It’s Time to Make the Ask

Donor Motivation

Belief in mission Community responsibility and

civic pride Fiscal stability of the institution Organizational efficiency Regard for leadership (staff and

volunteer)

Involvement Connection to the donor’s

personal experience Personal contact with

representatives or constituents Positive feedback about the use

of previous gifts Urge to give something back

Bottom Three

Tax considerations

Promotional materials

Guilt/Obligation

Major Gifts are “Stop and Think” Actions It takes longer for needs and

motives to develop

As the level of request rises, so does the number of influences increase

Major Donor Profile

Significant net worth Sufficient disposable income Strong belief in mission or the

type of service you provide Has history of financial support

to your organization Philanthropic intent, interest,

experience

Volunteer involvement with your organization

Few other current commitments or obligations

As the size of the gift decision grows, the discussion becomes more rational, but the decision becomes more emotional

As the size of the gift decision grows, the greater the expectations of the organization to use it well

MOVES = Cultivation

A strategy or process that moves a prospect from attention to interest to desire to action

Never static– Ongoing planned relationship

building

How to Begin

Select the top 10 to 25 prospects Identify natural partners Begin to gather information

about the prospect from – Public information– Natural partners– Listening to the prospect

Planning MOVES

Identify a potential primary player for each prospect

Develop a strategy and gift objective

Plan next five to ten moves for each prospect

Types of MOVES

Consciousness penetration Phone, letter, personal visits Progress – what has been learned

from the move– Each move must have an objective– After move is made the reaction

must be evaluated against the objective

Implement the MOVES

Record and Report Refine strategy Fine tune plan for next move

Summary

IDENTIFY – Prospects and Partners RESEARCH – Begin a file PLAN – Develop strategy and gift

objective; Plan 5 to 10 moves IMPLEMENTATION – Make moves RECORD AND REFINE REVIEW – modify prospect list REPEAT

Why you don’t get more gifts Cultivating too long Become too friendly No strategy No proposal No defined goals Delay appointment Wrong person asking

Asking wrong person Talk too much Don’t ask Ask for gift rather than solve

problems

Preparation – 4 stages of Involvement Cultivation – getting to know one

another Involvement Belief Advocacy

Cultivation, Education, Involvement Lead to avoiding obstacles and

objections

Answer the four questions in advance Is it the institution Is it the project Is it the amount requested Is it the timing

Make them understand the purpose

Of the institution Of the project Of the gift

Positioning the gift

Clarifying the difference it will make in the lives of others and in the ability of organization to effect change

A compelling case presented by a passionate advocate to a cultivated prospect for a reasonable amount will be successful

What does the donor need? Look at the world from their

perspective Look at your organization from

the other side of the desk (are you what you say you are?)

Basic Needs

Prestigious association Good feeling Recognition of self or

memorializing others Fulfillment of vision, passion for

mission

Two more things to keep in mind

People make major gifts for their reasons, not ours

Focus on nurturing, not selling

Woodward & Bernstein go after the gift Who makes the ask? What are you asking for? How much are you asking for? Where are you asking? When will you ask? Why?

Just Do It!

There is no perfect ask The keys are enthusiasm and

commitment

Harold Seymour on dairy production You don't get milk from a cow by

sending a letter or making a phone call

You have to make contact, up close and personal

Jerry Panas: The three Es Empathy – listen closely and

respond carefully Energy – show the joy you feel in

what you're doing Enthusiasm – passion for the

mission and the project

It's easier to get the gift than the visit

Making the call Stand up Smile Get to the point Ask for a specific amount of time

– 45 minutes is optimum, but take what you can get

Overcoming appointment resistance Stress the importance of talking

in person You can't do justice to the

importance of the project over the phone

Ability to meet at the prospect's convenience

Don't tell, suggest

"Given the importance of the project, knowing how important this is to you, I thought you would want to make a significant impact by giving…."

Four components

The challenge A sense of drama The need Urgency

Changing Lives

How will the gift make a difference in someone's life?

How will it benefit the donor?

Somehow, we have to address both

Things to remember

The size of the gift is secondary The case must have urgency Don't focus on minute details or

big numbers – specify and personalize

After asking…

…don't fill in the silence; let the ask hang there and wait for the prospect to speak first.

Objections are your friends Is it the institution? Is it the project? Is it the amount? Is it the timing?

Don't lose optimism or enthusiasm.

Where does it come from? Some rules of thumb Major gifts are usually 10-25 times

annual gift average 10% of income a good target for 5-

year pledge ($200,000 income/$20,000 gift/$4,000 per year)

2% to 5% of net worth is the same ($2,000,000 net worth/$40,000 to $100,000 gift/$8,000 to $20,000 per year

Annual vs. MajorFor the ongoing

work of the institution to sustain the service

Frequently asked for gift

A quick decision

For endowment, special equipment, building programs

Infrequently asked for/10 to 25 times annual gift

More time needed

Annual MajorCerebral: “I’ll go

ahead and do this.”

Best done by a personal visit

Can be solicited alone

No need for professional help

Visceral: a great joy in making the gift

Personal visit always required

Best done in pairs, or more

May need attorney, accountant

Annual MajorSpouse not always

necessary for presentation

Volunteer can handle

Can often be done on first visit

Spouse should be there

May be done with CEO or staff member, with volunteer

May require two or three visits and follow-up

Annual Major

Out of Income

Cash gift

For the good of the institution

Out of assets

Extended over 3 to 5 years

For the good it does in the life of the donor

Things to avoid

Lack of preparation Anxiety Not asking questions Inattention Getting bogged down in details Focusing on need of institution

rather than needs of those served

The major thing to avoid

Not asking