1. Leadership Giving …. And More How To Start, Grow and Sustain Leadership Giving and Tocqueville Programs in Smaller Cities 2013 United Way Southern Institute Conference

2. 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

3. What Is Leadership Giving? Individualized Donor Engagement One-on-One Approach Minimum Gift Level

4. 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

5. 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

6. 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

7. 1. Manage By The 80 / 20 Rule 80% of Donors 20% of Donors 80% of Money 20% of Money

8. The Tyranny Of The Urgent Urgent Important Low Return High Return A B C D

9. 2. Focus On The Donor Gift Capacity Areas of Interest How Influenced The 4 “R’s” Research Romance Request Recognition Research: 25% Romance: 60% Request: 5% Recognition: 10%

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

11. 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

12. 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

13. 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

14. 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”

15. What Is Your Leadership and Tocqueville Potential?

16. Your Leadership and Tocqueville Potential Leadership GivingTocqueville #$#$ Actual _______________________________________________________ Potential______________________________________________________ Untapped Potential ______________________________________________________ Size of Annual Campaign: $_______________________

17. 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

18. 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

19. 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

20. New Dollars vs. Upgrading Existing Gifts New Business Campaign Upgrade Strategy 100 - $0 Donors20 - $1,000 Donors 10 Volunteers 2 Volunteers Half Make Calls & Close 5 GiftsAll Calls Made Upgrade 5 Average Gift $100Average Upgrade $500 Total Dollars: $500Total Dollars: $22,500

21. Major Individual Gift Success: Is Hard Work Takes Time Requires Focus Needs Volunteer Champions Produces Result Is Incredibly Rewarding

22. 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 Becky.bogle@uww.unitedway.org