Audio Preparations

1. Audio Preparations If your computer has sound capability, are your speakers turned on and is your volume up? If “yes”, can you hear music coming from your computer? If “yes”, please help UWA save a lot of money by hanging up your telephone and listening to the webinar through your computer. If you have trouble with the audio at any time during the webinar, you can call in on your telephone: 1-877-407-3039

2. Major Donor Strategies: Major Gifts 101 Jennie Stipick, Rob Laux and Brendan Miller October 14, 2004, 1:30 - 2:30 EDT

3. Today’s Hosts Brendan Miller Director Community Impact United Way of Central Indiana Rob Laux Alexis de Tocqueville Society United Way of Central Indiana Jennie Stipick Director of Major Gifts and Planned Giving United Way of America

4. Agenda • Who Gives? • What is a Major Gift? • Leadership and Major Giving Trends • The United Way Major Donors • Q & A • Formulating your Ask based on Your Community Agenda • Making the Ask • Strategies for Working with Major Donors • Setting Your Goal • Q & A

5. Who Gives?Giving USA 2003

6. Who Gives?Giving USA 2003 Total Individual Bequests Foundations Corporate

7. What is a Major Gift? • For today’s purposes, • a major gift is an annual gift • of $10,000 or more

8. Leadership and Major Giving Percentage Growth over 1992 baseline

9. Trend in Tocqueville/Mega Giving Number of Givers 1992-2003

10. Trend in Tocqueville/Mega GiftsAverage Gift 1992-2003 dollars

11. Who are Major Gift Donors? • Business Leaders • Retirees • Widows • Those in need of good publicity • Small business owners • Current donors, especially long time donors • Individuals of wealth

12. Because they are asked! Personal/business recognition Networking opportunities Social Tradition Local UW is efficient Spouse Right thing to do Tax advantages Required to Like local UW Want to make a difference Don’t have time to research community needs Why do individuals make Major Gifts to United Way?

13. Where do you find Major Gift Donors? • Ask current donors for names of prospects • Current donors, especially long-time donors • Local book of lists • Chamber of Commerce • Info USA (e.g. look at sales per employee) • Data-mining of current UW donors • Newspaper and local business papers • Professional organizations (e.g. YPO – Young Presidents Organization) • Internet – Public company officers and board membership • Donors to other local non-profits • United Way online research materials

14. Impact/Focus Area Vision or goal statement Priority Issues Within Each Impact/Focus Area Relevant documentation/information: Relevant documentation/information: Relevant documentation/information: Initiative/Partnership Community Problem/Issue Addressed Initiative/Partnership: Resources Needed Funds Relationships/influence Expertise Technology Volunteers In-kind Selling Community Impact Worksheet Note: Making the Most of Your Community Initiatives (at https://online.unitedway.org/UsingInitiatives) includes a sample initiative description that organizes basic facts into a compelling story.

15. Collaboration - Resource Development & Community Services/Building • Some examples: • Beyond statistics… explaining “Why is this an important result for the community?”; Logic model for investment • Materials: • Major gift “pledge buys”, brochure • “Case samples” – handouts for de Tocqueville gatherings • General campaign brochure • Proposals for investing special targeted major gifts • Where we’re headed: • “Portfolio” sheets for major focus areas, special initiatives of United Way

16. Making the Ask • Prior to making the ask: • Have a general idea of what the prospect is capable of giving on an annual basis or a one-time basis • Remember: • Capacity to give is more than just annual income • Assets are especially important when considering one-time gifts • Other Considerations: • Bonuses, commissions and spouse’s income • Age of prospect and children • Length of time at income and asset level

17. Making the Ask (cont.) • Establish rapport: • Mirror and match the prospect • Ask questions: • Find out what they are passionate about, what is important to them and why, what do they think about United Way, and so on • Let the prospect talk, you will have an opportunity to talk later

18. Making the Ask (cont.) • State your case: • Show how the prospect’s support can have a positive impact in the community. Provide specific examples. Be brief, you don’t have to tell them about everything that your United Way is doing in the community. • Deal with objections and concerns honestly and directly. • Make the ask! • Make sure the ask is specific and the prospect is clear of what is expected. • Remain silent. Wait for the prospect to respond. • Thank the prospect! Even if the answer is no.

19. Reaching out to prospects • Leadership giving councils • Dinner / reception in current donor’s home • Special events • Networking lunches at a current donors place of business • Social receptions at a unique location or a current member’s home • Annual campaign

20. Retention • Thank You! • Value add • Be honest • Special events • Year round communication • Phone calls • Personal visits • Recognition

21. Volunteer leadership Thank you letter Thank you event Cultivation and solicitation is a year round process Good prospects are volunteers and vice versa Local UW president is supportive and makes asks Files are kept for each donor/prospect The Major Gifts DepartmentWhat is required?

22. The Major Gifts DepartmentWhat is required? • Regular prospect meetings (staff only) • Staff needs to prepare volunteers before making a call • All major donors are personally ‘touched’ by UW staff once a year through a phone call or a personal visit (outside of the Ask) • Campaign staff and major gift staff work well together • Stewardship/cultivation events in addition to thank you events • Contact reports should be filled out after visiting with a prospect/donor

23. Volunteer make every ask (asks are peer to peer) Volunteers identify prospects Asks need to be one-on-one or face-to-face Have staff, volunteer and research all in place before asking for a gift Prospect should be a current donor The Major Gifts DepartmentWhat is nice to do?

24. Strategy How Many to Plan Every Year Size of Your Prospect List Success Stories Your Plan CEO Luncheons (Minimum of 2; maximum of 4 if population > 1 million) (50 people for each 100,000 population) Indianapolis held 3 CEO luncheons and added 12 new members Louisville held 4 CEO luncheons and signed up 18 new members from this event; Phoenix held 3 and got 22 new members General Counsel Breakfast (Minimum of 2; maximum of 4 if population > 2 million) (25 people for each 100,000 population) Indianapolis held 1 and added 4 new attorney members Louisville held 2 and immediately added 3 new members Phoenix held 1 and added 8 attorneys all year Executive Presentations (Based on the number of companies that run campaigns where the CEO of office head is a Tocqueville Member) (Should be between 10-25) Louisville started late, and was only able to do 4 presentations and got 10 new members; The Phoenix Chair made 25 presentations resulting in 27 additional Tocqueville members from this effort alone Alexis de Tocqueville SocietyGrowth Strategies Worksheet Current Tocqueville Society Membership: ___________ Goal: _____________ members (1 for every 3,000 population)

25. Set your local goal • Number of current major gift donors __________ • Goal – number of new donors __________ • Current dollars from major gift donors __________ • Goal – dollars from major gift donors __________

26. United Way of America Upcoming Events • October • October 26 – Connecting with Small Cities United Ways with Brian Gallagher • October 28 – Major Donor Strategies: Using the Impact Agenda to Market Major Gifts • 2005 • Major Gifts Seminar – February 7-9, 2005 • United Way Leadership Forum: March 30 – April 1, 2005 • Tocqueville Leaders’ Weekend – April 21-23, 2005 • Watch Breakfast for United Way Online for more descriptions, dates, and times

27. Thank you