the comprehensive ask

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