Live On and The American Jewish

CommitteePresented by:

Gale Kahn, Area DirectorDavid Seserman, Chapter VP

Background of the AJC• Mission

• Focus – Internationally– Nationally– Locally

Colorado Chapter

• History• Traditional Focus

– Innovative Programming• Lesser focus on fundraising

• Endowment Challenge– Stimulated emphasis on fundraising

Historical Fundraising

• National Support• Local Major Donors

The Rose Endowment Challenge

• Timing was Excellent• Chapter Voted to Participate• Created Opportunity for

Leadership to Step up to the Plate

Pre-Development Grant

• Timing– Post 9.11

• Culture change

– Change in professional leadership

• National Emphasized Chapter Fiscal Responsibility

Pre-Development Grant• Internal Assessment

– The Board– Identified Financial Supporters– Identified Members Engaged in the

Chapter

• Assessed Strengths and Weaknesses

• Created Strategic Plan

Pre-Development Grant

• Changed Board/Executive Committee Functions– Added substantive programming to

Board meetings– Enhanced responsibilities of the

Executive Committee

• Looked at Attracting and Engaging New Leadership

Development Plan

• Retained a Consultant• Educated Consultant• Director and Consultant Met &

Created Prospective Plan of Action• Director and Consultant Met with

Select Leaders– Buy In = Critical

Development Plan

• Meet with Executive Committee• Meet with Entire Board• Director & Consultant Mined the

Data Base– All donor profiles examined and

reviewed– Developed lists of targeted donors

Targeted Donor Categories

• Major Donors• Leadership Gifts (locally &

nationally)• Board Members• Executive Board Members• Professional Staff• Past Leadership• Planned Gifts

Do we have major donors with major gift potential?

The definition of a “major gift” is different from organization to organization

A “major gift” may be defined as a gift that is ten times larger than the average gift to your organization. For example, if your average charitable gift is $25.00, a major gift in your organization would be a gift at the $250 level or above.

If a donor or prospect has 5-7 of these attributes orcharacteristics they are a much stronger prospect

formaking a major gift.

Do we have major donors with major gift potential?

Major Gift Attributes to Consider:

1) Frequency of Giving (e.g. monthly donors, donors who give two or three times a year) 2) Longevity of Giving (has been giving gifts for three years or more) 3) An Active Volunteer 4) Participates in more than 1 event per year 5) Member of a family, family has a long-time association with the organization 6) Individual has made one or more Tribute/Memorial Gifts 7) Married, children are grown Married, no children Single/Divorced, children are grown Single, no children 8) Age 50 plus 9) Has previously requested info, on how to make a gift (stock gift, will)10) Individual has made other significant gifts to community (arts, education, health organizations)

The Chapter’s Challenge By Developing a Strategic Plan

• To retain current AJC members • To invite people to become new members and to

experience AJC • To ask AJC members to become donors • To ask targeted donors to become leadership

giving donors • To have staff and leadership trained to express

why AJC matters, why we’re different • To demonstrate how gifts to AJC at every level

are wisely used • To develop a recognition strategy for members,

donors and leadership givers

AJC Strategic Development Plan 10 Step Outline

I. Why Develop a Comprehensive Plan A. Goals/Objectives B. Development as a Management Process

II. Case Development A. The Importance of a Clear and Concise

Case for Support B. Targeted Marketing the Case to Major

Donors/Prospects

III. The Information System A. Analysis B. Acknowledgment/Stewardship Process C. Managerial Oversight and Reports

AJC Strategic Development Plan 10 Step Outline

continued…IV. Prospect Identification, Research and Segmentation

A. Identifying Target Market B. Individual Donor/Prospect Tracking C. Staff/Board/Volunteer’s Role in Prospect

Identification V. Development of Major Gift Program

A. Identifying and Qualifying Major Gift Prospects/Donors

B. Major Donor/Prospect Tracking C. Training for Staff/Board/Volunteers

VI. Development of Planned Giving/Endowment Program A. Identifying and Qualifying Planned Gift Prospects B. Planned Gift/Endowment Donor/Prospect Tracking C. Training for Staff/Board/Volunteers

