Creating Tipping PointsCreating Tipping Points

Major and Planned Gift Program:Major and Planned Gift Program:Best PracticesBest Practices

AACP Development SIG 12/03/07AACP Development SIG 12/03/07

Ellen Firkins, Director of DevelopmentEllen Firkins, Director of DevelopmentVirginia Commonwealth University School of PharmacyVirginia Commonwealth University School of Pharmacy

Relationship ManagementRelationship Management

• CommunicationCommunication– Repetitive on giving opportunitiesRepetitive on giving opportunities– Original on programmatic elementsOriginal on programmatic elements

• EventsEvents– Passive Opportunity to get a closer lookPassive Opportunity to get a closer look

• Engagement Engagement – Volunteer OpportunityVolunteer Opportunity

• VisitsVisits– Listening OpportunityListening Opportunity

Relationship ManagementRelationship Management

• The face to face meeting is foundationalThe face to face meeting is foundational• Meeting with prospective donors, current Meeting with prospective donors, current

donors and past donors provides the donors and past donors provides the momentummomentum for any major gift and planned for any major gift and planned giving program giving program

• Face to face meetings provide listening Face to face meetings provide listening opportunities for the prospect/donoropportunities for the prospect/donor

• Visits with alumni and donors energize and Visits with alumni and donors energize and focus development officersfocus development officers

• Visits are used to chart the moves processVisits are used to chart the moves process

Purpose of a CallPurpose of a Call

Exploratory / Cultivate

Quad I

ASK

Good Will

Steward/

Cultivate

URGENT

Imp

ort

ant

Ask

Creating Tipping PointsCreating Tipping Points

• The Tipping Point: How Little Things The Tipping Point: How Little Things can Make a Big Difference can Make a Big Difference

Malcolm Gladwell, 2000 Malcolm Gladwell, 2000 • Explores social epidemics and how Explores social epidemics and how

they reach critical mass and importance they reach critical mass and importance

of the “natural pollinators” of new ideas of the “natural pollinators” of new ideas

and trendsand trends

Creating Tipping PointsCreating Tipping Points

• What if a major gift was viewed as a What if a major gift was viewed as a Tipping Point?Tipping Point?

– ““The transformational shift in the The transformational shift in the constituent to institution relationship”constituent to institution relationship”

– All major/ planned gift calls viewed as All major/ planned gift calls viewed as building toward the tipping point building toward the tipping point

– Increasing the urgency and importance Increasing the urgency and importance for that individual to make a major giftfor that individual to make a major gift

Creating Tipping PointsCreating Tipping Points

• Understand the Law of the FewUnderstand the Law of the Few

• ““the success of any social epidemic the success of any social epidemic (major and planned gift program)(major and planned gift program) is is heavily dependent on the heavily dependent on the involvement of people with a involvement of people with a particular and rare set of social particular and rare set of social gifts” gifts”

Who are these People?Who are these People?

• The ConnectorsThe Connectors

• The MavensThe Mavens

• The SalespeopleThe Salespeople

The ConnectorsThe Connectors

• The Social GlueThe Social Glue• ““6 Degrees of Separation”6 Degrees of Separation”

– ““Not everyone is linked to everyone else in 6 Not everyone is linked to everyone else in 6 steps…a very small number of people are steps…a very small number of people are linked to everyone else in a few steps”linked to everyone else in a few steps”

– They see value and pleasure in cultivating They see value and pleasure in cultivating acquaintancesacquaintances

– It is not just that they know so many people – It is not just that they know so many people – but so many people know thembut so many people know them

– Examples: Warren Weaver, Preston HaleExamples: Warren Weaver, Preston Hale

The MavensThe Mavens

• The ones who accumulate knowledgeThe ones who accumulate knowledge

• They know things the rest of us don’t They know things the rest of us don’t and have the social skills and desire and have the social skills and desire to spread the informationto spread the information

• Examples: Faculty, Harvey Morgan, Examples: Faculty, Harvey Morgan, Dan HerbertDan Herbert

The SalesmanThe Salesman

• The Persuaders: Pull the bandwagonThe Persuaders: Pull the bandwagon

• Effortlessly persuade with natural charismaEffortlessly persuade with natural charisma

• Have synchrony: Have synchrony: a fundamental physiological a fundamental physiological ability to draw others into their own rhythms ability to draw others into their own rhythms and dictate the terms of interactionand dictate the terms of interaction

• Possess emotional intelligence (Daniel Possess emotional intelligence (Daniel Goleman)Goleman)

• Examples: John Hasty, Becky Snead, Victor Examples: John Hasty, Becky Snead, Victor YanchickYanchick

Applied to Major and Planned Applied to Major and Planned Gift ProgramsGift Programs

• The Law of FewThe Law of Few– Assessing a potential donor’s needsAssessing a potential donor’s needs

– What does the donor need?What does the donor need? An expert opinion (Maven)An expert opinion (Maven) Knowledge of others already on board Knowledge of others already on board

(Connector)(Connector) A persuasive pitch (Salesman)A persuasive pitch (Salesman)

– Effectively engaging volunteersEffectively engaging volunteers– Connectors: effective prospectorsConnectors: effective prospectors– Mavens: effective testimonialsMavens: effective testimonials– Salesman: effective askersSalesman: effective askers

Applied to Major and Planned Applied to Major and Planned Giving ProgramsGiving Programs

• Each visit should bring the prospective Each visit should bring the prospective donor closer to a tipping pointdonor closer to a tipping point

• Increasing the importance and urgency Increasing the importance and urgency of making a gift until a momentum has of making a gift until a momentum has developeddeveloped

• Examples:Examples:– Elaine Lorenzo, Nelson Showalter, Barbara Elaine Lorenzo, Nelson Showalter, Barbara

Plunkett, Don AbrahamPlunkett, Don Abraham

Applications for DODApplications for DOD

• Develop Traits of all three of the Develop Traits of all three of the “Select Few” types“Select Few” types– Develop expertise in your fieldDevelop expertise in your field

•Both for philanthropy and pharmacy Both for philanthropy and pharmacy education/pharmaceutical scienceeducation/pharmaceutical science

– Know and be known by your Know and be known by your constituencyconstituency

– Polish your asking skillsPolish your asking skills

Applications for DODApplications for DOD

• Understand your weaknesses and Understand your weaknesses and strengthsstrengths

• Select volunteers based on prospect needsSelect volunteers based on prospect needs

• Abide by Abide by The Four AgreementsThe Four Agreements, Don , Don Miguel Ruiz, 1997Miguel Ruiz, 1997– Be Impeccable with your WordBe Impeccable with your Word– Don’t Take Anything PersonallyDon’t Take Anything Personally– Don’t Make AssumptionsDon’t Make Assumptions– Always Do Your BestAlways Do Your Best