Westfall Group: Wealth Screening for Donor Event Raises $12 million for a Single Organization
Westfall Group was founded in March 2002 with an objective to help good organizations with great causes raise funds to fulfill their visions, according to founder and CEO Bob Westfall. Originally, Westfall thought the firm would be able to help 3-5 organizations raise $15 million in new money. In reality, Westfall Group has helped about 45 organizations raise $110 million in new money over the past five years.
“We really understand how to move donors into deeper relationships with an organization,” says Westfall, explaining the company’s particular niche. He notes that a cultural change typically takes place as an organization develops its major and mega donors. In fact, the Fellowship of Christian Athletes told Westfall that his work had revolutionized the entire culture of that nonprofit organization with a new focus on major and mega donors.
Knowing this, Westfall’s most recent success should come as no surprise. At a recent first-time donor event with 90 guests, $12 million in new money was pledged. And, this apparently is just one in a series of successful events which Westfall has orchestrated. This particular program offered by the Westfall Group centers around a four-day weekend major-donor event which is designed to move attendees, including both major donors and prospects, into deep and meaningful relationship with the hosting organization. Westfall adds, “It’s basically a compressed cultivation cycle.”
The weekend events include testimonials about the impact of the organization on its constituency, talks on the vision and the future of the organization, multimedia presentations, information on how the attendees’ involvement would strengthen the organization, and special keynote speakers. The weekend also allows for a lot of time for attendees to engage each other and talk about their passion for the organization as well as free time to spend with spouses, playing golf, etc.
“Both research and the event made the significant difference,” emphasizes Westfall. Typically, three or four files are used to develop an invitation list for one of these events:”
- Major donors
- Lapsed major donors
- Peer-to-peer (potential donors)
- General and mid-range level donors
WealthEngine was used to develop the file of general and mid-range level donors as well as to help develop the peer-to-peer prospect file.
Westfall shared examples of two other organizations that had little or no understanding of or relationships with major donors. In both these cases, WealthEngine was used to data mine the general and mid-range level donors (with gifts in the $25/month to $5,000/year range) and to develop invitation lists for both events. Each organization had a 5-to-1 return on their investment in the event!
“Also, remember that you are building a long-term relationship. Development is really stewardship. Getting the gift is the first step in the relationship. After that, it’s making the relationship into a partnership,” concludes Orr.
To learn more about Westfall Group, visit www.westfallgroup.net
