Transcript
Corporate Gifts Noida
Presented by:
Erin Morantz, CFRE, KCI Ketchum Canada Inc.- Consultant
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Agenda
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Understanding the language
Understanding the fundraising environment
Understanding the donor
Understanding fundraising programs
Understanding the development process
Understanding the role of volunteers
Understanding the role of information management
Understanding the role stewardship and
recognition
– Glimpse at how the current economic downturn is
affecting philanthropy
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Fundraising Buzz Words
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• Endowment
Acquisition
• Gift In Kind
Annual Giving
• Major Gifts
Bequest
• Moves Management
Capital Campaign
• Planned Giving
Case statement
• Prospect / Qualified
Cultivation
Prospect
Direct Mail
• Recognition
Donor
• Renewal
Donor Acquisition
• Solicitation
Donor Pyramid
• Stewardship
Donor Retention
• Volunteer
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Philanthropy in Canada
• Over 80,000 charities in Canada
• 6.8% gross domestic product
• 12% of Canadians employed in the
charitable sector
• Revenues total $112 billion per year
• 78% of individuals 15 years and older
donate money to charity
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Wide Distribution
Distribution of Charities
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Distribution of Support
from Individual
Canadians
The statistics tell us…
– Individual giving will be the cornerstone of
successful development programs with
major gifts leading the way
– Donors are more sophisticated and want
“impact” and involvement
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Who or what is a donor?
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Individuals & Families
Corporations / Businesses
Employee Groups
Foundations
Government
Associations/Clubs
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Why do people give?
to demonstrate power
belief in the mission
tax and financial planning
considerations
immortality
gain influence,
professional advancement
peer approval
ego gratification/self
esteem
recognition from peers
diminish negative
feelings, guilt, fear, anger
express deep emotion grief (memorial) or Joy
(commemorative)
give something back
for the joy of it.
identify with a worthy
cause of goal
sincere desire to
help/care
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Why do people give?
BECAUSE
THEY
ARE
ASKED!!!!!!
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What are Donors Looking for?
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Positive image
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Vision, uniqueness, urgency
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Impact on community / society
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Strong strategic planning / financial management
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Prioritized needs
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Clear description and outcomes of the project(s) to be
funded
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“Fit” with the donor
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Sense of permanence
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Donor Bill of Rights
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Information about mission, use of donated resources and organizational
leadership
Access to financial statements.
Assurance that gifts will be used as intended
Receive appropriate acknowledgement and recognition.
Assurance that gifts handled with respect and with confidentiality
Expect all relationships with organization be professional in nature.
To know if those seeking donations are volunteers, employees of the
organization or hired solicitors.
To remove their name from mailing lists
Freedom to ask questions.
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Fund Raising
Pyramid
Bequests
Major gifts
Annual Gifts
Special Events or Fundraisers
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Donor Pyramids
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Annual Gifts
• Made from a donor’s cash flow
• Do not require financial planning
• Support the ongoing needs of an
organization – they are the
sustaining gifts
• Many gifts at lower levels are sought
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“Ladder of Effectiveness”
• 1. Personal visit by a team
• 2. Personal visit by one person
• 3. Solicitation by personal letter with
a follow-up phone call
• 4. Solicitation by personal letter
• 5. Group direct mail
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Major Gifts
• Generally require thought or planning on
the part of a donor
• Fewer solicitations for larger gift amounts
• Generally, the gifts support an
organization’s long-term goals
• Donors can be individuals, corporations
or foundations
• The key is that someone must ask for a
significant gift face to face
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Corporate Giving
• Corporations often have established
giving criteria by which they judge
programs and organizations seeking
support
• They are not generally annual donors.
Instead, they provide major gifts for
programs and capital
• The face of corporate giving in Canada is
changing in a number of ways
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Corporations Looking Beyond
Dollars
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Strategic partnerships
Longer timelines
Greater scrutiny, higher expectations
Need to manage competition and
increase in requests
• Their context: spotlight on corporate
governance, continued increase in
competition, globalization
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Planned Giving
• Includes gifts of shares, wills and
bequests, life insurance, etc…
• Usually, only the most sophisticated
organizations will have an organized
planned giving program
• However, it never hurts to make
donors aware of the options for
giving available to them.
