the structure of an effective fundraising call
DESCRIPTION
Comprehensive overview of the fundamental components of an effective fund raising call.TRANSCRIPT
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STRUCTURE OF AN EFFECTIVE FUNDRAISING CALL Albert D. Melfo
Director of Annual GivingKent State University
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Elements of an
Effective Call
The Structure
Process vs Scripting
Importance of Active Listening
Overcoming Concerns
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Outline of the Call
Introduction
EngagementCase for Giving
Negotiation
Formal Close
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1THE INTRODUCTIONTHE INTRODUCTION
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TECHNIQUE
Inflection
Use Pauses
Tone of Voice
INTRODUCTION
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WORDING
“Hello, may I speak with Naomi Mishi?
Hello, Ms. Mishi. This is [ Full Name ],
calling for Kent State University.
How are you today?”
(pause)
(pause)
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TRANSITION INTO ENGAGEMENT
“Ms. Mishi, I’m calling with a group of students tonight to tell you about some exciting things happening on campus and to talk with you about the Annual Fund.
Do you have a few minutes to talk?”
Permission question:
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Introduction
• Identify yourself and your organization
• State the reason for your call
• Initiate a conversation and gain permission to continue
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2THE ENGAGEMENT
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TECHNIQUE
Gauge interest
Establish dialogue
Ask questions
BUILD RAPPORT
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Engagement Step
• Demonstrate your interest
• Engage in conversation about their interests
• Establish your role
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Outline of the Call
Introduction
Engagement
Permission Question
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CASE FOR GIVING
3
CASE FOR GIVING
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TECHNIQUE
Provide a reason to
give
Personalize presentation
Build interest
BUILD A CASE FOR SUPPORT
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TRANSITION INTO NEGOTIATION
The Agreement Question:
“Given your connection with the University, Ms. Nishi, may I count on your support today?”
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Case for Giving
• Build alum’s interest• Convey sophisticated,
personalized appeal for support
• Secure commitment to idea of support
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Outline of the Call
Introduction
Engagement
Case for Giving
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4THE NEGOTIATION
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TECHNIQUE
Trial Closes
RangesLevels
DETERMINE LEVEL OF SUPPORT
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Negotiation• Use ranges• Determine level of support
that is appropriate to individual
• Secure commitment to specific amount
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The Call
Introduction
Engagement
Case for Giving
Negotiation
Agreement Question
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5
THE FORMAL CLOSE
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TECHNIQUE
Clarify billing process
Update demographic information
Confirm gift amount and designation
FORMAL CLOSE
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5a
THE WRAP-UP STEP
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Wrap-Up Step
• Clerical step – “dot your i’s and cross your t’s”
• Confirm details of gift• Explain acknowledgement
process• Answer any remaining questions• Leave alumni with positive
impression
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The Call
Introduction
Engagement
Case for Giving
Negotiation
Formal Close
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Acknowledge Clarify Answer Confirm
HANDLING CONCERNS
THE “A/C/A/C” TECHNIQUE