Major Gifts: Moves Management Made Easy

transcript

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Major Gifts:

Moves Management Made Easy

Jennifer Darrouzet

January 10, 2012

Protecting and Preserving the

Institutional Memories of

Nonprofits Since 1993

www.cjwconsulting.com

(866) 598-0430

info@cjwconsulting.com

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Today’s Speaker

Jennifer DarrouzetCommon Ground Product Development

Convio

Assisting with chat questions: April Hunt, Nonprofit Webinars

Hosting:

Cheri Weissman, CJW Consulting & Services, Inc.

When Asked, Donors Say

“YES”

Give Again

“YES”

Increase

Amount

From Donor Centered Fundraising, by Penelope Burke

Agenda

• Moves Management Defined

• Don’t Throw Out the Tried-and-True

• Triggers to Move a Donor Forward

• How to Track & Measure Results

• How to Make Your First Move

• Q&A

Moves ManagementThe system of policies, procedures, and practices

that directs the actions a nonprofit takes to bring in

donors, forge relationships, and generate major gifts

Critical Elements of Moves Management

Must have commitment to:

• Be donor centered - focus on developing donors, rather than

simply securing donations

• Recognize and document the relationships between an

organization and its supporters

• Focus on strategic organizational thinking to further those

relationships -- and the support they generate

• Remain flexible, constantly changing in response to organization

and supporter needs

• Support the process with people, practices, & business systems

Moves Management Delivers

• Raise more money & build stronger relationships

• Be better stewards & improve accountability

• Bring more stakeholders into the process (Board)

• Strengthen the organization, ensuring sustainability

What Moves Management Is Not

• A strategy for the masses

• Cookie cutter

• Obvious to the prospect

• In someone’s head

• On a bunch of sticky notes

• Hit and run

Keeps constituents moving along

the relationship continuum:

Good Moves Management…

Identify

Stage 1

Repeat

Stages

Qualify

Stage 2

Cultivate

Stage 3 Stage 4

Stage 5

Process

Stage 6

StewardSolicit

Common Obstacles to Adoption

The Naysayer says Needs to hear Needs to believe

1. “This is a fad, and it will go

out with the tide.”

It builds on what’s worked for

you, & serves to spotlight what

you’ve got working.

It’s not that different from what

I’m doing now; it’s just more

productive & predictable

2. “Uninformed outsiders will

recommend a bunch of tasks

that won’t work with our

issues & our donors.”

We can’t do this without you,

because you know our donors &

what works (& what doesn’t) with

I’ll get to craft our org-specific

moves, based on my hard-won

experience and intimate

knowledge of our donors

3. “We’ll waste precious time

that would be better used on

[insert alternate approach].”

Time cultivating donors is time

well spent. With moves, you’ll get

more out of the work you invest,

securing the largest gifts

possible.

This is the best investment I can

make in cultivating my donors,

and building our overall donor

base to maximize support for all

of us long-term

3. “We’ll waste precious time

that would be better used on

[insert alternate approach].”

Time cultivating donors is time

well spent. With moves, you’ll get

more out of the work you invest,

securing the largest gifts

possible.

This is the best investment I can

make in cultivating my donors,

and building our overall donor

base to maximize support for all

of us long-term

4. “Donors will be able to tell

we’re not being spontaneous.”

Donors will feel valued,

appreciated and engaged with

our organization. Your org can

support your cultivation efforts

(clearing calendars, collateral

ready, etc).

I’ll develop closer relationships

with donors, who will get more

engaged & involved. I won’t get

push back. Obstacles will be

cleared, allowing us to focus on

maximizing these relationships.

Don’t Throw Out

the Tried & TrueBuilding Your Plan

First, what counts as a move?

• Specifically tailored to the individual (Donor-Centered!)

• Increases engagement

• Increases involvement

• Increases your understanding of the donor

• Advances your strategies and goals

• Leads to solicitation

• Results in a gift

Have Some Standard Moves

• How you’re positioned in your community

• What do your current major donors believe?

- Their motivations

- Your capabilities

- What they’re accomplishing

• What do prospects value?

- What must they experience?

- Whom should they meet?

