Using Marketing Techniques To Build Donor Relationships Demystifying Major Gifts Presented by:
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Transcript of Using Marketing Techniques To Build Donor Relationships Demystifying Major Gifts Presented by:
Using Marketing Techniques To Build Donor Relationships
Demystifying Major GiftsPresented by:
George C. Ruotolo, Jr., CFRE, Chairman & CEOAna Dabrowski, Associate
September 13, 2013
Head
Scratc
her…???
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What’s The Problem?
Fear? Knowledge? Initiative?
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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
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Knowledge?o Major gifts are synonymous with capital campaigns (not always)
o Annual fund case
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Initiative
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What Does A Successful Major Gifts Program Look Like ? . . .How Do You Get There?
Identify Cultivate relationships Solicit personally Receive MGs Grow Nurture
. . .OR. . .7
Sustained Major Gifts ProgramsIdentify
Cultivate Solicit
Acknowledge
EngageSteward
C U L T U R
E
Building A Culture Of PhilanthropyIt’s Everyone’s Job. . .
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AN
PHIL
THROPY
MAJOR GIFTS
PROGRAM
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What Are You Afraid Of?What’s the worst that can
happen?
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HQ
Fundraising Is All About The Relationships
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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 RelationshipThe Proposal
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FINANCIAL CAPACITY
$Income/Assets
Two Components To Philanthropy
INCLINATION TO GIVEDesire to support
ReasonCommon interest
Relationships
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THIRD COMPONENT???
Relationship
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ACT I – The Who Where do we start Segment the database Financial capacity Loyalty The mil $ bus driver (Don’t prejudge)
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Analyzing/EvaluatingYour Database
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Screening/Research
Individualized
StrategyHistory of Major Gifts
Direct Mail Donor
Special Events
Participant
No $ but connected
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Focus On Top Prospects
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Quantity and quality will be determined by MG history, your resources, i.e. staff, volunteers etc.
ACT II – The Relationship What steps do we take to strengthen the
relationship?
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Importance Of Personal Contact
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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).
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What Makes The Prospect “Tick”?
ACT III – The Proposal
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How Do You Know It’s Time?
What tells you it’s too soon?
What suggests they are ready?
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What Makes A Story?
Plot Characters Events Outcome Lesson Call to action
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Storytelling About Life
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Respectful ConfrontationJOE WESTON
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o 80% of communication is non-verbal so consider. . .location, time of day, attire, expressions, tone, energy and physicality, prevailing attitudes, surroundings, participants, message, desired outcome
o Practice respectful: self, engagement, offense,
defense
o A confrontation should never be a conflict. . .
Breakin
g The R
ules Of
Asking
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• 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
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What You Hear…It’s More Important Than What You
Say!
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Top 10 Solicitation Mistakes1) Never ask/indicate a specific request2) Don’t offer strategies to maximize their gift (extend
pledge, delayed start of payments)3) Don’t follow-up in a specific time frame4) Don’t create a sense of importance and urgency5) Answer unasked questions6) Talk too much and fail to listen7) Act like a beggar8) Assume the prospect has consented to the gift because
they see you9) Fail to build the case and lay the groundwork for the ask10) Treat all prospects the same
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THANK YOU. . .THANK YOU. . .THANK YOU!
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