10 Steps to More Effective Solicitations
Here are ten fundamental steps that, when practiced faithfully, will help ensure that you make the most effective solicitations and receive the maximum gifts possible. If you honor the list and follow the suggestions offered, you will be far more successful in securing the gifts that your organization seeks.
1. Make Your Own Gift First
This is the toughest decision you will have to make as a volunteer or development officer. But remember, your fundraising credibility will be greatly enhanced after you make your own gift commitment. Then move on, always asking the largest prospects on your list who are most likely to say “yes” first. Never bring a volunteer who hasn’t already confirmed their own gift. It doesn’t matter who they are—they can only be effective when they’re asking someone to consider doing something they have already done themselves.
2. Know the Facts About Your Project Before Calling Your Prospects
Does your prospect know about your organization, the group, and its project goals? Be prepared to present a compelling case for support. Learn as much as you can about the prospect and their interests before the visit—it will give you more comfort, credibility, and leverage.
3. Ask for a Specific Date and Time to Meet
If they are uncertain about their schedule, begin with a tentative date. Avoid restaurants and busy public places, as these environments are not conducive to important personal requests. When possible, meet with the prospect on site. If this is not possible, meet with them at their home or office.
4. Always Take a Co-Solicitor with You on Calls
Identify a good match in terms of personal or peer ties, if possible. A volunteer that has made a larger gift than the one you are soliciting will add leverage to your request. Your co-solicitor will strengthen your presentation and will help ensure the solicitation goes smoothly, properly, and according to plan.
5. Make a Formal Request with a Letter and Information Packet
The solicitation should always be a formal and personal appointment, and should address the project and organization only. Mixing in other business places the request on the same level as ordinary events. Informal meetings deserve informal consideration and responses. Would your prospect make a major charitable investment on a casual inquiry?
Be ready to leave a proposal with the prospect so they can review and consider it over the next few days. As the excitement of the meeting fades, it is important that your case’s compelling arguments and project details are reinforced in writing.
6. Convey the Ask as an Opportunity
Elaborate on the vision of the organization. Describe what your organization will be like after funding. How will the reinvigorated organization be more effective in practicing their mission? Outline benefits to your constituencies and to your donors (particularly business leaders who are often keenly interested in public relations benefits). Tell them why you are involved and what the organization means to you. What is the opportunity? Tell them with clarity, sincerity, and passion, and you will present a powerful case for support.
7. Always Ask the Prospect to Consider a Specific Gift Amount
Present a clearly defined donor role. Ask them to consider a specific dollar amount. Outline how the gift will fund an area of interest and the benefits it will produce. This is crucial, as the potential donor has no idea of what you specifically seek. Let them know this is not business as usual. Make your appeal unique, urgent, and specific. Your job is to suggest a challenging amount in a tasteful, unpresumptuous, and unapologetic way. Remember, you are asking for the organization and their beneficiaries, not yourself.
8. Always Set an In-Person Follow-Up Meeting Before You Leave
Setting up a follow-up visit before you leave will make it much easier to meet the prospect again (preferably in 5-10 days). Even if only tentatively scheduled, the appointment establishes a defined period of time for the prospect to make a decision. Proper follow-through is essential for a successful outcome in everything you do. Fundraising is no different.
9. Don’t Attempt to Solicit or Close Volunteers Over the Phone
Experience strongly suggests that requests conducted over the phone will result in substantially smaller gifts or refusals. If the prospect pushes for an ask or to close over the phone, simply say, “This is too important for me to discuss over the phone. Can I come by to see you in person for 20 minutes?” You’ll be glad you did. Closing the request in person is as important as asking in person.
10. Don’t Accept “No” as a Final Answer
Gift requests are not all or nothing. Treat each call as if it is your most important. Find the level of volunteer and financial support at which the donor prospect is willing to say “yes.” You’ll find that 99% of your prospects will support your organization on some financial level if you approach them appropriately.
This is far from an exhaustive list of recommendations, but the steps presented are the fundamental components of effective solicitations. Review and practice each on your solicitation visits, and you and your volunteers will rarely return disappointed.
For more intensive help with your major gift fundraising, strategic planning, or improving your solicitations, contact CDS.