1. New Jersey Education Foundation Partnership
The Art of the Ask
New Jersey Education Foundation Partnership
Karin L. Cox
Senior Executive Vice President and Chief Creative Officer
September 29, 2015
WEBINAR

2. If you ask, they will give . . . right?
Not so fast . . .
You can ask and get something, but do those you serve need more?
Do your prospects know enough to care?
Why them, in particular?
What if they cared A LOT?
How can you change their lives?

3. Conquering the Fear of Asking
YOU don’t have to ask
Practice, practice, practice
Prepare the prospect
Be genuine
Have a conversation
It’s not about you

4. Ask Yourself First Why is fundraising important to my organization?
Why am I involved in the life of my organization?
Why would anyone make a charitable gift to this organization?

5. Philosophies to Remember
No one wants to give money away
Communication is the essence of appreciation
Capacity + Interest = Charitable Gift
Ask for a specific amount to maximize giving
“I am providing you an opportunity to make a difference”

6. Why People Give They are asked Spiritual need or love of humankind
Personal gratitude
Perpetuation of ideals, values and goals
Pride in personal achievement
Ways of giving are explained
Join in to assure goals are met
Tax considerations

7. Fundraising Myths We have to be well-known
We have to have a big budget
Everyone is tapped out
There is too much competition
We need more movers and shakers to get started
You can’t go to the well too many times
You can’t raise money if people think you’re successful
No one is giving

8. Fundraising Strategy Identification Qualification Cultivation
Solicitation
Appreciation

9. Ways to Make a Gift Cash - checks, cash, etc
Securities - stocks, bonds, mutual funds, etc
Personal property - coins, guns, books, art collections
Real property - houses, office buildings, etc
Royalty rights & patents / books, oil, inventions, etc
Trusts & annuities/CRT, CGA, etc.
Wills - a stated bequest
Insurance - cash balance
Pledge periods and gift-giving combinations help maximize gifts

10. Developing the Solicitation Plan
Many Dynamics:
Answer prospect’s questions
Timeline
Family involvement
Honor life’s work
Respect/reflect values
Showcase talents and experience
Financial security
Right person

11. Solicitation Plan Elements
How much should you ask for?
How many people should go?
Who should go?
Should the spouse be included? Should children be included?
Where should the gift be solicited?
Should the ask be in writing or simply verbal?
Should you ask for a specific amount?
Did you answer all their questions?
What questions to you have?

12. What can Board members do?
Make their own stretch gift
Be part of the solicitation strategy team
Make the initial call
Go on the call when appropriate and to show support
Actually make the ask

13. Solicitation Checklist
Best team identified
Personal commitment to the organization and campaign made
Solicitation appointment made
Organization and case for support reviewed and understood
Staff and volunteers involved know the previous questions asked by this prospect
Right materials prepared for this ask
Rehearsed

14. The Solicitation Meeting
Outline of a Script
Open the meeting
Know the questions
Proposal prepared
Ask
Stop talking

15. Asking for the Gift
“Joe, we are here today to ask your consideration of a gift of $20,000 per year for five years for a total gift of $100,000 to serve the youth in your community.
With your help, this campaign will succeed and because of the work we are doing together, current and future generations will have better lives.”

16. Key Word
We are asking you to
consider
a gift . . .

17. Responding to “That’s a lot of money”
Responding to Maybe
“Great! That is exactly what we needed from you. We are so pleased you will consider this.”
Responding to “That’s a lot of money”
Joe, we are not here today for an answer. We are here today to ask your consideration of a gift and to answer your questions about the project. We need your help.”

18. Responding to No
“Joe, we are not here today for an answer to our request. We are here to ask for your consideration and to answer any questions you might have.”
“We need your assistance if we are going to make difference in the lives of the youth in our community.
“If you will do us the favor of considering this, we will know we have done what we needed to do to serve those who need us.”

19. Why did you ever think I could make a gift like that?
Responding to:
Why did you ever think I could make a gift like that?
“Joe, we weren’t certain what to ask you for.
We do know that if we don’t have gifts in this range, we will not be able to get to our campaign goal to ensure the foundation can expand and continue to serve youth in our community who need our help.”

20. Follow up Do what you say you are going to do
Follow up on the solicitation no sooner than three days and no later than seven days
Most solicitations fail because the organization does not follow up with the donor
It is not the donor’s responsibility to get back in touch with you
It is your responsibility to follow up with the donor

21. Be You Be honest Be genuine Be humble Be attentive Be committed
Be courageous

22. Questions? Comments? Discussion?
Karin Cox
Senior Executive Vice President
and Chief Creative Officer