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Annual Giving: Foundation of the Donor Pyramid

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Presentation on Annual Giving for Minnesota Philanthropy Day

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Annual Giving: Foundation of the Donor Pyramid

  1. 1. Annual Giving: Foundation of the Donor Pyramid Kathleen Davis University of Minnesota Foundation and Timothy Puffer Puffer & Associates
  2. 2. Introduction <ul><li>What is “Annual Giving” </li></ul><ul><li>Donor Information Management </li></ul><ul><li>Strategies for Growth </li></ul><ul><li>Donor Relations Management </li></ul><ul><li>Role in the Overall Development Plan </li></ul><ul><li>Cost Accountability </li></ul><ul><li>Open Forum </li></ul>
  3. 3. What is “Annual Giving” <ul><li>Annual Fund may be defined as— </li></ul><ul><li>Gifts that are renewable </li></ul><ul><li>Gifts that are unrestricted vs. restricted </li></ul><ul><li>Gifts solicited for current use vs. endowment </li></ul><ul><li>Gifts of a certain size (non-major gifts) </li></ul>
  4. 4. What is “Annual Giving” <ul><li>Who they came from </li></ul><ul><ul><li>Individuals </li></ul></ul><ul><ul><li>Corporations </li></ul></ul><ul><ul><li>Foundations </li></ul></ul><ul><ul><li>Organizations </li></ul></ul><ul><li>How they were solicited </li></ul>
  5. 5. What is “Annual Giving” <ul><li>Direct mail </li></ul><ul><ul><li>General appeals </li></ul></ul><ul><ul><li>Special appeals </li></ul></ul><ul><li>Telemarketing </li></ul><ul><li>E-Philanthropy or online giving </li></ul><ul><li>Special events </li></ul><ul><li>Grants </li></ul><ul><li>Telethon </li></ul><ul><li>Public donation receptacles </li></ul><ul><li>Cause-related marketing </li></ul><ul><li>Product sales </li></ul><ul><li>Door-to-door solicitation </li></ul><ul><li>Memberships </li></ul><ul><li>Gift envelopes in publications, etc. </li></ul>Methods of annual fund solicitation
  6. 6. What is “Annual Giving” <ul><li>Adapted from Henry Rosso, Achieving Excellence in Fund Raising, Jossey,Bass, 1991 </li></ul><ul><li>The Ladder of Effectiveness </li></ul>
  7. 7. Donor Information Management <ul><li>Purpose: Capture information and retrieve it </li></ul><ul><li>in usable fashion to— </li></ul><ul><li>Maintain communications with donors </li></ul><ul><li>Solicit donations </li></ul><ul><li>Analyze the effectiveness of fundraising efforts </li></ul>
  8. 8. Donor Information Management <ul><li>Essential vs. desirable data to capture/retrieve </li></ul>
  9. 9. Donor Information Management <ul><ul><li>Unique identification </li></ul></ul><ul><ul><li>Absolutely, indisputably correct name </li></ul></ul><ul><ul><li>Up-to-date and accurate address and phone </li></ul></ul><ul><ul><li>Past financial support (date, amount, purpose, appeal) </li></ul></ul><ul><ul><li>Correct salutation </li></ul></ul><ul><ul><li>Recognition history (giving clubs, awards, attendance at events) </li></ul></ul><ul><ul><li>Affiliations—connections to your organization </li></ul></ul><ul><ul><li>Appeal history </li></ul></ul>Essential
  10. 10. Donor Information Management <ul><ul><li>Employment information and whether that company matches gifts to your organization </li></ul></ul><ul><ul><li>Relationships—connections to family and other areas of the community </li></ul></ul><ul><ul><li>Contact and communication history </li></ul></ul>Desirable
  11. 11. Strategies for Growth <ul><li>Three basic strategies for increasing gross </li></ul><ul><li>revenues from your annual fund— </li></ul><ul><li>Increase the gift size of current donors </li></ul><ul><li>Increase the number of gifts from current donors </li></ul><ul><li>Increase the number of current donors </li></ul>
  12. 12. Strategies for Growth <ul><li>Strategy 1: Increase gift size </li></ul><ul><li>Probably the easiest strategy to start with </li></ul><ul><li>Always ask for a specific amount based on the donor’s giving history </li></ul><ul><li>Offer an array of gift size options </li></ul><ul><li>Allow donors to stay at same giving level for a while </li></ul><ul><li>Offer payment options (pledges, credit card, etc.) </li></ul>
  13. 13. Strategies for Growth <ul><li>Strategy 2: Increase the number of gifts </li></ul><ul><li>Special appeals in addition to the annual fund </li></ul><ul><li>Institute monthly giving club </li></ul><ul><li>Offer electronic funds transfer (EFT) payment options </li></ul><ul><li>Offer e-philanthropy or online giving through your website </li></ul>
