Objectives of an Initial Visit (Part 2)

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Major and Principal Gifts

Universidade da Califórnia, Davis

Curso 3 de 4 no Fundraising and Development Programa de cursos integrados

This course will provide a comprehensive view of major and principal gift development work for students who seek to build upon their experiences gained in the introductory session. Participants will gain an understanding of the philosophy and strategies implemented in major gift development including prospect identification, how to initially engage a potential major gift donor, the process of cultivation and moves management, effective proposal writing, making a successful ask and on-going donor stewardship. Students will practice fundamental major gift development skills by developing their own prospect strategy, producing essential documents to support the process, and engaging in role playing activity to simulate interaction with prospects and donors.

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Prospect Cultivation, Strategy Development and Getting the First Appointment

In this module, you will be able to start the cultivation process and open the door with a prospective donor. You will be able to identify the objectives of an initial visit. You will be able to reflect on the donor's interests and building donor involvement.

Introduction to Prospect Cultivation, Strategy Development and Getting the First Appointment0:42

Opening the Door with Pre-Call Contacts (Part 1)9:31

Opening the Door with Pre-Call Contacts (Part 2)7:20

Objectives of an Initial Visit (Part 1)8:49

Objectives of an Initial Visit (Part 2)6:56

Donor Interest and Strategies (Part 1)5:40

Donor Interest and Strategies (Part 2)8:15

Ministrado por

Jason Wohlman
Associate Vice Chancellor for University Development

Transcrição

[MUSIC]

Now that I have shared a few specific examples from UC Davis,

let's review a list of questions that are universal for development work, and

that I would encourage each of you to use in your future qualification visits.

Specifically there are nine questions that you should pose.

First, what are your impressions of our organization?

What are its strengths and weaknesses?

This allows the prospect to provide advice and insight.

Acknowledge and thank the prospect for both positive and negative feedback.

How does our non-profit compare with other institutions offering similar programs?

For this question, ask the prospect to think in terms of your standing among

nonprofits that deliver similar or identical services.

How has our organization helped in your career?

This is a great question for

any non-profit whose constituents gain skills applicable to professional careers.

Do you receive our publications or newsletters?

What are your impressions of these?

What topics would you like to know more about?

The answer provides clues about how closely the prospect is engaged

with your work.

More importantly, it gives great insight about where interest might center

regarding a gift opportunity.

The fifth question that I would like you to ask is,

why do you support our organization?

Are there particular services we provide or

things about our mission that motivate you to give?

This will truly give you an insight into your prospective donor.

What do you feel are the top priorities for

which our organization should seek financial support?

Some prospects will not have a ready answer for

this, because they haven't given the matter of great deal of thought.

Others, however, will have specific ideas and

some will even share their thoughts about philanthropy in general.

The latter tend to be individuals who are comfortable with giving, and

other factors being equal, are often the best prospects.

Would you consider financially supporting these priorities?

This question equates to asking without really asking.

Often prospects will respond that they might.

In the event a prospect hesitates in responding, I indicate that for

the purpose of this meeting,

I am merely trying to learn about the potential interests of our constituents.

In no way should the question be considered a formal request or

a proposal, as that will be inappropriate for our first meeting.

Would you be willing in some fashion to serve as a volunteer for

our organization, in our efforts to attract private support?

This can be used by nonprofits seeking to engage constituents in

their fundraising efforts.

Perhaps you've created, or are considering creating, a development committee, or

are simply looking for volunteers to review your organization's case for

support.

If so, use the discovery call to supplement these efforts.

If not, skip the question, so you don't have to set up any false expectations.

Finally, can you name three friends or colleagues, who might like to learn more

about our organization, or who might be interested in serving as volunteers?

This question can assist you in keeping the donor pipeline filled.

Make sure if you ask this question that you do attempt to follow up with

the referred individuals.

Not only will following up bring the potential new prospects, but

it will also help you build credibility with the prospect who referred you.

When you follow up on such referrals,

it's only a matter of time before your original prospect hears about it.

You have provided evidence to the prospect that you were listening, and

are taking the person's advice seriously.

Remember, if the prospect has been engaged with your organization in the past,

make certain that you include a thank you for their previous gifts or

volunteer service in your discussion.

If you have been introduced by a third party, acknowledge that person's service

to your organization, it sets an effective opening tone for your visit.

Effective listening is not always done with your ears.

If you find your meeting in your prospect's home or

office, look around you and see what they are telling you.

Are there photos on the desk, children or grandchildren?

Is it obvious what their hobbies might be based upon the decor?

Are they into fishing, or golfing, or tennis?

Do they have fine art on display?

Are there a number of plaques,

awards or photos with dignitaries displayed prominently?

All of these observations are part of your effective listening, and

will help you to develop constructive open-ended questions.

To help find out more information about your prospects personal lifestyle,

the following are effective questions to pose.

These questions should come from observations around home or

office, prior knowledge, or other information.

First, what are the ages, names of your children, grandchildren?

Where do they live?

Do you get to see your children often?

Grandchildren often?

You must have your hands full with the little ones, how do you juggle career and

parenting?

Have you had a chance to take some time off this year?

If so, where did you go?

If not, what would you like to do?

Do you enjoy entertaining in your home?

Do you entertain for business?

Do you ever entertain for philanthropic groups?

Tell me about that.

And finally, what a beautiful piece of artwork, do you enjoy collecting?

So we have our questions ready, now we can plan for an effective visit.

Keep these items in mind as you outline your agenda for the meeting.

Remember, you have 30 minutes so use your time wisely.

Start with a brief introduction and thanks for the visit.

Spend the majority of your time getting to know your prospect as a person.

Take the opportunity to introduce current areas of emphasis for

your organization, or enthusiasm for a new accomplishment.

But remember, the primary purpose of the visit is to listen more than we talk.

If they are a past owner to your organization, always thank them for

their past support.

Ask questions related to their interest in your work.

Respect their time.

Do keep your meeting to 30 minutes.

If the visit goes well, they will be surprised at how fast the time goes.

Perhaps be pleasantly surprised that they were not asked for a gift, and

may even invite you to extend your visit.

Finally, always set up a reason for a future contact.

One effective tactic to accomplish this is to suggest you will need to follow up with

additional information, related to a question they may have posed.

Even if you have an answer ready for them, provide what information you can, but

suggest the follow-up anyway.

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