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2013 United Way Southern Institute Conference

Leadership Giving …. And More How To Start, Grow and Sustain Leadership Giving and Tocqueville Programs in Smaller Cities. 2013 United Way Southern Institute Conference. Today’s Objectives. Participants Will Be Able To:

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2013 United Way Southern Institute Conference

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  1. Leadership Giving …. And MoreHow To Start, Grow and Sustain Leadership Giving and Tocqueville Programs in Smaller Cities 2013 United Way Southern Institute Conference

  2. Today’s Objectives • Participants Will Be Able To: • Articulate Two Key Strategies Essential To Successful Leadership and Tocqueville Programs In Smaller Cities • Describe Leadership and Tocqueville Best Practices • Know Where To Go For Tools And Resources

  3. What Is Leadership Giving? Individualized Donor Engagement One-on-One Approach Minimum Gift Level

  4. Why Is It Important To United Way • Builds individual relationships • “Ask” on Capacity notHistory • Proven effective • Builds friends for United Way • Leads to long-term, increasing gifts

  5. Challenges Smaller United Ways Face In Building Leadership and Tocqueville Programs • Limited Pool Of Prospects 2. Small Staff 3. No Resources 4. Lack Of Time 5. Competition

  6. Strategies For Smaller Cities 1. Manage Individual Donor Relationships Based Upon The 80/20 Rule 2. Focus On The Donor…It Is Not About United Way

  7. 1. Manage By The 80 / 20 Rule 20% of Donors 80% of Money 80% of Donors 20% of Money

  8. The Tyranny Of The Urgent A C Low Return High Return B D Urgent Important

  9. Research Romance Request Recognition Research: 25% Romance: 60% Request: 5% Recognition: 10% 2. Focus On The DonorGift CapacityAreas of InterestHow InfluencedThe 4 “R’s”

  10. What Would Happen If You Fully Implemented The Following Strategies? • Managing Individual Giving By The 80/20 Rule • Focusing On The Donor First

  11. Exercise Questions Strategy Groups Managing Individual Giving Around The 80/20 Rule Focusing On The Donor First • How Well is Your Assigned “Strategy” Being Implemented In Your United Way? • Where It Is Working The Best ….Tell Us One Reason Why? • What Is The Single Biggest Barrier To More Robust Implementation?

  12. Leadership Giving Best Practices Individualized plan for top 20% One-on-one approach Minimum gift level Quality effort on very best prospects Campaign To Capacity not gift history

  13. Best Practice Roles & Responsibilities • Staff • Establish as priority in organization • Dedicate resources • Engage volunteers in planning cultivation and solicitation • Accompany volunteers on prospect cultivation and solicitation • Hold organization accountable for leadership/Tocqueville goals • Volunteers • Articulate to self and others the case for leadership/Tocqueville giving • Accept challenge • Engage in year-round cultivation and solicitation • Engage in strategy sessions • Be willing to ask • Articulate to themselves and others why they support United Way

  14. Finding Volunteer Champions “Engage Them To Get Their Opinions Before Asking For Their Time and Their Money” Existing Loyal Donors Volunteers Community Leaders Corporate Leaders Newcomers from Other Cities With Programs

  15. What Is Your Leadership and Tocqueville Potential?

  16. Your Leadership and Tocqueville Potential Size of Annual Campaign: $_______________________ Leadership Giving Tocqueville #$#$ Actual _______________________________________________________ Potential______________________________________________________ Untapped Potential ______________________________________________________

  17. Where Do You Find Your Best Leadership and Tocqueville Prospects? It Starts With You Your Board/Volunteers Existing Donors Leads From One-On-One Meetings With Volunteers Published Donor Lists Other Non-Profit Organizations Purchased List Friendly Companies Solicited By Management Level

  18. Company-Based Leadership and Tocqueville ProgramsTen Steps To Success Support of CEO 80/20 Rule Recruit a Company Leadership/Tocqueville Chair Engage Them In Developing A Case and Plan ID Prospects For Each Giving Level Based Upon Income Recruit Additional Peers Kick Off Separate But Coordinated Company Leadership/Tocqueville Campaign One-on-one peer visits Follow up on results Say Thanks Report Success Live United

  19. Probability Triage“Allocating Your Time In The Areas That Will Make The Greatest Difference” • Priority One: Most Time With Those Individuals You Think Have The Highest Realistic Potential To Increase Their Gifts and You Have The Most Influence. • Priority Two: Those Individuals You Fear Might Not Give Again. Visit Them. • Priority Three: Least Time With Those Who Are Likely To Do What They Have Always Done

  20. New Dollars vs. Upgrading Existing Gifts • New Business Campaign Upgrade Strategy • 100 - $0 Donors 20 - $1,000 Donors • 10 Volunteers 2 Volunteers • Half Make Calls & Close 5 Gifts All Calls Made Upgrade 5 • Average Gift $100 Average Upgrade $500 • Total Dollars: $500 Total Dollars: $22,500

  21. Major Individual Gift Success: • Is Hard Work • Takes Time • Requires Focus • Needs Volunteer Champions • Produces Result • Is Incredibly Rewarding

  22. Resources From United Way Worldwide • Retention Toolkits • http://online.unitedway.org/site/uwaservices/retention/ • Leadership Giving Resources • http://online.unitedway.org/index2.cfm?aid=7220 • Tocqueville and Mega Gift Toolkit • http://online.unitedway.org/file.cfm?fid=3113573 • Calculating Your Leadership/Tocqueville Potential • http://online.unitedway.org/index2.cfm?aid=6888 • Benchmarking Against Other United Ways • http://online.unitedway.org/index2.cfm?aid=6889 • Contact Becky Bogle at (203) 883-6712 • Becky.bogle@uww.unitedway.org

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