Glossary

Acquisition

Activities to draw new supporters and donors to your organisation. This may be organic e.g. posting on social media, profile-raising activities; or paid activity e.g. campaigns seeking new supporters to your cause. 

Ask (as in, ‘making the ask’)

The ‘ask’ is the planned request for support from a person or organisation who has been identified through your cultivation processes. Typically, an ‘ask’ relates to commencing a relationship of support, or giving a more significant amount. You may be asking a business for partnership or sponsorship, or asking an individual to increase the level of their regular donation, or to commit to a major gift or bequest. ‘Making an ask’ should be part of a considered, planned and relevant process.  

Asset Gift

A bequest/gift-in-will gift that relates to a specific asset or item. 

Beneficiary

The recipient of a bequest / gift from a will. 

Bequest / Gift In Will

Gifts given when a supporter includes your organisation in their will, whether by gifting a specific sum of money, an asset, or a percentage of their estate. Also known as ‘legacy’ gifts.

Community Fundraising

Money raised by community members who seek support from their own networks, in the name of your cause. Community fundraising activities may be organised by individuals, a third-party, or your own organisation. 

Corporate Social Responsibility (CSR)

A company’s commitment to contributing positively to society, beyond its financial bottom line, integrating social and environmental concerns into its operations and interactions. CSR is proven to matter to many customers and helps businesses differentiate themselves from their competitors. Read more about CSR.

Cultivation

Cultivation is the range of activities you undertake to build a long-term relationship with potential donors, within each stream i.e. you may cultivate existing donors to move streams (e.g. single gift donors to become regular donors) or cultivate non-giving supporters to become donors. 

Donations

Solicited or unsolicited gifts by individuals, groups or organisations, with no expectation of return. Donations may be of money, goods or services, or time, and include Individual / Regular / Major Gifts and Corporate gifts. 

Donor Pyramid

A visual representation of different donation streams and an ideal of giving progression (from smaller donations to larger ones). As donors move up the pyramid and through the streams, there are fewer donors, although the value of each gift typically increases. View NZ Fundraising Streams article.

Fundraising Streams / Fundraising Mix

TFA identifies seven streams: Single Gift giving; Regular Gift Giving; Mid/Major Gifts; Bequests; Community Fundraising; Corporate Partnership and Trusts & Foundations. Read more about the fundraising mix. 

Grants

Money received from Trusts, Foundations and Corporate funders via applications for contestable funding. There are many different grant funders in New Zealand, each with their own interest areas, criteria, timeframes and accountability processes. 

Great Wealth Transfer (GWT)

The unprecedented intergenerational transfer of wealth from ‘the Silent Generation’ and ‘Baby Boomers’ to their family, loved ones and selected charitable causes taking place over the next 20+ years.  Estimated at 70 – 80 trillion USD globally.

HNWI - High Net Worth Individuals

As part of your major gift strategy, you will consider collating lists of HNWI who may be able to contribute to your cause, based on their LIA rating.

Hank Rosso

A leading voice regarding fundraising and the need to connect values, relationship and connection to fundraising. Hank Rosso's book, ‘Achieving Excellence in Fund Raising’, is still a go-to for many fundraisers (including TFA). Rosso’s fundraising philosophy is summarised as “the gentle art of teaching the joy of giving.” 

Legator

A person who is making bequests via a will.  

LIA

LIA is used to identify who is most likely to become a major donor from amongst your giving prospects. LIA assesses people’s Linkage (the connection to your organisation); Interest (an inclination to give) and Ability (the capacity to give). 

Memorandum of Wishes (or Statement of Wishes)

A private document that accompanies your legal will, and can further explain and personalise your wishes. It provides clear and immediate direction to your executor on things such as organ donation, funeral wishes, and can further outline details regarding specific gifts. As a will must be precise and direct, a MoW can further explain instructions and directions of the will. 

Pecuniary Gift 

A bequest/gift-in-will gift that is a specific sum of money/currency, property/land or items. 

Percentage Gift 

A bequest / gift in will gift that equates to a specified percentage of the value of the donor’s estate.

Philanthropic Fundraising

Fundraising based on building relationships connected to vision and values, rather than specific activity or needs-based fundraising. 

Philanthropic Giving

Giving based on shared values, relationship and a connection with charitable purpose, rather than a donation for a need.

Residual Gift

A bequest/gift-in-will gift that comprises the remainder of the donor’s estate, after taking care of loved ones. 

Sponsorship

Corporate financial support of a specified product or service, and given in return for reciprocal benefits e.g. naming rights of the sponsored item, or promotion of their brand to your clients. Differs from corporate partnership, which is generally corporate financial support for your organisation's overall purpose. Read more about corporate support.

Stewardship

Post-gift engagement with a donor, in order to build an ongoing relationship. Stewardship encompasses all contact following a gift, from immediate acknowledgement to regular impact updates and personal touchpoints such as phone calls and event invitations.