5 steps to raise big money with major gifts

Hello  and  Welcome!  

25 Year Veteran Monthly Webinars Weekly Newsletter

Guidestar Columnist Blog Resources

“Fired-Up Fundraising”

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Gail Perry CFRE Consultant, Coach, Author, Speaker

Gail’s  Next  Webinar  Dec.  7  

Last  Minute  Holiday  Giving  Strategies  to  Put  Your  Over  Goal  

•  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐line  giving  spikes.      

•  Exactly  what  to  say  in  your  year-­‐end    appeals.      

•  Who  makes  last  minute  gi>s,  and  what  they  want  to  hear.  

•   Specific  strategies  that  are  proven  to  work  at  the  very  end  of  the  year.  •  Last  minute  tweaks  to  your  web  site  to    strengthen  your  call  to  acDon  and  

your  last  minute  gi>s.    

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Housekeeping  

•  Use  headphones  for  best  sound  •  Call  KrisJna  334-­‐246-­‐1712  if  you  need  help:  •  Use  an  ethernet  cable  instead  of  wireless.  •  Shut  down  Internet  programs  (email,  instant  messaging,  browsing,  uploads/downloads)  

•  Switch  to  the  phone  number  (may  be  a  toll  call  depending  on  your  calling  plan)    

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Send in Your Questions at Any Time

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Big  Money  Thru  Major  Gi[s    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  Jme  and  staff.  

•  My  personal  secrets  and  techniques  that  have  helped  me  raise  hundreds  of  millions.    

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Why  Focus  On  Major  Gi[s?    Cost  per  Dollar  Raised  

EVENT     50%  

ANNUAL  FUND   30%  

MAJOR  GIFT  OR  CAPITAL  CAMPAIGN   10%  

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Narrow, narrow, narrow down your focus (especially if you are small)

The Major Gift Process

THANK THANK THANK AGAIN

CULTIVATE AND INVOLVE

ASK FOR SUPPORT

IDENTIFY PROSPECTS

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Overview of a Major Gift  

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5  Simple  Steps  to  Major  Gi[s    

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Major  Gi[s  

Ask    

CulJvate  

Prospects   Tell  Your    Story  

 Track    

Step  1:  Tell  Your  Story  

– Who?  – What?  

– Why?  

– SIMPIFY,    

– Simplify  

– Simplify    

Your  Story!  •  POSITIVE  big,  bold,  

exciJng,  meaningful.  

•  EmoJonal  appeal.  

•  Not  about  bricks  and  mortar,  what  happens  inside.  

•  Urgency!  •  “If  you’re  fired  up,  you  

can  ask  anybody  for  anything!  

Step  2:  Your  Prospect  List  

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Who Are Your Prospects?  

•  Current Donors – giving has jumped

•  Former Donors

•  Former board members

•  People you know are interested in your cause

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How  to  Analyze  Your  Prospects  PotenJal  and  Likelihood  

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Ability  $$   Likelihood  

Prospect  RaJng  Chart    How  Much  is  Your  Prospect  Base  Worth?  

Ability:                Likelihood:            

A:  $1  million      D:  $25k  –  99K    1  =  high      B:  $500k      E:    10K  –  25K    2  =  medium      C:  $100k  -­‐  $500k    F:  $1k  -­‐  $10k    3  =  low          

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How  to  Set  Your  Goal          

•   Add  up  your  potenJal    

•  Cut  it  by  1/3  •  That’s  how  much  you  can  raise  

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Leverage Your Board’s Contacts

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Give  All  Board  Members  Jobs  •  Those  That  Can  Ask  

Must  Ask  

•  Small  socials  

•  Host  Tours  

•  Advice  Visits  and  CulJvaJon  Calls  

•  Thank  You  Visits  

•  Accompany  You  on  

Calls  

Assign  Natural  Partners  

•  A  Team  

•  Who  Knows  

Prospect  Best?  

Step Two: Cultivation

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From a Suspect to a Prospect The Discovery Call

•  Call to ask for appointment

•  Call to say thank you

•  Call to invite them to an event to learn more

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How to Find Out What Turns Them On? Ask!

•  “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 . .

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Donor Conversation: What Are Your Impressions?

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What Exactly Does Cultivation Look Like?  

•  Involve

•  Connect over and over

•  Face time

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Custom Strategies for Different Types of Donors

Listen Your Way to the Gift

When in doubt, shut up!

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When I get ready to talk to people, I spend two thirds thinking about what they want to hear . . . and one third thinking about what I want to say.

