ADC Meeting The Art of the Ask ADC Meeting The Art of the Ask Presented by: Bill Acton Advancement Partners, Inc. November 5, 2008

 Company founded in  Five development professionals, five support professionals. Sixty-five years of experience.  We specialize in development consulting and capital campaign management for Catholic schools.  300+ campaigns, cumulative goals over $500 million.  All experienced, senior consultants. Advancement Partners, Inc. Advancement Partners, Inc.

My Background  SFX Wilmette, Loyola Academy, College of the Holy Cross.  English teacher & Development Officer.  Archdiocese of Chicago.  Consultant since  Wife and children: all Catholic schools  Over 3,500 face-to-face solicitations  Over 3,500 face-to-face solicitations – from $5,000 to $10,000,000.

Differentiating Features

Development Director only raising money  Singular Focus – only raising money!  Concentration on outright gifts vs. fundraising events/activities.  Annual Fund should be “turn key”.  Head of School (President/Principal) must assist with major gifts.  Stay focused  Stay focused!!

Maximizing Philanthropy Maximizing Philanthropy  Identify  Involve  Ask  Ask for Investment

Where $$$ Comes From  84% from individuals.  5% from businesses.  11% from foundations. top pledges.  70% of a campaign from top pledges.  Alumni and parents are the #1 prospects.  Foundations are secondary prospects  Corporations are seldom prospects.

Focus  Less than 5% of constituency has major gift potential.  Find that wealth (Elec. Screening, screening and rating sessions, comprehensive research)  Involve them in a meaningful way.  Then ASK!!

The Language of Solicitation The Language of Solicitation Old New DonationInvestment AppointmentVisit PitchProposal ObjectionArea of Concern CasualProfessional Philanthropy OnlyFinancial Plan

Fundraising vs Advancement  Fundraising: –Is ‘mass communication’ oriented. –Makes few distinctions, considers all constituents equally. –Same approach to all. –Is activity oriented – events, candy bars, market day, etc. –Has a low marginal cost effectiveness rate. –Is an effective method of raising some money.  Advancement: –Is personal and relationship oriented. –Distinguishes higher potential. –Is strategic in nature. –Requires a customized approach to all. –Is results oriented. –Is the most cost effective method; will raise exponentially more money.

Personal Solicitation: Essential Components  Case for Support – compelling, relevant, urgent.  Prospects – Qualified, researched.  Marketing Materials – case for support, video.  Personal Visit  Leadership – endorsement, open doors.  The Ask  The Ask – Be specific.  Follow Up – Don’t give up!!  Investor Relations – Stay in touch.

Fundamental Elements

The Case For Support  Involve constituents:  Board Consensus: Create “shared vision”, prioritize needs.  Focus Groups: Local constituents participate.  Constituent on-line survey  Response Team: Refines the focus with top prospects/leaders.  Creates ownership, establishes broad consensus.  Educates, Cultivates, Prioritizes, Energizes.

Prospect Evaluation  Electronic research—Wealth Engine.  Staff and peer screening and rating.  Comprehensive research on top prospects  Review historical giving information.  Consider relationship.  Focus on the top of the pyramid.  Set financial goal.

Personal Visits  No“cold calls.”  Prospects into a solicitation “pipeline” in a controlled manner.  Schedule after a pre-call activity.  Consider:  Pre-call event  Pre-call mailing  Other pre-call activity

Get Organized  Use your development software for tracking.  Hard copy files for each prospect.  Prospect Pool – by hierarchy according to financial potential.  Game Plan:  Steering committee  Commit to a specific number of calls per month

Cultivation Event  “Out of the box” approach  Set the tone and the stage  Make people feel they are “in the right room”  Let them now exactly what will happen next

Sample Agenda  Reception, wine and cheese, etc. (30 min)  Welcome/purpose of the evening (2 min)  Video presentation (6 min)  Case for support by Pres./Prin./Head (5 min)  Testimonial by key stakeholder (5 min)  Call to action by stakeholder (5 min)  Next steps – Head (5 min)

The Next Day  Call each attendee  Reference the event  Ask for 30 min.  Be flexible re: location  Call back every other day…use to offset calling.  Send handwritten note if calls aren’t connecting!

Scheduling Appointments  Be cheerful…and persistent.  Ask to “compare calendars”.  Call “for the Head of School”.  Use blocks/dates of time.  Confirm the day prior.

Open  “What did you think of the event?”  “How did you like the video?”  “What do you think of our plans?”  OBSERVE…LISTEN… ASK

Engage  Use a one-minute case for support.  Show plans, timeline, pyramid & progress.  Use the sales materials.  ASK for reactions, input, etc.  Handle challenges or concerns.  Be aware of your ‘talk/listen ratio’.

ASK  “We have a proposal to share with you.”  “Would you consider…  …naming one of the new labs?”  …stretching to the “leadership level?” STOP…LISTEN… then respond.

Close  “I’m not sure what we can do.”  “We already have two big pledges going.”  “I’m not sure that science is our area of interest.”  “That was more than I was thinking.”  “You really should be talking to the older (or younger) parents; they have the money.”

Follow Up  Complete a call report.  Send written follow-up (proposal?) and a hand- written thank you card.  DO what you said you would do.  Call to close as scheduled.  Send quarterly updates.  Provide ongoing stewardship opportunities.  Don’t stop identifying, cultivating, soliciting.

$5.0 Million Campaign Pyramid Levelx Number of = Commitments Cat. Total= Cum. Total 120 Investments 1.0 mil. 500k 250k 100k 50k 25k 10k mil. 500k 800k 600k 1,000,000 1,500,000 2,000,000 2,800,000 3,600,000 4,400,000 5,000,000