Winning Gifts

<p>Preface xv</p>
<p>Acknowledgment xvii</p>
<p>About the Author xix</p>
<p>PART 1 A WINNING GIFT FOR YOUR DONOR 1</p>
<p>Winning versus Losing 2</p>
<p>How do You Know if It s a Winning Gift? 4</p>
<p>Why Philanthropic Fundraising? 5</p>
<p>Inspire Giving 5</p>
<p>The Six I s of Philanthropic Fundraising 6</p>
<p>Six I s: Step #1 Identify, Qualify, and Research 8</p>
<p>Six I s: Step #2 Introduce, Interact, and Connect 12</p>
<p>Six I s: Step #3 Interests and Needs (Listen) 13</p>
<p>Six I s: Step #4 Inform and Deepen Understanding 13</p>
<p>Six I s: Step #5 Involve, Acknowledge, and Engage 14</p>
<p>Six I s: Step #6 Invest, Recognize, Steward 15</p>
<p>Read On 15</p>
<p>CHAPTER 1 People Centered Fundraising 17</p>
<p>Start with Peoples Needs 18</p>
<p>How Does Your Organization Benefit the Community? 19</p>
<p>A Public Library 20</p>
<p>A Graduate University 23</p>
<p>Take a Marketing Approach 23</p>
<p>Sales 24</p>
<p>Marketing 25</p>
<p>Importance of Strategic Planning 28</p>
<p>Drucker Self–Assessment Tool 29</p>
<p>How to Be People Centered 31</p>
<p>Individuals 32</p>
<p>In Planned Estate Gift Fundraising 35</p>
<p>Foundations 36</p>
<p>Corporations 37</p>
<p>Communications and Learning Styles 39</p>
<p>Involve Volunteers in Your Fundraising 42</p>
<p>Staff–Driven Fundraising? 45</p>
<p>How to Help Your Organization Become People Centered 46</p>
<p>Apply What You ve Learned 48</p>
<p>CHAPTER 2 Donor Values 51</p>
<p>Giving U.S.A. Sources and Trends in Giving 54</p>
<p>Individuals 56</p>
<p>Sheehy s New Passages 57</p>
<p>Implications of Americans Living Longer on Estate–Gift Fundraising 59</p>
<p>Andrew Carnegie The Gospel of Wealth 61</p>
<p>Bill Gates 62</p>
<p>Warren Buffett 63</p>
<p>Sandy Weill 64</p>
<p>The Seven Faces of Philanthropy 65</p>
<p>Insights on the Faces 65</p>
<p>Do Tax Incentives Drive Philanthropy? 67</p>
<p>The Millionaire Next Door 68</p>
<p>Women in Philanthropy 72</p>
<p>Millionaire Women Next Door 75</p>
<p>Analytical Donors 76</p>
<p>Family–Advised Funds 77</p>
<p>Leaving a Legacy 77</p>
<p>Foundation Values 78</p>
<p>Community Foundations 80</p>
<p>Corporate Motivations for Giving 81</p>
<p>Why Is All of This Important? 83</p>
<p>Apply What You ve Learned 84</p>
<p>CHAPTER 3 Listen 87</p>
<p>Become a Deep Listener 88</p>
<p>What Others Advise on Listening 91</p>
<p>Share Yourself 97</p>
<p>Collective Listening 98</p>
<p>Listening to Create a Major Gifts Club 99</p>
<p>Written Surveys 100</p>
<p>Participative Focus Groups 103</p>
<p>Board and Strategic Planning Retreats 109</p>
<p>Listening to a Specific Donor 109</p>
<p>Discovery Calls 110</p>
<p>Requesting the Interview 111</p>
<p>Thank–You Visits 112</p>
<p>Philanthropic Market Research Studies 114</p>
<p>Listening Tools 114</p>
<p>Supplemental Interviews by Staff 116</p>
<p>What Is Different with Corporations and Foundations? 116</p>
<p>Listening to Corporations 116</p>
<p>Listening to Foundations 118</p>
<p>Readiness Interviews after the Study 119</p>
<p>Listening during the Ask 120</p>
<p>Listen for Gifting Noises 121</p>
<p>When You re Invited to Listen 122</p>
<p>Apply What You ve Learned 123</p>
<p>PART II SEEK WINNING GIFTS FOR YOUR ORGANIZATION 127</p>
<p>Gladwell The Tipping Point 129</p>
<p>The Law of the Few 129</p>
<p>Champions 130</p>
<p>Connectors 131</p>
<p>Salespeople 132</p>
<p>The Stickiness Factor 133</p>
<p>The Power of Context 134</p>
<p>Implications for Philanthropic Fundraising 135</p>
<p>Cialdini Ethical Influence 136</p>
<p>#1 Reciprocation Be the First to Give 137</p>
<p>#2 Scarcity Unique Features, Exclusive Information 138</p>
<p>#3 Authority Show Knowing, Admit Weakness First 138</p>
<p>#4 Commitments From Public Positions (Small and Build) 139</p>
<p>#5 Liking Make Friends to Influence People 140</p>
<p>#6 Consensus Unleash People Power by Showing</p>
<p>Responses of Others 140</p>
