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@Network4Good #nonprofit911
Dos and Don’ts of Acquiring Major Donors
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How to Make a SUPER
Successful Call on a Major
Donor Prospect
Gail Perry MBA CFRE
firedupfundraising.com
twitter: @gailperrync [email protected]
© Gail Perry 2015
Who Am I?
• 25+ years (yikes!)
• Blogger, coach, consultant
• Duke University and UNC-Chapel Hill fundraising
• Author, “Fired-Up Fundraising: Turn Board Passion
into Action” (Wiley)
• International speaker and workshop leader
• email: [email protected]
• facebook: firedupfundraising
• twitter: @gailperrync
• Hashtag for today #firedupFR
Our Agenda
• How major gift strategy is different
• How to get in the door
• Your objectives for every major donor visit
• 10 tips for handling the visit itself.
• Power questions!
• My personal secrets and techniques that have
helped me raise hundreds of millions.
•#firedupFR
A Question for You:
How much money do you think
is out there for your organization
BUT
You don’t have the time, resources or
organization to go out and get it?
It’s a Very Specific Strategy
7
5 Major Gift FundamentalsFive Major Gift Fundamentals
Major Gift Fundamentals
8
DO: Focus on the Long Run
Major Gift Fundamentals
Don’t: It’s Not About Selling
9
(That means it’s not really
about money!)
10
Major Gift Fundamentals
DO: It’s About the Relationship
The Relationship is More Important Than the Ask
11
Do You Kiss On
The First Date?
How fast can
you go with
donors without
turning them off?
Major Gift Fundamentals
13
DO: Take Your Time or You Will Insult
Your Donor
DO: Tons of TLC and Personal
Attention!
Major Gift Fundamentals
DO: Focusmon the FEW at the TOP
15
You Can’t Chase
Everybody!
DO: narrow down your focus.
Steps in Major Gift FundraisingDo: Go Thru the Process
THANK THANK THANK AGAIN
CULTIVATE ANDINVOLVE
ASK FOR SUPPORT
IDENTIFY
PROSPECTS
Major Gift Fundraising TIME AND ENERGY INVOLVED
in each step of the cycle
Question:
What is your biggest challenge in
raising major gifts?
What’s Holding You Back From
Raising Big $$?
• Can’t get out of the office?
• Urgently need more funding?
• Not sure what to say or do?
• Don’t feel like you are prepared?
• Feel awkward?
• Feel unorganized?
• Nervous and maybe a tiny bit afraid?
• Meet donor at an event.
• Board member introduces you.
• Call to ask for a visit.
• Call to say thank you.
• Call to invite them to an even.
21
Getting the Appointment
My Favorite Ways to Get In the Door
• Ask for help.
• Are we a fit for your interests?
• Can I run an idea by you?
• Ask about another donor or fundraising strategy.
• Touch base about a project.
• I’ll be in your area can I drop by?
• Ask your advice on something.
Get To Know You As A Donor
DO: Use These Power Questions to
Get The Appointment
• “I’d love to hear why you chose to
give.
• “What inspired your gift?
• “Would you be willing to have coffee
with me, I’d love to understand your
story.
• “Mr. Jones, you’ve been a donor all
these years. My job is to know our
patrons . .
~Eli Jordfald, Senior Major Gifts Director, Lineberger
Cancer Center, UNC Chapel Hill
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Your Donor Actually May WANT to
See You!
• He really, urgently cares!
• He wants to change or save LIVES.
• He wants to make a difference in
the world.
• He has a family member or friend
with experience re your issue.
• He’s interested in you and your
issue.
24
Don’t Say:
“I want to update you
on
what WE are up to.”
Do: Listen for Clues on The Phone
26
Smiling? Frowning? Complaining?
Happy?
Irascible?
Nice? Polite to You?
1. Mindset
2. Research and Reconnaissance
3. Objectives
27
Preparing For Your Visit!Do: Prepare for Your Visit!
1. Mindset: The Intimidation Factor
Far, far away . .
high up on the
hill?
DON’T Mindset:
Will This Attitude Change the World?
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Mindset:
Don’t Be Scared
of Rejection
Its a
Numbers Game
30
asks
result in a gift
3 out of 4
Don’t Be Scared of Rejection
It’s NOT About YOU!
32
It’s About Your Donor and What He
Wants to Accomplish!
Tell me about your interest
in . . .
Do: Keep
Your
Energy up
Contagious Enthusiasm!
34
Mindset: The Power of Abundance!
Not Scarcity
Do Keep Your Expectations Positive!
35
DO
Stand in the
Place of Vision
and Possibility. . .
That’s Where the
Power Is.
36
Best Major Gift Fundraising Mindset:
Do Be Cheerfully Aggressive!
37
5 Types of Do Your Reconnaissance!
1. What Do We Know About the
Donor?
Who’s been in touch with the donor
recently?
Have they made a recent gift?
Attended anything lately?
Birthdays?
Kids? Honors?
Vacations?
2. Do Research Online
3. Local Networking
Do Be Out and About In Your
Community!
4. Do Read the Paper
Do Your Research!
Be Well Read on Current
Events
5. Hearsay: Do Listen to Local Word of
Mouth
Comments from friends and associates
useful, relevant, timely!
