Next Steps for Reaching Your Revenue Goals

Increase Individual Giving
Among $100K Donors
Next Steps for Reaching Your Revenue Goals
About This Toolkit
NOW THAT YOU’VE SELECTED YOUR GOAL: we’d like to equip the Boards and Staff
to work together, building healthier communities while raising funds for our mission.
The objectives are:
• To help you better understand the goal • To provide a sense of some steps that may be right for your community
• To offer resources you may want to explore as you form a strategy with your local
Board and Staff
A VIRTUAL VIDEO CHAT: Many of the videos in this presentation are provided via a
casual recorded video chat. Staff members with related expertise have shared insight,
so that when you meet with your local staff and volunteers, you may be further along in
your understanding of what it takes to reach your goal.
A PROCESS APPROACH: As we move forward, we want to share your successes to
educate other Boards. Please track your accomplishments and share them with your
local staff members, so that our next toolkit can include what we’re learning in the field.
Tobacco Excise Taxes
Why invest in increasing individual giving?
Nancy Brown: Successful Donor Engagement
Retaining Donors for the Mission
YOUR GOAL: Help your Board show the AHA’s appreciation and build ongoing relationships with
donors who give to our mission.
RESULT: You’ll help keep our donors feeling satisfied with their decision to contribute to the critical
mission of the AHA and to, in turn, improve millions of lives. Your commitment will help the AHA
express our sincere appreciation for their gifts.
Increase individual
giving among $100K donors
Tobacco
Excise Taxes
A Word From Staff Leadership
From the American Heart Association CEO
CEO Nancy Brown encourages volunteer Board Members and Staff on the
value of working together to reach our 2020 goals.
You’ve already analyzed your community’s to increase the
number of individuals who can contribute at the $100K level to:
•
Help us reach our 2020 impact goal
•
Secure needed funds for ongoing research
Hear From National Team Leader with the
Mission Advancement Team, Tracy Brazelton:
•
Introduction to goal
•
Experience with this needs related to this goal
Intro To Self And Goal
Increase individual
giving among $100K donors
Tobacco
Excise Taxes
Overview of Steps for Success
Staff
Responsibility
Board/Vol
Responsibility
Secure Open Your Heart, Circle of Red and Men Go Red Chairs.
√
√
Determine the number of individuals giving at each level up to $100,000 and determine the potential for new prospects.
√
Develop a pipeline of potential prospects.
√
√
Establish a timeline and cultivation plan."
√
√
Task
(From your Menu for Community Planning 2.0)
Increase individual
giving among $100K donors
Tobacco
Excise Taxes
Essentials for Goal
1
2
MISSION
METHOD
3
MANPOWER
ARTICULATE Compelling Reasons Increasing Individual Gifts
Each Board Member has chosen to be part of a task force for change. Your
Board must be able to clearly and simply share your mission with others.
Distill the essentials of your message to reach this goal.
IDENTIFY Intermediate Steps to Your Goal
After reviewing the material presented here, drafting your action steps, and
working with your AHA/ASA staff member, your Board will begin taking
measurable steps toward your goal.
ENLIST The Right Team Members To Reach Your Goal
Your Board’s plan will engage each Board Member in reaching the Revenue
Goals in ways that match his or her skill set. Your Board will also explore
additional people to enlist who will help you achieve your goal.
Increase
giving among $100K donors
Tobacco individual
Excise Taxes
MISSION: Share for Mission Success
Articulate why
your Board is
seeking to
increase
individual giving:
Hear Tracy describe how we explore the possibilities
of high-level donor potential
How will you share your “why?”
People rarely give without being
asked, so consider how you will ask
others to join you in the cause.
To effectively raise
funds for the mission
To generate a quality
list of prospects
To consider the best
ways to partner with
philanthropy-minded
individuals
To steward their gifts
for the best possible
outcomes
Goal Overview And Steps To Success
Decide how you will articulate your
local board’s goal and mission:
Review the presentation on Stewardship and
Cultivation. It will help you plan your overall
strategy and select your Board’s key points for
greatest local impact.
Stewardship and Cultivation
Resources shown are clickable links.
On
Tobacco Excise Taxes
Video:
1) Mission: Can you tell us the one or two most compelling reasons this goal is important to achieve?
2) What is an effective way to succinctly share this goal with others who might potentially be helpful
but may or may not know about the work of the AHA?
