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How to Build Your Major Gifts Pipeline to Create a Stronger Prospect Pool and Make More
Asks! Presented by: Vanessa Chase
Slide + Bonus Materials:
http://bit.ly/midleveldonors
Vanessa Chase
Fundraising and Communications Strategist
www.TheStorytellingNonprofit.com
Over $10 million raised
But there was a problem. . .
300 New Major Gifts Prospects!!
25% Increase in Revenue!!
Let’s Get to Know Each Other!
Our Agenda Today! • The biggest challenges of growing a major gifts
program • What a mid-level donor portfolio is and why it is
the best way to grow your fundraising program • How to set up your mid-level donor portfolio -
including segmentation and data management • Tips for successful donor prospecting • How to begin more intentional engagement with
the mid-level donor segment • How to build relationships with mid-level donors • Ideas for moves management and upgrading gift
levels
What Is a Mid-Level Donor? Program?
It’s Whatever You Define It To Be!
The Challenges
Who is going to manage the mid-level donors?
Keeping the segment manageable
Moves Management
Your donors might be startled!
What’s been the biggest challenge for your non-profit ?
The Benefits
Your BEST Major Gift Prospects Are Already in Your Database!
Higher Return on Investment
It’s Not About Making Asks!
How to Create Your Mid-Level Donor Program
Slides and Bonus Material: http://bit.ly/midleveldonors
How to Create Your Mid-Level Donor Program - Step #1
Find Your Segment
Define your threshold
How to Create Your Mid-Level Donor Program - Step #1
Find Your Bottom
How to Create Your Mid-Level Donor Program - Step #1
Total amount of gift given between (top) and (bottom) Year = 2013, Jan 1 to Dec 31 Does not have a solicitor Is not deceased
How to Create Your Mid-Level Donor Program - Step #2
Organize Your Data
How to Create Your Mid-Level Donor Program - Step #2
Organize Your Data
How to Create Your Mid-Level Donor Program - Step #2
Slides and Bonus Material: http://bit.ly/midleveldonors
How to Create Your Mid-Level Donor Program - Step #1 and #2
Action Items • Build your query and run it • Decide if the volume is
manageable • If not, adjust your bottom number
until it works for your organization • Decided on a way to “tag” the
segment
How to Create Your Mid-Level Donor Program - Step #3
Setting up the Infrastructure
How to Create Your Mid-Level Donor Program - Step #3
Setting up the Infrastructure
How to Create Your Mid-Level Donor Program - Step #3
Setting up the Infrastructure
Moves Management
How to Create Your Mid-Level Donor Program - Step #3
Process Documentation
How to Create Your Mid-Level Donor Program - Step #4
Developing Your Approach
How to Create Your Mid-Level Donor Program - Step #4
How to Create Your Mid-Level Donor Program - Step #4
How many touch points did they receive in
the last year?
How to Create Your Mid-Level Donor Program - Step #4
How to Create Your Mid-Level Donor Program - Step #4
How to Create Your Mid-Level Donor Program - Step #4
How to Create Your Mid-Level Donor Program - Step #4
How to Create Your Mid-Level Donor Program - Step #3
Webinar Bonus: Mid-Level Donor Plan Template
Bonus Materials: http://bit.ly/midleveldonors
How to Create Your Mid-Level Donor Program - Step #5
Implementing Your Approach
How to Create Your Mid-Level Donor Program - Step #5
How to Create Your Mid-Level Donor Program - Step #5
Webinar Bonus: Phone Call Scripts
Bonus Materials: http://bit.ly/midleveldonors
How to Create Your Mid-Level Donor Program - Step #5
How to Create Your Mid-Level Donor Program - Step #5
How to Create Your Mid-Level Donor Program - Step #5
• Are they increasing their giving without
further prompting • Are they married? Do they have kids? • How long have they been giving • How have they reacted to you connecting
with them? • What are their philanthropic goals?
How to Create Your Mid-Level Donor Program - Step #6 Upgrading Your Prospects
Slides and Bonus Material: http://bit.ly/midleveldonors
How to Create Your Mid-Level Donor Program - Step #6
Have a conversation about their giving: • You’ve been giving for a long time and we’re so
appreciative of your partnership. Have you been satisfied with how your gifts have been used?
• Have there been any projects that have really resonated with you? Or perhaps a certain part of our work?
• Have you ever considered making a more significant gift?
How to Create Your Mid-Level Donor Program - Step #6
If they say yes. . . • What’s prevented you from making that gift? • What are your philanthropic goals? • How can I help you realize them?
How to Create Your Mid-Level Donor Program - Step #6
If they say no . . .
• “Part of my job is ensuring that our donors feel like they are having a great philanthropic experience with our organization, so I was just asking to see if there was some way that we could better meet your needs.”
• “We have a couple of really great projects coming up and we’re looking for a few key philanthropic partners to help us gift them off the ground. As someone who has been a donor for a number of years, I thought that something like this could be an opportunity you might want to consider.”
How to Create Your Mid-Level Donor Program - Step #6
How to Create Your Mid-Level Donor Program - Step #6
How to Create Your Mid-Level Donor Program - Step #6
How to Create Your Mid-Level Donor Program - Recap
• How to create your mid-level donor segment • Ideas for managing the data and the program • Building an engagement plan • How to break the ice and build better relationships • Ideas for cultivation and upgrading
Final Thoughts
Focus on getting to know your donors and taking good care of them.
What’s your #1 takeaway from today’s webinar?
Thank you for joining us today!
Questions after the webinar?
Email: vanessa@thestorytellingnonprofit.com
Twitter: @vanessaechase
Slides and Bonus Materials: http://bit.ly/midleveldonors
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