How To Start, Grow and Sustain Leadership Giving and Tocqueville
Programs in Smaller Cities
2013 United Way Southern Institute Conference

Participants Will Be Able To:
1.
Articulate Two Key Strategies Essential To Successful
Leadership and Tocqueville Programs In Smaller Cities
2.
Describe Leadership and Tocqueville Best Practices
3.
Know Where To Go For Tools And Resources

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

Why Is It Important To United Way
•Builds individual relationships
•“Ask” on Capacity not History
•Proven effective
•Builds friends for United Way
•Leads to long-term, increasing gifts

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

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

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

The Tyranny Of The Urgent
A C
B D
Urgent Important

2. Focus On The Donor
Gift Capacity
Areas of Interest
How Influenced
The 4 “R’s”
Research
Romance
Request
Recognition
Research: 25%
Romance: 60%
Request: 5%
Recognition: 10%

1. Managing Individual Giving By The 80/20
Rule
2. Focusing On The Donor First

Exercise Questions Strategy Groups
1.
How Well is Your Assigned
“Strategy” Being Implemented
In Your United Way?
2.
Where It Is Working The Best
….Tell Us One Reason Why?
3.
What Is The Single Biggest
Barrier To More Robust
Implementation?
1.
Managing Individual Giving
Around The 80/20 Rule
2.
Focusing On The Donor First

• Individualized plan for top
20%
• One-on-one approach
• Minimum gift level
• Quality effort on very best prospects
• Campaign To Capacity not gift history

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

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

What Is Your Leadership and
Tocqueville Potential?

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

Where Do You Find Your Best
Leadership and Tocqueville Prospects?
1.
It Starts With You
2.
Your Board/Volunteers
3.
Existing Donors
4.
Leads From One-On-One
Meetings With Volunteers
5.
Published Donor Lists Other
Non-Profit Organizations
6.
Purchased List
7.
Friendly Companies Solicited
By Management Level

Ten Steps To Success
1.
Support of CEO
2.
80/20 Rule
3.
Recruit a Company Leadership/Tocqueville Chair
4.
Engage Them In Developing A Case and Plan
5.
ID Prospects For Each Giving Level Based Upon Income
6.
Recruit Additional Peers
7.
Kick Off Separate But Coordinated Company
Leadership/Tocqueville Campaign
8.
One-on-one peer visits
9.
Follow up on results
10. Say Thanks
11. Report Success

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

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

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

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