1. Snag ‘Em for Life
Building and Managing Major Gift Program in
eTapestry
Presented by Pam Dechert, CFRE Senior Consultant

2. TODAY’S SESSION WILL COVER:
 The importance of annual giving to creating and sustain a major
gift program
 Discuss giving trends and how they affect your major gift
program
 What tools in eTapestry can be used to identify good major gift
prospects
 What tools in eTapestry can be used to manage and run a
major gift program

3. Annual giving – where it all
begins start out by giving to your
• New donors
annual fund
• It is the beginning of donor loyalty (or
not)
• It reaches the largest group of
individuals
• New donors and multi year donors will
increase overall fundraising
How is giving?

4. 2012 CHARITABLE GIVING TRENDS

5. WHERE IS IT COMING FROM?

6. BABY BOOMERS DOMINATE

7. BABY BOOMERS DOMINATE

8. MULTI CHANNEL AND MULTI
GENERATIONAL IS THE NEW
NORM…BUT

9. HOW MUCH DO THEY GIVE TO
THEIR TOP CHARITY?

10. What does this mean for a major
gift program?

11. HOW DOES YOUR MAJOR GIFT
PROGRAM STACK UP?
•
WHAT IS A MAJOR GIFT TO YOU?
•
ARE YOU STRATEGICALLY USING THE ANNUAL FUND TO GROW MAJOR
GIFTS?
•
ARE WE FOCUSING ON THE RIGHT PEOPLE?
Isn’t a ‘magic ask amount formula’
May not be the same for each donor
Mean gift by age vs. your mean gift?
What is your organizations average gift?
What are the top gifts to your organization?
2 and 10 x’s the normal
Needs
Lifestyle
Engagement
Ask/Prospect
Research/Data Model

12. Who makes a good major gift
prospect?
Boomers, Matures
Annual recurring gift donors
Regular yearly or monthly donors by check, credit card, direct mail or
bank draft/EFT
Anniversary givers (same time each month or year)
Board members, committee members, regular participants,
passionate volunteers

13. Find them in eTapestry
Campaign Analysis
Recurring Gift Donors
Birthdates
Lifetime Givers
Consecutive Givers
Volunteers, Board Members
Use the Giving History Widget
Donor Renewal Rates
Giving Dynamics
Top Donor
Eliminate and tweak list based on ages, how they give, involvement,
rating/screening etc.
- Remove businesses, foundations, transactional donors, what
else?

14. Find them in eTapestry
Campaign Analysis Report: Helps to set major gift amounts and how many
prospects you need.

15. Find them in etapestry

16. Find them in eTapestry
Consecutive Months and Consecutive Years Reports: Helps you find
those regular, loyal donors

17. Find them in eTapestry
Recurring Gift and Top Donor: Helps you find regular donors and
mid/lower end ‘top donors’ to campaigns

18. Target analytics

19. Other Blackbaud resources
Blackbaud and Target Analytics offer unparalleled access to the
world’s largest searchable database of charitable donations. With
more than 60 million records, NOZA provides the most
comprehensive and up-to-date source of charitable giving data
available anywhere.

20. Other Blackbaud resources
Echelon Power Segments
• Income 360

21. WE’VE IDENTIFIED OUR TOP
PROSPECTS
Do you have a good profile of each?
•
•
•
•
•
•
•
•
Use eTapestry as the CRM it is.Don’t keep it in your head!
Correct biographical, address information
Do we have good information about birthday, work, family
Google Alerts
User Relationship(s) in eTapestry
Who knows them?
Do board and staff rate and screen?
Use Account Summary to review donors, rate/screen and build a strong donor profile !

22. Tag ‘em – create a great profile!

23. FIND ‘EM AND RATE/SCREEN IN
ETAPESTRY
RATE AND SCREEN USING FOR IMPACT FIELDS – DOWNLOAD THESE FIELDS TO RATE/SCREEN PROSPECTS WITH
STAFF/BOARD IN ORDER TO GET A QUALIFIED PROSPECT INDEX AND CREATE A MASTER PROSPECT LIST!
For Impact Field
Description
Capacity
An estimate of the constituent's
ability to make a transformational gift
to your organization. The definition
of a transformational gift depends on
the level that your organization
considers a major gift.
Relationship
Your perception of how closelyaffiliated this constituent is with your
organization.
Timing
How good the timing might be to
solicit a gift.
Giving History
A measurement of what the
constituent has demonstrated in the
past to your organization. Multiple
gifts or a very large one-time gift
would normally rank someone
higher on this value.
Philanthropic History
A measurement of the constituent's
interest and propensity to support
philanthropic causes in general. For
major prospects, you can often find
information on past giving in the
local community foundation annual
report.

24. Create a major gift master contact
for your prospects

25. DOWNLOAD FOR IMPACT & MAJOR
GIFTS FIELDS

26. MAJOR GIFT UDF SET
HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS

27. BUILD MAJOR GIFT TRACKING
YOUR WAY
• Use as many or as
few you want
• Change to fit your
program, wording
• Add your own steps,
cultivation dates

28. EACH PROSPECT GETS:
A MAJOR GIFT MASTER CONTACT ON THE JOURNAL
•
One at a time or use Mass Update (with a custom account query) to Mass create your
master contacts for the year

29. KEEP TRACK OF THE PROGRESS
BY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP ADVANCES

30. RECORD OTHER CONTACTS AS
ANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT IS A MAJOR GIFT CONTACT, MARK IT
WELL

31. KEEP UPDATING THE MASTER
UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE AS WELL
CONTACT

32. DON’T IGNORE STEWARDSHIP
ADD PLAN TO COMMUNICATE AND THANK THEM
•
Build in the dates for you to:
• Write a handwritten thank you
• Have you or board chair, ED call to thank
•
Letter, email within the next 90, 120, 180 days
• How important their gift was and how it is being used
• Organization news and updates
• Acknowledge them: birthday, promotion etc.
• Fun stuff!

33. MEASURE RESULTS/PROGRESS
MAJOR GIFT QUERIES

34. BUILT IN REPORTS

35. MAJOR GIFT QUERIES AND
REPORTS
BUILT IN QUERIES ARE JUST A START
•
All major gift fields are on the contact method, so its easy to add and build your own!

36. DO MORE!
USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK
Favorites on your Dashboard!
• Auto deliver & scheduled
•

37. USE REPORTING TO CUSTOMIZE
SUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS

38. CIRCLE BACK TO SNAG ‘EM
IT ALL STARTS WITH:
•
Building annual fund with a focus on building donor loyalty
•
Paying attention to multi- channel but don’t lose sight of your prime major gift
prospects that come from direct mail, annual fund and personal relationships
•
Thinking about how much time you are investing in your key major gift
prospects
•
Identify your major gift prospects with tools built into etapestry, offered by
Blackbaud and through your own staff/board identification
Build good profiles, know them and get to know them
• Make a master major gift plan for each and execute using eTapestry as the
primary CRM tool
• Using our Major Gift tools to start, build and grow your own Major Gift program
•

39. Speaker Follow-up Slide
pam.dechert@Blackbaud.com
317.819.7529
For more information, resources,
and conversations, visit:
blackbaud.com/research
npEngage.com