The Whats, Hows, and Whys of Major Gift

Solicitation

Presented by:

Vern Snyder, ACFRE

December 10, 2015

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December 10, 2015

Vern Snyder, ACFRE

The Whats, Hows, and Whys of Major Gift Solicitation

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Vern Snyder, ACFRE

Vern Snyder was appointed University of Toledo Vice President for Institutional Advancement on July 1, 2002. Prior to his appointment, he served as Vice President for Institutional Advancement at Eastern Kentucky University and Youngstown State University. At EKU he also served as President of the EKU Foundation. At YSU his responsibilities included fundraising, inter-collegiate athletics, public relations and communications. Vern is a graduate of West Virginia University with a master's degree in music education. In 1993 Snyder earned Certified Fundraising Executive (CFRE) status from the Association of Fundraising Professionals (AFP). In 2010 he earned Advanced Certified Fundraising Executive status (ACFRE), one of only 107 individuals with that distinction. Snyder serves on the AFP International Conference Education Advisory Committee and the Professional Advancement Division Committee. He also advises a number of local not-for-profit organizations in Northwest Ohio. Vern retired from the University of Toledo in July 2015.

AFP WebinarDecember 10, 2015

Whats, Hows, Whys of Major Gifts Solicitation

Presented by Vern Snyder, ACFRE

Vice President Advancement (Ret.)UNIVERSITY OF TOLEDO

Vern Snyder, ACFRE• Vern Snyder was appointed University of

Toledo Vice President for Institutional Advancement on July 1, 2002. Vern is a graduate of West Virginia University with a master's degree in music education. In 1993 Snyder earned Certified Fundraising Executive (CFRE) status from the Association of Fundraising Professionals (AFP). In 2010 he earned Advanced Certified Fundraising Executive status (ACFRE). Snyder serves on the AFP International Conference Education Advisory Committee, the Professional Advancement Division Committee and the ACFRE Certification Board. He also advises a number of lNorthwest Ohio non-profits.

Major Gifts

• Raise significant funds quickly

• Cost effective

• Build long term relationships

Cost Defined

• Direct Mail (Acquisition)

$1.25 to $1.50 per $1.00 raised

• Direct Mail (renewal)

$0.20 to$0.25 per $1.00 raised

Cost Defined

• Special Events $0.50 to $0.75 per $1.00 raised

• Major Gifts $0.10 to $0.20 per dollar raised

• Capital Campaigns $0.10 to $0.20 per dollar raised

• Planned Giving $0.20 to$ 0.30 per dollar raised

Major Gifts

• Fear

• Lack of Prospect Research

• Reluctance to change status quo

Major Gifts

• Making time to build a Case

• Developing priority projects

• Asking for money

Major Gifts

• 90% of gifts are from 10% of donors

• Why not spend 90% of your efforts with that 10% of donors

Major Gifts

• Research Indicates:

• 18 -24 months from initial contact to secure a major ($100,000 +)gift

•7 -8 contacts per prospect

(average of one contact per quarter)

Discovery

• Wheat or Chaff

• Interest + Ability = Potential

• Determining the “ask” amount

Cultivation

• Sharpen interest in the institution’s case

• Raise the sights of potential donors

• Determine hidden reservations and correct problems in advance

Cultivation

• Instill a personal responsibility for success by inclusion in the planning process

• Generate enthusiasm

Pre-Visit

• What do we hope to accomplish?

• What do we know about the prospect?

• What do we need to ask about?

• How should we present our case?

• How are possible responses?

• What do we need to bring?

Early Visits

• Learn about the donor:

• Thoughts

• Concerns

• Attitude

• Interests

Early Visits

• Create Opportunity for more dialogue

• Create a deeper relationship to draw prospect into life of the organization

• Relate your priorities to the donor’s interests.

Post-Visit

• What was accomplished?

• Did we make progress?

• What do we do next?

• When is our next meeting?

• Has the status changed?

The Ask!

How Do You Think the Donor Feels?

• Will they ask for a zillion dollars?

• How much is appropriate?

• I support the organization, but I have questions.

The Ask!

Timing

• Has the prospect been cultivated?

• Are the prospect’s interests known?

• Is there a target think about number?

• Who will make the ask?

The Ask!

Set Up the Meeting

• Your turf or theirs? Going to them makes a statement.

• Lunch or other time?

• Include others?

The Ask!

• How the Meeting Goes (Four Steps to Success)

The Ask!

A. Small talk areas of common interest

Demonstrate genuine interest

Move conversation to case and reason

Present your case; ask questions to gauge interest

B. Make the ask

The Ask!

B. The Response

Answer questions

D. Close

If no decision, close for the next meeting

Make the Ask!

“We would like you to consider a gift of $______ pledged over five years.”

There are other phrases, but this one is direct and it works.

Make the Ask!

Do not say, “We have you down for $______.”

Do not say, “Fred said you could give $______.”

Make the Ask!

• Ask…then wait for the response and listen.

Make the Ask!

While yes is what you hope to hear, what you may hear follows:

“That’s too much money.”

Make the Ask!

We are approaching a select group pf prospects, like yourself, that by making a gift will validate the importance of this project to the rest of the community.

Is it the amount we are asking you to consider or is it our timing?

Make the Ask!

“I can’t decide right now.”

Make the Ask!

• “Important decisions take time. Have we given you enough information?

• Decisions like this take time. How can we assist you while you are making this decision?”

Make the Ask!

• “I have to talk with my spouse (my advisor).”

Make the Ask!

• “If you wish, we would be happy to meet with them.”

Make the Ask!

Points to Ponder:

Wherever you end up, always close for another time to meet to talk about their decision.

If you wait for them to call you…you will wait for them to call you.

The Next Gift

• Thank you letters are the number one priority

• Giving societies

• Special events for special people

• Naming opportunities (Buildings to rooms…a menu)

• Annual reports and other institutional publications

Questions?

Vern Snyder, ACFREVern.Snyder@utoledo.edu

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The Whats, Hows, and Whys of Major Gift Solicitation

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