10 Major Donor FACTS. 10 Major Donor FACTS. 10 Major Donor FACTS. Speaking Your Donor s Language. The Timothy Group Page 1 STRATEGIES

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1 Speaking Your s Language 1. s are skepdcal. You have to earn their trust. Pat McLaughlin President and Founder 2 Do donors trust that You are making a difference? You handle your finances well? Your plan makes sense? 1. Build trust by culdvadng personal reladonships with your major donors. You handle issues well? Your theology is sound? The Boomers are becoming the #1 donor populadon. 2. Involve Boomers personal passions and interests to help them connect with your ministry. 5 6 The Timothy Group Page 1

2 3. Older ladies are THE major donor demographic. 3. Review your prospects list and pay special auendon to female donors. Women Give 2012, Women s Philanthropy Institute, Indiana University s want -Centered communicadons. Try talking (or listening) to your donors about what they think. Understanding Your s Most fundraisers don t think to ask prospecdve donors about their ideas or what they are trying to accomplish with their giving. They miss an opportunity to gain potendally valuable insight Understanding Your s Before launching into what a donor can do for your organizadon, ask the donor what they want to do. Understanding Your s Wealthy donors make their largest gi_s to organizadons in which they have confidence The Timothy Group Page 2

3 4. See life from your donors perspecdve. Stop talking so much about you and your wonderful organizadon. 5. Major donors who volunteer give more a lot more! Create opportunides to get your donors involved. 6. Major donors love social media Have an acdve Facebook presence. 10 Major FACTS 7. Major donors look at their gi_s as investments. They want to see impact and SROI. Spiritual Return on Investment The Timothy Group Page 3

4 7. Give majors something specific to fund and show them the impact. 10 Major FACTS 8. Major donors gain confidence when they see your financials Be transparent. Show them the numbers. Measure and show your results. 9. Like most of us, donors are feeling stressed with polidcs, church, and family Minister to your major donors. 10. Major s Love Big Ideas! The Timothy Group Page 4

5 10. Give your Major s a Big Idea! What Major s Want 1. Understanding 2. Respect 3. Honesty 4. Involvement 5. To Make a Difference Bill Bright s vision for The Jesus Film was to reach 1 billion people, but he needed 1 billion dollars Approaches to 3 Different Asks Focused Strategies for Levels Annual Fund Gi_ Purpose Gi_ Type CharacterisDcs Annual Fund Gi_ Major Gi_ Legacy Gi_ OperaDonal Needs Sustaining Gi_s Frequently given Frequently asked for Decision is radonal, cerebral Decision made quickly Decision can usually be made without professional assistance Decision o_en made without spouse approval 28 Focused Strategies for Levels Annual Fund Gi_ Focused Strategies for Levels Major Gi_ Strategy Sell special packages Special projects & acdvides Seek broad based support & peer involvement Begin lifelong reladonship Aquire, renew, upgrade CulDvate Methods Direct Mail Phonathon Mass MarkeDng Special Events Local & Community Programs Personal SolicitaDon Affinity Programs Ask Giving Clubs Plaques, etc. Bibles, books, etc. Gi_s related to the donor s interests 29 Purpose Buildings, equipment, endowment Gi_ Type Special & Major Gi_s (10 to 25 Dmes Annual Gi_) CharacterisDcs Infrequently given Infrequently asked for Decision becomes emodonal, visceral Stop & Think gi_ Takes longer for decision Nurturing fundraising Spouse almost always involved 30 The Timothy Group Page 5

6 Focused Strategies for Levels Major Gi_ Focused Strategies for Levels Legacy Gi_ Strategy Methods Purpose Gi_ Type CharacterisDcs Market insdtudon s mission & special opportunides Focus on select audience (financial capability + interest + involvement) Foster strong personal reladonship Leverage associadon of staff, partners, volunteers CulDvate Regular CulDvaDon Personal SolicitaDon (several contacts) Special Events (to focus auendon & Direct Mail (for informadon, IniDaDon of Stewardship Naming OpportuniDes LifeDme Giving Wall Hall of Fame Ask 31 Primarily Endowment Generally once-in-alifedme expressions of support (1,000 to 2,000 Dmes Annual Gi_) May involve combinadon of giving methods, o_en deferred Long-term reladonship building Decision becomes increasingly emodonal Takes longer & more study for decision Receives professional input from others The consequences of a poor decision becomes greater 32 Focused Strategies for Levels Legacy Gi_ Support Will Come From Many Levels ExecuDve Strategy Total commitment to insdtudon s mission Estate planning service & special opportunides Educate prospects regarding planned giving vehicles Create bonding reladonship Leverage close reladonships of staff, partners, volunteers Methods Intensive culdvadon On-going stewardship Personal solicitadon (numerous contacts) EducaDonal seminars Direct mail & topical newsleuers (for informadon, Special events (for involvement & Heritage Club Naming OpportuniDes Chairs LifeDme Giving Major Mid-Level General s Prospects & Lapsed s (36+ months) CulDvate Ask The Essentials: Comprehensive Strategy CommunicaDon Strategy TacDcs & Time Major s are Vital to Your Success Major Mid-Level General to to Few to Many Personal, individualized, more detailed (70%) Focused on moves management begin deeper engagement (20%) SegmenDng, tesdng, analyzing for more effecdve communicadons (10%) The Timothy Group Page 6