©the artful asker 2013 marcy heim marcys major gifts makeover making an artful ask!

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©The Artful Asker 2013 Marcy Heim Marcy’s Major Gifts Makeover Making an Artful Ask!

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Page 1: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Marcy’s Major Gifts Makeover

Making an

Artful Ask!

Page 2: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

THE ARTFUL ASKER

Marcy Heim, CFREFounder & Principal

Marcy Heim, CFRE, is an author, speaker and coach for those transforming the world through philanthropy. Her direct and entertaining style reflects over twenty years of in-the-trenches, major gift fundraising and management success where she and her team raised millions by creating the genuine relationships she promotes in her popular sessions.  "Empowering Development Ambassadors” is Marcy’s book on major gift relationship-building and the role of both methods and mindset in success.

Page 3: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Session Goals

The power & joy of philanthropy

Why people give/the Words we use

The Cycle of Successful Relationships – overview

Making an ask & WRITE your ask!

Throughout – Our MINDSET!

Page 4: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

“What’s the cause? Can’t you just give? Must there always be a cause?”

Page 5: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Philanthropy: A DefinitionFrom the Greek word, philanthrapia,

meaning love of humankind. The effort or inclination to increase the WELL-BEING of all through the giving of one’s time, talent or money for the GREATER GOOD.

» Community Foundation of Greater Wood County

Page 6: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Why Do People Give? They believe in your mission and

want to make a difference ***** They are asked They believe you are stable & ethical They want to honor someone/thing They want to extend their values They have a high regard for the staff

and the volunteer leadership They want to belong to something

and help their community

Page 7: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Reasons That Do Not Play a Big Role in Creating A Joyful Giver

Guilt/Strong Arm

To meet our numbers

For Recognition

Promotional Materials and Proposals

To Reduce or Avoid Taxes

Page 8: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Universal Vision

“You want to compose a good world – it is an honorable and noble profession.” – Maya Angelou

Let your vocabulary reflect your attitude!

Page 9: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Why you are you here?

Our role, responsibility and opportunity to make the

world a better place.

And every day, it is your choice.

Limiting Beliefs

Page 10: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

“We become what we

think about!”Earl NightingaleEarl Nightingale

The Strangest SecretThe Strangest Secret

Page 11: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Declarations about Raising Major Gifts

•My cause is worthy of people’s investment

•We are a sound and accountable organization

•We make a difference and I am proud of what we do

•People love to give me money!

•By giving to my organization, my donors experience the joy of

philanthropy! It feels GREAT!

•I delight in hearing about gifts to other organizations

•I love to give to my organization myself

Page 12: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Examine Your Beliefs

"Our beliefs can move us forward in life, or

they can hold us back.“

Oprah“I’ve heard this before”

Page 13: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Let’s Get The Money! hit up put the arm on … The bottom line loaded milk … should give … ought to give … owes us Contacts per

month get into his/her

pockets pick the low

hanging fruit

DreamMake a differenceGiftConsiderImpact/HopeMeaningfulExciting/PassionSustaining/Enduring Possibilities/ImagineWhat to you think?Opportunity to investThank you/Gratitude

What about?•Prospect•Suspect•Follow up•Strategy•Move you•Pitch•Close•Qualify

Page 14: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Why are the words we use so important?

Our words define who we are to others, how we feel about

ourselves and how we choose to be seen by the world.

Page 15: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

BUT…It’s more than just the

words you use… you need to really mean

them.

Marcy Heim

Page 16: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Philanthropy is the Mystical Mingling of a

joyous giver, an artful asker, and a

grateful recipient.

Douglas M. Lawson (1936)

WRITE THIS DOWN!

Page 17: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

The Artful Asker Cycle of Successful Relationships©

Creating the Joyful Giver

Engagement

Making the Artful Ask

NO

maybe

yes

acknowledge

Invoking the Grateful Recipient

Show Creativity

Consider Shared

Values & Interests

Begin the Conversation

Used with permission from Don Gray /Douglas Lawson

Additional Interest

©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777

A Donor Story

Page 18: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

The Math of Major Gift Work

For each major gift (>$25K), you need three prospective major givers

On average, a major gift is closed after 9 meaningful contacts, or between 6 mos-2yrs

Thus to get 5 new major gifts requires 3 x 9 x 5 = 135 meaningful contacts.

Page 19: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

5 Laws About Money

Money likes clarity. Telling your personal story. Blaming, tangents, broadcast approaches. When you aren’t clear, you don’t connect, Clear values, message, impact

Money comes through people …so it’s never about the money. Money is the vehicle that connects shared values

Money likes certainty. Opportunities for Giving. This is what this amount will do.

Money likes consistency. The key to more & larger giving. It is not an event, it is a flow-a relationship you can count on.

