major gift fundraising done easily

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Major Gift Fundraising Done EASILY from the donor’s perspective

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Page 1: Major Gift Fundraising Done EASILY

Major  Gift  Fundraising  Done  EASILY  

from  the  donor’s  perspective

Page 2: Major Gift Fundraising Done EASILY

Your  Presenter  »  

Jay  B.  Love    CEO  and  Co-­‐Founder  of  Bloomerang    !

•  30  Years  of  Technology  Leadership  •  Over  20,000  Database  Installations  •  Former  Founder  &  CEO  of  eTapestry  •  Former  CEO  of  Master  Software/Fund-­‐Master  •  AFP  Board  Member  •  AFP  Ethics  Committee  Chairman  •  Center  on  Philanthropy  at  IU  Board  Member  •  Innovation  Fund  at  Butler  University  Board  Member  •  Gleaners  Food  Bank  Board  Member  •  Co-­‐Chair  of  Indianapolis  YMCA  Capital  Campaign

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stop  sign  image

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EngagementAS IL Y

Major  Gift  Success  »  

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• Family  life  • Hobbies  • Career  • Education  • Aspirations  • Passions  • Why  they  give

Know  the  donor  »  

Page 7: Major Gift Fundraising Done EASILY

norman  rockwell  family  image

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• Find  and  involve  they  have  relationships  with  • Make  all  interactions  fun  (delight  them!)  • Provide  them  with  (relevant)  volunteer  opportunities  • Use  their  talents  wisely  • Make  sure  they  know  multiple  people  in  the  org

Become  part  of  the  family  »  

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Page 10: Major Gift Fundraising Done EASILY

Calculate  engagement  »  

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• Scoring

Calculate  engagement  »  

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• Scoring  • Create  a  year-­‐long  plan  for  engagement

Calculate  engagement  »  

Page 14: Major Gift Fundraising Done EASILY

Amy  Eisenstein  »  

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Sample  Cultivation  Plan  »  

Free  pdf  at  www.tripointfundraising.com

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• Scoring    • Create  multi-­‐year  plan  for  engagement  • Use  the  0%,  10%,  90%  rule

Calculate  engagement  »  

0%

10%

90%!

Page 17: Major Gift Fundraising Done EASILY

Engage  new  donors,  or  else  »  

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EngagementAskS IL Y

Major  Gift  Success  »  

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stop  sign  image

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Donor  communications  »  

“Successful  appeals  are  quite  simple.  At  heart,  they  are  love  letters  to  donors  and  prospects,  woven  through  with  clear  cries  for  help.”  !-­‐Tom  Ahern, Bloomerang  Donor  Communications  Head  Coach

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Beginning  of  mail

End  of  mail

Elapsed  time:  1-­‐3  seconds

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You’re  trying  for  “mental  nods.”

Tom’s  Secret  to  Success  »  

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Keep  the  donor  at  the  center.

Tom’s  Secret  to  Success  »  

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It’s  not  about  you. It’s  about  the  donor.

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Not  you. The  donor.

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Not  you.

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The  donor.

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Don’t  bore  them.

Tom’s  Secret  to  Success  »  

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Get  them  into  a  fight.

Tom’s  Secret  to  Success  »  

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Remember  your  SMIT.

Tom’s  Secret  to  Success  »  

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“Focus  on  the  SMIT  (single  most  important  thing)  you  want  to  tell  someone,  right  now.  Ideally  focused  on  a  story  about  an  individual.”

                               -­‐-­‐  Jonathon  Grapsas

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Personalize!  »  • Use  their  name  • Use  the  pronoun  “you”  • Include  an  audience  attribute    • (“as  a  parent,  you  know…”)  

• Include  geography    • (“as  a  resident  of…”)  

• Handwritten  touches,  or  all  handwritten

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Acknowledgements  »  

• Share  stories,  not  success  • Prove  that  it  was  worthy  of  their  support  • Tell  how  money  was  spent  • Multiple  modes  of  communication  (phone,  in-­‐person)

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EngagementAskSystemIL Y

Major  Gift  Success  »  

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team  image

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All  interactions  must  be  recorded    and  accessible  to  everyone.

