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2016RelationshipResolutions:
ResolvetoRaiseRelationships
Webinar 5: Culture of Philanthropy
June 2016
Agenda
Review of Key Content
Solicitation + Making the Ask
What Happens Now?
If you
remember
anything….
#1: Development work must
happen all the time.
 There is no fundraising off-season.
 Development is about momentum. Time
you spend on development is an investment
– don’t waste it by dropping the ball.
 If a donor gives and then doesn’t hear from
you again for a year, it’s likely they will
move on and forget about you.
If you
remember
anything….
#2: Make a fundraising plan.
 A plan can be simple. Even a simple plan is
powerful. Example:
http://learn.networkforgood.com/fundraisin
g-plan-template-for-nonprofits.html
 Space out your tactics. Don’t plan your big
special event and your donor phone-a-thon
campaign in the same month.You will burn
out and so will your donors.
If you
remember
anything….
#3: Define your “significant gift”
amount
 This is a “stop and take notice” amount –
not necessarily a “major” gift but not a gift
amount you receive everyday.
 Depending on the gifts you receive, right
now this level might be $100, $250, or $500.
 This is your “trigger level”: When a donor
gives this amount or more, you are
triggered to devote more time and
attention.
If you
remember
anything….
#4: Spend the most time and
attention on those who can give the
most or the most frequently.
 You want high effort to yield high returns.
 If you spend all your energy on low dollar
donors you will never grow.
 Low dollar donors = lower effort tactics
(direct mail, online appeals, event ticket
sales)
 Higher dollar donors = higher effort tactics
(phone solicitations, face-to-face asks,
grant proposals, sponsorship requests)
If you
remember
anything….
#5: Create an individualized plan for
every priority donor/funder.
 A “priority” includes donors/funders giving
at the significant or major level, and others
you are building up to that level.
 Every individualized plan should include
touch points for cultivation, stewardship,
and solicitation.
If you
remember
anything….
#6: Discipline, discipline, discipline
 Set as many individualized plans as you can
manage: better to see through your plans
for 10 priority donors than to set plans for
50 donors and not see any of them through.
 Commit to seeing them through a time
once a year when you review, revise, and
reset your overall fundraising plan and each
of your individualized plans.
 Distractions will happen. Fight them.
Development must be a priority.
Review of Key
Content
Culture of
Philanthropy
Culture of
Planning
Culture of
Goal
Setting
Culture of
Connection
Culture of
Gratitude
Culture of
Generosity
Culture of
Planning
The
importance
of having a
plan
Culture of
Planning
Greatest
effort
Effort
Efficiency
Culture of
Planning
Maximize
development
assets
Prioritize
highest value
givers
Raise more
sustainable
funds over
time
Value Relative to Effort
High value/High effort
• Direct solicitation
• Foundation grants
• Corporate
sponsorships
• Event sponsorships
Lower value/
Lower effort
• Direct mail
• Event tickets
• Online gifts
Intensive &
Strategic
Tactics
Efficient &
Routine
Tactics
Culture ofGoal
Setting
A Plan for
Each
Priority
Giver
Culture of
GoalSetting
Culture ofGoal
Setting
Culture of
Connection
Culture of
Connection
Appreciated
Engaged
InformedConfident
Closer to
values
Culture of
Connection
Cultivate
• Build interest and involvement
Solicit
• Ask for the appropriate amount in the
appropriate way at the appropriate time
Steward
• Thank: Make sure the giver feel appreciated
and convey the impact of the gift
Culture of
Gratitude
GRATITUDE
Steward
Cultivate
Culture of
Gratitude
The power of
“ThankYou”
Culture of
Gratitude
Thank you call
Official gift acknowledgment letter
Handwritten note
Listing in donor roster
Invitation to stewardship event
Inclusion in giving society/club
Appreciate in person (lunch, coffee)
Shout-out on social media
Culture of
Gratitude
Make
Thank
You Calls
a Habit
Culture of
Gratitude
Donors who are thanked
GIVE MORE:
Donors who are called
within 48 hours of
making a gift give more
next time.
