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“The Magical Number” Determining Ask Amounts for the

It Just Takes One Campaign

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Introduction

• Purpose

• Goals

• Definition

• Set the right tone

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Fundamental Steps

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• Use the Range of Gifts table

• Build your prospect list

• Keep volunteers involved

Fundamental Steps

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The Range of Gifts Table

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Build Your List

• Identify current relationships

• Ask for suggestions – use your volunteers

• Build with good information

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Three Approaches

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• Using the JMS and minimum approach

• Segmenting your list

• Screening potential donors

Three Approaches

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1. Set an initial minimum amount

2. Verify your initial minimum

3. Identify JMS prospects

4. Hold Board Campaign meeting

5. Hold Flooring Gifts meeting

6. Verify your goal

The JMS and Minimum Approach

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Consider these variables:• List size < 3000• Previous donors > 500• Campaign experience = 1st or 2nd year• Flooring Gifts volunteers = board members

Best Fit

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• Review original Range of Gifts Table• Revise Range of Gifts Table• Use volunteer input throughout the process

Step 1: Set an Initial Minimum

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Minimum Amount ROG$50,000 Goal

Number of Gifts

Gift Amount Total at Gift Level

Cumulative Total

2 $10,000

(JMS)

$20,000 $20,000

30 $1,000 $30,000 $50,000

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Step 2: Verify Your Initial Minimum

• Involve leadership

• Ask key questions

o Every board member?

o Sufficient JMS prospects to reach goal?

o Enough other prospects to reach goal?

o Enough volunteers?

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Step 3: Identify JMS Prospects

• Donors who contributed $2,000+ but under gave

• Donors who gave $2,500+ in response to non-personal solicitation

• Known philanthropists that Club can access

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Step 4: Board Campaign Prospect Assignment Meeting

• Purpose

• Sample agenda

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Step 5: Flooring Gifts Prospect Assignment Meeting

• Purpose

• Sample agenda

• List information

o Name

o Contact information

o Relevant giving history

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Step 6: Verify Your Goal

• Use the Range of Gifts Table

• Inform leadership

• Identify strategies to reach the goal

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Further Segment Your List Approach

For this approach:

1. Begin with the “best fit” approach

2. Further segment your list to develop ask amounts between the minimum amount and the Jeremiah Milbank Society level

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Best Fit

• List size: Any size

• Previous donors > 500

• Campaign experience = 1st or 2nd year

• Flooring Gifts volunteers = board members

and one or two others

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Steps

1. Set minimum ask amount

2. Identify Jeremiah Milbank Society prospects

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Step 3: Further Classify Prospects

• Flooring or JMS

• Flooring categories

o $5,000

o $2,500

o Minimum amount

• Follow guidelines

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Guidelines for Previous Donors

• Use grid

• Consider other factors

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Grid for Donors

Guidelines for Donors

   

  Frequency of giving  

Last Gift Amount Number of Gifts in Last 3 Years

$1 to $499 1 2 3+  

$500 to $999 1 2 3+  

$1,000 to $1,999 1 2 3+  

$2,000 to $4,999 1 2 3+  

$5,000+ 1 2 3+  

   

    Minimum Flooring Ask Amount

  Suggested Ask Amount Key:   $1,500 to $2,500  

    $2,500 to $5,000  

    JMS Invitation  

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Four Factors and Worksheet

• Access

• Philanthropy

• Involvement

• Range of Gifts Table

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Non-donor JMS Characteristics

• $5,000+ gifts to others and

• Direct access; and

• Involved (or cheat a little)

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Non-donor Flooring Characteristics

• Direct access and willingness

• Involved but never personally asked

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Step 4: Verify With Committees

• Sample Agendas

• Worksheet

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Electronic Screening Approach – Best Fit

• 3,000+ in database

• 1,000+ donors

• 2nd+ year of campaign

• Personal appointments with 2%

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Electronic Screening Approach - Timing

• Identify a vendor and get additional info about the vendor requirements and services

• Engage vendor services, with a contract in November or December

• Receive results and consulting on use of results in January

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Final Thoughts

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• Make the Range of Gifts Table very visible

• Keep the mission out front

• Donors make the best solicitors

• Asking is better than not asking

Final Thoughts

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Conclusion

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• Use the Range of Gifts Table in developing ask amounts

• Consider a minimum ask amount if appropriate

Conclusion

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• Identify and rate your best Jeremiah Milbank Society prospects

• Identify and rate your best Flooring Gifts prospects

• Learn about using electronic screening to find your best prospects

Conclusion

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