N ATIONAL M ULTIPLE S CLEROSIS S OCIETY. N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Finding and Keeping...

NATIONALMULTIPLE SCLEROSISSOCIETY


Finding and Keeping Corporate Sponsors

and Major Gift Donors

MSIFBerlin

September 2003


Common Strategies

Finding sponsors & donors

•Determine who you already know

•Identify new board and staff contacts periodically

•Analyze existing data for key information

– Large gifts, corporate links, longevity of giving and special or unusual gifts

Keeping sponsors & donors

•Stay donor-centered

•Use personal cultivation

•Treat as your highest-level relationships

•Determine benefits and “deliverables” that are meaningful to sponsor or donor


Principles of Effective Sponsorshipand Major Gift Fund Raising

• Strategy:

defined in advance

incorporated into organizational planning

• Personalized relationships essential

• Donor-centered activity

• Accountability



• Strategy:

defined in advance

incorporated into organizational planning

• Personalized relationships essential Personalized relationships essential

• Donor-centered activityDonor-centered activity

• AccountabilityAccountability


Organizational Strategy

Develop a written organizational plan

• Develop a vision for the program

• Take an “asset analysis” – human, material…

• Create a timeline

• Assign volunteer and staff resources

• Define outcomes and objectives by name and face


Asset Analysis Components

• Who does Society know?

• Tier list by readiness

– Strength of personal contact

– Current level of involvement

– Past history with organization

– Sponsor or donor receptivity

• Align resources by priority



• Strategy:Strategy:

defined in advance defined in advance

incorporated into organizational planning incorporated into organizational planning

• Personalized relationships essential




Tiered Cultivation

Top Tier

Corporate caseload 10-15

Major gift caseload 20-30

Receives frequent personal contact

80% in-person/phone

20% mail/email

Second Tier

Corporate caseload 30-50

Major gift caseload 30-50

Receives some personal and some automated contact

30% in-person/phone

70% mail/email

Third Tier

Remaining prospects

Receives almost all automated contact (however, contact is personalized)

90-95% mail/email

5-10% in-person/ phone







• Donor-centered activity



Relationship Building Components

• Personal contact is essential to relationship building

• Conversations are donor-centered

• Move at sponsor or donor pace – but MOVE

• Plan and execute “ask”








• Accountability


Accountability

• Progress reports are:

– Regular

– Timely

– Individualized

– Meaningful and professional

…


Accountability

Report to sponsors by public visibility

• Exposure at events and programs

• Public relations and marketing

• Image association

• Interactions with target audiences

Report to donors by mission-related results

• Research

• Community services

• Professional education

• People served -- Quantity

-- Quality


K ey s to S u ccess

O rg an iz a tio n a lS tra teg y

R ela tio n sh ipB u ild in g

D o n o r-cen tere dP ro g ram

A cco u n tab ility

F o u r K ey s

Finding and Keeping Corporate Sponsors or Major Gift Donors

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY. N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Finding and Keeping...

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