A recent training I did for a client on the process of getting Major Gift donors. This client\'s particular challenge was a Board with few or no contacts. This process skirts leveraging Board contacts.

1. Getting Major Donors Karen HornMajor Gifts OfficerAmerican Red Cross of Northern New Jersey 1

2. The Basic Process of Major Gifts 2

3. Prospecting 3

4. Finding Prospects Beyond the Usual Means The “usual means” is through Board Members, newspapers, leads. Is a great way to start, but in the current economy “cold calling” is necessary. Put yourself in contact with the prospective donors Have Board Members take you to their favorite Country Clubs. Don’t play have them just play golf, but go to the bar and mingle. Identify events that CEO’s attend and go Create events that will target the level of prospects you want. Get your MGO’s highlighted events. Better yet, at your own organization’s events. Example: We all flock to the honoree of an event, why not have your MGO be an honoree for the amount of money they’ve raised and have prospective donors flock to him/her? 4

5. Identifying a Strong Prospect Identifying and researching a donor can often be the same step Consider the likelihood of giving a donation to any organization Consider their capacity to give Gage the prospect’s level of interest in your organization A donor is not always interested in the entire organization. Do not discard a possibility if they display interest in only one program. 5

6. Research a Prospect The most important aspect of research is creating a donor’s character profile Identify events/places where your MGO’s are likely to meet this donor Attend these events if possible, put your MGO’s in their path If possible, identify the prospect’s phone, email and address. Never stop researching! Set up google alerts for even the most established donors 6

7. Contact = Communication = The Most Important Step Communication Plans are the foundation of your entire fundraising program How often, when, where, how, and why you contact donors should be defined for a minimum of one year increments How much does this plan cost your organization? Mailings cost money Systematically contact every prospect If the communication is free (phone call, email): do not stop contacting this prospect until they tell you to stop If communication costs money (mailings): define how long you will keep prospects and lapsed donors on the list Always track all communication attempts. Note which finally works. 7

8. Cultivation 8

9. Cultivation: The First Meeting The first meeting is not the time to ask for a gift, it is your chance to get to know each other Inform them about the overall organizational picture Ask questions! What interests the donor about the organization How often should we contact you How would you like to be more involved? Most importantly, when can we meet again 9

10. Individualize Communication The communications/contact schedule should be consistent across your organization until a prospect/donor states otherwise Most major gift donors will ask to be contacted in a specific manner over a specific period of time. Adhere strictly to the timeline they define. Imposing a timeline on a donor or prospect is a grave mistake! Ask regularly if prospects/donors are happy with the amount of communication they are receiving 10

11. Individualize Communication Content Just because you love every aspect of your organization does not mean your prospect/donor does There is a definitive link between the level of donation and the donor’s interest level. Prospects/Donors rarely state they are not interested. Proactively listen. Do they lean forward when you talk about one program? Do they ask more questions? Do they only respond to one mailing? Capitalize on this. If you note they’re clearly more interested in one aspect over another, then redefine that prospect/donors communication plan to emphasize their program of interest. 11

12. Be Creative We are all after the same major donor And we are all following this same process: so stand out Create one or two communications/touch points per year that are different and personalized This does not require grand gestures Hand deliver cookies at Christmas Send a $5 gift card to a coffee shop, ask to meet them for a coffee 12

13. Cultivation Meetings Cultivation meetings must be at the prospect/donor’s convenience Do not force the conversation, guide it, but don’t force it. Remember that the individual is doing this for fun and on their time off. This is important! You are not a coworker to them, you are a confidant guiding them toward making a better community Remember this! And treat them accordingly. 13

14. What To Talk About at a Meeting Feel free to ask a donor what other organizations they are donating to or meeting with Be knowledgeable about these organizations Never disparage another organization Ask about their work Ask about family Talk about yourself An update about your organization is a reason to meet 14

15. Cultivation Never Ends Did you notice I almost always use “prospect/donor” above? The only difference is who has already given a gift The most important aspect of cultivation is that it never ends A gift is not the end, but the last step to that cycle. The next cycle begins with stewardship and moves back to cultivation Phone calls, emails, meetings must continue until the prospect/donor requests that they end 15

16. The Primary Goal 16

17. What You Want From the Donor The primary goal is exactly what you want from this specific individual The goal should be concise, but not precise: We wish donor X to give $200,000 toward the Youth Program. The steps toward attaining the goal is “cultivation” Throughout the process qualify and requalify the prospect/donor Is donor X still interested in the Youth Program to give $200,000 toward it, or is he/she becoming more interested in the Animal Program? The ask should occur when you can definitively answer “yes” 17

18. The Goal and the Communication Plan The Primary Goal should guide the communication plan, but not override it. Even if a donor is giving $1 million toward the building of a structure, keep them informed on all aspects of your organization. Just make sure that you send them regular updates on the building. Continuing the donor on the communication plan gives you a door to continue talking to them after the gift has been implemented Gives donors information on how they’re helping the bigger picture 18

19. Qualifying the Primary Goal As you qualify the Primary Goal, you will be leading yourself step by step to the ask. Don’t be afraid to outright ask a prospect if they’re interested in supporting a program. Test your goal with a prospect by asking for small gifts in areas of possible interest Always try to gear these gifts toward your primary goal. If they say no, this is a good indication that they may not be interested in your plan for them. But qualify this no before you assume they’re not interested 19

20. Test Gift Example If you are working with a prospect with the capacity for a $20,000 gift, you may ask for $1,000 toward an event. If yes, they are becoming invested in your organization. If no, ask why not, and adjust your communications accordingly Example. A donor may not yet feel the organization does enough good. Start discussing more case statements, organization tours of your programs/facility, etc. 20

21. When to Make the Ask When you absolutely know what a donor is interested in, and their interest level, you will know when to make the ask This process is much shorter for an established donor than for a strong prospect Do not try to stick to a predefined schedule. Let this play out naturally. Remain flexible: always look for an opportunity to qualify or make a ask, if not “the” ask Do not let the relationship lag in the “cultivation” step 21

22. How Do I Know if Cultivation is “Lagging” Lagging is when the donor is showing no more or less interest in your organization or program If this starts occurring early in the cultivation process, and the individual is still a “prospect”, change your cultivation techniques If you’re just meeting for dinners, then meet at your office, or at a program site Do something that will make the donor “see” your organization in process Bring a Board Member/Executive along If this starts just before “the” ask, then jump ahead and make the ask. Even if the answer is “no” it will create an opening in the conversation 22

23. “No” is not the end Do not take a “no” personally Do not be afraid to discuss the prospect’s answer. Do not take the answer at face value. A no will often give you more insight than a yes and can often be more valuable in growing the relationship Organizations often make the mistake of ending the discussion after a yes and then slotting a donor into that area. Ex. “youth program donor, ask for X amount next year” No will force you to continue the discussion 23

24. Yes! “Yes!” Is frankly most organizations’ greatest downfall It is exciting, but it’s not the end! The day after you receive the check, say thank you, and then go back to slide 10 and begin again 24

25. Stewardship Stewardship is the first step to renewed cultivation Say thank you as publicly and as often as the donor wishes Ask donors if there is more that your organization can do to thank them 25

26. Final Overview Questions? Our next meeting will discuss communications 26