.
We recently conducted a webinar on How to Create a Yearlong Fundraising Plan, hosted by Stevenson, Inc. We got some good questions during the session, so we thought we'd share two of them, and our answers.
*****
Q: Do you have any strategies for donor acquisition during these tougher times?
Focus on donor participation, and not necessarily on size of gift. Right now we have a lot of people who are scaling back on their contributions, but are no less committed to the causes they believe in. Economic conditions may have led them to reduce their overall charitable giving budget, so if they could give $100 to a single charity last year, they may only be able to give $50 this year. They already feel sad about that—you don’t need to rub it in! Help them feel like whatever amount they can give is important.
If you have suggested dollar amounts on your solicitations, you may want to add a lower end suggested amount and drop one of your higher end levelsa
I would not, however, add premiums at this time, and if you are using premiums (tote bags, decals, etc.) I would scale back. Donors want to know that you are using their money for the cause, not for premiums. Anything that seems like waste will be a turnoff for potential donors.
Q: You have 10 minutes to introduce your organization to a business. How do you do that and once you do that, when do you make the ask? Do you leave and make a second visit or do you make the ask right there after the presentation?
First of all, if you said you were coming to provide them with information, you should not ask unless they tell you to. No one likes being ambushed. If you said you were coming to ask for their support, then yes, you can ask for their support after the presentation.
Before your presentation, you should already know basic information about the business—who is their target market, what other causes do they support, what kinds of connections do they have to your organization? Don’t use your valuable presentation time asking basic questions or giving them information they already know.
If you have ten minutes, focus on people and results. If possible, find a way to get them to ask questions. Adults are generally more engaged if they are an active part of the learning process and if they are provided with practical solutions to problems.
Pick a story: you could talk about a student who benefited from a scholarship, or a person who received lifesaving care, or an artist that provided an inspiring performance…whatever the human face is for your organization, talk about it. Your potential donors generally don’t need to know process, details on history—you just need to make them feel good about the organization.
Find a way to draw them into the story—questions like “what would you do if you were in such and such situation?” Of course, make sure that your organization solves that problem!
Ask for feedback to make sure you’re not talking at them. If they seem disengaged, ask what kinds of information they would like to have. Be ready to end the meeting early if necessary—they will appreciate you not wasting their time.
If they seem really excited about the program, go ahead and ask them if this is the kind of project they would like to support. Again, if you said this was just going to be informational, do NOT whip out a prepared proposal. But be ready to follow up with a proposal immediately after the meeting if they want one.
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
Showing posts with label Making the Ask. Show all posts
Showing posts with label Making the Ask. Show all posts
Thursday, July 30, 2009
Tuesday, June 16, 2009
A Really Bad Idea
.
A well intentioned board member once suggested to jump start the major gifts program by getting a list of the wealthiest people in the community. With the list, someone (meaning staff) would be instructed to cold call the wealthy people, set up a meeting under the guise of "informing" them about the organization, and then spring a proposal on them at the end for a large gift.
If you have any fundraising experience, you'll recognize that this is an incredibly bad idea on many levels.
First, fundraising is not "cold calling." They call it "development" for a reason--it's about creating relationships for long term, sustainable support. You will immediately alienate your prospective supporters with your lack of knowledge about their interests.
Second, philanthropic relationships are based on mutual trust. The donor has to trust that your organization will respect their interests and properly steward their gift, and the organization has to trust that the donor supports the organization's mission. That cannot be developed in one meeting.
Third, doing what was proposed is akin to asking someone out for lunch for a first date, and proposing over dessert. Developing major gifts is not a one-night stand. While you might be able to get one gift this way, it's "go away money." You will have a tough time getting a second gift.
Identifying wealthy people is not bad, but you need to find a connection to those people. Why would they take your call? Who's the person who can make that connection?
If all this sounds a little too "touchy feely," here's how we explained it:
If you were asked to invest $5K, $10K or $15K in a company you had never heard of, would you? Sounds almost like a "get rich quick" scheme.
If someone came into your home under the guise of not asking you for anything, and then did, would you make a decision on the spot?
If you were being approached to invest in a company, would you want to know something about the company you are investing in? What would you want to know? How much time would you want to review that information?
Philanthropy is NOT about "hitting people up for money." It is about a voluntary exchange of value, and about donors investing in a company they value. Luckily, the board member took this to heart.
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
A well intentioned board member once suggested to jump start the major gifts program by getting a list of the wealthiest people in the community. With the list, someone (meaning staff) would be instructed to cold call the wealthy people, set up a meeting under the guise of "informing" them about the organization, and then spring a proposal on them at the end for a large gift.
If you have any fundraising experience, you'll recognize that this is an incredibly bad idea on many levels.
First, fundraising is not "cold calling." They call it "development" for a reason--it's about creating relationships for long term, sustainable support. You will immediately alienate your prospective supporters with your lack of knowledge about their interests.
Second, philanthropic relationships are based on mutual trust. The donor has to trust that your organization will respect their interests and properly steward their gift, and the organization has to trust that the donor supports the organization's mission. That cannot be developed in one meeting.
