2015 WEB/AUDIOCONFERENCES. The Whats, Hows, and Whys of Major Gift Solicitation

Transcription

1 Association of Fundraising Professionals 2015 WEB/AUDIOCONFERENCES Educating Fundraisers in the 21 st Century The Whats, Hows, and Whys of Major Gift Solicitation Presented by: Vern Snyder, ACFRE December 10, :00 2:30 p.m. Eastern Noon 1:30 p.m. Central 11:00 a.m. 12:30 p.m. Mountain 10:00 11:30 a.m. Pacific 9:00 10:30 a.m. Alaska Association of Fundraising Professionals 4300 Wilson Boulevard, Suite 300, Arlington, VA (U.S. & Canada) (Mexico)

2 SITE ROSTER FOR SITE COORDINATOR ONLY: FOLLOWING THE PROGRAM, PLEASE COMPLETED ROSTER TO or FAX TO The Association of Fundraising Professionals WEB/AUDIOCONFERENCE 2015 December 10, 2015 Vern Snyder, ACFRE The Whats, Hows, and Whys of Major Gift Solicitation If an AFP Chapter is sponsoring this site, please check the box and list the name of the sponsoring AFP Chapter: Site Coordinator/Registrant (the name of the person to whom the site is registered): Location (City) (State/Province) Total number of participants at this site Please Print Clearly NAME: ADDRESS: MEMBER (Y/N)

3 Vern Snyder, ACFRE Vern Snyder was appointed University of Toledo Vice President for Institutional Advancement on July 1, Prior to his appointment, he served as Vice President for Institutional Advancement at Eastern Kentucky University and Youngstown State University. At EKU he also served as President of the EKU Foundation. At YSU his responsibilities included fundraising, inter-collegiate athletics, public relations and communications. Vern is a graduate of West Virginia University with a master's degree in music education. In 1993 Snyder earned Certified Fundraising Executive (CFRE) status from the Association of Fundraising Professionals (AFP). In 2010 he earned Advanced Certified Fundraising Executive status (ACFRE), one of only 107 individuals with that distinction. Snyder serves on the AFP International Conference Education Advisory Committee and the Professional Advancement Division Committee. He also advises a number of local not-for-profit organizations in Northwest Ohio. Vern retired from the University of Toledo in July 2015.

4 AFP Webinar December 10, 2015 Whats, Hows, Whys of Major Gifts Solicitation Presented by Vern Snyder, ACFRE Vice President Advancement (Ret.) UNIVERSITY OF TOLEDO

5 Vern Snyder, ACFRE Vern Snyder was appointed University of Toledo Vice President for Institutional Advancement on July 1, Vern is a graduate of West Virginia University with a master's degree in music education. In 1993 Snyder earned Certified Fundraising Executive (CFRE) status from the Association of Fundraising Professionals (AFP). In 2010 he earned Advanced Certified Fundraising Executive status (ACFRE). Snyder serves on the AFP International Conference Education Advisory Committee, the Professional Advancement Division Committee and the ACFRE Certification Board. He also advises a number of lnorthwest Ohio nonprofits.

6 Major Gifts Raise significant funds quickly Cost effective Build long term relationships

7 Cost Defined Direct Mail (Acquisition) $1.25 to $1.50 per $1.00 raised Direct Mail (renewal) $0.20 to$0.25 per $1.00 raised

8 Cost Defined Special Events $0.50 to $0.75 per $1.00 raised Major Gifts $0.10 to $0.20 per dollar raised Capital Campaigns $0.10 to $0.20 per dollar raised Planned Giving $0.20 to$ 0.30 per dollar raised

9 Major Gifts Fear Lack of Prospect Research Reluctance to change status quo

10 Major Gifts Making time to build a Case Developing priority projects Asking for money

11 Major Gifts 90% of gifts are from 10% of donors Why not spend 90% of your efforts with that 10% of donors

12 Major Gifts Research Indicates: months from initial contact to secure a major ($100,000 +)gift 7-8 contacts per prospect (average of one contact per quarter)

13 Discovery Wheat or Chaff Interest + Ability = Potential Determining the ask amount

14 Cultivation Sharpen interest in the institution s case Raise the sights of potential donors Determine hidden reservations and correct problems in advance

15 Cultivation Instill a personal responsibility for success by inclusion in the planning process Generate enthusiasm

16 Pre-Visit What do we hope to accomplish? What do we know about the prospect? What do we need to ask about? How should we present our case? How are possible responses? What do we need to bring?

