Reaching

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Reaching Cultivating Major Donors

• John W. Corfield
• President
• Corfield Consulting Services

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Agenda

• Things to remember about giving
• How do we determine who is a major donor?
• How do we reach these donors?
• How do we present the need?
• Which presentational materials are best?
• Major donor Presenter Training Session

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Things To Remember About Giving

• The number one reason a constituent does not
  give?
• The number one reason a constituent does not
  maximize the gift?
• The reason others prospects do not give or give
  what they could?

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How Do We Determine Who Is A Major Donor?

• Feasibility Study
• Contribution records
• Networking
• Foundation/Corporation research
• Donor research

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How Do We Reach These Donors?

• Invite all of them to participate in your
  feasibility study
• Invite them to a special dinner for major donor
  prospects
• Present the need in person, face-to-face
• Always use the right person to do the ask

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How Do We Reach These Donors?

• Ask for specific amount in person
• Pick up the pledge in person
• Recruit them to reach other major donors through
  visitation

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How Do We Present The Need?

• Give specific information
• Present all materials
• Give personal sacrificial giving testimony
• Answer all questions
• Ask for specific range amount (it is expected)
• Set appointment to get the pledge

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Which Presentational Materials Are Best?

• Categorical Gift Chart- Not good donors jump to
  lowest categories
• Good for training solicitors
• Good for understanding importance of major donors
• Builds confidence that the campaign plan can work

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Which Presentational Materials Are Best? (Cont.)

• Brochures- be very specific
• Should not be too wordy
• Brief history
• Mission statement
• Message from organizational leader
• School today
• Campaign plan, phases and goals
• Campaign costs and components
• Diagrams and memorial opportunities
• Conclusion
• Pledge card
• Gift naming opportunities should be clear
• Expensive to change
• Pictures should be colorful and match the text

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Which Presentational Materials Are Best? (Cont.)

• Presentation Book-
• Can be amended when necessary
• New campaign phase diagrams can be added
• Commitment amounts updated
• Memorial opportunities updated
• Sacrificial giving testimonies
• Ways of Sacrificing sheet updated
• Use bullet sentences

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Which Presentational Materials Are Best? (Cont.)

• Presentation Book (Cont.)- similar format to
  brochure, but add
• Dynamic Presence (schools impact on community)
• Miscellaneous information
• Budget
• Staff information such as longevity, degrees,
  etc.
• Generally not as expensive as brochures
• Updates can be sent out
• Much more flexible than brochure

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Major donor Presenter Training Session

• Match major donor presenter to similar major
  donor prospect (remember right person rule)
• Explain philosophy of giving, brochure, gift
  chart, etc.
• Give presentation demonstration
• Show how to ask for specific dollar amount for
  specific need
• Pray

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Other Presentations

• Video Presentations- great, if
• You watch it with them and explain it
• Contains the above frames information
• Remember
• They will probably not watch it if sent to them

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Questions?
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