face-to-face solicitation

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Sponsored by: A Service Of: Everything You Ever Wanted to Know About Face-to-Face Solicitation, But Were Afraid to Ask From Preparation to Closing the Gift David A. Mersky March 28, 2012

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The single best way to achieve the greatest gift possible--and deepen a donor's relationship with your organization--is through a face-to-face solicitation. This webinar will provide you with the background, skills and techniques to help you prepare for the encounter and conduct the conversation that will move a giver to the next stage in becoming a life-long donor.

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Page 1: Face-to-Face Solicitation

Sponsored by:A Service

Of:

Everything You Ever Wanted to Know About

Face-to-Face Solicitation, But Were Afraid to Ask

From Preparation to Closing the Gift

David A. Mersky

March 28, 2012

Page 2: Face-to-Face Solicitation

Sponsored by:A Service

Of:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

[email protected]

INTEGRATED PLANNING

Page 3: Face-to-Face Solicitation

Sponsored by:A Service

Of:

Affordable collaborative data

management in the cloud.

Page 4: Face-to-Face Solicitation

Sponsored by:A Service

Of:

Today’s Speaker

David A. MerskyFounder and Managing Director

Mersky, Jaffe & Associates

Hosting:

Sam Frank, Synthesis PartnershipAssisting with chat questions: April Hunt, Nonprofit Webinars

Page 5: Face-to-Face Solicitation

Everything You Ever Wanted to Know

About Face-to-Face Solicitation,

But Were Afraid to Ask:

From Preparation to Closing the Gift

David A. MerskyFounder and Managing Director

Mersky, Jaffe & AssociatesMarch 28, 2012

©2012 Mersky, Jaffe & Associates

Page 6: Face-to-Face Solicitation

Stay tuned until the end…

…for an offer

that you cannot

refuse.©2012 Mersky, Jaffe & Associates

Page 7: Face-to-Face Solicitation

©2012 Mersky, Jaffe & Associates

Page 8: Face-to-Face Solicitation

The State of Philanthropy in

America Today

©2012 Mersky, Jaffe & Associates

Page 9: Face-to-Face Solicitation

2010 charitable giving

Total = $290.89 billion

Page 10: Face-to-Face Solicitation

Fear of Asking

• It is legitimate

• We have an in-bred fear of asking for

anything.

• Overlay fear of asking for anything with our

cultural neurosis about money

©2012 Mersky, Jaffe & Associates

Page 11: Face-to-Face Solicitation

Asking

• Keys to successful, terror-free asking• Is this person ready to be asked?

• Have we gotten to know this person enough so that it would feel natural to ask them to make a financial contribution to our agency now?

• Would asking this person now be nothing more than nudging the inevitable?

• If it is too soon to ask, then wait

• Go back, re-listen, re-involve, re-cultivate

©2012 Mersky, Jaffe & Associates

Page 12: Face-to-Face Solicitation

Abundance-Based Asking

• People would rather say yes than no.

• Your job as a solicitor is to ask people for that to which they can naturally say yes.

• People can only contribute freely what they ―have‖ in abundance.

• Discover what people have in abundance –ask only for that.

• Not looking for sacrificial donors rather to provide positive experience of giving.

• PATIENCE: donor eagerly anticipates contact as you deepen relationship further before asking or asking again

©2012 Mersky, Jaffe & Associates

Page 13: Face-to-Face Solicitation

Donor Readiness

• Answers your phone calls

• Initiates contacts with you

• Shares passion with others and recruits

• Hangs around longer

• Volunteers more

• Makes gifts-in-kind

• Thinks of self as member of the ―family‖

• Gives advice

©2012 Mersky, Jaffe & Associates

Page 14: Face-to-Face Solicitation

©2011 Mersky, Jaffe & Associates

Page 15: Face-to-Face Solicitation

Preparing for Each Ask

1. Exactly who will be asked?

• Spouse/Partner

• Children and/or parents

• Business partners

– Respect every one’s vote

©2012 Mersky, Jaffe & Associates

Page 16: Face-to-Face Solicitation

Preparing for Each Ask

2. Who will do the asking?

• One person or more than one?

• People most appropriate for particular donor?

• Another board member to enhance the team?

• Is the asker too close to the donor?

• Who is donor’s favorite person?

• By whom would donor be most flattered?

• To whom could this person not say no?

©2012 Mersky, Jaffe & Associates

Page 17: Face-to-Face Solicitation

Preparing for Each Ask

3. Where will the Ask take place?

• Your place or theirs?

• At a restaurant or office?

• Are you prepared for it to happen spontaneously?

