When you’re ready to ask your prospects for major gifts, call them up and schedule “ask meetings” with each of them. Explain that you’d like to follow-up on your previous discussions, and talk specifically about how they might be able to help your organization, project, or program.
If a donor asks you if you’re coming to ask for money, be honest. Say something like, “Yes, I’d like to come discuss how you might invest in our organization in a bigger and more meaningful way.” If you have built a relationship on trust, the donor shouldn’t be surprised when you ask them for money.
WHO SHOULD ATTEND?
An MGO will often bring another member of the organization to an ask meeting – sometimes the executive director or a board member. Just be sure that during your cultivation of the prospect, he or she has already had an opportunity to meet this person.
WHERE SHOULD THE MEETING TAKE PLACE?
The meeting should be held someplace quiet and convenient for the donor. Often visits are made to the donor’s home or office. If prospects come to your office, hold the meeting somewhere appropriate for a confidential conversation.
PREPARE FOR YOUR MEETING
Being ready to “make the ask” can be daunting for newer MGOs, so it is extremely important to prepare, practice, and role play. Remembering the following tips will help:
Apply what you’ve learned.
Use the details you’ve learned about your major gift donor to make your ask as personal as possible.
Use supporting documents.
Before donors commit to a major gift, they’ll likely want to know what their return on investment will be. Supply your donors with evidence that shows them how donating to your nonprofit will have a positive impact on the cause they care about. You can give them physical or emailed documents that summarize your case for major donations. Showing donors how their donations help your overall goal can make them feel like they’re part of a bigger cause.
Consider your ask.
Using what you’ve learned from your research, determine a reasonable amount to request that reflects your donor’s financial capability and past donations. Try to aim higher than your past fundraisers while remaining realistic.
Map out the conversation.
Plan out your half of the conversation and anticipate what your donor may say in response. So that you forget nothing important in the course of the conversation, write down the major points you might need to stress to create an effective pitch. If you will be accompanied by another member of your organization, be sure you know who will open and close the meeting and who will actually make the ask. Practice by doing some role playing together before your meeting.
Be prepared to negotiate.
Begin your ask by making your highest request first. If a donor says “yes” right away, you’ve probably aimed too low. If the donor balks at your original request, whittle it down until you both feel comfortable.
Know your next steps.
Be prepared to follow up after your ask. Depending on your donor’s response, you may need to confirm a donation, send your donor more information, or try a new approach. Be sure you have reliable contact information and notes from the meeting.
WRITING MAJOR GIFT PROPOSALS
Here are some useful tips for what to include in the written proposal that fleshes out your in-person solicitation:
Personalize
Creating a customized proposal based on the relationship you’ve built with your donor vital to its efficacy. Be sure to use the donor’s preferred name and titles in letters, emails, and in-person conversations – and pay attention to the level of formality he or she prefers.
Summarize Options
In emails and on your online donation page, present your major donors with summaries of a few different campaigns or programs that their gifts can support. This allows them to give to those initiatives they’re most passionate about. Try to guide your donors toward high levels of need, but do not tell them how to give their money.
Align Your Goals
Your donor is already acquainted with your organization and its mission. Now, explain how the donor’s specific interests align with certain goals that your nonprofit has set out to achieve. Prepare your asking strategy based upon the donor’s profile.
Be Clear
Using the data you’ve compiled about your prospect’s giving capacity, you should be able to make an informed and accurate request. Make a direct ask in your proposal that includes the amount you want, the program that needs the donation, and why this particular program requires this gift. Be clear about what you need.
Acknowledge
Thanking your donors and acknowledging their past contributions shows your gratitude and encourages them to donate again. Share with them specific stories illustrating the direct impact of their past gifts. If they are new donors, you can recognize them for their philanthropic interests and generous spirit.
Focus on Results
Explaining to your donors how their gifts will be used to further your nonprofit’s cause gives them a clear idea of their value and necessity to your organization. Support your statements with data-based projections.
