There are a variety of ways to raise significant dollars and it is all about the numbers. What is the most effective way for you, the donor and the organization? Here are some strategies by the numbers:
• One + One solicitation – This is a very effective strategy. This allows the donor to share emotional stories about his/her family and if necessary, private financial information. There is a certain comfort for the fundraiser as well to know that you are in the privacy of the donor’s thoughts. Because there are only two of you, there is a quiet freedom to ask more personal questions that you might not ask if a third person was in the conversation. This is an effective method for the solicitation of any size gift.
• Two + One solicitation – When the triad is perfect, this is a very powerful solicitation. This can work in a couple of variations. First, two professionals can solicit one donor. This elevates the solicitation by signaling to the donor that he/she is very important to the organization. Next, one professional and one lay leader (volunteer) solicit one donor. This also elevates the solicitation by bringing a peer with the professional to discuss the organization with the donor. When a donor hears from a peer their commitment and trust of an organization, it allows the creation of a new partnership for the professional and the donor.
• Two + Two solicitation – Similar to the above. In this scenario, either two professionals or one professional and a lay leader solicit a couple. What is most illuminating in this scenario is that the professionals learn a lot about people when there are together with their spouse or partner. This could be difficult if the couple is not philanthropically in alignment, their values or interests vary or even their anxiety levels about money are very different. The professionals need to listen carefully to cues from the couple.
• Ten – Twenty Donors in a group solicitation – This is used most effectively to raise significant dollars. This must be choreographed with the sole purpose to allow for the donors to share their ideas and bring them to a point where the solicitation is successful. The success of this group solicitation is peer encouragement. When donors are together with like-minded peers, the impact is genuine and powerful.
• Large groups – Similar to the small group solicitation, this must be designed to move the donors emotionally to give a significant gift. The speakers must be articulate and emotional. Their speech needs to bring the donors to understand their role in helping the organization. In this scenario, the speakers should be beneficiaries of the organization which allows the group to see the impact of the organization’s work and therefore the justification of the donor’s gift.
With all of these, the solicitors must be confident and proud of their work. Knowing their donors and which of the scenarios will work best is critical to the solicitation. In my experience, most donors genuinely want to be philanthropic, trust their organizational partner and see the impact of their work. It is exciting when you can offer wonderful opportunities for donors that satisfy their philanthropic goals. And even better when they are grateful to you for bringing them the opportunity.
Showing posts with label solicitation. Show all posts
Showing posts with label solicitation. Show all posts
Monday, March 26, 2012
Sunday, December 11, 2011
Fundraising Is Like Weaving A Quilt
Fundraising is like weaving a quilt…
By Lori Tessel, 12-11-11
Working in the Jewish community is an extraordinary experience. While working with donors, I learn about their interests and passions. I realize that like a quilt, each family has memories and life lessons that are woven together so that their decisions fall directly in line with their experiences. For young fundraisers, below is an easy way to get to learn the most about a donor and to build a long lasting trust.
Questions – Asking the right questions are critical to every conversation and will help guide the conversation to create the best solicitation to fulfill the donor’s philanthropic goals. One must remember that questions should help you build a relationship with donors and in time the donor will trust you with many philanthropic decisions including leadership opportunities, financial decisions and general organizational inquiries. These questions along with the donors’ answers essentially create the fabric blocks of their quilt and are the foundation for all that you do with any donor.
Unique – Remember that we are all individuals with different experiences that shape our opinions, passions, and interests. Choosing questions that allow a donor to open their heart to you will make the entire process enjoyable for both you and the donor. There are always the standard questions: What was your most pivotal Jewish experience? Who has made the most impact on your life? And then there are some difficult conversations: Have you ever experienced a tragedy? What are your thoughts on Israel? Do you and your spouse have conflicting opinions? These are all important questions to help you see how a donor articulates their experiences.
Investigate – Learn as much as you can before you meet with a donor. Knowing the information helps you form the best and appropriate questions. It is important to know several key elements about a person before you meet with them: personal information, company information, other philanthropic interests, political contributions and social connections.
