Fundraising best practices for asking donors for gifts
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Apresentação de John Greenhoe, realizada durante o Festival ABCR 2017, em São Paulo, entre os dias 17 e 19 de maio de 2017.
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Fundraising best practices for asking donors for gifts
- 1. John Greenhoe, CFRE Asking for Gifts
- 4. What’s The Big Deal? • Asking Not Hardest Part of Fundraising • Gets Better with Practice • Just Do It!
- 5. Questions • When Is the Right Time to Ask? • Who Should Ask? • How Much Should We Ask For?
- 6. When? • Get Experience, “Feel” for Right Timing • When in Doubt, Ask!!!! • Ask for Permission – If This is a Good Time – If This is the Right Project
- 7. Who Asks? • Board Member/Volunteer? • Friend of Donor? • CEO/Executive Director? • Fundraiser/Development Officer?
- 8. Amount? • Look at Donor’s Current Giving – 10 to 20 x Annual Gift • “Peer” Ask – How Much is Friend/Volunteer Giving? • Research – Electronic Resources – Volunteer Screening
- 9. When You Are Ready • Pre-Solicitation • ‘Would it be all right for me to bring you a proposal?” • Ask Without Asking
- 10. Anatomy of a Solicitation Call 1. Greeting/Small Talk 2. Present Case for Support 3. ASK 4. Field Questions/Objections, Follow Up
- 11. Greeting/Small Talk • Build Comfort/Familiarity • Touch on Family, Personal Interests • Show You Know Them • Hopefully, They Trust You
- 12. Case For Support • Description of Program/Project • What Problem(s) it Will Solve – Ground Level and 30,000 Feet • Why You are Qualified to Solve It
- 13. Case For Support • What You Will Do • Outcome/What Will Be Different • Opportunities for Donor
- 14. Ask! • Eye Contact • Deliberate, Confident Delivery “Would you consider…” “Will you help us…”
- 15. Ask! • SPECIFIC Amount • SPECIFIC Purpose • SILENCE
- 16. Ask! • Listen for Questions/Concerns • Address Directly or Promise to Get Answer • Determine Opportunity to Follow Up
- 17. Follow Up • Leave Proposal with Donor or Promise to Send Proposal • Specific Follow Up – Not Vague • “Could I Check In With You in a Week to See if You Have Questions?”
- 18. What if They Say No? • Might Only Mean “Not Now” • Keep Conversation Going • Break Down Ask – Wrong Project? – Wrong Amount? – Wrong Timing?
- 19. What if They Say Yes!!? • Thank Them!! • Document Gift/Agreement • Reiterate Purpose of Gift • Arrange Personal Thanks (CEO, Bd Chair)
- 20. What if They Say Yes … • …To A Much Lower Amount? • THANK THEM! (Appreciate the Gift) • Return Later for Additional Support?
- 21. A “Bad” Ask? • No Such Thing • What Did You Learn? • What Will You Do Differently?
- 22. Nothing Ventured … “Never let the fear of striking out get in your way.” -Babe Ruth
- 23. Thanks! John Greenhoe, MA, CFRE greenhoej@gmail.com Twitter: @jjgcfre Book: about.me/johngreenhoe
Editor's Notes
- A lot of discussion on this one. I can be a great idea to have a volunteer or board member, or a colleague of the donor to ask for the gift. But, if the friend or volunteer is uneasy with the task, it’s not a good strategy. Also, some volunteers do not like the idea of soliciting their friends. Likewise, some Executive Directors are great as asking for money, but others would rather focus on service delivery. My observation is that major gift fundraising is increasingly staff driven, because in many cases the development officer will make the ask. It is their full-time job.
- The New Engagement Cycle – More Purposeful, Making Sure all the Needs are Addressed, the Negotiation can take take time. Important to get the ask out there as soon as the time is right, and work toward closing the gift
- 1) Would consider a gift of $25,000 to provide for the emergency needs of our foster youth 2) That’s a lot of money. I’m not sure that I can do that 3) Keep in mind you can make the gift with a multiple year pledge