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Choosing Units of Service

Q: We want to structure our giving units based on the Benevon suggestion of $1,000, $5,000, and $10,000 annually. 

Looking at our individual giving over the last two years, only 4% of our donors have given above $1,000 annually. In this situation, are the units of $1,000, $5,000, and $10,000 too aggressive?

Richie in Colorado

A: We have a formula for determining your units of service:

Look at your organization’s single largest, unrestricted gift from an individual or a family foundation in the past two years.

  • If that gift was less than $10,000, you should be using the levels $1,000, $5,000, and $10,000 for five years.
  • If the largest gift was $10,000 or more, you should be using $1,000, $10,000, and $25,000 for five years.

While either of these options may sound too large given where you are now with your fundraising, you should keep in mind that the giving society is a pathway to building a major gifts program. The levels are intentionally high so that you can grow into them as you engage more people in your organization and grow your donor base.

You may only have people join at the $1,000 level in either scenario in your first year, but some of those very same donors will increase to those higher levels even in their first five years if you cultivate them and bring them closer to your organization and your mission.

If at least 40% of your Ask Event guests have attended a Point of Entry Event in the prior year, you should expect 10% of the Ask Event guests to join the giving society.

Also remember (or see the sample pledge form on page 186 of Terry’s newest book, The Benevon Model for Sustainable Funding: A Step-by-Step Guide to Getting it Right, Second  Edition) that there are two additional boxes on the pledge form beyond the three larger giving levels:

  • Box 4 is a fill-in-the-blanks box where donors can tell you how much they want to give and for how many years. This box is where your smaller donors can make their gifts or where larger donors can make gifts for less than five years.
  • Box 5 says: “Please contact me. I have other thoughts to share.”