FUNDRAISINGAROUND THE CAMPFIRE

It Does Not Have to be a Scary Story

November 14, 2011Doris Feinberg, CFREPresidentThe Prospero Group, LLC

DEVELOPMENT VS. FUNDRAISING

IDENTIFY

SOLICIT

FUNDRAISING

CULTIVATE

IDENTIFY

SOLICIT

DEVELOPMENT

VS.

Donor FocusedFundraising

FIVE “I”s OF DEVELOPMENT

Prospect

Funder

Investor

WHY PEOPLE DO GIVE?

Appreciate the experience

To help solve a problem

Desire to get more involved

To belong or be recognized

Sense of community

For the person who is asking

To pay tribute to someone

Tax considerations

Tzedakah

WHY PEOPLE DO GIVE?

WHY PEOPLE DO NOT GIVE?

WHY PEOPLE DON’T GIVE?

They don’t feel connected to the cause

The timing is wrong

THEY ARE NOT ASKED!

STEWARDSOLICITCULTIVATEIDENTIFY

MAJOR GIFTS SEQUENCE

MAJOR GIFTS SEQUENCE

Association with organization

Giving history

Capacity/giving potential

Data mining

Special areas of interest

Other charitable interests

Relationships with other organizations

STEWARDSOLICITCULTIVATEIDENTIFY

MAJOR GIFTS SEQUENCE

Regular touch points to deepen affinity

Volunteer involvement

Ongoing communication

Prospect education

STEWARDSOLICITCULTIVATEIDENTIFY

MAJOR GIFTS SEQUENCE

Practiced solicitation strategy

Specific ask amount

Face-to-face = best results

STEWARDSOLICITCULTIVATEIDENTIFY

MAJOR GIFTS SEQUENCE

Consistent acknowledgement

Regular communication

Emphasize impact

STEWARDSOLICITCULTIVATEIDENTIFY

THE ART OF THE ASK

Conducting Face-to-Face Solicitations

“No one has ever become poor by giving.”Anne Frank

BEFORE YOU BEGIN

Make your own gift

Identify and start with your “best” prospects

Hone the strategy

Know ask amount and commit to that ask

Review the appropriate method of giving

SECURE THE APPOINTMENT

Send a letter or short note to let the donor know you will be calling

Include brochure or other collateral material with letter

Smile when you pick up the phone

Only request the appointment – this is not the time to solicit

Suggest a meeting time and place/provide 2-3 dates and locations for the appointment

• Possible locations: prospect’s office or home, camp, neutral place

Invite spouse or partner, if appropriate

Avoid further discussion and end the call

5 ELEMENTS OF THE FACE-TO-FACE MEETING

Engage the donor

Make the case

Negotiate

Manage objections

Close

ENGAGE THE DONOR

Acknowledge past support, if appropriate, and/or support of other organizations

Find common bond

Ask open-ended questions: “What particularly touches you about your children’s camp experience?”

Listen carefully!

Acknowledge understanding of the response by incorporating the donor’s words into yours.

ARTICULATE THE CASE

Describe the vision

Highlight the case for giving

Link donor’s values to benefits

Emphasize impact of leadership giving: “Your contributions and those of others…”

MAKE THE “ASK”

Invite donor to join with you in making an impact

Request a specific amount

“I hope that you will join with me and others who deeply care about camp by considering a gift of $________.”

Be quiet!

MANAGE OBJECTIONS

“I’LL THINK ABOUT IT…”

MANAGE OBJECTIONS

“I’m glad you will as this is a serious request.”

“What other information might you need to make a decision?”

“Why don’t I/we step out of the room for a few minutes to give you some time to think about/discuss the request?”

“Let’s set a date for (next week) after you’ve had time to think.”

“I’LL THINK ABOUT IT…”

MANAGE OBJECTIONS

“I NEED MORE TIME…”

MANAGE OBJECTIONS

“If important people like you wait, what about all the others we have to reach? Your leadership will help others to follow.”

“What information are you missing that would inspire you to make a decision now?”

“I NEED MORE TIME…”

MANAGE OBJECTIONS

“I DON’T LIKE BEING TOLD

HOW MUCH TO GIVE…”

MANAGE OBJECTIONS

“We have to start somewhere. Now, let’s talk.”

“I’m asking you to consider a meaningful gift.”

“If community leaders did not lead the way where would we be today?”

“I DON’T LIKE BEING TOLD

HOW MUCH TO GIVE…”

MANAGE OBJECTIONS

“YOU’RE ASKING FOR

TOO MUCH…”

MANAGE OBJECTIONS

“There are very few in our camp community in the fortunate position to be able to consider such a major gift.”

“If, indeed, this gift will impact your lifestyle, please do not agree to this gift level. But, if it will not significantly do so, it will certainly impact the future of our camp.”

“YOU’RE ASKING FOR

TOO MUCH…”

MANAGE OBJECTIONS

“NO”

MANAGE OBJECTIONS

“Thank you for considering our request and for your time.”

(If you’re not clear about the reason) “It would help us if we had a better understanding of your reasons.”

“I’d like to stay in touch to keep you updated about our project, and hope that you will consider giving at another time.”

“NO”

MANAGE OBJECTIONS

REMEMBER

Address the objection, don’t fight the person

Compromise on minor objections to make major goals

Avoid who is right, stress what is right

Identify honest objections that are valid

Convert objections into questions

Dramatize cost if solicitation fails

Use the Feel…Felt…Found technique – “I understand how you feel. I felt that way too until I found out…”

SolicitorDonor

Prospect

Prospect

DonorProspect

Prospect

DonorProspect

Prospect

“How would you like to triple your gift without spending an extra penny?”

LEVERAGE GIFT

Report your results to appropriate individual

Send a short, hand-written note

Provide additional materials to donor (especially if requested)

Call donor with an invitation to attend an event or join a committee

Remember: stewardship is an ongoing process

FOLLOW UP

ONGOING STEWARDSHIP

PURPOSE

Donors remain connected to their investment

Ongoing communication encourages ongoing support

IMPACT

Donors are more likely to share the camp’s story with others

It costs less to retain current donors than to find new ones

Losses of current donors can cancel out gains from new donors

WORDS OF WISDOM

People do not give if they are not asked – losing a gift by not asking is worse than asking with no result

Don’t ask anyone to do anything you haven’t done yourself, i.e., make your own gift first

Don’t ask people to give until it hurts; ask them to give until it feels good

People are not insulted by being asked for too much

Talk about the camp’s excellence/value – people want to give to success and be associated with winners