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Mastering the Language of Major Gifts

More than Making an Ask

Mary Galloway

Teresa Kash Davis

Learning Objectives

Strengthen relationships and secure meaningful gifts through

• Improved proposals and written communication

• Enhanced conversations and presentations

• Adapted behaviors and non-verbal habits

Mastering Written Language

• Thank you notes & Emails

• Proposals

Mastering Written Language

John

Thank you for your gift to Berea

College. It will definately will be put

to good use. Would love to come visit

you in California. Let me know.

Mary

Mastering Written Language

• Warmly formal

• Specific

• Affirming

• Communicates Impact

• Engaging

• Opens the door to a visit

Mastering Written Language

Dear Mr. Smith,

Thank you for your generous gift of $1,000 to Berea College. You are

now part of a 160-year tradition of providing educational

opportunities to students of great promise and limited means.

Welcome to the Berea Family!

Your gift through the Berea Fund will help complete tuition funding

for students like Isaac from Louisville, KY. His dreams of becoming a

physician are in reach, thanks to you.

It’s the Berea Way to thank our friends in person. As the liaison for

California, I hope we can meet soon. I’d love to learn about your

interest in the College and share more about the impact of your

generosity.

Warm regards,

Mary

Mastering Written Language

Mastering Written Language

Jane,

Thank you for lunch. The meal was

delicious. I had the best time. Let’s do

it again soon!

Hugs,

Teresa

Mastering Written Language

• Advances the relationship

• Personal and donor-focused

• Communicates warmth while maintaining professionalism

Mastering Written Language

Dear Jane,

Thank you for sharing your time with me last week. I was so

pleased to learn about your positive Berea experience and all

you’ve accomplished since. You’ve carried the Berea spirit with

you in your work and service to your community. Your passion

for helping others is an inspiration!

Thank you, too, for considering including Berea in your estate

plans. Under separate cover, I will mail more information you

can share with your attorney. For now, I send my best wishes for a

Merry Christmas to you and Fluffy!

Warmly,

Teresa

Mastering Written Language

• Additional tips for emails

– Eliminate typos

– Avoid jokes and political commentary

– Watch out for attachments

– Use white space effectively

Mastering Written LanguageDear [INSERT NAME]

Hello from beautiful Berea College!

As the first interracial and coeducational college in the South, Berea has a longstanding tradition of diversity, social justice, environmental responsibility, and community service as well as a record of high academic standards and impressive achievements. You’ve supported us in these efforts over the years, and it would be my pleasure to host you for a campus visit, so you can see your investment at work and experience for yourself what makes Berea a college unlike any other.

Every semester at Berea offers exciting and stimulating speakers, concerts, programs, and events. Below is just a sampling of what’s happening on campus this semester. Perhaps you’d like to visit during one of the events?

• September 9 — Faculty members Javier and Lindsay Clavere perform a Clavere Duo concert on the College’s new Steinway Grand piano.• October 26-29 — Celebration of Traditional Music• November 18 — Berea’s Homecoming Basketball Game. This is Berea’s first year as a member of the NCAA Division III.• December 1 and 2 — Berea’s Annual Christmas Concert. Last year’s concert was filmed and broadcasted nationally on CBS!

– Friday, December 1 Livestream– Saturday, December 2 Livestream– Both links should go live at ~ 7pm. The concerts start at 7:30pm each night.

In addition to the events, you could enjoy a student-led historical tour of campus and students crafts, explore hiking trails in our 9,000-acre College Forest, or pay a visit to the College Farm. Take a birds-eye tour.

And while you’re here, you can explore the community of weavers, furniture artisans, jewelry designers, glass workers, potters, painters, sculptors, and musicians that call Berea, Kentucky home.

Where to stay? While there are many local options, I’d suggest you consider Berea College’s Historic Boone Tavern Hotel and Restaurant. It’s located right on campus and offers a full restaurant. Special note—all of the guest room furniture is made by students in the College’s Student Crafts Program.

With so much to see and do, I’d be happy to plan a custom itinerary for you!

Please do let me know if you’re interested in visiting. We have 1,600+ students waiting to meet you.

