so, you’re going to ask for a big gift… april 2013
TRANSCRIPT
So, You’re So, You’re Going to Ask Going to Ask
for a Big Gift…for a Big Gift…
April 2013
DEVELOPMENT
“…is a lifelong process of building support based upon a long-term, positive, mutually beneficial relationship between a donor and the School.”
THE FIVE I’s
• Identify• Inform• Interest• Involve• Invest.
THE GIFT PYRAMID
Ultimate GiftsMajor Gifts
Special GiftsAnnual Gifts
All Constituents
Let’s Begin with Motivation
Why do people give?
To affect other people’s lives.
The basic motivation
translates into many reasons…• Have $
• Believe in cause
• Trust solicitor
• Make good things happen
Greatest reason of all…
• Stop bad things
• Tradition of giving
• Legacy
• Guilt / fear
• Tax deduction
By the right person
for the right amount
at the right time.
#1 REASON#1 REASON
Because they are
asked!
The strategy of the “ask” is very important.
Therefore:
Now, let’s get ready.
3 “KNOWS”and you’re ready
• KNOW your case
• KNOW your prospect
• KNOW yourself.
And before you ask…
Make your gift in writing
Effective solicitors are
givers first.
Now for the hardest part…
Getting an appointment.
‘Do we have to meet in person?’
“Yes -- this is so important and exciting to me that I believe it deserves a face-to-face meeting.”
Other AppointmentConsiderations
• Who?• When?• Where?
Now for the Easy Part…
Sharing the good news about the
School and its service to its students.
Preparing for the Meeting
• Read the Case Statement -- your best guide to the “product”
• Read the Strategy Memo -- get to know your prospect (Confidential: don’t show to prospect)
• Don’t forget Named Gift Opportunities.
Whom to take…How many to go?
It depends!
Know yourself
Know your prospect.
What to Take
Proposal letterCase statementNamed Gift Opportunities
Letter of Commitment.
What to do first?Relax!
•Be yourself
•Be sincere
•Be enthused. (committed)
Be InterestedIn Them
Look ’em in the eye
LISTEN
Ask questions
LISTEN some more.
Develop Rapport
Words = 7%
Tone of voice = 45%
Body language = 48%.
Be ready for objections.
“I’m shocked by how much you’re asking
me to give.”
“I was surprised by the amount that was requested from me, too. But this campaign is extremely important and deserves a high level of support.” (You might also say how much you have pledged.)
“I’m just too over-committed right now.”
That’s why God created five-year pledge periods.
“…I’ll have to talk it over with my partners [or spouse, financial advisor, bookie,etc.].”
“I can’t make a decision now…
“I can’t make a decision now……
“Of course. This is an important decision. Could I see you this time next week to receive your commitment?”
When to Close
• Rapport established
• You have told the story
• You have listened.
When to askit depends!
On you
On your prospect
On the situation
Up front After making
your case and listening.
Why is it necessary to ask for specific amount?
• It is a suggestion, not a demand• Avoids misunderstanding of your
purpose• Sets expectations and starting
point for further discussion• Tells donor how she/he can make a
difference, how she/he fits into the campaign.
“I do not like to have anyone tell me what it is my duty to give (there is just one man who is going to decide that question and that is myself)…
“I like for the solicitor to
suggest how much it is hoped I will
give.”– John D. Rockefeller
3 MAGIC WORDS
“Now that you have heard the story of the campaign and our plans for the School’s future, Would you consider?…”
After you ask...
SILENCE
Schedule Follow-Up
• YOU control
• Don’t leave open-ended
• “May I see you on _______”.
Letter of
Intent
Keep control of the solicitation process until the letter of commitment is turned into the Campaign Office.
Prospects don’t usually close
their own gifts
Keep in Touch
With prospect With chair With staff Attend committee report
meetings Be persistent Your job is not complete until the
gift/pledge is in.
SAVOR SUCCESS
HAVE FUN!!!
You’re Ready
•Informed•Knowledgeable•Committed.
Great Askers Are:
• Enthusiastic• Informed• Sincere• Committed personally• Optimistic• Tactful• Patient
And...
PERSISTENT!
Q&A
Thank You
Linda Wise McNay, Ph.D.