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Some nonprofits have more of a challenge than others in identifying prospective donors. This educational session was presented to the AFP MA Chapter Conference on Philanthropy on 11/30/11
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Title of Presentation
Prospect Identification andDonor Recruitment:
Filling the Donor Pipeline without “Feeder Constituencies”
Michele R. Berard, MBA, CFREDirector of Funds Development
Butler Hospital
Title of Presentation
…from 865,096 to 1,280,739 in 10 years
Source: Giving USA 2011 The Annual Report on Philanthropy for 2010, Executive Summary
Title of Presentation
SOURCE: White House Office of Management and Budget; GRAPHIC: Wilson Andrews, Jacqueline Kazil, Laura Stanton, Karen Yourish
(note: up from $3.55 Trillion in 2010)
Title of Presentation
Meet Your Peers…
1. Years in FR:• 1-3
• 4-8
• 9-12
• 13+
2. Location: • RI
• MA
• Northern New England
• Other
3. Favorite Food:• Asian
• Legs/Wings/Fins
• Italian
• Vegetarian
4. Type of Organization: • Health• Arts• Education• Social Justice• Other
EXERCISE
Title of Presentation• …with contacts to peers facing similar issues; tactics for
identifying new contacts/peers
• …with tactics that you can immediately implement in your own shop
• …with information to help you engage internal and external constituencies
• …with an increased sense of validation and motivation
You will leave here today…
Title of Presentation
Lesson #1
Identify and Communicate with your Peers
– What are they doing to be successful? – Learn from others that have already made …and learned
from… mistakes
CASE: Ivy League Call Group Lots of valuable lessons learned:
» Patients want to remain connected and asked
» Need to engage internal constituencies
* Message to internal constituencies - Permission to Accept Gifts
* Message to external constituencies - Permission to Give
We are going to discuss this later
Title of PresentationPerformance Metrics – are your benchmarks right
sized?
Hint: Use your true peers to establish benchmarks – Benefit = Credibility
– Will establish you, the CDO ,as the expert, and to advise and guide your CEO/Board
Other Benchmarks:• Staff size• Fundraising tactics (MG, DM, Grants, etc.)• Reporting relationships• Foundation vs. Development Office• Direct contact with Board Members…
Lesson #1
Identify and Communicate with your Peers
Title of Presentation
Identify issues that seem specific to your shop…
ExerciseHow can you benefit from Peer Support?
“…but, we’re different…”
Title of Presentation
…Where can we find peer resources?
Title of Presentation
Title of Presentation
Lesson #2
A New Look at The Donor Pyramid
What are your organization’s entry points?
Where do your new donors come from?
What tactics do you employ?
Title of Presentation• Wealth Screening – timing/not everyone gets rolled into the DM program
• More cultivation/stewardships – for those that reach minimum capacity
• Relationships matter – volunteers offer credibility; valuable link to community/decision makers
• Volunteer connections – board, development committee, history committee, outreach, etc…
Lesson #2
A New Look at The Donor Pyramid
Title of Presentation
A Word About Volunteers in Philanthropy
Don’t Eat Your Chickens!
Volunteers have MUCHmore to offer to an organizationthan their personal contributions.
Engage them in activities that:1. Provide the best ROI for the organization2. Provide volunteers with gratification (which will
translate to nourishment…to lay more eggs)
Title of PresentationVolunteers have a unique credibility– Unpaid volunteers with high risk– They believe in the cause– Have a higher status than paid staff– Know more people (of influence)
Three areas where volunteer involvement makes the greatest impact:
1. Initiate relationships with top prospects
2. Deepening relationships with top prospects and donors
3. *Soliciting large gifts (note: with your guidance and direction)
A Word About Volunteers in Philanthropy
“the wealthiest people
in the country typically don’t make
friends with major gift
officers”
Title of Presentation
Lesson #3
Strategic Complementarity
What is Strategic Complementarity?
Purposeful alignment of your organization’s mission with community stakeholders
The same reason you find salsa
next to the tortilla chips!
Who wants (or needs) your organization to succeed?
E.g. Butler Hospital History Committee providing valuable “touches”
Title of Presentation• List the reasons why people, businesses, and/or government would want your organization to succeed, sustain, or continue to exist
– E.g. your organization provides jobs to people in your community
• List those people, businesses and public/governmental branches
– E.g. Labor Unions
Small Group Exercise
Title of Presentation
Lesson #4
Side Door Entry Points If donors aren’t likely to come “through the front door”, find a side door!
A service line that is tangential to your main mission– Case Management, Research
A component of your main service – Social Work Dept, A specific program/unit (Child, Geri-Psych, ADP)
An activity that is not well-know and is attractive to the general public
– Project Undercover (clothing for indigent patients)– Bridge Medications (& charity care)
CRITICAL: Integration
with internal
constituencies
Title of PresentationIdentify some side door entry points for your organization:
1. ___________________________
2. ___________________________
3. ___________________________
Apply the lessons we discussed to your side-door entry points to discover more prospects, more stakeholders, and more champions/volunteers…
Homework/Exercise
Title of Presentation
Session Review
1. You know have contacts to peers facing similar issues; tactics for identifying new contacts/peers?
2. You are armed with tactics that you can immediately implement in your own shop
3. You are armed with information to help you engage internal and external constituencies
4. You possess validation and motivation; you will enable your organizations to advance their missions
Title of Presentation
Your organization exists for a very good reason Your job is to find those individuals and stakeholders who need to see it continue
Fortune Cookie Saying:
“The greatest pleasure in life is doing something that others say is impossible”
CONTACT INFORMATION
Michele R. Berard, MBA, CFRE
(401) 455-6565
mrberard@butler.org
Twitter: @micheleberard
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