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7/30/2019 Buildingadonorcultivationprogramatyourymca Naydoblackbaudwebinar September2009 090930130204 Phpapp02
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Wondering how to invest your time for the greatest return in
t s c a eng ng economy
Build a Donor Cultivation Program that Really Works!
Erik Daubert MBA, ACFRE
September 30, 2009
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Blackbaud is proud to support NAYDO and the’
This session is underwritten byBlackbaud’s YMCA Team
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Housekeeping• Attendees are encouraged to interact and ask questions
‘Chat’ directly to presenter or ask the whole group
• Be aware of your background noise and hold music
• Presentation materials will be emailed to all attendees
• Next NAYDO web seminar November 4th:
Lance Armstrong Foundation’s use of Social Media to BroadenReach and Engage Supporters
• 2010 Conference: Members only registration deadline is October 30th
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“Building a Donor Cultivation Program
at YOUR YMCA”
Erik J. Daubert MBA, ACFRE
Nonprofit Management [email protected]
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Erik J. Daubert MBA, ACFRENonprofit Management Specialist
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National YMCA BasicPrinciples
• YMCA fundraising campaigns should be basedupon relationship-building and are (as much aspossible) face-to-face campaigns.
• YMCA fundraising campaigns must tie into theYMCA’s membership involvement plans andstrategies.
• The YMCA needs to move toward having a year-round campaign program that includes personalcontacts, communication, and relationship-
building.
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Community
Need
YMCA Program•Resources
Identify
DetermineDonor’s Interest
Plan NextStep
Donor Centered Cycle of Giving
PromptAcknowledgement
MeaningfulThank you
ASK
•Volunteers•Donors
AssignRelationships
BuildPassion
Back
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Americans (North!) Are Generous
• Close to 90% of all North American
households made a gift – 89% in US and 84% in Canada
• US Donors Contributed 2.1% ofHousehold Income while Canadian
contributions per household continue torise
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Where Donors Give Their GiftsOrganizations :
• That meet important needs
• They respect & have confidence in
• They trust will be good stewards of funds
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Why People Give• They’re Involved
• Preserve Values
• Repay Debt
• Concern for Others
• Habit
• Tax Benefits
• Peer Recognition
• Join Others
• Improve Community
person asking
• Someone ASKED
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Someone in your pastlied to you…
…fundraising is NOT about $$$.
Fundraising is about connectingpeople to their passion through yourorganization…
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What do you need to raise moneyFOR at YOUR YMCA?
• Operations?
• Capital Project?
• Sustaining work (financial assistance,
commun ty outreac , etc.• Endowment?
• Programs?
• Other?
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Advancing YOURYMCA…
What’s YOUR YMCA stor ?
Why should I (or anyoneelse) give money to YOUR
YMCA?
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• What is YOUR YMCA story - why shouldsomeone give to YOUR YMCA.
– What is the case?
– What is the story?
– donor/prospect?
– Where does the money go?
– How will YOUR YMCA use this money if it iscontributed?
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What are YOU doing to grow and
BUILD RELATIONSHIPSthrough…
• Annual Campaign• Capital Campaign
•
• Targeted Donor-Centered Major Gifts
• YOUR Case for Support
• YOUR Leadership Choices• YOUR Donors and Prospects
• YOUR Team of staff AND volunteers
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Each effort should have relationship
building (donor cultivation!?) as acore part of your strategy
• Annual Campaign• Capital Campaign
•
• Targeted Donor-Centered Major Gifts
• YOUR Case for Support
• YOUR Leadership Choices• YOUR Donors and Prospects
• Your Team of Staff and Volunteers
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Your goal should be to…• ENGAGE with the donor ☺
• Determine what interests THEM!
• Find out how they think and act and WHY?
• Find out what they love most about YOU?
• It’s not about SELLING…It’s aboutCONNECTING with donors and prospects!
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Who are our ma or
donors/prospects?
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RIGHT NOW!!!List Your #1 - Top Prospect for whatever
your biggest campaign effort is…
•
• Capital
• Endowment
• Special Campaign/Gift• Other?
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When is their birthday?
•Date•
•Year
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When we meet and interact with
individuals, we want to ADVANCEour cause and their relationship with
the YMCA…
• Two Simple Strategies: –Best Friend Concept
–Where Interest and Capacity Meet
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Where Interest and Capacity Meet…Targeted Donor Centered Fundraising
7
8
9
1
2
3
4
5
6
1 2 3 4 5 6 7 8 9
Interest/Willingness
C a p a c i t y
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What are you doing to GROWdonor/prospects at YOUR
YMCA?
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Involvement
Awareness and Education
Relationship Building
Conversion
Involvement
E x
p e r i e n c
e
Connected Casual Committed
Service
and
Quality
Ownership
and
Loyalty
Satisfaction
and
Success
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Cultivating a Major Ask is Critical…
• Often times, major gifts are 90% - even
95% - cultivation and only 5% or 10%asking
they come to the your facility or camp
• Visit with key donors/prospects when you
can between events and asking• “Work the room”
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But You Cannot Cultivate Everyone
the Same Way…• Who has the most potential?
