AFP's North Carolina Philanthropy Conference August 17, 2017 "Moving Your Donors to Major Gifts: How to Build a Successful Program" Agenda

Transcription

1 AFP's North Carolina Philanthropy Conference August 17, 2017 "Moving Your Donors to Major Gifts: How to Build a Successful Program" Agenda Presentation Portion 35 min Welcome and brief overview Susan Launching a major gifts program Susan Creating a Size of Gift Chart Kim The Major Gift Cycle Susan, Kim, and LisaCaitlin o Building your prospect pool o Courting your donors o Asking for a gift o Sharing the impact Breakout Sessions 15 min Donor Scenario 1: This former Board member is a consistent annual fund donor and event sponsor with capacity to do more. She is fully engaged with your mission and is interested in IMPACT. She wants to give to a special project or program, but what you really need is a major gift toward annual operations. You don t want to lose her ongoing support, but you also want to ask her for a major gift. Donor Scenario 2: A Board member arranged lunch for you and a new prospect a real estate developer who has just begun working in your community. What is your plan for the lunch and beyond? Wrap-Up and Discussion 10 min

2 Handouts Packet: A B C D E F G Size of Gift Chart Basic Tips for Prospect Research Donor Management Spreadsheet Donor Strategy Worksheet Donor Prospect Call Report Stewardship Report Tips and Questions for Donor Cultivation

3 AFP NC Philanthropy Conference August 17, 2017 Moving your Donors Presenters: to Major Gifts Susan Ross, Partner Kim Glenn, Senior Associate LisaCaitlin Perri, Director of Research

4 Launching a major gifts program Carve out time Focus on individuals Determine the level of a major gift Identify needs and set goals

5 Creating a size of gift chart Gift Range Gifts Needed Prospects Needed Subtotal $100, $100,000 $75, $150,000 $50, $250,000 $25, $225,000 $10, $120,000 $5, $90,000 Less than $5, Included above $65,000 Totals $1,000,000

6 Moving your donors through the gift cycle Identify/ Qualify Thank/ Steward Cultivate Solicit

7 Build Your Prospect Pool Identify/ Qualify Start with your current donors Seek input from your board Conduct preliminary research Screen your database Create a donor tracking system

8 Court your donors Cultivate Create a donor strategy worksheet Set up the appointment Prepare and practice Share the story and listen Follow up with next steps

9 Ask for the gift Solicit Determine the timing Identify what the donor needs Ask for a specific amount Wait for a response Follow up with next steps

10 Share the impact Thank/ Steward Thank your donor Track for stewardship Prepare impact report Start the process over

11 Handout A: Sample Size of Gift Charts Gift Range Gifts Needed Prospects Needed Goal Subtotal $25, $25,000 $15, $30,000 $10, $50,000 $7, $30,000 $5, $35,000 $2, $20,000 Less than $ from above $10,000 Totals $200,000 Gift Range Gifts Needed Prospects Needed Subtotal $500, $500,000 $250, $1,000,000 $100, $1,000,000 $50, $600,000 $25, $450,000 $10, $250,000 $5, $150,000 Less than $5, from above $50,000 Totals $4,000,000 Start your work with the Gift Chart Generator at: then adapt the basic chart to fit your constituency.

12 Handout B: Basic Prospect Research Tips Prospect/Donor Snapshot The first section of a profile should include the prospect/donor s name, contact information and details about previous involvement with or giving to My Org. Prospect/Donor Name Home/Cell Number Business Number Address Primary Residence Social Media Affiliation with My Org Connections to My Org Most Recent Action and Date Primary Staff Contact Next Action and Date Inclination/Capacity Proposed Ask Amount Focus of Proposed Ask Date of Last Update Referred By Why? Formal profiles do not need to be generated for every prospect you check out; however, use it as a tool when you can to organize and share information with fellow staff or with board members or campaign volunteers. When not sourced from the organization s database, note where you found the information. MyOrg Giving History Total Giving Number of Gifts First Gift/Date/Fund Last Gift/Date/Fund Largest Gift/Date/Fund Why? A donor who has contributed a gift ranging between $5,000 and $10,000 to a nonprofit is five times more likely to make a charitable donation than the average person and a donor giving between $10,000 and $25,000 is eleven times more likely to do so.* Wealth Screening and Business Information A listing or description of real estate assets, primary business affiliations, corporate board membership, or public stock investments. Use property tax records found through county websites or use a rough estimation from a real estate site like Zillow or Trulia (if you do not know exactly where someone lives, you can also use property tax records or start with the WhitePages site). Business data can be difficult to find for private companies, but publicly traded companies investor lists and investment actions can be viewed on sec.gov/edgar.

