THE CATHOLIC SCHOOL FUNDRAISING PROGRAM

THE CATHOLIC SCHOOL

FUNDRAISING PROGRAM

Presented by:George C. Ruotolo, Jr., CFREChairman & CEOAna Dabrowski, AssociateSeptember 12, 2013

2012 Contributions: $316.23 billion by source of contributions(in billions of dollars – all figures are rounded)

33

2012 Contributions: $316.23 billion by type of recipient organization(in billions of dollars – all figures are rounded)

34

Changes in giving by source 2010-2011 and 2011-2012, and 2010-2012 cumulative (in current dollars)

Changes in giving by type of recipient organization, 2010-2011 and 2011-2012, and 2010-2012 cumulative (in current dollars)

Five Pedestals of Successful Fundraising

Institution - Unique Characteristics

Need –Today &Tomorrow

Constituency/Volunteers

Plan –1 year/3 year

Expertise/Initiative

Assessing Your Program

Culture ofPhilanthropy:•Board Participation•CEO Engagement•Staff

Segmentation of Donor Base

Varied Solicitation Strategies

Social Media/Communication

Stewardship

Annual Case

Major Gift Activities

Planned Giving

Capital Campaign

Plan

Four Key Components for Today

Prospecting

Natural Constituencies

vs. New Friends

Analyzing/EvaluatingYour Database

Screening/Research

Cultivation

FOUNDATION REPS

ALUMNI

PARENTS

COMMUNITYLEADERS

FRIENDS

PAST PARENTS

MEMBERS

CORPORATE REPS

RELIGIOUSLEADERSLOCAL

BUSINESSES

RESULT

o Identifyingo Screeningo Invitingo “Conversations”o Assessingo Cultivationo Involvemento Strategyo Askingo Thanking

Leadership

Donor

ACT II – The Relationship

What steps do we take to strengthen the relationship?

Importance of Personal Contact

It says…The donor is important.

Our need is significant.

The request deserves personal attention.

We need an opportunity for dialogue.

Let’s start with a visit without an “ask”.

Engage in conversation.

Turn off the voice inside your head (listen).

What Makes the Prospect “Tick”?

What Makes A Story?

Plot Characters Events Outcome Lesson Call to action

Asking

Head

Scrat

cher

…??

?

What’s the Problem?

Fear?Knowledge?Initiative?

Let’s Bury the Fear. . .

“You have to be in it to win it. . .”“Nothing ventured, nothing gained. . .”“ Step up to the plate. . .”

Understand yourself…understand others

Knowledge?

Major gifts are synonymous with capital campaigns . . .

(not always)

Annual fund case

Initiative

What Does a Successful Major Gifts Program Look Like ? How do you get there?  

Identify Cultivate

relationships Solicit personally Receive MGs Grow Nurture

. . .OR. . .

Sustained Major Gifts Programs

Identify

Cultivate Solicit

Acknowledge

EngageSteward

Configure The Team

What Are You Afraid Of?What’s the worst that can happen?

Fundraising Is All About The Relationships

Seal: “Let’s go collect seashells!”

Shark: “Okay, but if we run into any of my friends, pretend like I was just about to eat you.”

Seal: “Yeah. . .no problem.”

Major Gifts In 3 Acts. . .

The WhoDeveloping

the Relationship

The Proposal

FINANCIAL CAPACITY

$Income/Assets

Two Components to Philanthropy

INCLINATION TO GIVEDesire to support

ReasonCommon interest

Relationships

Third Component???

Relationship

ACT I – The Who

Where do we start Segment the

database Financial capacity Loyalty The mil $ bus driver (Don’t prejudge)

Breaking the Rules of Asking

• Additional pledges between $3,000 and $15,000

Total Needs:$5 Million

$500,000

$25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000$25,000 $25,000 $25,000 $25,000 $25,000 $25,000

$100,000 $100,000 $100,000 $100,000 $100,000

$250,000

$200,000 $200,000

$75,000 $75,000 $75,000 $75,000$75,000 $75,000 $75,000 $75,000

$50,000 $50,000 $50,000 $50,000 $50,000$50,000 $50,000 $50,000 $50,000 $50,000

Can’t Ask? Point

What You Hear…It’s More Important Than What You Say!

Top 10 Solicitation Mistakes1. Never ask/indicate a specific request.2. Don’t offer strategies to maximize their gift (extend pledge, delayed

start of payments).3. Don’t follow-up in a specific time frame.4. Don’t create a sense of importance and urgency.5. Answer unasked questions.6. Talk too much and fail to listen.7. Act like a beggar.8. Assume the prospect has consented to the gift because they see you.9. Fail to build the case and lay the groundwork for the ask.10. Treat all prospects the same.

Stewardship

Thank you. . .Thank you. . .

Thank you!

Keeping in touch without always asking…

Sometimes the message is on target, but it still misses the mark. . .