Starting a Major Gifts Program: Mining the Buried Treasure...

49
Starting a Major Gifts Program: Mining the Buried Treasure in Your Backyard Paul Jolly June 9, 2015 United Way of the National Capital Area

Transcript of Starting a Major Gifts Program: Mining the Buried Treasure...

Page 1: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Starting a Major Gifts Program: Mining the Buried Treasure in Your Backyard

Paul Jolly June 9, 2015

United Way of the National Capital Area

Page 2: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 2

You have donors or volunteers You have a few hours a week for donor relationships You have a few board members willing to learn & participate Your finances are stable & not desperate You have some accomplishments to brag about You have aspirations for an impactful future

My assumptions

Page 3: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 3

• Grants • Mailings • Online

campaigns • Events

Big gifts

Page 4: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 4

Page 5: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 5

R e l a t i o n s h i p s

Page 6: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 6

10 years: one-person development offices of Quaker organizations 5 years: major gift officer in a $20M advocacy organization 4 years: one-person development office for state affiliate of a national advocacy organization

Various train wrecks and fiascos between successes

My background

Page 7: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 7

1. Principles of major gifts fundraising2. Who is (and who isn’t) a prospect 3. Strengthening relationships

a. Face to face visits b. Tours c. House parties

4. Detour: galas 5. Asking 6. Detour: boards 7. The power of thank you 8. Five things to do in the next month

Session Agenda

Page 8: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 8

Make a comprehensive list of top prospects Figure out next steps for each person on list Make a calendar of cultivation events Schedule 1-on-1 meetings with at least 4 board members

In the next month

Page 9: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 9

Principle 1: Curiosity

Page 10: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 10

Principle 2: Activity vs Relationship

Page 11: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 11

Principle 3:

The Prospect Cultivation Cycle

2. Research rcch

1. Name on a List

3. First Meeting First Meetinrst Meetin

6. Thanks kkks

4. Acquaintance

5. Ask $

Page 12: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 12

Principle 4: The Gift Pyramid

Direct mail program Online solicitations Social media Advertising/promotion Events

GIVING CIRCLES ($1,000, 2,500, 5,000, 10,000) Personalized invitations to exclusive and open events Board or staff member responsible for stewardship Handwritten notes on appeals and newsletters

INDIVIDUAL CONTACT Face-to-face visit Solicitation by individual proposal Review all bulk mail before sending

TOP 25 – 100

DONORS AND PROSPECTS

MID-LEVEL DONORS

Page 13: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 13

Who is a prospect?

Affluence to make a $____ gift Belief in your cause Connection to your organization

Page 14: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 14

Who is not a prospect?

Page 15: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

3 iffy ideas and 1 good one

Interest > > > > > >

Bill Gates, Oprah

Winfrey, etc.

Raffles &

gift wrap

Best Prospects

1,000 x

$100 =

$100,000

Page 16: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Ideal prospect list

Interest >

Long shots

Best Prospects

100 x

$1,000 =

$100,000

Page 17: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 17

Current donors Former donors Donors to similar organizations Friends of board members Friends of donors Friends of founder Friends of executive director & other staff

Page 18: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 18

How to ask successfully for prospect names

• One-on-one conversation • Explain: no kissing on the first date • Explain: prospect cultivation plan • Be specific about characteristics of a prospect • Be specific about threshold for major gifts • Share list – empty page >>> empty brain! • Don’t take names instead of money

Page 19: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 19

Google (name + philanthropy, name + city) Linked in Facebook Annual reports and event programs of similar organizations Foundation Center resources Federal election commission

records State real estate records

The Five Minute Prospect Researcher (use a timer)

Page 20: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 20

Look for intro from mutual friend Separate request for visit from scheduling of visit Make clear when asking for visit whether or not you

will solicit gift Give donor a good reason for wanting their time.

– “I want to ask your advice” is the best. – “I want to thank you for your support” almost always fails.

At event: “Thanks for coming. Great things are happening at this organization. Can we get together in the next couple weeks and talk about it?” On thank you call: “Thanks for your gift. If you have a few minutes I would love to hear what motivates your support” … and follow trail of interest

How to get an appointment

Page 21: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 21

A donor visit is a three ring circus

1. Tell donor about organization 2. Learn about donor 3. Plan next step in donor engagement

Page 22: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 22

Tours: show off your stuff!