“Boomer and older women are more likely to give to charity and give more than their male
counterparts . . .
when other factors affecting giving are taken
into consideration.””Women Give 2012”
Women’s Philanthropy Institute at the Center on Philanthropy at
Indiana University
44
Don’t Forget Older Ladies #1 Donor Demographic
Who’s Giving? The Ladies!
A study of affluent older adults
found that
for every $100 men gave,
the women in the same
economic circumstances
gave $258.”Women Give 2012”
Women’s Philanthropy Institute at the
Center on Philanthropy at
Indiana University
45
Almost every visit with a prospect is a
“discovery” visit.
46
Do Set Overall Objectives When You
Make a Visit
3 Overall Objectives
#1. A long term FRIENDLY relationship.
47
Overall Objectives
#2. Do Find out where the prospect
stands.Hot buttons?
Likes or dislikes your project?How far is he away from making a gift?
Timing? Interests?Competition?
Family or financial pressures?Level of interest in YOUR project?
48
Overall Objectives
3. Do get a next step with your prospect.
Can you call her again? Do you have a reason to follow-up?
49
The True Purpose of This Visit
is
To Get a Second Visit!
50
So . . . You Are All Prepared:
1. Positive Mindset
2. Prepared with Background Research
and Recon
3. You Are Clear on Your Objectives
51
And you
walk in the
door. . .
10 Tips for Handling the Visit Itself
Tip #1: Do Charm
The Receptionist
• Be charming
• Make him a friend!
• Ask her for advice
• Ask her for info
Tip #2: Do Launch
Immediate
SMALL TALK
Right when Ms. Big Says “Hello There!”
Very first step of every visit!
First Impressions Count!
• Posture?
• Handshake?
• The hello kiss?
• Look ‘em in the eye.
Tip #3: Do Show
Up As a Likeable
Person
• The delicate dance.
• Watch for cues.
• They will tell you.
Tip #4 Do Use Your Radar
• Their body language will tell you more than any words.
Tip #5: Get your
donor to do most
of the talking . . .
You are watching and reacting to the donor.
Your Donor Expects to Do the
Talking
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I love being listened to!
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• You are probing
• Find out where the prospect stands
• Tell me more about . . .
What are your impressions?
DO: Listen Your Way to the Gift
Gail’s major gift fundraising motto:
“When in doubt, shut up!”
61
Advice Visits
• If you want money,
ask for advice.
• If you want advice, ask for money.
Power Questions:
1. Do Ask for Advice
• Tell me what you think about. . .
• Please give me your guidance on . . .
• Can we brainstorm this idea?
• What should I do?
• How could I pull this off?
Power Questions: 2. Do Probe Their Interest
• I’d love to hear about your philanthropy. . .
• What drives your philanthropy?
• What causes are you most passionate about?
• I’d love to know why you are interested in our cause?
• What are your top three philanthropic priorities?
• What would it take for our organization to become one of your priorities?
Power Questions: 3. Do Ask Their Opinions
• What is your opinion of our organization?
• What do you think about this big project we are considering?
• Do you support our initiative? Why or why not?
• Tell me what you think about our strategy . . .
• How do you think we can accomplish this goal?
• Do you think we can raise the money?
• Who might be interested in supporting this?
• Who else should be involved?
Advice Visits Work!
“Gail, we had a call scheduled with our top major
donor the very next day after your webinar.
Thanks to you, we changed our plan with him.
We threw out our presentation and instead asked for
his advice.
He committed to match $1.5 million over five years,
starting with 200k now!!
Tip #6: Do follow social customs
and rules of business etiquette.
Be nice to everyone.
Be engaging.
Be cordial.
Be kind.
Business Etiquette: Caters to Who Has The Most Power and
Influence
Tip #7: You Don’t Need Fancy Materials Pssst: They are Really For the Volunteer!
Tip #8: Drip by Drip Presentation
Share a little and
stop….
Share more and
stop.. …
Only proceed where
he is interested.
Tip #9 Don’t Use PowerPoint
• Guaranteed to put them to sleep!
• Unless . . .they are actively engaged and asking questions.
Tip #10 Do Get Out On Time
• Ask for a short appointment
• Get out on time
• Then they will be willing to see you again!
Our Agenda
• How major gift strategy is different
• How to get in the door
• Your objectives for every major donor visit
• 10 tips for handling the visit itself.
• Power questions!
• My personal secrets and techniques that have
helped me raise hundreds of millions.
How I Can Help You • Major Gift Coaching – next cohort starts in
January
• Friday Newsletter w/ Practical Tips
• INSIDERS: My Online Fundraising Training Program
• Capital Campaign Coaching
• Appeal Letter Makeovers
Just email me at [email protected]
or
go to www.firedupfundraising.com
More Resources at FiredupFundraising.com
• Top 10 Things to Understand About How Fundraising Really Works Today
• 3 Important Goals for Every Major Donor Visit
• The Fundraiser’s Kiss of Death: Talking too Much!
• Top 10 Trends: How Major Donors are Changing & What to Do About It
• 5 Insanely Successful Ideas for Getting the Appointment With Your Major
Gift Prospect
• My #1 Secret to Raising Major Gifts
• Mastering the Soft Skills of Fundraising: 5 Important Tips
• The Advice Visit: Easy Way to Open The Door To Your Major Gift Prospect
• Show Me the Money: How To Move From Friendraising to Fundraising
• How Major Donors are Changing and What To Do About It
• Board Members’ #1 Job: How to Be a Personal Advocate for the Cause
