

4. Implemented in non -capital campaign years Major gift work should never stop A non-public approach to fund special capital projects or needs Quietly working the list of prospects who are ready to be asked for a major investment What is a MG Program? Creating an Effective Major Gift Program

5. Must be approached in the context of a well defined and credible strategic plan Fundamentals must be in place first: A robust annual giving program Accurate data with functional data mining capabilities Major gift process functioning well A sales culture and sales process How to Implement a MG Program? Creating an Effective Major Gift Program

6. Identify wealth Educate on mission Seek insight and feedback in the plan to transfer ownership Ask for investment in the plan Assertive follow-up to “close” Good stewardship Major Gift Process Creating an Effective Major Gift Program

7. Major Gift Process must be driven by an overarching Sales Process Establish a “sales culture” within the Advancement Office Establish clear goals…how much $ is needed? Encourage MG and AR officers to be “out” and not “in”. Manage sales activities and reward their results on a weekly basis Sales Process Creating an Effective Major Gift Program

8. Pay attention to the “math” of success Success is based upon: # of calls, # of asks, and effectiveness in follow-up How many prospects are “in play” and moving through the “funnel”? Pay attention to “personal effectiveness” Are your MG and AR officers well trained? Do they act appropriately with donors and prospects? Do they say the right thing at the right time? Sales Process Creating an Effective Major Gift Program

9. Example Weekly MG Sales Report Creating an Effective Major Gift Program