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The Comprehensive Ask
Three Key Gift Categories
1. Annual Fund Gifts For this year’s operations and Gap
1. Major Gifts For 1-5 years Usually for capital needs
1. Planned Gifts Long term Usually to build endowment
Sales Cycle lengthens with each gift level
Our Goal:
To inspire our Prospects to make a commitment
to all three categories
5 Steps to a Major Gift
Identify
Inform
Involve
Inspire
Ask for the Investment
Identify: Build Your Pyramid
Use wealth screening and giving history
Engage a few “people who know everyone.”
Build from the top down
Top 10…20…100
Get Organized
• Excel File for tracking• Prospects by hierarchy• They become committed or pending
• Hard copy files on each prospect• Gameplan: – Steering committee– In-town/out-of town
The most successful solicitation meetings are with those who feel involved
Opportunities to Involve One-on-one meetings Focus groups Surveys Board Sub-Committees Ad Hoc Task Forces School events
Ask questions, listen, engage, follow-up
Securing a Face to Face Visit
Avoid “cold calling”Push prospects into a solicitation “pipeline”
in a controlled manner (10-20 at a time)Schedule after a pre-call activity:– Pre-call event– Pre-call mailing
Scheduling Appointments
Be cheerful…and persistentPrepare script outline Use appointment setting/contact sheet Ask to “compare calendars”Calling “for the Head of School”Use Email when appropriateAsk for help from board/steering committeeConfirm the day prior
Solicitations Usually conducted by the Development Director and
President Others if necessary/beneficial (Board Member), but limit the
solicitation team to two Complete a solicitation prep sheet and plan the structure of
the meeting (who will make the ask) Ensure you include the prospect’s husband or wife if
appropriate Conduct visits in a professional setting: School is best.
Restaurants are least desirable.
Scenarios
Incoming Freshmen parents with Major Gift potential
$1,000 per year Annual Fund Society Member with Major Gift potential
$100 per year Annual Fund donor with no Major Gift potential
Open
“What did you think of the event?” “How did you like the video?” “What do you think of our case for support?” “What do you think of our plans?” ASK…LISTEN…OBSERVE…
EngageBe careful of the talk/listen ratio. Should be
40% - 60% minimum.Use a one-minute case for support.Show plans, timeline, pyramid & progress.Educate on the Annual Fund, Capital needs,
and Endowment goal.Use the sales materials.Ask for reactions, input, etc.Handle challenges or concerns.
Ask
• “I have a proposal I’d like to share with you.”• Be specific• “Would you consider…– …naming one of the new labs?”– …stretching to the “leadership level” over a five-year
pledge period?”– …remembering our school in your estate planning?”
STOP…LISTEN…
ThenThen respond.
Close
• “I’m not sure what we can do.”• “We already have two big pledges going.”• “I’m not sure that science is our area of interest.”• “That was more than I was thinking.”• “You really should be talking to the older (or
younger) alums; they have the money.”
No-No’s
• Immediately after the “ask:”“But if that’s more than you were thinking…”But if that’s more than you were thinking…”
• Bringing along a printed proposal.• Looking at your watch (bad body language!).• Cell phone on, or other distractions.• Over-selling (Know when to stop).• Rushing or dominating the meeting time.
Follow-up
• Complete a call report.• Send a follow up letter (proposal?), and a
hand written thank you card. • DO what you said you would do…• Call to close as scheduled.• Send quarterly updates.• Provide ongoing stewardship opportunities.
Have Confidence!
Your school’s mission is compelling Your vision of the future is inspirational
Your plans will improve your students educational experienceYour graduates will make the world a better place