Fundraising for Impact

Transcription

1 Fundraising for Impact MAJOR GIFTS AND PLANNED GIVING TO MAXIMIZE RETURN ON INVESTMENT VARDEN E. HADFIELD, CFRE

2 Session Overview Audience listening and fundraising feelings Major Gifts Process Campaign structure and gifting tables Finding and getting appointments Two visit concept and stewardship Planned Giving Basics Types of gifts: bequests, trusts, insurance Finding and connecting with planned giving donors Q&A

3 Who are you and how do you feel about fundraising?

4 Major Gifts from Individuals: High Return on Investment

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7 Contribution Sources Revised Foundations: 44% are family Bequests: 100% from individuals Individuals, Family Foundations, Bequests $ % Corporations $ 19 5% Non-Family Foundations $ 33 9%

8 Focus on Cause vs. Focus on Technique Major gifts Mission and case for support Listen and adjust to donor s interest Amount based on giving priorities Relationship long-term, based on connection to mission Smaller gifts Trinkets and benefits Sell benefits, products, tickets Amount based on opportunity levels Relationship short-term, based on events or benefits

9 Major Gifts are a High Return on Investment Low Cost 87% of all giving Simple, often quick decision-making Flexible and adjustable Larger, high-impact gifts Fun!

10 Major Gifts Can be Fun! Donor Story: Academy of Curiosity

11 Case for Support Why is your cause vital and urgent for the people that will benefit? So what? What tragedy would happen if you did not exist? People give to help people, not organizations and budgets Summary: one page plus one budget page Facts with charts AND emotional story of a real person

12 Campaign Timeline and Flow Pre-Campaign Planning Clarify Objectives Set Working Goal ID and Engage Prospects Draft Case for Support Conduct Feasibility Study Plan Campaign Board Approves Campaign Enlist Campaign Committee ID More Prospects Finalize Case for Support Develop Campaign Plan Timeline Create Donor Recognition Plan Develop Communications Plan Quiet Phase Conduct Board Campaign Host Listening Sessions Conduct Walking Tours Solicit Largest Gifts Review and Revise Goal Plan Campaign Kick-off Campaign Kick-Off 60%+ of Goal Raised Announce Campaign Goal Announce Progress to Date Celebrate Success Press and Media Campaign Public Phase Solicit Mid-level Gifts Solicit Membership Gifts Solicit Broad-base Gifts Host House Parties and Events Donor stewardship Follow Through Thank Donors Show Donors Impact Final Campaign Report Pre-Campaign Planning Planning and Quiet Phase Membership and Public Phase Follow Through Month/Yr Month/Yr Month/Yr through Month/Yr Month/Yr- Month/Yr Mo/Yr Mo/Yr Feasibility Study Engage Consultant Assess Readiness Recommend Plan

13 Gift Range Chart Number of donors 175 Goal Amount: $ 1,000,000 Gift Range No of Gifts No. of Prospects Subtotal Subtotal % of goal $ 200, $ 200,000 20% $ 100, $ 200,000 20% $ 50, $ 150,000 15% $ 25, $ 150,000 15% $ 10, $ 100,000 10% $ 5, $ 70,000 7% $ 2, $ 60,000 6% $ 1, $ 50,000 5% $ $ 20,000 2% $ 1,000, %

14 Finding Donors Your board Past donors Event participants, program participants, alumni Wealth screening of people on your lists Stewardship and thank you report visits and calls Referrals from board and donors

15 Getting Appointments Board, past donor intro just learn more about cause Peer level contact: CEO to CEO, etc. Use phone, text, appropriately and intentionally Personalize, guided by advance research if possible I d like to share some updates about our progress and to let you know about an Important project I think you might be interested in. I don t plan to ask for a gift at this visit, but just learn about your interest in this project.

16 Stewardship and Cultivation Visit Goal: Understand donor and their relationship to the cause LISTEN and learn How are you connected to this cause? Why did you give? Do you have any personal history connected to this cause? What other kinds of organizations do you like to give to? How do you like to learn about results of your gifts?

17 Pre-Ask Visit Goal: Information gathering and appointment for ask visit 5-10 minutes: Personal small talk 5 minutes: Stewardship update 5-10 minutes: New project case for support What are your thoughts about this idea? minutes: LISTEN What is most interesting about this project? What difference would this make for the recipients? Could we return with a proposal for a leadership level gift?

18 Ask Visit Goal: Gift Commitment 15 minutes: Personal small talk 5-10 minutes: Personalized proposal Because of your interest, we thought you might want to give $XXXXXX. How does that sound to you? minutes: LISTEN If yes : learn timing, assets, payment schedule, follow-up methods If no : understand why: Project? Timing? Amount?

19 Organization and Follow Through

20 Planned Giving Magic: You can do this! Your generous Uncle Sam

21 Planned Gift Types Bequests: Wills and living trusts by far most common Retirement plans and life insurance Donor advised funds Charitable trusts Wealth Preservation Trusts that give income to donor for life, then pass assets to charity Charitable trusts Wealth Preservation Trusts that give income to charity for a period of time, then pass assets to donors Charitable gift annuity

22 Donor Advised Fund

23 Charitable Remainder Trust

24 Charitable Lead Trust

25 Planned Giving Donors Long term relationship with organization: volunteer, alumni, participant Gift consistency more important than amount Consistent annual donor Age 50 and up, but often in 40s as well

26 Charitable Gift Annuity

27 Promoting Planned Gifts You can do this: attorneys do the details Legacy society, but respect privacy Current gift match for planned gifts Frequent mentions in all communications Highlight impact of planned gifts Share real-life, current examples of donors who are now alive Wealth preservation

28 Resources and Q&A List of books, with links sww.afpnet.org Fundraising in general Planned giving in detail, for professionals Chronicle of Philanthropy for electronic copies and two-visit process handout