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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!