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A Point of View on Fundraising for Associations
Member-Centric Focus
Typically, members join an association for a few reasons — most of which are tied to their peers, profession and personal growth. At some level a member may know that their association is a non-profit, just like we all know most universities are non-profits; but we still expect tangible return on our investment. Benefits most sought after are access to information, professional certification and advancement, networking for professional and social enrichment, vertical growth and the opportunity to serve as a body and generate significant positive impact.
Cultures of Philanthropy
For philanthropy, members look for a different type of return on their contribution of time, treasure or talent. These include seeing their donation have real impact on the world around them; the fulfillment of participation and contribution and the good feeling of seeing their profession and association make a difference; and future-proofing their work by engaging the next generation of professionals in programs that educate and inspire. As members age and look over their shoulders on successful and rewarding careers, that propelled their personal, familial and professional growth, they begin to see the profession in a different way. They see the important role they and their peers have and can play in many people’s lives and in the communities in which they live, and they can be inspired to make a major gift.
Gift Capacity
Identifying specific members who have the means to make significant gifts (gift capacity), and are motivated by the vision of a philanthropic ethic is an important first step. Every major sustained philanthropic initiative has at its core a select few believers with the capacity and the inclination to make a positive difference in their community now and over time. Cultivating these key members who understand the impact that a small, influential group can have in the profession and society is critical.
Wealth Screening
For your consideration, The Zodiac Group is a premier subscriber of the DonorScape wealth screening platform, as a premier subscriber, we can offer through our subscription a wealth screening on all 5,000 your client members at half the normal price. DonorScape is the most thorough and efficient system in the country, and it used by all large universities and non-profits. DonorScape provides not only liquid wealth on all members, but an algorithm that produces a gift capacity rating based on other factors.
The power of the data and analysis of the proper wealth screening will allow the association leadership to see the potential for individual contributions within their own member base.
Value-Added Data Benefit
With the data, we could work with you to identify current programs and new initiatives that the association would like to consider funding through philanthropy, based on the lifestyle and political characteristics and past contribution behavior of the members. This data drives the elements for a case for support that the association can use to engage the major donor prospects, and a sustaining program that includes naming opportunities and donor societies. The detailed, accurate and predictive information will empower leadership to think more broadly about grand challenges and programs.
Sustaining Success
We can then also develop a personalized association fundraising plan that will identify the best opportunities to build a successful and long-term development function and department. Identified in the plan will be areas of concentration, a full annual fundraising plan, key prospect lists for estate planning, gifts of stock, and real estate.
This data not only arms the association for a sustaining program, but guides the talent selection for internal leadership and serves to ensure that executives individual success.
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