upgrade your constituents: turning visitors into major donors
DESCRIPTION
By Rosita Bradham and Keith CurtisTRANSCRIPT
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Upgrade Your Constituents: Turning Visitors into Major Donors
PRESENTED BY KEITH CURTIS
AND ROSITA BRADHAM
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2 #bbcon
Keith is president of The Curtis Group and the chair of Giving USA
Foundation
Rosita is a principal consultant at Blackbaud, Inc.
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Donor Pyramid
3 #bbcon
Major &
Planned Donors
Highly Valued/
Loyal Donors
Annual Donors
Occasional/Event Donors
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Fundraising Best Practices
4 #bbcon
Religion
IdentifyWho are potential donors?
Develop individualized plans for engagement
CultivateListen and involve
Meet face to face
Make it personal
SolicitWho is best person to ask?
Tell story and ask donor to join you in person
StewardFollow up and engage
Provide info on impact of support
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Building Donor Relationships
5 #bbcon
Spend time with donors; not a transaction
Build trust
Develop emotional connection
Become a philanthropic priority
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6 #bbcon
WHAT IS A MAJOR GIFT TO YOU?
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7 #bbcon
HOW DOES YOUR ORGANIZATION CURRENTLY
CULTIVATE MAJOR DONORS?
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2013 Giving: $335.17 billion
8 #bbcon
INCLUDING BEQUESTS AND
FAMILY FOUNDATIONS,
ABOUT 9 OUT OF
EVERY 10 DOLLARS
COMES FROM INDIVIDUALS
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Recipients of 2013 Gifts
9 #bbcon
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Where Dollars Go
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Source: “2010 Study of High Net Worth Philanthropy” by Bank of America, Merrill Lynch & Indiana University Center on Philanthropy
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11 #bbcon
WHY DO YOU GIVE?
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HNWI: Motivations for Giving
12 #bbcon
Make a difference
Have a meaningful relationship with nonprofit
Know and respect people involved (board and staff)
Understand mission and needs
Able to see measurable results
Feel communication has substance, is meaningful and consistent
Personally asked for gift
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HNWI: Why They Don’t Give
13 #bbcon
They’re not asked
Prior giving unacknowledged/not acknowledged enough
Provided insufficient information by nonprofit
Asked by the wrong person
No direct personalized appeal
No one asked them to give again
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HNWI: Why They Don’t Give
14 #bbcon
Top reason why HNWI stopped giving to a nonprofit:
“Too frequently solicited or
asked an inappropriate amount”
Source: 2012 Study of High Net Worth Philanthropy by Bank of America
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HNWI: Summary
15 #bbcon
Focus giving on smaller number of nonprofits
See giving as investment
To be a philanthropic priority, cultivation is important and
unique to every prospect
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Cultivation Steps
16 #bbcon
Before you can invite, you must:
Identify
Inform/Interest
Involve
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17 #bbcon
HOW DO YOU STAY IN TOUCH
WITH YOUR TOP DONORS?
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Identify Best Prospects
18 #bbcon
Start with current donors:
Major gift donors
Loyal, consistent donors with capacity to make major or
planned gifts
One time donors with capacity
Volunteers
Prospects with relationship to board
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Cultivation Plan
19 #bbcon
1.
2.
3.
4.
5.
Identify
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Inform/Interest Prospects
20 #bbcon
Educate them about your mission and its results
Have a conversation, listening is critical
What’s their motivation for getting involved?
Connect with them emotionally
What is the right fundraising match for each prospect
Find out prospect’s idea of ROI
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Cultivation Plan
21 #bbcon
Inform/Interest
1.
2.
3.
4.
5.
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Involve Prospects
22 #bbcon
Ask for advice
Open doors
Participate in campaign planning study
Take part in a mission related activity
Volunteer
Serve on a committee
Join the board
Consider a current/planned gift
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Cultivation Plan
23 #bbcon
Involve
1.
2.
3.
4.
5.
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Implement a Stewardship Plan
24 #bbcon
A written document outlining cultivation steps
Identify, evaluate, and assign solicitors to prospects
Schedule in-person meetings with potential donors
Invite prospects and current donors on tours
Ensure donors are properly cultivated and ready to be asked
Communicate frequently with donors through phone calls,
thank-you notes, and newsletters
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25 #bbcon
WHAT CREATIVE WAYS HAVE YOU AND YOUR
ORGANIZATION CULTIVATED DONORS?
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What Donors Want
26 #bbcon
Be updated on last gift before being asked again
Feel appreciated—receive thank you calls and one-on-one communication
Have a meaningful relationship with organization
Know what you intend to do with their gift
Know their gift makes a difference
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27 #bbcon
Don’t forget to complete
a session survey! Each completed survey enters you into a drawing to win a
complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be
exchanged, applied to, or combined with any other offer.
Feeling powered on for your mission?
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28 #bbcon
curtisgroupconsultants.com
blackbaud.com