Creating Tipping Points Major and Planned Gift Program: Best Practices AACP Development SIG 12/03/07 Ellen Firkins, Director of Development Virginia Commonwealth University School of Pharmacy

Relationship Management Communication Communication –Repetitive on giving opportunities –Original on programmatic elements Events Events –Passive Opportunity to get a closer look Engagement Engagement –Volunteer Opportunity Visits Visits –Listening Opportunity

Relationship Management The face to face meeting is foundational The face to face meeting is foundational Meeting with prospective donors, current donors and past donors provides the momentum for any major gift and planned giving program Meeting with prospective donors, current donors and past donors provides the momentum for any major gift and planned giving program Face to face meetings provide listening opportunities for the prospect/donor Face to face meetings provide listening opportunities for the prospect/donor Visits with alumni and donors energize and focus development officers Visits with alumni and donors energize and focus development officers Visits are used to chart the moves process Visits are used to chart the moves process

Purpose of a Call Exploratory / Cultivate Quad I ASK Good Will Steward/ Cultivate URGENT Important Ask

Creating Tipping Points The Tipping Point: How Little Things can Make a Big Difference The Tipping Point: How Little Things can Make a Big Difference Malcolm Gladwell, 2000 Explores social epidemics and how Explores social epidemics and how they reach critical mass and importance of the “natural pollinators” of new ideas and trends

Creating Tipping Points What if a major gift was viewed as a Tipping Point? What if a major gift was viewed as a Tipping Point? –“The transformational shift in the constituent to institution relationship” –All major/ planned gift calls viewed as building toward the tipping point –Increasing the urgency and importance for that individual to make a major gift

Creating Tipping Points Understand the Law of the Few Understand the Law of the Few “the success of any social epidemic (major and planned gift program) is heavily dependent on the involvement of people with a particular and rare set of social gifts” “the success of any social epidemic (major and planned gift program) is heavily dependent on the involvement of people with a particular and rare set of social gifts”

Who are these People? The Connectors The Connectors The Mavens The Mavens The Salespeople The Salespeople

The Connectors The Social Glue The Social Glue “6 Degrees of Separation” “6 Degrees of Separation” –“Not everyone is linked to everyone else in 6 steps…a very small number of people are linked to everyone else in a few steps” –They see value and pleasure in cultivating acquaintances –It is not just that they know so many people – but so many people know them –Examples: Warren Weaver, Preston Hale

The Mavens The ones who accumulate knowledge The ones who accumulate knowledge They know things the rest of us don’t and have the social skills and desire to spread the information They know things the rest of us don’t and have the social skills and desire to spread the information Examples: Faculty, Harvey Morgan, Dan Herbert Examples: Faculty, Harvey Morgan, Dan Herbert

The Salesman The Persuaders: Pull the bandwagon The Persuaders: Pull the bandwagon Effortlessly persuade with natural charisma Effortlessly persuade with natural charisma Have synchrony: a fundamental physiological ability to draw others into their own rhythms and dictate the terms of interaction Have synchrony: a fundamental physiological ability to draw others into their own rhythms and dictate the terms of interaction Possess emotional intelligence (Daniel Goleman) Possess emotional intelligence (Daniel Goleman) Examples: John Hasty, Becky Snead, Victor Yanchick Examples: John Hasty, Becky Snead, Victor Yanchick

Applied to Major and Planned Gift Programs The Law of Few The Law of Few –Assessing a potential donor’s needs –What does the donor need?  An expert opinion (Maven)  Knowledge of others already on board (Connector)  A persuasive pitch (Salesman) –Effectively engaging volunteers –Connectors: effective prospectors –Mavens: effective testimonials –Salesman: effective askers

Applied to Major and Planned Giving Programs Each visit should bring the prospective donor closer to a tipping point Each visit should bring the prospective donor closer to a tipping point Increasing the importance and urgency of making a gift until a momentum has developed Increasing the importance and urgency of making a gift until a momentum has developed Examples: Examples: –Elaine Lorenzo, Nelson Showalter, Barbara Plunkett, Don Abraham

Applications for DOD Develop Traits of all three of the “Select Few” types Develop Traits of all three of the “Select Few” types –Develop expertise in your field Both for philanthropy and pharmacy education/pharmaceutical science Both for philanthropy and pharmacy education/pharmaceutical science –Know and be known by your constituency –Polish your asking skills

Applications for DOD Understand your weaknesses and strengths Understand your weaknesses and strengths Select volunteers based on prospect needs Select volunteers based on prospect needs Abide by The Four Agreements, Don Miguel Ruiz, 1997 Abide by The Four Agreements, Don Miguel Ruiz, 1997 –Be Impeccable with your Word –Don’t Take Anything Personally –Don’t Make Assumptions –Always Do Your Best