The ABC’s of Saying Thank You
We developed our five steps years ago because I thought it was important that everyone on the solicitation team know their role. The steps are simple, and they work!
Step 1: Small Talk
• Build rapport. Talk topics of interest to the prospect. The most successful solicitors are those who take a little time at the beginning of the visit to get to know the potential donor.
• Foster a positive attitude: “Did you know…” is a great way to get into pluses about your organization.
• Small talk is better when you have done your homework and you know something about the prospect, i.e., family, occupation, hobbies, etc.
Step 2: Purpose of the Meeting
• Although the prospect should be aware of the purpose of the meeting, restate it. Thank the prospect for the opportunity to meet with them and let them know you want to share your organization’s plans and objectives of the capital campaign or major gift initiative.
• Indicate that you have a proposal that you will be presenting and leaving with them for the consideration, “Bob, we’re here today to talk with you about (the organization’s) capital campaign. We’ve brought a proposal with us to leave with you for your review and consideration.” (DO NOT HAND THEM THE PROPOSAL UNTIL AFTER YOU HAVE MADE THE ASK – see step 4.)
• NOTE: This is a very important step because it takes the pressure off them as it says you do not expect an answer today!
Step 3: Tell the Story – The Case for Support
• Go from general to specific
• Talk about your organization’s mission. Know what sets your organization apart from others like it in the community.
• Have a clear idea why fund-raising is important to the future of your organization. Never focus on needs. Focus on benefits. Focus on opportunities. “(Your organization) is doing an excellent job; if we could just go this one step further…”
• Explain in vivid terms how the capital campaign projects will make significant differences to your organization, as well as the benefits and impact.
Step 4: The Ask
There are three types of potential donors with which you will talk: 1) those who say “no” right away, 2) those who commit right away, and 3) those who need a little more time to consider. The ones who need time to consider are the majority (90 percent) and can easily be part of those who pledge. Assist them in making a pledge by informing them of how their contributions to the capital campaign will be used.
• Ask for a specific amount (the biggest mistake made in fundraising today is not asking for a specific dollar amount). There is one sentence that you must remember to use: “Will you consider helping (organization name) with a pledge of “$X”, payable in equal amounts of “$Y” over a five-year period in support of the (campaign or project name)?”
• It is easy to think you’ve made yourself clear when you have not. Ask directly for a pledge and be positive about it.
• Avoid using words like Money and Donation. Instead, use words like Support, Pledge, Gift, and Investment.
• Wait for their response. Don’t take the ask back before they’ve had an opportunity to consider it. A moment of silence is not negative.
Step 5: Follow-Up
After you have received a response, take the appropriate next step:
1) If they commit to the proposal, then ask, “would you be willing to sign a pledge card today?” Hand the prospect the proposal and begin filling out the pledge card; ask about the payment schedule and fill the information out. Ask them to sign and date the pledge card.
2) If they need time to consider the proposal ask amount, then establish a follow-up date. Hand the prospect the proposal and point out some of the information they might like to review in the meantime.
3) If they respond negatively to the proposal amount, allow the prospect time to ask questions and state concerns to get a feel for a more appropriate ask amount. Hand the prospect the proposal and point out some of the information they might like to consider. Establish a follow-up date.
4) If during either case 2 or 3 above, the prospects indicates an amount they would be willing to commit to and you feel good about, ask, “would you be willing to sign a pledge card today for $$$?” Then follow through as appropriate to their response.
• Send the prospect a hand-written thank you note immediately following the solicitation visit. Thank them for the opportunity to present the proposal on behalf of your organization. Acknowledge their commitment or the established follow-up date.
• Complete the contact report, noting the date of the solicitation, the solicitation team, key points of the discussion, the commitment amount, or the follow-up date with the next step to be taken. Turn the contact report in to your organization’s campaign office immediately.
• Completed pledge cards and any gifts received should be turned in to your organization’s campaign office immediately for documentation, so that appropriate acknowledgment letters can be generated the next working day. Thanking a prospect for a gift or pledge within 48 to 72 hours is very important in the continuing cultivation process.
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