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Published byPierce Harvey Modified over 8 years ago
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The Art of Cultivation How to Encourage the Prospect to Make the Commitment
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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
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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
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The 80-20 Rule Spend 80% of the time -making the case -marketing - cultivating Spend 20% of the time -asking - closing -saying thank you
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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
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Making the Case Thought – Provoking Outcomes in Human Terms Semantics do matter Multiple and Repetitive
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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?
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Articulating the Case (handout) Core message 4 supporting messages 4 talking points Discussion
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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
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Practice Turn to a neighbor and practice telling the story (the case) After a few minutes, change places Discuss
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Cultivation Process Must be face-to-face Plan your interactions (handout) Make your interactions meaningful Patience
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Cultivation Process Remember – It’s Donor-centered Ask Questions Keep the relationship moving
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Questions Open-ended – How, what, why? Discovery – new information Attitude – “How do you feel about…” Confirmation - restate Commitment – “Your gift will… (thank you)
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Active Listening Listening is a Learned Skill Silence is Golden Reduce distractions, stop thinking
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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
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Anatomy of the Ask I – Preliminaries II – Opening/Intro III – Presentation IV – Negotiation V – Confirmation/Close
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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…”
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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
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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.”
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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?”
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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…”
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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
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A Word about Stewardship Three Parts of Stewardship – need all three 1.Acknowledge 2.Inform 3.Recognize
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Jim Gumpert, Senior Director Major & Planned Gifts Boys & Girls Clubs of America jgumpert@bgca.org Questions?
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