How to find the Big Donors
Who Can Make Your Organization Grow

http://connect.chronicle.com/rs/931-EKA-218/images/BigDonor_Campbell_ArticlesCollectionMKTO.pdf

Ready to rev up your qualification efforts? Contact Campbell & Company at info@campbellcompany.com, campbellcompany.com/contact, or (877) 957-0000

How to Identify Donors With the Greatest Potential to Give

By LISA SCHOHL

The University of Waterloo invites early-career alumni who are founders of companies to pledge to make a gift when their businesses turn a profit.

PRIORITIZING CERTAIN RELATIONSHIPS
CREATING A MODEL USING YOUR OWN DATA
MAXIMIZING RESULTS

Use Meetings With Wealthy Donors to Build Connections

who: MARIA DI MENTO

DO YOUR HOMEWORK
LEAVE TIME FOR THEIR QUESTIONS
CONSIDER THE DONOR’S MOTIVATION
KEEP THE INTEREST ALIVE
ASK QUESTIONS AND LISTEN WELL

Smart Questions to Ask Donors Before Seeking Money

By MARIA DI MENTO

DON’T ASK FOR MONEY
ABSORB INFORMATION
WHAT TO ASK FIRST
WHAT TO ASK AT THE END OF THE CONVERSATION
WHAT TO ASK MIDWAY THROUGH

Ensure Donor Satisfaction for the Life of a Big Gift

By MARIA DI MENTO

STEPS TO TAKE

Work closely with donors throughout the initial discussions to establish the criteria for how their donations will be used, to ensure it’s in line with their wishes.

• Share gift guidelines and requirements with your donors, so they understand every aspect of your nonprofit’s gift-acceptance processes.

• Show donors a sample gift agreement to spur questions and discussion about specific details of their own agreements, and be willing to revise as needed until all parties are in agreement.

• Help philanthropists make their expectations clear, and be sure to tell them how long everything is going to take and why, says Murphy-Phillips.”I’ll tell them I want to make sure we’re on the same page, and then I’ll ask them to tell me what they just heard me say and if that sounds right to them,” says Murphy-Phillips. “Sometimes what we say may be misunderstood, so I try to reiterate what we talked about, either verbally or later on in writing.”

• Create a timeline for when and how a donation will be spent. This can go a long way toward avoiding problems down the line, says Brown. This is especially important for major donors who come from corporate or entrepreneurial worlds, where projects may be completed much more quickly. Build space for delays into the timeline to give your nonprofit flexibility and to manage donors’ expectations, says Brown.

• Develop a contingency plan in case organizational needs shift or other institutional challenges crop up, so the gift could be used for other purposes, as agreed on in advance, says Easley.

YOU’RE READY TO BUILD A QUALIFICATION PLAN THAT FUELS YOUR MAJOR GIFTS PROGRAM. WHAT DOES IT TAKE?

Analytics that help you segment your database and identify the right donors for major gift qualification √ Staff or volunteers to conduct qualification outreach

√ Training on qualification activities

√ Detailed timelines and call schedules that guide the qualification team’s outreach

√ A detailed call script that builds rapport by thanking donors and identifying connections that help you uncover their giving priorities, personal interest in the organization, and willingness to make a major or planned gift

√ A protocol for capturing information learned in your donor database

√ A process for moving qualified prospects into active management and disqualifying prospects not ready for major gifts management

√ Metrics and reporting to track, measure, and improve your qualification efforts Campbell & Company offers a flexible suite of qualification services to help you build an effective plan for prospect qualification, combining a multi-channel outreach strategy with a highly structured schedule and benchmarks.

To learn more, contact us today at info@campbellcompany.com, campbellcompany.com/contact, or (877) 957-0000.

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