1
METHOD: Tools for Strategy Development
Hear more about important steps in donor cultivation
Review
available
resources for increasing
individual giving:
Understand the importance of asking
permission to ask!
We always want to ask the potential
donors if it is okay for us to put together
a presentation in which we ask them for a
gift of a higher dollar amount.
How will you go
about setting
expectations?
How can you explore
the best ways to talk
about larger
contributions in a
way that is
meaningful to the
potential donor?
2
The Art Of The Ask
Read recommendations for planning
Review AHA/ASA’s key messaging on how we will
become a donor-centric organization. Select your
Board’s primary gaps to fill before generating your
list of prospects.
On
Tobacco Excise Taxes
Video:
1) Method: What is/are the resources that you are recommending the Board to use as they draft their
strategic plan?
2) How will this resource help them make a plan that will work for their local area?
3) What are the key items in this resource that they should be sure not to miss?
SAMPLE ACTION PLAN - STEWARDSHIP
Together with your local AHA staff person, consider the following:
RECOMMENDATION
ACTIONS TO CONSIDER
Describe your goals and an
ideal scenario reaching your
goal
•
•
Determine (candidates or
prospects)
•
"
"
List some of your goals and ideals for recruiting and engaging top level donors.
Get a clear plan of where your Board is now, and how might improve.
In terms of stewardship, the Board should work closely with ED, MD, or Mission
Advancement staff to be part of a "team" approach to stewarding top donors and prospects.
• Board members self-identify donors or prospects who they personally know and who they
are willing to engage with in support of a cultivation, solicitation or stewardship strategy.
Draft a plan for exploration
In partnership with Executive Director, Metro Director, Event Directors, or Mission
Advancement staff, board members identify 1-2 donors who they can help steward through
phone calls, emails, or in-person meetings.
• At least twice a year, board members will contact 1-2 specific donors to thank them for their
support and to discuss their interest in the AHA. If the Board member is thanking a donor
with a phone call or email, they do not need an introduction by AHA staff. If the Board
member is meeting with a donor, an AHA staff member should accompany them.
•
"
Discover shared goals
•
•
Call to Action
Work with their ED or MD, or Mission Advancement staff in their market or Affiliate, to identify
1-2 donors who they can acknowledge and thank for their recent and/or ongoing support.
Learn more why our donors engage with us.
Discover ways you can help bring our mission to life by inviting them to join us in more
personally meaningful ways.
Waiting For AHA Input
Work with your local staff members to create a
Tobacco Excise Taxes
customized plan for your Board.
MANPOWER: Exploring Potential Leads
Find out who your essential team leaders should be
Enlist the right
team members for increasing
individual giving.
FIND OUT:
How will you be
involved in
determining donor
readiness?
How will you help
identify potential
donors?
How can you help us
connect them with
the mission?
Placeholder:
Know the
individual, know
their story
Donor Cultivation
With the right people in place, what might
we achieve?
Review this page from the AHA’s Vision for
Volunteerism Workbook. It can help you identify people
who will be effective leaders on your team, and explore
additional potential donors.
On
Tobacco
" Excise Taxes
Video:
1) Manpower: Which items are best accomplished with involvement from AHA staff? Is there a key time
by which they should check in with the Staff to be sure they have a workable plan going forward?
2) How will Board’s decide who should carry out the tasks on their team?
3
Additional Thoughts for Recruitment
Responding To Smaller Gifts And Nos
Understanding “Test Gifts”
Closing Thoughts
When increasing individual giving, are there important issues to consider or to be
sensitive toward so that our donors have a good experience with the AHA?
We want to give appreciative thanks, no matter what size of gift is given.
We want to honor smaller sized gifts with thanks and opportunities to engage deeper
with our mission.
No everyone is comfortable asking, but we can all help show our thanks.
Thank you for partnering with the AHA to reach this important goal!
Increase individual
giving among $100K donors
Tobacco
Excise Taxes
Identify Your ‘Why’
Why is this mission to build healthier lives meaningful to you?
Hear From Teri Ackerman
Stroke Survivor: My Family Is Why
As you work to achieve these goals, share your ‘why.’ You may never
know how many lives will be enriched through the investment of your
time, talents, and resources.
"
Thank you
for joining
in this mission to build healthier lives!
Tobacco
Excise
Taxes