Presentation on theme: "Marcy’s Major Gifts Makeover"— Presentation transcript:
1 Marcy’s Major Gifts Makeover Making an Artful Ask!
2 The Artful AskerMarcy Heim, CFRE, is an author, speaker and coach for those transforming the world through philanthropy. Her direct and entertaining style reflects over twenty years of in-the-trenches, major gift fundraising and management success where she and her team raised millions by creating the genuine relationships she promotes in her popular sessions."Empowering Development Ambassadors” is Marcy’s book on major gift relationship-building and the role of both methods and mindset in success.Marcy Heim, CFREFounder & Principal
3 Session Goals The power & joy of philanthropy Why people give/the Words we useThe Cycle of Successful Relationships – overviewMaking an ask & WRITE your ask!Throughout – Our MINDSET!
4 “What’s the cause? Can’t you just give? Must there always be a cause?”
5 Philanthropy: A Definition From the Greek word, philanthrapia, meaning love of humankind. The effort or inclination to increase the WELL-BEING of all through the giving of one’s time, talent or money for the GREATER GOOD.Community Foundation of Greater Wood County
6 Why Do People Give?They believe in your mission and want to make a difference *****They are askedThey believe you are stable & ethicalThey want to honor someone/thingThey want to extend their valuesThey have a high regard for the staff and the volunteer leadershipThey want to belong to something and help their community
7 Reasons That Do Not Play a Big Role in Creating A Joyful Giver Guilt/Strong ArmTo meet our numbersFor RecognitionPromotional Materials and ProposalsTo Reduce or Avoid Taxes
8 Universal Vision“You want to compose a good world – it is an honorable and noble profession.” – Maya AngelouLet your vocabulary reflect your attitude!
9 And every day, it is your choice. Why you are you here?Our role, responsibility and opportunity to make the world a better place.And every day, it is your choice.Limiting Beliefs
10 “We become what we think about!” Earl NightingaleThe Strangest Secret
11 Declarations about Raising Major Gifts My cause is worthy of people’s investmentWe are a sound and accountable organizationWe make a difference and I am proud of what we doPeople love to give me money!By giving to my organization, my donors experience the joy of philanthropy! It feels GREAT!I delight in hearing about gifts to other organizationsI love to give to my organization myself
12 "Our beliefs can move us forward in life, or they can hold us back.“ Examine Your Beliefs"Our beliefs can move us forward in life, or they can hold us back.“Oprah“I’ve heard this before”
13 Let’s Get The Money! hit up put the arm on … The bottom line loaded milk… should give… ought to give… owes usContacts per monthget into his/her pocketspick the low hanging fruitWhat about?ProspectSuspectFollow upStrategyMove youPitchCloseQualifyDreamMake a differenceGiftConsiderImpact/HopeMeaningfulExciting/PassionSustaining/Enduring Possibilities/ImagineWhat to you think?Opportunity to investThank you/Gratitude13
14 Why are the words we use so important? Our words define who we are to others, how we feel about ourselves and how we choose to be seen by the world.
15 BUT…It’s more than just the words you use… you need to really mean them. Marcy Heim
16 WRITE THIS DOWN!Philanthropy is the Mystical Mingling of a joyous giver, an artful asker, and a grateful recipient Douglas M. Lawson (1936)
18 The Math of Major Gift Work For each major gift (>$25K), you need three prospective major giversOn average, a major gift is closed after 9 meaningful contacts, or between 6 mos-2yrsThus to get 5 new major gifts requires 3 x 9 x 5 = 135 meaningful contacts.
19 5 Laws About MoneyMoney likes clarity. Telling your personal story. Blaming, tangents, broadcast approaches. When you aren’t clear, you don’t connect, Clear values, message, impactMoney comes through people …so it’s never about the money. Money is the vehicle that connects shared valuesMoney likes certainty. Opportunities for Giving. This is what this amount will do.Money likes consistency. The key to more & larger giving. It is not an event, it is a flow-a relationship you can count on.Money likes systems.(not winging it) Rain barrel directs to impact
20 Beginning the Conversation Think about people like you---who share your values and interestsBe VERY clear on why you champion, invite and invest – money likes clarityMake connections between opportunities to give and givers’ interests with your needsShare your story– anywhere and anytime!
