1. Winning Conversations Big XII Development Conference March 11, 2013

2. Dynamic Donor Conversations  Why is this topic so important? 1.Listening is the best “activity” you can do with each donor 2.Learning the donor’s perspective will then guide you for:  What words you will select  When you will deliver the right words  Who you should involve  What tools you can use to further engage each donor 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 2

3. Dynamic Donor Conversations  Why is this topic so important? 3.You will find patterns, trends, and challenges with each donor so each conversation is carefully tailored to meet the needs of each donor 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 3

4. Dynamic Donor Conversations The key is to “match” what is important to the donor about your university with the right words and tools at the right time Listening and Donor Feedback are the two most important activities to engage each donor 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 4

5. Dynamic Donor Conversations  Why is this topic so important? 4. Helps you to get the initial appointment 5.Keeps the engagement between you and your donor alive 6.Makes Asking for money easier 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 5

6. Dynamic Donor Conversations  Why is this topic so important? 7.Makes Closing the gift easier 8.Shortens the time you can go back to your donor to Ask for an increased gift 9.Takes the mystery out of how to steward your donor 10.Builds lasting relationships 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 6

7. Dynamic Donor Conversations  Dynamic donor conversations are about selecting the right words and delivering them at the right time  By focusing, organizing, listening, mirroring, planning, and selecting each word, prospective givers will be in their comfort zone with a heightened engagement level which = More Gifts 9/14/20157

8. The Five Step Process for Dynamic Conversations  Five Step Process for Finding the Right Words: 1.Know Exactly what you want; 2. Prepare the Conversation; 3.Deliver with Confidence; 4.Clarify the Results; and 5.Plan your Next Move 9/14/20158

9. The Five Step Process 1.Know Exactly What You Want  Each person is their own “mini campaign”  What is your individual strategy for each person?  Do not fall into the trap that this is a $100; $5,000; or $25,000 donor and treat everyone the same at that gift level 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 9

10. The Five Step Process 1. Know Exactly What You Want ASK – RULE: How Much, How Many, How Often and WHY? Quantify the need Why do you need it now? What is the “urgency” (not emergency) What will not happen if you do not receive this gift, future gifts? 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 10

11. Five Step Process 2. Prepare the Conversation Focus, monitor, listen, and mirror  How does the person communicate with you and in what frequency? For example do they email, call, write, only speak with volunteers  You need to get a sense of timing How often can you reach them? 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 11

12. Five Step Process 2. Prepare the Conversation  What expressions do they use?  How formal/informal is their language  What topics are they repeating?  Do you know what really interests them about your university? 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 12

13. Five Step Process 2.Prepare the Conversation  Write down the winning phrases you want to use that you feel will resonate the most with the person  Write down every possible reaction you may receive  Practice standing up and in front of a mirror 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 13

14. Five Step Process 2. Prepare the Conversation  Pay attention to your tone and volume  Examples:  1.If the person thinks that giving you a gift is “heart felt expression of love” then use these words” when you are communicating with them 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 14

15. Five Step Process  2. Prepare the Conversation If the person uses the word “gift” or “solicitation” or “donation” then use those words The Point is that they will listen to you if they can understand your message and your ask in words that resonate with them 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 15

16. Five Step Process 3. Deliver with Confidence  This is a conversation not a confrontation  Be strong in your voice when you come to your carefully selected words: “I’ve heard you say your experience…” “Your partnership, investment, enthusiasm, vision, compassion” 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 16

17. Five Step Process 3. Deliver with Confidence Ask Open-Ended Questions – great way to establish strong rapport: “Can you share with me?” “I believe we agree on the following…?” 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 17

18. Five Step Process 3. Deliver with Confidence Mirroring comes in handy: “You are an astute business person and we share your enthusiasm and vision” What selected words come up for you? 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 18

19. Five Step Process 4.Clarify the Results  What did you hear?  What was the tone?  What needs to be resolved? 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 19

20. Five Step Process  “I heard every word you said and respect that you may not want a visit right now. Can we keep the door open to a future time when we can meet so I can share with you in person some fabulous accomplishments”  “As you have said from the beginning, sudden complications make giving more difficult now, but together we may come up with the right solution” 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 20

21. Five Step Process 4. Clarify the Results  Key is to weave in past words and phrases  It shows you are in their moment, you have established the BEST engagement  That is how you shorten the time to get and close new and larger gifts 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 21

22. Five Step Process 5. Plan the Next Move  Now the emphasis is on Timing and Mode of Communication  If you emailed the person every three weeks then the person is accustomed to hearing from you every three weeks. They do not in general change their timing of how you can reach them 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 22

23. Five Step Process 5. Plan the Next Move  If most of your communication was email do not expect the person to suddenly take all your telephone calls and vice a versa 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 23

24. Five Step Process  People have patterns of how they communicate and the words they select…focus on the patterns and I guarantee you will be able to turn over gifts much faster!  Pay close attention to the calendar. What time of year you are trying to do your next move and what is going on holiday wise, personal life, weather, national/international affairs 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 24

25. Wrap Up  Take Aways: 1.Listening wins the day! 2.Donor feedback enhances engagement 3.The five steps process will help you with cultivation – gift closing 4.Keep messaging simple and consistent 5.Select the communication tool the donor wants to hear and/or see! 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 25

26. Want more? “Winning Words for Raising Money” 1 st E-Book Short for Jossey-Bass Wiley JUST OUT THIS MARCH www.wiley.com/go/shortform laura@expertontheask.com http://www.expertontheask.com http://www.twitter.com/expertontheask 9/14/2015Laura Fredricks, JD, LLC (212) 929-9120 26