ASKING FOR MAJOR GIFTS: How to Never, Ever Get Turned Down

Gail Perry www.gailperry.com

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Meet Our Stars

Frannie Fundraiser Barry and Barb Bucks

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AGENDA: Steps to the Perfect Ask

•Frannie’s Hard Work BEFORE THE ASK

•What Will Motivate Them to Give?

•How She Cultivated, Involved and Engaged

•How She Warmed Them Up and Prepped

•THE ASK

•THE FOLLOWUP

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Asking Is… A Process

THANK THANK THANK AGAIN

CULTIVATE AND INVOLVE

ASK FOR SUPPORT

IDENTIFY PROSPECTS

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Overview of a Perfect Ask

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identify

involve

warm up

ask

followup

thank

Types of Asks

•Sponsorship for Event

•Annual Fund

•“Special Gift” for a project or

program

•Capital Campaign

•Planned Gift

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Is There a Difference?

•Individuals

•Foundations

•Corporations

•Clubs/organizations

•Government

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Why Do People Give?

•To Change or Save LIVES

•Be part of something bigger

•Give back

•Support the community

•Personal experience with

the mission

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Why Do People Give?

Involvement Breeds Investment

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How About Barry?

•He wants to Change or

Save LIVES

•He wants to make a

difference in the world

•He wants to help sick

children like his

granddaughter

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What are Frannie’s Own Attitudes – Money and Asking?

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Basic Pointers for ALL ASKS

EMOTION They are Flattered when you ask

Personal Vision POSSIBILITIES

satisfaction JOY

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Analyzing Your ProspectsWhere Does Barry Fit?

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High $$Low Likelihood

High $$High Likelihood

Low $$Low Likelihood

Low $$High Likelihood

DOLLARS

LIKELIHOOD

What Exactly Does Cultivation Look Like?

•Involvement

•Engagement

•Education =

•TIME AND ATTENTION

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High End Cultivation Moves for Barry

•One on one personal visits

•Ask to serve on your board

•Meet with your CEO

•Honor the prospect

•Private tours

•Ask to speak on behalf of your organization

•Ask to host major donor events

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The whole point of cultivation is to

get your prospect as passionate

about your project as you are.

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Reconnaissance = Is He Ready to be Asked?

•Learn as much as

possible about Barry

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Learn As Much as Possible About Barry

Hobbies, interests, religion,

honors, recognitions, business,

giving history, hot buttons,

involvement history, family

contact history:

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Reconnaissance Before the Ask

•WHO ASKS?

•Use a team

•WHO IS ASKED?

•Barry and Barbara

together? Their kids?

Their parents?

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Reconnaissance Before the Ask

•WHEN?

•WHERE?

•AMOUNT?

•VALUES?

•PROJECT?

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There’s Got to Be An Emotional Attachment

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The Role of the Volunteer

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FACE TO FACE is the Only Way

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Ask Warm Up: Preparing the Donor

•“You’ve been so involved in our cause, are you ready to

talk about your campaign gift?”

•“We’d like to come talk to you about an important project

at our organization.”

•“If you were to make a major gift, where would you want

to focus?

•“Of all the things we do, what appeals to you most”

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The Script

•Who speaks; who asks; who follows up

•Lay out the times for Frannie and her boss to speak and

their role

•Gift: purpose, amount, benefits and outcomes, who else

has given, recognition, why Barry?

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THE ASK: How You Are “Being”

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Steps in the ASK

•Warm Up – social conversation

•Presentation and compelling CASE

•ASK – always specific amount – specific purpose

•Donor’s response - discussion

•Closing, set followup steps

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It’s Really a Time for Celebrating Your Organization!

What have you achieved? What can you achieve?

All with the help and support of friends and supporters

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Volunteer can Say:

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• “Join with me to make this happen.

• I support this group and it’s worthy and deserving of your support as well.

• I’ve made a five year pledge to this group because I want to invest in its future. Please join me and other top supporters and consider making a gift now. Our combined support will be no less than transformational.”

Laura Fredricks, “The Ask – how to Ask Anyone for Any Amount for Any Purpose”

Listen Your Way to the Gift

•Use your radar and focus on the donor’s body language

•Be open and conversational

•Note where the donor’s questions are coming from

•Anticipate the donor’s reaction and plan for it

•Never ever be aggressive or too salesy!

•Thoughtfully respond to each concern and question

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The Ask

•Would you consider a gift of xxx for yyyyy?

•Specific amount for specific purpose

•What will the gift be used for?

•How will it be recognized?

•How many other gifts are at this level? And who gave

them?

•Why the gift is needed now?

•Why are we asking this person for this amount?

•What is the urgency?

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When to Shut Up

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Wrapping Up The Ask Discussion

•Set your time for following up – exactly when

•Repeat the gift amount, purpose and benefits of the gift

•Be positive and upbeat

•Thank the donor for listening and considering – and for

their past support

•Remind the donor how important it is and the difference

it will make in people’s lives

•Discuss donor recognition

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“NO” means. . .

“Not Now”

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Handling Objections

•“Yes and”

•Not “Yes but”

•Don’t shy off

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The Ask Followup

Get back in touch

cheerfully and often.

Followup letter – keep the

momentum and sense of

urgency.

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ThankThankThankThankThankThankThank

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