NIDOS

MAJOR DONOR WORKSHOP

January 2010

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Introductions

Imogen Assenti

Assenti & Co founded in 2007 Major Donor Fundraiser – charities,

university & community foundation Philanthropic Adviser Fundraising & Marketing Consultant

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Aims of Today

• Where to research potential major donors for international development work, including how to reflect on the potential from among your existing supporter base

• How to develop a major donor fundraising strategy

• How to develop funding scenarios• Plan for and make an ask

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Seven Steps to Major Gift

1. Identify the prospect2. Research and evaluate3. Decide on approach strategy4. Cultivate the prospect5. Ask for the gift6. Negotiate the deal7. Stewardship - look after the donor

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Who/ what is a major donor?

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Who/ what is a major donor?• Wealthy individual/ family (inherited or created)• Charitable Trust/ Foundation• Capable of making gift of 5 figures+• Committed to the mission of the organisation • Tend to give restricted gifts• Long-term donor loyalty • Need regular personal cultivation (peer giving)• Can be motivated by tax considerations & donor

recognition• Want to know who else is giving

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Why Major Donor Fundraising?

• Cost effective – investment high, but high returns •15 years ago, 75% of the Sunday Times Rich List had inherited their wealth and 25% were self-made. Today that ratio is reversed• Giving while living vs legacies• Engaged philanthropy (venture, catalytic)• Investment approach (core costs)• Philanthropy advisers/ organisations (NPC, Philanthropy UK, Coutts etc)

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Major Donor Trends

• 07/08 189 £1million+ Gifts(£1.4 billion total, down 13% on 06/07)

• 51% from Individuals (trusts), 38% from Foundations and 11% from companies

• 42% into Foundations, 22% Higher Education, 17% Arts & Culture, 8% International Aid & Development

• Increase from £81million in 06/07 to £105million in 07/08 to Int. Aid & Dev

* Coutts Million Pound Donors Report 2009

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Major Donors - Identification

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How do we find Major Donors?

Major Donors - Identification

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How do we find potential Major Donors?

• There’s no place like home.....- Trustees, donors, supporters, volunteers

• Relies on good data & communication across the whole organisation• Donor behaviour (increased giving, consecutive gifts, cumulative gifts, other engagement)• Donor characteristics (home address, profession, demographics)• Previous giving – capacity to give – propensity to give – matched interests

Major Donors - Identification

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How do we find potential Major Donors?

• External Sources- Contacts of other Donors, Trustees etc- Media (The Rich List, newspapers, internet)- trustfunding.org- Insider 500

• Specialist research agencies & consultants- Action planning, Factary etc

Major Donors - Research

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How do we qualify Prospects?

Major Donors - Research

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How do we qualify Prospects? • Internet – free info via google etc • Who’s who & Debrett’s• Companies House Direct• Factiva• Plum/ DASH• trustfunding.org• Information from Trustees, volunteers etc• Face to face conversations/ meetings

Major Donors - Research

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PERSONAL BIOGRAPHICAL INFORMATION Photo Name Address DOBSpouse’s name ChildrenHobbies EducationPersonal networks ie Charity Boards, AssocsConnections/ Links (links to other prospects/ donors ie sister of, friend of, colleague of)

BUSINESS INFORMATIONPrimary company name Address & contact infoRole/ position ShareholdingSalary Active Directorships/ Other RolesFormer Directorships/ other Roles PA name & contact details

PHILANTHROPYTotal Annual Giving (estimated + known)Other charities supportedAreas of interest/ prioirities

Developing a Major Donor Strategy

What does your organisation need?- do you need money now or is a capital

campaign in 2 years your goal?

What resources do you have?- financial & non-financial (paid staff,

volunteers, potential donors)

What’s your experience?

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Developing a Major Donor Strategy

• Aims & Objectives• Major Donors & how to reach them• Fundraisers• Marketing & Communications• Other resources (database, research

materials)• Timescales• Budget• Action Plans• Monitoring & Evaluation

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Developing a Major Donor Strategy

Aims & Objectives - CASE FOR SUPPORT • Reasons why a funder should agree to

fund or invest in the project/ service/ item• Transparent costs• Information on what this will offer the

beneficiaries of the project (outcomes)• A strong vision, inspiration and

imagination• Distinction from other charities – USP• ROI

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Developing a Major Donor Strategy

Major Donors & how to reach them

• People give to people• Relationship fundraising – understanding

needs, interests and aspirations• Peer fundraising – donor to donor• Takes time (2yr +) - Ask at the right time• Face-to-face meetings & well prepared

communications

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Developing a Major Donor Strategy

Fundraisers

• Organisation Leadership - senior management & TrusteesFundraising team

• Experts – service delivery• Volunteers• Ambassadors/ champions

Invest time & money in training

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Developing a Major Donor Strategy

Marketing & Communications

• CASE FOR SUPPORT • Tailored approach • Engagement & cultivation events• Consistent messaging• Website• Donor recognition opportunities

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Developing a Major Donor StrategyOther resources• Database – donor profiling & management• Research materials – free vs paid

Timescales• 2yrs + - leadership buy-in

Budget• Speculate to accumulate

Monitoring & Evaluation• Stewardship - ongoing

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Developing a Major Donor Strategy

Challenges & Opportunities?

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Developing a Major Donor Strategy

Challenges & Opportunities?• New income stream• New fundraising skills

• Requires investment & commitment for a long term pay off

• Requires culture change• Potential lack of leadership buy-in• Regional vs national fundraising• Poor communication across organisation

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Developing a Major Donor Strategy

• Don’t fail to plan

• Need a change in culture – leadership & relationship fundraising

• Invest in training

•Invest in systems – database & comms

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Developing an Investment Case

• Charity – who are you, what do you do?• What would you ask as a donor?• A strong vision, inspiration and

imagination• Reasons why a funder should agree to

fund or invest in the project/ service/ item• Transparent costs• Information on what this will offer the

beneficiaries of the project (outcomes)• Distinction from other charities – USP• ROI

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BREAK

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The Prospect Meeting

• Salutation• Introduction & explanation – who are you

and why are you here?

• SOLICITATION – THE ASK

• Addition• Reiteration• Thanks & goodbye

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Solicitation – The ask

• Probe • Match• Confirm• Close

PMCC

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Solicitation – The ask

Probe

• What motivates & interests him?• What does he like/ dislike?• Open questions – who? what? where?

when? how? Why?• Listening mode

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Solicitation – The ask

Match

• Match prospect’s needs to benefits you offer

• How will giving to you fulfil his needs?• Don’t oversell – laundry list of items• Stress the benefits & outcomes – ‘this will

mean..’, ‘if we could...’• Handle objections – don’t ignore them!

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Solicitation – The ask

Confirm

• Get the prospect to confirm he is happy being asked

• Once he has agreed his needs are matched it’s difficult to say no

‘so would you agree with us that...’‘if I could just sum up what you feel about

the programme’• Handle any objections & return to

confirmation31

Solicitation – The ask

Close• If you don’t close, you might as well not be

there• Asking start of negotiating• Agreement to move to next stage‘would you consider a gift of ...’‘we are looking for .....’‘could you help us.....’‘have you considered supporting...’‘would you like to see the project...’

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Solicitation – The ask

• Probe • Match• Confirm• Close

PMCC

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Thank You

www.assentiandco.com

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