N ATIONAL M ULTIPLE S CLEROSIS S OCIETY

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Finding and Keeping Corporate Sponsors and Major Gift Donors MSIF Berlin September 2003

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Common Strategies Finding sponsors & donors Determine who you already know Identify new board and staff contacts periodically Analyze existing data for key information –Large gifts, corporate links, longevity of giving and special or unusual gifts Keeping sponsors & donors Stay donor-centered Use personal cultivation Treat as your highest-level relationships Determine benefits and “deliverables” that are meaningful to sponsor or donor

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Principles of Effective Sponsorship and Major Gift Fund Raising Strategy: defined in advance incorporated into organizational planning Personalized relationships essential Donor-centered activity Accountability

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Principles of Effective Sponsorship and Major Gift Fund Raising

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Organizational Strategy Develop a written organizational plan Develop a vision for the program Take an “asset analysis” – human, material… Create a timeline Assign volunteer and staff resources Define outcomes and objectives by name and face

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Asset Analysis Components Who does Society know? Tier list by readiness –Strength of personal contact –Current level of involvement –Past history with organization –Sponsor or donor receptivity Align resources by priority

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Principles of Effective Sponsorship and Major Gift Fund Raising

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Tiered Cultivation Top Tier Corporate caseload Major gift caseload Receives frequent personal contact 80% in-person/phone 20% mail/ Second Tier Corporate caseload Major gift caseload Receives some personal and some automated contact 30% in-person/phone 70% mail/ Third Tier Remaining prospects Receives almost all automated contact (however, contact is personalized) 90-95% mail/ 5-10% in-person/ phone

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Principles of Effective Sponsorship and Major Gift Fund Raising

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Relationship Building Components Personal contact is essential to relationship building Conversations are donor-centered Move at sponsor or donor pace – but MOVE Plan and execute “ask”

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Principles of Effective Sponsorship and Major Gift Fund Raising

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Accountability Progress reports are: –Regular –Timely –Individualized –Meaningful and professional …

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Accountability Report to sponsors by public visibility Exposure at events and programs Public relations and marketing Image association Interactions with target audiences Report to donors by mission-related results Research Community services Professional education People served -- Quantity -- Quality

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY Finding and Keeping Corporate Sponsors or Major Gift Donors

N ATIONAL M ULTIPLE S CLEROSIS S OCIETY