©2012 Mersky, Jaffe & Associates

Page 18: Face-to-Face Solicitation

Preparing for Each Ask

4. Exactly what will be asked for?

• Can be multiple components:

– Undertake a leadership role

– Refer others

– Solicit others

– Leadership gift

– Multi-Year commitment for ―units of program‖

• Tells you are looking for longer-term relationship

• You value talent and time, not just treasure

©2012 Mersky, Jaffe & Associates

Page 19: Face-to-Face Solicitation

Preparing for Each Ask

5. What is the bottom-line gift you seek?

• Have a range of asks

• Start with biggest to bottom line

• Include items other than money

©2012 Mersky, Jaffe & Associates

Page 20: Face-to-Face Solicitation

Preparing for Each Ask

6. What makes you think this person is ready

to be asked now?

• Recent cues?

• Have you given donor a ―heads-up?‖

• Put yourself in donor’s shoes

• Will donor feel comfortable/receptive to ask now?

©2012 Mersky, Jaffe & Associates

Page 21: Face-to-Face Solicitation

Preparing for Each Ask

7. In making this ―Ask,‖ list your biggest

• Concerns

• Fears

• Anxieties

• Reasons for procrastinating

©2012 Mersky, Jaffe & Associates

Page 22: Face-to-Face Solicitation

Preparing for Each Ask

8. Does the person have an abundance of that

for which you are asking?

• Donors want to say yes

• Don’t embarrass them

• Do your homework

©2012 Mersky, Jaffe & Associates

Page 23: Face-to-Face Solicitation

Preparing for Each Ask

9. What is person’s self-interest in saying yes?

How good would they feel saying yes?

• Or, how sorry will they feel saying no?

• What is their emotional connection?

©2012 Mersky, Jaffe & Associates

Page 24: Face-to-Face Solicitation

Preparing for Each Ask

10. What might strengthen this ―Ask?‖

• What could you add that would make saying no

nearly impossible?

• A different asker?

• A memorial gift?

• A leadership gift?

• A challenge or matching gift?

• More years to spread out the payment?

• A particular type of recognition?

©2012 Mersky, Jaffe & Associates

Page 25: Face-to-Face Solicitation

Preparing for Each Ask

11. How would this person most like to be recognized?

• Donors will rarely bring up recognition

• You must weave it into the ask

• ―All donors at this level…‖– Receptions

– Meetings with speakers

– The ―CEO’s Table‖

– ―Printed‖ acknowledgement

• Provide options for recognition

©2012 Mersky, Jaffe & Associates

Page 26: Face-to-Face Solicitation

Preparing for Each Ask

12. How can person invite others to

participate?

• Once donor says yes, it is only natural to share

enthusiasm

• Mention opportunities to engage others

©2012 Mersky, Jaffe & Associates

Page 27: Face-to-Face Solicitation

Preparing for Each Ask

13. What would be possible for your agency if

the person says yes?

• Spend time thinking through this question

– What would it mean for your agency?

– What would it mean for the donor?

©2012 Mersky, Jaffe & Associates

Page 28: Face-to-Face Solicitation

Preparing for Each Ask

14. What other questions are still unanswered?

• Answers to questions beget more questions

• Be prepared for every conceivable eventuality

©2012 Mersky, Jaffe & Associates

Page 29: Face-to-Face Solicitation

Preparing for Each Ask

15. Finally, role play the ask with another

• Provide background on person to be asked

• Tell them some of your biggest fears

• Practice, Practice, Practice

©2012 Mersky, Jaffe & Associates

Page 30: Face-to-Face Solicitation

Be Authentic

• Once you have prepared, put it all aside.

• Go to Ask with different agenda.

• How related and connected can you become?

• Listen for every cue.

• Focus on what the donor says right now not on what you

should say next.

The key to a successful Ask is in your being a real human being—not a robot with a script. Be a regular person who truly cares about this donor and your agency. The more authentic you can be, the better.

©2012 Mersky, Jaffe & Associates

Page 31: Face-to-Face Solicitation

©2011 Mersky, Jaffe & Associates

Page 32: Face-to-Face Solicitation

Making a Face-to-Face Appointment

• Prepare for the call to make the appointment

• Clarify your objectives

• who, what, when, where, why and how

• Write a script

• Have your calendar ready

• Put a smile in your voice

• Be gently persistent

©2012 Mersky, Jaffe & Associates

Page 33: Face-to-Face Solicitation

Face-to-Face—Heart-to-Heart

• Break the Ice

• Turn the conversation to the organization

• Ask open-ended questions about the prospect’s experiences/feelings about the organization

• LISTEN—and remember what you hear

• Reinvent the case to relate to the prospect’s hopes, wishes and concerns

• Explain what’s happening now at the organization

• Share why you made your own commitment

©2012 Mersky, Jaffe & Associates

Page 34: Face-to-Face Solicitation

The Trial Close

• Make a trial close,

• DIRECT--―Would you consider strengthening our agency

by joining me with a gift of (the $ rated amount)?

• INDIRECT--―Only you know the right amount for your

family. But our campaign will only be successful if everyone

participates. I am hoping that you will consider a pledge in

the XXXX category with a gift between $XX,XXX and

$XX,XXX.

