Upgrade Your Constituents: Turning Visitors into Major Donors
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Transcript of Upgrade Your Constituents: Turning Visitors into Major Donors
Upgrade Your Constituents: Turning Visitors into Major Donors
PRESENTED BY KEITH CURTIS
AND ROSITA BRADHAM
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Keith is president of The Curtis Group and the chair of Giving USA
Foundation
Rosita is a principal consultant at Blackbaud, Inc.
Donor Pyramid
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Major &
Planned Donors
Highly Valued/
Loyal Donors
Annual Donors
Occasional/Event Donors
Fundraising Best Practices
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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
Building Donor Relationships
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Spend time with donors; not a transaction
Build trust
Develop emotional connection
Become a philanthropic priority
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WHAT IS A MAJOR GIFT TO YOU?
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HOW DOES YOUR ORGANIZATION CURRENTLY
CULTIVATE MAJOR DONORS?
2013 Giving: $335.17 billion
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INCLUDING BEQUESTS AND
FAMILY FOUNDATIONS,
ABOUT 9 OUT OF
EVERY 10 DOLLARS
COMES FROM INDIVIDUALS
Recipients of 2013 Gifts
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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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WHY DO YOU GIVE?
HNWI: Motivations for Giving
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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
HNWI: Why They Don’t Give
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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
HNWI: Why They Don’t Give
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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
HNWI: Summary
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Focus giving on smaller number of nonprofits
See giving as investment
To be a philanthropic priority, cultivation is important and
unique to every prospect
Cultivation Steps
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Before you can invite, you must:
Identify
Inform/Interest
Involve
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HOW DO YOU STAY IN TOUCH
WITH YOUR TOP DONORS?
Identify Best Prospects
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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
Cultivation Plan
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1.
2.
3.
4.
5.
Identify
Inform/Interest Prospects
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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
Cultivation Plan
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Inform/Interest
1.
2.
3.
4.
5.
Involve Prospects
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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
Cultivation Plan
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Involve
1.
2.
3.
4.
5.
Implement a Stewardship Plan
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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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WHAT CREATIVE WAYS HAVE YOU AND YOUR
ORGANIZATION CULTIVATED DONORS?
What Donors Want
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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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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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