My best,

Lisa Berry

Mastering Written Language

• Texting– DO

• Ask donor’s preference

• Use for logistics

• Use when time is sensitive

• Proofread when using voice-to-text

– DON’T• Overuse emojis or use text-speak

• Substitute for email

• Attach the wrong picture!

Mastering Written Language

• Alumnus/alumna/alumnae/alumni

Mastering Written Language

• Proposals

– Commit the time

– Focus on the donor and the specific gift

– Celebrate relationship with institution and past support.

• Recognize milestones & set benchmarks

– Convince them they are the right person

Mastering Written Language

• Proposals

– Communicate transformation

– Inspire and evoke emotion

• Action words

• Emotion words

Mastering Written Language

• Action Words• Transcend• Overcome• Excel• Achieve• Aspire• Collaborate• Influence• Unlock• Experience• Transform• Serve • Connect

• Build• Sustain• Consider• Engage• Participate• Facilitate• Fulfill• Strengthen• Extend• Provide• Accomplish• Celebrate

Mastering Written Language

• Emotion Words• Legacy• Commitment• Impact• Quality• Leader• Success • Partner• Inspiration• Critical• Influence• Trust• Belief

• Hope• Faith• Family• Community• Opportunity• Connection• Mission• Future• Investment• Outcomes• Joy• Resilience• Transformation

• Loyalty• Philanthropy• Unity• Vision• Your story• Perpetuity

Mastering Verbal Language

• Phone calls

• Conversations

• Speaking Style

Mastering Verbal Language

• Phone calls

– Energetic, upbeat and positive

– Slow down and avoid distraction

– Use voicemail to your advantage

Mastering Verbal Language

• Phone calls

– Overcoming call reluctance

• Identify source of reluctance

• Make a thank you call first

• Script yourself

• Remember the upsides

• Share success stories

Mastering Verbal Language

• Conversations

– It’s not about you!

• Celeste Headlee: 10 Ways to Have a Better Conversation

– Donors must do 75-80% of talking

• Ask strategic questions

Mastering Verbal Language

• Conversations

– The Seven Powers of Questions, Dorothy Leeds

• Demand answers

• Stimulate thinking

• Give us valuable information

• Put you in control

• Get people to open up

• Lead to quality listening

• Get people to sell themselves

Mastering Verbal Language

• Conversations

– “What do you want to accomplish with your money that’s meaningful to you?” – Advancement Resources

– “Do you view yourself as a philanthropist? What stands in the way of you becoming a philanthropist?”

– “What’s been your greatest professional accomplishment?”

Mastering Verbal Language

• Conversations

– “Tell me about [special person]. What was he/she like?”

– “How does your family feel about your relationship with Berea? Is there something I can do to help?”

– “How can I be your best partner? How can I improve? What did the previous GO do that I should emulate?”

Mastering Verbal Language

• Conversations

– Use other donors as examples

– Develop your transitions

• Use milestones

• Set expectations early on

Mastering Verbal Language

• Speaking Style

– Modulate your voice and enunciate

– Avoid or explain jargon

– Eliminate speech disfluencies

– Accommodate donors who are hard of hearing

Mastering Verbal Language

• Speaking Style

– Don’t assume informality

– Pass the child test

– Change your internal language

Mastering Nonverbal Language

• Body Language

– Follow donor lead

– Practice mirroring

– Avoid power postures

Mastering Nonverbal Language

• Body Language

– Head

– Shoulders

– Knees

– Toes

Mastering Nonverbal Language

• Body Language

– Physical touch

– Establish boundaries

Mastering Nonverbal Language

• Body Language

– Carry folder or portfolio

– Don’t look at watch or phone

– Maintain your energy

Mastering the Languageof Major Gifts

Practice!

Thank you for attending!

Please remember to complete the evaluation form of this session and turn it in to our moderator or at the conference registration desk.

Enjoy the rest of the conference!

We’d love to hear your questions or suggestions.

Mary Galloway859-985-3617

[email protected]

Teresa Kash Davis859-985-3132

[email protected]