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Major Gift Fundraising for Small Shops (AFP Collier-Lee 2019)

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https://bloomerang.co/resources/speaking/

Major gift philanthropy plays a highly significant role in the nonprofit sector worldwide. But what are the indicators small shops should focus on for the long-term health of their major gifts program?

In this session, we will dive into the groundbreaking research on major gift fundraising conducted by Adrian Sargeant PhD – Professor of Fundraising and Director at the Centre for Sustainable Philanthropy Plymouth Business School – and leading fundraising expert Amy Eisenstein, ACFRE.

This research contains survey data collected from hundreds of nonprofits, and illuminates their experience with major gifts. No matter the size of your organization, you will come away with additional insights.

Learning Outcomes:

Discover how your major gift efforts compare with other nonprofits
Learn the critical success factors that lead to major gift success
Uncover 10 key recommendations for how revenue from major gift donors might best be developed

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Major Gift Fundraising for Small Shops (AFP Collier-Lee 2019)

  1. 1. Major Gift Fundraising For Small Shops
  2. 2. Your presenter » @StevenShattuck Jay Love @JayBarclayLove Chief Relationship Officer, Bloomerang • 37 Years of Technology Leadership • Over 20,000 Database Installations • Former Founder & CEO of eTapestry • Former AFP Interantional Board Member • Former Senior VP of Blackbaud • Conner Prairie Museum Board Member • AFP Ethics Committee Chairman • Rogare Research Institute Board Member • Innovation Fund at Butler University • Co-Chair of Indianapolis YMCA Capital Campaign
  3. 3. Can small and mid-sized nonprofits really raise major gifts?
  4. 4. Three Experts Wanted An Answer »
  5. 5. MasteringMajorGifts.com/Report The Result »
  6. 6. Lead Sponsors »
  7. 7. Study Participants » 662 nonprofits w/ operating budgets of $10M or less
  8. 8. Respondents By Budget Size »
  9. 9. Respondents By Category »
  10. 10. Findings
  11. 11. Mean Contribution By Channel »
  12. 12. “Major Gift” Defined » Mean: $24,555 Median: $5,000 Mode: $1,000
  13. 13. Number Of Fundraisers Engaged To Work On Major Gifts » Mean Mean Total FTEs $5m - $10m 3.2 0.9 $1m - $4.9m 2.5 0.5 Under $1m 2.1 0.3
  14. 14. Number Of Volunteers Engaged To Work On Major Gifts »
  15. 15. Major Gift Fundraising Performance »
  16. 16. Major Gift Pipeline »
  17. 17. Correlations » • Focusing on first-time gifts negatively impacts performance
  18. 18. Correlations » • Focusing on first-time gifts negatively impacts performance • Suggestions: • 5+ years of giving • 12-18 touches to build relationship
  19. 19. Correlations » • Few organizations track drivers of long-term value such as donor satisfaction or commitment
  20. 20. Correlations » • Few organizations track drivers of long- term value such as donor satisfaction or commitment • Suggestions: • new donor survey within 3 months • donor survey after 2-3 years • telephone survey after 3-5 years • “would you recommend this charity?”
  21. 21. Correlations » • Strong correlation between training and fundraising performance (each additional form of training is associated with a $37k increase in revenue)
  22. 22. Correlations » • The quality of IT systems in place is key to driving the number of major gifts received
  23. 23. Correlations » • The quality of IT systems in place is key to driving the number of major gifts received • Organizations whose boards and volunteers play an active role are more successful in major gift fundraising
  24. 24. Correlations » • The quality of IT systems in place is key to driving the number of major gifts received • Organizations whose boards and volunteers play an active role are more successful in major gift fundraising • Individuals with longer tenure tend to be more successful in major gift fundraising
  25. 25. 10 Recommendations
  26. 26. 1. Donor Retention » https://bloomerang.co/retention
  27. 27. Donor Attrition Over Five Years # of Donors Attrition Rate Donors Remaining After 1 Year Donors Remaining After 2 Years Donors Remaining After 3 Years Donors Remaining After 4 Years Donors Remaining After 5 Years 1,000 20% 800 640 512 410 328 1,000 40% 600 360 216 130 78 1,000 60% 400 160 64 26 10 So what? https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple
