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Major Donor Prospecting

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Major Donor Prospecting. The 10% Rule. 10% of donors give 90% of donations. Individuals Give More. Giving USA 2008: http://www.aafrc.org/press_releases/gusa/GivingReaches300billion.pdf. ?. Internal Questions . What is a major gift ? How do we treat major donors differently?

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Presentation Transcript
the 10 rule
The 10% Rule
  • 10% of donors give 90% of donations
individuals give more
Individuals Give More

Giving USA 2008: http://www.aafrc.org/press_releases/gusa/GivingReaches300billion.pdf

internal questions

?

Internal Questions
  • What is a major gift?
  • How do we treat major donors differently?
  • How do you store and leverage data?
  • What’s a realistic workloadof prospects?
internal questions1
Internal Questions

?

  • What is a major gift?
    • $100? $250? $1,000
  • How do you treat major donors differently?
    • Less appeals?
    • Board solicitation?
    • Face-to-face visits?
data assets

?

Data Assets
  • How do you store your data assets
    • Secure back-up vs. E.D.’s head
    • Database is not plural
  • How do you leverage your data assets
    • Zoho and SalesForce offer free CRM tools
    • eTapestry is free for < 500 records
    • Capture data on major donors
    • What data do you keep
what data do you keep
What Data Do You Keep?

?

  • Amount sought
  • Affiliation with the organization.
  • Is donor actively involved? How?
  • Who on staff / Board does the donor know?
  • Does a current donor know the prospect?
  • Identify the donor’s motivational triggers
  • Chart the donor’s giving patterns
  • What are the donor’s affiliations (Boards, Clubs, etc.)?
capacity

?

Capacity
  • What’s realistic in terms of the number of prospects?
    • Mission and fundraising (not vs.)
    • E.D., Board, staff, existing donors
    • In virtually every case – must ASK
    • Your organization will be hurt more not by those who say “no” but by those who would have said “yes” if asked
current donors
Current Donors
  • 7 x more likely to get a gift from a past donor
  • Select top prospects
    • Search by recent amount - gifts of >= $500 received in past year
    • Search by lifetime amount – accumulated gifts >= $1,000
    • Search by number of lifetime gifts (not including monthly donors)
donors to sister organizations
Donors to Sister Organizations
  • Environmental
  • In your community
  • Find contact Info
    • www.whitepages.com
    • SBOE http://www.sboe.state.nc.us/VoterLookup.aspx
    • Tax records http://indorgs.virginia.edu/portico/assessors.html#nc
  • Uniformity in information / Source code
foundation trustees
Foundation Trustees
  • 990 Sleuthing with Foundation Finder

http://foundationcenter.org/findfunders/foundfinder/

    • By city
    • By state
    • By zipcode
  • Review 990’s
    • Who? How Much? To Whom?
    • Pages 6, 10, 11
  • Capture trustee names
fall into your lap donors
Fall Into Your Lap Donors
  • Back off and establish a relationship
  • Set up a face-to-face visit
  • Ask and listen
  • What prompted the call?
putting it all together
Putting It All Together
  • Don’t compete at the mailbox
    • You can’t milk a cow through the mail
  • Get the meeting
  • Who makes the ask
stewardship
Stewardship
  • Active listening
  • Message their motivational triggers
  • Build mutually beneficial relationships
  • Let them know why THEIR gift is important
  • Say thank you
  • Rinse, repeat!
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