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butler  u  image

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EngagementAskSystemIntelligenceL Y

Major  Gift  Success  »  

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data  image

Public  Info  is  Good  Info  Provided  by  the  Donor  Better!

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5  best  indicators  »  

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5  best  indicators  »  

1. Previous  Giving  To  Your  Nonprofit

https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors

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5  best  indicators  »  

1. Previous  Giving  To  Your  Nonprofit  

2. Giving  to  Other  Nonprofits

https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors

Page 45: Major Gift Fundraising Done EASILY

5  best  indicators  »  

1. Previous  Giving  To  Your  Nonprofit  

2. Giving  to  Other  Nonprofits  3. Participation  as  a  

Foundation  Trustee

https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors

Page 46: Major Gift Fundraising Done EASILY

5  best  indicators  »  

1. Previous  Giving  To  Your  Nonprofit  

2. Giving  to  Other  Nonprofits  3. Participation  as  a  

Foundation  Trustee  4. Federal  Political  Giving

https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors

Page 47: Major Gift Fundraising Done EASILY

5  best  indicators  »  

1. Previous  Giving  To  Your  Nonprofit  

2. Giving  to  Other  Nonprofits  3. Participation  as  a  

Foundation  Trustee  4. Federal  Political  Giving  5. Real  Estate  Ownership

https://bloomerang.co/blog/5-­‐indicators-­‐for-­‐identifying-­‐the-­‐best-­‐potential-­‐donors

Page 48: Major Gift Fundraising Done EASILY
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hugging  image

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EngagementAskSystemIntelligenceLegacyY

Major  Gift  Success  »  

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legacy  image

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When/how  to  ask  »  

• Okay  to  introduce  after  2  years  of  giving

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When/how  to  ask  »  

• Okay  to  introduce  after  2  years  of  giving  • Do  it  in  person

Page 54: Major Gift Fundraising Done EASILY

When/how  to  ask  »  

• Okay  to  introduce  after  2  years  of  giving  • Do  it  in  person  • Base  it  on  a  project  opportunity

Page 55: Major Gift Fundraising Done EASILY

When/how  to  ask  »  

• Okay  to  introduce  after  2  years  of  giving  • Do  it  in  person  • Base  it  on  a  project  opportunity  • Legacy  can  be  increased  over  time

Page 56: Major Gift Fundraising Done EASILY

When/how  to  ask  »  

• Okay  to  introduce  after  2  years  of  giving  • Do  it  in  person  • Base  it  on  a  project  opportunity  • Legacy  can  be  increased  over  time  • Be  aware  of  family  needs

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EngagementAskSystemIntelligenceLegacyYou

Major  Gift  Success  »  

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Remember  »  

• Strive  for  continuous  improvement  and  education

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Remember  »  

• Strive  for  continuous  improvement  and  education  • Become  a  donor  yourself  and  see  what  other  people  do  that  works

Page 60: Major Gift Fundraising Done EASILY

Remember  »  

• Strive  for  continuous  improvement  and  education  • Become  a  donor  yourself  and  see  what  other  people  do  that  works  

• Build  relationships  with  estate  planning  attorneys,  financial  planners  and  CPAs  to  educate  yourself

Page 61: Major Gift Fundraising Done EASILY

Remember  »  

• Strive  for  continuous  improvement  and  education  • Become  a  donor  yourself  and  see  what  other  people  do  that  works  

• Build  relationships  with  estate  planning  attorneys,  financial  planners  and  CPAs  to  educate  yourself  

• Give  someone  the  opportunity  to  leave  a  legacy!

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Remember  »  

“We make a living by what we get. We make a life by what we give.” — Winston Churchhill

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Questions?

Page 64: Major Gift Fundraising Done EASILY

images  via:  https://www.flickr.com/photos/jimjanuary/  

https://www.flickr.com/photos/84388958@N03/  https://www.flickr.com/photos/leitakma3y/  https://www.flickr.com/photos/wonderlane/  https://www.flickr.com/photos/yogendra174/  https://www.flickr.com/photos/joshme17/  https://www.flickr.com/photos/seanhobson/  

[email protected]  !

https://bloomerang.co/resources