Third, doing what was proposed is akin to asking someone out for lunch for a first date, and proposing over dessert. Developing major gifts is not a one-night stand. While you might be able to get one gift this way, it's "go away money." You will have a tough time getting a second gift.
Identifying wealthy people is not bad, but you need to find a connection to those people. Why would they take your call? Who's the person who can make that connection?
If all this sounds a little too "touchy feely," here's how we explained it:
If you were asked to invest $5K, $10K or $15K in a company you had never heard of, would you? Sounds almost like a "get rich quick" scheme.
If someone came into your home under the guise of not asking you for anything, and then did, would you make a decision on the spot?
If you were being approached to invest in a company, would you want to know something about the company you are investing in? What would you want to know? How much time would you want to review that information?
Philanthropy is NOT about "hitting people up for money." It is about a voluntary exchange of value, and about donors investing in a company they value. Luckily, the board member took this to heart.
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
Monday, April 20, 2009
Farewell to "Flagstaff's Good Samaritan"
.
On Saturday, April 18, Dr. John H. Caskey III, a mentor and inspiration, passed away at his home in Flagstaff, Arizona.
He was 80.
The obituary published in the Arizona Daily Sun talks about many of the wonderful ways that he contributed to the well being of people in Flagstaff. They mention his role in founding the emergency physicians practice, his leadership of the High Country Hounds, and his creation of the Flagstaff Free Clinic, which is now North Country Healthcare.
But as is the case with all obituaries, there are a lot of stories that go along with those facts. When Dr. Caskey was recognized as the AFP Northern Arizona Volunteer Fundraiser of the Year in 2007, his nominator, Rick Swanson, North Country's Development Director, spoke about Dr. Caskey being the heart of the campaign. That was definitely the case.
John Caskey was one of our "rock star" volunteers on our North Country capital campaign. There were many things that John did that both affirmed fundraising best practice and demonstrated how practices can be modified to fit a rural community. Here are some things, among many, that we learned from Dr. Caskey:
Volunteers with strong networks are critical.
Everyone knew John, or knew someone who knew him. In many cases, Dr. Caskey would be calling on a prospective donor that he delivered as a baby! One of the issues at the beginning of the campaign was that North Country did not have an established fundraising program, so we didn't have a donor base to draw from for the initial asks. John took care of that.
Don't beat around the bush. Once John told me why he believed physicians weren't more charitable. After delivering his theory, he ended with a pause and added, "Well, I think that's a load of bull." Dr. Caskey would tell it like it was, not pausing to be politically correct. It demonstrated powerful belief and commitment to the cause.
Remember it's not about you: it's about making the community a better place. As we were in the final stages of the campaign, Dr. Caskey suffered a stroke. We were immediately concerned about being able to recognize his vision and efforts before he passed away. We approached Dr. Caskey and his family about naming the Learning Center in his honor. He wasn't interested. His main objection? "Seems like you could sell that naming right and get more money for the clinic." As a result, we established the John H. Caskey Endowment instead, to fund uncovered medical expenses for uninsured and underinsured patients. With John's support and his contacts, the endowment campaign has raised over $100,000 to date.
Passion for the cause combined with confidence makes you hard to resist. Rick would often joke that Dr. Caskey was a "chick magnet." We found him to be a "donor magnet," too! He exuded a level of command that made you want to listen to his stories and consequently, do the right thing for the health of the community. He talked about his inspiration for the Free Clinic--a young mother who's child didn't have a pediatrician. He spoke about asking doctors to donate their time to provide clinic hours once a week. He talked about the inadequacies of the current facilities to continue to serve those who needed care. And then he said he needed you. How could you say no to that?
We were very privileged to get to know Dr. Caskey over the last few years, and were honored to put together video and audio clips for the tribute dinner to launch the campaign in April 2008. He is someone we aspire to be like, and we will continue to think on a daily basis, "What would Dr. Caskey do in this situation?"
John Caskey was a great leader and friend. He made healthcare in Northern Arizona better for all of us. John, we'll miss you.
Links:
Caskey Tribute Dinner Video
John H. Caskey III obituary
North Country John H. Caskey III Endowment
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
On Saturday, April 18, Dr. John H. Caskey III, a mentor and inspiration, passed away at his home in Flagstaff, Arizona.He was 80.
The obituary published in the Arizona Daily Sun talks about many of the wonderful ways that he contributed to the well being of people in Flagstaff. They mention his role in founding the emergency physicians practice, his leadership of the High Country Hounds, and his creation of the Flagstaff Free Clinic, which is now North Country Healthcare.
But as is the case with all obituaries, there are a lot of stories that go along with those facts. When Dr. Caskey was recognized as the AFP Northern Arizona Volunteer Fundraiser of the Year in 2007, his nominator, Rick Swanson, North Country's Development Director, spoke about Dr. Caskey being the heart of the campaign. That was definitely the case.
