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Advancement Best Practices: Advanced Cases Discussion
Rod Miller & Barbara Berglund
February 8, 2012
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Advising nonprofits in: • Strategy • Planning • Organizational Development
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Today’s Speakers
Rod Miller Founder,
Executive Institutional Advancement Exchange
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars
Barbara Berglund President,
Barbara Berglund Communications, Inc,
Advancement Best Practices:Advanced Cases Discussion
Rod Miller, CEO
Executive Institutional Advancement Exchange
www.ExecIAE.com
Rod Miller founded Executive Institutional Advancement Exchange to help advance education, healthcare and research institutions in North America and globally. He clarifies why, when and how to develop and execute best practices for institutional advancement. He also provides a mix of consulting and training (such as developing a strategy and helping leaders and staff understand how to execute it).
Barbara Berglund, President of Barbara Berglund Communications, Inc, focuses on development assessments and databased analysis to help non-profits develop strategic annual giving and integrated marketing. Her implementations of resulting direct response campaigns have significantly increased dollars and won fifty awards of excellence for wide-ranging clients, including those in education, healthcare, and the arts.
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Advancement Best Practices on LinkedIn
Why, when and how to plan and execute best practices for institutional advancement - share insights, ideas and creative ways to transform
advancement efforts.
For board trustees, CEOs and leaders with vision and commitment to best practices for growing revenue, philanthropy and marketing impact.
http://www.linkedin.com/groups?gid=3874810
3© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
Improve Advancement Efforts?
• 42% Build philanthropic culture
• 20% Link metrics to ROI
• 17% Engage trustees/CEO
• 16% Identify new potential donors
• 5% Not one of above
81 survey responses
Results change culture, and slowly.
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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Good News in Economic Meltdown
Some Institutions with Start-up to “Emergent” FR Reported
• Affirmed 5 x $500,000/year gift pledges.
• Donors initiated calls to renew or upgrade giving.
• $3 million gift, plus matching funds.
• Alumni giving up.
• Annual fund up.
• Three other institutions increased philanthropy.
5© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
Cases for Analysis > Improve
Explore how to
1. Evaluate institutional readiness.
2. Identify who is pre-disposed to give.
3. Elevate annual giving to new levels.
4. Ask effectively.
6© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
What Are Best Practices?
A best practice is a method, process, activity, incentive, or
reward that is believed to be more effective at delivering a
particular outcome than any other technique, method,
process, etc. when applied to a particular condition or
circumstance…
... en.wikipedia.org/wiki/Best practices
7© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
“Best” = Maximize Potential
Conventional
or
Exceptional
8© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
CASE 1: Institutional Readiness
CASA – Start-up FR(College of Arts & Sciences Advancement)
• Name recognition locally.
• Reputation for program delivery.
• Events foster community interaction.
• Trustees bring community leaders to visit.
• Trustees engaged in meetings/events.
• Development not appropriately led.
• FR targeted on % year-over-year growth.
• No list of potential larger donors.
• Gifts < x4 of Development budget.
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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…1: Readiness Quiz
1. Why does the institution exist?
2. What major new initiatives for a better world are being pursued?
3. Can you list the well-networked board trustees?
4. Is the institutional leader truly engaged in “walking the talk” to lead fundraising?
5. What quantity and quality of conversations with stakeholders?
6. Who makes larger investments/donations? Why?
7. What's been raised previously versus targets?
8. What specifically do the CEO and (which) board trustees do in fundraising?
9. What’s the experience and capacity of potential board trustees and other donors?
10© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
Case 2: Compile the “A” List
1. High net worth, philanthropic individuals who care about
your mission (and are well-networked)
2. Community leaders who will help you meet with “1”
3. Laser-focused prospect research that identifies “1”
11© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
…2: Pre-disposed to Major Gift?
Pietro
• Chair/CEO successful financial group
• Responsible for offices in Zurich, Munich, Melbourne, Beijing
• Resident near Texas-based NPO
• Holds cum laude degrees from Harvard and Georgetown Universities
• Chair of Council for International Relations (think-tank based in DC)
• Chairs NPOs Investment Committee
• Lifetime giving to NPO is $26,000
• Age: 47 years
• Advocates NPO mission in local and national communities
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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…2: Pre-disposed to Major Gift?
