Major Gifts, Relationships, and Patience— A Workshop for Academic Leadership Donald R. Gray April 27, 2003

Show Creativity Additional Gift Interest The Cycle of Successful Development Creating the Joyful Giver Making the Artful Ask A ttention I nterest D esire A ction yes no,no,no maybe acknowledge Invoking the Grateful Recipient Initial Contact ID

The Cycle of Successful Development Identification - Research can be helpful - Search for the right fit - Who Cares? - So What? - Best method #1: Listen and be creative - Best method #2: Study your Annual Fund - Who are your major potential givers (remember the 90/10 rule)?

Donald R. Gray--April 27, 2003 Choosing Top Potential Major Givers Use system and other word-of-mouth suggestions to develop comprehensive “suspect” list Rate each on capacity and on inclination Construct Grid Concentrate on prime area of grid

Capacity Rating (10 is highest) These constitute your primary “prospect list” Require long- term work: need to become engaged Great volunteers and lower level gifts You have better things to do with your time Inclination Rating (10 is highest)

The Cycle of Successful Development Creating the Joyful Giver A ttention I nterest D esire A ction Initial Contact ID

Donald R. Gray--April 27, 2003 Creating Joyful Givers ( cultivation ) Think relationships Importance of first phone call/meeting Follow with attention, interest, desire, action This is an art, not a science Be creative, think primary interactions Remember, average is 9 meaningful contacts before a gift is made

Donald R. Gray--April 27, 2003 Qualities of a Good Relationship: After an interaction, Do Both Parties……. feel a greater sense of zest (vitality, energy), a greater sense of worth, more motivated to act, and more connected with each other? If so, this is a good quality interaction. drained, depressed, anxious, glad it’s over? If so, this is not so good and not much fun. have the feeling that the other is a net stress reducer (this is good) rather than a stress inducer (this is bad)?

Donald R. Gray--April 27, 2003 Importance of first phone call/meetings: “The Musts” Fundamental: They must happen They must be coordinated There must be goals (specific, realistic, and giver-focused) There must be follow up Results must be recorded “The devil is in the details”

Donald R. Gray--April 27, 2003 The “detail devils” of phone calls Smile: Always Be prepared Have objectives, e.g., GET THE MEETING Have the right person call Make clear who you are Relieve anxieties about “donations”

Donald R. Gray--April 27, 2003 The “detail devils” of meetings Confirm Be prepared Arrive on time and leave on time How long should the meeting last? Listen, listen, listen Have goals (specific, realistic, giver-focused) What do you take with you? Be friendly but professional Always leave business card (or two) Roll with punches Leave with next step understood

Donald R. Gray--April 27, 2003 The “detail devils” of follow up Send letter Follow up with promises Record what happened (if it isn’t on the system it hasn’t occurred) Plan next best strategy Allow time for this: very important

Donald R. Gray--April 27, 2003 Overall goals of Joyful Giver Phase Get the person involved! Be creative Secondary methods: events, mailings, mass marketing, programs (gets attention) Primary methods: volunteering, one-on- one discussions, special access/special events, board membership, (gets interest, leads to desire to make a gift) Concentrate on primary methods

Donald R. Gray--April 27, 2003 Mass publicity, news releases, feature stories, public addresses, advertising, radio, television Direct case statements, letters, direct mail, prospect uses, magazines, newspapers, newsletters Small Group One on One Bringing an institution to the attention of an audience Developing an understanding of the appeal of an institution Matching individual interests to institution offerings Assisting in the decision process AttentionInterestDesireAction Forms of Communication

Donald R. Gray--April 27, % 20% 40% 70% 10% 20% 35% 15% 40% 50% 20% 10% 40% 10% 5% Mass publicity, news releases, feature stories, public addresses, advertising, radio, television Direct case statements, letters, direct mail, prospect uses, magazines, newspapers, newsletters Small Group One on One Bringing an institution to the attention of an audience Developing an understanding of the appeal of an institution Matching individual interests to institution offerings Assisting in the decision process AttentionInterestDesireAction Forms of Communication

The Cycle of Successful Development Creating the Joyful Giver Making the Artful Ask A ttention I nterest D esire A ction Initial Contact ID

Making the Artful Ask Attitude is Everything

Donald R. Gray--April 27, 2003 Making an Artful Ask bestow honor/praise show organizational pride (knowledge, commitment, passion) be considerate; ask for consideration state specific amount state specific purpose shut up

Is This an Artful Ask? bestow honor/praise show organizational pride be considerate; ask for consideration state specific amount state specific purpose shut up Joe, we know you have a lot of money. Your career as a successful banker is because of the education you received at the good ol’ U. We need your money because our banking curriculum is in disrepair. We think you should establish a chair in banking. You get a whopping tax deduction, and all of us can use that, can’t we? By the way, how’s your golf game?

Donald R. Gray--April 27, 2003 Is This An Artful Ask? bestow honor/praise show organizational pride be considerate; ask for consideration state specific amount state specific purpose shut up Joe, you are one of the most successful and most highly respected professionals in the field of banking, and you bring honor to the university in so many ways. It would be a distinct privilege for us to have your name and reputation forever imprinted on our outstanding and growing finance department. Would you consider a gift of $1 million, payable over a number of years convenient for you, to establish the Joe Goodfellow Chair in Banking?

Donald R. Gray--April 27, 2003 Adages about Asking (all true) You almost never get the gift you do not ask for You (or someone) must ask You must earn the right to ask Most common response to question “Why didn’t you make a gift” is “No one asked me” Three “No’s” is halfway to a “Yes” –Timing might be bad –Project might be wrong project –Amount might have missed the mark –Wrong person might have asked –More engagement is needed

Donald R. Gray--April 27, 2003

Show Creativity Additional Gift Interest The Cycle of Successful Development Creating the Joyful Giver Making the Artful Ask A ttention I nterest D esire A ction yes no,no,no maybe acknowledge Invoking the Grateful Recipient Initial Contact ID

Donald R. Gray--April 27, 2003 Invoking the Grateful Recipient (stewardship) It is the right thing to do It is the perfect path to the next, larger gift Be creative Be sincere Make it a priority Remember the “rose to the widow” and the “drum serenade” “The giver has a right to enjoy the giving”

Show Creativity Additional Gift Interest The Cycle of Successful Development Creating the Joyful Giver Making the Artful Ask A ttention I nterest D esire A ction yes no,no,no maybe acknowledge Invoking the Grateful Recipient Initial Contact ID

Donald R. Gray--April 27, 2003 Summary of Important Points Good development is noble and honorable; let your vocabulary reflect your attitude Remember the Mystical Mingling of Joyful Giver, Artful Asker, Grateful Recipient Development is an art, not a science: it cannot be learned; it must be felt Potential Givers are your friends Planning is good; Action is better When done right, development is a joy, not a task