DEVELOPING YOUR MAJOR DONOR PIPELINE: HOW TO ESTABLISH A FORMAL - - PowerPoint PPT Presentation
DEVELOPING YOUR MAJOR DONOR PIPELINE: HOW TO ESTABLISH A FORMAL QUALIFICATION PROGRAM AFP MD FUNDRAISING DAY June 10, 2019 Chr Chris istin ina Yoo oon, n, PhD Rita Walters Vice President Chief Development Officer Campbell &
AFP MD FUNDRAISING DAY June 10, 2019
Chr Chris istin ina Yoo
n, PhD Vice President Campbell & Company Rita Walters Chief Development Officer Catholic Charities of Baltimore
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ANNUAL DONORS MAJOR GIFT PROSPECTS MAJOR GIFT DONORS
Identify Steward Solicit Requalify Cultivate Qualify
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Don’t forget timing!
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Here’s where the magic happens
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Develop a call list based on specific criteria Create a system for
mail, email and phone Be persistent in your
Use a script for your conversation Capture the conversation in the database Make recommendations for next steps Follow through and stay connected!
☐ YES! Potential major or planned giving donor and should be visited ☐ No, happy with current level of engagement: keep in annual fund pool ☐ No, unlikely to donate again: disqualify and remove from lists ☐ Unresponsive: keep in annual fund pool
✓ Qualification visits per month ✓ Prospects moved into active management ✓ Prospects moved out of active management ✓ Prospects identified as high-end annual fund prospects ✓ Disqualified prospects
☐ Whatever the donor requested, be sure to follow-up! ☐ Assign a prospect manager ☐ Develop a cultivation plan
Qualification 25% Cultivation & Solicitation 50% Stewardship 25%
Approach: Hire three full-time qualification staff and one manager for a high throughput qualification program Result lts in in year on
Overall giving increased by 13% Average gift size increased by 19% Number of contacts increased by 22% Chall allenge: Large pool of prospects and grateful patients with significant capacity
For full-time qualification program staff Monthly visit goals: ❑ 140 phone calls (35 per week) ❑ 40 visits (10 per week) ❑ 300 mail/email contacts
❖ 480 total contacts per month ❖ Cycle through 5,000 potential prospects over the course
Chall allenge: Large pool of patrons and members with history
Approach: Utilize analytics to identify potential major gifts prospects then systematically qualify using existing staff
Patrons Members Donors Potential MG Prospects Identified MG Prospects
~600,000 ~100,000 ~7,000 = Top 1% Modeling Analysis of Giving History & Capacity
41% have never made a major gift to the org
Approach: Develop a comprehensive pre-qualification strategy through a survey and telefund outreach
➢ Email address? Yes – Survey; No – Telefund
Chall allenge: Large pool of unqualified prospects and a focus
➢ 88% of MG prospects have lifetime giving of less than $25,000 ➢ 70% of MG prospects are alumni
Planned Giving If disqualified for a major gift: High-end Annual Fund Annual Fund
Chall allenge: Need to qualify potential major gift prospects for the campaign, but limited staff capacity Approach: Working in small batches, send letter from the head of school to potential MG prospects with a brief campaign overview, then follow up with phone call from AG Director
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Declines move the action forward as powerfully as acceptances if you do not become embroiled in
someone saying yes, the awareness of these hidden issues will help you to play the game of making the impossible happen.