How One-Time Event Participants Can Help Feed Your Major Gift Portfolio2013 NACCDO/Pan Annual Conference
Steve ChaykowskiExecutive Director of DevelopmentApril 25, 2013
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
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Right people matched to right event make all the difference
Planning and attendee research essential to success
Being an architect of engagement leads to prospect interest and action
Using Events as a Strategy to Build a Major Gift Portfolio
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Major Gift Fundraising Assumptions
Build a partnership of TRUST
One chance to make a positive IMPRESSION
Cancer Center has an INSPIRING vision and mission
LEADERSHIP is actively engaged
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The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
About Us
5 signature fundraising events = $2.5M + net revenue(planned by internal team)
400+ 3rd party events/community partners = $3M net revenue(we are beneficiary, not planners)
3 staff members on the community events team
3 staff members on the fundraising events team
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Metrics: $1 million in donations for every team member
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Right People Matched To Right Event Make All The Difference
Stewardship Events
Cultivation Events
Fundraising Events
3rd Party Events/Community Partners
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The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Right People Matched To Right Event Make All The Difference
Stewardship Events Dinner with docs Speakers
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Case Study—
Pictures/story
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Right People Matched To Right Event Make All The Difference
Cultivation Events Donor-hosted events
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Case Study—
Pictures/story
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Right People Matched To Right Event Make All The Difference
Fundraising Events Ticketed Large-scale
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Case Study—
Pictures/story
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Right People Matched To Right Event Make All The Difference
3rd Party Events/Community PartnersEntering an event without wealth screening data or prior attendee knowledgeReview the printed program for key sponsors and donorsThose seated in prime locations are likely key individuals / companies
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Case Study—
Pictures/story
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Planning Before Event Essential To Success Know who is attending
Find out who/how they were invited
Conduct a wealth screening prior to event
Create a hit list (checklist of key people to meet)
Seat attendees strategically
Determine and assign staff/leadership roles
Create briefings for key leadership, development staff
Determine if you would like to host a donor table/invite donors or prospects to attend as your guest (fundraising event)
Ask event volunteer leaders to make introductions and help engage
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The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
During Event – onsite tacticsArchitect of Engagement
Divide and conquer a room/event
Place yourself in environment to get maximum exposure
Ensure key prospects are having a good experience
Introduce key leaders and volunteers to attendees
Strike up conversation asking key wealth indicator questions
Utilize your staff
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The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
Post Event – Follow-upArchitect of Engagement Send event memento
Thank you card Pictures
Personal note from key volunteers and leaders
Invite to come back and learn more about cancer center
One-on-one meeting with cancer center researchers, leadership, lab tour
Call from development staff or key leadership (not volunteer committee)
Post-event stewardship plan for event major sponsors and donors
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Metric: Each staff member leaves event with 5 new prospects
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
13
Right people matched to right event make all the difference
Planning and attendee research essential to success
Being an architect of engagement leads to prospect interest and action
Using Events as a Strategy to Build a Major Gift Portfolio
The Ohio State University Comprehensive Cancer Center –
Arthur G. James Cancer Hospital and Richard J. Solove Research Institute