Go for the Gold: Ask for What You Want
The old adage “go for the gold” is particularly appropriate now, as the world gears up for the next Olympics. Athletes from all over the world are training for their opportunity to go for the gold and show that they are the best. For many of them, it will be their only Olympiad; their only chance to prove their mettle. That fact creates a tremendous amount of pressure, as they must execute their best performance at just the right moment in order to win the gold medal.
That Olympic scenario is an accurate metaphor for every major gift solicitation we conduct as fundraisers. We have one chance to make sure our mission, training, and preparation converge and we get the best possible result. In those instances, there is no option to aim low and try for a “reasonable” result. Treat every major solicitation as your one moment in the spotlight, and “go for the gold” each time.
A Capital Campaign Example
I recently saw a good example of this on the campaign I am directing. We are in the Leadership Gift phase of a major capital campaign. There are a fair number of prospects for the major gifts, but not so many that we can take a lax approach on the big solicitations. The person we were meeting represented two prospects: the corporation he leads and his own personal commitment. In addition, the campaign would benefit greatly from his acceptance of a leadership position on the executive committee.
The challenge was that his company, while successful and prominent, seemed content at their annual level of support of a few thousand dollars. The company president had never made a personal gift at any level. Furthermore, he had never served in any formal leadership role within the organization, though he was always responsive. Our plan to solicit a six-figure pledge from his company, an equal gift from him, and his membership on the Campaign Executive Committee seemed like a real stretch.
Nonetheless, there seemed to be a consensus among our campaign leaders that we were exceedingly optimistic about this prospect’s response. The combined personal and corporate request would be eight times as large as the company’s current giving. That is a long way to go, but the mission warranted it and the campaign plan demanded it.
Our chosen team for the visit was the organization’s director of development, the immediate past board president (a friend of the prospect), and myself as the campaign director. There was a great deal of rehearsal among that team, and we concluded that our request was logical and appropriate.
At the appointed hour we arrived at the prospect’s office. We presented our case, with each team member hitting all the necessary points and the prospect giving us the courtesy of listening carefully to our presentation. The moment of truth arrived and our volunteer put the number on the table: $100,000 from the company, another $100,000 from him personally, and membership on the Campaign Executive Committee.
The response was immediate, and superlative: “I don’t see any reason why the company can’t increase it annual commitment to $20,000. We’ve been talking about increasing what we do for your organization. I will certainly make a personal pledge but I need some time to think about how much I can give. And I would love to join the campaign committee. Where do you guys think I can do the most good?” I could see my horses cross the finish line in perfect order; the trifecta!
Unsurprisingly, after the meeting everyone was in agreement that we had done the right thing. Nothing builds consensus like success. Furthermore, the three members of our team were held up as all-stars in the eyes of the organization. Though we never doubted ourselves, we had done what others said was unlikely. We had accomplished this by setting our sights high, thoroughly preparing, and believing in our ability to succeed.
Summary
Never forget that, at the appointed hour, you will have just one chance to go for the gold. Do everything you can to train yourself to be ready for that chance. Transmit your positive attitude to your teammates, because rarely can we succeed on our own. Finally, believe that it is possible not just to do well, but to achieve the highest level of success at the greatest level of competition.