17 Early Visits Learn about the donor: Thoughts Concerns Attitude Interests

18 Early Visits Create Opportunity for more dialogue Create a deeper relationship to draw prospect into life of the organization Relate your priorities to the donor s interests.

19 Post-Visit What was accomplished? Did we make progress? What do we do next? When is our next meeting? Has the status changed?

20 The Ask! How Do You Think the Donor Feels? Will they ask for a zillion dollars? How much is appropriate? I support the organization, but I have questions.

21 The Ask! Timing Has the prospect been cultivated? Are the prospect s interests known? Is there a target think about number? Who will make the ask?

22 The Ask! Set Up the Meeting Your turf or theirs? Going to them makes a statement. Lunch or other time? Include others?

23 The Ask! How the Meeting Goes (Four Steps to Success)

24 The Ask! A. Small talk areas of common interest Demonstrate genuine interest Move conversation to case and reason Present your case; ask questions to gauge interest B. Make the ask

25 The Ask! B. The Response Answer questions D. Close If no decision, close for the next meeting

26 Make the Ask! We would like you to consider a gift of $ pledged over five years. There are other phrases, but this one is direct and it works.

27 Make the Ask! Do not say, We have you down for $. Do not say, Fred said you could give $.

28 Make the Ask! Ask then wait for the response and listen.

29 Make the Ask! While yes is what you hope to hear, what you may hear follows: That s too much money.

30 Make the Ask! We are approaching a select group pf prospects, like yourself, that by making a gift will validate the importance of this project to the rest of the community. Is it the amount we are asking you to consider or is it our timing?

31 Make the Ask! I can t decide right now.

32 Make the Ask! Important decisions take time. Have we given you enough information? Decisions like this take time. How can we assist you while you are making this decision?

33 Make the Ask! I have to talk with my spouse (my advisor).

34 Make the Ask! If you wish, we would be happy to meet with them.

35 Make the Ask! Points to Ponder: Wherever you end up, always close for another time to meet to talk about their decision. If you wait for them to call you you will wait for them to call you.

36 The Next Gift Thank you letters are the number one priority Giving societies Special events for special people Naming opportunities (Buildings to rooms a menu) Annual reports and other institutional publications

37 Questions? Vern Snyder, ACFRE

38 REGISTRATION FOR 2016 WEBINARS NOW OPEN! You told us what you thought, and we listened. We've lowered prices and made our presentations an hour in lenght. Webinar fees for individuals will be $79 for AFP members and $99 for non-members. We've lowered prices for groups as well, to $149 for AFP Chapters and $179 for non-member sites. PLUS, we're also including new pricing for bundles of 10 webinars as well as a special price for all 25 webinars in 2016 that includes both live and downloadable versions! Go to and click on webinars/recordings under Professional Advancement tab.

39 SAVE THE DATE! Visit afpfc.com for all the latest updates

40 Coming Next January 12, :00 2:00 p.m. ET Getting Started in Charitable Gift Planning Brian M. Sagrestano, JD, CFRE For a listing of the 2016 AFP Webinar Series, please visit our Website at in the professional development section.

41 CERTIFICATE OF PARTICIPATION I was a participant in the AFP Webinar held December 10, :00 2:30 PM Eastern The Whats, Hows, and Whys of Major Gift Solicitation Presented by: Vern Snyder, ACFRE Full participation in this session is applicable for 1.5 points in Category 1.B Education of the CFRE International application for initial certification and/or recertification. Signed This is for your records only.

42 Association of Fundraising Professionals December 10, 2015 The Whats, Hows, and Whys of Major Gift Solicitation You may use this form to capture your immediate impressions. Please complete the evaluation online by December 17, 2015 at: EXCELLENT AVERAGE POOR (7) (6) (5) (4) (3) (2) (1) 1. OVERALL RATING 2. CONTENT 3. HANDOUTS 4. AUDIO QUALITY 5. EASE OF REGISTRATION 6. SIMILARITY OF ACTUAL PROGRAM VERSUS ADVERTISED CONTENT 7. VALUE PRESENTER: OVERALL EFFECTIVENESS 8. Vern Snyder, ACFRE MY SITE PARTICIPATED AS: A WEBCONFERENCE AN AUDIOCONFERENCE WOULD YOU PARTICIPATE IN ANOTHER VIRTUAL SEMINAR? YES NO WHAT WAS YOUR OVERALL IMPRESSION OF THE EVENT AND THE VIRTUAL SEMINAR FORMAT? ANY ADDITIONAL COMMENTS? NAME (OPTIONAL): SITE LOCATION: YOUR FEEDBACK IS IMPORTANT! YOU MAY COMPLETE AN ELECTRONIC EVALUATION AT

