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

Paul Jolly June 9, 2015

United Way of the National Capital Area

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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

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• Grants • Mailings • Online

campaigns • Events

Big gifts

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

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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

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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

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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

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Principle 1: Curiosity

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Principle 2: Activity vs Relationship

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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 $

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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

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Who is a prospect?

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

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Who is not a prospect?

3 iffy ideas and 1 good one

Interest > > > > > >

Bill Gates, Oprah

Winfrey, etc.

Raffles &

gift wrap

Best Prospects

1,000 x

$100 =

$100,000

Ideal prospect list

Interest >

Long shots

Best Prospects

100 x

$1,000 =

$100,000

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

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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

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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)

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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

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A donor visit is a three ring circus

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

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Tours: show off your stuff!

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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

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House Parties

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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

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How most galas raise money

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

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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

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Highlight your mission

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Do not indulge in excess party planning

Big name speaker Fancy venue Entertainment Elaborate decor

4 Acquaintance

Know who is in the house

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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?”

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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

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

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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

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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

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

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Why all board members must give

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

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How much should a board member give?

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

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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

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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

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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

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Create a culture of gratitude

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Your donors are superheroes

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Speed matters. Aim for 2 day turnaround

between gift arrival and acknowlement departure

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6 month thank you

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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

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Start where you are Use what you have

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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

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Contact me!

Paul Jolly

(301) 758 3410

paul@jumpstartgrowth.com

www.JumpStartGrowth.com