Donors who received
thank you calls gave 42%
more 14 months later.
Culture of
Gratitude
Make a plan for:
• Who will call
• Who to call
• When to call
• What to say
• How to track
Culture of
Generosity
FourSteps to
Host a Donor
Through a
Meeting
Intro Listen Show Ask
Culture of
Generosity
Worksheet:
Donor Conversation Roadmap
Step 1:
Intro
“Thank you
for…”
…meeting
with me.
…coming to
our event.
being a
generous
donor.
Gratitude
Pleasantries
Connection
Look
Around
Settle in
StepTwo:
Listen
How do you
decide what
to support?
What do you
hope to
achieve
through your
giving?
What gift has
been most
meaningful?
Charitable
Context
How did
you first
learn about
us?
What first
inspired
you to
support
us?
Interest in org
How long
have you
lived in
Asheville?
What
keeps you
busy?
Personal context
StepThree:
Show
Use questions
to learn:
…what
resonates
…what they
may need to
know more
about
…what
conditions
might impact
willingness to
give
Elicit response
Convey what
is possible
because of
philanthropic
support – or
what would
not be
possible
without
support.
Why support
matters
Something
timely or
related to
their
interest
Update
What’s
most
important
to say
about
who you
are and
what you
do?
Mission minute
Step Four:Ask
Make clear
the next
steps to
make the
gift
Leaving
with a check
in hand is
ideal
Keep the
ball in your
court
Close
Don’t hear
“no” until
they say
“no”
Offer to
clear
barriers to
the gift.
Do not be
defensive.
Listen!
Handle
objections
Ask a clear
question
with a
specific ask
amount
Then say
nothing!
Pitch
Transition
to the ask
Cue them
that the
ask is
coming
Wind up
What happens
next?
Culture of
Philanthropy
Culture of
Planning
Culture of
Goal
Setting
Culture of
Connection
Culture of
Gratitude
Culture of
Generosity
Culture of
Philanthropy
Stewardship
Cultivation
Solicitation
$
Culture of
Philanthropy
In January:
 You assessed your existing development
resources and mapped your tactics to months
on the calendar.
Culture of
Philanthropy
In February:
 You set a SMART Goal to be carried out in the
approaching fiscal year.
 The point of the SMART Goal is discipline:
 You narrow your focus to something
definable and specific
 You determine how you will benchmark and
measure your success
The practice of setting and meeting a
SMART Goal can be applied to other donors
and additional goals.
Culture of
Philanthropy
In March:
 You identified the givers who are part of your
SMART Goal
 You qualified each giver as a prospect and
gathered what you know about them
 You created aTouch Point Action Plan for
each giver.
Culture of
Philanthropy
In April:
 You addedCultivationTouch Points into your
plans for each giver.
 We explored these cultivation tactics for your
overall development plan:
 A regular practice of making thank you calls
 More timely, more donor-centric gift
acknowledgment letters
Culture of
Philanthropy
In May:
 You addedSolicitationTouch Points into your
plans for each giver.
 At the Lunch and Learn at Conference, we
looked at 4-steps for “hosting” a donor through
a solicitation conversation.
 All of you received the “Conversation
Roadmap” handout.
Culture of
Philanthropy
In June:
 You are addingStewardshipTouch Points into
your plans for each giver.
 You’re getting ready to begin implementing
yourTouch Point Action Plans next month as
you start your new fiscal year.
Culture of
Philanthropy
Looking ahead:
 Jessica:Your#1resource!
 Future resources: Under development!
 Each other: Share and learn
 Yourself: Each of you has something you do
really well already in terms of donor
development. Start there! Build confidence and
grow.
Thank you!
Questions about what comes next?
Contact Jessica Griffin
Fund Development and Event Manager
jgriffin@smartstart.org
919-821-9528

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June 2016 Webinar Slides