43 2016 WEBINAR SERIES Fundraiser Education for the 21 st Century Select your webinars and register today! January 12, 2016, Tuesday GETTING STARTED IN CHARITABLE GIFT PLANNING BRIAN SAGRESTANO, J.D., CFRE & ROBERT WAHLERS, CFRE January 27, 2016, Wednesday FUNDRAISING WITH MOBILE DARIAN RODRIGUEZ-HEYMAN & MATT BAUER February 11, 2016, Thursday MONEY WELLNESS: UNLEASH THE POWER TO BIG GIFTS LAURA FREDRICKS, J.D. February 23, 2016, Tuesday STORYTELLING FOR FUNDRAISERS TOM AHERN March 7, 2016, Monday ON BEYOND SOCIAL: INBOUND MARKETING FOR FUNDRAISERS SHAUN LYNCH, CFRE March 29, 2016, Tuesday FIVE SIMPLE STRATEGIES TO BOOST DONOR RETENTION SHANON DOOLITTLE April 11, 2016, Monday MID-LEVEL DONORS MARK ROVNER April 27, 2016, Wednesday BEYOND THE BUZZWORDS: PROVEN DIGITAL STRATEGIES FOR FUNDRAISING CLAIRE KERR May 10, 2016, Tuesday FULL SPEED AHEAD! LESSONS FROM THE FAST LANE IN TAKING YOUR SMALL SHOP TO THE NEXT LEVEL AMY WOLFE, CFRE May 26, 2016 Thursday HOW TO MAKE A SUCCESSFUL CALL ON A MAJOR DONOR PROSPECT GAIL PERRY, CFRE June 13, 2016, Monday HOW SOCIAL JUSTICE FUELS PHILANTHROPY SIMONE JOYAUX, ACFRE June 28, 2016, Tuesday THE FUTURE OF FUNDRAISING: HOW DIGITAL TECHNOLOGIES AND STRATEGIES WILL CREATE YOUR NEXT GEN DEVELOPMENT OPERATION MICHAEL GREENBERG & GREG WARE July 27, 2016, Wednesday STRATEGIC DOING: MAKING PLANS THAT IMPACT BEN MOHLER, ACFRE August 9, 2016, Tuesday ENGAGE YOUR BOARD IN FUNDRAISING SANDY REES, CFRE August 31, 2016, Wednesday CORPORATIONS AND WHAT THEY WANT IN TODAY S WORLD OF EMPLOYEE ENGAGEMENT RACHEL HUTCHISSON September 12, 2016, Monday THE 5 THINGS YOU NEED TO KNOW TO RUN A SUCCESSFUL MONTHLY GIVING PROGRAM HARVEY MCKINNON & ROSEMARY OLIVER, CFRE September 20, 2016, Tuesday RELATIONSHIP FUNDRAISING WHERE DO WE GO FROM HERE? ADRIAN SARGEANT, PH.D., & IAN MACQUILLIN September 29, 2016, Thursday UNDERSTANDING HOW AND WHY MILLENNIALS GIVE DERRICK FELDMANN & S. MICHELLE CLINE, J.D. October 11, 2016, Tuesday THREE STEPS TO A FANTASTIC BOARD RETREAT AMY EISENSTEIN, ACFRE October 24, 2016, Monday BUILDING A HOLISTIC APPROACH TO GRANT SEEKING CYNTHIA ADAMS & MONIQUE HANSON November 7, 2016, Monday THE IMPORTANCE AND OPPORTUNITY OF DIVERSITY AND INCLUSIVENESS IN FUNDRAISING ANNE BRENNAN, GINA FLORES & KRISHAN MEHTA November 29, 2016, Tuesday HIGH NET WORTH DONORS CLAIRE COSTELLO December 5, 2016, Monday STATE OF THE SECTOR REVIEW & FORECAST ANDREW WATT, FINSTF December 13, 2016, Tuesday COLD CALLING AND PROSPECTING FOR DEVELOPMENT OFFICERS ARMANDO ZUMAYA July 11, 2016, Monday NONPROFIT VIDEOS (ON A BUDGET) THAT ENGAGE AND RETAIN DONORS STEVEN SHATTUCK CFRE Approved Continuing Education Provider Each webinar session offers 1.0 CFRE points! Live webinars held 1:00-2:00pm Eastern Time and available the following day in the ondemand archive. To register go to For more information contact proadv@afpnet.org.