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2012 Pre-Conference Workshop

PMDMC
by

Robert Stein

on 30 June 2014

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Transcript of 2012 Pre-Conference Workshop

Building Donor Relationships
Through Moves Management
Best Practices
Fundraising Industry Term: "Moves Management"
Conclusion
is here
tracking and planning your donor interactions
reporting your progress to others at your institution
selecting, cultivating, soliciting and stewarding your donors efficiently
A series of initiatives or moves to develop
each prospect's awareness of, knowledge
of, interest in involvement with, and
commitment to the institution and its
mission .
A disciplined and intentional process
Using “moves” and “managers”
To keep donors and prospects interested in a nonprofit organization
"The scientific part of fundraising”
The Process – Six Key Steps
Review the
prospect/donor
relationship with
your
organization
Plan the most
beneficial next
moves (donor-
centered)
Coordinate and
check plans with others involved

Execute the
moves

Evaluate
what
transpired
Report back
to the individuals involved

Success is based on
Quality
Frequency
Continuity
Donor Cycle
Cultivation
Cultivation
Cultivation
Cultivation
Cultivation
Cultivation
Ask
Stewardship
Stewardship
Stewardship
Stewardship
Stewardship
Stewardship
Plan the most beneficial next moves
Evaluate
Coordinate and Check Plans with Others Involved
Execute the Moves
Steps in Donor Cultivation, Solicitation
and Stewardship
Review the
prospect/donor
relationship
with your
organization
Identify/Qualify donor
capacity and propensity
through research
Cultivate through
both active and
passive activities
Passive: Including
mailings, newsletters,
cards, email (touches)
Active: Individual
and group meetings
(seminars and presentations)
phone updates and
conversations (moves)
Confirm the
prospect's specific
areas of interest
Confirm and strengthen
the prospect's affinity,
inclination, capacity
and likelihood of giving.
Primary
Volunteer
who holds
a strong relationship
with the prospect
Secondary Volunteer
Who can contribute
to further cultivation
or stewardship to
the donor/prospect
Institutional Leader:
CEO or board member
who can convey
mission/vision/values
Discuss Gift
Opportunity
Present a
customized
proposal
(if applicable)
Stewardship
Stewardship
Stewardship
Have the donors'
needs been met?
Have we advanced the
relationship with the
donor and the institution?
How effective was
our communication?
Are there clear
next steps and
a stewardship
plan?
Will the donor
also give annually/
be a major donor?
Is the right
person assigned
to the donor?
Robert Stein, CFRE, CEO
Lisa Ondak, Senior Consultant
MajorGiving.com

Seattle, Washington
PMDMC Pre-conference Workshop
July 11, 2012
From Major Giving
to Philanthropy

Welcome and Introduction
You
Your Expectations
Best Possible Outcome
Our Objectives
Why do donors give?

5. Community responsibility/pride
4. Regard for leadership
3. Fiscal stability of institution
2. Respect for institution locally

(Jerold Panas, Mega Gifts)
Building the Case
1. Belief in mission, vision and values of the organization
What are some of the case points for public media?
Why are our services important?
How do we touch people and affect lives?
Involves moving donors from a transactional relationship to a relationship based on the mission, vision and values of your organization.
Strengthens ties between station and donor
Creates a sense of ownership
Builds a long-term relationship between the organization and donor that is beneficial to both
Aligns philanthropic giving with the strategic vision
Leads to long-term financial support and station success
Philanthropic Giving
Organizational Obituary
If your station didn’t exist in five years, how would it be remembered?
Integrated
Development
Plan

Overview of all the activities you want to accomplish during the year

Description of how you are going to achieve them

Roadmap by which you can measure progress throughout the year
Case statement
Budget
Operational plan
Calendar
Elements
Understanding of strategic plans
Establishes goals
Measures success
Fosters accountability
Importance
Creating Your
Giving Club

Annual Campaign
Pledges
Recognition
Marketing
Communication without an "ask"
Data management
$10,000+
Giving Clubs

Preparing the Way
Launching Your Club
Building Strength
Where are We Going?
True major gifts
Endowment
Capital campaign
Estate gifts
Creating Action Plans for Donors
Moving donors through the giving continuum
Top 20 Donors
Longevity
Consistency
Frequency
Capacity
Strategies for donor groups
Identifying top donors
Donor strategies
“Professional and volunteer fundraisers need to turn their considerable skill to the majority of donors who give and then either stop giving or reduce their giving, or choose not to increase the amount of money they give. Time and resources should not be focused on acquisition but on reinforcing existing donors’ support.”
Penelope Burk, Donor-Centered Fundraising:
How to Hold On To Your Donors and Raise Much more Money
Publisher: Cygnus Applied Research, Inc./Burk & Associates Ltd. 2003
Project Fundraising
What are we talking about?
Why is this important?
Local initiatives
Capital campaigns
Endowments
Estate giving
Volunteer
Leadership

Make the organization a priority
Lead by example
Make the most generous gift possible
Help with development planning and implementation
Serve as a community representative for the station
The Essential Role of Board Members
Job description
Giving
Fundraising
Communication
Involvement
What is your commitment?
Anatomy of
An Ask

Prepare
Plan
Follow up
Review donor’s files
What you are trying to accomplish?
Determine who is going
Prepare to listen
Introduce, thank, engage,
explain, build, cite examples
ASK
answer, address objections,
follow up, thank you
then be quiet
and listen
Thank you
Answer any questions
Send follow up materials
Plan next steps
Fundraising is how we give people opportunities to act on their values. People don't want to give away money. They want to invest in great causes, in bold and exciting dreams.
Talking with Our Donors
Ernie Post and Reva Tyler
Break into two groups
20 minutes to review profiles
Two designated solicitors from each group
Each role play is a face-to-face ask
Teams have 10 minutes to complete objective
What was effective?
What techniques were less successful?
What would you do differently?
Any suggestions?
Analysis
Preparation and Planning
Full transcript