1. It’s Time to Make the Ask

2. Donor Motivation Belief in mission Belief in mission Community responsibility and civic pride Community responsibility and civic pride Fiscal stability of the institution Fiscal stability of the institution Organizational efficiency Organizational efficiency Regard for leadership (staff and volunteer) Regard for leadership (staff and volunteer)

3. Involvement Involvement Connection to the donor’s personal experience Connection to the donor’s personal experience Personal contact with representatives or constituents Personal contact with representatives or constituents Positive feedback about the use of previous gifts Positive feedback about the use of previous gifts Urge to give something back Urge to give something back

4. Bottom Three Tax considerations Tax considerations Promotional materials Promotional materials Guilt/Obligation Guilt/Obligation

5. Major Gifts are “Stop and Think” Actions It takes longer for needs and motives to develop It takes longer for needs and motives to develop As the level of request rises, so does the number of influences increase As the level of request rises, so does the number of influences increase

6. Major Donor Profile Significant net worth Significant net worth Sufficient disposable income Sufficient disposable income Strong belief in mission or the type of service you provide Strong belief in mission or the type of service you provide Has history of financial support to your organization Has history of financial support to your organization Philanthropic intent, interest, experience Philanthropic intent, interest, experience

7. Volunteer involvement with your organization Volunteer involvement with your organization Few other current commitments or obligations Few other current commitments or obligations

8. As the size of the gift decision grows, the discussion becomes more rational, but the decision becomes more emotional As the size of the gift decision grows, the discussion becomes more rational, but the decision becomes more emotional As the size of the gift decision grows, the greater the expectations of the organization to use it well As the size of the gift decision grows, the greater the expectations of the organization to use it well

9. MOVES = Cultivation A strategy or process that moves a prospect from attention to interest to desire to action A strategy or process that moves a prospect from attention to interest to desire to action Never static Never static –Ongoing planned relationship building

10. How to Begin Select the top 10 to 25 prospects Select the top 10 to 25 prospects Identify natural partners Identify natural partners Begin to gather information about the prospect from Begin to gather information about the prospect from –Public information –Natural partners –Listening to the prospect

11. Planning MOVES Identify a potential primary player for each prospect Identify a potential primary player for each prospect Develop a strategy and gift objective Develop a strategy and gift objective Plan next five to ten moves for each prospect Plan next five to ten moves for each prospect

12. Types of MOVES Consciousness penetration Consciousness penetration Phone, letter, personal visits Phone, letter, personal visits Progress – what has been learned from the move Progress – what has been learned from the move –Each move must have an objective –After move is made the reaction must be evaluated against the objective

13. Implement the MOVES Record and Report Record and Report Refine strategy Refine strategy Fine tune plan for next move Fine tune plan for next move

14. Summary IDENTIFY – Prospects and Partners IDENTIFY – Prospects and Partners RESEARCH – Begin a file RESEARCH – Begin a file PLAN – Develop strategy and gift objective; Plan 5 to 10 moves PLAN – Develop strategy and gift objective; Plan 5 to 10 moves IMPLEMENTATION – Make moves IMPLEMENTATION – Make moves RECORD AND REFINE RECORD AND REFINE REVIEW – modify prospect list REVIEW – modify prospect list REPEAT REPEAT

15. Why you don’t get more gifts Cultivating too long Cultivating too long Become too friendly Become too friendly No strategy No strategy No proposal No proposal No defined goals No defined goals Delay appointment Delay appointment Wrong person asking Wrong person asking

16. Asking wrong person Asking wrong person Talk too much Talk too much Don’t ask Don’t ask Ask for gift rather than solve problems Ask for gift rather than solve problems

17. Preparation – 4 stages of Involvement Cultivation – getting to know one another Cultivation – getting to know one another Involvement Involvement Belief Belief Advocacy Advocacy

18. Cultivation, Education, Involvement Lead to avoiding obstacles and objections Lead to avoiding obstacles and objections

19. Answer the four questions in advance Is it the institution Is it the institution Is it the project Is it the project Is it the amount requested Is it the amount requested Is it the timing Is it the timing

20. Make them understand the purpose Of the institution Of the institution Of the project Of the project Of the gift Of the gift

21. Positioning the gift Clarifying the difference it will make in the lives of others and in the ability of organization to effect change Clarifying the difference it will make in the lives of others and in the ability of organization to effect change

22. A compelling case presented by a passionate advocate to a cultivated prospect for a reasonable amount will be successful

23. What does the donor need? Look at the world from their perspective Look at the world from their perspective Look at your organization from the other side of the desk (are you what you say you are?) Look at your organization from the other side of the desk (are you what you say you are?)

