making better fundraising asks - eisenstein - fundraising … · 2019-01-29 · í l î õ l î ì...
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Amy Eisenstein www.amyeisenstein.com 1
How to Make Better Fundraising AsksHow to Make Better Fundraising Asks
Amy Eisenstein, ACFRE
AmyEisenstein.com
MasteringMajorGifts.com
CapitalCampaignToolkit.com
and Get Donors to Say “Yes!”
Sample Gift Table: $100K
Number of Gifts
Number of Prospects
Gift Amount
Total Gifts (at each level)
CumulativeGifts
Percent of Goal
1 3 $20,000 $20,000 $20,000 20%
2 3 $10,000 $20,000 $40,000 40%
3 10 $5,000 $15,000 $55,000 55%
6 15 $2,500 $15,000 $70,000 70%
15 50 $1,000 $15,000 $85,000 85%
30 50 $500 $15,000 $100K 100%
© 2018 Amy Eisenstein, ACFRE
Metrics Too Conservative
Too Aggressive
$’s Requested $100K $100K
$’s Received $100K $10K
Asks Made 10 10
Gifts Received 10 2
Track Your Asks
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Why Are You Asking?
What’s the impact?
How are we different or unique?
Why now?
Nonprofit Fundraising
Cycle
© 2018 Amy Eisenstein, ACFRE
IdentificationStep 1
CultivationStep 2
SolicitationStep 3
StewardshipStep 4
Start in Your Database
LargestLoyalPhilanthropic
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Access Belief Capacity
A B C
Ask the Right People
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1Community Members
Good Prospects
Best Prospects
54321
Ca
pac
ity
Sc
ore
Affinity Score (A&B)
Suspects
© 2018 Amy Eisenstein, ACFRE
Nonprofit Fundraising
Cycle
IdentificationStep 1
CultivationStep 2
SolicitationStep 3
StewardshipStep 4
© 2018 Amy Eisenstein, ACFRE
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Listen and Learn
Why does your donor care?
What would motivate them to do more?
What would make a bigger gift possible?
On a scale of 1 – 5, how important (to you) is our mission/work/charity?
How important is our organization compared with other organizations you support?
How likely are you to make a leadership level gift?
What type of impact would you like to have?
Can we meet again so I can ask for your financial support in the near future?
Sample Questions
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Nonprofit Fundraising
Cycle
IdentificationStep 1
CultivationStep 2
SolicitationStep 3
StewardshipStep 4
© 2018 Amy Eisenstein, ACFRE
The CriticalConversation
© 2018 Amy Eisenstein, ACFRE
Change your mindset:
When you fundraise correctly,
you’re not “taking” money from people,
they are giving it with JOY!
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© 2018 Amy Eisenstein, ACFRE
Demonstrate ImpactDemonstrate Impact
Do you want to help keep kids safe after school?
Do you want to help protect animals?
Do you want to provide education?
Do you want to help find a cure?
Ask “Yes” Questions
“I don’t love asking for money, but I do love helping children.”
Admit your discomfort, and put everyone at ease.
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Ask for What You Need
Show Urgency, Not Desperation
Show Urgency, Not Desperation
© 2018 Amy Eisenstein, ACFRE
We would like to ask you to keep kids safe after school by considering a gift in the range of $ __________to support our ________________
(programs or services)
“”
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Using a variety of assets… usually cash, plus planned gifts.
Blended gifts enable donors to give more than they would with cash alone.
Blended Gifts
Stock
Bequests
Charitable Gift Annuities
Life Insurance
Retirement Funds
Real Estate, Artwork, Jewelry, etc.
Types of Assets
Transition to Blended Gift When You Hear…
• That’s a lot of money• I wish I could• I’m living on a limited income
Phrases to Listen For
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Let me ask you a question… Did you know you could make a gift and increase your annual income?
Have you ever considered a bequest, a gift of stock, or a charitable gift annuity?
That reminds me of a donor who wanted to have a big impact, but needed to consider other assets to achieve her philanthropic goals…
Transition to Blended Gifts
Don’t give legal or financial advice.
You are not an accountant, a lawyer
or a financial planner.
Have donors consult their own advisors.
Caution!
What happens the next morning?
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No doesn’t mean NEVER, it simply means,
not TODAY.
To get weekly fundraising tips, sign up at:
www.AmyEisenstein.com
Mastering Major Giftswww.masteringmajorgifts.com
Capital Campaign Toolkitwww.CapitalCampaignToolkit.com
Thank you!
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