Georgia
• Retired CEO (5 years) from large, profitable international corporation
• Former NPO board trustee (2 terms)
• Owns organic citrus farm in Florida
• Homes in Orlando, London, New York
• Occasionally asks NPO leader for specialist advice on organic farming
• No visits with Texas-based NPO in last 15+ years
• Lifetime giving to NPO is $13,000
• Age: 77 years
• History of modest philanthropy to a few other NPOs
Pietro
• Chair/CEO successful financial group
• Responsible for offices in Zurich, Munich, Melbourne, Beijing
• Resident near Texas-based NPO
• Holds cum laude degrees from Harvard and Georgetown Universities
• Chair of Council for International Relations (think-tank based in DC)
• Chairs NPOs Investment Committee
• Lifetime giving to NPO is $26,000
• Age: 47 years
• Advocates NPO mission in local and national communities
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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…2: Identify Pre-disposition via
Key Indicators in Attitude to
• Age
• Substantial Disposable Assets
• NPO Leader (&/or NPO Output)
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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Case 3: Elevate Annual Giving
Know Your Individual Constituents — In Detail
• Affiliation: Alumnus/a, Parent, “Grateful Patient,”
Community, Volunteer, Staff.
• 5-year Giving History: Total Giving, Number of Gifts,
Largest Gift, Most Recent Gift, Designation of Gifts.
• Source of Gift: Mail, Online, Personal Solicitation.
• Outsource Databased Analysis, if Necessary!
15© Barbara Berglund Communications, Inc 2012
…3: Segment and Target
By Everything You Know
• Speak with different messages to alums vs. parents, patients vs. staff, volunteers vs. cold prospects.
• As determined by data, thank for last year’s gift — or regret that “we missed you last year” with LYBUNTS and SYBUNTS.
• Calculate the individual’s upgrade “ask” amount based on prior giving history, with drive toward gift clubs and the major gift pipeline.
• Outsource programming and production for cost-effectiveness.
16© Barbara Berglund Communications, Inc 2012
…3: Make The Case —
“Brand” Philanthropy
• Show the NEED — with compelling photos and testimonials from beneficiaries.
• Show what gifts can accomplish at levels that match the
ask amount
$90 for 6 infant feeding tubes
$250 to run the soup kitchen for 3 days
$500 for a semester’s textbooks for a student
on financial aid.
• Integrate messaging in print and online.
17© Barbara Berglund Communications, Inc 2012
…3: First-year “Best Practices”
Case History Results
• University increased Annual Fund by 20%, including 100 new $1,000 donors acquired through direct mail
• Independent school increased Annual Giving by $450,000 —with incremental expense of just $50,000
• Children’s Hospital more than doubled its net income from $53K to $140K — while cutting costs by half
• No guarantees … but you will only achieve these kinds
of results with “best practices”!
18© Barbara Berglund Communications, Inc 2012
Case 4: Ask Effectively
• Introduction.
• Listen to questions/comments.
• Check-in on what’s understood.
• Elaborate for understanding.
• Turn-taking “two ears/one mouth.”
• Where would you like to go from here?
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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…4: Flexibility
• Valued capabilities of PR graduates.
• Help shape 1-page outline.
• Aim, benefits, track-record,
description and cost.
• Establish scholarship fund.
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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…4: Listening
• First meeting, to detect interest.
• Asked what CEO really wants.
• Good rapport…
• Needs a building for research.
• Control X medical condition.
• 20 minute visit > $10 million.
© Executive Institutional Advancement Exchange LLC 2012www.ExecIAE.com
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Conclusion
Explored how to
1. Evaluate – Readiness Quiz.
2. Identify Who – Age, Assets and Value.
3. Elevate Annual Giving – Databased Analysis/Action.
4. Ask – Listen and Flex.
22© Executive Institutional Advancement Exchange LLC 2012
www.ExecIAE.com
Suggested Resources
Rod Miller, “Beyond Benchmarking Institutional Advancement” in Excellence in Communicating Organizational Strategy, Albany, NY: State University of New York Press, 2001 (sample@ GOOGLE)
……………... Best Practices for Fundraising, The CEO Hour, WSRadio.com, 3 interview segments http://tunein.com/program/?SegmentId=35465519&ProgramId=268692
……………… Advancement Best Practices that Workhttp://www.slideshare.net/NonprofitWebinars/advancement-best-practices
……………... Major Gift Strategies that Workhttp://www.slideshare.net/NonprofitWebinars/major-gift-strategies-that-work-video
……………... Best Practices to Advance Planned Givinghttp://www.slideshare.net/NonprofitWebinars/best-practices-to-advance-planned-giving
……………... Why When and How the Big Gift Campaigns Work http://www.slideshare.net/NonprofitWebinars/why-when-and-how-the-big-gift-campaigns-work-7285907
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