John Greenhoe, CFRE

Discovering Major Donors

`

A Missing Resource

• The Ask Important, But

• The ID Call Must Also be

Emphasized

• Must Be Done Face to Face

AFP Quick Poll

What causes most apprehension?

Twenty-six percent—Involving Board in Fundraising

Twenty-five percent—Calling on a Prospective Donor

Eighteen percent—Making the Ask

Twelve percent—Writing a Grant Application

Eight percent—Other

Six percent—Writing Fundraising Copy

Five percent—Using New Technology March-April 2011 Quick Poll

“Identification calls are often a most difficult – and frequently scary – process for so many fundraisers.”

--Gail Perry

“Cold calling can be the most challenging part to raising money.”

--Laura Fredricks

What the Experts Say…

To Maintain Donor Pipeline

To Increase Donor Retention

To Create Pool of Major Donor

Prospects

Why Discovery Calls?

Prospect’s Ability to Give

You may already have evidence of this

Interest in Your Organization

Inclination to “One Day” Consider a Major Gift

Purpose of the Discovery Call

My story

Two years of ID calls

Final month of capital campaign

Secured eight major gifts

($10,000 USD or more)

They Really Work!

Today’s Session

• Overcoming the Obstacles

• Making Contact Strategically

• Conducting the Discovery Call

• Continuing the Relationship

Wealth Screening – A Piece of the Puzzle

Volunteers Can Help, But …

Professional Staff = “Heavy Lifting”

Reality Check

Checklist

• Institutional Buy-In

• Resources

• Research

Thorough Review of Database – Potential

Patience

Dollar Goals Modest – At First

Look at Cost to Raise a Dollar

Setting Expectations

Before You Start

• The Right Mindset

• Project the Positive

Who Do You See First?

Prospect A

Annual Gifts Last Three Years, Rated at $50K USD

Prospect B

One Small Gift 10 Years Ago, No Other Giving, Rated at $500K

Where to Start

Insider Help

• Involving Your Volunteers as Door Openers

• The Secret Weapon – Your Major Gift Donors

Making Contact Strategically

• Walk in Their Shoes

• Donor-Centric Approach

• Provide Value

• What Can You Offer?

Warming the Phone Call

• Introductory Letter

•Mailed at least a week before call

• Purpose of Visit

•To Inform

•To Assess

•To Ask Advice

The Intro Letter

• Who You Are

• Your Purpose

• Why the Prospect Should

Respond/Participate

The Intro Letter

• Introduction from Person of Authority

• Purpose

• Share Strategic Plan

• Get to Know Constituents

Other Ways to Warm

• Email

• Fax??

• Postcards

• “Opting In”

Headline

• #1

• #2

• #3

• #4

Phone Call Strategies

OARS Method

•One Hour Each Day

•At Least Seven Calls Per

Prospect

•Recycling Your Prospects

•See Them or Cross Them Off

• Vary the Times When You Call

• Try the Office First

• Early Morning, Late Afternoon Can Be Productive

Phone Call Strategies

Voice Mail Strategies

• Leave a Message!

• Brief but Compelling

The Voice Mail

• Be Prepared

• Be Clear

• Be Concise

• Be Compelling

• Be Welcoming

• Be Reachable

• Be Persistent

Your Message

• Hi, this is John Greenhoe. I'm a development officer in the College of Education at Western Michigan University. My phone number is 269-555-6526. Mr./Mrs./Dr. __________, I've been asked to contact some of our most outstanding alumni to update them on our latest education initiatives and also to ask for their advice. I'd greatly appreciate it if you would return my call at your earliest convenience. Again, my number is 269-555-6526.”

Why Won’t They Call Me Back?

• Consider Major Life Events

• Overseas Trip

• Recently Promoted

• Death in Family

• Just had a Baby

• Sick/In Hospital

• Just Got Married

The Gatekeeper

• Make Them an Ally

• Gain Their Insights

• Ask for Their Help!

Speaking With Your Prospect

• Intrigue the Prospect

• Promise Value

• Emphasize Convenience

• Secure the Meeting or

• Offer a Compromise

Getting Ready for the Meeting

• It’s About You! (Not Your Organization)

• Prep Work

• Show Respect for Prospect’s Time

(Ground Rules)

• Remember Their Interests

• Be Ready to Drop Names

• Location, Location, Location

Collateral Materials

• Less is More

• Save a Tree!

• One Page with Highlights

• Statistics, Contact Info, Bullet

Bragging Points

Conducting the Visit

• Your Objectives

• (Do Not) Curb Your

Enthusiasm

• Casual but Purposeful

Ask Questions (Written If Necessary)

Determine Interest and Inclination

LISTEN

Determine Opportunity for Follow Up

Conducting the Visit

Sample Questions

1. What are your impressions of our organization? What are its strengths and weaknesses?

Sample Questions

2. How does our nonprofit/NGO compare with other institutions offering similar programs?

Sample Questions

3. (If prospect is a financial contributor) Thank you! Why do you support our organization? Are there particular services we provide/things about our mission that motivate you to give?

Sample Questions

4. What do you feel are the top priorities for which our organization should seek financial support?

Sample Questions

5. Would you consider financially supporting these priorities?

Closing The Visit

"Mrs. Smith, thank you so much for taking the time to answer my questions so thoughtfully. I was particularly intrigued to hear about your interest in (name of program) and wondered if you would like to learn more about it. I'm planning to be back in town next month and would like to bring you some additional information. Do you think we could find a convenient time to get together?"

Following Up

• Do Your Call/Trip Report Immediately

• First To Do Task – Thank You Note

The Next Visit

• What Does the Prospect Want to Know?

• Who Can Best Tell The Story? (i.e., direct recipient)

• The Steady Pace

• Remember the Prospect Team

John Greenhoe, CFREKalamazoo, Michigan USA

@jjgcfre

greenhoej@gmail.com

Obrigado!