Making The Ask (Art & Science)

Michael Bacon, CFRE

Where Does the Money Come From?$316.23 Billion in 2012

____ %

____ % ____ %

____ %

Corporations$18.15

6% Foundations$45.7415%

Individuals$228.93

72%

2012 Charitable Giving Total = $316.23 billion ($ in billions)

Bequests$23.41

7%

*Foundation grants awarded to individuals

Environmentand Animals

$8.303%

Grants toIndividuals*

$3.96 1%

HumanServices$40.40 11%

InternationalAffairs$19.11

6%Arts, Culture,

and Humanities$14.44

5%Public-Society

Benefit$21.63

7%

Unallocatedgiving$6.822%

Health $28.12

9%

Gifts toFoundations

$30.5810%

Religion $101.54

32%Education

$41.33 13%

Types of recipients of contributions, 2012 Total = $316.23 billion ($ in billions)

How Gifts Happen…

It is about the donor’s needs, not yours!

The intersection of a donor’s needs

with your nonprofit mission

results in significant gifts.

Interest

Capacity

Giving Indicators

Gift Dynamics

How Do You Feel When You Give?

Share your story with someone next to you.

Compare stories…

Brainstorming Capacity

What are resources you can use to determine a prospect’s capacity to give?

Determining the Ask Amount

No perfect formula. You consider circumstances.

Age

Health

Family

Prior large gifts

Gifts to other organizations

Giving Capacity Formulas

When to Ask

Establishing the purpose of your relationship from the onset makes the transition to the solicitation easier

Listen for verbal cues Interest in hearing who else has supported the

fundraising project Begin referring to the school in first person - “we” More frequency or depth to conversations regarding

personal finances

Plan Your Ask

1. What do we know?

2. What are you going to ask for?

3. Where are you going to ask?

4. How are you going to ask?

5. Who is going to ask?

Setting Up The Ask

Set appointment with clear purpose for sharing a gift request – no surprises!

Their home or office (their turf).

Both spouses/partners there at the same time.

Who will they have the hardest time saying no to? Bring that person!

Listen more than you speak…

Solicitation Techniques

Always ask for a specific amount. Be clear about what you

are asking for both in amount and designation.

I’ve made a personal gift of $... and I’d like you to join me

in support with the same gift.

Can we count on you for a gift of $… over three to five years?

Will you prayerfully consider a gift of… over three to five years?

Allow the prospect to answer your question. Be silent.

Errors We Make In Asking…

Talking too much, not listening.

Not asking for a specific gift.

Not asking questions to learn about the prospect.

Not talking about the benefits of the gift, to them and to us.

Speaking rather than remaining silent after the ask.