This document provides guidance on conducting a major gift solicitation in 5 steps: 1) Identify prospects using wealth screening and giving history. 2) Inform them about the organization's mission through meetings and materials. 3) Involve prospects by engaging them in activities and discussions. 4) Inspire them with the vision for the future. 5) Ask directly for a major gift to support the work. Prospects should move through an organized "pipeline" involving various pre-solicitation contacts before being directly asked for a major commitment. Meetings should involve listening to understand prospects' interests before making a clear "ask" for a specific major gift.

1. The Comprehensive Ask

2. Three Key Gift Categories
1. Annual Fund Gifts
 For this year’s operations and Gap
1. Major Gifts
 For 1-5 years
 Usually for capital needs
1. Planned Gifts
 Long term
 Usually to build endowment
Sales Cycle lengthens with each gift level

4. Our Goal:
To inspire our Prospects to make a commitment
to all three categories

5. 5 Steps to a Major Gift
Identify
Inform
Involve
Inspire
Ask for the Investment

6. Identify: Build Your Pyramid
Use wealth screening and giving history
Engage a few “people who know everyone.”
Build from the top down
Top 10…20…100

7. Get Organized
• Excel File for tracking
• Prospects by hierarchy
• They become committed or pending
• Hard copy files on each prospect
• Gameplan:
– Steering committee
– In-town/out-of town

9. The most successful solicitation meetings
are with those who feel involved

10. Opportunities to Involve
 One-on-one meetings
 Focus groups
 Surveys
 Board Sub-Committees
 Ad Hoc Task Forces
 School events
 Ask questions, listen, engage, follow-up

11. Securing a Face to Face Visit
Avoid “cold calling”
Push prospects into a solicitation “pipeline”
in a controlled manner (10-20 at a time)
Schedule after a pre-call activity:
– Pre-call event
– Pre-call mailing

12. Scheduling Appointments
Be cheerful…and persistent
Prepare script outline
Use appointment setting/contact sheet
Ask to “compare calendars”
Calling “for the Head of School”
Use Email when appropriate
Ask for help from board/steering committee
Confirm the day prior

13. Solicitations
 Usually conducted by the Development Director and
President
 Others if necessary/beneficial (Board Member), but limit the
solicitation team to two
 Complete a solicitation prep sheet and plan the structure of
the meeting (who will make the ask)
 Ensure you include the prospect’s husband or wife if
appropriate
 Conduct visits in a professional setting: School is best.
Restaurants are least desirable.

14. Scenarios
 Incoming Freshmen parents with Major Gift potential
 $1,000 per year Annual Fund Society Member with Major
Gift potential
 $100 per year Annual Fund donor with no Major Gift
potential

15. Open
 “What did you think of the event?”
 “How did you like the video?”
 “What do you think of our case for support?”
 “What do you think of our plans?”
 ASK…LISTEN…OBSERVE…

16. Engage
Be careful of the talk/listen ratio. Should be
40% - 60% minimum.
Use a one-minute case for support.
Show plans, timeline, pyramid & progress.
Educate on the Annual Fund, Capital needs,
and Endowment goal.
Use the sales materials.
Ask for reactions, input, etc.
Handle challenges or concerns.

17. Ask
• “I have a proposal I’d like to share with you.”
• Be specific
• “Would you consider…
– …naming one of the new labs?”
– …stretching to the “leadership level” over a five-year
pledge period?”
– …remembering our school in your estate planning?”
STOP…LISTEN…
ThenThen respond.

18. Close
• “I’m not sure what we can do.”
• “We already have two big pledges going.”
• “I’m not sure that science is our area of interest.”
• “That was more than I was thinking.”
• “You really should be talking to the older (or
younger) alums; they have the money.”

19. No-No’s
• Immediately after the “ask:”
“But if that’s more than you were thinking…”But if that’s more than you were thinking…”
• Bringing along a printed proposal.
• Looking at your watch (bad body language!).
• Cell phone on, or other distractions.
• Over-selling (Know when to stop).
• Rushing or dominating the meeting time.

20. Follow-up
• Complete a call report.
• Send a follow up letter (proposal?), and a
hand written thank you card.
• DO what you said you would do…
• Call to close as scheduled.
• Send quarterly updates.
• Provide ongoing stewardship opportunities.

21. Have Confidence!
Your school’s mission is compelling
Your vision of the future is inspirational
Your plans will improve your students educational experience
Your graduates will make the world a better place