Major Gift Fundraising and the Leadership Volunteer

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Major Gift Fundraising and the Leadership
Volunteer
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What is major gift fundraising?

• Thoughtful rather than impulsive
• Investment rather than gift
• Community good rather than WIIFM
• Values rather than duty based
• Personal relationships, rather than mass marketing

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Who gives?
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What do they give to?
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Why Volunteer Leaders?

• Extend staff resources
• Expand the philanthropic network
• Extend the knowledge base
• Are more likely to make meaningful gifts
• Bring credibility to the ask

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Im afraid to ask

• Most people dont give unless they are asked.
• Donors expect and even look forward to it.
• An invitation, not a sale.
• What will be the result if you dont ask?

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Not Asking Insures Failure

• You miss 100 of the shots you dont take.
  Wayne Gretzky

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Volunteers and the Five Is.

• Identify
• Inform
• Interest
• Involve
• Invest
• When you becomes we

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Identify

• Review lists
• Provide contacts

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Inform

• Discussions with friends
• Small groups
• Large gatherings

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Interest

• Answer questions
• Take suggestions
• Note and report interest

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Involve

• Serve on committees
• Make calls
• Host small events

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Invest

• Accompany a professional or other volunteer on a
  call
• Witness for the station
• Ask

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Why people give
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The Seven Faces of Philanthropy

• Russ Alan Prince Karen Maru File
• Twelve firms studied the characteristics of 218
  charitable donors.
• Discretionary income gt1 million who had made
  gifts gt50,000.

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The Seven Typologies

• Communitarians Doing good makes good sense.
• 26 of givers
• Often local business owners
• Dont just give, get involved
• Benefit is the network

• Devout Doing good is Gods will.
• 21
• Give 94 to churches
• Investor Doing good is good business.
• 15
• One eye on the cause, and one on taxes
• Give broadly

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The Seven Typologies

• The Socialite Doing Good is Fun.
• 11 of givers
• Enjoy social network
• Special events
• Not board members
• Arts and education

• Altruist Doing Good Feels Right
• 9
• The Selfless Donor
• Moral imperative
• Tend not to serve on boards
• Give more to social causes

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The Seven Typologies

• The Repayer Doing Good in Return
• 10 of givers
• Constituents first, donors second
• Have personally benefited
• Feel loyalty, obligation
• Give to hospitals, schools

• The Dynast Doing Good is a Family Tradition
• 8
• Inherited wealth
• Believe it is expected
• Variety of causes each generation chooses its
  own.

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Who will give to you?
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MegaGifts

• Jerold Panas interviewed 20 who gave more than 1
  million.
• 22 key motivators
• Interviewed 1,082 non profit leaders.
• Significant perceptual differences

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Differences

• What leaders thought
• Community Responsibility, Pride
• Belief in the mission
• Interest in a special project
• Involved in the campaign
• Service on board, committee
• Memorial opportunity
• Respect for institution in community

• What givers said
• Belief in the mission
• Regard for staff leadership
• Fiscal stability
• Respect for institution in community
• Regard for volunteer leadership
• Service on board, committee
• Respect for institution in a wider circle

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The point is

• People give for their own reasons, not yours
• When asked, most givers cite
• Belief in the cause
• Confidence in financial management and
  leadership
• Its respect both locally and beyond
• People give because they enjoy it
• People give because they were asked

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A solicitors most important tools

• Knowledge
• Questions
• Silence

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Knowledge

• The case
• Why the organization exists
• The prospect
• Giving, interests, affiliations
• The amount
• Agreed by you and staff
• Capacity and interest

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Armed with this knowledge

• Prepare a written plan of action
• What is the purpose of this visitgift or
  cultivation?
• Will I go alone or take another?
• What are our roles what will we say, who will
  ask, what is likely to be the result?
• What is my fall-back position?
• Make the appointment the hardest part.

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The Interview

• Establish rapport.
• Friends in common
• Question them about interests
• Question them about the service. Your favorite
  programs? Do your grandchildren watch? Do you
  know that WXXX?
• Down to business
• Im here because
• Explain the project
• Ask for questions and answer them

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Listen

• The Most Important Skill
• Try to pose questions that draw the prospect out.
  Listen for responses.
• Show that you are listening.

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Dealing with Objections

• Acknowledge them
• Dont debate, but do provide facts
• Correct erroneous information
• Get back on track
• Maintain a common ground

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The Question
Given your past support of (WXXX/so many worthy
projects in Anytown) and the importance of this
project to families and children throughout our
community, I hope that you will join with (peers
who have given) in this cause. We would be most
grateful if you would consider a major gift in
the range of ( amount) (OPTIONAL payable over
the next X years.)
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Whats next?

• Having asked the question, what is the next thing
  you should do?

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Silence

• Say nothing.
• Look the prospect in the eye and wait.
• Do not
• Provide an out. Of course, if youd rather
• Make excuses.
• If you speak, you lose.

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Putting it to work

• An exercise

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What to do if
Ill have to think about it. I understand. Its an important decision. When should I stop back?
Im not that interested. Provide the facts on those served. Could I ask you to think some more about it? When would you like me to stop back?
I cant possibly give at that level. Explain payment options Review importance of participation. Given that, Would you consider a gift of (next lower range)? Please give it some more thought. When should I stop back?
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When you get a firm No.

• Be gracious, in person and in writing.
• If no to this project, gather more info.
• If no to the station, gather objections.
• There are prospects who will not give to you.

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Rules for asking

• Make your own gift first
• Know your prospect
• Listen to what the prospect says
• Emphasize the prospects interests
• Ask for a specific gift
• Remain positive and focused
• Counter objections with facts
• Manage the follow-up (pledge card, next
  appointment, reporting results)

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You Can Do This