stewardship as cultivation - memberclicks · giving/donor leadership annual giving/ low level...
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STEWARDSHIP ASCULTIVATION
Chelsey Megli
University of Oregon
Fmr. Bentz Whaley FlessnerMERGING DONOR RELATIONS AND MAJOR GIFT
STRATEGY
REALIZING OPPORTUNITY
35% Of High Net Worth Donors Planto Increase Their Giving
THE NEEDS OF OUR PIPELINE(S)
First Time Donors Are Important
DOs Building Portfolios Have
Different Needs
Matters
Stewardship Has Never Been More Important!
How Donors Prioritize Giving
HOW WE APPROACH DONORS
Initial Gift
Annual
Giving/Donor
Leadership
Annual Giving/
Low Level
Volunteerism
Major Gift
Pledges
Special and
Campaign Gifts
Estate Gifts
HOW DONORS APPROACH PHILANTHROPY
Local University
Hospital/ Healthcare
Center
Internat’lCharity
Alma Mater
Local Charity
Church/Place of Worship
Child’s SchoolPolitical
Campaigns
Social Services Org
Social Circles and Influence
Life Events
Age and Work
Passions
Relationships
HOW DONORS EVOLVE
Leaving
behind a
legacy;
changing the
world
Building a
program and
long-term
connection
Connecting to
individuals
DEFINING STEWARDSHIP
making a donor feel good about giving to your organization
DEFINING CULTIVATION
progressing a relationship with a prospective donor to identify his/her
future philanthropic interests, discover decision-making factors in giving, and driving a conversation towards what
impact a particular gift can have
STRATEGIES FOR CULTIVATION- ORIENTED
STEWARDSHIP
EVALUATING CURRENT PRACTICES
• Are we serving the donors well?• Are we representing philanthropy
ethically and inspirationally?• Do our activities connect past,
current, and future giving?• Do our programs challenge donors?• Do our stewardship plans
differentiate strategy along tier ofpotential giving as well as priorgiving?
Leveraging Current Giving to Upgrade
Gifts
Refining Pledge Cycle Strategy
Inspiring Giving from Others
Building the Blocks for Major Giving
LEVERAGING CURRENT GIVING TO UPGRADE GIFTS
Becoming a Part of the Vision
Gift: In response to a new leader or initiative, Unrestricted
mid-level giving
Upgraded Impact: Launching a program, Initiating a
philanthropic priority or campaign
Growing the Program
Gift: Project needs, Unrestricted gifts Upgraded Impact: Sponsoring the program, Investing in
sustainability, Naming and endowment
Doubling Your Impact
Gift: Scholarship/Sponsorship of one individual/ recipientUpgraded Impact: Second scholarship, multiple recipients,
“building a family,” supporting other areas
Leveraging Current Giving to Upgrade
Gifts
Refining Pledge Cycle Strategy
Inspiring Giving from Others
Building the Blocks for Major Giving
REFINING PLEDGE CYCLE STRATEGY
• Donors giving below their capacity rating or are making their first major
gift to an organization
• Donors who are asking for more information about the impact of their gift
• Donors who are increasing their involvement as volunteers and their
connection as constituents
Who
• Assessment of potential within six months of first payment
• In conversations about volunteerism or joining a board
• Conversations with donors between years two and three of a 5-year pledgeWhen
• Partnership with prospect management and major gift officers
• Making the case for earlier impact of donor dollars
• Upgrade last cycles of a pledge
• Pay off the pledge earlyHow
Leveraging Current Giving to Upgrade
Gifts
Refining Pledge Cycle Strategy
Inspiring Giving from Others
Building the Blocks for Major Giving
INSPIRING GIVING FROM OTHERS
Donors
Telling Their
Story
New Tools
and Social
Media
Utilizing
Donors to
Inspire
Internal
Giving
Stewardship
of Groups and
Boards
Leveraging Current Giving to Upgrade
Gifts
Refining Pledge Cycle Strategy
Inspiring Giving from Others
Building the Blocks for Major Giving
BUILDING THE BLOCKS FOR MAJOR GIVING
Mid Level Giving
Philanthropic Community
THOUGHTS ON WORKING WITH MGOS
• Know their metrics• Learn the program priorities• Read the culture and make the case
for value add• Anticipate the personalities
