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Major Gifts: Engaging Your Donors at Every Stage

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Mount Sinai Hospital Foundation of Toronto. Dana James. Associate Director, Development ... Current & lapsed donors. One Hour or Less of Research. Capacity: ... – PowerPoint PPT presentation

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Title: Major Gifts: Engaging Your Donors at Every Stage


1
Major GiftsEngaging Your Donors at Every Stage
  • Susan Horvath, CFRE
  • President
  • Mount Sinai Hospital Foundation of Toronto
  • Dana James
  • Associate Director, Development
  • Robarts Research Institute
  • April 5, 2007
  • 1045 a.m. 1200 p.m.

2
Major Gifts Engaging Your Donors at Every Stage
  • Definition
  • Making the case for major gift focus
  • Robarts experience
  • Translating this to your cause
  • Practical steps

3
Multiple Choice Quiz
  • You need 30,000 to save a program from closing.
    If you could do only ONE activity to raise the
    money you would
  • Have a gala dinner
  • Mail request letter to 200 friends
  • Organize a lottery
  • Resign and they can use your salary for the
    program
  • Ask one person for 30,000

4
Multiple Choice Quiz
  • You consider a major gift to be
  • gt 1,000
  • gt 10,000
  • Twice what donor gave previously
  • A gift solicited in person
  • All of the above

5
Multiple Choice Quiz
  • You and your CEO are making a solicitation call.
    His most compelling point is
  • They can help by funding the 1M deficit
  • Soon your organizations financial success will
    mean youll be giving out money
  • They can give to you and then rationalize not
    supporting others
  • Their name will appear on new donor wall
  • Their support will advance research in
    Alzheimers disease

6
Impact of Major Gift Focus
7
Impact of Major Gift Focus
2004-2005
8
Comparing 2 Projects
  • Vascular Biology renos
  • Goal 350,000
  • 7 prospects
  • F-to-f mtgs, proposal, specific request amt,
    campaign chair, staff fup
  • 5 donors 360,700
  • 2 donated to other projects 50k 250k
  • Bioinformatics Centre
  • Goal 250,000
  • 37 prospects
  • Reception, honouree, mailed proposals, no ask
    amt, volunteer personal notes, phone fup by staff
  • 3 donors 10,200

9
Sources of Donations3 yr avg, 22.5M total
10
Major Gift Cycle
11
Major Gift Cycle
12
Prospect Identification
  • External sources
  • Donor lists
  • News sources
  • Newsletters
  • Business magazines
  • Databases
  • Internal sources
  • Referrals of volunteers, staff, donors
  • Current lapsed donors

13
One Hour or Less of Research
  • Capacity
  • Affinity interest in the cause
  • Connection relationship to your organization

14
Prospect Review Meeting
  • Determine strategy for each prospect
  • Prioritize
  • Set activity goals
  • Share information

15
Prospect Research
  • Start inside your organization
  • Is there someone you can ask?
  • Donor records
  • Free information sources
  • Google
  • Revenue Canadas Charities Directorate
  • Fee-based information sources
  • Funder databases (Big Online, CCP)
  • Current events (LexisNexis, Factiva)
  • Is a full profile necessary?

16
Major Gift Cycle
17
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18
Volunteer Involvement
  • Volunteer roles
  • Prospect identification, strategy
  • Door opening (letter, call, tour)
  • Working with volunteers
  • Build trust
  • Set specific actions
  • Limit administrative demands
  • Follow through
  • Collect and record information

19
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20
Book the Call
  • Call day in your area
  • Stewardship information
  • Recommended by volunteer/prof/ etc.
  • New program of possible interest
  • Survey on something donor recognition, new
    program ideas, communications
  • You are half-way there!

