key steps for building a major gifts program with sue egles
TRANSCRIPT
Key Steps for Building a Major Gifts Program
Sue EglesPhilanthropic Architect and PartnerInspireinc.ca
TODAY’S PRESENTER
3
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WHAT IS CANADAHELPS?
• A public charitable foundation and registered charity• Through CanadaHelps.org, anyone can donate to
any registered Canadian charity online• We have facilitated over $390 million in charitable
donations online since our launch in 2000• 14,500 charities use us to collect donations and
fundraise online• Over 850,000 Canadians have donated through
CanadaHelps• For donors, CanadaHelps is a one-stop-shop for
giving. For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure
WELCOME TO GIVING MADE SIMPLE!
Defining a major gift
Your must haves
Case for
support
Leadership
Identifying
prospects
Cultivation and
solicitation
Are you ready?
Getting
started
What success looks like
Q and A
Annual Giving
Yearly gifts sourced through:• Direct mail• Monthly / recurring gifts• Telemarketing• Unsolicited gifts• Small online gifts• Tribute / memorial gifts• Purchasing event tickets• Lotteries and draws
Major Gifts
Investments in your mission that include:• Larger sponsorships, planned gifts, one time larger gifts or
multi-year pledges• Gifts are typically directed not unrestricted• Gifts can be designated to a program, capital need,
research or equipment• Face to face requests, well crafted strategy• Gift amount usually greater than $1,000• Partnership with the donor• Implied commitment to keep the donor informed• Package of donor recognition benefits
Major Gift FundamentalsYour must haves…
Systems for managing donations,
communications, proposal
writing, recognition, policies and relationshipsF
un
dra
isin
g
Infr
astr
uctu
re
Each prospect is a mini campaig
n
Solicit
ati
on
S
trate
gyFriend
raising must
precede fundraisin
gC
ult
ivati
on
Link, interest and ability
Pro
sp
ects
Time, talent,
treasure
Lead
ers
hip
Compelling projects and
long term sustainability
plan
Case f
or
Su
pp
ort
Case for support
Key elements• Your mission and strategic directions• Who you serve, how many and the services you provide
(where do you fit within your sector?)• Where do you want to be…?• What are you specific funding needs, why and how much?• How will you sustain yourself in the future?
To better serve persons affected by dementia within our communities, we are committed to raising $750,000 to provide three
years of funding for the following initiatives:
• Enhancing Clinical Support for Clients - Funding Required: $240,000 • Involving the Society in an additional six Memory Clinic locations impacting 800 newly diagnosed
individuals a year. • Developing and implementing a program to ease the transition from home to Long Term Care
homes, including the rural area.• Increasing Rural Outreach - Funding Required: $318,000 • Offering support groups for persons living with dementia and care partners in their rural
communities across the region that address their unique needs.• Hosting education series for persons living with dementia and their partners in care in their rural
communities tailored to their unique needs. • Enhancing Volunteer Support - Funding Required: $118,000• Attracting over 100 volunteers for our Volunteer Companion Program and rural outreach
initiatives.• Hosting annual volunteer appreciation events.
• Increasing Awareness and Knowledge - Funding Required: $50,000• Upgrading and modernizing our resource libraries to include the latest in research and dementia
findings.• Hosting six annual public Speakers Forums with leading experts in the field of dementia.
Case Samples
Volunteer and Staff Leadership
Major gifts need to be anchored across the organization:• At the Board level• In the job descriptions of senior leaders• In a specific staff portfolio• With a group of volunteers
Why?• To create commitment, expand networks, to help with
prospect identification, to build awareness
Fundraising Leadership
What is required?
Fundraising Leadership
Clout and willingness to use it
Comfortable asking for money
Ability and willingness to make a personal gift
A belief in the importance of your mission / personal story
Knowledge of the local community with varying circles of influence
Respect of the community
Time (to be negotiated with each)
Good communication skills
Identifying Prospects
• Current donors• People in your family / stakeholders (direct relationships)• People who know your organization and people who are involved
(indirect relationships)• Businesses that serve your sector• Donors to other branches / others in your sector• Community groups• Select foundations and corporations• Granting agencies
Research and
qualification will
determine who
amongst these will be
prospects
Cultivation
Any activity that moves a prospect closer to making a gift.
A deliberate process that may include:• Face to face meetings• Tours• Lunch, dinner, coffee etc.• Congratulatory notes• Receptions – specifically designed • Events – galas, golf tournaments, ground breaking• Meetings with Board and Staff• Newsletters, information pieces
Solicitation
Critical factors:• The right person, at the right time, for the right amount• Asking a friend to join you is easier than asking a
stranger• Solicitation team must have made their own gift first• Must be donor focused – align with their interests,
consider major giving as a partnership, define benefits, be clear about deliverables and outcomes
• Ensure the solicitation team is trained, briefed and comfortable with their role
• Anticipate reactions and be prepared
How to Tell if You are Ready
• Build a case briefing document• Identify top 30 donors, connectors,
leaders, board / family members and suspects
• Ask for 30 minutes of their time to provide advice
• Ask them about your case (is it supportable, compelling, urgent)
• Ask about your profile and reputation• Ask for names (champions and
prospects)• Ask for fundraising advice• Ask if you can contact them in the future
Conduct a cultivation study
This will tell you….
• If you are on the radar and what to do if you are not• If you have been treating your donors well• If people who know you now would be open to greater
involvement • If your proposed funding needs are of interest
→ this will help you position your needs to meet the need of the community
• What your gaps are…. education, awareness, donor relations, volunteer leadership, culture of philanthropy
• Who are some people that should be on your radar• If you have internal support
The most common finding
The community will tell you your awareness is low
Steps towards implementation
• Take to heart the learnings from your study• Be concerned about telling your story• Polish your policies• Create a volunteer structure to support you• Create a top 25 prospect list• Finalize your case for support• Conduct internal education on what philanthropy means and
how each person can help
Implementation….
• Develop customized plans for cultivation• Arrange meetings to gather advice and qualify prospects (do
your interests align?)• Start with your closest prospects first• Ask!!• Share your success – social media, media release, website,
through your donor’s communication channels• Continue to seek ways to deepen your relationships with
donors (stewardship)
What Success Looks Like
You have taken the time to build relationships You have a strong reputation and live your brand You have done your homework and understand your prospect You have planned and rehearsed You have involved the right people You have well crafted materials that you’re proud of You have asked You have followed-up You have a commitment Your actions indicate you value the donor
More CharityTraining
MYCHARITYCONNECTS
Educational and training opportunities through
MyCharityConnects
www.mycharityconnects.org
UPCOMING WEBINARS
www.mycharityconnects.org/webinars
Top 5 Email Fundraising Tipsby guest speaker Taslim Somani Date: Wednesday, April 16, 2014 Time: 2:00-3:00PM Eastern Time
Jonathan Burns Kevan Osmond
The Future of Volunteer Managementby guest speakers Jonathan Burns and Kevan Osmond Date: Wednesday, April 2, 2014 Time: 2:00-3:00PM Eastern Time
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