Asking for Contributions Tom Holland

1. Asking for Contributions Tom Holland

2. The Basics • Individuals are key to success • Individual gifts comprise 90% of contributions to nonprofits • 85% of Americans make charitable gifts • You must have a case, a plan, and leadership • You must ask in person • You must ask for a specific amount • Board must lead by 100% giving Have you sent in your check?

3. Why People Give • They want to make good things happen or stop bad things from happening • They believe in the cause • To leave a legacy in the community • They have the money • They have given to this organization in the past • They are part of a team • Tax reduction • But the TOP reason: BECAUSE THEY ARE ASKED

4. Preparing to Ask • Asking is easier for some people than others • It gets much easier with a little practice • You have made a stretch gift yourself • You are inviting others to join you in this great opportunity to make a difference in our community • Giving is a cooperative relationship, fulfilling, making things better for children in need. • You are not a beggar, so don’t apologize for taking time or asking for help.

5. Getting yourself ready • Know your case and basic facts about the organization, for example • It costs our organization $950 to serve one child • It served 325 children last year, but 108 in need could not be served • Know your prospects, their values, and specific amounts to ask for • Know yourself, your own values and commitments • Relax, be yourself, sincere, enthusiastic about the cause and organization

6. Our first round of Asks • We will review our roster of past donors to our organization. • Each of us will be asked to identify 5 donors to contact (best known/ largest gifts) • Identify your choices with the director to avoid duplication. • We will ask each one for at least double the size of their largest gift, with a minimum ask of $100. • These visits should be completed by Oct. 27th. • After completing this round, we will proceed to select 5 more each for the next round of asks. • Just six yeses at $500 gets each of us our goal of $3,000, but don’t stop there. • We will celebrate our successes at the meeting on Nov. 17th.

7. Logistics • Get background information on your prospect • Call to set up appointment time and place • Be honest: tell them why you are coming • Work cooperatively with gatekeepers • Be prepared to deal with resistances • I just gave. • You don’t need to talk with me. • What do you want? • How much do you have me down for? • I’m really busy.

8. Getting the conversation started • Look them in the eye • Briefly state the case for giving to this organization • Show your enthusiasm for the cause • Ask questions about their interests • LISTEN to them • Respond to their questions or concerns

9. When to close • You have established good rapport with the person • You have told the story • You have listened to them and responded to any questions • Then ask the person for the specific amount you planned • “Jim, as you know I’m here on behalf of Children First. We want to serve more of the children needing help. Your gift of $950 will enable us to serve another child on our waiting list. May we count on you for that?” • Then SHUT UP, do not fill the silence with chatter. Maintain good eye contact, and wait for the person to respond.

10. Handling objections • Listen for expressions of hesitancy, concern, or resistance to the request. • Use them as opportunities to better understand the person’s motivations and needs. • Respectful responses bring you closer to securing a gift.

11. Why objections surface • You rarely know all the issues until you ask for a gift • Personal circumstances • Other outstanding commitments • Relative priority of the organization • The ask may not be at the best time for them • You are asking people to stretch • In amount of gift • In timing of gift

12. When they say YES • Thank them • Confirm the details (“Shall I take your check now?”) • Ask how they would prefer the gift to be recognized. • Leave • Follow up immediately with a note of thanks • Widen the circle of appreciation • Record the gift with the leader for future use

13. If they say No • Listen actively to the reasons. • Ask open ended questions to clarify their concerns. • Listen for misinformation, misunderstandings, doubts, resentments from past. Respond respectfully. • Restate the positives that led you to ask • Probe to determine the nature of no • No to project • No to amount • No to timing • No never • Respectful probing may lead to objections surfacing and negotiations beginning. • If they say “I’ll think about it,” seek to understand what may help such reflections.

14. Thank them often Regardless of the outcome, seek to maintain a good relationship and thank them for their consideration. Remember that you are building good will for the organization and its future.

15. Celebrate our successes • You will feel terrific each time you hear a yes. Energy will grow quickly. • Let’s send one another e-mail notes about our experiences. Share the happiness. • We will plan for good ways to recognize and thank our donors, in addition to your individual thank you notes.