  14. 14. Strategies for Growth <ul><li>Strategy 3: Increase the number of donors </li></ul><ul><li>Probably the most challenging strategy </li></ul><ul><li>Increase number of donors either by </li></ul><ul><ul><li>Adding new donors </li></ul></ul><ul><ul><li>Recapturing lapsed donors </li></ul></ul><ul><li>Donor attrition-- needs to be factored into growth strategies </li></ul>
  15. 15. Strategies for Growth <ul><li>There is almost always a “cost” or net revenue loss when to adding new donors </li></ul><ul><li>Need to take the long view in acquiring new donors. Acquisition efforts can seldom be considered money makers but are critical to the ongoing revenues of an organization </li></ul><ul><li>The cost of acquiring new donors has to be carefully evaluated against the donors long-term value to the organization </li></ul>
  16. 16. Strategies for Growth <ul><li>Stage of Decision-making </li></ul><ul><li>Awareness —Prospect knows about organization </li></ul><ul><li>Interest —Prospect wants to know more </li></ul><ul><li>Affinity —Prospect likes organization </li></ul><ul><li>Action —Prospect makes donation </li></ul><ul><li>Feedback —Prospect gets positive reinforcement that action was correct </li></ul>
  17. 17. Strategies for Growth <ul><li>Categories of Potential and Actual Supporters </li></ul><ul><li>Suspect —Anyone who might have an interest </li></ul><ul><li>Prospect —Someone who has qualifications of a potential supporter (including those who have made only one donation) </li></ul><ul><li>Donor —Someone who has demonstrated repeated financial support </li></ul><ul><li>Advocate —Someone whose commitment extends beyond donation into helping get others involved </li></ul>
  18. 18. Strategies for Growth <ul><li>Stages of Donor Relationships </li></ul><ul><li>Identification </li></ul><ul><li>Cultivation </li></ul><ul><li>Solicitation </li></ul><ul><li>Stewardship </li></ul>
  19. 19. Donor Relations Management <ul><li>Managing relationships with donors </li></ul><ul><li>1. Gift acknowledgement/Thank you’s </li></ul><ul><ul><li>Timely, personal and specific </li></ul></ul><ul><ul><li>Policies and procedures to insure that thank you’s are handled properly </li></ul></ul><ul><li>2. Welcome/New donor package </li></ul>
  20. 20. Donor Relations Management <ul><li>3. Ongoing communications </li></ul><ul><li>Newsletter(s) </li></ul><ul><li>Annual report </li></ul><ul><li>Invitations to special events </li></ul><ul><li>4. Be accountable </li></ul><ul><li>Report back </li></ul><ul><li>Encourage questions, respond fully and honestly </li></ul>
  21. 21. Donor Relations Management <ul><li>5. Recognition opportunities </li></ul><ul><li>Respect personal preferences </li></ul><ul><li>Ideas: Honor rolls in publications; giving clubs (current, lifetime); donor recognition events; plaque, mugs, pins and other items </li></ul><ul><li>6. Maintain accurate records </li></ul><ul><li>Accurate contact data, giving histories and personal preferences </li></ul>
  22. 22. Role in the Overall Development Plan <ul><li>Graphic credit: James M. Greenfield, Fund-Raising: Evaluating and Managing the Fund Development Process , John Wiley and Sons, 1991, p. 15 </li></ul>
  23. 23. Role in the Overall Development Plan <ul><li>Annual giving as a “feeder program” for other development activities </li></ul><ul><li>Annual fund needs to be an integrated part of overall development plans </li></ul><ul><li>Case statement and marketing plan for each annual fund project. </li></ul><ul><li>Coordinate annual fund efforts with other fundraising and donor communications activities </li></ul>
  24. 24. Cost Accountability <ul><li>Improve your annual giving bottom line by reducing costs </li></ul><ul><li>Thorough analysis of annual giving revenues and expenses </li></ul><ul><ul><li>Overall program </li></ul></ul><ul><ul><li>Individual project or appeal basis </li></ul></ul>
  25. 25. Cost Accountability <ul><li>Consider indirect or “soft” expenses as well as direct expenses </li></ul><ul><ul><li>Direct mail revenues/expense (handout) </li></ul></ul><ul><ul><li>Special events planning checklist (handout ) </li></ul></ul><ul><li>Question everything </li></ul><ul><li>Test new ideas </li></ul>
  26. 26. Open Forum <ul><li>Q & A </li></ul><ul><li>Comments </li></ul><ul><li>Examples </li></ul>
  27. 27. Closing Thoughts

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