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The Transactional Moment: Optimizing the “Ask” Jana Byington-Smith, CFRE firstname.lastname@example.org Second Gift Twitter: JForTheMoney Robert Weiner email@example.com Robert L. Weiner Consulting Twitter: robert_weiner Katya Andresen firstname.lastname@example.org Network for Good Twitter: katyaN4G Friday, April 10, 2010 1:30 – 3:00 p.m. International Ballroom B Session 155 #10NTC.Ask
The Four Stories of a Great Ask Answer the questions: Why are you asking me to give? What is the impact of my gift? Why now? Who says I should give?
Info to collect if you can Biographic targeted for audience (don’t forget the nuns!) How much and how will they give How do they want to be recognized How will they know you used their gifts well
But recognize you can’t always get it Proliferating ways to give online You’re not the messenger all the time Third parties may be handling the transaction
The gift hole Deal with it Access the reports you can Recognize how/where the donor gave
You’ve asked – now what? Did you get a gift commitment? Did you get a maybe? Did you get an outright ‘no’? Did you get no response at all?
Gift Commitment Outright gift “sustained” – multi-payment pledge Pledge (and when is it in default?) Who, what, when, where, how to say thanks
Thank You Basics Say thanks right away Be personal (segment) Give the donor the credit (his or her achievement, not yours) Show (don’t tell) where the donor’s money went Repeat. And again. All year long.
Development Services Post-Ask Critical to donor relations and retention. Correct, timely receipt or thank-you letter? Name(s) spelled correctly? Properly handling pledges, honorary & memorial, or event donations? Any donor restrictions on how $$ can be used? Any policy issues? Can you actually accept & use the gift?
Development Services Post-Ask Any follow-up evaluation/reporting (to funders, endowment donors, scholarship donors)? Will fundraisers be notified that their prospects gave? Will donors be resolicited at the right level? At the right time? Using the channel they respond to (email, direct mail, phone)? Can you analyze what worked? How did your donors give (online, offline) & to which appeals, messages, channels?
Thanks! More resources: Twitter: katyaN4G, robert_weiner, JForTheMoney Network for Good’s fundraising123.org, SecondGift.info and RLWeiner.com for additional reading lists and research Your own providers’ research FEP site
Evaluation Code: 155How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 155 Text 155 to 69866 Visit nten.org/ntc-eval Enter Code 155 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!