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Why People Give and how to position yourself so that they give to you?

Why People Give and how to position yourself so that they give to you?. This presentation is drawn from Strategic Fund Development by Simone P. Joyaux. Let’s think:. Why do you give?. Let’s think:. What causes you to increase your gift from one year to the next?. Let’s think:.

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Why People Give and how to position yourself so that they give to you?

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  1. Why People Give and how to position yourself so that they give to you? This presentation is drawn from Strategic Fund Development by Simone P. Joyaux

  2. Let’s think: • Why do you give?

  3. Let’s think: • What causes you to increase your gift from one year to the next?

  4. Let’s think: • What caused you to make the largest philanthropic give of your life?

  5. Let’s think: • Have you included any philanthropic gifts in your will? Do you have a will?

  6. Constituency Development • Desired outcomes • First time gifts • Increased gifts • Multiple gifts in one year • Help with solicitations

  7. Contact with donors: • Needs to be balanced: too much or too little? • Focus on what the donor wants, not what you want to do? • Opinion: It takes 9 cultivation activities before you ask for a gift • Identify what activities will move a donor along the continuum • The larger the donor the more personalized the approach • What can you afford to do?

  8. Contact with donors: • Ideally, you would work sensitively with each individual donor 100% of the time • Realistically, you have to allocate the more effort where there is the greatest likelihood of success

  9. Steps to a gift • Identify most likely suspects • Communicate • Build relationship (Cultivation) • Ask for the gift • Express gratitude • Begin the process all over again

  10. Caveat • A donor is more important than a donation.

  11. Constituency Development Process: 10 Questions • What makes a suspect a good candidate? • What to they know about us? • What do they want? • Are our needs congruent with their wants? • Are they involved/committed to us

  12. Constituency Development Process: 10 Questions • Is the constituent ready to be asked? • What is the right amount ask amount for the right reason? • Was the ask effective? • What did I learn and what is the next step? • How can I build the relationship?

  13. Constituency Development • “Your constituent could be one major corporation or 100 individuals who share certain characteristics.” • Simone P. Joyaux Strategic Fund Development

  14. Moves Management • Review prospects history with your organization • Plan right initiatives to strengthen prospect’s awareness, knowledge, interest, caring, involvement, and commitment • Coordinate planned initiative with volunteers and s taff • Carry out the initiative • Evaluate • Document and discuss the results

  15. Effective Communication • Grabs attention • Tailored to the target audience • Stirs interest • Motivates prospect to take action • Builds conviction and desire • Promises a desired benefit • Calls the constituent to action • Tells the donor what to do

  16. Four Personality Types • The Expressive • Loves new stuff • Easily bored • Likes bold statements • Keep it short and lively

  17. Four Personality Types • The Analytical • Likes facts and more facts • Has trouble deciding • Expects documentation, statistical evidence

  18. Four Personality Types • The Bottom-liners • Decide quickly • Jump to the end • Like brevity and summaries • “What do you want?”

  19. Four Personality Types • The Amiable • Value relationships • Wants you to be a friend • Use “you” • Talk about on-going relationship

  20. Lesson from Marketing • Know your donors • Psychological research • The Civics • The Adaptives • The Idealists • The Reactives • Demographic Research • Age cohorts • Geographic area: east, west, north, south • Urban vs. suburban vs. rural • Segment your market

  21. What Do Donors Want? • To be thanked in a timely and appropriate way • To be recognized and treated as an investor in your organization • To achieve a meaningful impact/outcome on a social problem or cause • To be given assurance that the gift was stewarded properly • To be able to realize their own aspirations through giving • Not to be taken for granted

  22. Most donors give because:(Scale 1-10) • Belief in mission 7.9/10 • Great interest in program 7.6/10 • Local respect for institution 6.9/10 • Serves on Board 6.9/10 • Memorial opportunity 6.9/10 • Involved in campaign 6.9/10 • Leverage of solicitor 6.8/10 From Megagifts, by Gerald Panas

  23. Million dollar donors give because: • Belief in mission 9.6/10 • Civic/community pride 8.1/10 • Regard for staff leadership 7.4/10 • Fiscal stability of agency 7.4/10 • Local respect for institution 7.0/10 • From Megagifts by Gerald Panas

  24. Million dollar donors do not give: • Guilt feelings 1.3/10 • Campaign materials 2.3/10 • Tax considerations 2.4/10 • Memorial opportunity 3.7/10 From Megagifts by Gerald Panas

  25. People do not give because: • Not asked • Don’t get around to it • Their needs not understood • Inadequate communications • Wrong solicitors • Amount not relevant to organizations need and donor’s ability

  26. Finally, it all comes down to: Select the right person, To ask the right question, At the right time, For the right amount, In the right way, For the right reason.

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