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Snag ‘Em for Life

Building and Managing a Major Gift Program in eTapestry

PRESENTED BY PAM DECHERT,CFRE SENIOR CONSULTANT

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TODAY’S SESSION WILL COVER:

The importance of annual giving to creating and sustain a major

gift program

Discuss giving trends and how they affect your major gift

program

What tools in eTapestry can be used to identify good major gift

prospects

What tools in eTapestry can be used to manage and run a

major gift program

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ANNUAL GIVING – WHERE IT ALL BEGINS

• New donors start out by giving to your

annual fund

• It is the beginning of donor loyalty (or

not)

• It reaches the largest group of

individuals

• New donors and multi year donors will

increase overall fundraising

How is giving?

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2012 CHARITABLE GIVING TRENDS

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WHERE IS IT COMING FROM?

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BABY BOOMERS DOMINATE

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BABY BOOMERS DOMINATE

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MULTI CHANNEL AND MULTI

GENERATIONAL IS THE NEW NORM…BUT

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HOW MUCH DO THEY GIVE TO THEIR TOP

CHARITY?

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WHAT DOES THIS MEAN FOR A MAJOR GIFT

PROGRAM?

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HOW DOES YOUR MAJOR GIFT PROGRAM

STACK UP?

Isn’t a ‘magic ask amount formula’

May not be the same for each donor

Mean gift by age vs. your mean gift?

What is your organizations average gift?

What are the top gifts to your organization?

2 and 10 x’s the normal

Needs

Lifestyle

Engagement

Ask/Prospect

Research/Data Model

• WHAT IS A MAJOR GIFT TO YOU?

• ARE YOU STRATEGICALLY USING THE ANNUAL FUND TO GROW MAJOR GIFTS?

• ARE WE FOCUSING ON THE RIGHT PEOPLE?

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• Boomers, Matures

• Annual recurring gift donors

• Regular yearly or monthly donors by check, credit card, direct mail or

bank draft/EFT

• Anniversary givers (same time each month or year)

• Board members, committee members, regular participants, passionate

volunteers

WHO MAKES A GOOD MAJOR GIFT

PROSPECT?

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• Campaign Analysis

• Recurring Gift Donors

• Birthdates

• Lifetime Givers

• Consecutive Givers

• Volunteers, Board Members

• Use the Giving History Widget

• Donor Renewal Rates

• Giving Dynamics

• Top Donor

Eliminate and tweak list based on ages, how they give, involvement,

rating/screening etc.

- Remove businesses, foundations, transactional donors, what else?

FIND THEM IN ETAPESTRY

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• Campaign Analysis Report: Helps to set major gift amounts and how

many prospects you need.

FIND THEM IN ETAPESTRY

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FIND THEM IN ETAPESTRY

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• Consecutive Months and Consecutive Years Reports: Helps you find

those regular, loyal donors

FIND THEM IN ETAPESTRY

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FIND THEM IN ETAPESTRY

Recurring Gift and Top Donor: Helps you find regular donors and

mid/lower end ‘top donors’ to campaigns

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TARGET ANALYTICS

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OTHER BLACKBAUD RESOURCES

Blackbaud and Target Analytics offer unparalleled access to the

world’s largest searchable database of charitable donations. With

more than 60 million records, NOZA provides the most

comprehensive and up-to-date source of charitable giving data

available anywhere.

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• Echelon Power Segments

• Income 360

OTHER BLACKBAUD RESOURCES

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WE’VE IDENTIFIED OUR TOP PROSPECTS

• Use eTapestry as the CRM it is.Don’t keep it in your head!

• Correct biographical, address information

• Do we have good information about birthday, work, family

• Google Alerts

• User Relationship(s) in eTapestry

• Who knows them?

• Do board and staff rate and screen?

• Use Account Summary to review donors, rate/screen and build a strong

donor profile!

Do you have a good profile of each?

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TAG ‘EM – CREATE A GREAT PROFILE!

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FIND ‘EM AND RATE/SCREEN IN ETAPESTRY

RATE AND SCREEN USING FOR IMPACT FIELDS – DOWNLOAD THESE FIELDS TO RATE/SCREEN PROSPECTS WITH

STAFF/BOARD IN ORDER TO GET A QUALIFIED PROSPECT INDEX AND CREATE A MASTER PROSPECT LIST!

For Impact Field Description

Capacity

An estimate of the constituent's

ability to make a transformational gift

to your organization. The definition

of a transformational gift depends on

the level that your organization

considers a major gift.

Relationship

Your perception of how closely-

affiliated this constituent is with your

organization.

Timing How good the timing might be to

solicit a gift.

Giving History

A measurement of what the

constituent has demonstrated in the

past to your organization. Multiple

gifts or a very large one-time gift

would normally rank someone

higher on this value.

Philanthropic History

A measurement of the constituent's

interest and propensity to support

philanthropic causes in general. For

major prospects, you can often find

information on past giving in the

local community foundation annual

report.

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CREATE A MAJOR GIFT MASTER CONTACT FOR

YOUR PROSPECTS

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DOWNLOAD FOR IMPACT & MAJOR GIFTS

FIELDS

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MAJOR GIFT UDF SET

HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS

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BUILD MAJOR GIFT TRACKING YOUR WAY

• Use as many or as

few you want

• Change to fit your

program, wording

• Add your own steps,

cultivation dates

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EACH PROSPECT GETS:

• One at a time or use Mass Update (with a custom account query) to Mass

create your master contacts for the year

A MAJOR GIFT MASTER CONTACT ON THE JOURNAL

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KEEP TRACK OF THE PROGRESS

BY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP

ADVANCES

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RECORD OTHER CONTACTS AS WELL

ANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT

IS A MAJOR GIFT CONTACT, MARK IT

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KEEP UPDATING THE MASTER CONTACT

UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE

AS WELL

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DON’T IGNORE STEWARDSHIP

• Build in the dates for you to:

• Write a handwritten thank you

• Have you or board chair, ED call to thank

• Letter, email within the next 90, 120, 180 days

• How important their gift was and how it is being used

• Organization news and updates

• Acknowledge them: birthday, promotion etc.

• Fun stuff!

ADD PLAN TO COMMUNICATE AND THANK THEM

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MEASURE RESULTS/PROGRESS

MAJOR GIFT QUERIES

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BUILT IN REPORTS

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MAJOR GIFT QUERIES AND REPORTS

• All major gift fields are on the contact method, so its easy to add and build

your own!

BUILT IN QUERIES ARE JUST A START

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DO MORE!

• Favorites on your Dashboard!

• Auto deliver & scheduled

USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK

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USE REPORTING TO CUSTOMIZE

SUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS

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CIRCLE BACK TO SNAG ‘EM

• Building annual fund with a focus on building donor loyalty

• Paying attention to multi- channel but don’t lose sight of your prime

major gift prospects that come from direct mail, annual fund and

personal relationships

• Thinking about how much time you are investing in your key major

gift prospects

• Identify your major gift prospects with tools built into etapestry,

offered by Blackbaud and through your own staff/board identification

• Build good profiles, know them and get to know them

• Make a master major gift plan for each and execute using eTapestry

as the primary CRM tool

• Using our Major Gift tools to start, build and grow your own Major Gift

program

IT ALL STARTS WITH:

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TWEET ABOUT YOUR SESSION

#ETAPSNAGEMFORLIFE

#ETAPMAJORGIFTSROCK