Greater New Orleans AFP
June 10, 2009
Emily DiStefano, M.S., CFRE
DiStefano & Associates
• Philanthropy – Love of Mankind
• Fundraising – the servant of
philanthropy - a process whereby
donors are invited to make gifts
that match their interests and the
needs of a non-profit organization.
The Planning Process
Rosso’s Concentric Circles
The Constituency Model
Source: Henry A. Rosso, 1991. Achieving Excellence in Fund Raising
Rosso’s Concentric Circles
The Constituency Model… Continued
Source: Henry A. Rosso, 1991. Achieving Excellence in Fund Raising
Basic Responsibilities of Nonprofit
1. Determine the organization's mission and purposes.
2. Select the executive.
3. Support the executive and review his or her
4. Ensure effective organizational planning.
5. Ensure adequate resources.
6. See that resources are managed effectively.
7. Determine and monitor the organization’s programs
8. Enhance the organization’s public image.
9. Serve as a court of appeal.
10. Assess its own performance.
A Process An Outcome
(National Society of Fundraising Executives (NSFRE), Survey Course on Fundraising)
Components of a Fundraising Plan
Importance of Preparation
Gift Processing Procedures
AFP Code of Ethics
What resources are needed to carry out the
How might we best organize our efforts?
Who reports to whom?
Case – an expression of the cause, or a
clear, compelling statement of all the
reasons why anyone should consider
making a contribution in support of or to
advance the cause. (Seymour, 1966)
Case Statement – a written document
that describes in a summary fashion the
reasons a cause is worthy of support, why
fundraising and philanthropic gifts are
needed, and the benefits specific people
will receive when funds are spent.
Five Steps to a Case Statement
1. Determine why organization is
worthy of support.
2. Determine who will prepare case
and case statement.
3. Prepare case statement.
4. Test the case statement.
5. Plan for communicating case.
a Base of Donors
Through Annual Giving
Annual Giving – the primary
fundraising method used to broaden
support, upgrade giving levels and
provide operating support for on-
going programs. (Association of Fundraising Professionals – AFP)
The Relationship Pyramid
Invest Major, Committed Donor
Interest Loyal, Frequent Donor
Involve Established Donor
Inform Repeat Donor
Invite First-Time Donor
Ladder of Effectiveness
Person to person
Personal letter with phone
Personal phone call with follow-
Personal phone call
Impersonal letter/direct mail
Impersonal telephone call
Setting a Goal
Based on case for giving and
analysis of key prospects, evaluated
capacity to give and a mathematical
formula, a reasonable, yet
ambitious goal is set.
Identify number of qualified
Determine number of gifts needed
at each level.
At upper levels use higher prospect
to gift ratios.
Major gifts require one on one
solicitation, up to 5 prospects per
volunteer. How many volunteers
can you recruit?
Annual Giving Goal $25,000
Gifts $ # of Gifts # of Prospects Subtotals $ Totals $
$2,500 1 4 $2,500 $2,500
$1,000 3 12 $3,000 $5,500
$500 7 28 $3,500 $9,000
$250 18 56 $4,500 $13,500
$100 55 130 $5,500 $19,000
$50 80 160 $4,000 $23,000
Less than 50 Many Many $2,000 $25,000
Recruit overall Annual Campaign
Chair recruits (with assistance) the
remaining committee chairs.
Committee chairs recruit the
appropriate number of volunteers
for their committee .
1. Identify prospects.
2. Data Manager puts prospect information
into a database that is efficient and
reliable. (Get input from other NPO’s in
3. Evaluate prospects.
4. Group prospects by committee.
5. Determine if goal is feasible.
A reasonable estimation tool used
by some development directors
goes like this:
Total up the estimated gift amounts.
Divide this number in half.
Divide the number in half again.
This method assumes that half the
prospects will give and they will give
half of what you ask them to consider
Modifying the Goal
If the goal does not look
reasonable, decide if you will:
Make adjustments to the goal
Make adjustments in prospects.
