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Leadership Giving …. And More
How To Start, Grow and Sustain Leadership Giving and Tocqueville Programs in Smaller Cities
2013 United Way Southern Institute Conference
Today’s Objectives
Participants Will Be Able To:
1. Articulate Two Key Strategies Essential To Successful Leadership and Tocqueville Programs In Smaller Cities
2. Describe Leadership and Tocqueville Best Practices
3. Know Where To Go For Tools And Resources
What Is Leadership Giving?
•Individualized Donor Engagement
•One-on-One Approach
•Minimum Gift Level
Why Is It Important To United Way
•Builds individual relationships
•“Ask” on Capacity not History
•Proven effective
•Builds friends for United Way
•Leads to long-term, increasing gifts
Challenges Smaller United Ways Face In Building Leadership and Tocqueville
Programs
1. Limited Pool Of Prospects
2. Small Staff
4. Lack Of Time
3. No Resources
5. Competition
Strategies For Smaller Cities
1. Manage Individual Donor Relationships Based Upon The 80/20 Rule
2. Focus On The Donor…It Is Not About United Way
1. Manage By The 80 / 20 Rule
80% of
Donors
20% of Donors 80% of Money
20% of
Money
The Tyranny Of The Urgent
Urgent Important
Low
Ret
urn
H
igh
Ret
urn
A
B
C
D
2. Focus On The DonorGift Capacity
Areas of InterestHow Influenced
The 4 “R’s”
Research
Romance
Request
Recognition
Research: 25%
Romance: 60%
Request: 5%
Recognition: 10%
What Would Happen If You Fully Implemented The Following
Strategies?
1. Managing Individual Giving By The 80/20 Rule
2. Focusing On The Donor First
Exercise Questions
1. How Well is Your Assigned “Strategy” Being Implemented In Your United Way?
2. Where It Is Working The Best ….Tell Us One Reason Why?
3. What Is The Single Biggest Barrier To More Robust Implementation?
Strategy Groups
1. Managing Individual Giving Around The 80/20 Rule
2. Focusing On The Donor First
Leadership Giving Best Practices
• Individualized plan for top 20%
• One-on-one approach
• Minimum gift level
• Quality effort on very best prospects
• Campaign To Capacity not gift history
Best Practice Roles & Responsibilities
Staff •Establish as priority in organization
•Dedicate resources
•Engage volunteers in planning cultivation and solicitation
•Accompany volunteers on prospect cultivation and solicitation
•Hold organization accountable for leadership/Tocqueville goals
Volunteers •Articulate to self and others the case for leadership/Tocqueville giving
•Accept challenge
•Engage in year-round cultivation and solicitation
•Engage in strategy sessions
•Be willing to ask
•Articulate to themselves and others why they support United Way
Finding Volunteer Champions
1.Existing Loyal Donors
2.Volunteers
3.Community Leaders
4.Corporate Leaders
5.Newcomers from Other Cities With Programs
“Engage Them To Get Their Opinions Before Asking For Their Time and Their Money”
What Is Your Leadership and Tocqueville Potential?
Your Leadership and Tocqueville Potential
Leadership Giving Tocqueville# $ # $
Actual _______________________________________________________
Potential______________________________________________________
UntappedPotential ______________________________________________________
Size of Annual Campaign: $_______________________
Where Do You Find Your Best Leadership and Tocqueville Prospects?
1. It Starts With You
2. Your Board/Volunteers
3. Existing Donors
4. Leads From One-On-One Meetings With Volunteers
5. Published Donor Lists Other Non-Profit Organizations
6. Purchased List
7. Friendly Companies Solicited By Management Level
Company-Based Leadership and Tocqueville Programs
Ten Steps To Success
1. Support of CEO
2. 80/20 Rule
3. Recruit a Company Leadership/Tocqueville Chair
4. Engage Them In Developing A Case and Plan
5. ID Prospects For Each Giving Level Based Upon Income
6. Recruit Additional Peers
7. Kick Off Separate But Coordinated Company Leadership/Tocqueville Campaign
8. One-on-one peer visits
9. Follow up on results
10. Say Thanks
11. Report Success
Live United
Probability Triage“Allocating Your Time In The Areas That Will Make The Greatest
Difference”
Priority One: Most Time With Those Individuals You Think Have The Highest Realistic Potential To Increase Their Gifts and You Have The Most Influence.
Priority Two: Those Individuals You Fear Might Not Give Again. Visit Them.
Priority Three: Least Time With Those Who Are Likely To Do What They Have Always Done
New Dollars vs. Upgrading Existing Gifts
New Business Campaign Upgrade Strategy
100 - $0 Donors 20 - $1,000 Donors
10 Volunteers 2 Volunteers
Half Make Calls & Close 5 Gifts All Calls Made Upgrade 5
Average Gift $100 Average Upgrade $500
Total Dollars: $500 Total Dollars: $22,500
Major Individual Gift Success:
•Is Hard Work
•Takes Time
•Requires Focus
•Needs Volunteer Champions
•Produces Result
•Is Incredibly Rewarding
Resources From United Way Worldwide
Retention Toolkits
http://online.unitedway.org/site/uwaservices/retention/
Leadership Giving Resources
http://online.unitedway.org/index2.cfm?aid=7220
Tocqueville and Mega Gift Toolkit
http://online.unitedway.org/file.cfm?fid=3113573
Calculating Your Leadership/Tocqueville Potential
http://online.unitedway.org/index2.cfm?aid=6888
Benchmarking Against Other United Ways
http://online.unitedway.org/index2.cfm?aid=6889
Contact Becky Bogle at (203) 883-6712
