Copyright Marts & Lundy
Major Gift FundraisingA continuous model for identifying and
engaging those donors who are essential to your achieving your mission
Kathleen Hanson
Senior Consultant and PrincipalLeader – Schools Practice Group
Editor, The NAIS Handbook on Marketing Independent SchoolsNESA Leadership Conference – October 2011
2
Our focus
How to maximize large gifts from individuals
without a campaign format.
3
Major Gifts
The concept:
Major gift prospects have the continuing potential to make one-time gifts or multi-year pledges that will meet the larger needs of your school.
4
Some programs are organized by gift level
Major Gifts - $100,000 to $1 million Leadership Gifts - $1 million to $5 million
Principal Gifts - $5 million and up
5
Successful Major Gift Programs
Must exist within an ongoing
development program that has an annual fund and the capability to accept planned gifts
6
Why Major Gifts
• Most schools have effective annual funds; however, they do not seek major gifts unless they are in a campaign. – Result: Many folks leave your school
without being asked for a major commitment
7
Major Gift Program Benefits
Focuses on the timing and interests of the donor
No start and stop times – ongoingIs most effective when the major gift
funding initiatives are discreet projectsTechnology; Outdoor Science Labs
8
What is required?
• Compelling programs• A prospect pool with the capacity and
inclination to assist the school• Staff and volunteers capable of identifying,
cultivating, soliciting and stewarding prospects
9
Major Gift Fund Initiatives
Clearly articulated and evaluated yearly by the Development Committee
Each initiative must be well defined Purpose of the programHow it benefits the students/facultyWhat difference will it make?How will you measure it
10
Prospect Pool
The prospect pool needs to be evaluated based on their capacity to give, their interests, and their affection for the school.
This is highly targeted and individualized.
11
One key element
Involvement - experienced fund raisers know that the primary motivator for a major gift is involvement.
12
The “insider”
The “insider” is fully informed of your plans and wants to help you fulfill them.
13
Structure of the Program
The best way to design the structure is to study your current prospect pool.
What is the capacity of your top prospects? What is your staffing level?
14
A typical major gift officer in a school will have 50 to 60 prospects in their portfolio.They are matching interests with
programsThey are cultivating either in a small
group or individually
15
The development staff must understand why and how major donors make gifts to non profits.They are drawing on their assetsMany prefer a proposal for supportThey will ultimately make a decision
16
Mechanism for Tracking Essential
Management of the process
Management of the gift
Acknowledgement
Stewardship
17
Not unlike a campaign
Major gifts programs have the elements of a campaign; however, they are ongoing and targeted.
They match the school’s need with the donor’s interests and timingThey can provide substantial support
18
Q & A