24. Basic Needs Prestigious association Prestigious association Good feeling Good feeling Recognition of self or memorializing others Recognition of self or memorializing others Fulfillment of vision, passion for mission Fulfillment of vision, passion for mission

25. Two more things to keep in mind People make major gifts for their reasons, not ours People make major gifts for their reasons, not ours Focus on nurturing, not selling Focus on nurturing, not selling

26. Woodward & Bernstein go after the gift Who makes the ask? Who makes the ask? What are you asking for? What are you asking for? How much are you asking for? How much are you asking for? Where are you asking? Where are you asking? When will you ask? When will you ask? Why? Why?

27. Just Do It! There is no perfect ask There is no perfect ask The keys are enthusiasm and commitment The keys are enthusiasm and commitment

28. Harold Seymour on dairy production You don't get milk from a cow by sending a letter or making a phone call You don't get milk from a cow by sending a letter or making a phone call You have to make contact, up close and personal You have to make contact, up close and personal

29. Jerry Panas: The three Es Empathy – listen closely and respond carefully Empathy – listen closely and respond carefully Energy – show the joy you feel in what you're doing Energy – show the joy you feel in what you're doing Enthusiasm – passion for the mission and the project Enthusiasm – passion for the mission and the project

30. It's easier to get the gift than the visit Making the call Stand up Stand up Smile Smile Get to the point Get to the point Ask for a specific amount of time – 45 minutes is optimum, but take what you can get Ask for a specific amount of time – 45 minutes is optimum, but take what you can get

31. Overcoming appointment resistance Stress the importance of talking in person Stress the importance of talking in person You can't do justice to the importance of the project over the phone You can't do justice to the importance of the project over the phone Ability to meet at the prospect's convenience Ability to meet at the prospect's convenience

32. Don't tell, suggest "Given the importance of the project, knowing how important this is to you, I thought you would want to make a significant impact by giving…."

33. Four components The challenge The challenge A sense of drama A sense of drama The need The need Urgency Urgency

34. Changing Lives How will the gift make a difference in someone's life? How will the gift make a difference in someone's life? How will it benefit the donor? How will it benefit the donor? Somehow, we have to address both Somehow, we have to address both

35. Things to remember The size of the gift is secondary The size of the gift is secondary The case must have urgency The case must have urgency Don't focus on minute details or big numbers – specify and personalize Don't focus on minute details or big numbers – specify and personalize

36. After asking… …don't fill in the silence; let the ask hang there and wait for the prospect to speak first.

37. Objections are your friends Is it the institution? Is it the institution? Is it the project? Is it the project? Is it the amount? Is it the amount? Is it the timing? Is it the timing? Don't lose optimism or enthusiasm.

38. Where does it come from? Some rules of thumb Major gifts are usually 10-25 times annual gift average Major gifts are usually 10-25 times annual gift average 10% of income a good target for 5-year pledge ($200,000 income/$20,000 gift/$4,000 per year) 10% of income a good target for 5-year pledge ($200,000 income/$20,000 gift/$4,000 per year) 2% to 5% of net worth is the same ($2,000,000 net worth/$40,000 to $100,000 gift/$8,000 to $20,000 per year 2% to 5% of net worth is the same ($2,000,000 net worth/$40,000 to $100,000 gift/$8,000 to $20,000 per year

39. Annual vs. Major For the ongoing work of the institution to sustain the service Frequently asked for gift A quick decision For endowment, special equipment, building programs Infrequently asked for/10 to 25 times annual gift More time needed

40. Annual Major Cerebral: “I’ll go ahead and do this.” Best done by a personal visit Can be solicited alone No need for professional help Visceral: a great joy in making the gift Personal visit always required Best done in pairs, or more May need attorney, accountant

41. Annual Major Spouse not always necessary for presentation Volunteer can handle Can often be done on first visit Spouse should be there May be done with CEO or staff member, with volunteer May require two or three visits and follow-up

42. Annual Major Out of Income Cash gift For the good of the institution Out of assets Extended over 3 to 5 years For the good it does in the life of the donor

43. Things to avoid Lack of preparation Lack of preparation Anxiety Anxiety Not asking questions Not asking questions Inattention Inattention Getting bogged down in details Getting bogged down in details Focusing on need of institution rather than needs of those served Focusing on need of institution rather than needs of those served

44. The major thing to avoid Not asking Not asking