fundraising around the campfire it does not have to be a scary story november 14, 2011 doris...
TRANSCRIPT
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
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 DON’T GIVE?
They don’t feel connected to the cause
The timing is wrong
THEY ARE NOT ASKED!
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’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
“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
“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
“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
“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