Major Gift Fundraising: Relationship Building and How To Ask For The Gift

Major Gift Fundraising: Relationship Building and

How To Ask For The Gift

Floyd AkinsExecutive Director of

DevelopmentHenry B. Tippie College of

BusinessUniversity of Iowa Foundation

Iowa City, Iowa  

Plan On Each Prospect Requiring atLeast One Initiative a Quarter,

More if You can Manage it

Foreground and Background InitiativesThe types of initiatives that advance aperson’s awareness, knowledge,interest, involvement, and commitmentfall into two categories.

Foreground Initiatives are Conceived, Planned, and Executed with a Specific

Individual in Mind.

Meeting with the president Report on the impact of a gift Visit by a trustee Use of home for a reception recognizing major donors Message of congratulations over a business promotion Naming opportunity for a building, program, or

scholarship Presenting a distinguished alumni award or honorary

degree

Background Initiatives are conceived, planned, and executed with a group in mind that may

include one or more prospective givers.

Giving club activities Campus tours Annual reports Promotional brochures for planned giving and stock

transfers Promotional tapes and slide shows Admission volunteer work, class fund directors, and

reunion planning Regional alumni advisory boards Campaign news letters

Interest or Potential Interest

Academic programs Scholarships, internships, or fellowships Athletics Endowed chairs/professorships New buildings with naming opportunity Research opportunities

Donor’s Needs

The need to honor oneself or other loved ones

The need to honor a person who has had an impact on the institution

The need to promote values or opinions

Recognition or status

Charitable Nature

According to the CASE publication Major Gifts, By Richard Matheny, people tend to give for the following reasons: • People give to people • People give to peers • People give to a vision rather than a need

Listening—The Four Levels

1. Ignoring—Not listening at all(“Hmmm, I wonder if the airlinesfound my bag yet”) or thinking aboutpersonal matters.

2. Pretending—”Uh huh, sure, yeah, outstanding, terrific, great, WOW” (all words used to camouflage pretend listening).

Listening—The Four Levels (continued)

3. Selective Listening—Only listening to certain parts of a conversation(chatter of a preschool child or an older person’s “repeated” stories).

4. Alternative Listening—Paying attention and focusing energy on the words and not the substance of what is being said.

Empathic Listening—The Fifth Level

Listening with intent to understand. Get “inside the other person’s

perspective.” See the world as they see it.

Empathic listening is not sympatheticlistening (in sympathy you agree and

judge; in empathy you seek to fully andtruly understand the other individual).

(Ex., Friends often give sympathy; trained professionals understand empathy.)

Empathic Listeningcontinued….

Who

Organization Development Officer V.P. for Development President of Institution or Organization Volunteer Trustee

Who continued….

Prospective Donor Alum and her/his spouse Alum and Family or executor Alum and legal council or

financial advisory

What

Before an “ask” is made, the prospect and organization should be clear on the initiative Building Scholarship Program Chair or Professorship

When

Time period that has lapsed between the first meeting until ask Number of meetings before the “ask” Use campaign if it’s convenient

Where

During meal at a restaurant In the home At the office On campus

Why

If you don’t know why you are asking for a gift, then change jobs!

How

Cash Outright Cash over time Securities Deferred Gift Trust Property

Making the Ask

When you make the ask, state your purpose and the amount for which you are asking for the gift. Then stay silent.

Ask for a specific amount, not a range

The Five “Nos”

No—This is not the right project No—This is not the right amount No—This is not the right time No—You are not the right person to ask No!

Top Attributes, Skills, and Talents of a Fund Raiser

Impeccable integrity

Strong communication skills

Ability to motivate Be creative Be a good listener

A self‑starter Able to see the big

picture Have perseverance Ability to inspire

action A people person Well organized