Find out how to turn your development office into a money-raising machine.

1. Hello
and
Welcome!
25 Year Veteran
Monthly Webinars
Weekly Newsletter
Guidestar Columnist
Blog Resources
“Fired-Up Fundraising”
1
Gail Perry CFRE
Consultant, Coach,
Author, Speaker

2. Gail’s
Next
Webinar
Dec.
7
Last
Minute
Holiday
Giving
Strategies
to
Put
Your
Over
Goal
• Help
you
maximize
those
last
two
days
of
the
year
when
on-­‐line
giving
spikes.
• Exactly
what
to
say
in
your
year-­‐end
appeals.
• Who
makes
last
minute
gi>s,
and
what
they
want
to
hear.
•
Specific
strategies
that
are
proven
to
work
at
the
very
end
of
the
year.
• Last
minute
tweaks
to
your
web
site
to
strengthen
your
call
to
acDon
and
your
last
minute
gi>s.
2

3. Housekeeping
• Use
headphones
for
best
sound
• Call
KrisJna
334-­‐246-­‐1712
if
you
need
help:
• Use
an
ethernet
cable
instead
of
wireless.
• Shut
down
Internet
programs
(email,
instant
messaging,
browsing,
uploads/downloads)
• Switch
to
the
phone
number
(may
be
a
toll
call
depending
on
your
calling
plan)
3

4. Send in Your Questions
at Any Time
4

5. Big
Money
Thru
Major
Gi[s
What
You’ll
Get
Today
• How
to
turn
your
development
office
into
a
money-­‐raising
machine.
• How
to
get
the
most
out
of
your
limited
Jme
and
staff.
• My
personal
secrets
and
techniques
that
have
helped
me
raise
hundreds
of
millions.
5

6. Why
Focus
On
Major
Gi[s?
Cost
per
Dollar
Raised
EVENT
50%
ANNUAL
FUND
30%
MAJOR
GIFT
OR
CAPITAL
CAMPAIGN
10%

7. 7
Narrow,
narrow,
narrow
down your
focus
(especially if
you are small)

8. The Major Gift Process
THANK THANK
THANK AGAIN
CULTIVATE AND
INVOLVE
ASK FOR
SUPPORT
IDENTIFY
PROSPECTS
8

9. Overview of a Major Gift
9

10. 5
Simple
Steps
to
Major
Gi[s
10
Major
Gi[s
Ask
CulJvate
Prospects
Tell
Your
Story
Track

11. Step
1:
Tell
Your
Story
– Who?
– What?
– Why?
– SIMPIFY,
– Simplify
– Simplify

12. Your
Story!
• POSITIVE
big,
bold,
exciJng,
meaningful.
• EmoJonal
appeal.
• Not
about
bricks
and
mortar,
what
happens
inside.
• Urgency!
• “If
you’re
fired
up,
you
can
ask
anybody
for
anything!

13. Step
2:
Your
Prospect
List
13

14. Who Are Your Prospects?
• Current Donors – giving
has jumped
• Former Donors
• Former board members
• People you know are
interested in your cause
14

15. How
to
Analyze
Your
Prospects
PotenJal
and
Likelihood
15

16. 16
Ability
$$
Likelihood

17. Prospect
RaJng
Chart
How
Much
is
Your
Prospect
Base
Worth?
Ability:
Likelihood:
A:
$1
million
D:
$25k
–
99K
1
=
high
B:
$500k
E:
10K
–
25K
2
=
medium
C:
$100k
-­‐
$500k
F:
$1k
-­‐
$10k
3
=
low
17

18. How
to
Set
Your
Goal
•
Add
up
your
potenJal
• Cut
it
by
1/3
• That’s
how
much
you
can
raise
18

19. Leverage Your Board’s Contacts
19

20. Give
All
Board
Members
Jobs
• Those
That
Can
Ask
Must
Ask
• Small
socials
• Host
Tours
• Advice
Visits
and
CulJvaJon
Calls
• Thank
You
Visits
• Accompany
You
on
Calls

21. Assign
Natural
Partners
• A
Team
• Who
Knows
Prospect
Best?

22. Step Two: Cultivation
22

23. From a Suspect to a Prospect
The Discovery Call
• Call to ask for appointment
• Call to say thank you
• Call to invite them to an event to learn more
23

24. How to Find Out What Turns
Them On? Ask!
• “I’d love to hear why you chose to give.
• “What inspired your gift?
• “Would you be willing to have coffee with me,
I’d love to understand your story
• “Mr. Jones, you’ve been a donor all these
years. My job is to know our patrons . .
24

25. Donor Conversation:
What Are Your Impressions?
25

26. What Exactly Does Cultivation
Look Like?
• Involve
• Connect over and over
• Face time
26

27. 27
Custom Strategies for Different
Types of Donors

28. Listen Your Way to the Gift
When in doubt, shut up!
28

29. When I get ready to talk
to people,
I spend two thirds
thinking about what
they want to hear . . .
and one third thinking
about what I want to
say.
Abraham Lincoln
29

