Where to Find Potential Donors to Support Your Cause · 2020. 10. 27. · 7 places to find...
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@fundraiserchad
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STAND BY,
HERE WE GO…
@fundraiserchad
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@fundraiserchad
Where to Find Potential Donors to Support Your Cause
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Credit: Campbell & Company
the donor pyramid
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Credit: GoalBusters Consulting (Alice Ferris, CFRE, ACFRE)
the asking cycle
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Who is this guy?
And why does he think he knows what he’s
talking about?
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career fundraiser
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#productivitynerd
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Raising funds for causes you care about shouldn’t mean working 60+ hours per week, forever.
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Where to Find Potential Donors to Support Your Cause
@fundraiserchad
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@fundraiserchad
AGENDA:
1. Introductions 2. Who Are We Looking For? 3. Seven Places to Find Them 4. Where Not to Look 5. The Next 50 Plan: A Plan for Identifying & Prioritizing Your Next 50 Prospects 6. Q&A
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@fundraiserchad
SLIDES + RESOURCES
productivefundraising.com/resources
RECORDING
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Who Are We Looking For?
@fundraiserchad
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FLUFFY
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DON’T CHASE FUNDRAISING
UNICORNS
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So who should you chase?
Err, with whom
should you seek to build a relationship?
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Image Credit: imarketsmart.com
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characteristics of high net worth individuals
• $1M+ assets & $200k annual income (earned or investment)
• 1.4% of US population
• Make 72% of all gifts to charity from individuals
• 50% are also volunteers (and those that do volunteer give 56% more than those who don't)
• Less than 50% have a strategy or budget for their philanthropy
• Most frequent reason for stopping support = too frequent solicitations (without communication of impact)
• Preferred form of introduction to a charity = small, exclusive event in the home of someone they trust
Source: Insights on Wealth & Worth, US Trust, 2016
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Seven Places to Find Them
@fundraiserchad
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location #1 from your database
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Top Factors for Identifying a Good Major Gift Prospect
• Donor-Nonprofit Connections – Past donations (RFM)
• Recency of giving • Frequency of giving • Monetary amount
– Volunteerism • Multiple capacities • Leadership levels
– Former service recipients • Alumni • Grateful patients
• Research – High net worth (wealth
screening) – Support of related
charities • $100,000 = 32x • $5,000 = 5x
– Political giving • $2,500 = 14x • $500 = 5x
– Property ownership • $2M+ = 17x • $1M+ = 4x • $750k+ = 2x
Credit: DonorSearch
record everything & become a query master
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CAPACITY SCREENING
productivefundraising.com/resources
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work affiliations • Business Owners
• Senior Level Employees
• Employers of Board Members
productivefundraising.com/resources
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location #2 from your bookkeeper
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vendor list
Review a list of payables - Sorted largest to smallest
- From the last 12 months
- Who isn’t currently a donor?
- Who should be a bigger donor?
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location #3 from current donors
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Donor Profile • Attribute 1 • Attribute 2 • Attribute 3
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prospect brainstorming
• Who were the last 5 people you’ve gone out to dinner with?
• Who do you send holiday cards to?
• Who do you exercise with?
• Where do you go to have ___ done?
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productivefundraising.com/resources
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location #4 from grant research
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3 options … 3 price points
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productivefundraising.com/resources
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location #5 from other nonprofits
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Who seems to support every other nonprofit in
town, but doesn’t support you (yet)?
[especially within your focus area]
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alright stop, COLLABORATE, and
listen …
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location #6 from customers
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sell something
• Something fun / different / edgy (but still mission focused)
• Designed to attract customers that care about what you care about
• Goal is NOT to make $$$ (just cover your costs & make it an easy “YES!”)
• Goal = put your organization on their radar & capture contact info
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location #7 from special events
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What should be the primary purpose of
a fundraising event?
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And what type of donor?
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Image Credit: imarketsmart.com
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The primary purpose of fundraising events should be to find new
individual donors.
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Hi, my name is Jane.
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relentless contact info capture (pre-event)
• Online forms with required fields (name, address & email)
• Ticket purchase form
• Table / foursome registration form
• Email follow up forms (jotform.com)
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relentless contact info capture (at the event)
• Auction bidder pre-registration
• Sign in sheet
• “We mail a formal receipt for tax purposes & send auction item redemption instructions via email.”
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7 places to find prospective donors
1. Database (current donors) 2. Vendor lists 3. Donor referrals 4. Grant research 5. Supporters of other nonprofits 6. Customer lists 7. Event attendees
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Where Not to Look
@fundraiserchad
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where not to look
• Acquisition Lists
• Social Media Ads
• Facebook Fundraisers
• Billboards / Print Advertising
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@fundraiserchad
Thanks to our sponsor …
productivefundraising.com/resources
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The Next 50 Plan A Plan for Identifying &
Prioritizing Your Next 50 Prospects
@fundraiserchad
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The Next 50 Plan
1. Brainstorm / Find
2. Identify Connections
3. Prioritize / Rate
4. Set Goals / Act
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7 places to find prospective donors
1. Database (current donors) 2. Vendor lists 3. Donor referrals 4. Grant research 5. Supporters of other nonprofits 6. Customer lists 7. Event attendees
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7 places x 7 ideas from each 49 prospective donors
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“Who do we/you know that knows someone at
______________?”
• Board
• Full Staff
• Volunteers
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ASSIGN SIMPLE RATINGS
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L = linkage (1 to 5)
A = ability (1 to 5)
I = interest (1 to 5)
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monthly / weekly goals
contact log what gets measured gets managed
time blocked to make it
happen
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SOURCE NAME
KNOWN
CONNECTIONS
LINKAGE
(1-5)
ABILITY
(1-5)
INTEREST
(1-5)
LAI
RATING
CONTACT
DATE NOTES
1 Database 0
2 Database 0
3 Database 0
4 Database 0
5 Database 0
6 Database 0
7 Database 0
8 Vendor 0
9 Vendor 0
10 Vendor 0
11 Vendor 0
12 Vendor 0
13 Vendor 0
14 Vendor 0
15 Referral 0
16 Referral 0
17 Referral 0
18 Referral 0
19 Referral 0
20 Referral 0
21 Referral 0
22 Grant Research 0
23 Grant Research 0
24 Grant Research 0
25 Grant Research 0
26 Grant Research 0
27 Grant Research 0
28 Grant Research 0
29 Nonprofit Supporter 0
30 Nonprofit Supporter 0
31 Nonprofit Supporter 0
32 Nonprofit Supporter 0
33 Nonprofit Supporter 0
34 Nonprofit Supporter 0
35 Nonprofit Supporter 0
36 Past Customer 0
37 Past Customer 0
38 Past Customer 0
39 Past Customer 0
40 Past Customer 0
41 Past Customer 0
42 Past Customer 0
43 Event Attendee 0
44 Event Attendee 0
45 Event Attendee 0
46 Event Attendee 0
47 Event Attendee 0
48 Event Attendee 0
49 Event Attendee 0
50 (your choice) 0
The Next 50 Plan Template
productivefundraising.com/resources
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fundraising coaching board training
productivity coaching online fundraising certificate
capital campaign support keynotes & workshops
(in person & virtual)
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further learning
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11/23 @ 1pm (eastern)
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@fundraiserchad
One last shout out to…
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@fundraiserchad
questions
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@fundraiserchad
questions
productivefundraising.com/resources