mg presentation community first 12 4 08
DESCRIPTION
This presentation breaks down the basic fears for non-profit professionals who still fear or are overwhelmed by the process of working with major donors. They are given a comprehensive handout that walks through the steps to good cultivation and closing of a major donor.TRANSCRIPT
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Dan MaceyDJM Consulting
Michael DoneganAssociate Director, Major Gifts
Alzheimer’s Association
Special thanks to Katherine SwankBlackbaud Analytics
Intro to Major GiftsIntro to Major Gifts
The Dating Game:
Deepening Relationships with your Donors
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Individual Gifts
• Account for 88% of giving in America
• Non-profits cannot rely on grants and corporate support alone
• What is a major gift to you?
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Personal Relationships Are the Key
• Study of 2000 donors• 10% received a
“Thank you” call• Annual gift of test
group upgraded by 42%
• Stopped giving to charities that did not contact them
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Step 1: The Introduction Call“John, this is Carol. Carol, this is John”
PURPOSE:• Call to say “thank you”• Initiate a conversation
with the donor• Why do they give?• Can we count on them
for this year?
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The Art of listening
• If they tell you why, ask more questions and……listen– Have they used your
services?
– If so, were they pleased?
– Have they ever attended an event?
– Have they seen your facility?
– Is there an area of interest?
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Next steps
• Always send a handwritten note– Include card
• Why?
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What if you don’t reach them?
• Rule of thumb-try at least twice
• What if you don’t reach them at all?– Send handwritten note with your card
• Why?
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Step 2: The Group Date“We’re having a party – want to come?”
PURPOSE:• Non-threatening face-
to-face meeting• Meet many people
WAYS:• Group activity• Special event
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Step 3: The Cozy Date“Are you free on Saturday night?”
• Personal tours
• “Face-to-face” survey
• Meet the researchers
• Answer specific questions
Ask the donor out on a date (just the two or three of you!)
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Step 4: Make Them An Insider“I’d like you to meet my mother”
• Introduce them to:– Dean– CEO– President– Exec. Director
Ways: Lunch, Dinner, Tour, etc.
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Step 5: The Ask“Will you marry me?”
• Ask them to commit to the organization– Solicit for gift– Prospect notifies
you of gift – Prospect states
desire to make gift
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Step 6: Complete the Gift“Here comes the bride!”
• Keep in contact
• Offer to help where possible
• Introduce professional advisors who can help
• KEEP DATING!!!!!!!
This may happen right away – it may take years or months
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Step 7: Celebration“The sunset in Maui”
• The gift is complete – it’s time to celebrate– Lunch, dinner
– Meetings with beneficiaries
– Gifts, tokens, plaques
– Recognition Society
– Media Releases
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Step 8: Stewardship“Our 1st Anniversary”
• It’s been a wonderful year and you want to re-create the happy feeling everyone had when you closed the gift– Annual report– Anniversary “thank you” card or gift– Update with student, doctor, “celebrity”
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Step 9: Repeat the Cycle“Let’s have a baby!”
• Use your relationship to make the “family” grow– Repeat cultivation
– Add to the gift
– New gift
– New funding opportunity
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Group activity-Moves Management
• Three of your donors– Each person gets three
donors
– Strategy designed by group
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Questions?