Using Marketing Techniques To Build Donor Relationships

Demystifying Major GiftsPresented by:

George C. Ruotolo, Jr., CFRE, Chairman & CEOAna Dabrowski, Associate

September 13, 2013

Head

Scratc

her…???

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What’s The Problem?

Fear? Knowledge? Initiative?

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Let’s Bury The Fear

“You have to be in it to win it. . .”“Nothing ventured, nothing

gained. . .”“ Step up to the plate. . .”

Understand yourself…understand others

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Knowledge?o Major gifts are synonymous with capital campaigns (not always)

o Annual fund case

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Initiative

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What Does A Successful Major Gifts Program Look Like ? . . .How Do You Get There? 

Identify Cultivate relationships Solicit personally Receive MGs Grow Nurture

. . .OR. . .7

Sustained Major Gifts ProgramsIdentify

Cultivate Solicit

Acknowledge

EngageSteward

Configure The Team

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C U L T U R

E

Building A Culture Of PhilanthropyIt’s Everyone’s Job. . .

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AN

PHIL

THROPY

MAJOR GIFTS

PROGRAM

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What Are You Afraid Of?What’s the worst that can

happen?

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HQ

                                                                  

                                                               

Fundraising Is All About The Relationships

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Seal: “Let’s go collect seashells!”

Shark: “Okay, but if we run into any of my friends, pretend like I was just about to eat you.”

Seal: “Yeah. . .no problem.”

Major Gifts In 3 Acts. . .The WhoDeveloping the RelationshipThe Proposal

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FINANCIAL CAPACITY

$Income/Assets

Two Components To Philanthropy

INCLINATION TO GIVEDesire to support

ReasonCommon interest

Relationships

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THIRD COMPONENT???

Relationship

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ACT I – The Who Where do we start Segment the database Financial capacity Loyalty The mil $ bus driver (Don’t prejudge)

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Analyzing/EvaluatingYour Database

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Screening/Research

Individualized

StrategyHistory of Major Gifts

Direct Mail Donor

Special Events

Participant

No $ but connected

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Focus On Top Prospects

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Quantity and quality will be determined by MG history, your resources, i.e. staff, volunteers etc.

ACT II – The Relationship What steps do we take to strengthen the

relationship?

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Importance Of Personal Contact

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It says… The donor is important. Our need is significant. The request deserves personal attention. We need an opportunity for dialogue.

Let’s start with a visit without an “ask”.

Engage in conversation.

Turn off the voice inside your head (listen).

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What Makes The Prospect “Tick”?

ACT III – The Proposal

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How Do You Know It’s Time?

What tells you it’s too soon?

What suggests they are ready?

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What Makes A Story?

Plot Characters Events Outcome Lesson Call to action

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Storytelling About Life

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Respectful ConfrontationJOE WESTON

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o 80% of communication is non-verbal so consider. . .location, time of day, attire, expressions, tone, energy and physicality, prevailing attitudes, surroundings, participants, message, desired outcome

o Practice respectful: self, engagement, offense,

defense

o A confrontation should never be a conflict. . .

Breakin

g The R

ules Of

Asking

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• Additional pledges between $3,000 and $15,000

Total Needs: $5 Million

$500,000

$25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000$25,000 $25,000 $25,000 $25,000 $25,000 $25,000

$100,000 $100,000 $100,000 $100,000 $100,000

$250,000 $200,000 $200,000

$75,000 $75,000 $75,000 $75,000$75,000 $75,000 $75,000 $75,000

$50,000 $50,000 $50,000 $50,000 $50,000$50,000 $50,000 $50,000 $50,000 $50,000

Can’t Ask? Point

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What You Hear…It’s More Important Than What You

Say!

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Top 10 Solicitation Mistakes1) Never ask/indicate a specific request2) Don’t offer strategies to maximize their gift (extend

pledge, delayed start of payments)3) Don’t follow-up in a specific time frame4) Don’t create a sense of importance and urgency5) Answer unasked questions6) Talk too much and fail to listen7) Act like a beggar8) Assume the prospect has consented to the gift because

they see you9) Fail to build the case and lay the groundwork for the ask10) Treat all prospects the same

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THANK YOU. . .THANK YOU. . .THANK YOU!

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