Warming up to the Cold Call for Fundraising


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Warming up to the Cold Call for Fundraising

  1. 1. Warming up to the “cold/cool” call!
  2. 2. What Are We Talking About & Why <ul><li>“ Discovering ” a fresh new pool of prospects and getting in front of those individuals to “ qualify ” their ability to give. </li></ul>
  4. 4. Who are you trying to identify? <ul><li>Prospects </li></ul><ul><li>alumni, friends, companies, foundations </li></ul><ul><li>with capacity </li></ul><ul><li>to make a major gift as defined by your institution </li></ul><ul><li>and inclination </li></ul><ul><li>believing in your mission and institution and being philanthropic in nature </li></ul>
  5. 5. So Where Do Those Names To “Identify” Come From? <ul><li>Proactive research – prospects who come to your attention as a result of giving activity or your travel plan </li></ul><ul><li>Networking – names that come up in conversation, referrals from current donors or volunteers </li></ul><ul><li>Observation – individuals who you become aware of because of media coverage, their careers or lifestyle successes </li></ul>
  6. 6. A Note on… Working With Researchers <ul><li>Prospect researchers are a luxury that many SUNY campuses do not yet employ. </li></ul><ul><li>But if you don’t have a researcher… </li></ul><ul><li>what do you have to know before you make the call? </li></ul><ul><li>At a minimum: degrees, giving history </li></ul><ul><li>Better: relationships with campus – past & current </li></ul><ul><li>Best: Research! (Everyone can at least Google an alumnus or their company) </li></ul><ul><li>Remember that you are not a stalker! </li></ul><ul><li>It is creepy for your prospect if you know everything about their family tree, personal finances or academic record. </li></ul><ul><li>Let the prospect tell you about themselves. </li></ul>
  7. 7. So you have names and a destination… Cherry Picking Your List <ul><li>Begin with your best prospects and look for the cornerstone visit. </li></ul><ul><ul><li>A Major Prospect </li></ul></ul><ul><ul><li>A Major Donor </li></ul></ul><ul><ul><li>A Major Event </li></ul></ul><ul><li>Fill your schedule with prospects where you can offer a “news hook” – relevant and timely campus news. </li></ul><ul><li>Recognize that you might be the first point of contact since graduation. </li></ul>
  8. 8. Keep in Mind <ul><li>Information that makes a “qualification” visit… </li></ul><ul><li>Uncovering capacity </li></ul><ul><li>Determining inclination </li></ul><ul><li>Identifying an area of passion that fits into your funding or future needs </li></ul><ul><li>Developing timeframe for gift </li></ul>
  9. 9. Make Setting Appointments Your Priority <ul><li>Get excited about the trip! </li></ul><ul><li>Block out your travel time each month. </li></ul><ul><li>Set aside time during the week, usually several hours to devote your attention to setting up appointments. </li></ul><ul><li>If you are not having success - stop, walk away and come back another day. </li></ul>
  10. 10. A Word About Gatekeepers <ul><li>These are the people your prospects trust. </li></ul><ul><li>Make note of who answers the phone, call them by name the next time you call. </li></ul><ul><li>Respect their position and treat them with the same importance and cheerfulness as your prospect. </li></ul>
  11. 11. Allow me to introduce myself… <ul><li>Prepare a letter or e-letter of introduction stating the purpose of your visit. Or , have a brief script prepared to explain the purpose of your visit over the phone. </li></ul><ul><li>If you are new to the position attach at short biography and photo. </li></ul><ul><li>If this is the first visit with an alumnus, explain your visit in broad terms, “ I am meeting with graduates to identify individuals who are interested in helping us promote our campus through admissions, alumni affairs, fund raising, career development, athletics, and so on.” </li></ul>
  12. 12. What is “Qualification”? <ul><li>Capacity – know the types of assets that indicate wealth – it is unlikely that a donor will sell their house to make a gift </li></ul><ul><li>Inclination – are they involved/ connected </li></ul><ul><li>Passion – sources of pride that can be reinforced, revitalized or revisited </li></ul><ul><li>Timeframe – is there a compelling reason to move quickly/slowly – when is a gift likely </li></ul>
  13. 13. When you meet, what are you trying to achieve? <ul><li>Remind them about their campus experience. </li></ul><ul><li>Renew their emotional connection. </li></ul><ul><li>Update them on campus activities. </li></ul><ul><li>Determine where their passions connect with our vision. </li></ul><ul><li>Identify ongoing campus and alumni contacts . </li></ul><ul><li>Gather info to update their personal profile. </li></ul>Be prepared for questions about all aspects of the university and the community.
  14. 14. Developing a Strategy of Moves A Sample Strategy <ul><li>Invite donor to campus for tour of former residence as well as newer facilities that have come on line (July/August when unoccupied). Highlight changes that will make new facility – safer/ more attractive to recruits– Lunch with faculty master? FM should talk about programming critical to residential experience. Ask if programming is the sort of thing that alumnus might be willing to help support for the long term. </li></ul><ul><li>Not able to close? Ask if alumnus would like to come back when students are on campus to see some of the programming first hand. Ask again when on campus for second visit. </li></ul><ul><li>Suggest to alumnus how announcement can be made at reunion. Suggest insider tour for former classmates at reunion that alumnus could lead. </li></ul><ul><li>If timing needs to be extended, work toward announcement at demo event (invent demo event…) </li></ul>Alumnus has the capacity to give major gift and is eager to make donation before upcoming reunion in order to be BMOC. Speaks with fondness about time in residence – note these dorms are scheduled for demolition – mention demo plan!
  15. 15. Scheduling Calls Away From Home <ul><li>Be safe – make smart decisions about hotel location, public meeting spaces, car rental (when do the agencies really open…?). </li></ul><ul><li>Anticipate traffic. More times than not it will take you an hour to get from appointment to appointment – regardless of what MapQuest says! @##$$#!!!@ </li></ul><ul><li>If your cornerstone visit will give you 2 hours, you want to be able to take it! </li></ul><ul><li>3-4 calls a day is a lot! You will get tired! </li></ul><ul><li>And your plane will be late, so don’t book your first visit when you think you are going to arrive! </li></ul>
  16. 16. Follow Up and Record <ul><li>After three attempts to contact, move on. </li></ul><ul><li>Note your progress in your alumni database - record that a contact or an attempt to contact was made. </li></ul><ul><li>If a donor declined, record their reason. </li></ul><ul><li>For those who you suspect have an interest and can’t meet during this trip, flag for future trips. </li></ul>
  17. 17. QUESTIONS