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Show Me the $ "How to Woo & Keep Big Donors"

P resen ted by : Tyce l y W i l l i ams , CFRE Bes t F r i ends Na t i ona l Con fe rence

Ju l y 15 , 2017

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What’s Up? Increasing Major Donor Pipeline & Solicitation Success - Strategy - Identification - Cultivation - Solicitation - Stewardship

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Start with Strategy " A plan of action designed to achieve an overall aim." - Remember to QUANTIFY

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Strengthening Your Strategy 1. Establish size of major gift 2. Calculate current major gift impact 3. Calculate major gift retention rate 4. Set annual goal for major gifts 5. Infuse innovation

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Calculate Current Major Gift Impact 1. Calculate # of major donors

2. Calculate cumulative total for major gifts

3. Divide cumulative major gift total by overall budget to calculate impact

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Calculate Current Major Gift Impact 1. 1,500 donors gave at least $1,000 in FY17

2. 1,500 donors gave a total of $500,000 in FY17

3. FY17 budget is $1 million, major donors gave 50%

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Calculate Major Gift Retention Rate 1. Calculate # of major donors in FY16 (Year 1) 2. Calculate # of major donors in FY17 that returned from FY16 (Year 2)

3. Divide Year 2 by Year 1

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Calculate Major Gift Retention Rate 1. 250 donors gave in FY16 (Year 1)

2. 100 donors gave in FY17 (Year 2)

3. 250 divided by 100 = 40% (Retention Rate)

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Calculate Major Gift Retention Rate 1. 250 donors gave in FY16 (Year 1)

2. 100 donors gave in FY17 (Year 2)

3. 250 divided by 100 = 40% (Retention Rate)

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Current Retention Trends (AFP/Urban Institute 2017)

- 45% average donor retention

-0.5% change from 2016

- Every 100 donors gained in 2016, offset by 99 lost due to attrition

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Set Annual Goal for Major Gifts

1. New Donors (never given)

2. Recaptured Donors (some years, not last)

3. Same Donors (last year at same giving level)

4. Upgraded Donors (last year at increased level)

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Infuse Innovation

Identification Cultivation Solicitation Stewardship

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Identification

1. Establish a committed donor profile

2. Determine pathways to connect

3. Recruit influencers & mission ambassadors

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Cultivation

1. Solicit donor preference for communication

2. Incorporate technology

3. Right size staffing structure for high-touch engagement

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Solicitation

1. Solicit donor preference for communication

2. Incorporate technology

3. Right size staffing structure for high-touch engagement

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Stewardship

1. Use language of loss versus gain

2. Remind donors they are not alone

3. Its all about ONE hero or she-ro

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Idea Generation What does your donor value?

1.  Entertainment: Pups in the Park (MLB) 2.  Religious: Blessings of the Animals 3.  Inspirational: Pet Pictures 4.  Informative: Pet Care Tips or Recipes for Treats

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Annualized Opportunities Jan.: Walk Your Pet Month, Change a Pet’s Life Day & National Train Your Dog Month Feb.: Responsible Pet Owners Month March: National Puppy Day April: National Pet ID Month May: National Pet Month June: Hug Your Cat Day, Best Friends Day & Take Your Cat or Dog to Work Day July: Pet Hydration Awareness Month August: DOGust Universal Birthday for Shelter Dogs Sept.: Pet Birth Defect Awareness Day Oct.: National Pet Wellness Month Nov.: National Cook for Your Pets Day Dec.: ?

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Wrap Up? Increasing Major Donor Pipeline & Solicitation Success - Strategy - Identification - Cultivation - Solicitation - Stewardship

Questions Anyone?

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Thank YOU! tycely@tycelywill iams.com

Connec t v ia L inked In H e r e ’ s h o w : HTTPS: / / WWW. LINKEDIN. COM/ IN/ TYCELYWILLIAMS

Extreme grati tude to Best Friends National Conference!

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