AJC Strategic Development Plan 10 Step Outline

continued…VII. Fund Raising Strategies - Cultivation

A. General Donor Cultivation B. Major Donor Communication Strategies C. Staff/Board/Volunteer’s Role in Cultivation

Activities

VIII. Fund Raising Strategies — Personal Solicitation A. Working with Targeted Major

Donors/Prospects B. Staff/Board Solicitation Training

IX. Stewardship and Recognition Strategies A. General Donors/Major Donors B. Planned Gift Donors C. Endowment Donors

AJC Strategic Development Plan 10 Step Outline

continued…

X. Integrating Fund Raising Plan into Strategic Plan

A. Review and Refine Fund Raising Plan B. Staff/Board’s Role in Plan Revision

and Update C. Gift Acceptance Policies — Review

and Update D. Annual Audit of Fund Raising Plan

Implementation

• Assessed internal fundraising expertise/desire

• Created “Green Berets”– Key Board leadership and staff

• Committed to long term donor development and stewardship

Training the Green Berets

• Reviewed list of major donor prospects

• Ranked major donor prospects• Created teams of solicitors matched

to specific donor prospects• Developed mini plan of attack for

each donor

Training the Green Berets

• Solicitation Training– Cultivation v. Solicitation– Role playing– Determine best method for initial

contact– Progress reports and evaluation

What the Case Must Address –

The Basic QuestionsThe case addresses the basic questions that individuals and other constituents may have concerning the “who, what, why, where, and when.”

1.WHO IS BEHIND THE ORGANIZATION • Community supporters/leadership • Board leadership/Past Board leaders • Volunteer leadership • Staff leadership

2.WHAT IS THE SCOPE OF OUR WORK • Who do we serve - • Do we meet our goals • Are our goals credible

What the Case Must Address – The Basic Questions

continued…3. WHY WE ARE BEST SUITED TO LEAD THIS

MISSION • What is our expertise • How did we develop expertise • How did we earn our distinction • Who holds us in regard (in Jewish and non-Jewish communities) • What is our strong history

4. WHERE WE ARE HEADED • Do we have a strategic plan • What are our strategic goals and how will we meet them

5. WHEN • When will we accomplish our annual goals • When will we accomplish our larger strategic goals (2006 Centennial Campaign goals)

The case components provide information on everything a potential donor may want to

know about your organization including:

• Mission and vision statement • Strategic plans and goals • Objectives • Programs and services offered • Finances • Governance • Staffing • How you deliver services • Evaluation of programs and services • History of organization

What are the Components of the Case

What are the Components of the Case

continued…Lower level donors, such as entry level membership donors, may not

require agreat deal of evidence to support their decision to give.

The higher the level of the gift, the more likely that individual will require more

evidence to support the gift decision.

The case is all the evidence, that when assembled, motivates and energizes people

to truly invest in the organization with a higher level of giving, matching the

values of the donor to the values of the nonprofit organization. The case creates the platform from which the staff and the leadership can speak

toprospects and donors in a unified voice.

Memberships Goal - x

Goal: Total Membership – N% increaseMiscellaneous National

Goal x

Board Giving Goal –x# Board Members

Annual Corporate Dinner

Goal- xIndividuals, Large Corps, Small Corps Honorees Prospects

In-House ReceptionGoal - x

# prospects

Non-Board Gifts Diplomat Level

(# new gifts at x for total of x) President’s Circle

(# new gifts at x for total of x) Goal - x - New# prospects

Goal Planned Gifts

and Endowment Gifts

x Giftsx prospects identified

Top Leadership LevelCurrent Total x

Bd. of Gov.x (# new gift for total of x)

Goal – xx prospects identified

Leadership Commitment

• Emphasize Significant Gifts from the Chapter Family– Led to significant growth

• Created Contribution Recognition Levels– President’s Circle– Diplomats– National Leadership Council– Ambassador

Live On

• Local leadership was excited by the opportunity

• Discussion with National• Chapter was able to draw on prior

experience• Horizon Society/Donor recognition

– Personal & public recognition

Live On - Benefits

• Opportunity for Stewardship• The next, natural step for the Chapter• Provides opportunity to keep

fundraising an integral part of board meetings

• Helps provide financial security for the organization

• Allows donors an opportunity to leave a legacy

Change in Psyche

• Fundraising is an accepted part of board membership

• Fundraising is a standing agenda item

• Director and lay leadership are prepared to talk finances with business professionals, donors, honorees and others

Successful Fundraising Has Led To:

• More successful fundraising• Increased community awareness• A sense of pride with National AJC

– Expressed appreciation from National– Increase in chapter participation at the

National level