21
Call Booking Objections
  • Coming to ask for money?
  • No, not this visit
  • Just send me the information
  • Would really appreciate getting your input
  • Im new, looking forward to meeting past
    supporters
  • Would like to hear about your involvement with
    the organization

22
On the Call
  • Chit chat
  • Stewardship
  • Organizational update
  • Ask about objectives
  • Amount, timing, purpose, fit within
    organizational priorities
  • Importance of naming/recognition

23
Building the Relationship
  • Call notes
  • Action plan (ask or continue cultivation)
  • Tour
  • Involve volunteers, staff
  • Guest-friendly agenda
  • Events
  • Cultivation opportunity
  • Personal invitations

24
Major Gift Cycle
25
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26
Preparing the Right Gift Proposal
  • Based on interests
  • Preferably written
  • Describe gift opportunity, importance, how it
    matches interest, amount timing, suggested
    recognition
  • As personal as possible
  • 2-3 choices is effective
  • Supporting materials
  • Presented in person

27
Program Funding Model
Funding Components
Establishing a novel program at Robarts
28
The Ask Who Makes the Call
  • Gift size determines strategy
  • Small/mid staff who know the prospect
  • Large organizations leaders
  • Ideal if 2 people - FR staff PLUS
  • Pres or VP, Board Chair, senior volunteer,
    faculty/ scientist, another FR staff

29
Scripting the Ask
  • Specific ask asking you to consider
  • Sell the gift with excitement
  • Worthy of prospects support participation
  • Matches prospects interests
  • Emphasize benefits

30
Concerns or Objections
  • Listen and restate to confirm
  • Answer or get the answer
  • Modify proposal if needed
  • Stay positive
  • Examples

31
Concerns / Objections
  • Bad timing cant commit right now
  • Not totally committed to this proposal
  • Foundation asset base low
  • Wont be the lead gift
  • Change in organizations leadership
  • Time to support other organizations

32
Wrapping Up the Call
  • Thank
  • Restate gift opportunity
  • Assume positive response
  • State follow up plans
  • Youll call, send answer to question, call/visit
    in a week, send draft gift agreement .

33
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34
Follow Up
  • Possible revision of proposal
  • Engage volunteers
  • Seek opportunities for contact
  • New program developments
  • Media coverage
  • Events

35
Success!
  • Gift agreement
  • Designation
  • Payment plan
  • Recognition
  • Stewardship
  • Celebrate!
  • Gift processing
  • Prompts for stewardship

36
Reasons for Saying No
  • Wrong gift opportunity
  • Wrong timing
  • Ask was too high or too low
  • Specific amount not requested
  • Needs more involvement, information
  • Immediate need not conveyed
  • Just not interested

37
Handling Rejection
  • New action plan
  • Volunteer involvement
  • More cultivation
  • Fresh ask

38
Major Gift Cycle
39
Thank, Recognize, Steward
  • Gift announcement
  • Recognize the donor
  • Raise organization profile
  • Involves development and communications staff
  • News release
  • Event
  • Media tracking
  • Honour gift agreement
  • Donor wall, plaques, titles, reports

40
Continued Cultivation ofMajor Donors
  • Social gatherings
  • Send relevant publicity clippings
  • Special events
  • Ask for advice
  • Ask to volunteer
  • Invite friends for a personal tour
  • Present success stories
  • Invite to a lecture, news conference
  • Invite to be on a panel
  • Call/email regularly with updates

41
Susans Tips
  • Fingertip files cultivation, solicitation,
    stewardship
  • Book call days in your calendar and start calling
    the names on your list
  • Do not let other tasks interfere almost
    anything else is easier!
  • Follow up track status, report to someone

42
Danas Tips
  • Data entry is relationship management
  • At all stages of the major gift cycle
  • Record past, prompt future actions
  • Accuracy, thoroughness, consistency
  • Effective and timely retrieval
  • Be efficient
  • Ask the potential donor what they want
  • Share information
  • Dont rewrite what youve written
  • Consider multiple uses for materials

43
Summary Major gifts.
  • make a big impact
  • encourage others to give big
  • are rewarding to work on
  • introduce you to philanthropic people
  • get attention
  • are exciting and worth your effort!
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