Money likes systems.(not winging it) Rain barrel directs to impact

Page 20: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Beginning the ConversationBeginning the Conversation Think about people like you---who share your

values and interests Be VERY clear on why you champion, invite and

invest – money likes clarity Make connections between opportunities to give

and givers’ interests with your needs Share your story– anywhere and anytime!

Page 21: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Creating Joyful GiversCreating Joyful Givers Make communicating with others a priority –

newsletters, website, etc. Telling the story! Board/volunteers play a key role here for their own

1:1 connections & to connect staff – Money comes through people. Consistency.

Let the relationship evolve – Grandchildren syndrome Create EXPERIENCES – big and small to be involved

and see first-hand the impact (Invite) Talk/listen about what you need – get to

dollars/impact Money loves certainty.

Page 22: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Making an Artful AskMaking an Artful Ask Make an ask only if you are comfortable in doing so Arrange the ask call for staff Agree to be a “member” of the asking team Serve as the testimonial regarding the organization Discuss the impact a gift will have on your organization Be a role model for a similar level of giving Show strong support for organization’s mission/priorities Support a potential giver’s inclination to support another

project

Page 23: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Being a Grateful RecipientBeing a Grateful Recipient Steward the gift, donor and a culture of stewardship –

Money loves systems. It’s all about demonstrating IMPACT Be genuinely grateful, Listen for any concerns or questions Deepen and continue the personal relationship. Money

love consistency. Thank people whenever appropriate and in a variety of

ways – not 10 form letters Be creative and watch for the sparkle. Listen for new

interests in your organization

Page 24: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

The Artful Asker Cycle of Successful Relationships©

Creating the Joyful Giver

Engagement

Making the Artful Ask

NO

maybe

yes

acknowledge

Invoking the Grateful Recipient

Show Creativity

Consider Shared

Values & Interests

Begin the Conversation

Used with permission from Don Gray /Douglas Lawson

Additional Interest

©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777

Page 25: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

The Artful Asker Cycle of Successful Relationships©

Creating the Joyful Giver

Making the Artful Ask

NO

maybe

yes

acknowledge

Invoking the Grateful Recipient

Show Creativity

Consider Shared

Values & Interests

Begin the Conversation

Used with permission from Don Gray /Douglas Lawson

Additional Interest

©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777

They agree on the value of our organization/mission.

They agree with the vision of our leadership.

They see that private support is needed for this project to happen.

We have a relationship built on trust and have talked through all the concerns they

have about giving methods and the project.

We have talked about different specific components and giving levels and found a

project that accomplishes their dream.

WOULD YOU CONSIDER…

Page 26: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Major Issues in Asking What are the important linkages? How much do you ask for? Who makes the ask? Where is the best location to make an ask? What do you send out ahead of the call? When is the timing right? How do you make an artful ask? Common pitfalls in making an ask? What do you say when….responding to objections. How do you follow up? What do you do if the answer is “no”? Or YES!

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©The Artful Asker 2013 Marcy Heim

Review the Cycle to Date

Make it ‘Right”Make it ‘Right”

Motivation and values, knowledge, decision-maker,

concerns, preferences for involvement, giving and

stewardship.

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©The Artful Asker 2013 Marcy Heim

Research and Discovery When is the timing right?

What is the right amount?

Who makes the ask?

Where is the ask made?

Listen for signals: Listen, Listen, ListenAsk thoughtful questions

Develop a “touch” for knowing Remember: this is an art, and a science

Ready…aim…aim…aim…aim

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©The Artful Asker 2013 Marcy Heim

How Much do you Ask For? Using your 6-9 meaningful contacts, you have assessed

the potential through your conversations personally and through involving others in the action plan for the donor. You believe you have found a fit with the giver’s interest and capacity.

Talk about dollars to accomplish a certain impact and listen, listen, listen

In cultivation, review costs today. Ask for somewhat more than the person’s estimated

ability. Most people are flattered. Discuss the form of the gift, the payment period and

possible combinations of outright and deferred.

Page 30: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Who makes the ask?

The development professional generally “speaks the ask.”

A high ranking administrator.

A volunteer or board member.

An “expert” on the project

Who should be part of the team to visit with David about his gift?

Page 31: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Where is the Ask Made?

Wherever the potential giver is most comfortable

Avoid noisy restaurants

Avoid quiet restaurants

Best places: donor’s home, with spouse.

Pay attention to setting; make it classy

home

officecampus

restaurant

?

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©The Artful Asker 2013 Marcy Heim

Rehearse/Role-play

WRITE OUT the ask

Practice the ask

Define roles of team members and role-play the call

bestow honor/praise

show organizational pride

be considerate; ask for consideration

state specific amount

state specific purpose

Be quiet

Page 33: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Is this an Artful Ask?

bestow honor/praise show organizational

pride be considerate; ask for

consideration state specific amount state specific purpose Be quiet

Joe, you are one of the most successful and highly respected leaders in our community. Your service on our Board has been instrumental to our success in creating and expanding our Garden project. We know you understand, in addition to the beauty, what an important teaching tool this is for us. Would you consider a gift of $50,000 to establish the Joe Smith Garden Outreach Program endowment?

