Move a First-Time Donor Into a Major Donor

Move  a  First-­‐Time  Donor  Into  a  Major  Donor  

!10/2/14  1pm  EDT  

!The  presentation  will  begin  shortly.

Before  We  Get  Started3

This  presentation  is  being  recorded!  !

The  recording  and  slides  will  be  emailed  to  you    later  this  afternoon.  

!Please  chat  in  any  questions  for  our  guest.    

We  will  answer  them  in  the  formal  Q&A  session    at  the  end  of  the  presentation.

3

Founder: Girlstart !

VP Training, Pursuant !

Featured on: Oprah, CNN, the Today Show

!AFP Outstanding

Fundraiser of the Year

rachel.muir@pursuant.com T: @rachelmuir (214) 866.7747

Your speaker !Rachel Muir, CFRE

Welcome!

Tweeting?

!!!!!!!!

@pursuant @bloomerangtech

#bloomerang

Agenda

How do I upgrade donors? Build a

major gift portfolio

!Portfolio metrics Simple

cultivation plans that get

results! Q&A with our expert

1st time donor to major donor

Ask. Thank. Report back.

Donors want to make a difference...

You made me aware.

You asked me to help.

Said it would make a

difference.

I believed you. Gave

what I could.

You told me my gift made a difference.

So I want to help again.

You didn’t tell me I made a

difference…so I gave

somewhere else to make a difference.

Baseline plan to make EVERY donor feel heroic

!Recognition/Cultivation

Step

!Timeline

$1 -

$249

$250 -

$499

$500 -

$999

$1,000 -

$2,499

!Action

Thank You Letter, Signed by ED with Tax Info (On Letterhead)

Within 24 hours X X X X Print Letter for ED to Sign

Handwritten Thank You Note with Client Photo

48 hours X X X X Provide Card

Phone Call from Development Director

48 hours X X X X Provide Number

Note from Goodwill Board Chair 2 weeks X X X X Send Board Chair Info, Card

Call from CEO Within 2 weeks X X X X Provide Number

Invitation to Tour As Appropriate X X X X Send Invite

Note from Employee or Program graduate

2 -3 months X X X X

Identify, Give Stationery

Holiday Card Send in November Every

Year X X X X

Put Together Mailing List

Donor Listing in Annual Report Annual X X X X

Invite to Hall of Heroes Annual X X X X Plan, Organize

Key to upgrading: interests

Do you know… !Why  I  made  my  first  gift  to  you?      

What  I  am  most  passionate  about?  

What  my  top  philanthropic  priorities  are?  

Why  your  cause  matters  to  me?  

What  I  love  about  what  I  do?      

The  best  gift  I  ever  gave  and  why?  

What  projects  are  most  appealing  to  me  and  why?

3

Buildrelationship

Upgrade giving

Find out what matters to them

Reveal interests

Free tools to learn more Google search, set up Google alert

!Add to LinkedIn Network

Follow on Twitter, Pinterest Like their company on Facebook

Zillow.com, PoliticalMoneyLine.com Examine their interaction & behavioral data

Be curious

and strategic

●What is most important to them? ●Who should they meet in the organization? ●What must they experience? ●Are there particular programs or areas that interest them? ●What project could best match their interests? ●What must they receive in return for their gift?

● New donors ● Donors who you don’t

know well ● Donors you think you

can upgrade ● Donors you think you

should downgrade

Focus on donors (not prospects)

Determining interests is a process

Letter (or email)

Call

Non- Responder

letter & survey

Call, email

Final note

Warm introduction and invitation

“Every donor has a story to tell. I want to know your story.”

How to Build a Portfolio

Prospect Identification

ABC’s of Prospect

Identification

Access Belief

Capacity

A is for access. Start with who you know, not who’s rich.

Capacity does not equal interest

Who should be in my portfolio?

Build your portfolio

Examine their behavioral data.

Screen for capacity.

Look at cumulative amounts.

Analyze past giving: largest, loyal, upgrading?

Portfolio metrics

The Right Attributes !

Loves People Self-Motivated

Confident Organized

Ability to Ask !

!Warning  Signs  

!Not  Making  Goals  Always  in  the  office  “Other  Projects”  Downgrading  Goals  Chasing  New  Donors  

!

What makes a great gift officer?

Major Gift

Portfolio

2-3 Visits before ask

50-70% Close ratio

2-3 Face to Face solicitations monthly

12-15 Face to Face visits each month

125-150 People in portfolio

Download the whitepaper

!pursuant.com

Cultivation Plans

Set ask goals for your donors

Apply Cultivation Plan & Ask Goal to Calendar

Questions?

Did you know Pursuant offers classroom and custom training?

!Visit

Pursuantlabs.org

Oct 14: Fearless Fundraising Nov 11: Launch a Successful Capital Campaign

Nov 12: Become a Fundraiser in a Day

Join us in Dallas for training or we’ll come to you.

Dec 2: Engaging your Board in Fundraising

!Visit

Pursuantlabs.org

Become a Fundraiser in a Day Nov.12thHow to build donor loyalty

Build a thriving major gift portfolioQualify, retain & upgrade donors

The art of storytelling

Get one night free hotel!

We don’t convince donors. We help them realize they already care.” “

Marc Koeing, Nonprofit Hub

Thank you!

rachel.muir@pursuant.com Follow us @pursuant.com

Questions?

Thank you!

rachel.muir@pursuant.com Follow us @pursuant.com

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Confident  Fundraising  for   Nonprofit  CEOs  and  EDs  

!Susan  Axelrod  

!10/8  -­‐  2pm  eastern

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