Post on 27-Jun-2015
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transcript
Hello and Welcome!
25 Year Veteran Monthly Webinars Weekly Newsletter
Guidestar Columnist Blog Resources
“Fired-Up Fundraising”
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Gail Perry CFRE Consultant, Coach, Author, Speaker
Gail’s Next Webinar Dec. 7
Last Minute Holiday Giving Strategies to Put Your Over Goal
• Help you maximize those last two days of the year when on-‐line giving spikes.
• Exactly what to say in your year-‐end appeals.
• Who makes last minute gi>s, and what they want to hear.
• Specific strategies that are proven to work at the very end of the year. • Last minute tweaks to your web site to strengthen your call to acDon and
your last minute gi>s.
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Housekeeping
• Use headphones for best sound • Call KrisJna 334-‐246-‐1712 if you need help: • Use an ethernet cable instead of wireless. • Shut down Internet programs (email, instant messaging, browsing, uploads/downloads)
• Switch to the phone number (may be a toll call depending on your calling plan)
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Send in Your Questions at Any Time
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Big Money Thru Major Gi[s What You’ll Get Today
• How to turn your development office into a money-‐raising machine.
• How to get the most out of your limited Jme and staff.
• My personal secrets and techniques that have helped me raise hundreds of millions.
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Why Focus On Major Gi[s? Cost per Dollar Raised
EVENT 50%
ANNUAL FUND 30%
MAJOR GIFT OR CAPITAL CAMPAIGN 10%
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Narrow, narrow, narrow down your focus (especially if you are small)
The Major Gift Process
THANK THANK THANK AGAIN
CULTIVATE AND INVOLVE
ASK FOR SUPPORT
IDENTIFY PROSPECTS
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Overview of a Major Gift
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5 Simple Steps to Major Gi[s
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Major Gi[s
Ask
CulJvate
Prospects Tell Your Story
Track
Step 1: Tell Your Story
– Who? – What?
– Why?
– SIMPIFY,
– Simplify
– Simplify
Your Story! • POSITIVE big, bold,
exciJng, meaningful.
• EmoJonal appeal.
• Not about bricks and mortar, what happens inside.
• Urgency! • “If you’re fired up, you
can ask anybody for anything!
Step 2: Your Prospect List
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Who Are Your Prospects?
• Current Donors – giving has jumped
• Former Donors
• Former board members
• People you know are interested in your cause
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How to Analyze Your Prospects PotenJal and Likelihood
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Ability $$ Likelihood
Prospect RaJng Chart How Much is Your Prospect Base Worth?
Ability: Likelihood:
A: $1 million D: $25k – 99K 1 = high B: $500k E: 10K – 25K 2 = medium C: $100k -‐ $500k F: $1k -‐ $10k 3 = low
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How to Set Your Goal
• Add up your potenJal
• Cut it by 1/3 • That’s how much you can raise
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Leverage Your Board’s Contacts
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Give All Board Members Jobs • Those That Can Ask
Must Ask
• Small socials
• Host Tours
• Advice Visits and CulJvaJon Calls
• Thank You Visits
• Accompany You on
Calls
Assign Natural Partners
• A Team
• Who Knows
Prospect Best?
Step Two: Cultivation
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From a Suspect to a Prospect The Discovery Call
• Call to ask for appointment
• Call to say thank you
• Call to invite them to an event to learn more
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How to Find Out What Turns Them On? Ask!
• “I’d love to hear why you chose to give. • “What inspired your gift? • “Would you be willing to have coffee with me, I’d love to understand your story • “Mr. Jones, you’ve been a donor all these years. My job is to know our patrons . .
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Donor Conversation: What Are Your Impressions?
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What Exactly Does Cultivation Look Like?
• Involve
• Connect over and over
• Face time
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Custom Strategies for Different Types of Donors
Listen Your Way to the Gift
When in doubt, shut up!
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When I get ready to talk to people, I spend two thirds thinking about what they want to hear . . . and one third thinking about what I want to say.