- What must they feel?Standard “proof-point” moves are like

building blocks you use again & again

Standard Moves (Samples)

Lunch with ED Ground Breaking

Send Donor Packet Birthday Card Media Interview

Board Member Call Program Graduation Invite to Gala

News Clippings Mail Annual Report Donor Reception

Program

PerformanceMeet the Candidates Community Meal

Facility Tour

Have Some Magic Moves

• Commit yourself to high touch opportunities

• How to tell when to use

• Use time-intensive moves sparingly

• Get help outside your core team, if you can do so reliably

Get theGuide

Moves Plan – The Old Way

Moves Plan – The Easy Way

Progress Tracking – The Old Way

RE: Sara’s asked what we need

Progress Tracking – The Easy Way

38% is the average yearly turnover for an organization. Relationship datalives with the people working within your org—protect it.

50% of organizations use slips of paper, Excel spreadsheets, and personal contact managers (i.e. Outlook) to manage their data.

51%of organizations manage over 4 repositories of data.

Institutional

Memory

Triggers to Move ForwardCultivation Milestones & Making Progress

Identification Stage

What Happens Here?• Decide you want to do a campaign.

• Who do you know that would give

• Focus on known donors first.

• Pull list of prospects.

What Are My Next Steps?1. Use www.GiftRangeCalculator.com to determine how

many prospects you need for a given financial goal.

2. Move to the next stage to determine inclination, capacity, and readiness.

3. Know that any who fall out at qualification must be replaced, so move more into qualification than you think you will need.

Probability

Qualification Stage

What Happens Here?• Research your prospects.

• Perform wealth screening

• Categorize on Inclination, Capacity & Readiness

What Are My Next Steps?1. Confirm or disqualify based on qualification.

2. Prospects with inclination and capacity are ready for cultivation.

3. Prospects with lower levels of inclination will require longest cultivation before they are ready.

Probability

Cultivation Stage

What Happens Here?• Evaluate top prospects based on greatest

inclination, capacity & readiness.

• Create custom moves plan for top prospects.

• Identify who should make ask & the ask amount.

• Assign steps and owners in Common Ground

What Are My Next Steps?1. Engage prospect in targeted moves, developing the

relationship and moving them closer to gift.

2. Review and evaluate. Track actions.

3. Are moves well received? Is prospect more engaged? If moves are received well prospect will be ready for an ask.

Probability

Solicitation Stage

What Happens Here?• Develop proposal

• Determine who is doing the ask

• Set the appointment with a clear purpose for

sharing a gift proposal

What Are My Next Steps?1. Make ask. Be silent and wait for response.

2. Handle objections, negotiate gift payment terms and/or acknowledgement.

Probability

Negotiation & Review Stage

What Happens Here?• Verbal commitment

• Terms to be confirmed

• Recognition elements may not be final

What Are My Next Steps?1. Drive to closure quickly, or it becomes “stuck”

Probability

Processing Stage

What Happens Here?• Once the donor accepts the proposal and decides

on the amount and how they’d like to structure their

gift, an acknowledgement process ensues that can

include negotiating the terms of the gift, and

recording the gift in Common Ground.

What Are My Next Steps?

1. Congrats! You received your gift. Now it’s time to meaningfully thank the donor and continue to thoughtfully steward the relationship.

Probability

Stewardship Stage

What Happens Here?• The donor is fully thanked for the gift and a

stewardship plan to update the donor about their

gift and its impact is created.

What Are My Next Steps?

1. Good supporter stewardship does not end at one gift however, and the moves management cycle will continue as the donor is engaged and re-engaged with your organization.

Probability

• Memorize 3 things to accomplish with any move

After this move

• The prospect will feel _____________

• The prospect will know ____________

• I will know ______________________

Pre-Move Checklist

Post-Move Record

1 Who (from donor household or company)

2 Who (from org, inc board or volunteers)

3 What kind of move it was

4 Where the move took place

5 When the move took place

6 Why this move was made at this time (what was intent of this move)

7 What did the org communicate to the donor (including any packets or gifts packets or

other materials delivered)

8 What did the donor communicate to the org (esp. what evidence was gathered re: donor’s

desire to make an impact, capacity to make an impact, authority to give, and readiness for

an ask)

9 Were any follow-up actions discussed? (studies, articles, or introductions to other

stakeholders. who will ensure these happen & when are they “due”?)

