the importance of major giving in fundraising
DESCRIPTION
Description: A good fundraising pyramid has a strong base of support from many individual donors who give smaller gifts. For many donors, this is their point of entry to your organization. Moving donors up the pyramid through their giving is imperative to building our organizations capacity to grow and serve our communities. Major gift donors are those we reach out to individually, one-on-one. How we do this effectively and based on donor needs. This interactive session will answer your questions and present how to: Determine who are your potential major donors and how many you can handle effectively, Use electronic screening-if appropriate, Use tools effectively to engage donors from annual giving to major gift giving, Engage the Board in giving and getting, Determine case for support, and Create a cultivation and solicitation plan for each donor.TRANSCRIPT
Presented by
Barbara Talisman
www.3talisman.com
www.talismantol.wordpress.com
312.733.7520
THE IMPORTANCE OF MAJOR GIVING
TO YOUR FUNDRAISING
Barbara TalismanBarbara Talisman has more than 20 years of experience in fundraising and nonprofit consulting. As Vice President, serves as a strategic consultant to Ketchum and Pursuant Agencyclients. Barbara brings her experience in fundraising, board development, executive coaching as well as facilitating workshops at conferences worldwide. Talisman clients include human service, healthcare, education, international affairs and arts organizations. Barbara started fundraising on the campaign trail and began her nonprofit fundraising with the American Heart Association and continued at the Anti-Defamation League.She is a well-known and well-respected industry leader with expertise that includes board and membership development, donor cultivation programs, major gift solicitation and grant writing, volunteer recruitment and corporate partnership. A social media early adopter, she demonstrates her talents and proficiency in online communication through her presence on, Twitter, an e-mail newsletter, and her blog, Talisman Thinking Out Loud. Barbara also has a radio show called Making a Difference, where she interviews nonprofit thought leaders who share how they are inspiring change and rising to meet challenges with solutions that effectively advance their causes.Barbara is an Association of Fundraising Professionals (AFP) certified Master Trainer. She speaks at industry conferences around the world and leads workshops on many fundraising and nonprofit topics. Barbara has written for influential industry publications including Fund Raising Management, Fundraising Success, Advancing Philanthropy, and Clout. A member of the AFP Chicago, Barbara was honored with the President's Award from the Chicago chapter for her outstanding service to the chapter and to the fundraising profession.Barbara holds a Bachelor's degree from Case Western Reserve University. She has continued her education through workshops and classes at ZingTrain, BoardSource, The Institute for Charitable Giving, Vanderbilt University, AFP regional and international conferences, and Indiana University School of Philanthropy.
ROUTE MAP
Keys to success
Why major giving is important
Identifying major donors
Overcoming challenges
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Q & A throughout
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GUIDELINES FOR SUCCESS
The larger the gift, the longer it will
take to complete
Have a worthy project based on the
needs/interests of the donor
People give to people, not to
organizations or institutions
If you don’t ask, you won’t get
2009 CHARITABLE GIVING
TOTAL = $303.75 BILLION
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MAJOR GIVING
Board Members
Gifts which require personal cultivation and solicitation
One on one relationship
Opportunities to build that relationship
Minimum gifts of $?????
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BUILDING A MAJOR GIFT
PROGRAM
Review current donor base
Board leadership and current major
donors
Review giving pyramid
How many individuals can you handle
with a personal touch?
Cultivation opportunities
Annual GiftsPoint of Entry giving via direct mail,
special events, raffle, annual appeal
Major GiftsThru one-on-one cultivation and
solicitation, larger involvement and investment,
usually an upgrade from annual giving.
Ultimate GiftsCapital, planned and
endowment gifts
THE COLLAPSED GIVING PYRAMID
Annual Fund
Capital GivingThe Giving Gap
Confidential and Proprietary to The Pursuant Group, Inc.
KEY TO SUCCESS
Case for support
Clear message
Identify prospects
Research & qualify
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MADE TO STICKBY CHIP AND DAN HEATH
Simple Clarity of message
Unexpected Surprise/Break a pattern
Concrete Tangible/Visionary Paint a picture
Credible Stats/Details
Emotional About someone/picture
Stories Right story/right message
Curse of knowledge
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Your message/vision/case for
support
Go for
4 or 5
out of 6
ID AND QUALIFY
DONORS AND PROSPECTS
Your donor base
Connection
Capacity
Propensity
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WHO TO ASK???
What is their interest in your
organization?
Why do they give?
Who do they know?
What is their level of comfort
and participation?
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LIVE IT – EVERYDAY
Partner with donors or prospects
Thank you calls to donors
Site visits to organization events,
programs
Notes to major donors
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GET TO THE YES!
No not for this
No not you
No not me
No not unless
No not in this way
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No not now
No too much
No too little
No go away
JUST DO IT!
If you can read this you are
not visiting with donors!
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TO FIND OUT MORE…
312.733.7520
www.pursuantgroup.com
www.talismantol.wordpress.com
@BTalisman
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