Major Gifts: Stories & Strategies

April 16, 2013

Linda McNay, Ph.D.

Please take a card!

•E. Delony Sledge

•H. Jackson Brown Jr.

•Rosie O'Donnell.

Today’s Agenda

• 3 stories• 3 keys to fundraising

success• Write your own story.

E. Delony Sledge

E. Delony Sledge

E. Delony Sledge

Cultivation.

E. Delony Sledge

$0-$100,000!

E. Delony Sledge

Planned Gift?

H. Jackson Brown Jr.

H. Jackson Brown Jr.

• $25 to a telefund student.

H. Jackson Brown Jr.

February 8, 1994

-Telephone call

-Follow up note.

H. Jackson Brown Jr.

February 15, 1994

-The visit.

H. Jackson Brown Jr.

February 16, 1994

-Call report

-Follow up.

H. Jackson Brown Jr.

March 15, 1994

-Letter from the provost.

H. Jackson Brown Jr.

September 1, 1994-The alumni solicitation.

Results?

Best direct mail solicitation ever!

H. Jackson Brown Jr.

September 19, 1994

-A special response!

H. Jackson Brown Jr.

Alumni Magazine

H. Jackson Brown Jr.

October, 1994-Alumni solicitation #2.

H. Jackson Brown Jr.

November 28, 1994-Cultivation call.

H. Jackson Brown Jr.

December 29, 1994.

H. Jackson Brown Jr.

January 6, 1995.

H. Jackson Brown Jr.

March, 1995-Call report.

H. Jackson Brown Jr.

Rosie O’Donnell

The Sheltering Arms Mission

To serve working families with high quality, affordable child care and education and

comprehensive support services, as well as to provide professional development for early childhood educators an community

outreach.

Rosie O’Donnell

Surprise!

For All Kids Foundation

“Every child is a gift, strengthening our community, our humanity, and our hope for the future."

$100,000 Request for a new facility

Results?

White Rose Gala

Types of Gifts

•AnnualMajor•Capital•Endowment•Planned.

What is your definition of a major gift?

Who is a Major Gift Prospect?

• Connection

• Good relationship

• Ability to give

• Past giving history

• Desire for recognition.

Gift Grid Identification Involvement Solicitation

methodSolicitation relationship

Solicitation frequency

Driven By Source

Small gift • in-house• purchase list

• minimal • mail• phone• event• front desk

• impersonal • yearly or more

• institution • current income

Major gift • past donors• suspects

• established relationships

• face-to-face • peer• president• executive

director• officer• board

member• volunteer

• every 3-5 years

• donor • income/ assets

Mega gift • past donors• life event• inheritance• sale of stock

• personal relationship

• strong feelings

• specific interest

• personal, evolves over time

• stewardship•issue•upfront

• one who donor trusts, admires, believes in

• once or more

• donor desire for change “pay-back” recognition

• assets/ estate.

The Major Gift “ASK”

• Face-to-face• Right timing• Right person• Right amount• ASK• Listen• Anticipate objections• Provide follow-up.

• Everyone is a prospect

• Anyone can solicit a major gift

• Anyone can close a major gift.

It’s the little things that mean the most…

• Dream big

• Think outside the box

• Take a risk.

• Define your mission

• Do your research

• Engage volunteers, staff and others within the community

• Match institutional needs with donors interests.

• Be creative

• Be memorable

• Be consistent

• Practice good stewardship

• Retain your sense of humor

• Share the good news.

Integrating With the Rest of the Development Office

• Management and accountability of staff– Define in writing yearly expectations and

quantifiable goals jointly decided between supervisor and professional• Dollar benchmark goals

– Qualification calls– Cultivation calls– Solicitations– Stewardship calls

• # contacts• # prospects.

Evaluating Your Major Gift Program

• How did we do in comparison to our written major giving plan? Number of proposals? Dollars raised?

• Are major giving initiatives consistent with the strategic plan?

• Was each major gift prospect “developed” successfully according to their level of awareness, understanding, involvement and commitment?

• Is the staffing and budget sufficient to support gift potential?

Lessons Learned

• Define what a major gift is for YOUR organization

• Identify and assign prospects

• Personal cultivation and solicitation

• Measure results

• Repeat.

Questions?

Thank You.

Write your own story.