Dan MaceyDJM Consulting

Michael DoneganAssociate Director, Major Gifts

Alzheimer’s Association

Special thanks to Katherine SwankBlackbaud Analytics

Intro to Major GiftsIntro to Major Gifts

The Dating Game:

Deepening Relationships with your Donors

Individual Gifts

• Account for 88% of giving in America

• Non-profits cannot rely on grants and corporate support alone

• What is a major gift to you?

Personal Relationships Are the Key

• Study of 2000 donors• 10% received a

“Thank you” call• Annual gift of test

group upgraded by 42%

• Stopped giving to charities that did not contact them

Step 1: The Introduction Call“John, this is Carol. Carol, this is John”

PURPOSE:• Call to say “thank you”• Initiate a conversation

with the donor• Why do they give?• Can we count on them

for this year?

The Art of listening

• If they tell you why, ask more questions and……listen– Have they used your

services?

– If so, were they pleased?

– Have they ever attended an event?

– Have they seen your facility?

– Is there an area of interest?

Next steps

• Always send a handwritten note– Include card

• Why?

What if you don’t reach them?

• Rule of thumb-try at least twice

• What if you don’t reach them at all?– Send handwritten note with your card

• Why?

Step 2: The Group Date“We’re having a party – want to come?”

PURPOSE:• Non-threatening face-

to-face meeting• Meet many people

WAYS:• Group activity• Special event

Step 3: The Cozy Date“Are you free on Saturday night?”

• Personal tours

• “Face-to-face” survey

• Meet the researchers

• Answer specific questions

Ask the donor out on a date (just the two or three of you!)

Step 4: Make Them An Insider“I’d like you to meet my mother”

• Introduce them to:– Dean– CEO– President– Exec. Director

Ways: Lunch, Dinner, Tour, etc.

Step 5: The Ask“Will you marry me?”

• Ask them to commit to the organization– Solicit for gift– Prospect notifies

you of gift – Prospect states

desire to make gift

Step 6: Complete the Gift“Here comes the bride!”

• Keep in contact

• Offer to help where possible

• Introduce professional advisors who can help

• KEEP DATING!!!!!!!

This may happen right away – it may take years or months

Step 7: Celebration“The sunset in Maui”

• The gift is complete – it’s time to celebrate– Lunch, dinner

– Meetings with beneficiaries

– Gifts, tokens, plaques

– Recognition Society

– Media Releases

Step 8: Stewardship“Our 1st Anniversary”

• It’s been a wonderful year and you want to re-create the happy feeling everyone had when you closed the gift– Annual report– Anniversary “thank you” card or gift– Update with student, doctor, “celebrity”

Step 9: Repeat the Cycle“Let’s have a baby!”

• Use your relationship to make the “family” grow– Repeat cultivation

– Add to the gift

– New gift

– New funding opportunity

Group activity-Moves Management

• Three of your donors– Each person gets three

donors

– Strategy designed by group

Questions?