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Snag ‘Em for Life
Building and Managing a Major Gift Program in eTapestry
PRESENTED BY PAM DECHERT,CFRE SENIOR CONSULTANT
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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
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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?
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2012 CHARITABLE GIVING TRENDS
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WHERE IS IT COMING FROM?
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BABY BOOMERS DOMINATE
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BABY BOOMERS DOMINATE
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MULTI CHANNEL AND MULTI
GENERATIONAL IS THE NEW NORM…BUT
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HOW MUCH DO THEY GIVE TO THEIR TOP
CHARITY?
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WHAT DOES THIS MEAN FOR A MAJOR GIFT
PROGRAM?
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HOW DOES YOUR MAJOR GIFT PROGRAM
STACK UP?
Isn’t a ‘magic ask amount formula’
May not be the same for each donor
Mean 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 normal
Needs
Lifestyle
Engagement
Ask/Prospect
Research/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?
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• 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?
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• 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
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• Campaign Analysis Report: Helps to set major gift amounts and how
many prospects you need.
FIND THEM IN ETAPESTRY
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FIND THEM IN ETAPESTRY
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• Consecutive Months and Consecutive Years Reports: Helps you find
those regular, loyal donors
FIND THEM IN ETAPESTRY
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FIND THEM IN ETAPESTRY
Recurring Gift and Top Donor: Helps you find regular donors and
mid/lower end ‘top donors’ to campaigns
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TARGET ANALYTICS
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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.
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• Echelon Power Segments
• Income 360
OTHER BLACKBAUD RESOURCES
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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?
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TAG ‘EM – CREATE A GREAT PROFILE!
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FIND ‘EM AND RATE/SCREEN IN ETAPESTRY
RATE 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.
Relationship
Your perception of how closely-
affiliated this constituent is with your
organization.
Timing How 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.
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CREATE A MAJOR GIFT MASTER CONTACT FOR
YOUR PROSPECTS
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DOWNLOAD FOR IMPACT & MAJOR GIFTS
FIELDS
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MAJOR GIFT UDF SET
HERE’S WHAT TO START WITH: ADD/EDIT AS YOU LIKE TO FIT YOUR NEEDS
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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
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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
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KEEP TRACK OF THE PROGRESS
BY UPDATING THIS MASTER CONTACT EVERY TIME THE RELATIONSHIP
ADVANCES
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RECORD OTHER CONTACTS AS WELL
ANY OTHER PHONE CALL, EMAIL, VISIT, MAILING GOES ON THE JOURNAL. IF IT
IS A MAJOR GIFT CONTACT, MARK IT
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KEEP UPDATING THE MASTER CONTACT
UNTIL YOU GET THE GIFT OR NOT – CLOSE THE LOOP. ADD THE GIFT/PLEDGE
AS WELL
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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
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MEASURE RESULTS/PROGRESS
MAJOR GIFT QUERIES
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BUILT IN REPORTS
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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
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DO MORE!
• Favorites on your Dashboard!
• Auto deliver & scheduled
USE YOUR DASHBOARD, BUILD YOUR PROFILE, TAKE A FEW HOURS A WEEK
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USE REPORTING TO CUSTOMIZE
SUMMARY FIELDS, SORTING TO CREATE MORE MAJOR GIFT REPORTS
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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:
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TWEET ABOUT YOUR SESSION
#ETAPSNAGEMFORLIFE
#ETAPMAJORGIFTSROCK