John Caskey was one of our "rock star" volunteers on our North Country capital campaign. There were many things that John did that both affirmed fundraising best practice and demonstrated how practices can be modified to fit a rural community. Here are some things, among many, that we learned from Dr. Caskey:
Volunteers with strong networks are critical.
Everyone knew John, or knew someone who knew him. In many cases, Dr. Caskey would be calling on a prospective donor that he delivered as a baby! One of the issues at the beginning of the campaign was that North Country did not have an established fundraising program, so we didn't have a donor base to draw from for the initial asks. John took care of that.
Don't beat around the bush. Once John told me why he believed physicians weren't more charitable. After delivering his theory, he ended with a pause and added, "Well, I think that's a load of bull." Dr. Caskey would tell it like it was, not pausing to be politically correct. It demonstrated powerful belief and commitment to the cause.
Remember it's not about you: it's about making the community a better place. As we were in the final stages of the campaign, Dr. Caskey suffered a stroke. We were immediately concerned about being able to recognize his vision and efforts before he passed away. We approached Dr. Caskey and his family about naming the Learning Center in his honor. He wasn't interested. His main objection? "Seems like you could sell that naming right and get more money for the clinic." As a result, we established the John H. Caskey Endowment instead, to fund uncovered medical expenses for uninsured and underinsured patients. With John's support and his contacts, the endowment campaign has raised over $100,000 to date.
Passion for the cause combined with confidence makes you hard to resist. Rick would often joke that Dr. Caskey was a "chick magnet." We found him to be a "donor magnet," too! He exuded a level of command that made you want to listen to his stories and consequently, do the right thing for the health of the community. He talked about his inspiration for the Free Clinic--a young mother who's child didn't have a pediatrician. He spoke about asking doctors to donate their time to provide clinic hours once a week. He talked about the inadequacies of the current facilities to continue to serve those who needed care. And then he said he needed you. How could you say no to that?
We were very privileged to get to know Dr. Caskey over the last few years, and were honored to put together video and audio clips for the tribute dinner to launch the campaign in April 2008. He is someone we aspire to be like, and we will continue to think on a daily basis, "What would Dr. Caskey do in this situation?"
John Caskey was a great leader and friend. He made healthcare in Northern Arizona better for all of us. John, we'll miss you.
Links:
Caskey Tribute Dinner Video
John H. Caskey III obituary
North Country John H. Caskey III Endowment
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
Tuesday, January 1, 2008
Some Bears Like It Hot
You can do what most people do. You can ask for a “safe” amount that you are sure will get you a “yes.” If it’s low enough, how can they possibly say no?
You: “Would you be willing to support us with a $1,000 gift?”
Them: “Sure. Who do I make the check out to?”
YEAH! You’re done! You little rockstar, you! WHEW! No rejection! What a relief!
But didn’t that feel too easy? Are you wondering if maybe they would have given more if only you’d asked for more? Is it possible they were capable, willing and interested in investing more?
The truth is, you may have just lost more than you gained.
When you “set your anchor” too low you risk making two major mistakes.
You fail to establish the real value of your organization in the eyes of the prospect. “Oh they’re not the type of organization that you give $10,000 to.”
You minimize their commitment for the life of the relationship. “But I always give $1,000.”
But how do you know what amount is reasonable to ask for?
Think about Goldilocks. Too Hot, Too Cold and Just Right.
Too Cold” is the lowest level of gift you’d be happy with and still feel successful.
“Just Right” is better than the minimum and the amount you really hope to receive.
“Too Hot” is more than you expected. It’s the level you’re truly dreaming for.
Think about the gifts your organization has received in the past. Do some research about the prospective donor. What have they contributed to before? What size of gift did they give? Why were they motivated to do so? This helps you to find a precedent and understand the potential of donor. Sometimes these and other questions are asked in the exploratory stage of your relationship.
When you are prepared to make the ask, make like a boy scout and “be prepared.” Have benefits, recognitions and naming rights tables available for all your levels.
And remember, "Some bears like it hot." - Jimism #135
(More Jimisms at http://bit.ly/GBJim10 )
#####
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
Friday, December 7, 2007
Fundraising and Dating Angst
"I know you're probably busy on Saturday, and you'd probably never want to go out with someone like me, but I really need a date on Saturday and I was hoping that maybe you might be available?"
What was your reaction?
If you're like most people, you probably tried really hard not to hurt the person's feelings, but you did NOT want to go out with him or her.
They were too desperate!
Fundraising is like that too.
Sometimes nonprofit organizations will present a request that sounds like...
"We know that everyone asks you for money, but we were wondering if maybe you could give us something because we REALLY need this money. Whatever you can spare would be fine..."
They sound desperate.
When asking for a contribution, remember to speak with sincerity and a modest level of pride. It's all about connection and providing donors with a worthwhile experience.
For more on this topic, contact Goalbusters about "The Dating Game: Creating Lasting Relationships with Your Donors"
#####
Connect with GoalBusters: LinkedIn - Alice Ferris / LinkedIn - Jim Anderson / Facebook / Twitter / YouTube / Myspace
Subscribe to:
Posts (Atom)