Abraham Lincoln
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Learn As Much as Possible About Mr. Prospect
Hobbies, interests, religion,
honors, recognitions,
business, giving history, hot
buttons, involvement history,
family contact history
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Cultivation He Will Enjoy!
• One on one personal visits
• Ask to serve on your board
• Meet with your CEO
• Honor him
• Private tours
• Ask to host major donor
events
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The whole point of cultivation is to
get your prospect as passionate
about your project as you are.
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The Advice Visit
If you want money, ask for advice. If you want advice, ask for money!
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Ask Warm Up: When Is He Ready and Will He Give?
• “You’ve been so involved in our cause, are you ready to
talk about your campaign gift?”
• “We’d like to come talk to you about an important project at
our organization.”
• “If you were to make a major gift, where would you want to
focus?
• “Of all the things we do, what appeals to you most”
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Reconnaissance: 7 Questions Is He Ready To Be Asked?
• Who Asks? • Use a team
• Who is asked?
• Couple together? Their
kids? Their parents?
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Reconnaissance
• When?
• Where?
• Amount?
• Values?
• Project?
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Steps in the ASK
• Warm Up – Social Conversation
• Tell your STORY
• ASK by Presenting the Opportunity
(always specific amount – specific purpose)
• Donor’s Response - Discussion
• Closing, Set Followup Steps
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Volunteer Can Say:
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• “Join with me to make this happen.
• I support this group and it’s worthy and deserving of your support as well.
• I’ve made a five year pledge to this group because I want to invest in its future. Please join me and other top supporters and consider making a gift now. Our combined support will be no less than transformational.”
Laura Fredricks, “The Ask – how to Ask Anyone for Any Amount for Any Purpose”
The Ask- Don’t Forget: • Would you consider a gift of xxx for yyyyy?
• Specific amount for specific purpose
• What will the gift be used for?
• How many other gifts are at this level? And who gave them?
• Why the gift is needed now?
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Basic Pointers for ALL ASKS
EMOTION They are Flattered when you ask
Personal Vision POSSIBILITIES
satisfaction JOY!
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Listen Your Way to the Gift
• Use your radar and focus on the donor’s
body language
• Note the donor’s questions
• Anticipate the donor’s reaction and plan for it
• Never ever be aggressive or too salesy!
• Thoughtfully respond to each concern
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When to Shut Up
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Wrapping Up The Ask Discussion
• Set your time for following up –
exactly when
• Repeat the gift amount, purpose
and benefits of the gift
• Be positive and upbeat
• Thank the donor for listening and
considering
• Remind the donor what’s at stake
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“NO” Means. . .
“Not Now”
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The Ask Followup
• Get back in touch
cheerfully and often.
• Followup letter – keep the
momentum and sense of
urgency.
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Step 5: Create and Enforce A Management System
1. Your Team
2. Monthly Strategy Session
3. Moves Management
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Monthly Strategy Session
1. Review the prospect list.
2. What happened?
3. Anything new to add?
4. Create new strategies.
5. Assign next steps.
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Set Priorities With Moves Management
1. ID Top 10 = Once a month
2. ID Next 20 = Every 2 months
3. ID Next 30 = Every 3 months
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Reevaluate and reorder your list monthly
Thank you! How to Raise As Much $ As Humanly Possible
1. Step One – Craft Your Story
2. Step Two – Narrow Down Your Prospects
3. Step Three – Cultivate - Warm Up Your Donors
4. Step Four – Ask - Tell Your Story and Present the Opportunity
5. Step Five – Create A Management System and Enforce It
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Gail’s Next Webinar Dec. 7
Last Minute Holiday Giving Strategies to Put Your Over Goal
• Help you maximize those last two days of the year when on-‐line giving spikes.
• Exactly what to say in your year-‐end appeals. • Who makes last minute gi>s, and what they want to hear.
• Specific strategies that are proven to work at the very end of the year.
• Last minute tweaks to your web site that will strengthen your call to acDon and your last minute gi>s.
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Sign Up For My Newsleper
Free Audio Download: Asking for Gi>s, How to Never, Ever Get Turned Down
www.gailperry.com Join me on December 7!
Last Minute Strategies for Year End Fundraising