10NTC.Ask The Transactional Moment: Optimizing the Ask

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  • [post during set-up]
  • Katya asks for audience response: any particular topics to start? Number of fundraisers at your organization?
  • 10NTC.Ask The Transactional Moment: Optimizing the Ask

    1. 1. The Transactional Moment: <br />Optimizing the “Ask”<br />Jana Byington-Smith, CFRE jana@secondgift.info<br />Second Gift Twitter: JForTheMoney<br />Robert Weiner robert@rlweiner.com<br />Robert L. Weiner Consulting Twitter: robert_weiner<br />Katya Andresen katya.andresen@networkforgood.org<br />Network for Good Twitter: katyaN4G<br />Friday, April 10, 2010<br />1:30 – 3:00 p.m.<br />International Ballroom B<br />Session 155 <br />#10NTC.Ask<br />
    2. 2. What do you want to learn during this session?<br />
    3. 3. 3 ideas to start a discussion<br />Prepare to ask, but ask!<br />Gather money, donors and information, but ask!<br />Say thanks to the donor as the donor would like, then get ready to ask again!<br />
    4. 4. Session Premise: Donor Retention<br />Fundraising Effectiveness Project (FEP)<br />Retaining dollars<br />Retaining donors<br />
    5. 5. So we’re on the same page<br />Lybunts, sybunts and the never-givers <br />Retain, grow, loss<br />What is an ‘ask’?<br />
    6. 6. Know your prospects and donors, but…<br />Proactive research<br />Predictive analytics<br />…do not wait for perfect information to make the ask!<br />
    7. 7. Who gets your best ask?<br />D<br />B<br />C<br />A<br />E<br />F<br />G<br />© Jana Byington-Smith<br />
    8. 8. The best technology for the best ask<br />Meeting in person<br />Phone<br />E-mail<br />Skype<br />SMS mobile<br />Direct mail<br />E-solicit<br />Event<br /><ul><li>E-letter link
    9. 9. Newsletter by mail
    10. 10. Website link
    11. 11. Poster
    12. 12. Billboard
    13. 13. Brochure
    14. 14. Work campaign
    15. 15. PURL</li></li></ul><li>The Four Stories of a Great Ask<br />Answer the questions:<br />Why are you asking me to give?<br />What is the impact of my gift?<br />Why now?<br />Who says I should give?<br />
    16. 16. Info to collect if you can<br />Biographic targeted for audience (don’t forget the nuns!)<br />How much and how will they give<br />How do they want to be recognized<br />How will they know you used their gifts well<br />
    17. 17. But recognize you can’t always get it<br />Proliferating ways to give online<br />You’re not the messenger all the time<br />Third parties may be handling the transaction<br />
    18. 18. The gift hole<br />Deal with it<br />Access the reports you can<br />Recognize how/where the donor gave<br />
    19. 19. You’ve asked – now what?<br />Did you get a gift commitment?<br />Did you get a maybe?<br />Did you get an outright ‘no’?<br />Did you get no response at all?<br />
    20. 20. Gift Commitment<br />Outright gift<br />“sustained” – multi-payment pledge<br />Pledge (and when is it in default?)<br />Who, what, when, where, how to say thanks<br />
    21. 21. Thank You Basics<br />Say thanks right away<br />Be personal (segment)<br />Give the donor the credit (his or her achievement, not yours)<br />Show (don’t tell) where the donor’s money went<br />Repeat. And again. All year long.<br />
    22. 22. Development Services Post-Ask<br />Critical to donor relations and retention.<br />Correct, timely receipt or thank-you letter?<br />Name(s) spelled correctly?<br />Properly handling pledges, honorary & memorial, or event donations?<br />Any donor restrictions on how $$ can be used?<br />Any policy issues? Can you actually accept & use the gift?<br />
    23. 23. Development Services Post-Ask<br />Any follow-up evaluation/reporting (to funders, endowment donors, scholarship donors)?<br />Will fundraisers be notified that their prospects gave?<br />Will donors be resolicited at the right level? At the right time? Using the channel they respond to (email, direct mail, phone)?<br />Can you analyze what worked? How did your donors give (online, offline) & to which appeals, messages, channels?<br />
    24. 24. The Circle of (Ask) Life<br />© Jana Byington-Smith<br />
    25. 25. Questions? Clarifications?Ideas? <br />
    26. 26. Thanks!<br />More resources:<br />Twitter: katyaN4G, robert_weiner, JForTheMoney<br />Network for Good’s fundraising123.org, SecondGift.info and RLWeiner.com for additional reading lists and research<br />Your own providers’ research<br />FEP site<br />
    27. 27. Evaluation Code: 155How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 155<br />Text 155 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 155<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />

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