By Rosita Bradham and Keith Curtis

1. Upgrade Your Constituents: Turning Visitors into Major DonorsPRESENTED BY KEITH CURTIS AND ROSITA BRADHAM

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Keith is president of The Curtis Group and the chair of Giving USA
Foundation
Rosita is a principal consultant at Blackbaud, Inc.

3. Donor Pyramid
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Major &
Planned Donors
Highly Valued/
Loyal Donors
Annual Donors
Occasional/Event Donors

4. Fundraising Best Practices
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Religion
Identify
Who are potential donors?
Develop individualized plans for engagement
Cultivate
Listen and involve
Meet face to face
Make it personal
Solicit
Who is best person to ask?
Tell story and ask donor to join you in person
Steward
Follow up and engage
Provide info on impact of support

5. Building Donor Relationships
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Spend time with donors; not a transaction
Build trust
Develop emotional connection
Become a philanthropic priority

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WHATISA MAJORGIFTTOYOU?

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HOWDOESYOURORGANIZATIONCURRENTLYCULTIVATEMAJORDONORS?

8. 2013 Giving: $335.17 billion
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INCLUDINGBEQUESTSANDFAMILYFOUNDATIONS,
ABOUT9 OUTOF
EVERY10 DOLLARS
COMESFROMINDIVIDUALS

9. Recipients of 2013 Gifts
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10. Where Dollars Go
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Source: “2010 Study of High Net Worth Philanthropy” by Bank of America, Merrill Lynch & Indiana University Center on Philanthropy

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WHYDOYOUGIVE?

12. HNWI: Motivations for Giving
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Make a difference
Have a meaningful relationship with nonprofit
Know and respect people involved (board and staff)
Understand mission and needs
Able to see measurable results
Feel communication has substance, is meaningful and consistent
Personally asked for gift

13. HNWI: Why They Don’t Give
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They’re not asked
Prior giving unacknowledged/not acknowledged enough
Provided insufficient information by nonprofit
Asked by the wrong person
No direct personalized appeal
No one asked them to give again

14. HNWI: Why They Don’t Give
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Top reason why HNWI stopped giving to a nonprofit:
“Too frequently solicited or
asked an inappropriate amount”
Source:2012 Study of High Net Worth Philanthropy by Bank of America

15. HNWI: Summary
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Focus giving on smaller number of nonprofits
See giving as investment
To be a philanthropic priority, cultivation is important andunique to every prospect

16. Cultivation Steps
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Before you can invite, you must:
Identify
Inform/Interest
Involve

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HOWDOYOUSTAYINTOUCH
WITHYOURTOPDONORS?

18. Identify Best Prospects
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Start with current donors:
Major gift donors
Loyal, consistent donors with capacity to make major orplanned gifts
One time donors with capacity
Volunteers
Prospects with relationship to board

19. Cultivation Plan
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1.
2.
3.
4.
5.
Identify

20. Inform/Interest Prospects
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Educate them about your mission and its results
Have a conversation, listening is critical
What’s their motivation for getting involved?
Connect with them emotionally
What is the right fundraising match for each prospect
Find out prospect’s idea of ROI

21. Cultivation Plan
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Inform/Interest
1.
2.
3.
4.
5.

22. Involve Prospects
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Ask for advice
Open doors
Participate in campaign planning study
Take part in a mission related activity
Volunteer
Serve on a committee
Join the board
Consider a current/planned gift

23. Cultivation Plan
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Involve
1.
2.
3.
4.
5.

24. Implement a Stewardship Plan
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A written document outlining cultivation steps
Identify, evaluate, and assign solicitors to prospects
Schedule in-person meetings with potential donors
Invite prospects and current donors on tours
Ensure donors are properly cultivated and ready to be asked
Communicate frequently with donors through phone calls, thank-you notes, and newsletters

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WHATCREATIVEWAYSHAVEYOUANDYOURORGANIZATIONCULTIVATEDDONORS?

26. What Donors Want
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Be updated on last gift before being asked again
Feel appreciated—receive thank you calls and one-on-one communication
Have a meaningful relationship with organization
Know what you intend to do with their gift
Know their gift makes a difference

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Feeling powered on for your mission?

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