21 Creating Joyful Givers Make communicating with others a priority – newsletters, website, etc. Telling the story!Board/volunteers play a key role here for their own 1:1 connections & to connect staff – Money comes through people. Consistency.Let the relationship evolve – Grandchildren syndromeCreate EXPERIENCES – big and small to be involved and see first-hand the impact (Invite)Talk/listen about what you need – get to dollars/impact Money loves certainty.
22 Making an Artful AskMake an ask only if you are comfortable in doing soArrange the ask call for staffAgree to be a “member” of the asking teamServe as the testimonial regarding the organizationDiscuss the impact a gift will have on your organizationBe a role model for a similar level of givingShow strong support for organization’s mission/prioritiesSupport a potential giver’s inclination to support another project
23 Being a Grateful Recipient Steward the gift, donor and a culture of stewardship – Money loves systems.It’s all about demonstrating IMPACTBe genuinely grateful, Listen for any concerns or questionsDeepen and continue the personal relationship. Money love consistency.Thank people whenever appropriate and in a variety of ways – not 10 form lettersBe creative and watch for the sparkle. Listen for new interests in your organization
26 Major Issues in Asking What are the important linkages? How much do you ask for?Who makes the ask?Where is the best location to make an ask?What do you send out ahead of the call?When is the timing right?How do you make an artful ask?Common pitfalls in making an ask?What do you say when….responding to objections.How do you follow up?What do you do if the answer is “no”? Or YES!
27 Review the Cycle to Date Make it ‘Right”Motivation and values, knowledge, decision-maker, concerns, preferences for involvement, giving and stewardship.
28 Research and Discovery When is the timing right?What is the right amount?Who makes the ask?Where is the ask made?Listen for signals: Listen, Listen, ListenAsk thoughtful questionsDevelop a “touch” for knowingRemember: this is an art, and a scienceReady…aim…aim…aim…aim
29 How Much do you Ask For?Using your 6-9 meaningful contacts, you have assessed the potential through your conversations personally and through involving others in the action plan for the donor. You believe you have found a fit with the giver’s interest and capacity.Talk about dollars to accomplish a certain impact and listen, listen, listenIn cultivation, review costs today.Ask for somewhat more than the person’s estimated ability. Most people are flattered.Discuss the form of the gift, the payment period and possible combinations of outright and deferred.
30 Who makes the ask?The development professional generally “speaks the ask.”A high ranking administrator.A volunteer or board member.An “expert” on the projectWho should be part of the team to visit with David about his gift?
31 Where is the Ask Made?homeWherever the potential giver is most comfortableAvoid noisy restaurantsAvoid quiet restaurantsBest places: donor’s home, with spouse.Pay attention to setting; make it classyofficecampusrestaurant?
