The Opening: How It’s Handled Will Determine Its Outcome
The first meeting should not take place in a public space such as a restaurant with its distractions and interruptions. Solicitors should begin by talking with prospects about professional and personal interests, mutual friends and acquaintances, places and times where their lives may have crossed. However, solicitors should not forget why they are there. Quickly, but naturally, discussion of the campaign should be worked into the conversation. Solicitors should mention their own personal involvement and commitment to the organization as a way of explaining why it is of such great value to the community. They must convey how important the current fund-raising campaign is to the organization’s future. When appropriate, a tour of the organization’s facilities and the opportunity to meet others involved with the organization should be offered. Finally, solicitors should ask prospects to consider supporting the organization by making a pledge in the suggested amount.
Executing a fund-raising campaign means doing the same few steps over and over. Solicitors write, phone, present, ask, and report back – a process that is repeated with each prospect assigned to them. However, the process is seldom a straight line. There may be any number of phone calls to a single prospect. A solicitor might first meet with a prospect in the prospect’s office and then arrange a tour of the organization or, in the case of a capital building campaign, a visit to the construction site. After that, another meeting over lunch may be required to clinch the deal. All during this process the solicitor is reporting on progress to the team captain. To be effective a solicitor must:
A solicitor can be doing everything right and still run into a problem in getting appointments with prospective donors capable of making large gifts. People who can make large gifts are usually busy people. Simply getting to see them can take a few weeks. Then there is the time it takes to convince someone to part with thousands, tens of thousands, hundreds of thousands, or even millions of dollars. The larger the sum of money involved, the less likely that a 30-minute appointment on a Wednesday morning will do the job. Solicitors must be prepared to put in whatever time and effort will be required to get a final answer, and they have to be careful not to pressure a prospect into a no response. Soliciting is exactly like selling. Prospects have to be made comfortable, shown the value of a contribution, and encouraged to make positive decisions. They have to be flattered, cajoled, appealed to, convinced, and ultimately sold.
Sooner or later a solicitor will get a final answer from a prospect. It will take one of four forms. The prospect will say:
Obviously the first response is best, and the second, depending on how much less, isn’t too bad either. When you get one of those two answers, you say thank you, take the money or the pledge card, and leave. That day or, at the latest, the next, you report the gift to your team captain and send a thank-you note to the donor.
If the gift is less than hoped for, even if it is substantially less, never show disappointment. Don’t say, “But we were hoping for more.” Don’t frown. Don’t roll your eyes. Don’t even ask why it is less. Ninety-nine times out of a hundred, the donor has already told you why. To ask now embarrasses you by showing you weren’t paying attention and embarrasses the donor by forcing him or her to go back over the reasons why he or she was unwilling or unable to give at the suggested level.
When the answer is no, not at this time, it is still necessary to thank the person for considering your request. You should try to find out if perhaps later in the campaign the situation could be more favorable. If you are told it might be, you put that in your report and encourage the organization to follow up at the appropriate time. If there is no chance of a gift for the current campaign, give up. Don’t poison the well. Graciously accept the no, and leave the prospect for the next campaign and the next solicitor. After all, it might be you.
When the answer is no, don’t ever contact me again, you need to leave with an understanding of the reasons why the response was so adamantly negative. If you have been listening, you probably already know. If you are getting this response over the phone, ask why the prospect wants to be dropped from the organization’s list. Take this information back to the organization and let the person responsible for development deal with it.
When I was conducting telefunding campaigns as development director of the Cleveland Orchestra, I would look at the reports on persons who the night before had asked to be taken off our list. Some of them would be people who had given us $250 or $500 or even $1,000 in the past. I would call them and say, “I know you said no, and we will take you off our list, but I want to be sure we are taking you off because of something that we can’t fix or is out of our control.” They would, invariably, appreciate the call and would tell me if they indeed wanted to be taken off the list because of a grievance. Sometimes the reason was something we could fix. Sometimes they would even reconsider and make a gift, but I never asked them to. The purpose of my call was to save these prospects for the future, if possible, and to find out if we had done something wrong.
Once a prospect tells a solicitor no, you have to honor that answer. To do otherwise, to try to pressure, shame, or intimidate a prospect who has clearly said no, is to compromise your organization. Such tactics rarely will bring in any money and nearly always create bad feelings.
If you are always looking for the right moment to ask for the money, you will never find it. You have to be ready, willing, and able to close the sale. You have to take the risk of hearing no. If that happens, don’t take the rejection to heart. The person is saying no to the organization, not to you. Once you have presented your case ask for the money, either close the “sale,” find out what the objection to giving is and overcome it, or get your turndown and move on.
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