Walking Over Dollars to Pick Up Dimes

Developing a strong major gifts program

Charleston, SCMay 31, 2012

Southeast Regional Conference

Agenda

1. Maximize Lifetime Donor Value

2. Your top 20%

3. Importance of Cultivation and Engagement:

NOT THE ASK

4. Q&A

April 22, 20232

April 22, 20233

Lifetime Donor Value

Total resources made possible for the community due to the

cumulative contributions of time, talent, and treasure by one

individual or couple

=Help Donors

Maximize Lifetime Donor Value

United Way’s Opportunity

Annual Gift is $400 for 31 years =

$12,400

Ultimate Gift =

$44,000

$111,400

Lifetime Donor Value =

25 years of endowment revenue =

$55,000

Lifetime Donor Value: Loyal Contributor

Annual Gifts =

Ultimate Gift + Revenue=

$12,400

$99,000$111,40

0Lifetime Donor Value =

13%

87%

Lifetime Donor Value: Loyal Contributor

Ultimate Gift =

$250,000

$600,600

Lifetime Donor Value =

Annual Gift is $700 for 8 years =

$5,600

Annual Gift is $5,000 for 7 years =

$35,000

Annual Gift is $10,000 for 6 years =

$60,000

25 years of endowment revenue =

$250,000

Lifetime Donor Value: Tocqueville Couple

Annual Gifts = $100,600

$500,000$600,60

0Lifetime Donor Value =

17%

83% Ultimate Gift + Revenue=

Lifetime Donor Value: Tocqueville Couple

Major Donor Relations =

developing relationships to link people with what they

care about

$1.2 Billion

$1.5 Billion

5 ye

ars

Your Largest Gift…..

80 / 20 Rule

UltimateGifts

Major Gifts

Annual Gifts

80% of Accounts

20% of Accounts 80% of Money

20% of Money

95/5 Rule

All donors are important…..

All donors are NOT equal!

Maximizing Lifetime Donor Value

Recruiting

Retaining

Growing

David EllisonPlanned Giving Volunteer

United Way of Greenville CountyGreenville, SC

“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”

“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.

David EllisonPlanned Giving Volunteer

United Way of Greenville CountyGreenville, SC

“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”

“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.

David EllisonPlanned Giving Volunteer

United Way of Greenville CountyGreenville, SC

“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”

“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.

David EllisonPlanned Giving Volunteer

United Way of Greenville CountyGreenville, SC

“Because it is more efficient to retain business than it is to acquire new business…as any business could tell us…we think that calling on our Tocqueville donors is the logical step to increasing our endowment.”

“It will not only accomplish diversification of United Way’s resources but it also the most efficient use of our volunteer time.”

Leadership Donors

Tocqueville Donors

Tocqueville Legacy Circle

Million Dollar Roundtable

Million Dollar Legacy Circle

Retaining & Growing

Prioritizing Your Best Friends

• Relating (Romance) Do They Trust Me/United Way?

• Discovery (Research) Do They See A Need for the Gift?

• Advocating (Request) Does the Gift Meet Their Need?

• Supporting (Recognition) Will They Be Satisfied?

4 R’s of Consultative Selling

Leadership$1,000 - $9,999

Major Annual Donor$10,000+

Planned GiftPerpetuate Annual Gift: Tocqueville Legacy Circle, Millions Dollar Legacy Circle

Consultative Selling Matrix (Research) (Romance) (Request)

(Recogniton)Discovery Relate Advocate Support

(Research) (Romance) (Request) (Recogniton) Discovery Relating Advocate Support

• Donor A X• Donor B X• Donor C X• Donor D X

Stage in Relationship

1. What is Your Purpose?2. What Process Will You Use?3. What is the Outcome?4. What are the Anticipated Objections?

Prepare for Call (based upon stage)

Focus on Relationships

Key Takeaways• All donors are not equal• Focus on top 20%• Cultivate and engage outside

of the ask• Cheaper to grow gifts than

recruit new donors• Planned Gifts

Questions?