1. The Layered Campaign Solicitation
Annual, Major, Bequest

2. What Outcomes Do You Want From a GREAT Solicitation?

3. Generous, Inspired, Joyous, Investment

4. Personal Capital Being All IN Ernie Ludy, Founder Medstat Human
Intellectual
Network
Financial
Being All IN
Ernie Ludy, Founder Medstat

5. Start with GREAT Stewardship
Tailored
Different Voices
Personal
Impact
Multiple Mediums
Connect
the Dots

6. The Rights© “Right” purpose “Right” amount “Right” solicitors
“Right” time
“Right” place
“Right” participants
“Right” materials

7. Making the Case
Vision
Impact and Outcomes

8. Internal Agreements

9. Annual and Bequest
Impact statements
Level of trust

10. Case Elements* *Adapted from “Making the Case,” by Jerry Panas
Opening hook that grabs the reader or listener
Why the potential donor should invest and invest now (the problem, the vision solution)
The impact investments will have
Your unique ability to achieve the societal impact described
Call to action with a roadmap
A powerful close

11. The Elements continued
Stories
Statistics
Facts
Third party endorsements
Visuals that illustrate

12. Getting to Yes - Relationship
Think of a donor you want to solicit over the next three to 18 months for a layered gift.

13. The Donor Puzzle© Capacity, inclination, readiness
Motivation, values and interests
Where on Tarnside Curve
Knowledge, impressions of your organization
Philanthropic priorities (where are you?)
Philanthropic decision makers and process
World view
Natural partners
Issues
Involvement and contribution preferences
Stewardship preferences

14. The Tarnside Curve of Involvement
The Tarnside Curve of Involvement *Developed by Patrick Boggen, Tarnside Consulting, UK
High
Taking Personal
Responsibility
Ownership
GIVING
Commitment
Engagement
Awareness
Interest
INVOLVEMENT
High

15. Strategic Initiatives or “Moves”
Increases personal motivation
Overcomes possible obstacles
Deepens Engagement
Achieves Goals
Leads to Next Step

16. Example of Determining E Scores
Percentage Giving
Giving Average
Board member
75%
$5,000
Vision meeting
85%
Made connections
$1,000
High level committee
70%
$3,000
Fundraised
95%
$850
Hosted
57%
Expertise
$2,500

17. Sample E (engagement) Scores
Attended vision meeting
Board Member
High Level committee
Provided needed expertise
Made connections
8 points
5 points
3 points
2 points
Participated in Day of Service
Took tour and brought a friend
Hosted
Fundraised (special events)
Attended special event
2 points
1 point

18. Securing Yeses© Yes to Mission, Vision, Strategic Direction
Yes to Leadership, Trust
Yes to Role of Philanthropy
Yes to Concerns Addressed
Yes to Scope, Purposes

19. Getting to Yes – Solicitation Conversation
Pre-solicitation conversation
Getting the appointment
Scripts (what-ifs)
Practice
Re-confirm

20. Integrated or Layered Solicitations

21. The Upside Down Triangle© ©The Osborne Group, Inc.
Yes to Vision, Strategic Direction
Yes to Big ideas
Yes to Concerns Addressed
Yes to Purposes, Impact
Would you consider…?

22. Visual Proposal© $500,000 in support of the empowerment of children
$350,000 for the Osborne Empowerment Fund
$100,000 Bequest
$50,000 in support of the empowerment of children through the annual fund
$5, $10, $15, $20,000
Year Year Year Year 4

23. Closing and Stewardship!

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Connect on LinkedIn Karen Osborne, Robert Osborne, Jr., Laurel McCombs
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