The following is a one-page, front and back
summary of the detailed gift solicitation
guide found elsewhere on this website. You may find it easier
to use as a training/education device than the longer gift
solicitation guide.
GETTING A GIFT … AND A CAMPAIGN LEADER
Preparing To Make The Visit
FAMILIARIZE YOURSELF WITH THE PROSPECTUS.
NEVER ASK FOR A GIFT OVER THE PHONE.
CALL PERSONALLY – DO NOT DELEGATE THE REQUEST
FOR AN APPOINTMENT
BE ENTHUSIASTIC - YOU ARE DOING GOOD WORK ...
NOT BEGGING.
GETTING THE FACE TO FACE MEETING
Call to set the appointment. When making
the call, the only purpose of the call should be the capital
campaign and your desire to meet in person. Don’t combine it
with other items. Combining the purpose of the call cheapens
the campaign and fails to convey the urgency required.
Do not get into a discussion about the
campaign over the phone. Remember, the phone call is to get an
appointment, not a gift. NEVER ask for a gift
over the phone. Arrange ample time for your visit (usually
20-30 minutes)
Always work with a partner, usually the
Executive Director.
Ideally, when asking for a gift from an
individual, set the appointment in the prospect’s home, with
the spouse present. If you are looking for a corporate or
business gift, the appointment should be with the owner or
high-level executive. Talk directly to the decision-maker.
Avoid restaurant meetings, unless the
meal is at the office and includes a tour. "Lunch" meetings
usually bog down and lessen the importance of the work you are
doing.
If the prospect is reluctant to meet, be
firm but sympathetic. You might say something like:
"I understand how busy you are, but this is
very important to me. I guarantee you that after 30 minutes,
you will learn some very interesting things about our
community. I feel so strongly about it myself, that I am
personally visiting with key community leaders myself. If I
promise it will not take more than 30 minutes, would you agree
to an appointment?"
The Visit
MAKE PERSONAL VISITS ONLY. ONLY WORK IN PAIRS.
USE THE BROCHURE, PAGE BY PAGE AND SHOW THE
VIDEO.
ASK FOR A SPECIFIC GIFT OR GIFT PLAN.
ESTABLISH FOLLOW-UP PLAN AND/OR TIMETABLE.
THE MEETING
Open the meeting with small talk and then
give a brief personal overview of the case.
Use the brochure. It is specifically
designed to cover all the details. Walk through the entire
brochure. Take the time to talk about the project and the
benefits it will bring to the community. Do not rush through
this portion and then quickly ask for the gift. Let the
prospect come to understand and accept the project, and its
importance to the community.
Show the video.
Tell the prospect about the fund raising
success to date. Keep updated as progress is achieved.
ASKING FOR THE GIFT
Once you have fully explained the
objectives of the program and shown the video, your next step
will be to request a specific gift.
Using the gift plan card in the back of
the brochure, ask for the gift and leadership as follows,
"(Name), we would like to ask you to help
us in three ways.
First, we would like you to lend your
name to the campaign. People respect your judgment. By
including your name in our leadership group, our campaign will
gain credibility.
Secondly, we would like to ask you to
help open five doors to people at your peer level. We know
that people will respond to our message IF we can get
to see them face to face. That’s where we need your help.
And finally, we know we have no way
of knowing what you might be capable of giving, but we would
like to ask you to consider a leadership gift of $x,xxx per
year (or monthly amount) for each of the next five years, a
total gift of $xx,xxx.
Does this sound like something you can do
to help us?
NEVER, EVER apologize for asking for a
gift or leadership.
After you ask for the specific gift, then
"shut up." Let the prospect respond to your request, then you
can respond to the prospect’s answer.
RESPONDING TO THE RESPONSE
The response will be one of four answers.
a) If yes ... thank the donor and ask
him/her to complete a gift intention form.
b) If no ... politely thank the prospect
and leave as quickly as possible.
c) If he/she requests time to consider
the request ... this a positive answer and means the
prospect is seriously considering your request. Graciously
grant the time, but set a return appointment before
leaving. It is best to set the return appointment
for within one week of the initial visit.
d) If he/she offers a lower amount ... if
you believe this may be the most the donor will ever give,
accept the gift and complete the gift intention form. Many
donors will actually give more if given a little time, and
rarely will they lower the gift if given time. You may
consider offering the donor some time to think about it. A
good response is ...
"I really wasn’t prepared for you to make
a decision right away. I’d like you to think about your
involvement and I’ll come back to see you."
(Then set a firm appointment!)
Some Tips
. . .
Arrange for an appointment in a personal
setting.
Never mail the brochure or materials.
Always make a personal visit.
Always make a solicitation with another
person.
When you begin the visit, be a good
listener and relax!
Do not mention money until everything
else has been said.
Arrange for a second appointment
during the first meeting, if necessary.
Control is essential for good fund
raising -- you must keep control of the relationship with the
prospect. The final answer regarding the prospect’s
participation must be made to you in a personal manner and not
over the phone or by mail.