10 What does the org team think would be the best next move, when should it happen, and

whose responsibility is it to make it happen?

Prospect Research – The Old Way

Prospect Research – The Easy Way

Wealth Screening – The Old Way

Wealth Screening – The Easy Way

Wealth Engine Screening Service–

Find the Millionaire Next Door

Stewardship – The Old Way

Crystal ball image? Or reading tea leaves?

Stewardship – The Easy Way

Track & MeasureMetrics & Methods to Evaluate Progress

How do we know we’re doing it right?

• When can I say we’ve started doing moves management?

• How soon should we see results? (When can I prove we’re not wasting our time?)

• How do we detect if we’re going off the rails?

Weekly Progress – The Easy Way

Projecting Major Gift Revenue – The Old Way

Projecting Major Gift Revenue – The Easy Way

$12,000.000 10%

Prospecting

Projecting Major Gift Revenue – the Easy Way

$40,800

Getting Your Board

MovingEasy Ways the Board Can Help

Board Involvement – The Old Way

Sample Dashboard #1

Jen has dashboard image and will send

How To Get Started& Make Your First Move

Moves Plan – James & Kayla Martin

Stage Planned Moves Who?

Identification

Qualification

Cultivation

Solicitation

Negotiation

Stewardship

Moves Plan – James & Kayla Martin

Stage Planned Moves Who?

IdentificationBoard member sourced ✔ Board Member

Lunch with Dev Director ✔ Dev Director

QualificationConfirmed gave $10K to AHS ✔ Dev Associate

Wealth Screen ✔ Dev Associate

Cultivation

Facility tour & mentor interview Dev Director

Lunch with ED & Board Chair ED/Board Chair

Community meal Vol. Coordinator

SolicitationPrep Sourcing Board Member Dev Associate

Ask Board Member

Negotiation TBD TBD

StewardshipDonor Reception Dev Associate

Philanthropist nomination? Dev Associate

• Before the tour, the Development Director formulates a plan & documents it

After this move:

• The prospect will know that _____________

• The prospect will feel that __________

• I will know __________________

Pre-Move Checklist

• Before the tour, the Development Director formulates a plan & documents it

After this move:

• The prospect will know that we work & play well with

others, for maximum impact for our kids

• The prospect will feel that these kids – who have so much

promise – would fall through the cracks without

support

• I will know whether or not mentors played an important

role in this prospect’s life

Pre-Move Checklist

1 Who (from donor household or company) James & Kayla Martin

2 Who (from org, inc board or volunteers) Rachel Muir (Dev Dir) & Mary MacDonald (mentor)

3 What kind of move it was Facility tour & showing of mentoring DVD re Mary’s mentee

4 Where the move took place Board conference room & multi-purpose room

5 When the move took place Monday, 9/23/2011 at 3pm

6 Why this move was made at this time

(what was intent of this move)

See the resources provided to our kids, and meet a long-

standing mentor

7 What did the org communicate to the donor?

(including any packets or gifts packets or other materials

delivered)

Copy of mentoring DVD, pamphlet re: community collaboration

in support of our at-risk youth

8 What did the donor communicate to the org (esp. what

evidence was gathered re: donor’s desire to make an

impact, capacity to make an impact, authority to give, and

readiness for an ask)

James & Kayla BOTH named individuals who made a

difference to them as mentors. James talked about Charlie

Beard, who took him under his wing when…. Kayla described

a teacher who encouraged her to pursue summer studies in …

9 Were any follow-up actions discussed? (studies,

articles, or introductions to other stakeholders. who will

ensure these happen & when are they “due”?)

Rachel needs to find the study re: 3rd-grade reading-test failure

rates and how this is used by the county to project the number

of prisons that will need to be built (due next week, before

invitation to Gala!)

10 What does the org team think would be the best next

move, when should it happen, and whose

responsibility is it to make it happen?

Jennifer will invite them to attend Gala at Jeanne’s table

Post-Move Record

It’s not “Management” if not measured!

Thank you!

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