Page 34: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

What are the Common Pitfalls in Making the Ask?

We talk too much Ask sounds cold or inconsiderate We use words like “should” and “ought” We ask apologetically and are embarrassed Eye contact breaks down The ask is rushed We break the silence too soon after ask is

made

Page 35: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Respond to Objections

• Institution or Organization Based

• Project/Program Fit or Implementation

• Dollar Amount is a Challenge

• Reflection and Consideration

Page 36: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Project/Program Fit or Implementation

Concerns regarding impact and importance Outline addressing concerns in plan for follow up determined

at the “ask” visit Take project concerns in steps – 'Will check and get back to

you.’ Shows thoughtful consideration. Address concerns and details in a Memorandum of Agreement or Pledge Document.

“Can I share with department?” for follow up of specific concerns.

Address concerns in follow up phone calls and correspondences from key people

Take care not to create the fit inappropriately. (in other words, try to create a program to meet their interests that’s not in your priorities)

Page 37: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Dollar Amount is a Challenge Too much “That’s a lot of Money!” Sounds like you are wondering why we need that amount in order to do X

• Gifts over time• Annual now with endowment from estate • Mix of both annual and endowment• Annual only

Has just made another gift• Start next year (or at some point in the future)• Annual this year or even beyond• “Sounds like you want to do this but we need to talk about ways

to do this.” “I can share how others have handled this.” Agree to do gift in estate

• Wonderful! Later visit re experiencing during lifetime Partner with others (planned giving staff/member of Board)

Page 38: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Respect and Gratitude Seldom will you close a major

gift on the asking call Plan ahead for following up Establish the next step Be considerate, thank the

person, be grateful

Page 39: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

What Do You Do if the Answer is “YES”? Make sure all appropriate

people say “thank you”

Design a creative plan to continue saying “thanks”

Continue visiting the giver and listening for next opportunity

Keep working the Cycle!!!!!

BE GRATEFUL!

Yippee

Page 40: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Multiple asks

The annual fund is still the annual fund accomplishing all it does.

Planned gifts provide amazing options for your major gift donors.

Donors support causes/projects/programs of interest to THEM.

In other words: DON’T ASSUME….

YOU KNOW WHAT YOUR DONOR IS INTERESTED IN.

THEY WILL BE OFFENDED BY THE ANNUAL FUND ASK.

THEY WILL GIVE YOU LESS IF THEY SUPPORT SOMETHING ELSE.

THEY NEED YOU TO CONVINCE THEM.

THEY WILL BE OFFENDED BY MULTIPLE ASKS.

Page 41: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Adages about Asking (all true)

You almost never get the gift you do not ask for

You must earn the right to askYou must balance the art and the

scienceYou must focus on serving your

donorNothing is more rewarding than the

results and impact of an “artful ask”

Page 42: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Lack versus Abundance

Lack is metrics driven, Abundance is metrics supported

Lack says either/or, Abundance says BOTH

Lack sees obstacles, Abundance sees opportunities.

Lack says “I already know this”, Abundance says ”There is always more to learn”

Lack is fear, Abundance is Pushing past fear

Lack is being a victim, Abundance is taking responsibility

Page 43: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Take back the power and knowledge that you create

everything in your life…and

everything that is NOT in

it.

Page 44: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Exercise

Write your DeclarationsAffirmation – a positive statement asserting that a

goal you wish to achieve is already happening.

Declaration – to state an official intention to undertake a particular course of action or adopt a particular

status.

Page 45: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Challenge/Declaration

Challenge I’m just don’t get the breaks

Either I will be successful or have enough time for my family

Rich people are greedy pigs

He will say no to this ask

She really doesn’t want to meet with me about giving

I don’t really know how to talk about all the options

Declaration I create my life

I can have both a successful career and time for my family

I model and respect rich people

People love to give me money

Our college is worthy of her investment

I promote the value of gifts to our cause with passion and enthusiasm

Page 46: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Summary of Important Points

Respect and honor your donors. As you deepen your relationships, be true to shared values and have honorable goals.

Employ metrics to serve the relationship-building process and to help you organize and record the information needed for you to best help your donors accomplish their giving goals. What is measured, grows.

Page 47: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

Summary of Important Points

Set numerical benchmarks based on your mix of job responsibilities, years in development work, life experiences, tenure at this institution and donor base demographics (travel, age, etc). How far ABOVE these will you aim?

Set benchmarks that challenge you to manage your time well and put in an honest day’s work.

Focus on building the relationships and serving the donor and the money will follow.

Page 48: ©The Artful Asker 2013 Marcy Heim Marcys Major Gifts Makeover Making an Artful Ask!

©The Artful Asker 2013 Marcy Heim

608-772-6777 [email protected]

www.marcyheim.com

Thank You!

Please join my e-newsletter list!