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The Donor Development Process
ESTATE
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PLANNED
GIVING
Bequests / Legacies
Planned Gifts
Investment
Involvement
MAJOR GIVING
Endowment Campaigns
Capital and Special Campaigns
Interest
Major Gifts from Individuals,
Corporations and Foundations
ANNUAL GIVING
Special Events
Annual Appeal, Direct Mail, Telemarketing
Small Gifts from the Public-at-Large
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Information
Identification
Donor Development Cycle
No Interest
IDENTIFICATION
(prospecting phase)
No
Contact
Initial
Contact
Interest
I ncreasing engagement
& involvement
CULTIVATION
(pre-gift phase)
Additional
gift interest
Discuss
gift
The Ask
Continuing
involvement
SOLICITATION
(gift phase)
STEWARDSHIP
(Post-gift Phase)
Acknowledgement
Yes,
gift
made
The decision
No interest
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No,
but
interested
The Constituency Circle
Board
PAC
Staff
Students
Donors
Employers,
suppliers,
successful alumni
People or organizations
with similar interests
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Why do people volunteer?
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Altruism
Desire to make a difference
Desire for status
Employer encouraged employee
Desire to develop skills and expertise
Desire to build personal relationships
Because they were asked
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Primary function of Volunteers
• Governance
– i.e. serving on a board of directors
– Set policy, establish direction, hire/fire CEO, ensure
fiscal integrity and financial health
• Program
– i.e. being a Big Sister or Big Brother
– Helping to organize a fundraising event
• Development
– i.e. fundraising (i.e. face to face solicitation)
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Staff obligation to volunteers
• Empower
• Lead while appearing to follow
• Provide opportunities for meaningful volunteer
work
• Disclose appropriate information to enable them
in their volunteer duties
• Provide orientation and training
• Provide job descriptions
• Conduct performance evaluations/give effective
feedback
• Provide appropriate and frequent recognition
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Information Needed
• Biographical:
– Individuals: name, address, contact #’s, spouse,
employer
– Organization: name, address, contact #’s, contact
names, email address
• Relationship to charity
– Giving history, alumni status, volunteer involvement
• LAI / Prospect Info
– Link to the organization, giving ability, areas of interest,
cultivation status
• Cultivation & Solicitation Activity
– Record of donor contact (call reports, briefing notes,
action tracking, proposals submitted)
– Recognition & stewardship provided
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How is Donor/Prospect
Information Used?
• To identify potential donors along with their LAI
(Link, Ability, Interest)
• To track gifts for receipting and recognition
purposes
• To track giving patterns in order to determine
RFA (recency, frequency, amount)
• To track and coordinate “moves” with the
prospect/donor
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How is Donor/Prospect
Information Collected?
• Personal contacts
• Participation records (giving history, volunteer
history, past contact between donor and charity)
• Public information (internet, newspapers,
research sites, business journals, directories)
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Ethics & Confidentiality
• FOIPP (Freedom of information; protection of
privacy)
• APRA Code of Ethics: Confidentiality, accuracy,
relevance, accountability, honesty
• Donor Bill of Rights
• Code of Ethical Fundraising Practices
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Difference between Stewardship
& Recognition
• Stewardship is the process of ensuring the
donor’s gift is used as intended and that the use,
impact and results of their gift are communicated
back to the donor, thereby gaining their
confidence
• Recognition is one element of effective donor
stewardship. Recognition can be used to honour
a gift (annual) or the relationship (cumulative) or
both.
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Recognition Methods
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Naming opportunities
Donor walls
Donor thank you events
Plaques/mementos
Thank you letters & phone calls
Meetings with senior leadership
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Stewardship Methods
• Stewardship reports
• Newsletters
• Meeting with key constituents involved in the
funded area.
• Invitation to events pertaining to the funded area
(i.e. ground breakings, awards ceremonies).
• Tours
The key to good stewardship is communication.
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Helpful resources
• Henry A. Rosso, Achieving Excellence in
Fundraising – the Bible of fundraising
• http://www.afpvancouver.org/ Association
of Fundraising Professionals
• http://www.cagpacpdp.org/en/default.aspx Canadian
Association of Gift Planners
• http://www.malwarwick.com/learningresources/ fundraising articles by Mal
Warwick
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More helpful links
• http://www.blackbaud.com/company/
resources/giftrange/giftcalc.aspx An
online gift range chart calculator
• http://www.kciphilanthropy.com/
Ketchum Canada Inc. and
publishers of Philanthropic Trends
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More helpful links
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www.charityvillage.com
www.givingandvoluntering.ca
www.globalphilanthropy.ca
http://www.sofii.org/ A showcase for
fundraising
• http://www.networkforgood.org/ Lots
of resources and tips on online
fundraising
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