move a first-time donor into a major donor
DESCRIPTION
Converting a first-time donor into a major donor is easier than you think. If you are ready for a plan to get there, join our special guest Rachel Muir, CFRE, VP of Training at Pursuant, who will show you performance metrics to help you work smarter, not harder, to upgrade donors and manage your portfolio efficiently.TRANSCRIPT
Move a First-‐Time Donor Into a Major Donor
!10/2/14 1pm EDT
!The presentation will begin shortly.
Before We Get Started3
This presentation is being recorded! !
The recording and slides will be emailed to you later this afternoon.
!Please chat in any questions for our guest.
We will answer them in the formal Q&A session at the end of the presentation.
3
Founder: Girlstart !
VP Training, Pursuant !
Featured on: Oprah, CNN, the Today Show
!AFP Outstanding
Fundraiser of the Year
[email protected] T: @rachelmuir (214) 866.7747
Your speaker !Rachel Muir, CFRE
Welcome!
Tweeting?
!!!!!!!!
@pursuant @bloomerangtech
#bloomerang
Agenda
How do I upgrade donors? Build a
major gift portfolio
!Portfolio metrics Simple
cultivation plans that get
results! Q&A with our expert
1st time donor to major donor
Ask. Thank. Report back.
Donors want to make a difference...
You made me aware.
You asked me to help.
Said it would make a
difference.
I believed you. Gave
what I could.
You told me my gift made a difference.
So I want to help again.
You didn’t tell me I made a
difference…so I gave
somewhere else to make a difference.
Baseline plan to make EVERY donor feel heroic
!Recognition/Cultivation
Step
!Timeline
$1 -
$249
$250 -
$499
$500 -
$999
$1,000 -
$2,499
!Action
Thank You Letter, Signed by ED with Tax Info (On Letterhead)
Within 24 hours X X X X Print Letter for ED to Sign
Handwritten Thank You Note with Client Photo
48 hours X X X X Provide Card
Phone Call from Development Director
48 hours X X X X Provide Number
Note from Goodwill Board Chair 2 weeks X X X X Send Board Chair Info, Card
Call from CEO Within 2 weeks X X X X Provide Number
Invitation to Tour As Appropriate X X X X Send Invite
Note from Employee or Program graduate
2 -3 months X X X X
Identify, Give Stationery
Holiday Card Send in November Every
Year X X X X
Put Together Mailing List
Donor Listing in Annual Report Annual X X X X
Invite to Hall of Heroes Annual X X X X Plan, Organize
Key to upgrading: interests
Do you know… !Why I made my first gift to you?
What I am most passionate about?
What my top philanthropic priorities are?
Why your cause matters to me?
What I love about what I do?
The best gift I ever gave and why?
What projects are most appealing to me and why?
3
Buildrelationship
Upgrade giving
Find out what matters to them
Reveal interests
Free tools to learn more Google search, set up Google alert
!Add to LinkedIn Network
Follow on Twitter, Pinterest Like their company on Facebook
Zillow.com, PoliticalMoneyLine.com Examine their interaction & behavioral data
Be curious
and strategic
●What is most important to them? ●Who should they meet in the organization? ●What must they experience? ●Are there particular programs or areas that interest them? ●What project could best match their interests? ●What must they receive in return for their gift?
● New donors ● Donors who you don’t
know well ● Donors you think you
can upgrade ● Donors you think you
should downgrade
Focus on donors (not prospects)
Determining interests is a process
Letter (or email)
Call
Non- Responder
letter & survey
Call, email
Final note
Warm introduction and invitation
“Every donor has a story to tell. I want to know your story.”
How to Build a Portfolio
Prospect Identification
ABC’s of Prospect
Identification
Access Belief
Capacity
A is for access. Start with who you know, not who’s rich.
Capacity does not equal interest
Who should be in my portfolio?
Build your portfolio
Examine their behavioral data.
Screen for capacity.
Look at cumulative amounts.
Analyze past giving: largest, loyal, upgrading?
Portfolio metrics
The Right Attributes !
Loves People Self-Motivated
Confident Organized
Ability to Ask !
!Warning Signs
!Not Making Goals Always in the office “Other Projects” Downgrading Goals Chasing New Donors
!
What makes a great gift officer?
Major Gift
Portfolio
2-3 Visits before ask
50-70% Close ratio
2-3 Face to Face solicitations monthly
12-15 Face to Face visits each month
125-150 People in portfolio
Download the whitepaper
!pursuant.com
Cultivation Plans
Set ask goals for your donors
Apply Cultivation Plan & Ask Goal to Calendar
Questions?
Did you know Pursuant offers classroom and custom training?
!Visit
Pursuantlabs.org
Oct 14: Fearless Fundraising Nov 11: Launch a Successful Capital Campaign
Nov 12: Become a Fundraiser in a Day
Join us in Dallas for training or we’ll come to you.
Dec 2: Engaging your Board in Fundraising
!Visit
Pursuantlabs.org
Become a Fundraiser in a Day Nov.12thHow to build donor loyalty
Build a thriving major gift portfolioQualify, retain & upgrade donors
The art of storytelling
Get one night free hotel!
We don’t convince donors. We help them realize they already care.” “
Marc Koeing, Nonprofit Hub
Questions?
Free educational resources »
https://bloomerang.co/resources
•Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-‐Up •Bloomerang TV
!!!
Next (free!) webinar: !
Confident Fundraising for Nonprofit CEOs and EDs
!Susan Axelrod
!10/8 -‐ 2pm eastern
https://bloomerang.co/resources/webinars