Gill Jolly BSc (Hons) FInstF (Dip)

Director

Consultants LtdManagement, Fundraising and

Training

tel/fax: 01449 612660e-mail: gill.jolly@achieve-consultants.co.uk

What is a Major Gift? No consistent sector‐wide definition of what constitutes a Major 

Gift; this differs from one organisation to the next.

Source: Major Gift Fundraising – a snapshot of current practise in the UK non‐profit sector, IOF/Good Values (2013)

Sunday Times Rich List Giving Index

Year Total Donations Percentage of wealth given by donor ranked 30th most generous

2004 £299 million 0.59%

2005 £333 million 0.68%

2006 £453 million 0.89%

2007 £1.2 billion 1.36%

2008 £2.4 billion 3.00%

2009 £2.8 billion 4.5%

2010 £2.5 billion 3.2%

2011 £1.6 billion 3.42%

2012 £1.3 billion 4.01%

2013 £1.7 billion 2.62%

Million Pound Donor Report: how many? how much? 

Year Number of £1m+ donations

Total value of £1m+ donations

Adjusted for inflation

2006/07 193 £1.618 bn £1.901 bn

2007/08 189 £1.405 bn £1.588 bn

2008/09 201 £1,548 bn £1.758 bn

2009/10 174 £1.312 bn £1.424 bn

2010/11 232 £1.241 bn £1.281 bn

2012 197 £1.349 bn £1.349 bn

The Million Pound Donors report 2012, Coutts/University of Kent (2012)

Size of Million Pound Donations

The Million Pound Donors, Breeze, Coutts/University of Kent

Destination of Million Pound donations

The Million Pound Donors report Beth Breeze, Coutts/University of Kent

Models of Major Gift fundraising • General programme: Individual donors with a personalised 

approach • Circle of friends: A small informal Major Giving network • Fundraising board: A volunteer group with shared and 

individual appeal targets • Mid‐level donor club: A network of lower level givers • Major appeal: e.g. capital, revenue, flagship project

Other Major Gift fundraising strategiesThese include: 

• ‘Clubs’ or ‘patron circles’ for people who give at a certain level (e.g. five figures) to foster a sense of ownership amongst donors. 

• An ‘Annual lecture’ model to attract potential new donors and thank current donors. 

• Peer‐to‐peer (e.g. current donors hosting events) to attract potential donors via small dinner parties, cocktail evenings, etc., demonstrating the benefits of supporting an organisation. 

• Cultivation events showcasing the work of the charity to convert prospects into donors. 

Source: Major Gift Fundraising – a snapshot of current practise in the UK non‐profit sector, IOF/Good Values (2013)

How long to set up a programme?

Source: Major Gift Fundraising – a snapshot of current practise in the UK non‐profit sector, IOF/Good Values (2013)

Steps to Donations

1.2.3.4.5.6.7.8.

Steps to Major Donations

1. Identify2. Research3. Plan4. Engage5. Ask6. Close7. Thank8. Steward

How are major donors identified?• Personal networking• Peer and volunteer identification• Close look at donor and volunteer database (current and past)

• External prospect research companies• Targeting relevant industry sectors

Source: NPC’s Money for Good UK – Understanding donor motivations & behaviours 2013

Source: NPC’s Money for Good UK – Understanding donor motivations & behaviours 2013

Source: NPC’s Money for Good UK – Understanding donor motivations & behaviours 2013

But why do they give

Beth Breeze saysA 'good ask' is crucial in persuading donors to contribute to worthy causes.The main reason anyone makes a donation is because they were asked. People give because they want to achieve change, or support a cause they care about. But they're rarely proactive: they're normally reacting toa request that comes through the door, in person or evenin a telethon. Fundraisers have written and shaped allthose requests.

Dr. Beth BreezeDirector, Centre for Philanthropy

School of Social Policy, Sociology and Social Research

US research: why do rich people give?• Because they can: They have made more money at a younger age and they

recognise they are financially secure.

• Because they want to limit the amount of inheritance left for their heirs.

• Because they want to apply their entrepreneurial skills in the social and environmental realm.

