So, You’re Going to Ask for a Big Gift… April 2013

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.