Abraham Lincoln

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Learn As Much as Possible About Mr. Prospect  

Hobbies, interests, religion,

honors, recognitions,

business, giving history, hot

buttons, involvement history,

family contact history

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Cultivation He Will Enjoy!

•  One on one personal visits

•  Ask to serve on your board

•  Meet with your CEO

•  Honor him

•  Private tours

•  Ask to host major donor

events

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The whole point of cultivation is to

get your prospect as passionate

about your project as you are.

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The Advice Visit

If you want money, ask for advice. If you want advice, ask for money!

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Ask Warm Up: When Is He Ready and Will He Give?

•  “You’ve been so involved in our cause, are you ready to

talk about your campaign gift?”

•  “We’d like to come talk to you about an important project at

our organization.”

•  “If you were to make a major gift, where would you want to

focus?

•  “Of all the things we do, what appeals to you most”

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Reconnaissance: 7 Questions Is He Ready To Be Asked?  

•  Who Asks? •  Use a team

•  Who is asked?

•  Couple together? Their

kids? Their parents?

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Reconnaissance  

•  When?

•  Where?

•  Amount?

•  Values?

•  Project?

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Steps in the ASK

•  Warm Up – Social Conversation

•  Tell your STORY

•  ASK by Presenting the Opportunity

(always specific amount – specific purpose)

•  Donor’s Response - Discussion

•  Closing, Set Followup Steps

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Volunteer Can Say:

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•  “Join with me to make this happen.

•  I support this group and it’s worthy and deserving of your support as well.

•  I’ve made a five year pledge to this group because I want to invest in its future. Please join me and other top supporters and consider making a gift now. Our combined support will be no less than transformational.”

Laura Fredricks, “The Ask – how to Ask Anyone for Any Amount for Any Purpose”

The Ask- Don’t Forget: •  Would you consider a gift of xxx for yyyyy?

•  Specific amount for specific purpose

•  What will the gift be used for?

•  How many other gifts are at this level? And who gave them?

•  Why the gift is needed now?

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Basic Pointers for ALL ASKS  

EMOTION They are Flattered when you ask

Personal Vision POSSIBILITIES

satisfaction JOY!

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Listen Your Way to the Gift

•  Use your radar and focus on the donor’s

body language

•  Note the donor’s questions

•  Anticipate the donor’s reaction and plan for it

•  Never ever be aggressive or too salesy!

•  Thoughtfully respond to each concern

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When to Shut Up

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Wrapping Up The Ask Discussion

•  Set your time for following up –

exactly when

•  Repeat the gift amount, purpose

and benefits of the gift

•  Be positive and upbeat

•  Thank the donor for listening and

considering

•  Remind the donor what’s at stake

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“NO” Means. . .

“Not Now”

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The Ask Followup

•  Get back in touch

cheerfully and often.

•  Followup letter – keep the

momentum and sense of

urgency.

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Step 5: Create and Enforce A Management System

1. Your Team

2. Monthly Strategy Session

3. Moves Management

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Monthly Strategy Session

1. Review the prospect list.

2. What happened?

3. Anything new to add?

4. Create new strategies.

5. Assign next steps.

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Set Priorities With Moves Management

1. ID Top 10 = Once a month

2. ID Next 20 = Every 2 months

3. ID Next 30 = Every 3 months

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Reevaluate and reorder your list monthly

Thank you! How to Raise As Much $ As Humanly Possible

1. Step One – Craft Your Story

2. Step Two – Narrow Down Your Prospects

3. Step Three – Cultivate - Warm Up Your Donors

4. Step Four – Ask - Tell Your Story and Present the Opportunity

5. Step Five – Create A Management System and Enforce It

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Gail’s  Next  Webinar  Dec.  7  

Last  Minute  Holiday  Giving  Strategies  to  Put  Your  Over  Goal  

•  Help  you  maximize  those  last  two  days  of  the  year  when  on-­‐line  giving  spikes.      

•  Exactly  what  to  say  in  your  year-­‐end    appeals.      •  Who  makes  last  minute  gi>s,  and  what  they  want  to  hear.  

•   Specific  strategies  that  are  proven  to  work  at  the  very  end  of  the  year.  

•  Last  minute  tweaks  to  your  web  site  that  will  strengthen  your  call  to  acDon  and  your  last  minute  gi>s.    

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www.gailperry.com  Join  me  on  December  7!  

Last  Minute  Strategies  for  Year  End  Fundraising