John M. Flynn, Principal Petrus Development June 23, 2009.

Major Gift Giving: A Strategy for Success

John M. Flynn, PrincipalPetrus Development

June 23, 2009

FUNDRAISING AS A MINISTRYFundraising is a ministry that invites

people to become involved in our church in a profound way. When they invest in your mission they give their heart more deeply to the Church.

People love to give to God’s work.

The benefactor’s need to give is always greater than the organization’s need to receive.

© 2009 Petrus Development , LLC

SUCCESSFUL CATHOLIC FUNDRAISING

Invites people to become involved in the mission & ministry of the church in a profound way

Fosters authentic relationships with benefactors

• On-going & based on trust

• Know the individual & their family

Rooted in Hope, Life and Faith


THE MAIN GOALTo identify those who may be interested in your mission, cultivate the relationships, and enhance communications so these individuals and groups are ready to be invited to participate in your ministry.

1. IDENTIFY a large group of stakeholders

2. INFORM them about the good work you are doing

3. INVOLVE others in your ministry

4. Invite them to INVEST in your ministry


VALUE OF MAJOR GIFTS

Larger gifts often:• Set the pace for giving• Inspire confidence• Build leadership• Give credibility• Create momentum • Insure success in reaching the goal

Historical givers are the best candidates for future gifts

People give because they are asked to give

Benefactors respond to specific requests & peer solicitation

Be enthusiastic and persistent - Don’t be apologetic© 2009 Petrus Development, LLC

TABLE OF GIFTS - $60,000

Gift RangeNumber

of Donors

Cumulative Number of Donors

Number of Prospects

Number of Prospects Needed

Amount per Range Raised

Cumulative Amount Raised

$6,000 1 1 (5:1) 5 $ 6,000 $ 6,000

$4,500 1 2 (5:1) 5 $ 4,500 $ 10,500

$3,000 2 4 (5:1) 10 $ 6,000 $ 16,500

$2,100 3 7 (4:1) 12 $ 6,300 $ 22,800

$1,700 3 10 (4:1) 12 $ 5,100 $ 27,900

$1,400 5 15 (4:1) 20 $ 7,000 $ 34,900

$1,200 7 22 (3:1) 21 $ 8,400 $ 43,300

$900 7 29 (3:1) 21 $ 6,300 $ 49,600

$600 10 39 (3:1) 30 $ 6,000 $ 55,600

$0 - $599 14 53 (2:1) 28 $ 4,400 $ 60,000

© 2009 Petrus Development, LLC

“BOTTOM LINE” GOALSMonthly support goals:

$750 - End of first training

$1500 - August 31st of Year 1

$1800 - End of Year 1





Your Story is About the People,

Not About the Money.

RELATIONSHIP BUILDING Philanthropic Process FOCUS

Discovery

Cultivation

Solicitation

Stewardship

Win

Build

Invite

Send


WHAT IS CULTIVATION?

Cultivation is the process of developing a more meaningful relationship between the prospective benefactor and the organization seeking financial support.© 2009 Petrus Development, LLC

CULTIVATION TAKES TIME


Cultivation brings people closer to your ministry.

People give to People!

WHAT IS CULTIVATION?


Cultivation nurtures the relationship & understanding about:

The benefactor

Their capacity to give

Their involvement with ministry/programs in the past, present, & planned involvement in the future

Other philanthropic support

The benefactor’s understanding of your organization, ministry & needs

DISCOVERY & CULTIVATION CALLS

Develop the relationship

Develop rapport

Share personal stories of why you are involved

Share personal information about your family, friends, etc

Find out about their family, friends, business/profession, etc



Listening is more important than talking

Discovery and Cultivation calls should always involve more questions answered by the prospective benefactors than by the staff member

• What motivates the benefactor?

• What does the benefactor want?

• Think like the benefactor…put yourself in his or her shoes



Steps to a Visit:1. Set the Appointment2. Do your research

• Get to know the prospective benefactor

3. Prepare for the visit• Develop a script & anticipate potential

objections

4. Visit5. Thank you 6. Follow-up Action Plan


SET THE APPOINTMENT Introduce yourself

State that you are calling on behalf of yourself for FOCUS

Don’t discuss the case over the phone

Be honest about time requested

• Approx. 30- 45 minutes


STEPS TO A SUCCESSFUL VISIT


1. Casual conversation- “small talk”

2. Present need and case for the

ministry

• Be inspirational and enthusiastic

3. Request the specific gift

4. Listen and handle prospect’s

response

5. Follow-up and closure

SMALL TALK

It is all Relationship-building!

• Get to know more about the person• Be yourself• Ask about family, connection to

ministry, business, etc.• Take note of home or office

furnishings and photos


Remember… You know more about this than they do!

PRESENT THE NEED Explain exciting things going on with

your ministry Recount stories of how individuals have

been impacted by FOCUS Cite numbers that show growth and

opportunity• Stay focused on your ministry

• Don’t build your case by tearing others down

Mention how students are being formed in faith

Describe the vision for the future of the ministry


Let the prospect know that continued financial support is crucial to continue ministry & elevate it to the next level

Be confident

Expect success

REQUEST A SPECIFIC AMOUNT !!!!!!!


MAKE THE REQUEST

I Made the Request!

Now what?


Until this point you

controlled the agenda,

now it is time for you

to sit back & LISTEN!

WAIT FOR IT!


“He who speaks first loses.”Ancient Christian Development Proverb

ANTICIPATE FOUR RESPONSES

Yes! • 10% of responses• Thank them! • Complete the

paperwork

No • 5% of responses• Ask Why

• Is there something they don’t understand?

• Is this an informational meeting?


ANTICIPATE FOUR RESPONSES

A Lesser Amount is Offered• 15% of responses• Graciously accept

best possible gift• If you think they

can do better, defer a decision & follow up in 5-7 days

Need time to think it over• 70% of responses• This is not a NO &

good news!• Schedule a follow

up call in 5-7 days


Schedule a specific date to call

“I will call you next Thursday or Friday. Which is better for you?”

NEVER leave it with

“Call me when you decide!”


SCHEDULING THE FOLLOW UP

“On behalf of FOCUS, thank you for your time and your prayers for our success.”


SAY THANK YOU

GIFT REQUESTS: WHY THEY SUCCEED Top Priority and Sense of Urgency

Plan Followed

Solicitors Make Gifts First

Compelling Case

Time Table Followed

Sights Kept High

Personal Passion for the Cause© 2009 Petrus Development, LLC

WHERE DID MY WEALTHY DONORS GO?

Top two reasons donors stopped supporting a charitable organization:

“No longer feeling connected to the organization” (57.7%)

“Deciding to give to another cause.” (51.3%)

Bank of America Study of High Net-Worth Philanthropy

Center for Philanthropy at Indiana University© 2009 Petrus Development , LLC

ROADBLOCKS TO SUCCESS

Procrastination

An apologetic approach

Not asking


STRATEGY FOR SUCCESS

Be Bold Have Faith Ask!!


Questions?


John M. Flynn, Principal Petrus Development June 23, 2009.

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