13 Why? Wealth alone is not a 100% reliable predictor of philanthropic giving; however, donors who own $1 million to $2 million in real estate are 4 times more likely to give philanthropically than the average prospect and donors who own $2+ million in real estate are 17 times more likely to do so.* Philanthropic Interests and Honors, and Foundation Connections Involvement with local or out-of-state nonprofit organizations, as well as any honors granted due to their community leadership. You can use basic online search tools for the honors, but may need to use a database like GuideStar or Foundation Center to pull up foundation documents to verify board membership. Why? In general, these are indicators of an individual s interest in the community. Nonprofit involvement indicates that a prospect understands the value and the importance of philanthropy this is especially true of any prospects who sit on foundation boards as trustees.* Personal Information Family information, educational information, listings of notable hobbies, or a reference to other special interests. When available, personal details offer additional insight into the prospect/donor s motivations for giving. Sometimes a basic online search will provide this type of detail. Most often, though, the most reliable information will come from a discussion with the person referring this prospect donor or among board members or campaign volunteers. Why? Having this information available can tailor the cultivation experience to the prospect/donor and may potentially help you match the prospect/donor to the best fit among your board members or campaign volunteers. Political Giving and Other Philanthropic Giving List of gifts made by the prospect/donor to other nonprofit recipient organizations or political campaigns. The gift amount, recipient, year of gift and type of gift (e.g., annual, campaign, sponsorship) should be included if available, noting special restrictions on a gift. You can find this giving data in annual reports posted online, fec.gov or by self-report from the donor or the referral source. Why? Research has shown that past charitable giving to other organizations is one of the best predictors of whether a prospect is likely to make a donation to another nonprofit. In addition, you can assume FEC donors with a lifetime political giving of $10,000 are wealthy and have the capacity to make a major gift.* *trend information from donorsearch.net

14 Handout C: Sample Donor Management Spreadsheet Prospect Name Affinity/ Capacity Affiliation with MyOrg Referrals / Connection Past Giving Next Step Proposed Ask Amount Proposed Date Results Karen Fence High High: $25,000- $50,000 Attended FY16 Gala Jenny Carmichael was her table host in FY16; She is an attorney focusing on child and family law $2,500 gift to AF in FY17 and FY16 at MyOrg; has made equal or greater gifts to other nonprofits Board member (D. Brown?) to schedule appt $7,500 Quarter 2 Appt set for 10/3; mtg at her office with D. Brown and ED

15 Handout D: Donor Strategy Worksheet Date: Prospect Name: Basic Contact Info: Solicitor: Other Key Contacts: Affinity (circle one): High Low Capacity (circle one): High Low Affiliation with MyOrg: Recent Contact: Current FY Giving Info Amount: Purpose: Proposed Ask Info Amount: Purpose: Date/Time Period: Background Info Pull from your database and prospect research work. Break it down by wealth screening and business information, philanthropic interests and honors, foundation connections, personal information including possible motivations to give, giving history with other organizations and/or previous involvement with MyOrg. Make the info easy to digest for a cold reader. Action Plan Cover all the details of your next steps with this donor, including who, when, where, how and why. If additional materials need to be prepared, list them here and assign responsibility. You will likely be reviewing several prospects in the same session with staff or board members/campaign volunteers; keeping track of critical details here to help everyone remember what they agreed to do and also what they learned about the donor.