Example: More prospects needed at
higher gift levels.
Campaign brochure(based on case)
Pledge card or form
Other background materials about
the organization (board list with
affiliations, budget, grants
Form on each prospect including:
Attendance at events
Personal connection with organization
or issue (if known)
Connection with board and/or staff
Involvement with organization.
(Your donor tracking system may be able to
print out this information, depending on the
level of sophistication.)
Kickoff – Orientation Meeting
Each committee has a separate kickoff
The “Family” committees should kickoff
Campaign Steering Committee
Past Presidents, etc…
Purpose is to train/orient the volunteers
on how to solicit, about your organization
and to select prospects.
Preparing for the Kickoff
Data Manager arranges forms
containing each prospect’s
information in alpha order. (included
Data Manager prepares form for
each volunteer solicitor to write
down names of prospects they
select. This form is returned to the
Data Manager at the end of the
Preparing for the Kickoff… Continued
Prepare a notebook for each
volunteer. This notebook might
More detailed information than in the
packet that will be given to prospects.
Questions you might encounter, with
Volunteers may go to a large table
where cards are laid out with names
of each prospect. They select the
prospects they want to solicit, fill
out form listing who they chose,
Data Manager gives them
background on each prospect and
appropriate number of packets.
Prospect Selection… Continued
Names of prospects are called out in
alphabetical order. Each volunteer
has a list they have been given at
the kickoff as well as on large flip
chart paper. Volunteers indicate
the prospects they would be willing
How much will the prospect be asked to
Who is the best person to set up the
In a large prospect organization, who is
the “right” person to see?
Who goes on the call? It is not unusual
for two people together to make the top
calls. If two people are going on the call
be sure and decide who will discuss each
part of the call, including description of
the case statement and description of the
campaign. Be especially clear about who
will ask for the gift.
Advance Preparation… Continued
Who is the person likely to have the most
influence on the prospect?
Prepare for the tough questions.
Be sure and write a thank you note,
regardless of the outcome of the call.
If you have established an Honorary
Campaign Cabinet, the Leadership Phase
is an excellent opportunity for these
community leaders to use their influence
on behalf of your organization.
Getting the Appointment
Identify yourself and purpose of the
Thank and goodbye.
Appointment With Major Gifts Prospects
Confirm vial telephone the day prior.
Arrive five minutes early.
Make introductions clearly.
Notice surroundings and become
comfortable in your setting.
Make appropriate small talk.
Guide conversation logically.
Listen, pick up cues, and do not
overwhelm or “hard sell.”
Appointment With Major Gifts Prospects…
Mention past support/involvement if relevant.
Describe what donor gifts have/will help to
Gather information you need.
Be a good listener.
Ask questions/float ideas.
Make the Ask.
Clarify next steps.
Leave on time.
Leave materials behind.
Follow up with a note of thanks and deliver any
further information the prospect requests in a
Fellowship and building enthusiasm
Opportunity to make reports
Small Group Solicitation
A volunteer hosts a group of
prospects in their home, office or
The invitees may be from the same
profession, neighborhood, etc.
A letter is sent on the host’s
stationery and RSVP’s are made to
Choose a time that is logical for the
group that is attending.
Small Group Solicitation Agenda
Welcome and introductions.
Breakfast, lunch or refreshments.
Why your contribution is important.
Thanks and distribution of packets.
Each prospect leaves with a packet and pledge form. The
host follows up via phone with each person who attends. For
those who do not attend, the host contact them vial letter
and phone follow-up.
Letter and Phone Follow-up
Used in general phase only.
Letter gives background information about the
project, campaign and name of the volunteer who
will be calling the prospect via telephone.
Include a pledge card/form and return envelope
should also be included.
The letter can go out on the organization’s
stationery or a sample letter can be provided to
volunteers who prefer to send the letter on their
Donor communications and ongoing
Build on momentum
Develop a process and system that is
Send thank you’s within two days.
