1. Raise More Money. . .
Grow A Better Future
TO
Sixth Annual
Community Philanthropy Summit
Lodi, California
NOVEMBER 10, 2016
PRESENTED BY
Jim Eskin,
External Affairs Counsel
2. More Money = More Mission
Philanthropy is the giving
of time and money
to help make life
better for other
people.
7. ● What questions do you have?
● What do you want to learn today?
● What will make you
conclude this was a
good investment of
your time?
● What should we
avoid doing?
Checking In
We’ll keep your responses
to these questions
in front of us to remind us
they need to be
answered.
8. ● More than 60% of all U.S.
families give
● Average amount is
$2,500 a year
● This is about 2.6% of
their income
● About 25% volunteer
time
. . . and they’re happier and healthier!
America the Generous
9. COST PER $1 RAISED
Major gifts .05 to .10
Grant writing .20
Direct mail 1.25 to 1.50
Planned giving .25
Special events .50 of gross proceeds
Source: James Greenfield
More Bang for the Buck
11. Many steps must be taken first
to advance relationships.
The ask can be one of
the easier steps.
Many Steps Before the Ask
The ask is just one moment
at the end of a process.
12. ● $2,500+ lifetime political
donors are nearly 15 times
more likely to make
philanthropic gifts
● 70% of non-estate giving is
attributable to FEC donors
● 90% of political donors also
give to alma mater
. . . this is regardless of party affiliation!
Political Giving and Donor Behavior
Source: DonorSearch
17. ● Identify prospect names. (Would
they return your phone call?)
● State what you “think” they
could give.
● What do you know about their
priorities?
● How would you make the first
contact?
● Who else would it be helpful to
involve?
.
Prospect Identification
Consider personal & professional networks
19. Face-to-Face Power
● When asked face-to-face, 70% will give
at a rate of 50% the amount requested.
● When asked during a
phone call, 25% will give
at a rate of 25% the
amount requested.
● When asked by mail
about 2% will give
gifts of $10 to $25.
Source: Foundation Center
23. ● Who do we ask?
● How much do we ask for?
● When do we ask?
● Who does the asking?
● How do we get their interest?
● What do we ask for?
● How do we close?
?
Solving the Mystery
25. 71%
$264.58 B
16%
$58.46 B
9%
$31.76 B
5%
$18.45 B
Individuals
Foundations
Bequests
Corporations
A successful strategy emphasizes giving from individuals.
Source: Giving USA 2016; The Annual Report on Philanthropy for the Year 2015
The Philanthropic Pie
27. It Boils Down to This
Then remain
absolutely silent,
and wait for a
response.
Look squarely into
the person’s eyes and say:
We need your help. Would you
consider making a gift of
$_______ for _______?
33. ● Give tours
● Invite to give guest
lectures
● Introduce to Chair, CEO,
key staff, other board
members
● Hold small luncheons
● Ask for advice
Just Let Them See What You Do
35. ● Lead by example, in giving and getting
● Make your own best gift
● Achieve 100% board participation
● Identify prospective donors
● Even better, cultivate
prospects
● Friendraising = Fundraising
● Be eyes, ears, and especially
voice in the community
It Won’t Happen Without You
36. It’s About THEM . . . Not Us!Four Parts of Gift Cycle
Discovery
Cultivation
Solicitation
Stewardship
1
2
3
4
37. Sample Cultivation Plan
Prospect: Joe Generous
Connector: Suzy Cheerful
Gift Evaluation: $10,000
Interest: The Arts
Move No. 1: Make discovery visit to Joe’s office.
Move No. 2: Take Joe on a site visit.
Move No. 3: Joe has lunch with Board Chair. .
Move No. 4: Joe meets with key staff to
discuss outreach programs.
PLANS FOR THE ASK: Suzy and
Executive Director make ask to Joe
and Joe’s wife.
39. In a winning solicitation, less is more.
● The warm up (5 minutes)
● The ask (6 minutes)
● The prospect’s response
(10 minutes)
● The close and follow-up
(4 minutes)
Source: The Ask by Laura Fredricks
Getting to the Point
42. Ask Scenario No. 1
Colleen
PERSONAL PROFILE
Married with grown children,
successful business, very active
in civic life
GIVING HISTORY
$100,000 over 5 years,
5 years ago
ASK STRATEGY
$250,000 for Naming UOP
Aquatics Facility
43. Ask Scenario No. 2
Daryl
PERSONAL PROFILE
Successful CPA
GIVING HISTORY
Has made annual gifts
of $10,000
ASK STRATEGY
Planned Gift for Meals on Wheels
LOEL Senior Center ($250,000)
44. When you ask someone for
money, you are not taking
something away . . .
You are giving them
the opportunity
to feel good.
LAURA FREDERICKS
Philanthropy: A Two-Way Transaction
45. It Starts With a Phone Call
I’m serving on the board for [----------]
and I’d like to schedule a 30- to 40-minute
meeting with you to talk about
how we’re improving the
quality of life in our community.
When would be
a good time for us
to get together?
47. Your chances of getting the gift
go way up when you ask!
Eskin’s Guarantee
48. This a time of profound opportunity and challenge.
Our job is to reach out to current and prospective donors
— individuals, businesses and foundations —
and ask them to join our cause and make us
one of their top philanthropic priorities
for 2017 and beyond!
Closing Thought
The only bad ask is
the ask never made.