32 Rehearse/Role-play WRITE OUT the ask Practice the ask bestow honor/praiseshow organizational pridebe considerate; ask for considerationstate specific amountstate specific purposeBe quietWRITE OUT the askPractice the askDefine roles of team members and role-play the call
33 Is this an Artful Ask?Joe, you are one of the most successful and highly respected leaders in our community. Your service on our Board has been instrumental to our success in creating and expanding our Garden project. We know you understand, in addition to the beauty, what an important teaching tool this is for us. Would you consider a gift of $50,000 to establish the Joe Smith Garden Outreach Program endowment?bestow honor/praiseshow organizational pridebe considerate; ask for considerationstate specific amountstate specific purposeBe quiet
34 What are the Common Pitfalls in Making the Ask? We talk too muchAsk sounds cold or inconsiderateWe use words like “should” and “ought”We ask apologetically and are embarrassedEye contact breaks downThe ask is rushedWe break the silence too soon after ask is made
35 Respond to Objections Institution or Organization Based Project/Program Fit or ImplementationDollar Amount is a ChallengeReflection and Consideration
36 Project/Program Fit or Implementation Concerns regarding impact and importanceOutline addressing concerns in plan for follow up determined at the “ask” visitTake project concerns in steps – 'Will check and get back to you.’ Shows thoughtful consideration. Address concerns and details in a Memorandum of Agreement or Pledge Document.“Can I share with department?” for follow up of specific concerns.Address concerns in follow up phone calls and correspondences from key peopleTake care not to create the fit inappropriately. (in other words, try to create a program to meet their interests that’s not in your priorities)
37 Dollar Amount is a Challenge Too much “That’s a lot of Money!”Sounds like you are wondering why we need that amount in order to do XGifts over timeAnnual now with endowment from estateMix of both annual and endowmentAnnual onlyHas just made another giftStart next year (or at some point in the future)Annual this year or even beyond“Sounds like you want to do this but we need to talk about ways to do this.” “I can share how others have handled this.”Agree to do gift in estateWonderful! Later visit re experiencing during lifetimePartner with others (planned giving staff/member of Board)
38 Respect and GratitudeSeldom will you close a major gift on the asking callPlan ahead for following upEstablish the next stepBe considerate, thank the person, be grateful
39 What Do You Do if the Answer is “YES”? Make sure all appropriate people say “thank you”Design a creative plan to continue saying “thanks”Continue visiting the giver and listening for next opportunityKeep working the Cycle!!!!!BE GRATEFUL!Yippee
40 Multiple asksThe annual fund is still the annual fund accomplishing all it does.Planned gifts provide amazing options for your major gift donors.Donors support causes/projects/programs of interest to THEM.In other words: DON’T ASSUME….YOU KNOW WHAT YOUR DONOR IS INTERESTED IN.THEY WILL BE OFFENDED BY THE ANNUAL FUND ASK.THEY WILL GIVE YOU LESS IF THEY SUPPORT SOMETHING ELSE.THEY NEED YOU TO CONVINCE THEM.THEY WILL BE OFFENDED BY MULTIPLE ASKS.
41 Adages about Asking (all true) You almost never get the gift you do not ask forYou must earn the right to askYou must balance the art and the scienceYou must focus on serving your donorNothing is more rewarding than the results and impact of an “artful ask”
42 Lack versus AbundanceLack is metrics driven, Abundance is metrics supportedLack says either/or, Abundance says BOTHLack sees obstacles, Abundance sees opportunities.Lack says “I already know this”, Abundance says ”There is always more to learn”Lack is fear, Abundance is Pushing past fearLack is being a victim, Abundance is taking responsibility
43 Take back the power and knowledge that you create everything in your life…and everything that is NOT in it.
44 Write your Declarations ExerciseWrite your DeclarationsAffirmation – a positive statement asserting that a goal you wish to achieve is already happening.Declaration – to state an official intention to undertake a particular course of action or adopt a particular status.
45 Challenge/Declaration I’m just don’t get the breaksEither I will be successful or have enough time for my familyRich people are greedy pigsHe will say no to this askShe really doesn’t want to meet with me about givingI don’t really know how to talk about all the optionsDeclarationI create my lifeI can have both a successful career and time for my familyI model and respect rich peoplePeople love to give me moneyOur college is worthy of her investmentI promote the value of gifts to our cause with passion and enthusiasm
46 Summary of Important Points Respect and honor your donors. As you deepen your relationships, be true to shared values and have honorable goals.Employ metrics to serve the relationship-building process and to help you organize and record the information needed for you to best help your donors accomplish their giving goals. What is measured, grows.
47 Summary of Important Points Set numerical benchmarks based on your mix of job responsibilities, years in development work, life experiences, tenure at this institution and donor base demographics (travel, age, etc). How far ABOVE these will you aim?Set benchmarks that challenge you to manage your time well and put in an honest day’s work.Focus on building the relationships and serving the donor and the money will follow.
48 608-772-6777 email@example.com Please join my e-newsletter list!Thank You!