Paul Schervish (2008) In Sargeant (ed.) ‘Routledge Companion to Nonprofit Marketing’

“Philanthropy grows out of the donor’s sense of identity… [Philanthropist wish to leave] footprints in

pri the sand of time” Francie Ostrower (1995) ‘Why the Wealthy Give’

Donor motivations

Communitarians: give because it makes sense Devout: give because it is God’s will The Investor: give because it is good business The Socialite: give because it is fun The Altruist: give because it feels right The Repayer: give in return. The Dynasty: doing good is a family tradition

Seven Faces of Philanthropy,

Prince and File research (1991)

1. Because they believe in the cause. 2. Because they want to be a catalyst for change. 3. Because philanthropy helps them achieve self-actualisation.4. Because they feel a duty and responsibility to share their wealth.5. Because they enjoy the relationships that develop with the charity

leadership, with fellow donors and with the beneficiaries.6. Because they believe philanthropy is the right use of surplus money.7. Because they are clear about the complementary roles of

government and philanthropy.8. Because they believe philanthropy is a good parenting tool.9. Because they appreciate the recognition that comes with being

philanthropic.10.Because philanthropy enriches their life.

Source: B. Breeze & T. Lloyd (2013) Richer Lives. London: Directory of Social Change

UK research: why do rich people give? 

The importance of personal tastes and preferences

“It’s really what in one’s own mind one thinks is a deserving cause, and it does range, you know, hugely widely, and totally irrationally. I mean, I would support deserving dogs but I wouldn’t support cats [laughs] because I just happen not to like cats”

“I donate to the RSPB [Royal Society for the Protection of Birds] because bird-watching is one of my great obsessions. It’s my, kind of, my treat to myself, if you like”.

“[I support] Sustrans because we’re interested in cycling… Ramblers [Association] sometimes, because we like walking.”

“I’m a passionate skier, so a personal favourite is a charity that provides snow sports opportunities for people with disabilities”

“Appropriate beneficiaries are people who are hard up… [but] I did put a rather large sum into helping to buy and restore an old Victorian steam engine… I hope maybe when it gets going I might be allowed to stand on the footplate and blow the whistle!”

Extracts from conversations with major donors about ‘why’Source: B. Breeze & T. Lloyd (2013) Richer Lives. London: Directory of Social Change

The role of ‘philanthropic autobiographies’

“I grew up by the sea so I support the RNLI”

“I have a child and the very first thing I started off doing was child sponsorship”,

“My brother died of bowel cancer so I give to cancer research”.

“[I support] butterfly conservation. When I was a boy I collected butterflies so I’m trying to give back, if you like, the damage that I did [because] in those days you were encouraged to kill butterflies and collect them, so that’s an important one”

Source: B. Breeze & T. Lloyd (2013) Richer Lives. London: Directory of Social Change

“Sigmund Freud called biology destiny. In philanthropy, biography is destiny” Reynold Leyy (1999) Give and Take. Harvard Business School Press

The crucial factor of ‘Enjoyment ‘“I like to have something worthwhile to get up for each morning… I find that the larger and more strategic the gift, the more pleasure I get out of it”.

Stephanie Shirley, 2010 report

“[my donation of $150m to Oxford University] has really been the most exciting and fascinating opportunity and it has changed my life for the better”

James Martin, 2010 report

“The huge pleasure and satisfaction that is to be gained from spending one’s time in giving in your later years far outweighs any pleasures that you can possibly gain on the golf course, on the beach or on the back of the yacht in the Mediterranean sipping martinis.”

Mike Oglesby, 2010 report

“For me, it is not just a case of giving away money, it’s about meeting the researchers we fund. Meeting people like neuroscientists is more interesting than anything I will ever do in any other part of my life”

Richard Ross, 2011 report

“I can’t get over it; I’m still shaking when I talk about it. It’s just incredible… I feel a bit guilty about getting so much pleasure out of giving”

Terry Bramall, 2012 report

“When I get thanked and hugged, I always say: “I’m actually getting as much benefit and happiness out of it as you are!”

Barrie Wells, 2012 report

Finding from The Million Pound Donors Report 2010-2012

UK Giving Pledgers

“‘Stuff’ really is not what brings happiness. Family, friends, good health and the satisfaction that comes from making a positive difference are what really matters.”