<p>Summary 141</p>
<p>CHAPTER 4 Make Your Case 143</p>
<p>Make Your Case Memorable 144</p>
<p>The Annual Fund Case 148</p>
<p>The Case for Building Campaigns 150</p>
<p>Building Budget Planning for Fundraising 153</p>
<p>The Case for Endowment 157</p>
<p>How Endowment Works 159</p>
<p>Endowment Examples 162</p>
<p>What to Do for Financially Fragile</p>
<p>Organizations 166</p>
<p>The Role of Planned Estate Gifts for Endowment Cases 172</p>
<p>The Case for Comprehensive Campaigns 173</p>
<p>Case Statement Formats 174</p>
<p>Presentation Guide 176</p>
<p>The Process of Case Refinement 178</p>
<p>Share Internally 178</p>
<p>Audition Externally 181</p>
<p>Processing the Complex Case 184</p>
<p>Importance of the One–on–One Interview 186</p>
<p>Lock in Your Case 187</p>
<p>Make a Movie 187</p>
<p>Make it Stick 188</p>
<p>Ways to Achieve Top–of–Mind Understanding of Your Case 190</p>
<p>Resurrecting Good Memories 191</p>
<p>Creating Memories 192</p>
<p>Importance of Mementos 193</p>
<p>Newsletters, Letters, and E–mail Communications 193</p>
<p>Mass and Target Marketing 194</p>
<p>Do You Always Need to Make Your Case? 197</p>
<p>Apply What You ve Learned 200</p>
<p>CHAPTER 5 The Win–Win Ask 203</p>
<p>The Ideal Ask Team 205</p>
<p>Prepare for the Ask 210</p>
<p>The Written Proposal 212</p>
<p>How Much Should We Ask For? 213</p>
<p>Recruiting and Preparing the Ask Team 216</p>
<p>The Pregnant Pause 219</p>
<p>Final Preparation Steps 220</p>
<p>Make the Ask 221</p>
<p>Asking Tools 221</p>
<p>Popping the Question 225</p>
<p>The Role of Challenge Gifts 226</p>
<p>The Triple Ask 228</p>
<p>What s Different about Corporate Requests? 229</p>
<p>How Do Foundation Requests Work? 231</p>
<p>If You Get an I Need to Think About It 232</p>
<p>If You Get a No 233</p>
<p>If You Get a Yes 234</p>
<p>Thank the Donor 236</p>
<p>Detect and Conquer Asking Obstacles 236</p>
<p>#1 Don t Understand the Impact of the Gift 237</p>
<p>#2 Outrageous Goal 238</p>
<p>#3 Lack of Information 239</p>
<p>#4 Focus Diffusion 241</p>
<p>#5 No Transaction 242</p>
<p>#6 Can t Say the Number 243</p>
<p>#7 One Leg at a Time 244</p>
<p>#8 Don t Want to Ask My Friends 244</p>
<p>#9 Can t Ask My Family 246</p>
<p>#10 Telephobia 247</p>
<p>#11 Image Rejection 248</p>
<p>#12 Overpreparation 249</p>
<p>#13 Disorganized 250</p>
<p>#14 Afraid to Talk about Death 251</p>
<p>Personalize These Obstacles 252</p>
<p>Summarizing the Win–Win Ask 253</p>
<p>Apply What You ve Learned 253</p>
<p>CHAPTER 6 After Winning the Gift 255</p>
<p>A Thank–You System 256</p>
<p>Involve Your Asking Team 257</p>
<p>Others Can Participate in the Fun of Thanking Donors 258</p>
<p>Thresholds of The Thank–You System 260</p>
<p>Tier One All Annual Gifts of $5,000 or More and All Capital Gifts of $25,000 or More 260</p>
<p>Tier Two All Annual Gifts of $1,000 or More and All Capital Gifts of $10,000 or More 261</p>
<p>Tier Three All Annual Gifts Up to $1,000 and All Capital Gifts Up to $10,000 262</p>
<p>Gifts of Stock and Other Appreciated Assets 264</p>
<p>Recognition Opportunities 266</p>
<p>Power of Gift Clubs 267</p>
<p>Value of the Donor Wall 268</p>
<p>Commemorative Naming Opportunities 269</p>
<p>Recognition Events 274</p>
<p>Planned Estate Gifts 275</p>
<p>Kaizen 277</p>
<p>Stewardship 277</p>
<p>Reports 279</p>
<p>Events 281</p>
<p>Personal Stewardship 282</p>
<p>Director of Stewardship Movement 283</p>
<p>Others Are Starting to Hold You Accountable 283</p>
<p>Good Stewardship Is Good for Fundraising 285</p>
<p>Apply What You ve Learned 287</p>
<p>Coda The Summary Review 289</p>
<p>Postlude 293</p>
<p>Appendixes 295</p>
<p>A Definition of Steps in The Six I s of Philanthropic Fundraising 297</p>
<p>B Written Survey Form 299</p>
<p>C Donor Bill of Rights 303</p>
<p>D AFP Code of Ethics for Professional Philanthropic Fundraisers 305</p>
<p>E Gentle Letter of Intent 307</p>
<p>Index 309</p>