Fund Raising Seminar:Donor Recognition and Gift Clubs

DONOR RECOGNITION AND GIFT CLUBS

This was presented at the CASE Conference on Annual Giving, May 3,1996 in Toronto, Ontario, Canada. The purpose of this seminar was to distinguish between options for donor recognition and leadership gift solicitation. We also reviewed basic marketing principals to help the participants build their own unique programs based on the strengths of their institutions.

What we are we talking about (Outline)

• Donor recognition vs. inducement • The IRS • The mission and case statements • Donor stewardship • Marketing • Donor cycle • The 80/20 rule • Donor clubs • Solicitation • Organization • Leadership assignments • Action plans • Denigration & renewal

Donor Recognition
• Public displays of affection:	Annual report Appreciation receptions, luncheons, dinners Awards
• Private displays of affection:	Letters Phone calls Cards Information

Donor Inducement

For a gift of “N ” dollars we will give you something of “Y” value. (And we assume you are willing to pay a premium, because you believe in what we are doing.)

The IRS

The gift you made less the value of the thing you received.

The Mission Statement

( Insert name of school/college/university ) exists to improve society by educating its members in the history, religion, philosophy, laws, science, and economics that shape our shared culture, and in the techniques of investigation, communication, collaboration, and construction that will propel our society into the next century.

The Case Statement

This annual fund provides you with the opportunity to become an active partner in the fulfillment of our great mission by assisting in financing the total current cost of education.

Donor Stewardship
• Phase 1:	Saying thank you
• Phase 2:	Using the gift for the purpose intended

Constituent Analysis

What does the donor want?

The Quality Value Fund Raising Process

Marketing Initiatives
Percent of market share

Source: Robert A. Sevier, Ph.D.

Donor Cycle

The 80/20 Rule

80% of the donations are contributed by 20% of the donors

Donor Clubs

Differentiate levels of giving

Differentiate sources of gifts

Differentiate types of recognition

Differentiate methods of solicitation

Differentiate cultivation techniques

Promote other gifts

The Four Ps

Product

Price

Place

Promotion

Gift Club Levels

Defined by the donor market (where our gifts are congregated)

Defined by the institution (based on education costs)

Donor Solicitation

Personal solicitation

Peer solicitation

Staff solicitation

Volunteer Organization

Leadership Assignments
	Make personal gift
	Solicit 5 other donors
	Recruit/monitor 5 volunteers
	Complete assignment by:_____

Task	Time Line
Task Summary Time Line
Analyze past performance	July
Identitfy target market	July
Confirm budget	July
Recruit volunteers	August
Assemble materials	August
Assign prospects	September
Solicit prospects	October
Report results	November

Action Plan
Title:	Gift Club Program
Assignment:	Your name
Goals:	1. delta $50,000 2. delta 20 new donors
Target Audience:	1.__________ 2.__________
Action plan/time line:	1.__________ 2.__________
Begin date:	End date
Budget:	Variable Fixed
Evaluation:	Results
Source: Robert A. Sevier, Ph.D.

Product Life Cycles
Stage One:	Market Introduction
Stage Two:	Market Growth
Stage Three:	Market Maturity
Stage Four:	Sales Decline

What Can We Do to Renew?
S.W.O.T. Analysis	Strengths
	Weaknesses
	Opportunities
	Threats

Key for Growth

Start at the top!

For further information, please contact
Institutional Memory, Inc.

Solicitation Cycle • Methodology • Seminars • Clients • Background
Strategic Alliance • The Software • Contact Form • E-mail • Home

Seminar Links
Quality Value Fund Raising • Evaluating the Annual Fund • Service Leadership
Donor Recognition • Recruiting Volunteers • Research for the Annual Fund • Prospect Management