6/12/2019 The Six Pillars of Fundraising Success Jay Frost Principal Frost On Fundraising The New Hampshire & Vermont Council of Charitable Gift Planners June 2019 The House We Built Source: Henry Huey, Flickr 1
Donor Research Steward The Circle of Giving Relationship Building Solicit of Fundraising Six Pillars Six Pillars Identify Volunteer Involvement Cultivate Securing the Gift Leadership and Qualify Management Ethics, Accountability, and Professionalism 6/12/2019 2
6/12/2019 Six Pillars Six Pillars of Fundraising Volunteer Involvement Ethics, Accountability, Donor Research Relationship Building and Professionalism Securing the Gift Leadership and Management Donor Research Develop a list of prospective donors by identifying individuals, groups and entities, such as foundations, corporations, and government agencies, with the linkage, ability, and interest to give in order to qualify prospective donors for further research and cultivation. Implement and utilize a secure data management system to ensure data privacy, store information on current and prospective donors, and enable segmented retrieval and analysis. Collect and analyze current and prospective donor information including demographics, psycho-graphics, interests, values, motivations, culture, ability, giving and volunteer history, relationships, and linkages to select potential donors for particular projects and fundraising programs. Rate current and prospective donors on linkage, ability, and interest to priorities and plan cultivation and solicitation. Communicate and validate relevant donor information with key organizational stakeholders to establish a plan of action for engagement, cultivation, solicitation, and stewardship. The Chairs Source: TeachingEconomics.org 3
6/12/2019 What does your donor look like? Six Markers of Philanthropy Study DonorSearch 2017 $685 Million 1 Million 400 in Giving Individuals Organizations (no outliers) 1. Giving To Your Organization • RFM – Recency – Frequency – Money 4
6/12/2019 2. Giving to Other Organizations 3. Board/Trustee Position Who’s at the Top? 5
6/12/2019 4. Political Giving A single lifetime political gift of $250 puts your constituent in the top 6% of the US population A single gift of $1,000 puts your constituent in the top 1/10th of 1% Virtually every donor with lifetime political giving of $15,000 has made a 4,5,6, or 7 figure charitable gift somewhere • Often the only asset data available • Giftable • Individuals owning $2+ million worth of real estate are in the top 3.5% of your donor pool and give nearly 1/3 of your donation dollars. • Individuals owning$1 million + in real estate comprise 9.3% of your donor pool and are responsible for 40% of your revenue. 5. Value Of Real Estate 6. Public and Private Business Affiliations 6
6/12/2019 D&B / Hoovers for Private Company Details CNBC for Snapshots of Public Company Ownership EDGAR for Detailed Public Company Info 7
6/12/2019 Screenings • BWF Insight (US) • DonorSearch (US) • Factary (UK) • FR&C (Australia) Social Peer • Global-Z (Europe) • Gnosis (Asia) • GG&A Donorscape ()US) • Iwave (US) • Mosaic from Experian Data Modeling (Global) Overlay • Prospecting for Gold (UK) • Sherlock (Global) • Target Analytics (US) Assets • WealthEngine (US) • WealthX (Global) Six Pillars Six Pillars of Fundraising Volunteer Involvement Ethics, Accountability, and Professionalism Relationship Securing the Gift Leadership and Donor Research Management Building Relationship Building Initiate and Develop and Acknowledge Communicate Promote strengthen implement and recognize and validate Initiate and Develop and Promote a Acknowledge Communicate strengthen implement a culture of and recognize and validate relationships comprehensive philanthropy by donor gifts and relevant donor w/ constituents communications broadening engagement in information with via systematic plan to inform constituents’ ways that are key stakeholders cultivation and constituents understanding meaningful to to establish a stewardship about the of the value of donors and plan of action plans designed organization’s giving appropriate to for engagement, to build trust in, mission, vision, the mission and cultivation, and long term and values, values of the solicitation, and commitment to, financial and organization stewardship. the organization ethical practices, fundin g priorities, and gift opportunities 8
