Building A Community Of Individual Supporters
17
How To Build A Community of Supporters Presented by Laura Kaufman, Partners in Effective Philanthropy
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Learn how to build a strong and sustainable base of individual donors for your nonprofit.
Transcript of Building A Community Of Individual Supporters
How To Build A Community of Supporters
Presented by Laura Kaufman, Partners in Effective Philanthropy
What We Will CoverWho GivesWhy Individuals GiveWhere the Money GoesStages of Individual Donor Work:
PlanningProspect Research Cultivation “The Ask” Stewardship
Staffing An Individual Donor Program
Who Gives?
Indi-viduals
75%
Bequests8%
Foundations13%
Corporations5%
Total 2009 = $303.75 Billion
Source: Giving USA 2010
Where the Money Goes:
Religion33%
Education13%Foundations
10%
Human Services9%
Pub/Society Ben8%
Health7%
Arts4%
Intl3%
Environment2% Other
11%
Total $$ Given 2009 = $303.75 Billion
Source: Giving USA 2010
Why Individuals Give: To Make A Difference
Connection to CauseConnection to Person AskingOthers in their Social Circle
DoOut of GratitudeOut of Duty/ObligationTo Leave a LegacyFor Public RecognitionOut of GuiltFor a Tax BreakBecause They Were AskedBecause They Were Inspired
Giving Trends Future Giving Plans by Age Segment
Source: Convio, The Next Generation of American Giving, March 2010
Giving Trends, continued
Source: Convio, The Next Generation ofAmerican Giving, March 2010
Giving Trends, continuedGiving Channels
Checkout
Mail Gift Shop
Website Event Tribute 3rd Party
Vendor
0
10
20
30
40
50
60
Source: Convio, The Next Generation of American Giving, March 2010
Stages of Individual Donor Work
Planning
Prospect Research
Cultivation
AskingStewardship
PlanningQuestions to Ask
What is our fundraising goal? (Based on industry benchmarks & past performance)
Who will we approach?Should we target big, small,
mid-size donors? Longevity?How:
Mail phone Events Face-to-face Social media
When?Who will do the work?
Typical Donor Plan for $100,000Gift
Range# of gifts needed
# prospects required
Subtotal
Cumulative total
Cumulative %
10,ooo 1 4 10,000 10,000 10%
7500 1 4 7500 17,500 18%
5000 2 8 10,000 27,500 28%
3500 3 12 10,500 38,000 38%
2800 3 12 8400 46,400 46%
2300 5 20 11,500 57,900 58%
2000 7 28 14,000 71,900 72%
1500 7 28 10500 82,400 82%
1000 10 40 10000 92,400 92%
≤ 1000 15 60 7600 100,000 100%
TOTALS 54 216 100,000Source: http://blackbaud.com
Prospect Research:Where to Find Prospects
Current Donors who can be upgraded
Lapsed DonorsBoard MembersVolunteersStaffClients – current & pastFriends & Family of Board
members, volunteers & clientsPeople who give to sister
organizationsPeople who come to org.
events/programs
Cultivation
Inform &
Inspire
•Tell prospects about the organization’s work first before asking for money
•If possible, show them the work you do or let them meet someone who has benefitted
Involve
•Connect potential donors to the cause
•Learn all you can about their interests and connect them to part of program that matches their interest
•Communicate regularly, but not excessively to keep potential donors up with your work
AskingUse different strategies that “feed” each other
The Ask
Events
Website
Face to Face
Social Media
3rd Party Vendor
Stewardship
Build Long-term
Support
Send a “Thank
You”
Regular & Timely
Updates
Give Donor Recognitio
n Cultivate Donor as
Ambassador
Plan for Next Steps
in Relationshi
p
Staffing Your Individual Donor Program• Schedule regular time for planning • Schedule Board & FR Committee
planningPlanning
• Schedule Regular Collection of Prospects
• Schedule time to reach out to prospects
Prospecting
• Plan cultivation strategies• Follow-up on strategy implementationCultivating• Prepare asking materials• Schedule time to ask & support others
askingAsking
• Follow-up on outstanding asks• Plan “moves” for each donor or set of
donorsStewarding
Building A Community of Supporters
Partners in Effective Philanthropy,
2010
www.Change4YourDollar.comLicensed under a Creative Commons Attribution 3.0 License
