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A 4 0 -Y E A R LO O K AT M A J O R G I FT F U N D RA I S I N G
SOME THINGS NEVER CHANGE, BUT OTHERS DO!
THEN: 1975
#1 song March 8-14: Have You Ever Been Mellow? by Olivia Newton John
#1 TV show – All in the Family – Archie Bunker City of Saigon surrendered by US forces ending
Vietnam War – April 30th
Charitable Giving – USA: $120 billion ($26 billion in 2013 dollars)
$118 billion or 90%+ from individuals ($22.5 billion in 2013 dollars)
APPEALS TYPICALLY CAME FROM ALUMNI OFFICES IN 1975
SAME
Not an immediate gratification business Focus immediate efforts on small percentage of your prospects/donors Look for win-win opportunities Non-Alumni friends give just as much as alumni friends Major gift fundraising procedures produces greatest ROI—event fundraising produces the least Strongest organizations build strong planned giving programs
In short…. It’s all about building relationships!
Identify&
Engage
Cultivate
SolicitSteward
Relationship Cycle
COMMON REASONS FOR GIVING
Most Donors give for the same basic reasons:
To Feel Good For the "Greater Good” Because others are charitable To make a difference in
someone’s life Why else would a donor give?
•Because they WERE ASKED
• By the right people• At the right time
• For the right opportunity• At the right gift level
DIFFERENT
Amount of competition and duplication among the 501(c)(3)’s
Huge membership numbers in professional organizations
Number of registered 501 (c)(3) – nationally and in Florida
Donor loyalty and donor retention rates are lower than ever
Direct response fundraising
ALSO DIFFERENT
Focus on appealing to younger donors
Often initial spike in response that cannot be sustained
ROI is lower -- many 501(c)(3)’s now ignore exorbitant cost per dollar raised for “quick fix”
Now 90 -95% of effort and attention directed toward 5-10% of your prospect pool; years ago “80-20 “rule”
State funded institutions now “in the game”
ALSO DIFFERENT
Individuals donors much more concerned about outcomes
Women have become the most discerning donors
Many of largest individual charitable gifts now being made to personal/family foundations
More creative and complex planned giving vehicles being utilized by wealthy individuals
Community Foundations and personal foundations have become the “foundations of choice”
TIMELESS PRINCIPLES Relationship Building
People Give to People
Focus on Basic Human Behavior
Look for the WIN-WIN
TIMELESS CRITERIA FOR FUNDRAISING SUCCESS
Leadership
Compelling Mission & Emotional Case
Adequate (internal) resources
Plan & Timetable
Sufficient Contributable Dollars
GIFT PYRAMID
OBJECTIVE: $5,000,000
GUIDELINES Top Investment 15-25% of Objective
Top 10 Investments 50-60% of Objective
Next 150-180 Investments 40-50% of Objective
No. at Level Gift Level Total
Cumulative Total
% of Objective
1 $1,000,000 $1,000000 $1,000000 20%
2 $500,000 $1,000,000 $2,000,000
3 $250,000 $750,000 $2,750,000
4 $100,000 $400,000 $3,150,000 63%
15 $50,000 $750,000 $3,900,000
25 $25,000 $625,000 $4,252,000
30 $10,000 $300,000 $4,825,000
35 $5,000 $175,000 $5,000,000 100%
Many Below $5,000 $100,000 $5,100,000 102%
Contributable Dollars
TIMELESS KEYS TO FUNDRAISING SUCCESS
CEO, Board Chair, and CDO/CAO must all be invested
Leadership giving, transformational gifts and challenge-match giving
Your professionalism
YOUR PROFESSIONALISM
Passion & commitment Institutional mission above personal
agenda Values/moral compass Credibility & Trust Leadership Style Fundraiser = Catalyst, not a main
ingredient
NOW, WHAT?
We’ve discussed what’s the same and what is different
We understand the timeless principles, keys and criteria
We recognize the importance of professionalism
OVERCOME THE THREATS Many organizations vying for the charitable dollar Immediate gratification demands Higher taxes on the wealthy/redistribution of wealth Government policies Changes in disposable income
SEEK THE OPPORTUNITIES C-I-L – Capacity, Interest, Linkage Desire to “leave a legacy” Partnering with other Organizations Creative planned giving vehicles Donor-advised Funds International giving opportunities Social media Professional Organizations – AFP, CASE, AHP
QUESTIONS AND COMMENTS
• Thanks for being a part of this trip in time….
• Presented By:• Carol Carter – Bob Carter Companies• Jennifer Vigne, CFRE – Mote Marine Laboratory
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