The Most Effective Form of Fundraising – Part 3

July 12, 2017
|In Blog
|By Len Moisan

In the last two blogs we’ve discussed the most effective form of fundraising, face-to-face solicitations. Specifically, first we compared faced-to-face visits with other forms of fundraising, and showed how the productivity of this method is far superior to any other form. Then last week we covered several steps that include:

  • Setting the appointment
  • Opening the call by making a personal connection
  • Telling the story with a sense of passion
  • Explaining the need
  • Sharing the vision
  • Asking for advice
  • Asking for a specific amount or above
  • Asking and then being quiet

Now today I’ll cover a few final points.

Determining Targeted Amounts

In solicitation visits it’s much more effective to provide a targeted amount than it is simply to ask a person to give. But how do you establish those amounts? Simply stated, as fundraising consultants we recommend that our clients conduct a wealth screening of their databases. It provides information like real estate holdings, political contributions, estimated net worth, giving capacity and much more.

Of course, because people have high giving capacities doesn’t guarantee they’ll give generously. That’s why we also consider giving levels to an individual organization and other anecdotal information.

For example, the wealth screening may indicate that a person has a $10 million giving capacity, but they have given only small amounts to you. Clearly, they’re not likely to give you a major gift right away. In fact, it usually requires substantial cultivation, but the wealth screening tells you where to put your cultivation efforts.

Handling Objections

In the actual meeting after you make the request, the individual/s may have questions or offer objections. We actually try to anticipate at least some of the objections and then cover those in our orientation and training sessions. We also give volunteers a fact sheet with information that covers many of the questions they may receive.

However, it’s impossible to anticipate all questions or possible objections, so when that happens we simply suggest volunteers respond by saying, “That’s a good question and I don’t know the answer. Let me get back to you.” Finally, in our capital campaign consulting we also recommend to the extent possible that a staff person and a volunteer make the calls together. That way if questions emerge the staff person can usually address them.

Following Up Appropriately

Often people need time to consider your request and discuss it privately. In that case I don’t recommend leaving behind a pledge card. If and when you do, you are opening the door for them to send it back, usually for an amount that is far less than the original ask amount.

That’s why we recommend that volunteers settle on a follow-up time. Also, the follow up doesn’t have to be in person. Telephone is fine, although a personal visit is a very effective follow-up strategy. That said, people are busy, so phone follow-up is quite acceptable.

We also recommend that follow-up be completed within two weeks of the original visit. If it’s a call, we ask how they are coming along with their decision. If they still haven’t decided, we ask if there are any questions or any more information they might need. Then we recommend that the volunteer tell them they will follow up in a couple more weeks. If after two more weeks they still haven’t made a decision, more than likely they have decided but just don’t want to tell you.

Finally, major gifts take a lot of work but they’re well worth the effort. For organizations that have big plans and a big vision, clearly face-to-face solicitations are the way to go!