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What’s the Proper Mix?
If your job responsibilities include
making face-to-face calls on donors and
would-be donors on a weekly basis,
what’s the best mix of stewardship calls,
anniversary calls and calls to new
While the answer to that question
will be unique to each charity’s
circumstances, recognize your primary
objective is to retain and upgrade
current donors’ gifts and generate new
Recognize the limits of seeing
everyone face-to-face, then set
1. Stewardship: Make at least one non-
solicitation call on everyone who
gave $1,000 or more during the past
2. Retention/upgrade: Call on every
donor who gave $500 or more last
fiscal year in an effort to retain and
upgrade their gift.
3. First-time gifts: Using five percent
of last year’s total number of
donors, make solicitation calls on
that number of new prospects.
Looking to Cultivate
Leading people to bequest a gift to your
organization can be a lengthy process.
Here are 10 techniques to help you to
shorten that road:
1. Create a bequest recognition society.
2. List donors in an annual donor roll.
3. Add a planned gift section to your
4. Begin visiting with them — a bequest
could lead to a current cash gift.
5. Hold an annual luncheon or dinner.
6. Feature them in your planned giving
7. List them on your website’s planned
8. Ask them to a planned giving
9. Ask if they would speak with others
about why they decided to include
your organization in their will.
10. Send them a list of legal and
financial planning resources.
Double Your Dollars With Employer Matching Gifts
By Kerry Nenn
No one wants to leave money on the table. Take full advantage of every donation by
beefing up your matching gift efforts. You might be surprised how many
corporations offer this opportunity and how easy it can be to increase giving
through these programs.
Jenny Ziegler, director of development analytics at Lawrence University
(Appleton, WI) offers three tips to help you double your dollars:
1. “Share the opportunity of matching gifts with donors. Many might be unaware
of the opportunity. Include a P.S. or an insert in direct mail or e-mail. For
example, ‘P.S. Many employers offer matching gift programs that could double
your donation. Check with your human resources office for more information.’
Additionally, share the information during phonathons. Our student callers ask
if the donor’s employer matches gifts. If they are not sure, the student offers to
look it up for them and/or asks the donor to check
with their human resources department.” You can
also embed an online search tool in your website that
allows visitors to look up matching gift programs.
2. Track matching gift programs. Capture
employment information for your donors and
keep track of which employers offer matching
gift programs. If you know that a donor works
for a matching gift company, you can tailor
messages to them with specifics on their
employer’s program. One of Lawrence
University’s most successful matching gift efforts
is to let matching-gift eligible donors know that
their employer has a matching gift program after
a donation is received and share any available
details on how to get their gift matched.
3. Partner with a matching gift vendor. They provide
updates and access to details on matching gift
companies and offer “employment appends” and
many other services to enhance and grow your
matching gift program. HEPdata (hepdata.com)
and Double the Donation (doublethedonation.
com) are two primary vendors offering services
that support matching gift programs for
nonprofits. They each offer the matching gift
company search that you can embed on your
website. Both companies have options starting at
$299 per year.
Double the Donation offers a full matching gift
marketing platform called 360MatchPro that
automates and customizes communications to
donors based on their match eligibility. HEPdata
offers GiftsPlus Online, which allows the organization to create custom and detailed
profiles of matching gift companies to share with donors. HEPdata also offers many
other products including a smartphone app, donor data screening, matching gift
leaflets and custom Post-It
notes to include in mailings.
Shown above is a sample of the inserts the development office uses in direct-
mail pieces. This bookmark is sent in one direct-mail appeal per year and with all
phonathon pledge packets.
Source: Jenny Ziegler, Director of Development Analytics, Lawrence University, Appleton, WI.
Phone (920) 832-6885. E-mail: firstname.lastname@example.org. Website: www.lawrence.edu