  28. 28. Calculating Your Retention Rate » # of Donors in Current 12 Months (from the previous years pool) divided by # of Donors in Previous 12 Months
  29. 29. https://bloomerang.co/retention
  30. 30. Who to focus on »
  31. 31. Acknowledgement segmenting »
  32. 32. 5 Acknowledgment Principles (Drastically Improve First Year Donor Retention) • 48 Hour Rule • Be Different Than the Rest • Handwritten Rule Written Communications • State Exactly What the Monies will Fund • Call or See in Person as Often as Possible
  33. 33. 2. Prospect Research »
  34. 34. 5 best indicators »
  35. 35. 5 best indicators » 1. Previous Giving To Your Nonprofit https://bloomerang.co/blog/5-indicators-for-identifying-the-best-potential-donors
  36. 36. 5 best indicators » 1. Previous Giving To Your Nonprofit 2. Giving to Other Nonprofits https://bloomerang.co/blog/5-indicators-for-identifying-the-best-potential-donors
  37. 37. 5 best indicators » 1. Previous Giving To Your Nonprofit 2. Giving to Other Nonprofits 3. Participation as a Foundation Trustee https://bloomerang.co/blog/5-indicators-for-identifying-the-best-potential-donors
  38. 38. 5 best indicators » 1. Previous Giving To Your Nonprofit 2. Giving to Other Nonprofits 3. Participation as a Foundation Trustee 4. Federal Political Giving https://bloomerang.co/blog/5-indicators-for-identifying-the-best-potential-donors
  39. 39. 5 best indicators » 1. Previous Giving To Your Nonprofit 2. Giving to Other Nonprofits 3. Participation as a Foundation Trustee 4. Federal Political Giving 5. Real Estate Ownership https://bloomerang.co/blog/5-indicators-for-identifying-the-best-potential-donors
  40. 40. 3. Donor communications “Successful donor communications are quite simple. At heart, they are love letters to donors & prospects, woven through with clear cries for help.” - Tom Ahern, Bloomerang Donor Communications Head Coach http://aherncomm.com
  41. 41. 4. Training » Development Activity Percent Online training tools/webinars 56.4 Ad hoc or occasional training 54.5 Mentoring by a member of your organization’s team 25.3 Mentoring by an external consultant or fundraiser 22.4 https://bloomerang.co/resources/webinars What has your experience been?
  42. 42. 5. Education »
  43. 43. 6. Donor-Centered Culture » https://bloomerang.co/blog/5-ways-organizational-culture-impacts-fundraising
  44. 44. Developmental Team Meetings » • What did we do this week to raise more major gifts? • What will we do next week to raise more major gifts?
  45. 45. 7. IT Systems »
  46. 46. Data Management » Can you have too many names in your database?
  47. 47. 0 / 10 / 90 Rule » • 0% of your funding • 10% of your funding • 90% of your funding
  48. 48. 0 / 10 / 90 Rule » • 0% of your funding • 10% of your funding • 90% of your funding What should you do with each segment?
  49. 49. 0 / 10 / 90 Rule » • 0% of your funding • remove all but: • previous above-average donors • previous board members • previous top volunteers • alumni • positive replies to surveys • 10% of your funding • handle in an automatic manner, but research • 90% of your funding • focus the majority of your efforts here
  50. 50. 8. Volunteer Engagement » https://bloomerang.co/blog/category/volunteerism How does your organization engage volunteers?
  51. 51. 9. Board Engagement » https://bloomerang.co/blog/infographic-the-2014-nonprofit-board-survey/ Do your board members actively fundraise for your organization? •Yes (all) 4% •Yes (most) 26% •Yes (a few) 52% •No: 18% https://bloomerang.co/blog/category/nonprofit-boards/
  52. 52. 10. Metrics » • New gifts over $$ • Legacy related gifts • Solicitations made • Success rate in solicitations • Meetings attended w/ prospects • Donor satisfaction • Personalized gift proposals made
  53. 53. Can small and mid-sized nonprofits really raise major gifts?
  54. 54. Can small and mid-sized nonprofits really raise major gifts? YES!
  55. 55. MasteringMajorGifts.com/Report Executive Summary And Full Report »
  56. 56. Free Educational Resources » https://bloomerang.co/resources •Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-Up •Bloomerang TV •Bloomies
  57. 57. Questions? jay.love@bloomerang.co @JayBarclayLove Free Book » https://bloomerang.co/staytogether/

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