Development for Conservation Fundraising That Matters An Introduction to Major Gift Fundraising Presented to SE LTA 2015 Conference May 2015 David Allen | fundraisinghelp@sbcglobal.net | 608-239-5006
Outline for the Session • Introductions • Current Trends in Philanthropy • Why People Give • Frank Talk About Money • Priorities – Using a Top 100 List • Cultivation Basics The Words "Would you consider a proposal for $10,000?” “Would you make a gift of $10,000 ?” “Would you pledge $10,000 over the next three years?” “Would you write a check today for $10,000?” Three Things to Get from Today • “Success comes to those who ask.” To raise money you have to ASK for money. • Asking and Giving dynamics change with how the decision gets made more so than with the denomination of the gift. • 90 percent of fundraising success involves cultivation – building relationships. 1
Thank You! Stephen Covey, Seven Habits of Highly Effective People Bill Sturtevant, Institute for Charitable Giving The Nature Conservancy Dan Burke & Laurel Hauser Door County Land Trust Jeff Schreifels & Richard Perry Passionate Giving Blog Circle of Interest/Concern Circle of Influence Common FR Mythology • Money comes from corporations and foundations • We can’t raise money because we don’t know any rich people • $1,000 is a lot of money • My time should count 2
FREE Executive Summary Dow nload your FREE executive sum m ary of Giving USA 2 0 1 3 at w w w .givingusareports.org Why do People Give? 1. What’s being done is worth doing • Belief in the Mission 2. The organization involved can get it done • Fiscal stability • Regard for staff leadership • Respect for the organization locally • Regard for volunteer leadership Definitions: Annual Gifts Annual and Major (Gifts) describes the decision ‐ making process, not the dollar amount. Annual (periodic) Gifts require little, if any, deliberation by the donor. 3
Definitions: Annual Gifts • Annual expectation (renewal) • General organizational appeal (operations) • Mail or phone solicitation • Quick response • Small(er) gift size • Measure of success = YES Definitions: Major Gifts • Specific need • Unique appeal • Personal ask • Multiple visits • Large(r) gift size • Measure of success = ADVANCE Factors Defining Major Gifts • How do your donors perceive the organization? – What does your Board give? – What is your largest gift? – Do your donors know? • How do your donors perceive themselves as donors? • How much do you need? (As a generalization, donors are unlikely to give more than 40% of the need under the best of circumstances.) 4
Ultimate (Planned) Gifts • Long ‐ term relationship with organization • Organization is one of donor’s only charities • Desire to leave a legacy • Perhaps self ‐ conscious about ability to give during lifetime Sustainability Robust, resilient, sustainable organizations work with their donors on annual gift, major gift, and planned gift programs, all three, at the same time with systematic board member engagement and adequate staff support. Frames of Reference • Fundraising is about building relationships; only 10% is about “asking” • All Board Members fundraise • You have to give yourself to be effective as a fundraiser • $1,000 is not as much money as it used to be 5
Frank Talk About Money • It is difficult to do much for less than $20. • Time is NOT the same as money. • “I don’t have enough” time/money really means “I choose to spend my time/money elsewhere.” • $100 is – literally – pocket change for most people. Many take $100 at a time from ATMs. So…. • Regularly asking for $100 is OK • Almost everyone could give $1,000 if they really wanted to • Many people could give $10,000 if they could spread payments out over time • Don’t say NO for people by not asking Start Here How much do we need to raise? 6
Strategic Planning Mission Fundraising Goal Total expenses less $$ from other revenue sources. Strategy Strategy (Direction, Activities) (Direction, Activities) Plans Plans (Measurable in (Measurable in Time & Scope) Time & Donors) Budget Budget Board Campaign Board • Chair, FR Chair, ED set Board goal • Chair sets the tone, makes his/her gift first • Chair solicits other Board members • First Quarter Activity • Pledges OK Fifty-Three Ways for Board Members to Raise $1000 by Kim Klein 7
Getting Started • Make your own gift • Screen your entire donor list • Select five prospects to get to know • Call each one • Cultivate (get to know) each one • Take notes Six Basic Principles • Facetime is KING • Redundancy • Prospects selected based on giving capacity • Three-year cultivation plans • Relationship is recorded in the files • Asking = Cultivation Getting Started • What’s the next cultivation step? • Who’s going to do it? • By when? 8
A Word About Donor Files • You need them • Include essential contact info • Copies of everything that comes from THEM – including email and checks • Strategy and cultivation planning • Do we have pictures? WHAT HOW WHY From: TED Talk - Simon Sinek I support _____________________ financially because…… 9
Three Things to Get from Today • “Success comes to those who ask.” To raise money you have to ASK for money. • Asking and Giving dynamics change with how the decision gets made more so than with the denomination of the gift. • 90 percent of fundraising success involves cultivation – building relationships. Services Assessment, Planning, Training, Coaching You can raise more money for your organization – I can help. fundraisinghelp@sbcglobal.net 608/239 ‐ 5006 10
FTM – Supplemental Materials Acknowledgements Stephen Covey, Author of Seven Habits of Highly Effective People Bill Sturtevant, Institute for Charitable Giving, Author of The Artful Journey Jerald Panas, Institute for Charitable Giving, Author of MegaGifts The Nature Conservancy Dan Burke & Laurel Hauser Door County Land Trust Blogs The Agitator (Direct Mail Fundraising), www.theagitator.net Beth’s Blog (Social Networking) www.bethkantor.org Jeff Brooks (Non-Profit Marketing) http://www.futurefundraisingnow.com Jeff Schreifels & Richard Perry (Major Gift Fundraising) www.veritusgroup.wordpress.com 11
FTM – Supplemental Materials Annual Gift Major Gift Planned Gift Periodic Expectation (Habit) Once every 3-5 years (at Single Event most) depending on the project General organizational Project or program specific General organizational appeal appeal appeal, or capital (land acquisition) funds Case: “It’s time” Unique case made for each Endowment or “Legacy” project Mail or Phone Solicitation Personal Solicitation Often not solicited Quick Response Can take 1-3 years to Most bequests are not mature known prior to the estate being settled Small(er) gift size Large(r) gift size (10-20) VERY Large Average times annual gift Gift Measure of Success = Yes Measure of Success = Measure of Success = Advance Donor informs org of intent to give KEY CONCEPT Robust, resilient, sustainable organizations work with their donors on annual gift, major gift, and planned gift programs, all three, at the same time with systematic board member engagement and adequate staff support. 12
FTM – Supplemental Materials Development Planning Considered in the business sense, fundraising should return a “net” to the program side equal to expenses needed to complete the program plan. Fundraising budgets should be prepared separately, and financial statements should be presented so that Board members can easily determine how well fundraising is meeting this objective. KEY CONCEPT The Fundraising Goal becomes the mission of the Fundraising Program. 13
FTM – Supplemental Materials Development Planning Fundamentals: • Membership is a Conservation Strategy • Major Gifts are driven by strategic cultivation of current members • Membership numbers are driven by strategic marketing • Strategic marketing has five objectives: Create awareness of the organization Create belief in the competence of the organization Create belief that contributing will make a difference Create behavior of annual contributions and long- term commitment Create ambassador behavior 14
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