courting major donors jacque schultz sr. director, aspca equine fund

Courting Major Donors

Jacque SchultzSr. Director, ASPCA Equine Fund

Twenty percent of your donors

will provideEighty percent

of your donor revenue

Who Are Your Major Donors?Analyze last year’s donations:• How many donors?• What was the median size of the gifts you received?•How often did they give?•Identify the top 20% of donors & gift size

Past Donors Are Your Best Bet for Future Giving…

…As Long as You Do 2 Things

1. Thank them properly

2. Tell them how their money has been spent

Courting Is a Process•Identify targets & timeline

•Determine a common link

•Research targets

•Let the courting begin...

Courting a Major Donor1. Invite them to a

major event2. Next, a meet & greet3. The Call: Answers &

Advice4. Private Tour?

Volunteer Opportunity?

5. The ASK

The ASK1. Small talk

2. Brief review of why support is necessary

3. Ask for the amount

4. Wait for a response

5. Respond accordingly

Yes, No or Maybe…an exercise

1. Break into groups of 4 and then pair up.2. Determine who will be the common link and who will

be the ED, divvy up parts & practice what you’ll say.3. Re-join & determine which team will make the ask

and who will be the donor prospect. 4th person serves as observer to provide feedback.

4. Make the ask.5. Determine next steps.6. Report out to room.

Becoming Engaged• Letter of Intent

•Thanks

•Promotion of Gift

•Report

•The Next Ask