by Jen Filla.

I had the pleasure of hearing Roxie Jerde speak at the AFP SW FL luncheon on May 10, 2011. She is the new president and CEO of the Community Foundation of Sarasota County, having previously been with the Greater Kansas City Community Foundation. She packed a lot of information into her 20-minute slot. Thank you Roxie!

First, as the new person on the block, she made an interesting comment. She told us that she will not accept offers to meet for coffee or lunch. Instead she invited herself into our organizations. That really resonated with me. Since moving to Florida I have spent a lot of time getting to know the organizations operating in my area and that has meant of lot of driving and a lot of tours. For someone who works on billable hours this is an expensive investment! But I have never left a visit with an organization and felt it was a waste of time. There is so much culture, pride, and action packed into the buildings and places where fundraisers realize their missions.

Roxie also reviewed the Giving USA statistics, which reflected giving in 2009 (2010 is due out in June). Here’s a breakdown of giving in the U.S.

• Individuals -75%
• Foundations -13%
• Bequests – 8%
• Corporations -4%

Ho, hum, yawn, we’ve all seen this before. BUT have you actually gotten the statistics out of your own donor database? This kind of data mining yields key information you *must* know to create an intelligent fundraising strategy. Does somewhere around 75% of your funding come from individuals? If not, why? Every organization is different, so it might not make sense for your percentages to match the country’s giving overall, but if you differ significantly you’ll want to investigate whether you do indeed have the best strategy for your organization.

Peppered throughout her presentation Roxie referred to the donor gift cycle as dating. Yes, most of us have heard this before too, but Roxie took it to a new level. In a previous position she and her staff used the dating terminology instead of the usual fundraising terms. It was endearing and funny to hear her talk about how blind dates can work too (prospecting), what it’s like to be newly married and still in the honeymoon stage (a major gift) and then, down the road, planning for your golden years (planned giving). Words are powerful tools and using dating words can create a much needed shift in how we interact with our donors.

Near the end of her presentation Roxie talked a little bit about asking for a major gift. She mentioned the uncertainty around how much to ask for and the drawbacks of asking for too much or too little. Being as passionate as I am about using prospect research to inform cultivation and solicitation it was all I could do to sit quietly. Profiles! DONOR PROFILES! I wanted to shout.

Donor profiles provide an awe inspiring amount of information to aid in determining an ask amount. Time and again fundraisers have told me how much more confidence they have asking for the gift when they can base it on known assets *and* their gut feelings. Development shops using prospect research, including donor profiles, ask for and receive larger gifts.

Too many human services and other similar organizations are not receiving their share of million dollar gifts and it is not because they don’t attract million dollar donors. It is because they don’t ask for million dollar gifts from their very own donors who are capable of giving them.

If you want to find out how Aspire Research Group can help you find your million dollar donors, just ask us! Call 727-231-0516, email jen at aspireresearchgroup.com or visit our website for more information, www.aspireresearchgroup.com