Copyright Marts & Lundy Major Gift Fundraising A continuous model for identifying and engaging those donors who are essential to your achieving your mission Kathleen Hanson Senior Consultant and Principal Leader – Schools Practice Group Editor, The NAIS Handbook on Marketing Independent Schools NESA Leadership Conference – October 2011

2 Our focus How to maximize large gifts from individuals without a campaign format.

3 Major Gifts The concept: Major gift prospects have the continuing potential to make one-time gifts or multi- year pledges that will meet the larger needs of your school.

4 Some programs are organized by gift level Major Gifts - $100,000 to $1 million Leadership Gifts - $1 million to $5 million Principal Gifts - $5 million and up

5 Successful Major Gift Programs  Must exist within an ongoing development program that has an annual fund and the capability to accept planned gifts

6 Why Major Gifts Most schools have effective annual funds; however, they do not seek major gifts unless they are in a campaign. –Result: Many folks leave your school without being asked for a major commitment

7 Major Gift Program Benefits  Focuses on the timing and interests of the donor  No start and stop times – ongoing  Is most effective when the major gift funding initiatives are discreet projects  Technology; Outdoor Science Labs

8 What is required? Compelling programs A prospect pool with the capacity and inclination to assist the school Staff and volunteers capable of identifying, cultivating, soliciting and stewarding prospects

9 Major Gift Fund Initiatives  Clearly articulated and evaluated yearly by the Development Committee  Each initiative must be well defined  Purpose of the program  How it benefits the students/faculty  What difference will it make?  How will you measure it

10 Prospect Pool The prospect pool needs to be evaluated based on their capacity to give, their interests, and their affection for the school. This is highly targeted and individualized.

11 One key element Involvement - experienced fund raisers know that the primary motivator for a major gift is involvement.

12 The “insider” The “insider” is fully informed of your plans and wants to help you fulfill them.

13 Structure of the Program  The best way to design the structure is to study your current prospect pool.  What is the capacity of your top prospects? What is your staffing level?

14 A typical major gift officer in a school will have 50 to 60 prospects in their portfolio. They are matching interests with programs They are cultivating either in a small group or individually

15  The development staff must understand why and how major donors make gifts to non profits.  They are drawing on their assets  Many prefer a proposal for support  They will ultimately make a decision

16 Mechanism for Tracking Essential Management of the process Management of the gift Acknowledgement Stewardship

17 Not unlike a campaign  Major gifts programs have the elements of a campaign; however, they are ongoing and targeted.  They match the school’s need with the donor’s interests and timing  They can provide substantial support

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