16 Handout E: Sample Donor Prospect Call Report

17 Handout F: Sample Stewardship Report MyOrg Endowment Report Genevieve R. Wright Endowment Annual Endowment Investment Report as of The Genevieve R. Wright Endowment at MyOrg is part of a small group of endowments that fund big educational opportunities for young girls in grades 6-8 who are interested in STEM careers. Under the direction of MyOrg s STEM coordinator, your Endowment funds were used this past year to cover admission for four girls to all three weeks of STEM day camp as well as extra materials they could keep to track their interest in these careers and stay connected to MyOrg for additional mentorship opportunities through high school. The class picture included with this report shows Marissa, Tammie, Becca and Eva with their rocket designs created during the second week of camp. Tammie s was the second fastest rocket, and, as you can see from the second picture, she was happy to share her winning secrets with the other campers. Thank you for making this experience possible for all four girls! Below are the figures showing the fund s current book value and reflecting the special $1,250 contribution you made this year. Book Value $52,786 Book Value includes all gifts to this fund, transfers from other funds, withdrawals and income distributions that have been reinvested into this fund. Book Value is not directly affected by changes in the market. Additions this Fiscal Year $1,896 This includes the gifts you and others made to the fund during the fiscal year and any income reinvested into the fund. This amount is included in Book Value. Beginning Market Value $57,624 The fund s share of MyOrg s total endowment market value at the beginning of the fiscal year. Ending Market Value $53,523 The fund s share of MyOrg s total endowment market value at the end of the fiscal year after crediting investment performance for the year after deducting distribution and fees. FY2017 Income Distribution $2,823 The distribution amount is the amount available for spending that is approved by our Board each year in June for spending in the following fiscal year.

18 Handout G: Tips and Questions for Donor Cultivation QUALIFICATION The qualification visit is meant to confirm the capacity and inclination of the donor. Ideally, you come away having identified the next cultivation step. That could include an onsite tour, a meeting with the Executive Director, an invitation to volunteer, etc. Sample Questions: How did you first learn about our organization? What are your perceptions of our work and how we impact the needs in the community? How can you see yourself being involved with our organization? What other organizations are you engaged with? How did you get involved there? What did you find most fulfilling? Does your spouse share similar philanthropic interests? What is it about our mission that resonates with you? Would you be open to visiting our site or meeting with me again to learn how you can become further engaged? Meeting Take Away: Understanding of capacity, inclination and motivation and where your organization falls on their list of priorities. The ability to move towards cultivation of major gift or knowledge that this person is really an annual fund donor. CULTIVATION The purpose of cultivation visits is to let the donor know you have been listening in earlier interactions, and to understand the area of support that is of greatest interest to the donor. It is also the time to confirm the right size and the appropriate timing of the ask. You want to get to know the donor and make sure you identify what motivates him/her. Be clear about your objectives to keep the solicitation process moving along efficiently. You don t want your proposal to be a surprise. Sample Questions: You ve told me about your involvement with us over the years, but what is your favorite area or program at our organization? Do you feel well informed and appreciated as a donor? In your opinion, what is our reputation in the community? Are there other people in the community we should ask to get involved?

19 What impact do you want to make on our organization? May I have permission to present a proposal that describes how you can make the impact you described you would like to see? Meeting Take Away: Better understanding of donor s desired impact on the organization Permission to present a proposal at the next meeting Donor is ready for a formal solicitation SOLICITATION The solicitation meeting will finalize the specifics of the proposed gift, and confirm the impact the donor will have on your organization. Ideally, the donor will know prior to the meeting what you will be asking for in support, and you will be able to agree on timing and logistics. If all goes well, you may leave the meeting with a signed gift agreement in hand. Sample Questions: I am excited about sharing how you can make an impact in our community with this proposed gift. Do you have any questions about how the funding will make this happen? (can discuss multi-year payoff, planned giving as a portion of the gift, etc.) I know you have been thinking about how you might want to make this gift, can I offer any additional information? (stock, cash, IRA rollover) You will have a tremendous impact on our community through this gift, I hope I have made that clear. THANK YOU! Meeting Take Away: Signed gift agreement Understanding of any logistics that need to be followed up on to execute the gift (broker information for stock transfer, etc) Understanding of how to steward this particular donor. What will make this individual better understand the impact this gift is making? A thank you from a client your organization serves, a thank you from an influential Board member? A quick simple video showing the work made possible by their gift? Make stewardship personal!