Snag ‘Em for Life

Building and Managing Major Gift Program in eTapestry

Presented by Pam Dechert, CFRE Senior Consultant

TODAY’S SESSION WILL COVER:

The importance of annual giving to creating and sustain a major gift program

Discuss giving trends and how they affect your major gift program

What tools in eTapestry can be used to identify good major gift prospects

What tools in eTapestry can be used to manage and run a major gift program

Annual giving – where it all begins• New donors start out by giving to your

annual fund

• It is the beginning of donor loyalty (or not)

• It reaches the largest group of individuals

• New donors and multi year donors will increase overall fundraising

How is giving?

2012 CHARITABLE GIVING TRENDS

WHERE IS IT COMING FROM?

BABY BOOMERS DOMINATE

BABY BOOMERS DOMINATE

MULTI CHANNEL AND MULTI GENERATIONAL IS THE NEW NORM…BUT

HOW MUCH DO THEY GIVE TO THEIR TOP CHARITY?

What does this mean for a major gift program?

HOW DOES YOUR MAJOR GIFT PROGRAM STACK UP?

Isn’t a ‘magic ask amount formula’May not be the same for each donorMean gift by age vs. your mean gift?What is your organizations average gift?What are the top gifts to your organization?2 and 10 x’s the normalNeedsLifestyleEngagementAsk/ProspectResearch/Data Model

• WHAT IS A MAJOR GIFT TO YOU?

• ARE YOU STRATEGICALLY USING THE ANNUAL FUND TO GROW MAJOR GIFTS?

• ARE WE FOCUSING ON THE RIGHT PEOPLE?

Boomers, Matures

Annual recurring gift donors

Regular yearly or monthly donors by check, credit card, direct mail or bank draft/EFT

Anniversary givers (same time each month or year)

Board members, committee members, regular participants, passionate volunteers

Who makes a good major gift prospect?

Campaign Analysis

Recurring Gift Donors

Birthdates

Lifetime Givers

Consecutive Givers

Volunteers, Board Members

Use the Giving History Widget

Donor Renewal Rates

Giving Dynamics

Top Donor

Eliminate and tweak list based on ages, how they give, involvement, rating/screening etc.

- Remove businesses, foundations, transactional donors, what else?

Find them in eTapestry

Campaign Analysis Report: Helps to set major gift amounts and how many prospects you need.

Find them in eTapestry

Find them in etapestry

Consecutive Months and Consecutive Years Reports: Helps you find those regular, loyal donors

Find them in eTapestry

Find them in eTapestry

Recurring Gift and Top Donor: Helps you find regular donors and mid/lower end ‘top donors’ to campaigns

Target analytics

Other Blackbaud resources

Blackbaud and Target Analytics offer unparalleled access to the world’s largest searchable database of charitable donations. With more than 60 million records, NOZA provides the most comprehensive and up-to-date source of charitable giving data available anywhere.

Echelon Power Segments

• Income 360

Other Blackbaud resources

WE’VE IDENTIFIED OUR TOP PROSPECTS

• Use eTapestry as the CRM it is.Don’t keep it in your head!• Correct biographical, address information • Do we have good information about birthday, work, family• Google Alerts• User Relationship(s) in eTapestry• Who knows them?• Do board and staff rate and screen?• Use Account Summary to review donors, rate/screen and build a strong donor profile !

Do you have a good profile of each?

Tag ‘em – create a great profile!

FIND ‘EM AND RATE/SCREEN IN ETAPESTRYRATE AND SCREEN USING FOR IMPACT FIELDS – DOWNLOAD THESE FIELDS TO RATE/SCREEN PROSPECTS WITH STAFF/BOARD IN ORDER TO GET A QUALIFIED PROSPECT INDEX AND CREATE A MASTER PROSPECT LIST!

For Impact Field Description

Capacity

An estimate of the constituent's ability to make a transformational gift to your organization. The definition of a transformational gift depends on the level that your organization considers a major gift.

RelationshipYour perception of how closely-affiliated this constituent is with your organization.

TimingHow good the timing might be to solicit a gift.

Giving History

A measurement of what the constituent has demonstrated in the past to your organization. Multiple gifts or a very large one-time gift would normally rank someone higher on this value.

Philanthropic History

A measurement of the constituent's interest and propensity to support philanthropic causes in general. For major prospects, you can often find information on past giving in the local community foundation annual report.

Create a major gift master contact for your prospects

DOWNLOAD FOR IMPACT & MAJOR GIFTS FIELDS

MAJOR GIFT UDF SETHERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS

BUILD MAJOR GIFT TRACKING YOUR WAY

• Use as many or as few you want

• Change to fit your program, wording

• Add your own steps, cultivation dates

EACH PROSPECT GETS:

• One at a time or use Mass Update (with a custom account query) to Mass create your master contacts for the year

A MAJOR GIFT MASTER CONTACT ON THE JOURNAL

KEEP TRACK OF THE PROGRESSBY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP ADVANCES

RECORD OTHER CONTACTS AS WELLANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT IS A MAJOR GIFT CONTACT, MARK IT

KEEP UPDATING THE MASTER CONTACTUNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE AS WELL

DON’T IGNORE STEWARDSHIP

• Build in the dates for you to:• Write a handwritten thank you• Have you or board chair, ED call to thank

• Letter, email within the next 90, 120, 180 days • How important their gift was and how it is being used• Organization news and updates• Acknowledge them: birthday, promotion etc.• Fun stuff!

ADD PLAN TO COMMUNICATE AND THANK THEM

MEASURE RESULTS/PROGRESSMAJOR GIFT QUERIES

BUILT IN REPORTS

MAJOR GIFT QUERIES AND REPORTS• All major gift fields are on the contact method, so its easy to add and build your own!

BUILT IN QUERIES ARE JUST A START

DO MORE!

• Favorites on your Dashboard!• Auto deliver & scheduled

USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK

USE REPORTING TO CUSTOMIZESUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS

CIRCLE BACK TO SNAG ‘EM

• Building annual fund with a focus on building donor loyalty

• Paying attention to multi- channel but don’t lose sight of your prime major gift prospects that come from direct mail, annual fund and personal relationships

• Thinking about how much time you are investing in your key major gift prospects

• Identify your major gift prospects with tools built into etapestry, offered by Blackbaud and through your own staff/board identification

• Build good profiles, know them and get to know them• Make a master major gift plan for each and execute using eTapestry as the

primary CRM tool• Using our Major Gift tools to start, build and grow your own Major Gift program

IT ALL STARTS WITH:

Speaker Follow-up Slide

pam.dechert@Blackbaud.com

317.819.7529

For more information, resources, and conversations, visit:

blackbaud.com/research

npEngage.com