Presentation on theme: "Using Phonathon to Positively Influence Matching Gift Programs Tips and Strategies for Increasing Results Mike Brucek Director of Services Fundraising."— Presentation transcript:
1 Using Phonathon to Positively Influence Matching Gift Programs Tips and Strategies for Increasing ResultsMike BrucekDirector of ServicesFundraising Management Division
2 Would You Turn Down Free Money? Failure to maximize matching gift potential is leaving money on the tableCallers, management, and administrative personnel all influence resultsJust a 1% increase in matching gifts is equal to thousands of dollars for most programs.
3 What Does a 3% Increase Mean To You? PLEDGE DOLLARS3% INCREASE$250K$7,500.00$500K$15,000.00$750K$22,500.00$1 Million$30,000.00
4 Industry Averages for Matching Gifts in Phonathon Averages are affected by:InstitutionPredominant employer in regionTypes of degrees offeredDonor educationStudent callersScripting and training118 Institutions$8.1 million matching pledgedOn average, 10.23% of the pledged dollars qualified for a matching gift.55,129 total pledges were matched
5 Average Pledge Comparison The Significance of Matching Dollars – FY12 Average pledge increases by $10.08 when matching dollars are included.** Stats courtesy of RuffaloCODY on-campus phonathons
6 Phonathon Matching Gift Percentage - Fiscal Year 2012 Public vs Phonathon Matching Gift Percentage - Fiscal Year 2012 Public vs. Private Institutions- Higher Education** Stats courtesy of RuffaloCODY on-campus phonathons
7 Matching Gifts by Program Size Higher Education Institutions – FY12 ** Stats courtesy of RuffaloCODY on-campus phonathons
8 The Corporate Perspective What’s in it for them? Recruiting new employeesReinforces value of high quality education with employeesHelps local colleges and universities; communityEmployee retentionShows corporate America in positive lightTax and financial considerations for business
9 What’s In It For the Prospect? Too much of a hassleCommunicate the importanceExplain this while the prospect is on the phoneFear reprisal for asking company to contributeEconomy, job loss makes people nervous about taking advantage of benefitNot educated about processDoesn’t understand what matching benefit is and how it worksBelieves institution will take care of itCallers need to explain what prospect’s responsibility is in terms of sending it back
10 Train Callers to Understand the Process Callers should be able to fully explain the steps to prospectGeneral processCollege/University’s role in processingCredit recognized/given by schoolDevote a full page in your training manual to matching giftsCover how to distinguish company rules, including minimum and maximum amounts, retiree or spouse matches, match ratios, etc.Invite your matching gift administrator to talk with your callersHelps show the seriousness of matching giftsExplaining internal process makes it clearer to student
11 Use a Consistent Pledge Close Teach callers to ask for matching dollars on every giftMake no assumptions, even if they have updated business infoSpouses can be a source of matching giftsUse at proper time, consistently in the closing process
12 Example of Pledge Close READ ALL POINTS VERBATIM!!Thank you very much for your commitment of $_____.Will that be on your MasterCard, VISA, American Express, or Discover?(Be very assumptive with this ask)If they object to using credit card:The reason we are asking all alumni to place their gift on a credit card this evening is that it saves the University postage and administrative costs. That means giving on credit card actually makes your gift even more valuable to the school. Can we put that on your MasterCard, Visa, American Express, or Discover card this evening?(If No): We will send you a pledge card in the mail. Can you have that gift back within 30 days?Is your mailing address still ________? (If no, capture new address)Are you still employed at __________? (If no, or employer field is blank, capture employer)Do you know if you or your spouse work for a company that would match your gift? I can look that up for you since this can double or even triple the impact of your gift!Be sure to explain the process to prospect.Thank you again for your commitment of $_____. I enjoyed speaking with you and we appreciate your support!
13 Proper Scripting for Matching Gift Ask IncorrectDo you or your spouse work for a matching gift company?CorrectMany companies match charitable contributions and I would like to check to see if you (“or your spouse” when applicable) are eligible. May I have the name of your employer?Small changes in verbiage alter the meaning of the question and often lead to confusion. Confusion and complexity are two big reasons why prospects mistakenly tell callers their companies do not match!
14 Coaching Callers for Improved Matching Gifts Listen specifically for matching gift ask.Tape or record calls to refine techniques.Listen to multiple presentations to assure consistency in delivery.Callers should be coached nightly and documented about once every 10 hours of calling.
15 Matching Gift Inserts Use in pledge acknowledgements and reminders Low cost and easy to includeFlexible in design. Use color, text, and size/shape to tailor the piece to your needs
17 E-Mail Reminders to Fulfill Matching Gifts Thank you, John, for your commitment to the XYZ Fund! Your gift will help current students – like the Phonathon caller you spoke with – archive their academic and career goals. Ongoing private support from alumni and friends like you allows the XYZ Fund to continue offering an outstanding education and student experience, as well as maintain its stature as a great public university.Your pledge summary appears below. Please make your gift online or by mail with the pledge card you will receive in the mail within the next few days.Remember to check with your human resources department and our online matching gift database to see if your employer matches gifts. Many employers also match gifts made by spouses or retired employees. Your matching form can be mailed to the address belowThank you, again, for your support if the XYZ Fund!Any s sent to acknowledge, remind, or thank constituents for pledges can (and should) easily include information on matching gifts.Links to online databases direct donors to your website and provide the opportunity to verify their employer’s participation in matching gifts.Text or visual appearance can be easily altered for future adjustments
18 Verifying Employer Information During The Call Phrase correctly for maximum effectivenessStated too bluntly and many prospects refuse to updateUse early in the call as part of demographic update processHelps justify the reason for the phone callAsk for job title along with company namePhone number is bonusExample“The University likes to hear what alumni are doing with their degrees….Are you still working at…?(or)Would you mind sharing your title and employer name?
19 What Does a 3% Increase Mean To You? PLEDGE DOLLARS3% INCREASE$250K$7,500.00$500K$15,000.00$750K$22,500.00$1 Million$30,000.00
20 Questions? Mike Brucek Feel free to contact me with questions or requests.Mike BrucekRuffaloCODYDirector of Services – Fundraising Management Division(617)