Summer Seminar 2014:
Best Practices
and the
Model Development Department
Creating Your Development Plan, Goals and Structure
The Development Plan
Step 1: Fundamentals
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Define the strategic vision – Leadership
Acknowledge the 3 Components of philanthropic
giving to Cath. education.
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Annual Giving
Major Gifts
Planned Giving
Fundraising or Advancement?
The Development Plan
Step 1: Fundamentals
• Assessment of Strengths and Weaknesses
• Create the appropriate organizational structure
• Hire/assign the “right’ people.
• Resources/Budget
Step 2: Define Plan Components
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The 3 Core Disciplines:
Annual Giving
Major Gifts
Planned Giving
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Events – Limit the Number
Communications/Stewardship
Relationship Management
Major Gift Focus – Iden., Cult., Sol.
How to Promote Planned Giving?
Step 3: First Draft
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How much funding is needed?
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Based upon real budgetary needs
This year: unrestricted/temporarily restricted
Three to five years: within the context of the school’s Strategic
Plan
What are the capital projects that require funding?
How will you direct limited human and financial resources?
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Data mining and management
Relationship management/maintenance and major gift focus
Annual Fund
Major Gift Program
Planned Giving
Establish Metrics: Annual Fund
Annual Fund Metrics:
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$ Goal
Alumni %
Current parent %
Board participation
Donor acquisition -- # of new donors
Donor enhancement -- # of donors giving more $
Track each mailing/solicitation separately
Effectiveness of segmentation strategy and approach
Use survey information to shape strategy
Establish Metrics – Major Gifts
The Major Gifts “Sales” Process:
Priority of capital funding projects - $ goal
Number of solicitation calls per month
Number of cultivation calls per month
Number of MG prospects one MG officer can
manage
“Comprehensive ask”
Weekly/Monthly/Quarterly review of objectives and
accomplishments
Establish Metrics – Planned Giving
Planned Giving:
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Key element of the endowment solution
# of educational sessions
# of communication pieces
# of awareness meetings with key people — establish call
goals:
• Centers of Influence (attorneys, trust bankers, fin. planners)
• Alumni/Benefactors/Friends/Leaders 65 years and up.
# of solicitation meetings
# in hopper who are considering a PG
# who have indicated a gift has been established
Create Legacy Club
Step 3: Finalize the Plan
• Put it in writing and on a white board in your office
• Keep it in front of you to facilitate every day
engagement
• Split into two halves (based on the semesters)
• Share it with the team responsible for
implementation
• Conduct regular review, updates and progress
reports
Setting Goals – Annual Giving
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Set dollar goal for the annual fund first
Set participation goals for the AF next
Create the budget for the annual fund
Set net dollar goal for the auction and other fundraisers by
clearly defining all costs involved
• Manage the budget carefully!!
• Work toward centralizing all fundraising in the
Development Dept.
Setting Dollar Goals – Major Gifts
• Involves prospect identification to determine MG potential:
• Screen the database for wealth electronically
• Conduct screening and rating sessions (local intelligence)
• Review history of giving records
• Consider the relationship with the prospect
• Conduct a formal Feasibility Study
• Create the giving pyramid
Setting Goals – Planned Giving
• Set a call goal – a number of awareness/solicitation
in person visits for the year
• Set a general communications/awareness goal for
the year: number of PG targeted mailings, article in
newsletter, web page, information sessions.
Advancement Structure
D I RECTOR
OF
AD VAN CEM EN T
D I RECTOR OF
AN N UAL FUN D
D I RECTOR OF
M AJ OR GI FTS
D ATABASE
M AN AGEM EN T/
AD M I N . SUPPORT
D I RECTOR OF
AL UM N I
REL ATI ON S
SPECI AL EVEN TS
COORD I N ATOR
M aximizing Philanthropic Potential
Leadership
Personnel
M ission
Plan
Budget
D isciplined
I mplementation