Page 23: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 23

How to make tours work

“Tours are boring!” What can you show people that will make them want to learn more? The goosebump factor – The Civil Rights Museum in Greensboro NC Who are the best spokespeople? Replicate the life-changing experience of your clients

Page 24: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 24

House Parties

Page 25: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 25

How to make a house party work

Mix of donors and friends of the host Minimal presentation The most common problem is no one “owns” the invitation list Highest goal: host’s satisfaction Aim is not to raise money but to make friends Make sure everyone agrees about how to measure successFollow up is key

Page 26: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 26

How most galas raise money

Sell tickets ($25-100 net per person) Find sponsors (corporate, not personal, gifts) Boy Scout wilderness method

Page 27: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 27

How donor-centered fundraiser use events to raise money

Introduce new prospects without asking for a gift Urge board members to consider who they can invite without asking for a gift Engage current donors more deeply

in your mission Thank your donors

Page 28: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 28

Highlight your mission

Page 29: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 29

Do not indulge in excess party planning

Big name speaker Fancy venue Entertainment Elaborate decor

Page 30: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

4 Acquaintance

Know who is in the house

30

Page 31: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Schmooze with a plan

Basic script: “Thanks for coming. Great things are happening at this organization. Can I call you next week to share some of our plans?”

31

Page 32: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 32

Giving Circles

Direct mail program Online solicitations Social media Advertising/promotion Events

GIVING CIRCLES ($1,000, 2,500, 5,000, 10,000) Personalized invitations to exclusive and open events Board or staff member responsible for stewardship Handwritten notes on appeals and newsletters

INDIVIDUAL CONTACT Face-to-face visit Solicitation by individual proposal Review all bulk mail before sending

TOP 25 – 100

DONORS AND PROSPECTS

MID-LEVEL DONORS

IRCnaliz

oard or stHandwritte

w all bulk maiReview

GIVING CIRPersonalizBoardHand

ie

Page 33: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Giving Circles

Easy for solicitor – “Please join me as a Friend of X with a $1,000 gift” vs – “Please give $1,000”

Easy for donor – Quick answer to one of a thousand questions – “If I gave you $500 and I give another $500, does that make me a

Friend?” Easy for development staff

– Unrestricted – Encourage your board to set an ambitious goal – Track and report on progress – Launchpad for larger gifts

33

Page 34: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 34

Major Gifts

Direct mail program Online solicitations Social media Advertising/promotion Events

GIVING CIRCLES ($1,000, 2,500, 5,000, 10,000) Personalized invitations to exclusive and open events Board or staff member responsible for stewardship Handwritten notes on appeals and newsletters

INDIVIDUAL CONTACT Face-to-face visit Solicitation by individual proposal Review all bulk mail before sending

TOP 25 – 100

DONORS AND PROSPECTS

MID-LEVEL DONORS

UDIVIDUFace- oto

aSolicitaDDD

INDIVI

S

Page 35: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 35

The 4 rights – The right amount – The right project – The right solicitor – The right time

QUICKER Signal from the donor (“How can I help?)

SLOWER Need to get unstuck

The right time to ask

Page 36: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 36

It’s a fundraiser’s job to figure out what “No” means.

Page 37: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 37

Why all board members must give

• If you get support from foundations • If you get support from individuals

Page 38: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 38

How much should a board member give?

“Give till it feels good.” Make a significant gift Consider this organization a top priority

Page 39: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 39

Replace your “give-or-get” policy with “give and maybe get”

• Everyone makes a personal gift of money • People who can give the most can also get the most! • Don’t focus on the laggards! • Change happens incrementally

Page 40: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 40

Giving is required. These things are optional:

• Introducing friends to the organization • Hosting a house party • Organizing a tour • Helping to plan an event • Bringing a team of volunteers • Arranging speaking opportunities at church, club, or

business

Page 41: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 41

What “I don’t know any rich people” means (5 possibilities)

• Everyone I know is destitute • I don’t think of my friends in terms of their money • I am not giving sufficiently myself • All I know about raising money is selling tickets for

events • I don’t know Oprah

Page 42: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 42

Create a culture of gratitude

Page 43: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 43

Your donors are superheroes

Page 44: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 44

Speed matters. Aim for 2 day turnaround

between gift arrival and acknowlement departure

Page 45: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 45

6 month thank you

Page 46: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 46

1. You (not a contributor, a partner) 2. Us (not an organization, a tribe or movement)

Two most important words in your thank you letters

Page 47: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 47

Start where you are Use what you have

Page 48: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 48

Make a comprehensive list of top prospects Figure out next steps for each person on list Make a calendar of cultivation events Schedule 1-on-1 meetings with at least 4 board members

In the next month

Page 49: Starting a Major Gifts Program: Mining the Buried Treasure ...b.3cdn.net/uwnca/8a0523f219aaf4b9ff_nim6v4qgt.pdf · Starting a Major Gifts Program: Mining the Buried Treasure in Your

Jump Start Growth, Inc. Proprietary 49

Contact me!

Paul Jolly

(301) 758 3410

[email protected]

www.JumpStartGrowth.com