THE CATHOLIC SCHOOL FUNDRAISING PROGRAM Presented by: George C. Ruotolo, Jr., CFRE Chairman & CEO Ana Dabrowski, Associate September 12, 2013

2012 Contributions: $ billion by source of contributions (in billions of dollars – all figures are rounded) 33

2012 Contributions: $ billion by type of recipient organization (in billions of dollars – all figures are rounded) 34

Changes in giving by source and , and cumulative (in current dollars)

Changes in giving by type of recipient organization, and , and cumulative (in current dollars)

Five Pedestals of Successful Fundraising Institution - Unique Characteristics Need – Today & Tomorrow Constituency/ Volunteers Plan – 1 year/ 3 year Expertise/ Initiative

Assessing Your Program Culture of Philanthropy: Board Participation CEO Engagement Staff Segmentation of Donor Base Varied Solicitation Strategies Social Media/ Communication Stewardship Annual Case Major Gift Activities Planned Giving Capital Campaign Plan

Four Key Components for Today PROSPECTINGCULTIVATIONSTEWARDSHIPASKING

Prospecting

Natural Constituencies vs. New Friends

Analyzing/Evaluating Your Database

Screening/Research Individualized Strategy History of Major Gifts Direct Mail Donor Special Events Participant No $ but Connected

Cultivation

FOUNDATION REPS ALUMNI PARENTS COMMUNITY LEADERS FRIENDS PAST PARENTS MEMBERS CORPORATE REPS RELIGIOUS LEADERS LOCAL BUSINESSES RESULT o Identifying o Screening o Inviting o “Conversations” o Assessing o Cultivation o Involvement o Strategy o Asking o Thanking Leadership Donor

ACT II – The Relationship What steps do we take to strengthen the relationship ?

Importance of Personal Contact It says…  The donor is important.  Our need is significant.  The request deserves personal attention.  We need an opportunity for dialogue.

 Let’s start with a visit without an “ask”.  Engage in conversation.  Turn off the voice inside your head (listen). What Makes the Prospect “Tick”?

What Makes A Story? Plot Characters Events Outcome Lesson Call to action

Asking

Head Scratcher…???

What’s the Problem?  Fear?  Knowledge?  Initiative?

Let’s Bury the Fear...  “You have to be in it to win it...”  “Nothing ventured, nothing gained...”  “ Step up to the plate...” Understand yourself…understand others

Knowledge?  Major gifts are synonymous with capital campaigns... (not always)  Annual fund case

Initiative

What Does a Successful Major Gifts Program Look Like ? How do you get there?  Identify  Cultivate relationships  Solicit personally  Receive MGs  Grow  Nurture...OR...

Sustained Major Gifts Programs Identify Cultivate Solicit Acknowledge Engage Steward

Configure The Team

What Are You Afraid Of? What’s the worst that can happen?

Fundraising Is All About The Relationships Seal: “Let’s go collect seashells!” Shark: “Okay, but if we run into any of my friends, pretend like I was just about to eat you.” Seal: “Yeah...no problem.”

Major Gifts In 3 Acts...  The Who  Developing the Relationship  The Proposal

FINANCIAL CAPACITY $ Income/Assets Two Components to Philanthropy INCLINATION TO GIVE Desire to support Reason Common interest Relationships

Third Component???  Relationship

ACT I – The Who Where do we start Segment the database Financial capacity Loyalty The mil $ bus driver (Don’t prejudge)

Breaking the Rules of Asking

Additional pledges between $3,000 and $15,000 Total Needs:$5 Million $500,000 $25,000$25,000$25,000$25,000$25,000$25,000$25,000 $25,000$25,000 $25,000$25,000$25,000$25,000$25,000 $25,000$25,000$25,000$25,000$25,000$25,000 $100,000$100,000$100,000 $100,000$100,000 $250,000 $200,000$200,000 $75,000$75,000$75,000$75,000 $50,000$50,000$50,000$50,000$50,000 $50,000 $50,000$50,000$50,000$50,000 Can’t Ask? Point

What You Hear…It’s More Important Than What You Say!

Top 10 Solicitation Mistakes 1. Never ask/indicate a specific request. 2. Don’t offer strategies to maximize their gift (extend pledge, delayed start of payments). 3. Don’t follow-up in a specific time frame. 4. Don’t create a sense of importance and urgency. 5. Answer unasked questions. 6. Talk too much and fail to listen. 7. Act like a beggar. 8. Assume the prospect has consented to the gift because they see you. 9. Fail to build the case and lay the groundwork for the ask. 10. Treat all prospects the same.

Stewardship

Thank you... Thank you... Thank you!

Keeping in touch without always asking…

Sometimes the message is on target, but it still misses the mark...