• Who can yield the greatest results for yourorganization?
• How can you make it PERSONAL?
• Where should I look for these prospects? – Membership
– Leadership
– Donors
– Community
– Other?
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Then Build a Plan!• Who should I connect with?
• Who do I connect with “naturally”?
• Who on my staff can be a strong
connector w t onors an prospects• Who of my volunteers can be a connector
with donors and prospects?
• What committees might be involved?
• How can we divide the work/play?
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Intentional Major Gifts Plan• Starts with a Good Master Plan
• Always looking for major donors
• Operates year-round
• Low key but continuing basis• Minimum CEO, Executive Director, plus
Board Chair and select other Board
members are directly involved
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Develop a Personalized Plan for
Your Top Prospects• Who is the best person to EVENTUALLY solicit
this donor/prospect?• Is this prospect ready? Do you need or havemore time to cultivate their interest?
• ow muc me money cou ey g veproperly motivated? What would motivatethem?
• Is there something in our case that might be
especially appealing to them?• Who is the best team to work the prospect?
Staff/Volunteer? Both?!
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What phase is the prospect in?• Attention – They know who we are and we know
something about them – Ranking = C
–
interested in themRanking = B
• Desire – We share our goals and aspirations forthe YMCA and they are in tuneRanking = A – READY TO ASK?!
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Our Goals in Donor Cultivation…• Get to know them
• They get to know us• Find our similarities
• Share our common values
• Personal contact
• Reasonable time• Recurring and regular contact – with purpose
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Make it a Process…• Track It
• Measure It
• Account for it
• Part of job description• Expect it
• Reward it
• Hire it
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DONOR AND PROSPECT CULTIVATION TRACKING FORM
Name Involvement Staff Assigned
VolunteerAssigned
Area of Interest
GiftTarget
ProspectReadine
ss
*(A-C)
NextMove
Date ExpectedOutcome
1. John Doe Parent of
Child Care
Participant
Ann
Dykes
Rick
Dunn
Child Care $2,500 A
(Ready
to
Solicit!)
Rick
contact to
set up
meeting atChild Care
Site to
make
solicitation
9/01/09 Gift &
Chair
Community
Gifts
2. Jim Smith Aerobics 3x Susie Bob Outreach $5,000 C (Needs Susie 9/15/09 Accept
per week Aerobics
Instructor
Smith Camp More
Cultivation and
Qualifica
tion as a
Prospect)
invite to
coffee afterclass to
visit about
volunteer
opportuniti
es
Volunteer
Opportunity
3. Tom
Franken
Current
Donor$2,500
Gene
Dooley
Randy
Jackson
Teens $15,000 B. (Likes
Teens –not yet
invested
in us)
Randy call
andpersonally
invites to
tour teen
center
10/15/09 Tom Jones
agrees tocome on
tour of the
teen center
*A Ready to be solicited *B Has interest, needs cultivation *C Need to be qualified
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And at some point,
you have to ASK for
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Some of the many endless ways to
cultivate prospects and donors…• Invitation to important events
• Invitations to non-fundraising activities• Lunch, dinner, breakfast, coffee, food!
“ ”
• Talk about and feature them!
• Honor and recognize them – in LITTLE
Ways!• Thank, handwritten, engage, celebrate
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Remember the Six “R’s” of AskingAdapted from AFP’s “Asking for Major Gifts”
• The Right Person• Asking the Right Person
• In the Right Way• At the Right Time
• For the Right Amount
• For the Right Project
L dd f Eff i A ki
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Ladder of Effective Asking
(Adapted from Indiana University The Fund Raising School)
Personal Phone Call WITH Letter Follow ______
Personal Letter NO Phone Follow _____
Personal Letter WITH Phone Follow _____
Personal: Face to Face _____Personal: Faces to Face _____
Most
Media/Advertising _____Door to Door _____Fundraising Benefit/Special Event _____
Impersonal Phone/Telemarketing _____
Impersonal Letter/Direct Mail _____Phone Solicitation/Phonathon _____Personalized Letter _____
_____
Least
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A few things we have learned from
working with other YMCAs…• In effective YMCAs, the CEO and/or CVO
is a key facilitator of new ideas• We should take calculated risks that have
high returns
• Coming up with new ideas is easy –
implementing them is hard
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Other pearls of wisdom…
• If you focus on development – it actuallyworks!
• If ou don’t cut corners ou can make
incredible things happen.• It’s called development – not “Polaroid”
• When people do best practices – goodthings happen long term.
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So how are YOU going to“move the needle” at YOUR
YMCA through an organizeddonor cultivation program?
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Questions and Answers
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Blackbaud is proud to support NAYDO and the’
This session is underwritten byBlackbaud’s YMCA Team