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AMERICAN ASSOCIATION OF COMMUNITY COLLEGES Thursday July 30 th , 2009 PRINCIPALS OF FUNDRAISING. SHABINA BAHL STEPHANIE HENSON KATIE NORTON. INTRODUCTION. SHABINA BAHL Director of Development (major gifts, board and program management) KATIE NORTON - PowerPoint PPT Presentation
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AMERICAN ASSOCIATION OF COMMUNITY COLLEGES
Thursday July 30th, 2009
PRINCIPALS OF FUNDRAISING
SHABINA BAHLSTEPHANIE HENSONKATIE NORTON
INTRODUCTION
• SHABINA BAHL– Director of Development (major gifts, board and
program management)
• KATIE NORTON– Associate Director, Friends of Johns Hopkins
Medicine (annual giving, direct mail)
• STEPHANIE HENSON– Interim Director, Department of Donor Relations and Development Events
DEFINING ANNUAL GIVING
• Gifts on an annual basis
• Annual gifts = current-use, unrestricted, sustaining, under a certain threshold
• Acquiring new donors, repeating, and upgrading gifts
• Bottom of the fundraising pyramid
GIVING PYRAMID
PURPOSES OF ANNUAL GIVING
• Consistency and flexibility
• Pipeline for major gifts
• Mode of communication
• Engagement and stewardship
ANNUAL GIVING:PLANNING
• What are your goals?
• Who is your audience?
• What is your budget?
• What is your case for support?
ANNUAL GIVING: SOLICITATION
• Direct Mail
• Phonathon
• E-Mail / Online Giving
• In-Person Asks
ANNUAL GIVING: TESTING
• Factors to test in Direct Mail: – Package– Envelope: Window, Teaser– Postage– Front-end Premiums, fulfillment
premiums– Letter signer and copy– Ask amounts, payment options
ANNUAL GIVING: EVALUATING
• Result analysis
• Know what to expect
• Appeal codes
• Donor feedback
• Peer benchmarking
MAJOR GIFTS
• RESOURCE ALLOCATION– What do you need to run a successful major gifts
program?– How to hire GREAT major gift officers
• PHILANTHROPIC PRIORITIES– Who is in charge– What is realistic
• BOARDS– You cant live with them, but you can’t live without them!
MAJOR GIFTS
• IDENTIFICATION– Pipeline development
• CULTIVATION– Listen with your heart – Respond to what they said, not what you wish you heard! – Timing is everything
• SOLICITATION – Right person, at the right time, for the right request– Oh no! They said NO. Now what?
SUCCESSFUL STEWARDSHIP
• Customized
• Allows donor expression
• Brings the donor and institution together
• Shows spending as agreed and prudent management
• Create year-long plans– Number of touches– Pre-planned
institutional activities
• Incorporate variety
• Coordinate schedules
STEWARDSHIP COMPONENTS
• Acknowledgments/Letters
• Financial reporting
• Gift clubs
• Special events
ACKNOWLEDGMENTS &LETTERS• Determine letter thresholds
– (Chair, Dean, President)
• Should NOT contain the amount of the gift– Separate from tax receipts
• Should be personalized to the gift and the donor
• Determine the correct timeframe for delivery– Acknowledgments: 2-5 business days– Letters/reports: annual
• Ensure correct data– Amounts– Documentation– Transparency
• Annually updated templates
• Donors expect clear financial reports
FINANCIAL REPORTING
GIFT CLUBS
• Run like effective volunteer boards
– Member knowledge
– Donors engaged in your mission and advance the threshold of their giving
SPECIAL EVENTS
• Establish goals and a budget
• Determine your audience– Personalization
• Dovetail with institutional events
• Theme and “moment” variety
• Correct branding, media coverage, government officials
• Record all that you do
THE MORE THE MERRIER
• Allow a donor to tell their story– One-sentence quotes can be effective as an
entire article– Asking permission to tell the story is in
itself powerful stewardship
• Use all of your institution to reinforce messages
WHY DO WE STEWARD?
• To nurture identification and cultivate
• Cyclical deepening of relationship with the institution
• When it’s time to create the ultimate gift, your institution will come immediately to the donor’s mind
THANK YOU FOR ATTENDING!
SHABINA [email protected]