The Structure of a Successful Solicitation Strategy (Part 2)

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Major and Principal Gifts

Université de Californie à Davis

Cours 3 de 4 dans Fundraising and Development Spécialisation

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This course will provide a comprehensive view of major and principal gift development work for students who seek to build upon their experiences gained in the introductory session. Participants will gain an understanding of the philosophy and strategies implemented in major gift development including prospect identification, how to initially engage a potential major gift donor, the process of cultivation and moves management, effective proposal writing, making a successful ask and on-going donor stewardship. Students will practice fundamental major gift development skills by developing their own prospect strategy, producing essential documents to support the process, and engaging in role playing activity to simulate interaction with prospects and donors.

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Writing the Major Gifts Proposal, Solicitation and Negotiation

In this module, you will be able to write an effective proposal for major or principal gift development. You will be able to consider the structure of a successful solicitation strategy and practice making ‘the ask.’ You will be able to use closing techniques and negotiate with your prospective donor.

The Structure of a Successful Solicitation Strategy (Part 1)10:22

The Structure of a Successful Solicitation Strategy (Part 2)7:28

Practice the Ask and Negotiation (Part 1)6:16

Practice the Ask and Negotiation (Part 2)10:48

Practice the Ask and Negotiation (Part 3)12:14

Enseigné par

Jason Wohlman
Associate Vice Chancellor for University Development

[MUSIC]

The biggest mistake you can make during the question stage is to begin

talking about money.

it is very important that you make sure the prospect is aware of the needs your

organization addresses or proposes to address, before you show him or

her how those needs may be met.

Emphasize needs and problems suggesting how your organization is or

can provide a solution.

Abraham Lincoln said, when I'm getting ready to reason with a man,

I spend one-third of my time thinking about myself and what I am going to say

and two-thirds of my time thinking about him and what he is going to say.

This underscores the importance of listening, when you are asking for

a major gift.

Developing good listening skills will help you become a more effective solicitor.

Listening is probably the most difficult skill to master.

However, to take advantage of the questions you ask,

you will have to talk less and listen more.

That is not easy, but the only way a prospector will invest in your solution

is if the prospect thinks you have understood his or her position.

Listen with a purpose.

The technique of listening ahead gives you an opportunity

to be discerning in your listening process.

Do not interrupt.

Ask questions and give feedback to your prospect so that he or

she knows you're hearing what is being said.

As you give feedback, you will notice your prospect's tendency

to reinforce topics that are most important to them.

Good listening then involves your active and meaningful participation.

Your feedback to the prospect's responses help you qualify and

understand his or her position.

The most important benefit of active listening,

is that it makes the prospect feel good about himself or herself.

To feel that he or

she has something important to say and that you are listening intently.

Good listening skills may be the most important, yet

underrated characteristic of a successful major gift solicitor.

Experts identify five levels of listening.

Ignoring, pretending,

selective listening, attentive listening and empathetic listening.

The first three levels undermine major gift fundraising success.

Attentive listening is critical to obtaining big gifts.

It is being intent on understanding and

seeing the world in the way the prospective donor sees it.

The truly extraordinary solicitor couples this with empathetic listening.

Not necessarily agreeing with, but

completely understanding the prospect emotionally and intellectually.

Listen empathetically, put yourself in your prospect's position.

This will build respect and therefore increase the chance to

achieve your desired results and advance the cause you champion.

Listen with your whole body, not just your ears.

Lean in to the conversation.

Listen with your eyes.

You can pick up valuable information by watching your prospect's body language.

Your physical responses will show your prospect that you are alert and

interested in what he or she has to say.

Use responsive phrases such as let me be sure I understood what you said, and

let me see, do I understand this correctly?

These kinds of questions verify that you are listening.

They encourage the prospect to listen more actively to what you are saying and

they help to build common ground between you and your prospect.

When seeking to listen, silence is powerful.

Our culture hates silence, we want to fill it.

But the most important thing your prospect really wants to tell you

won't be said if you quickly fill the silence.

So introverted fundraisers have an advantage over extroverts here.

Compare these scenarios.

The fundraiasks whats the most important thing about the environment to you?

The donor responds, well I think environmental damage is a big problem.

We're hurting the environment forever and we don't even realize it.

The fundraiser's response, yeah, you are so right.

That's why our programs X is so important.

Let me tell you.

Blah, blah, blah, blah, on and on, and the donor shuts down.

No, don't do this, your ask is about to suffer.

Here's a better way.

The fundraiser could start with the question,

what's the most important thing about the environment to you?

The donor may respond, well I think environmental damage is a big problem.

Were hurting the environment forever and we don't even realize it.

An effect fundraiser may respond, how interesting.

And then they're quiet.

And look genuinely interested in what the response might be from the donor.

The silence compels the donor to talk.

They may respond, yes, just the other day,

I was thinking about when I was a child and would go out and

look at the stars in the country and see meteors and all kinds of awesome stuff.

But now that the city is so big and there's so much pollution and

smog, when I go out to our cabin with my kids, we're lucky to see anything.

It's so sad.

Wow, what a powerful statement.

And you as a fundraiser were just about to start making a generic appeal about one of

your programs totally at random.

Silence and listening gave you so much more material to work with and

know exactly the right program to talk about.

Your donor practically sold himself, all because you were listening.

You're fundraising for this guys kids happiness now, not your program.

Presenting may seem like the easiest part of your solicitation effort,

however be careful not fall into the common trap of oversimplification.

The natural tendency is to emphasize your organization's needs.

Instead, present benefits your organization can bring to

the prospect's needs.

Prospects want four questions answered about your organization.

They are, is it the best?

Will it perform the way you say it will?

Will it become or remain the best in the future?

And what will be my return on my investment?

Construct your presentation to answer these questions before they are asked.

One of the best ways to do this is to talk about benefits and

advantages to your donor and the community, rather than about your needs.

When presenting your organization, make certain to use stories of real people,

vivid and descriptive language, descriptions of benefits for donors and

beneficiaries that seem real enough to feel.

Your objective is to show real people solving real problems that matter to

your prospect.

Finally make them cry.

Okay, well that may be a bit overboard, but

ensure that the prospect feels the impact of your mission.

Remind them what your charity does and why it's important.

For example you may say, Janet,

I am heartbroken when I look into the faces of these former child soldiers.

I see such pain and

I can't believe we don't have the resources to help every single one.

Paint the scene to touch human emotions.

Every presentation will set objections.

So let's look at those next.

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