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Major Donor Prospecting

Major Donor Prospecting. The 10% Rule. 10% of donors give 90% of donations. Individuals Give More. Giving USA 2008: http://www.aafrc.org/press_releases/gusa/GivingReaches300billion.pdf. ?. Internal Questions . What is a major gift ? How do we treat major donors differently?

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Major Donor Prospecting

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  1. Major Donor Prospecting

  2. The 10% Rule • 10% of donors give 90% of donations

  3. Individuals Give More Giving USA 2008: http://www.aafrc.org/press_releases/gusa/GivingReaches300billion.pdf

  4. ? Internal Questions • What is a major gift? • How do we treat major donors differently? • How do you store and leverage data? • What’s a realistic workloadof prospects?

  5. Internal Questions ? • What is a major gift? • $100? $250? $1,000 • How do you treat major donors differently? • Less appeals? • Board solicitation? • Face-to-face visits?

  6. ? Data Assets • How do you store your data assets • Secure back-up vs. E.D.’s head • Database is not plural • How do you leverage your data assets • Zoho and SalesForce offer free CRM tools • eTapestry is free for < 500 records • Capture data on major donors • What data do you keep

  7. What Data Do You Keep? ? • Amount sought • Affiliation with the organization. • Is donor actively involved? How? • Who on staff / Board does the donor know? • Does a current donor know the prospect? • Identify the donor’s motivational triggers • Chart the donor’s giving patterns • What are the donor’s affiliations (Boards, Clubs, etc.)?

  8. ? Capacity • What’s realistic in terms of the number of prospects? • Mission and fundraising (not vs.) • E.D., Board, staff, existing donors • In virtually every case – must ASK • Your organization will be hurt more not by those who say “no” but by those who would have said “yes” if asked

  9. Major Donor Prospects

  10. Current Donors • 7 x more likely to get a gift from a past donor • Select top prospects • Search by recent amount - gifts of >= $500 received in past year • Search by lifetime amount – accumulated gifts >= $1,000 • Search by number of lifetime gifts (not including monthly donors)

  11. Donors to Sister Organizations • Environmental • In your community • Find contact Info • www.whitepages.com • SBOE http://www.sboe.state.nc.us/VoterLookup.aspx • Tax records http://indorgs.virginia.edu/portico/assessors.html#nc • Uniformity in information / Source code

  12. Foundation Trustees • 990 Sleuthing with Foundation Finder http://foundationcenter.org/findfunders/foundfinder/ • By city • By state • By zipcode • Review 990’s • Who? How Much? To Whom? • Pages 6, 10, 11 • Capture trustee names

  13. Fall Into Your Lap Donors • Back off and establish a relationship • Set up a face-to-face visit • Ask and listen • What prompted the call?

  14. Putting It All Together • Don’t compete at the mailbox • You can’t milk a cow through the mail • Get the meeting • Who makes the ask

  15. Stewardship • Active listening • Message their motivational triggers • Build mutually beneficial relationships • Let them know why THEIR gift is important • Say thank you • Rinse, repeat!

  16. Questions? ?

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