Precision Development Mirroring the Precision Medicine Model in the - - PowerPoint PPT Presentation

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Precision Development Mirroring the Precision Medicine Model in the - - PowerPoint PPT Presentation

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Precision Development Mirroring the Precision Medicine Model in the Fundraising Space to Maximize Success Presented by: Adrienne Rose and Carly Frank August 6, 2019 1 Introduction Adrienne Rose Senior Associate Director of Development Johns

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August 6, 2019 1

Precision Development

Mirroring the Precision Medicine Model in the Fundraising Space to Maximize Success

Presented by: Adrienne Rose and Carly Frank

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Introduction

Adrienne Rose

Senior Associate Director of Development Johns Hopkins Heart and Vascular Institute

Carly Frank

Associate Director of Development Johns Hopkins Department of Medicine

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Learning Objective

  • Utilize “precision development”

techniques in each stage of the relationship cycle

  • This approach creates a meaningful and

personal experience for your donors

  • Leads to deeper relationships, gift

closure and repeat customers

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Precision Medicine An approach to patient care that allows doctors to select the most effective treatments based on the individual characteristics of each patient.

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Precision Veterinary Medicine?

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Precision Medicine

  • Diseases/conditions
  • Genetic factors
  • Gender
  • Age
  • Other risk factors
  • Lifestyle

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Precision Development

  • Disease, gender, age, etc.
  • Personality traits
  • Interests, passions
  • Location
  • Giving patterns
  • Timing

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Relationship Cycle

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IDENTIFICATION

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Identification Tools

  • Capacity
  • Giving history
  • Research
  • Predictive modeling

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Use Your Secret Weapon

FACULTY!

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Identify Faculty

  • Quality of partnership > Quantity of

faculty

  • Seek willing partners
  • Consider wealth of patient population
  • Ask leadership for help

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Cultivate Faculty

  • Understand what motivates them
  • Show interest in their work
  • Address ethical concerns
  • Provide training
  • Script them, draft correspondence on

their behalf

  • Build trust

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Steward Faculty

  • Celebrate successes
  • Gifts of all sizes
  • Philanthropy and not philanthropy-related
  • Ask leadership to congratulate faculty
  • Recognize faculty amongst their peers
  • Faculty meetings

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Best Day Ever

“Adrienne, it’s a lot easier being nice to donors than it is to write grants.”

  • Hugh Calkins, M.D.

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QUALIFICATION

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Qualification Tools

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A Simple Process

Your goal: take a large list, narrow it down

  • Capability, not inclination (at this stage)
  • Think logically, not emotionally
  • Find your formula to narrow list
  • Age, how many visits, giving history, etc.

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DISCUSSION

IDENTIFICATION AND QUALIFICATION

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CULTIVATION

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Cultivation

Bring the prospect closer to the mission

  • Strategy
  • Use of self
  • Use of people and experiences

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What Motivates the Donor?

Strategy: the “what” and the “why?”

  • Relationship with faculty/staff
  • Science
  • Access
  • Recognition

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Who Motivates the Donor?

The use of self: the “who?”

  • More times than not, it’s not you!
  • Find the right influencer

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How and Where to Make the Move?

The use of people and experiences

  • How do you want the donor to feel after

the action?

  • Listen for clues during cultivation

activities to plan your next move

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CASE STUDY

CULTIVATION

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Case Study: “Mr. and Mrs. Disgruntled”

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“Mr. and Mrs. Disgruntled”

  • Longtime patients, annual donors, many

failed attempts by development to cultivate

  • Standard procedure not working
  • Tailored cultivation experience by

putting faculty and leadership at the forefront – development invisible

  • Transformational estate gift

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SOLICITATION

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It’s all In How You Package it

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Proposal

  • Ask should not be a surprise
  • Who should ask?
  • Consider best delivery method
  • Style of proposal - technical or emotional

tone?

  • Formal budget?
  • Face to face, phone, email, snail mail (in

person is always preferred!)

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CASE STUDY

SOLICITATION

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Case Study: “Mr. Politician”

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“Mr. Politician”

  • Wealthy and busy, in-person meeting

not possible

  • Very grateful, strong connection with

physician, not interested in high-touch development

  • Conference call solicitation, faculty led,

development made the ask

  • Resulted in a 7-figure comittment

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DISCUSSION

CULTIVATION AND SOLICITATION

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STEWARDSHIP

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The Best Part of Our Job!

  • Your opportunity to give, not ask
  • Show gratitude
  • Keep them close to the mission
  • Consider who the right steward is
  • Be creative, personal

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Live the Mission

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Annual Publication

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Case Study: “Mrs. Cinderella”

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“Mrs. Cinderella”

  • CGA donor to capital projects
  • Recently widowed, finding her own

philanthropic voice

  • Passion for education led to first outright

gift – an endowed fellowship

  • Spending time with her fellow, meeting
  • ther residents made a genuine impact
  • Stewardship lunch turned into another

7-figure gift – more to come!

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Closing

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THANK YOU!

Adrienne Rose

arose25@jhmi.edu

Carly Frank

cfrank23@jhmi.edu

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