ignited fundraising the art of asking - gotr summit 2016
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Presenter: Lori L. Jacobwith, Founder, Ignited Fund raisingPresenter: Lori L. Jacobwith, Founder, Ignited Fund raising
The Art of AskingFor Money AND MORE
Tweeting?
Who Have I Not Met Yet?
Lori L. Jacobwith
• 30 years in the social sector.
• Since 2001 has helped NPOs raise $300 million from individual donors. And counting.
• Master Storyteller, Fundraising Culture Change Expert, Author, Speaker, Trainer.
• Former Executive Director, Development Director & Board Member
LJacobwith
@LJacobwith
www.ignitedfundraising.com
WHY I Do What I Do
Dorcas Grigg-Saito, CEO, LCHC
Two Quick Questions
Biggest Fundraising Challenges?
How Many Active Individual Donors?
What people want when they support a cause:
To make a difference
To feel personally connected to something greater than themselves
To feel useful
To get the warm glow of giving
Great Gaping Disconnect
~ Katya Andresen, Formerly with Network for Good
What people often get when they support a cause:A tax receipt
Statistics, facts & figures
A newsletter…sometimes
An appeal to give (more) money
There needs to be more of what people want in their experience with us.
Great Gaping Disconnect
~ Katya Andresen, Formerly with Network for Good
One Word To Describe Asking For Money
Where We’re Heading
This Session• What do Donors Want?
• Nonprofit Manifesto
• How Much Money & Why?
• Who to Ask?
• 7 Steps to Remember
• Asking Practice
Write This Down
What is the largest financial gift you are comfortable asking for?
Nonprofit Manifesto
In Defense of Raising Money:
A Nonprofit Manifesto
http://bit.ly/OVkOGB
1. Asking for money is not all about the money.
2. People think storytelling is a gift, not a skill.
3. Money = Power
4. I’m Terrified You’ll Say “No.”
…of engaged, passionate
evangelists for your mission…
5. Create A Tribe
Fundraising consistent with your mission, will always produce enough money.
~ Lynne Twist
Be Clear:How Much & Why?
Need = Something Missing
Message Pyramid
Why you exist: The need for your organization
Your Money Story
Program messages
One Person Example
Understanding comes from the
top down
Conversations come from the
bottom up
What Exactly Do You Want Me to DO?
List: Your Funding Gap & More
Who To Ask?
Identify People Who Are
• Passionate about Girls on the Run
• Inspired and…
• Excited & interested to know more
Opportunity Chart
Your Council
• At least 10 names from different spokes on your Opportunity Chart
• People who know your organization well
• People who may have already given but you know could give more
List: People Who Know You Well
Seven Steps to Remember
Step 1: Who Knows Them?
• What are they passionate about?
• Why would they give to us?
• What is their capacity?
Step 2: What Do We Know?
Step 3: What Can We Invite Them To?
Utilize “Business as Usual” Events As Cultivation Opportunities
Image Source: GOTR Heart & Sole Information Night - Temperance
List: Cultivation Opportunities
Who should call?
Where to meet?
Step 4. Make the Call & Set Meeting
…Is setting up the meeting
85% of getting the gift
Don’t Make Your Case on The Phone
Go in Pairs
At least 50% of time is spent listening.
Make sure to have a PLAN so you know when
to be quiet.
Step 5: Meeting is a Discussion
10 - 15% - Greeting/Connecting
10 - 15% - Program or General Updates
50 to 55% - Listening
10% - Wrap up & Next Steps
Time Allocation For Meetings
Only Ask People Who Are Ready to Give
• Think of it as deepening the relationship, not the end result
• Nudging the inevitable
• Be prepared
Gift Solicitation
Take No More Than 11 Minutes…
…to present your project
or the campaign.
~ Source: Jerold Panas
Make sure the ball is in YOUR court.
Step 6. Close Meeting & Set Next Steps
“What looks like resistance is often lack of clarity.”
~ Chip & Dan Heath, Switch
• Thank you note sent and/or call made.
• Follow up materials identified and sent.
• Timeline: Within 24 hours.
• Enter info into donor tracking system & your calendar.
Step 7. Follow-up
“ Here’s YOUR impact…”
Feeling Good Is What We Sell
Let’s ASK!
Always Practice First
Dopamine:
“The brain’s pleasure circuits are activated by acts of charity.”
Source: David J. Linden, Ph.D., professor of neuroscience at Johns Hopkins University School of Medicine
Fundraising
…is a call to conversation and to
relationship.
Not just a transactional act.
Ask Practice
Find a Partner • Share with your partner who they are:
Share first name & other details.
• Have a conversation & invite a financial gift
• Donor should say Yes
• After Ask: “Donor” give feedback
• Switch!
Candid Feedback
“In all you do, act as if it’s impossible to fail.”
~Jerold Panas, Asking
Revisit
What is the largest financial gift you are comfortable asking for…NOW?
Fundraising
Deep, profound, relatedness
Your Next Steps
Why I Do This
1. I love making a difference helping high achievers.
2. Attract action-taking people who are committed to raise more.
http://bit.ly/StrategizeWithLori
To Talk With Me:
LJacobwith
@LJacobwith
Fire Starters Blog:http://bit.ly/blog-ignitedfundraising
Free Resourceshttp://bit.ly/freeresources-if
Resources & Staying Connected
Lori L. JacobwithMaster Storyteller & Fundraising
Culture Change Expert
IgnitedFundraising.com
Final Thoughts:
Share:
One thing you learned?
One thing you’ll do differently after today?
Thank You!Thank You!
The Art of AskingFor Money AND MORE
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