Richard Branson

“We do not believe that spending any more money on ourselves or our family would add anything to our happiness”

David Sainsbury

“Philanthropy gives me far more pleasure and satisfaction than making money. In fact, making money is now largely driven by the knowledge that I will be able to leave even more wealth behind for charitable causes when I go… My message to those who have not yet found philanthropy is that they may well find that it becomes a drug that gives far more pleasure than the creation of wealth.”

John Caudwell (Phones4U)

Major donors want their philanthropy to be:

1. Transformative – to achieve something tangible that wouldn’t otherwise have happened

2. Personally engaging – with both the causes and the organisations they support

3. Integrated into their personal and family lives

4. Enjoyable – they want their lives to be enriched as a result of giving. 5. Reflect personal background, taste and preferences /

philanthropic autobiographies

Source: B. Breeze & T. Lloyd (2013) Richer Lives. London: Directory of Social Change

Money for Good UK Donor Segmentation

http://www.youtube.com/watch?v=4r‐nOqenaD4&feature=player_embedded

Eliza Tomlinson, Philanthropy Manager at Samaritans, reflects on the potential for using Money for Good UK insights when communicating with major donors, using 

the segmentation to frame conversations to meet donors’ interests.

• With major donor fundraising, the segmentation should be relatively easy to use. Most communications are personalised in a major donor programme and each person will likely have a specific longer term plan prepared for them. Using the research as a guide you may be able to identify groups of donors who like to be communicated with in a specific way—for example an Engaged Champion might be well placed to join a fundraising board.

NPC Fundraising Perspectives: Donor Segmentation & Money for Good UK (June2014)NPC Fundraising Perspectives: Donor Segmentation & Money for Good UK (June2014)NPC Fundraising Perspectives: Donor Segmentation & Money for Good UK (June2014)

“The most important success factor I've found is the ability of an organisation's volunteer leaders, senior staff and Major Donor fundraisers to build genuine rapport with prospects. Building a relationship and understanding the donor's motivations, interests and what they want to achieve from their philanthropy ‐ and being able to assess how the charity can respond to them ‐ is essential for any Major Donor programme.” 

Catherine Miles, Fundraising Director at Anthony Nolan commenting on the NPC research

INFLUENCING GIVING 

Donors respond to personalised communications from charities that they already have a relationship with, and to asks or prompts from family, friends or colleagues. Personal ties are particularly important for high‐income donors: 37% had donated after receiving information through a family member, friend or colleague.

Source: Major Gift Fundraising – a snapshot of current practise in the UK non‐profit sector, IOF/Good Values 

Final word from the no. 1 on the 2013 Giving List

“I have found that with money, the two happiest times are:

first, when you are making it and second, when you are giving it away.”

David Kirch

Gill Jolly BSc (Hons) FInstF (dip)

Consultants Ltd tel/fax: 01449 612660

e‐mail: gill.jolly@achieve‐consultants.co.uk

Thank You

Some sources of informationNewspapers and regular publications • FT• Economist• Spears wealth management magazine: http://www.spearswms.com/• Local papers

Websites/newsletters/articles• New Philanthropy Capital: http://www.thinknpc.org/• Philanthropy Impact: http://www.philanthropy‐impact.org/

Merger of EAPG, PUK and Phil Adviser Forum, in particular:http://www.philanthropy‐impact.org/expert‐opinion/philanthropic‐

fundraising‐what‐can‐we‐learn‐wealthy‐donors• Institute for Philanthropy: http://www.instituteforphilanthropy.org/and• All your competitors 

More sources of informationResearch• Million Pound Donor reports: 

http://www.kent.ac.uk/sspssr/cphsj/research/couttsmilliondonor.html• Factary research http://factary.com/• AQ research ‐ http://www.factualwealthonline.co.uk/• Not forgetting…The Sunday Times Rich List

Government funded reports• http://www.culture.gov.uk/images/publications/philanthropy_in_the_regions.pdf• http://www.hefce.ac.uk/pubs/rereports/year/2012/philanthropyreview/

On venture philanthropy and social investment• http://evpa.eu.com• http://www.cityoflondon.gov.uk/business/supporting‐local‐communities/Documents/a‐brief‐

handbook‐on‐social‐investment.pdf

Books• Richer Lives www.richerlives.org• Why Rich People Give• Cultural Giving