6/12/2019 Relationship Building: It’s All About Sustained Engagement & Gratitude Does This Look Like Your Organization? • Very few organizations are calling their $1,000+ donors • The majority of organizations are sending communication from the name of the organization, rather than from a real person • One-third of organizations aren’t calling their donors by name • Most organizations don’t say “thank you” nearly enough • The size of your organization does not determine your ability to communicate effectively Tim Kachuriak, Founder and Chief Innovation and Optimization Officer for NextAfter Engage in conversation 9
6/12/2019 Top “TO DO’s” on LinkedIn • Make sure you have a profile! • Mention your affiliation prominently • Mention your organization in status when attending meetings • Talk about your organization in groups • Identify and profile potential board members, major donors or volunteers • On Your Page(s) • Post about your meetings with photos and videos, tagging individuals and organizations for reach • Share content • On Organizational Page • Like posts • Engage in conversation • Tag photos Top “To Dos” for Facebook Top “To Dos” on Twitter • Browse the lists • Conduct keyword searches • Watch hashtags • Monitor mentions • Use the currency of the network: RTs, Tys, Shrunken URLs, and other forms of acknowledgement 10
6/12/2019 Manage your social life Introducing • A system for building Moves deep, life-long affinity and commitment with Management™ probably donors. • These relationships reliably lead to major gifts. • This is true no matter how you define a major gift. • A “Move” is an opportunity to: – Further cultivate a relationship – Increase awareness of important opportunities – Acquire vital information What is a • Moves cover the whole range of the major gift process. • “Move” Moves can be made by personal visit, phone call, letter or social media • There should be at least 1 per month per probable donor. • All moves have a specific, desired outcome that leads naturally to a planned next step. 11
6/12/2019 • Each major gift probable donor is assigned to a Moves Manager. • This person makes certain the donor is properly cultivated, solicited & thanked for his or her Who Does generosity. • The Moves Manager relies on help from Natural Partners. These can be friends, relatives, What business associates, and social acquaintances of the probably donor. Natural Partners can also be representatives from the organization. • The Natural Partners help create and implement a strategy for securing a major gift. They also participate in the cultivation, solicitation and acknowledgement of the donor. • The Moves Manager also identifies a Primary Player—the Natural Partner to whom the probable donor would have the most difficulty saying “no.” This person asks for the gift. Setting Cultivation Objectives • Too general Traps to • Unrealistic Avoid • Fundraiser-driven Prior to Each • Best possible outcome Call, • Minimum acceptable Determine… outcome How A Director of Development If your with organization is Much Can An executive management, lucky enough to director with A board marketing, have a full time administrative member, with content development help can help from staff, creation and officer, he or personally can manage 5 to You administrative she can cultivate/solicit 10 donors. duties can personally 20 donors. personally manage 100 to cultivate/solicit 125 donors. 50 donors. Manage? Source: “Fundraising Benchmarks for Small Nonprofits ($2M and under)” by Joanna Joslyn 12
6/12/2019 Get a Move On! 1 2 3 Select 10 to 25 Collect easy-to- Identify Natural of your best access research Partners opportunities on each Consult confidentially with Natural Consult Partners Select a Primary Player for each Select probable donor Get Set Develop a strategy for each opportunity Develop & establish preliminary gift objective Plan Plan next seven moves for each Review/Record what transpires in Implement Moves each and every contact Go Refine strategy/gift Fine tune the objectives as planning for next appropriate move 13
6/12/2019 • Periodically review the status of each Keep the and every prospective donor • Refine strategies and objectives and destination plan the next seven moves for each • in mind Add and delete opportunities from your portfolio as appropriate Setting a Higher Standard Six Pillars Six Pillars of Fundraising Ethics, Accountability, Relationship Building and Professionalism Involvement Securing the Gift Leadership and Donor Research Volunteer Management 14
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