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Using Marketing Techniques To Build Donor Relationships Demystifying Major Gifts Presented by:

Using Marketing Techniques To Build Donor Relationships Demystifying Major Gifts Presented by: George C. Ruotolo, Jr., CFRE, Chairman & CEO Ana Dabrowski, Associate September 13, 2013. Head Scratcher…???. What’s The Problem?. Fear? Knowledge? Initiative?. Let’s Bury The Fear.

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Using Marketing Techniques To Build Donor Relationships Demystifying Major Gifts Presented by:

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  1. Using Marketing Techniques To Build Donor Relationships • Demystifying Major Gifts • Presented by: • George C. Ruotolo, Jr., CFRE, Chairman & CEO • Ana Dabrowski, Associate • September 13, 2013

  2. Head Scratcher…???

  3. What’s The Problem? • Fear? • Knowledge? • Initiative?

  4. 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

  5. Knowledge? • Major gifts are synonymous with • capital campaigns • (not always) • Annual fund case

  6. Initiative

  7. What Does A Successful Major Gifts Program Look Like ? . . .How Do You Get There? • Identify • Cultivate relationships • Solicit personally • Receive MGs • Grow • Nurture • . . .OR. . .

  8. Sustained Major Gifts Programs Identify Acknowledge Solicit Cultivate Engage Steward

  9. Configure The Team

  10. Building A Culture Of PhilanthropyIt’s Everyone’s Job. . . L U T C U R PHIL E AN THROPY

  11. MAJOR GIFTS PROGRAM

  12. HQ What Are You Afraid Of? What’s the worst that can happen?

  13. Fundraising Is All About The Relationships 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.”

  14. Major Gifts In 3 Acts. . . • The Who • Developing the Relationship • The Proposal

  15. Two Components To Philanthropy FINANCIAL CAPACITY $ Income/Assets INCLINATION TO GIVE Desire to support Reason Common interest Relationships

  16. Third Component??? • Relationship

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

  18. Analyzing/EvaluatingYour Database

  19. Screening/Research

  20. Focus On Top Prospects Quantity and quality will be determined by MG history, your resources, i.e. staff, volunteers etc.

  21. ACT II – The Relationship • What steps do we take to strengthen the relationship?

  22. Importance Of Personal Contact It says… • The donor is important. • Our need is significant. • The request deserves • personal attention. • We need an opportunity for dialogue.

  23. What Makes The Prospect “Tick”? • Let’s start with a visit without an “ask”. • Engage in conversation. • Turn off the voice inside your head(listen).

  24. ACT III – The Proposal

  25. How Do You Know It’s Time? • What tells you it’s too soon? • What suggests they are ready?

  26. What Makes A Story? • Plot • Characters • Events • Outcome • Lesson • Call to action

  27. Storytelling About Life

  28. Respectful ConfrontationJoe Weston • 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 • Practice respectful: self, engagement, offense, defense • A confrontation should never be a conflict. . .

  29. Breaking The Rules Of Asking

  30. Can’t Ask? Point $500,000 $250,000 $200,000 $200,000 $100,000 $100,000 $100,000 $100,000 $100,000 $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 $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 • Additional pledges between $3,000 and $15,000 Total Needs: $5 Million

  31. What You Hear…It’s More Important Than What You Say!

  32. Top 10 Solicitation Mistakes • Never ask/indicate a specific request • Don’t offer strategies to maximize their gift (extend pledge, delayed start of payments) • Don’t follow-up in a specific time frame • Don’t create a sense of importance and urgency • Answer unasked questions • Talk too much and fail to listen • Act like a beggar • Assume the prospect has consented to the gift because they see you • Fail to build the case and lay the groundwork for the ask • Treat all prospects the same

  33. Thank you. . . Thank you. . . Thank you!

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