Donor Interest and Strategies (Part 1)

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Major and Principal Gifts

Universidade da Califórnia, Davis

Curso 3 de 4 no Fundraising and Development Programa de cursos integrados

This course will provide a comprehensive view of major and principal gift development work for students who seek to build upon their experiences gained in the introductory session. Participants will gain an understanding of the philosophy and strategies implemented in major gift development including prospect identification, how to initially engage a potential major gift donor, the process of cultivation and moves management, effective proposal writing, making a successful ask and on-going donor stewardship. Students will practice fundamental major gift development skills by developing their own prospect strategy, producing essential documents to support the process, and engaging in role playing activity to simulate interaction with prospects and donors.

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Prospect Cultivation, Strategy Development and Getting the First Appointment

In this module, you will be able to start the cultivation process and open the door with a prospective donor. You will be able to identify the objectives of an initial visit. You will be able to reflect on the donor's interests and building donor involvement.

Introduction to Prospect Cultivation, Strategy Development and Getting the First Appointment0:42

Opening the Door with Pre-Call Contacts (Part 1)9:31

Opening the Door with Pre-Call Contacts (Part 2)7:20

Objectives of an Initial Visit (Part 1)8:49

Objectives of an Initial Visit (Part 2)6:56

Donor Interest and Strategies (Part 1)5:40

Donor Interest and Strategies (Part 2)8:15

Ministrado por

Jason Wohlman
Associate Vice Chancellor for University Development

Transcrição

[MUSIC]

Welcome back, the previous lesson focused on your objectives during an initial visit

with a prospective donor.

This lessons wraps up this section by helping you understand the donor's

interests, and strategies to build involvement.

At the end of this lesson,

you will be able to develop a strategy to build relationship and

involvement with your donor, explain key components of a cultivation plan.

And define the goals of a donor cultivation plan,

design gift plans to move relationships with donor prospects forward.

And finally document cultivation plans to be transparent to

others in your organization, let's get started.

Following the qualification visit, and again, assuming there is interest,

the development officer creates a plan for the cultivation of the prospect.

A cultivation plan involves a series of steps or

purposeful moves designed to engage the prospect more deeply with the institution,

educate them about our priorities, and provide more opportunity for

dialogue to learn about their interests and values.

Remember, that inviting prospects to an endless series of hospitality functions

such as lunches or social receptions is not a cultivation plan.

Cultivation planning is where the art form of development comes into play and

the development officer needs to think creatively about how to create the best

strategy for the prospect.

Regular, meaningful touch points are essential,

moving a prospect from qualification stage

to a first major gift is a process that can often take 18 to 24 months.

A key aspect is bringing philanthropy into the conversation early on.

Highlights for an educational institution, or

key steps, might include the following, interaction with faculty and

students, such as opportunities to speak in a classroom, campus tours

to showcase targeted areas of interest, and provide unique insider perspective.

Substantive meetings with deans and other administrators to learn about their

vision, and invitations to serve on volunteer leadership councils and boards.

Priority areas early on where private support can help the program.

Personal touches are a key component to any cultivation plan,

they include event invitations, hand written notes, birthday, holiday or

anniversary cards, recreational activities, the occasional golf outing,

and social opportunities with like-minded donors.

During cultivation you want to give your prospect a sense for

what it's like to be a donor to your organization.

They're wondering, would I feel proud to give here, do I like these people, and

what social circles will I enter?

As you're building a relationship with your donor, make every visit count.

Establish a development goal for each encounter, goals can include, building

a feeling of good will, incrementally increasing the donor's exposure to

the institution, bringing philanthropy into the conversation early on.

Ultimately what we want to do is to help them to learn, trust, and

engage with our organization.

If our goal is to help them learn, this ones the most straight forward.

What does your prospect still need to know about your organization and

how will you educate him?

Here are some ideas, site visits or tours, meetings to review your strategic plan and

offer feedback, meetings with the program staff,

opportunities to interact with your organization's clients.

Updates on specific areas of interest to that donor, and

sending them articles or other relevant information on a regular basis.

Helping our donors learn to trust, this one's a little harder to pin down,

although there's a lot of overlap between building trust and

learning it's not as linear.

Ultimately, you want your prospects to trust you on two fronts, first,

that your organization can do the job.

And secondly, that you treat your donors well,

helping prospects trust that you can do the job or meet the need,

would involve meetings or small group events with your top executive.

Exposure to other leaders, press clippings or external validations of your work,

impact stories and internal publications or shared in person.

Treat your donors well, go back to those personal touches and

let's not forget the simple importance of time in building trust.

I'm talking about consistent, positive interactions with the organization

over a period of months or even years.

Helping your donors engage brings hands-on volunteer opportunities

that will be some of your most high impact cultivation tools.

They build connection and reinforce learning and trust.

Here are some ideas, provide them with mentorship opportunities or speaking

engagements, hands-on volunteering opportunities within your organization.

Allow them to help provide administrative support or

committee work in an advisory capacity or event planning.

Encourage smaller and regular giving to your organization,

invite them on trips and travel opportunities.

And finally, the ultimate cultivation opportunity, service as a trustee or

board leader of your organization.

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