5 steps to big money through major gifts steps to big money through major gifts ... •are we a fit...
TRANSCRIPT
5 Steps to Big Money Through
Major Gifts
Gail Perry MBA CFRE
firedupfundraising.com
@gailperrync [email protected]
© Gail Perry 2016
Our Agenda
1. Attitude!
2. Organization-wide commitment.
3. The professional skills for
successful major gifts –
prospecting, approaching the
donor for an appointment, ask
warm-up, the ask itself.
Big Money Thru Major Gifts
What You’ll Get Today
• How to turn your development
office into a money-raising
machine.
• How to get the most out of your
limited time and staff.
• My personal secrets and short
cuts that have helped me raise
hundreds of millions.
GET ALL MY POWERPOINTS HERE
Plus a Free Workbook:
Skyrocket Your Fundraising with a
Major Gifts Program
http://www.gailperry.com/resources-afp-jacksonville/
A Question for You:
How much money do you think
is out there for your organization
BUT
You don’t have the time, resources or
organization to go out and get it?
Mingle Exercise:
What's your
biggest challenge
raising major gifts?
Groups of 3:
What are the
attitudes you need for major gift success?
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5 Major Gift Fundamentals
Major Gift Attitude
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1. You invest in the long
run.
Major Gift
Attitude
2. You are not
ever “selling.”
Major Gift Attitude
3. You are more focused on the overall
relationship with your donor.
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Major Gift Attitude
4. You have to
invest the TIME.
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Want a Million Dollar Fundraising Mindset?
Clean Up YOUR attitude about MONEY
Attitude and Mindset:
Abundance . . . Not Scarcity
Stand in the
Place of Vision
and Possibility. . .
That’s Where the
Power is.
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Best Major Gift Fundraising Mindset:
Cheerfully Aggressive!
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Six STEPS to the Perfect Ask
It Takes an Organization-Wide
Commitment
What is a Culture of Philanthropy?
Everyone in the organization agrees that
fundraising is valuable and important.
What is a Culture of Philanthropy? Everyone in the organization:
Values your
DONORS!
1. Agrees that Fundraising is an important area.
2. Agrees that donors are important and should
be honored.
3. Willing to be supportive.
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5 Major Gift Fundamentals
Rate Your Organization’s Culture of Philanthropy Scale of 1-10
Steps in Major Gift Fundraising
THANK THANK THANK AGAIN
CULTIVATE AND INVOLVE
ASK FOR SUPPORT
IDENTIFY
PROSPECTS
Major Gift Fundraising TIME AND ENERGY INVOLVED
in each step of the cycle
The “profit” in fundraising is in the
major gifts area.
Fundraising EVENT
50%
ANNUAL FUND 25-30%
MAJOR GIFT OR CAPITAL CAMPAIGN
5-10%
Cost per dollar raised of various fundraising strategies
Six STEPS to the Perfect Ask
Step 1:
Identify and Rate Your Prospects
Major Gift Fundraising
Focuses on the lovely FEW donors
at the TOP
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You Can’t
Chase
Everybody!
Forces you to narrow
down your focus.
Identifying Prospects Where Do Barry and Barb Bucks Fit?
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High $$ Low Likelihood
High $$ High Likelihood
Low $$ Low Likelihood
Low $$ High Likelihood
DOLLARS
LIKELIHOOD
Sample Prospect Rating Chart
Ability: A: $1 million D: $25k –99K Likelihood: 1 = high
B: $500k–1 mil E: 10K –25K 2 = medium
C: $100-500k F: $1k -10k 3 = low
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Where to Look for Prospects?
• Current donors
• Past donors
• Grateful patients or
recipients
• Former board
members
• Volunteers
5 Types of
Prospect Research: What are YOUR
favorite ways to find new prospects?
Major Gift Prospect Research
1. Internal Sources First
Your own donor database
Who’s been in touch with the donor
recently?
Have they made a recent gift?
Attended anything lately?
Birthdays? Kids? Business?
Major Gift Prospect Research:
2. What Can You Find Out Online?
Major Gift Prospect Research:
3. Local Networking
Be Out and About In Your
Community!
Major Gift Prospect Research:
4. Read the Paper
Be Well Read on Current
Events
Prospect Research:
5. Hearsay = Local Word of Mouth
Comments from friends and associates are useful, relevant and timely.
Who’s Giving? The Ladies!
A study of affluent older adults
found that
for every $100 men gave,
the women in the same
economic circumstances
gave $258. ”Women Give 2012”
Women’s Philanthropy Institute
Lilly School of Philanthropy
Indiana University
“Boomer and older women are
more likely to give to
charity and give more
than their male
counterparts when other factors affecting giving are
taken into consideration.” ”Women Give 2012”
Women’s Philanthropy Institute at the
Center on Philanthropy at
Indiana University
Don’t forget:
Older Ladies
You have a former donor who has lost
contact with your organization.
Create a strategy to:
Blue: Get in the door.