Listen – When you listen carefully, you are able to weave all the information together and continue to ask additional questions. Over time, as you hear the donor share their thoughts and passions, watch their families grow, share their ups and downs, you will become part of their living quilt. As you give them positive philanthropic experiences and help foster their own philanthropic goals, you become their partner. They will look to you for guidance about your organization as well as others. As you move to other organizations, they may or may not support your new organization. This is another vital piece of information.
Timing – With all of this information you gather and the relationship you are building with your donors, you must know the best time to make the ask. Is it good timing for them financially, are others involved in their decision-making, will you need their leadership as well, or will this significant gift be tied to an event or campaign? Regardless of the size of the ask, you need to feel confident and understand as much as you can about the donor. The best way to know if the timing is right is to let the donor know that you are coming to speak to them about a gift to the organization. Be truthful, don’t ever surprise a donor with a solicitation.
Smile – Be confident. Enjoy the work. As a fundraiser, you are doing special work that many people are uncomfortable doing. You are asking people to give money to help those in need; don’t ever be ashamed of this. You are the voice for those who cannot speak for themselves. Be proud and speak from your heart. As you do, you will enhance the lives of so many and these donors’ “quilts” of information will help you to do what is best for both the donors’ and the community.
By Lori Tessel, 12-11-11
Working in the Jewish community is an extraordinary experience. While working with donors, I learn about their interests and passions. I realize that like a quilt, each family has memories and life lessons that are woven together so that their decisions fall directly in line with their experiences. For young fundraisers, below is an easy way to get to learn the most about a donor and to build a long lasting trust.
Questions – Asking the right questions are critical to every conversation and will help guide the conversation to create the best solicitation to fulfill the donor’s philanthropic goals. One must remember that questions should help you build a relationship with donors and in time the donor will trust you with many philanthropic decisions including leadership opportunities, financial decisions and general organizational inquiries. These questions along with the donors’ answers essentially create the fabric blocks of their quilt and are the foundation for all that you do with any donor.
Unique – Remember that we are all individuals with different experiences that shape our opinions, passions, and interests. Choosing questions that allow a donor to open their heart to you will make the entire process enjoyable for both you and the donor. There are always the standard questions: What was your most pivotal Jewish experience? Who has made the most impact on your life? And then there are some difficult conversations: Have you ever experienced a tragedy? What are your thoughts on Israel? Do you and your spouse have conflicting opinions? These are all important questions to help you see how a donor articulates their experiences.
Investigate – Learn as much as you can before you meet with a donor. Knowing the information helps you form the best and appropriate questions. It is important to know several key elements about a person before you meet with them: personal information, company information, other philanthropic interests, political contributions and social connections.
Listen – When you listen carefully, you are able to weave all the information together and continue to ask additional questions. Over time, as you hear the donor share their thoughts and passions, watch their families grow, share their ups and downs, you will become part of their living quilt. As you give them positive philanthropic experiences and help foster their own philanthropic goals, you become their partner. They will look to you for guidance about your organization as well as others. As you move to other organizations, they may or may not support your new organization. This is another vital piece of information.
Timing – With all of this information you gather and the relationship you are building with your donors, you must know the best time to make the ask. Is it good timing for them financially, are others involved in their decision-making, will you need their leadership as well, or will this significant gift be tied to an event or campaign? Regardless of the size of the ask, you need to feel confident and understand as much as you can about the donor. The best way to know if the timing is right is to let the donor know that you are coming to speak to them about a gift to the organization. Be truthful, don’t ever surprise a donor with a solicitation.
Smile – Be confident. Enjoy the work. As a fundraiser, you are doing special work that many people are uncomfortable doing. You are asking people to give money to help those in need; don’t ever be ashamed of this. You are the voice for those who cannot speak for themselves. Be proud and speak from your heart. As you do, you will enhance the lives of so many and these donors’ “quilts” of information will help you to do what is best for both the donors’ and the community.
Subscribe to:
Posts (Atom)