Presentation on theme: "Prospect and Moves Management for Major Gifts"— Presentation transcript:
1 Prospect and Moves Management for Major Gifts Robin Kraujalis, CFREAssistant Director of DevelopmentSaint Louis Zoo
2 What is a Major Gift?Amount +Purpose =Extraordinary
3 How are major gift fundraising techniques the same? Different? Reasons for givingFundraising cycleDIFFERENTOne-on-oneDonor-focusedLonger timeframeMany steps
4 Reasons for Giving - Why do people make major gifts? They have assetsThey have philanthropic needs & interestsTheir needs match your missionThey can impact/satisfy needsThey have trust and respect for the organization, solicitor and staff
6 Donor-Focused Development Each donor is different-unique-and, therefore, each donor must be cultivated differently, using different techniques, skills and benefits.Understanding each person’s motivations enables us to identify their needs and ultimately, to ask them for a gift that is meaningful and appropriate (extraordinary).
7 Moves ManagementEach contact with the donor is an opportunity to learn more about their needs and interests and to move the relationship forward in a positive way.We need to determine where the person is in the gift-giving cycle (readiness to give) and where we want to move them next.
8 Prospect research/management is critical to moves management Prospect research helps us:PrioritizeStrategizeprimary playersinterestswhere they are in gift-giving cycle, next moveTrack our progress
10 Major Gift Cultivation Cycle Five I’s (G. T. Smith)IdentificationInformationInterestInvolvementInvestment
11 Major Gift Cultivation Cycle Dunlop’s VersionIdentificationInformationAwarenessKnowledgeCaringInvolvementCommitment
12 Case StudyCreating a prospect and moves management system for the Saint Louis Zoo’s major gifts program and our Zoo 2004 campaign.Getting startedKey informationKeeping trackStrategic planning
13 Identify your prospects for major gifts & moves management Your members and other contributorsBoard membersVolunteersContributors to other organizationsPeople with assets and influence in your communityData screening service
14 Qualify (Prioritize or Rate) Your Prospects ReadinessCapability
15 Rating System: Saint Louis Zoo Readiness/Involvement:A Very involved. Minimal cultivationneeded.B Somewhat involved. Some cultivationC Minimal or no known involvement
16 Prospect Rating: Saint Louis Zoo ReadinessBoard membershipVolunteer activityEvent attendanceGifts to your organizationGifts to organizations with similar missionRelationship to you or others who can influence a gift.
17 Prospect Rating: Saint Louis Zoo Capability (Maximum Potential Gift)1 $500,000+2 $100,000 - $499,9993 Less than $100,0004 Unknown
18 Prospect Rating: Saint Louis Zoo Capability for Major Gifts3% of estimated net worth20 times consistent annual giftUp to 10% of annual income
19 Prospect Rating: Saint Louis Zoo Estimating Net Worth10 x salary4 x real estate holdingsSelling price of company x holdings x 25% to 50%Estate x 60% x portion of estate = inheritance
20 Prospect Rating: Saint Louis Zoo External Rating with VolunteersVerify internal (staff) rating and researchIdentify primary players and connectionsIdentify donors’ interests and needsIdentify volunteers!
21 Moving on to Moves Management StrategyPrioritize the prospect poolTop down, inside outMeet with primary playersWho can most influence a gift?Determine next moveWhere is the donor in the gift-giving cycle (readiness)?Where do they need to go next?
22 Next MoveSUSPECTWhere they are in the gift-giving cycle (readiness to give): may have interest in givingMove: need to qualify, do further research, invite to a campaign event or dinner
23 Next MovePROSPECTWhere they are in the gift-giving cycle (readiness to give): qualified prospectMove: explore needs and interests, e.g. invite for tour of the Zoo
24 Next Move POTENTIAL DONOR Where they are in the gift-giving cycle (readiness to give): has an interest in givingMove: present case and ask, e.g. invite for lunch and presentation
25 Next MoveDONORWhere they are in the gift-giving cycle (readiness to give): has given.Move: build relationship and involvement, reinforce decision to give.
26 Managing the Moves - Key Indicators Cultivation or Proposal StatusAction Steps or TicklersRatingSolicitors or Key Players
27 Managing the Moves - Key Reports Volunteer & Staff Tickler ReportsMonthly Status ReportsNumber & Type of Actions CompletedNumber of Gifts Received, Avg. Gift, YieldRating & Status ReportProgress Toward Goal
28 Managing the Moves - Tools for Strategic Planning Once you these key indicators, you can use this information for planning:How many steps, on average, does it take to secure a gift?What is the average amount given?How many actions or solicitations can a development officer complete in a year? How many will it take to reach our goal?
29 Managing the Moves - Tools for Strategic Planning (continued)Do we need more staff? Or volunteers?Who are our most effective solicitors?Which prospects are yielding the best gifts?Were our ratings accurate?Which prospects should we focus on next?
30 “Group” Moves Management Applying strategies to groups of prospects can also be effective, for example:Civic ProgressTrusteesNext 100Cover and CloseHome Stretch
31 “Group” Moves Management Key IndicatorsProspect Priority ClassificationTrustee1st priority, 2nd priority and so onProposal Type2nd giftProposal Deadline
32 Case Study - Individual Prospect QualifyIdentifyFind initial informationEstimate initial capabilityMajor giftsHolding area forsuggested namesStrategyHow to involve prospectGet to know prospect:interestscapabilityStewardshipKeep donor informedKeep donor interestedfeed backloopMPSZoo Friendsand MembersCultivationRecognitionInvolve prospectVolunteer solicitorDetermine Zoo interestsDetermine ask amount“Background” vs.“Foreground” MovesThank donorNaming opportunitiesCampaign events(groundbreaking, pressannouncements)Campaign listingPlaquesSolicitationSpecific amountSpecific project
33 Moves Management - Conclusion Effective for Managing Major Gift Prospects or Groups of Major Gift Prospects (and Staff and Volunteers!)Requires Thoughtful Strategy and Effective System for Tracking Key InformationRequires Discipline - For Updating, Maintaining & Reviewing InformationRequires Research & Development Officer Cooperation
34 CreditsThe Stelter Company, Skills Plus Relationship Building WorkshopDavid R. Dunlop, “Special Concerns of Major Gift Fundraising.”Steve Wilkerson, Pierpont & Wilkerson