The Art of Cultivation How to Encourage the Prospect to Make the Commitment

What we will cover The Decision-Making Process – Making the Case for a Legacy The Cultivation Process - Meaningful Interactions The Solicitation Process - Anatomy of the Ask

One Absolute The Donor holds all the cards We can only provide the opportunity to create a meaningful legacy It’s personal - It’s about their needs, interests and values

The Rule Spend 80% of the time -making the case -marketing - cultivating Spend 20% of the time -asking - closing -saying thank you

Decision-Making Grab their Attention – make the case Cultivate their Interest – strategies As the stakes of the decision increases it takes more time Increasingly Emotional – Legacy

Making the Case Thought – Provoking Outcomes in Human Terms Semantics do matter Multiple and Repetitive

Making the Case Move their hearts, the head will follow Data can support the case, not make it Tell the story – Message Wheel What is your Case for making a planned giving to your organization?

Articulating the Case (handout) Core message 4 supporting messages 4 talking points Discussion

Tell the story Capture attention with an unexpected challenge or question Create emotional experience by narrating the struggle to overcome the challenge or answer the question Make a compelling call to action

Practice Turn to a neighbor and practice telling the story (the case) After a few minutes, change places Discuss

Cultivation Process Must be face-to-face Plan your interactions (handout) Make your interactions meaningful Patience

Cultivation Process Remember – It’s Donor-centered Ask Questions Keep the relationship moving

Questions Open-ended – How, what, why? Discovery – new information Attitude – “How do you feel about…” Confirmation - restate Commitment – “Your gift will… (thank you)

Active Listening Listening is a Learned Skill Silence is Golden Reduce distractions, stop thinking

Anatomy of the Ask After multiple contacts After building a strong relationship After listening to the donor’s needs then It’s time to Ask

Anatomy of the Ask I – Preliminaries II – Opening/Intro III – Presentation IV – Negotiation V – Confirmation/Close

Anatomy of the Ask I – Preliminaries – Building rapport with the prospect II – Opening/Intro – setting the stage “We’re here today to ask you to consider…”

Anatomy of the Ask III – Presentation From this point forward should take no more than 15 minutes - articulate the case - talk about benefits not features (2 or 3) - present the opportunity - move from general to specific

Anatomy of the Ask III – Presentation Opportunity - “We have established a legacy society to provide a way to recognize those special individuals who have made a planned gift.” From general to specific - “There are various ways to make a planned gift. The most popular is by making a bequest.”

IV – Negotiate the Ask “We thought you would like to consider…” PAUSE! “How do you feel about creating a legacy?” or “Are there things you would like to ask?”

Overcome Objections NASA – Nurture, Ask, Seek Solutions, Agreement Feel, Felt, Found “I feel you are concerned about…” “I’ve felt that way before.” “I’ve found that if…”

Anatomy of the Ask V. Close Restate the agreement – “I understand you will be creating your legacy by…” “The gift you have made will….” – talk about what it will accomplish. Thank and Follow-up

A Word about Stewardship Three Parts of Stewardship – need all three 1.Acknowledge 2.Inform 3.Recognize

Jim Gumpert, Senior Director Major & Planned Gifts Boys & Girls Clubs of America Questions?