Making The Ask (Art & Science) Michael Bacon, CFRE

Where Does the Money Come From? $ Billion in 2012 Individuals BequestsFoundations Corporations ____ %

Corporations $ % Foundations $ % Individuals $ % 2012 Charitable Giving Total = $ billion ($ in billions) Source: Giving USA Foundation TM /Giving USA 2013 Bequests $ %

*Foundation grants awarded to individuals Environment and Animals $8.30 3% Grants to Individuals* $3.96 1% Human Services $ % International Affairs $ % Arts, Culture, and Humanities $ % Public-Society Benefit $ % Unallocated giving $6.82 2% Health $ % Gifts to Foundations $ % Religion $ % Education $ % Types of recipients of contributions, 2012 Total = $ billion ($ in billions) Source: Giving USA Foundation TM /Giving USA 2013

How Gifts Happen… It is about the donor’s needs, not yours! The intersection of a donor’s needs with your nonprofit mission results in significant gifts.

Interest Capacity Giving Indicators

Gift Dynamics

How Do You Feel When You Give?  Share your story with someone next to you.  Compare stories…

Brainstorming Capacity  What are resources you can use to determine a prospect’s capacity to give?

Determining the Ask Amount No perfect formula. You consider circumstances.  Age  Health  Family  Prior large gifts  Gifts to other organizations

Giving Capacity Formulas

When to Ask  Establishing the purpose of your relationship from the onset makes the transition to the solicitation easier  Listen for verbal cues  Interest in hearing who else has supported the fundraising project  Begin referring to the school in first person - “we”  More frequency or depth to conversations regarding personal finances

Plan Your Ask 1. What do we know? 2. What are you going to ask for? 3. Where are you going to ask? 4. How are you going to ask? 5. Who is going to ask?

Setting Up The Ask  Set appointment with clear purpose for sharing a gift request – no surprises!  Their home or office (their turf).  Both spouses/partners there at the same time.  Who will they have the hardest time saying no to? Bring that person!  Listen more than you speak…

Solicitation Techniques Always ask for a specific amount. Be clear about what you are asking for both in amount and designation.  I’ve made a personal gift of $... and I’d like you to join me in support with the same gift.  Can we count on you for a gift of $… over three to five years?  Will you prayerfully consider a gift of… over three to five years? Allow the prospect to answer your question. Be silent.

Errors We Make In Asking…  Talking too much, not listening.  Not asking for a specific gift.  Not asking questions to learn about the prospect.  Not talking about the benefits of the gift, to them and to us.  Speaking rather than remaining silent after the ask.