How to be behind a successful fundraiser

Thursday, April. 4th, 2013

Guest Speakers:

Micheal Bacon, Founder and Principal of Bacon Lee & Associates

Jim Eskin, Executive Director, Alamo Colleges, Office of Institutional Advancement

Location: Bright Shawl

Did you know that 75% of all families give in the United States? While this might be true, there are a lot of resources available that are not used because people simply are too afraid or don’t know how to ask for them. The reality is, when asking for a donation there will be times when you will be told “no”, but remember that “no” can mean not at this time, or there’s simply no money to give at that moment. Special guest speakers, Jim Eskin and Michael Bacon, talked about how to be behind a successful fundraiser. Michael Bacon put it into perspective when he said “check your ego at the door, because it’s not about you, it is about the mission and funds that you raise”. In other words, don’t take anything personal, whether it’s the amount given or if a donation is received. So with all worries aside, here are a few pointers to lead you in the right direction of creating a successful fundraising plan.

What to expect:

-People don’t give unless asked

- Not everyone will donate

- You have no control over the amount of donations received

- It’s better to ask for part of the whole desired amount instead of the entire amount

- Donors might donate a small amount at first, before they give a bigger gift to see what you will do with the initial investment

Planning your ask:

What we know:

- The list of donors

- Amounts received

Where to ask:

-Best places are in a person’s home or office, not at a restaurant because it is in an uncontrolled environment (ex. interruptions by waiters)

How to ask:

-Face to face is the best, phone call if you have already met and spoken to that person

- Don’t “spill all the beans” of your proposal over the phone

- Most likely there will be a gate keeper; it is helpful to have a friend of the donor initially call to set up an appointment, so the call will go through

-Set an appointment with the clear purpose of sharing a gift proposal, give no surprises

-When setting up an appointment, ask if the donor would like anyone to attend, so everyone is there at once (ex. spouse, Certified Public Accountant, etc.)

-Get as many people who are part of the donor’s team to also support your mission when you ask for a donation (ex. donor’s staff members, peer volunteers, board members), it will give more reason for the donor to say “yes!”

-Summarize and ask for the steps next taken, for instance, “how do you feel about me calling you in X months for a donation of X amount?” or “can we count on you for a gift of X?”

Materials you need:

- Provide an example where you received a donation in the past

-Specific proposal with cost estimates or benefits noted, for example, mentioning the donor’s target audience is also the audience you will be serving

- Financial or fundraising progress reports; donors want to know about other contributors

Things to remember:

-Don’t judge a book by its cover. You never know who your next supporter will be

-Be conversational

-Practice in the mirror

-Always have a Plan B

One last thing, keep in mind that listening is critical, it is 75% of the work and the other 25% is you

leading the conversation. By being an effective listener you will be able to shape your proposal to better

fit the donor’s interests and ethics. This will help you gain their trust. Hopefully this information helps

you build the confidence to ask and helps you plan a successful fundraiser. Good luck in your ventures!

Sharon Daniel