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1/29/2019 Amy Eisenstein www.amyeisenstein.com 1 How to Make Better Fundraising Asks How to Make Better Fundraising Asks Amy Eisenstein, ACFRE AmyEisenstein.com MasteringMajorGifts.com CapitalCampaignToolkit.com and Get Donors to Say “Yes!” Sample Gift Table: $100K Number of Gifts Number of Prospects Gift Amount Total Gifts (at each level) Cumulative Gifts Percent of Goal 1 3 $20,000 $20,000 $20,000 20% 2 3 $10,000 $20,000 $40,000 40% 3 10 $5,000 $15,000 $55,000 55% 6 15 $2,500 $15,000 $70,000 70% 15 50 $1,000 $15,000 $85,000 85% 30 50 $500 $15,000 $100K 100% © 2018 Amy Eisenstein, ACFRE Metrics Too Conservative Too Aggressive $’s Requested $100K $100K $’s Received $100K $10K Asks Made 10 10 Gifts Received 10 2 Track Your Asks 1 2 3

Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

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Page 1: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 1

How to Make Better Fundraising AsksHow to Make Better Fundraising Asks

Amy Eisenstein, ACFRE

AmyEisenstein.com

MasteringMajorGifts.com

CapitalCampaignToolkit.com

and Get Donors to Say “Yes!”

Sample Gift Table: $100K

Number of Gifts

Number of Prospects

Gift Amount

Total Gifts (at each level)

CumulativeGifts

Percent of Goal

1 3 $20,000 $20,000 $20,000 20%

2 3 $10,000 $20,000 $40,000 40%

3 10 $5,000 $15,000 $55,000 55%

6 15 $2,500 $15,000 $70,000 70%

15 50 $1,000 $15,000 $85,000 85%

30 50 $500 $15,000 $100K 100%

© 2018 Amy Eisenstein, ACFRE

Metrics Too Conservative

Too Aggressive

$’s Requested $100K $100K

$’s Received $100K $10K

Asks Made 10 10

Gifts Received 10 2

Track Your Asks

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Page 2: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 2

Why Are You Asking?

What’s the impact?

How are we different or unique?

Why now?

Nonprofit Fundraising

Cycle

© 2018 Amy Eisenstein, ACFRE

IdentificationStep 1

CultivationStep 2

SolicitationStep 3

StewardshipStep 4

Start in Your Database

LargestLoyalPhilanthropic

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5

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Page 3: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 3

Access Belief Capacity

A B C

Ask the Right People

5

4

3

2

1Community Members

Good Prospects

Best Prospects

54321

Ca

pac

ity

Sc

ore

Affinity Score (A&B)

Suspects

© 2018 Amy Eisenstein, ACFRE

Nonprofit Fundraising

Cycle

IdentificationStep 1

CultivationStep 2

SolicitationStep 3

StewardshipStep 4

© 2018 Amy Eisenstein, ACFRE

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Page 4: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 4

Listen and Learn

Why does your donor care?

What would motivate them to do more?

What would make a bigger gift possible?

On a scale of 1 – 5, how important (to you) is our mission/work/charity?

How important is our organization compared with other organizations you support?

How likely are you to make a leadership level gift?

What type of impact would you like to have?

Can we meet again so I can ask for your financial support in the near future?

Sample Questions

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Page 5: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 5

Nonprofit Fundraising

Cycle

IdentificationStep 1

CultivationStep 2

SolicitationStep 3

StewardshipStep 4

© 2018 Amy Eisenstein, ACFRE

The CriticalConversation

© 2018 Amy Eisenstein, ACFRE

Change your mindset:

When you fundraise correctly,

you’re not “taking” money from people,

they are giving it with JOY!

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Page 6: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 6

© 2018 Amy Eisenstein, ACFRE

Demonstrate ImpactDemonstrate Impact

Do you want to help keep kids safe after school?

Do you want to help protect animals?

Do you want to provide education?

Do you want to help find a cure?

Ask “Yes” Questions

“I don’t love asking for money, but I do love helping children.”

Admit your discomfort, and put everyone at ease.

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Page 7: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 7

Ask for What You Need

Show Urgency, Not Desperation

Show Urgency, Not Desperation

© 2018 Amy Eisenstein, ACFRE

We would like to ask you to keep kids safe after school by considering a gift in the range of $ __________to support our ________________

(programs or services)

“”

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Page 8: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 8

Using a variety of assets… usually cash, plus planned gifts.

Blended gifts enable donors to give more than they would with cash alone.

Blended Gifts

Stock

Bequests

Charitable Gift Annuities

Life Insurance

Retirement Funds

Real Estate, Artwork, Jewelry, etc.

Types of Assets

Transition to Blended Gift When You Hear…

• That’s a lot of money• I wish I could• I’m living on a limited income

Phrases to Listen For

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Page 9: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 9

Let me ask you a question… Did you know you could make a gift and increase your annual income?

Have you ever considered a bequest, a gift of stock, or a charitable gift annuity?

That reminds me of a donor who wanted to have a big impact, but needed to consider other assets to achieve her philanthropic goals…

Transition to Blended Gifts

Don’t give legal or financial advice.

You are not an accountant, a lawyer

or a financial planner.

Have donors consult their own advisors.

Caution!

What happens the next morning?

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Page 10: Making Better Fundraising Asks - Eisenstein - Fundraising … · 2019-01-29 · í l î õ l î ì í õ u Ç ] v ] v Á Á Á x u Ç ] v ] v x } u ô 8vlqj d ydulhw\ ri dvvhwv«

1/29/2019

Amy Eisenstein www.amyeisenstein.com 10

No doesn’t mean NEVER, it simply means,

not TODAY.

To get weekly fundraising tips, sign up at:

www.AmyEisenstein.com

Mastering Major Giftswww.masteringmajorgifts.com

Capital Campaign Toolkitwww.CapitalCampaignToolkit.com

Thank you!

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