Major Gift Fundraising and the Leadership Volunteer

What is major gift fundraising?

Thoughtful rather than impulsive Investment rather than gift Community good rather than WIIFM Values rather than duty based Personal relationships, rather than

mass marketing

Who gives?

What do they give to?

Why Volunteer Leaders?

Extend staff resources Expand the philanthropic network Extend the knowledge base Are more likely to make meaningful

gifts Bring credibility to the ask

“I’m afraid to ask…”

Most people don’t give unless they are asked.

Donors expect and even look forward to it. An invitation, not a sale. What will be the result if you don’t ask?

Not Asking Insures Failure

“You miss 100% of the shots you don’t take.”

–Wayne Gretzky

Volunteers and the Five I’s.

Identify Inform Interest Involve Invest When “you” becomes “we”

Identify

Review lists Provide contacts

Inform

Discussions with friends Small groups Large gatherings

Interest

Answer questions Take suggestions Note and report interest

Involve

Serve on committees Make calls Host small events

Invest

Accompany a professional or other volunteer on a call

“Witness” for the station Ask

Why people give

The Seven Faces of Philanthropy

Russ Alan Prince & Karen Maru File

Twelve firms studied the characteristics of 218 charitable donors.

Discretionary income >$1 million who had made gifts >$50,000.

The Seven Typologies

Communitarians: “Doing good makes good sense.” 26% of givers Often local

business owners Don’t just give, get

involved Benefit is the

network

Devout: “Doing good is God’s will.” 21% Give 94% to

churches Investor: “Doing good

is good business.” 15% One eye on the

cause, and one on taxes

Give broadly

The Seven Typologies

The Socialite: “Doing Good is Fun.” 11% of givers Enjoy social

network Special events Not board members Arts and education

Altruist: “Doing Good Feels Right” 9% The Selfless Donor Moral imperative Tend not to serve

on boards Give more to social

causes

The Seven Typologies

The Repayer: “Doing Good in Return” 10% of givers Constituents first,

donors second Have personally

benefited Feel loyalty,

obligation Give to hospitals,

schools

The Dynast: “Doing Good is a Family Tradition” 8% Inherited wealth Believe it is expected Variety of causes;

each generation chooses its own.

Who will give to you?

The Seven Typologies

Communitarian26%

Investor15%

Dynast8%

Socialite11%

Repayer10%

Devout21%

Altruist9%

MegaGifts

Jerold Panas interviewed 20 who gave more than $1 million.

22 key motivators Interviewed 1,082

non profit leaders. Significant

perceptual differences

Differences

What leaders thought: Community

Responsibility, Pride Belief in the mission Interest in a special

project Involved in the

campaign Service on board,

committee Memorial opportunity Respect for institution

in community

What givers said: Belief in the mission Regard for staff

leadership Fiscal stability Respect for institution

in community Regard for volunteer

leadership Service on board,

committee Respect for institution in

a wider circle

The point is …

People give for their own reasons, not yours

When asked, most givers citeBelief in the causeConfidence in financial management

and leadershipIts respect both locally and beyond

People give because they enjoy it People give because they were asked

A solicitor’s most important tools

Knowledge Questions Silence

Knowledge

The caseWhy the organization exists

The prospectGiving, interests, affiliations

The amountAgreed by you and staffCapacity and interest

Armed with this knowledge …

Prepare a written plan of action:What is the purpose of this visit—gift

or cultivation?Will I go alone or take another?What are our roles: what will we say,

who will ask, what is likely to be the result?

What is my fall-back position? Make the appointment: the hardest part.

The Interview

Establish rapport. Friends in common Question them about interests Question them about the service. Your

favorite programs? Do your [grand]children watch? Do you know that WXXX…?”

Down to business I’m here because … Explain the project Ask for questions and answer them

Listen

The Most Important Skill Try to pose questions that draw the

prospect out. Listen for responses. Show that you are listening.

Dealing with Objections

Acknowledge them Don’t debate, but do provide facts Correct erroneous information Get back on track Maintain a common ground

The Question

“Given your past support of (WXXX/so many worthy projects in Anytown) and the importance of this project to families and children throughout our community, I hope that you will join with (peers who have given) in this cause. We would be most grateful if you would consider a major gift in the range of ($ amount) (OPTIONAL: payable over the next X years.)”

What’s next?

Having asked the question, what is the next thing you should do?

Silence

Say nothing. Look the prospect in the eye and wait. Do not:

Provide an out. “Of course, if you’d rather …”

Make excuses. If you speak, you lose.

Putting it to work

An exercise

What to do if …

“I’ll have to think about it.” “I understand. It’s an important decision. When should I stop back?”

“I’m not that interested.” Provide the facts on those served. “Could I ask you to think some more about it? When would you like me to stop back?”

“I can’t possibly give at that level.”

1. Explain payment options

2. Review importance of participation. Given that, “Would you consider a gift of $(next lower range)?”

3. “Please give it some more thought. When should I stop back?”

When you get a firm “No.”

Be gracious, in person and in writing. If no to this project, gather more info. If no to the station, gather objections. There are prospects who will not give

to you.

Rules for asking

Make your own gift first Know your prospect Listen to what the prospect says Emphasize the prospect’s interests Ask for a specific gift Remain positive and focused Counter objections with facts Manage the follow-up (pledge card, next

appointment, reporting results)

You Can Do This