• BE SILENT—wait patiently for a response

©2012 Mersky, Jaffe & Associates

Page 35: Face-to-Face Solicitation

Question

List an objection that you have heard

when you have made an “ask.”

Please type your response into the question box

©2012 Mersky, Jaffe & Associates

Page 36: Face-to-Face Solicitation

Managing Objections

• Be prepared to

– Clarify

– Acknowledge

– Resume

– Close

• Ask more than once

• Say nothing each time after you ask

©2012 Mersky, Jaffe & Associates

Page 37: Face-to-Face Solicitation

Strategies for Managing Objections

• Do not become argumentative

• After acknowledging and responding to each

objection, close again

• Restate the gift in other terms—an annual,

quarterly or monthly amount

• Wait quietly for a response—ready for the next

objection or a commitment

©2012 Mersky, Jaffe & Associates

Page 38: Face-to-Face Solicitation

Wrapping Up and Following Up

• Always end a meeting with agreement

• If a final gift decision, restate the gift

• Say thank you and congratulate the donors

• Inquire how the donors want their gift

recognized—or do they prefer anonymity

©2012 Mersky, Jaffe & Associates

Page 39: Face-to-Face Solicitation

Wrapping Up and Following Up

• Follow-up with your personal thank you note whether the gift is

closed or not

– Thank for gift

– Thank for time invested

• Report in to the campaign management team

– Email/call the manager who will inform the rest of the team

– President’s personal acknowledgment letter

– Agency CEO’s institutional acknowledgment and transmittal of pledge

agreement, if appropriate

©2012 Mersky, Jaffe & Associates

Page 40: Face-to-Face Solicitation

©2012 Mersky, Jaffe & Associates

Page 41: Face-to-Face Solicitation

The Ask: Some Closing Thoughts

• Ask those who already know and love

your agency

• Ask when you know they have that

for which you are asking

• Ask when you know that they are

emotionally connected

©2012 Mersky, Jaffe & Associates

Page 42: Face-to-Face Solicitation

The Ask: Some Closing Thoughts

• The ―Ask‖ is an intimate occasion

• No two are ever the same

• First time is like the first dance with one you hope will be a lifelong dance partner

One person leads

The Donor

• Ask only when they are ready

• Asking=nudging the inevitable©2012 Mersky, Jaffe & Associates

Page 43: Face-to-Face Solicitation

The Ask: Some Closing Thoughts

If prospect says no, then you• Thank them and ask if there are other ways

they would like to be involved

• Then, figure out how to ask again in the way and for what they want to be asked

• Finally, ask again—or have the perfect person ask—so they say yes and feel great about it.

©2012 Mersky, Jaffe & Associates

Page 44: Face-to-Face Solicitation

The Ask: Some Closing Thoughts

• If prospect says yes, but doesn’t feel great…it is not a ―win.‖

• You do not need contribution that badly.

• You want donors to feel so good about giving that

• It is a source of supreme personal pleasure

• They have no need for others to know they gave

©2012 Mersky, Jaffe & Associates

Page 45: Face-to-Face Solicitation

Donors Introduce Others

• The last step in the cycle

• Donors talk with their friends

• Introduce their friends to your agency

• Natural occurrence

• Donors feel good about their gift

• Happy to hear from you

• Opportunity to deepen your relationship

©2012 Mersky, Jaffe & Associates

Page 46: Face-to-Face Solicitation

First Contact After the Gift

• Let donors know how excited you are to receive gift

• Let them know right away

• A telephone call within three days of first gift—basic follow-up call script

• Thank you

• We value your support and input

• What interests you? Do you have any advice? Is there any other way you would like to become involved?

• LISTEN• Any one you might invite to learn what we are

doing?

©2012 Mersky, Jaffe & Associates

Page 47: Face-to-Face Solicitation

Engage Donors to Grow the Circle

• Ask donors to host an event

• Trust you to do for their friends and family what you did with them.

• Treat friends with utmost care and respect

• Make no assumptions

• The dream—each referral becomes a lifelong donor with an ever-widening circle

• The circle grows exponentially

©2012 Mersky, Jaffe & Associates

Page 48: Face-to-Face Solicitation

To receive a free, 12 page…

Manual entitled

EVERYTHING THAT YOU EVER

WANTED TO KNOW ABOUT FACE-TO-

FACE FUNDRAISING,

BUT WERE AFRAID TO ASK

Send an email to [email protected]

©2012 Mersky, Jaffe & Associates

Page 49: Face-to-Face Solicitation

Mersky, Jaffe

& AssociatesFinancial and Human Resource

Development Solutions for Nonprofits

800.361.8689 413.556.1074 fax

www.merskyjaffe.com

OFFICES IN BOSTON AND NEW YORK

©2012 Mersky, Jaffe & Associates

Page 50: Face-to-Face Solicitation

Sponsored by:A Service

Of:

Find listings for our current season of webinars and register at:

NonprofitWebinars.com