Reflective of gift:
Under $100 - card/letter.
Larger gifts - personal notes, phone call.
Decide what is a “large” gift for your organization.
Gifts of $250 require receipt substantiating that
no goods or services were received.
List in newsletter, annual report (note: give
donors option to make gift anonymously)
Special briefings,etc… for “large” donors
Low-cost gift, but be aware of gift
Major Gifts Program
Who are Major Donors?
The majority are 40+ years of age.
They are experienced givers, maybe at
They are usually religious and
Women and People of Color are gaining
Price and File (1994) studied eight
hundred individuals and developed seven
Seven Faces of Philanthropy
The Communitarians (26.3%) Doing Good Makes Sense
The Devout (20.9%) Doing Good is God’s Will
The Investor (22.5%) Doing Good is Good Business
The Socialite (10.8%) Doing Good is Fun
The Repayer (10.2%) Doing Good in Return
The Altruist (9%) Doing Good Feels Right
The Dynast (8.3%) Doing Good is a Family Tradition
Why Do We Care? Transaction or
Major gifts validate a nonprofit
Major gifts inspire staff and volunteers
Major gifts provide the giver a legacy
Major gifts instill confidence in prospective
Major gifts raise the sights of other donors
Major gifts fuel fundamental change for the
What Are We Going To Do ?
Establish a highly functioning and
dedicated team of volunteers to
identify, cultivate and ask for major
Ask for multi-year (3 year) gifts to
“seed” the major gifts effort
Establish systems, protocols,
processes that ensure success
Utilize best standards and practices
What Obstacles Might You Face?
IT IS A BIG JOB!!!
Statistical Sparcity Communication
Time Management Audience Influence
The Elements of Success
Continuity of Effort Customized
“Winning” Image cultivation and
Ambitious Strategic relationship building
Plan Evaluate Results
Develop list of prospective volunteers and
Research prospects, recruit volunteers
Train and orient volunteers
Determine who will contact whom,
Establish communication process (email,
meetings, phone, etc…)
Manage the process
Memorials & Honorariums
The Memorial/Honor Program allows donors
to remember a loved one’s life, or to
celebrate a special occasion – a birthday,
Acknowledgement to donor.
Acknowledgement to honoree or family
member (without dollar amount)
Report properly in donor listings.
How Does the Memorial/Honor Program Work?
When a memorial or in honor gift is
received, a personalized tribute letter
is sent to the person or family
indicated, notifying them of the
thoughtful donation but not revealing
the amount of the donation.
Each gift is tax-deductible and the
donor receives an acknowledgement
for their donation.
Memorial/Honor Donors are a Special Group
They attach special meaning to their
They are thoughtful.
They are often loyal givers, making
repeat memorial/in honor gifts.
They have established an interest in
the organization they support.
Types of Corporate Support
Marketing – Cause Related
Corporate Charitable Giving
Employee Matching Gifts
Volunteer Involvement Funds
Who to go to:
Chairman of Board
Community Affairs Department
Human Resource Director
Employee Volunteers – on
Reasons for Donor Communication
Types of Donor Communication
Thank You Letters
Emily DiStefano, M.S., CFRE
Emily DiStefano is the president and founder of DiStefano &
Associates, a fundraising consulting firm. DiStefano & Associates
provides essential services customized to meet the specific
needs and challenges of non-profit organizations.
DiStefano was a founding member of the Baton Rouge Chapter
of the Association of Fundraising Professionals (AFP) and is a
Certified Fund Raising Executive. Emily was selected by her
colleagues as the Professional Fundraiser of the Year and is a
past president of the chapter.
Raised in Natchez, Mississippi, she earned her bachelor’s degree
from Mississippi State University and received her master’s
degree from Louisiana State University. She is a graduate of
Leadership Baton Rouge, a past president of the Junior League
of Baton Rouge and is a graduate of Leadership Louisiana.
She and her husband, Bill Arey, have two adopted daughters
Christina and Elizabeth.