making the ask (art & science) michael bacon, cfre
TRANSCRIPT
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Making The Ask (Art & Science)
Michael Bacon, CFRE
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Where Does the Money Come From?$316.23 Billion in 2012
____ %
____ % ____ %
____ %
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Corporations$18.15
6% Foundations$45.7415%
Individuals$228.93
72%
2012 Charitable Giving Total = $316.23 billion ($ in billions)
Bequests$23.41
7%
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*Foundation grants awarded to individuals
Environmentand Animals
$8.303%
Grants toIndividuals*
$3.96 1%
HumanServices$40.40 11%
InternationalAffairs$19.11
6%Arts, Culture,
and Humanities$14.44
5%Public-Society
Benefit$21.63
7%
Unallocatedgiving$6.822%
Health $28.12
9%
Gifts toFoundations
$30.5810%
Religion $101.54
32%Education
$41.33 13%
Types of recipients of contributions, 2012 Total = $316.23 billion ($ in billions)
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How Gifts Happen…
It is about the donor’s needs, not yours!
The intersection of a donor’s needs
with your nonprofit mission
results in significant gifts.
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Interest
Capacity
Giving Indicators
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Gift Dynamics
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How Do You Feel When You Give?
Share your story with someone next to you.
Compare stories…
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Brainstorming Capacity
What are resources you can use to determine a prospect’s capacity to give?
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Determining the Ask Amount
No perfect formula. You consider circumstances.
Age
Health
Family
Prior large gifts
Gifts to other organizations
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Giving Capacity Formulas
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When to Ask
Establishing the purpose of your relationship from the onset makes the transition to the solicitation easier
Listen for verbal cues Interest in hearing who else has supported the
fundraising project Begin referring to the school in first person - “we” More frequency or depth to conversations regarding
personal finances
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Plan Your Ask
1. What do we know?
2. What are you going to ask for?
3. Where are you going to ask?
4. How are you going to ask?
5. Who is going to ask?
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Setting Up The Ask
Set appointment with clear purpose for sharing a gift request – no surprises!
Their home or office (their turf).
Both spouses/partners there at the same time.
Who will they have the hardest time saying no to? Bring that person!
Listen more than you speak…
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Solicitation Techniques
Always ask for a specific amount. Be clear about what you
are asking for both in amount and designation.
I’ve made a personal gift of $... and I’d like you to join me
in support with the same gift.
Can we count on you for a gift of $… over three to five years?
Will you prayerfully consider a gift of… over three to five years?
Allow the prospect to answer your question. Be silent.
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Errors We Make In Asking…
Talking too much, not listening.
Not asking for a specific gift.
Not asking questions to learn about the prospect.
Not talking about the benefits of the gift, to them and to us.
Speaking rather than remaining silent after the ask.
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