30. Learn As Much as Possible
About Mr. Prospect
Hobbies, interests, religion,
honors, recognitions,
business, giving history, hot
buttons, involvement history,
family contact history
30

31. Cultivation He Will Enjoy!
• One on one personal visits
• Ask to serve on your board
• Meet with your CEO
• Honor him
• Private tours
• Ask to host major donor
events
31

32. The whole point of cultivation is to
get your prospect as passionate
about your project as you are.
32

33. The Advice Visit
If you want
money, ask for
advice.
If you want
advice, ask for
money!
33

34. Ask Warm Up:
When Is He Ready and Will He Give?
• “You’ve been so involved in our cause, are you ready to
talk about your campaign gift?”
• “We’d like to come talk to you about an important project at
our organization.”
• “If you were to make a major gift, where would you want to
focus?
• “Of all the things we do, what appeals to you most”
34

35. Reconnaissance: 7 Questions
Is He Ready To Be Asked?
• Who Asks?
• Use a team
• Who is asked?
• Couple together? Their
kids? Their parents?
35

36. Reconnaissance
• When?
• Where?
• Amount?
• Values?
• Project?
36

37. Steps in the ASK
• Warm Up – Social Conversation
• Tell your STORY
• ASK by Presenting the Opportunity
(always specific amount – specific purpose)
• Donor’s Response - Discussion
• Closing, Set Followup Steps
37

38. Volunteer Can Say:
38
• “Join with me to make this happen.
• I support this group and it’s worthy and deserving of your
support as well.
• I’ve made a five year pledge to this group because I want
to invest in its future. Please join me and other top
supporters and consider making a gift now. Our combined
support will be no less than transformational.”
Laura Fredricks, “The Ask – how to Ask Anyone for
Any Amount for Any Purpose”

39. The Ask- Don’t Forget:
• Would you consider a gift of xxx for yyyyy?
• Specific amount for specific purpose
• What will the gift be used for?
• How many other gifts are at this level? And who gave them?
• Why the gift is needed now?
39

40. Basic Pointers for ALL ASKS
EMOTION They are Flattered when you ask
Personal Vision POSSIBILITIES
satisfaction JOY!
40

41. Listen Your Way to the Gift
• Use your radar and focus on the donor’s
body language
• Note the donor’s questions
• Anticipate the donor’s reaction and plan for it
• Never ever be aggressive or too salesy!
• Thoughtfully respond to each concern
41

42. When to Shut Up
42

43. Wrapping Up The Ask
Discussion
• Set your time for following up –
exactly when
• Repeat the gift amount, purpose
and benefits of the gift
• Be positive and upbeat
• Thank the donor for listening and
considering
• Remind the donor what’s at stake
43

44. “NO” Means. . .
“Not Now”
44

45. The Ask Followup
• Get back in touch
cheerfully and often.
• Followup letter – keep the
momentum and sense of
urgency.
45

46. Step 5: Create and Enforce A
Management System
1. Your Team
2. Monthly Strategy Session
3. Moves Management
46

47. Monthly Strategy Session
1. Review the prospect list.
2. What happened?
3. Anything new to add?
4. Create new strategies.
5. Assign next steps.
47

48. Set Priorities With
Moves Management
1. ID Top 10 = Once a month
2. ID Next 20 = Every 2 months
3. ID Next 30 = Every 3 months
48
Reevaluate and reorder your list monthly

49. Thank you!
How to Raise As Much $ As Humanly Possible
1. Step One – Craft Your Story
2. Step Two – Narrow Down Your Prospects
3. Step Three – Cultivate - Warm Up Your Donors
4. Step Four – Ask - Tell Your Story and Present the Opportunity
5. Step Five – Create A Management System and Enforce It
49

50. Gail’s
Next
Webinar
Dec.
7
Last
Minute
Holiday
Giving
Strategies
to
Put
Your
Over
Goal
• Help
you
maximize
those
last
two
days
of
the
year
when
on-­‐
line
giving
spikes.
• Exactly
what
to
say
in
your
year-­‐end
appeals.
• Who
makes
last
minute
gi>s,
and
what
they
want
to
hear.
•
Specific
strategies
that
are
proven
to
work
at
the
very
end
of
the
year.
• Last
minute
tweaks
to
your
web
site
that
will
strengthen
your
call
to
acDon
and
your
last
minute
gi>s.
50

51. Sign
Up
For
My
Newsleper
Free
Audio
Download:
Asking
for
Gi>s,
How
to
Never,
Ever
Get
Turned
Down
www.gailperry.com
Join
me
on
December
7!
Last
Minute
Strategies
for
Year
End
Fundraising