Yellow: Cultivate your donor.
Red: Warm them up for the ask.
Orange: Make the ask.
• Meet donor at an event.
• Board member introduces you.
• Call to ask for a visit.
• Call to say thank you.
• Call to invite them to an even.
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2. Strategy to Get in the Door
My Favorite Ways to Get In the Door
• Ask for help.
• Are we a fit for your interests?
• Can I run an idea by you?
• Ask about another donor or fundraising strategy.
• Touch base about a project.
• I’ll be in your area can I drop by?
• Ask your advice on something.
Get To Know You As A Donor
Power Questions to Get The
Appointment!
• “I’d love to hear why you chose to
give.
• “What inspired your gift?
• “Would you be willing to have coffee
with me, I’d love to understand your
story.
• “Mr. Jones, you’ve been a donor all
these years. My job is to know our
patrons . .
~Eli Jordfald, Senior Major Gifts Director, Lineberger
Cancer Center, UNC Chapel Hill
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Almost every visit with a prospect is a
“discovery” visit.
3. Strategies To Cultivate Your Donor
3 Objectives for Every Major Gift Visit
#1. A long term
FRIENDLY relationship.
3 Objectives for Every Major Gift Visit
#2. Find out where your donor stands.
Hot buttons?
Likes or dislikes your project?
How far is he away from making a gift?
Timing? Interests?
Competition?
Family or financial pressures?
Level of interest in YOUR project?
3 Objectives for Every Major Gift Visit
3. Get a next step with your prospect.
Can you call her again?
Do you have a reason to follow-up?
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• You are probing
• Find out where the
prospect stands
• “Tell me more about . . .”
What are your impressions?
The True Purpose of This Visit
is
To Get a Second Visit!
Major Gift Power Questions:
1. Asking for Advice
• Tell me what you think about. . .
• Please give me your guidance on . . .
• Can we brainstorm this idea?
• What should I do?
• How could I pull this off?
Major Gift Power Questions:
2. Probing Their Interest
• I’d love to hear about your philanthropy. . .
• What drives your philanthropy?
• What causes are you most passionate about?
• I’d love to know why you are interested in our cause?
• What are your top three philanthropic priorities?
• What would it take for our organization to become one of your priorities?
Major Gift Power Questions:
3. About Our Organization and Our
Project • What is your opinion of our organization?
• What do you think about this big project we are considering?
• Do you support our initiative? Why or why not?
• Tell me what you think about our strategy . . .
• How do you think we can accomplish this goal?
• Do you think we can raise the money?
• Who might be interested in supporting this?
• Who else should be involved?
Step 4: Ask Warm-Up
Ask-Warm-Up Questions
• If you were to make a major gift,
where would you want to focus?
• What would it take for us to be
among your top 3 philanthropic
priorities?
• We are trying to raise $100k this
summer for a specific project. What
do you think we should do?
Listen Your Way to the Gift
Gail’s #1 major gift fundraising
motto:
“When in doubt, shut up!”
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Asking for Permission to Ask:
• “You’ve been so involved, are you ready to talk
about your campaign gift?”
• “May we come chat with you about your possible
involvement and support?
• May we come and discuss your interest in this
project?
• We have an amazing opportunity we’d love to
discuss with you.
I Believe in Advice Visits
• If you want money,
ask for advice.
• If you want advice,
ask for money.
Step 5: The Ask
#1 Solicitation Rule:
When in doubt, shut up!
We were hoping you
would consider
a gift of $xxxx
to help accomplish
yyyy
and make zzzz impact
Use the MPI Formula
Present an Opportunity
“We have the opportunity to . . .”
Thundering Silence!
• Whoever speaks
next loses.
• The donor is having
a committee
meeting in her
head!
An ask is not
an ask
without
followup!
Follow Up!
Gail, we scheduled a visit with our top major
donor.
Thanks to you, we changed our plan with him.
We threw out our presentation and
instead asked for his advice on our
business plan.
He committed to match $1.5 million over five
years, starting with 200k now!!
GET ALL MY POWERPOINTS HERE
Plus a Free Workbook:
Skyrocket Your Fundraising with a
Major Gifts Program
http://www.gailperry.com/resources-afp-jacksonville/
More Resources at
FiredupFundraising.com
• Top 10 Things to Understand About How Fundraising Really Works Today
• 3 Important Goals for Every Major Donor Visit
• The Fundraiser’s Kiss of Death: Talking too Much!
• Top 10 Trends: How Major Donors are Changing & What to Do About It
• 5 Insanely Successful Ideas for Getting the Appointment With Your Major
Gift Prospect
• My #1 Secret to Raising Major Gifts
• Mastering the Soft Skills of Fundraising: 5 Important Tips
• The Advice Visit: Easy Way to Open The Door To Your Major Gift Prospect
• Show Me the Money: How To Move From Friendraising to Fundraising
• How Major Donors are Changing and What To Do About It
• Board Members’ #1 Job: How to Be a Personal Advocate for the Cause