©The Artful Asker 2013 Marcy Heim
Marcy’s Major Gifts Makeover
Making an
Artful Ask!
©The Artful Asker 2013 Marcy Heim
THE ARTFUL ASKER
Marcy Heim, CFREFounder & Principal
Marcy Heim, CFRE, is an author, speaker and coach for those transforming the world through philanthropy. Her direct and entertaining style reflects over twenty years of in-the-trenches, major gift fundraising and management success where she and her team raised millions by creating the genuine relationships she promotes in her popular sessions. "Empowering Development Ambassadors” is Marcy’s book on major gift relationship-building and the role of both methods and mindset in success.
©The Artful Asker 2013 Marcy Heim
Session Goals
The power & joy of philanthropy
Why people give/the Words we use
The Cycle of Successful Relationships – overview
Making an ask & WRITE your ask!
Throughout – Our MINDSET!
©The Artful Asker 2013 Marcy Heim
“What’s the cause? Can’t you just give? Must there always be a cause?”
©The Artful Asker 2013 Marcy Heim
Philanthropy: A DefinitionFrom the Greek word, philanthrapia,
meaning love of humankind. The effort or inclination to increase the WELL-BEING of all through the giving of one’s time, talent or money for the GREATER GOOD.
» Community Foundation of Greater Wood County
©The Artful Asker 2013 Marcy Heim
Why Do People Give? They believe in your mission and
want to make a difference ***** They are asked They believe you are stable & ethical They want to honor someone/thing They want to extend their values They have a high regard for the staff
and the volunteer leadership They want to belong to something
and help their community
©The Artful Asker 2013 Marcy Heim
Reasons That Do Not Play a Big Role in Creating A Joyful Giver
Guilt/Strong Arm
To meet our numbers
For Recognition
Promotional Materials and Proposals
To Reduce or Avoid Taxes
©The Artful Asker 2013 Marcy Heim
Universal Vision
“You want to compose a good world – it is an honorable and noble profession.” – Maya Angelou
Let your vocabulary reflect your attitude!
©The Artful Asker 2013 Marcy Heim
Why you are you here?
Our role, responsibility and opportunity to make the
world a better place.
And every day, it is your choice.
Limiting Beliefs
©The Artful Asker 2013 Marcy Heim
“We become what we
think about!”Earl NightingaleEarl Nightingale
The Strangest SecretThe Strangest Secret
©The Artful Asker 2013 Marcy Heim
Declarations about Raising Major Gifts
•My cause is worthy of people’s investment
•We are a sound and accountable organization
•We make a difference and I am proud of what we do
•People love to give me money!
•By giving to my organization, my donors experience the joy of
philanthropy! It feels GREAT!
•I delight in hearing about gifts to other organizations
•I love to give to my organization myself
©The Artful Asker 2013 Marcy Heim
Examine Your Beliefs
"Our beliefs can move us forward in life, or
they can hold us back.“
Oprah“I’ve heard this before”
©The Artful Asker 2013 Marcy Heim
Let’s Get The Money! hit up put the arm on … The bottom line loaded milk … should give … ought to give … owes us Contacts per
month get into his/her
pockets pick the low
hanging fruit
DreamMake a differenceGiftConsiderImpact/HopeMeaningfulExciting/PassionSustaining/Enduring Possibilities/ImagineWhat to you think?Opportunity to investThank you/Gratitude
What about?•Prospect•Suspect•Follow up•Strategy•Move you•Pitch•Close•Qualify
©The Artful Asker 2013 Marcy Heim
Why are the words we use so important?
Our words define who we are to others, how we feel about
ourselves and how we choose to be seen by the world.
©The Artful Asker 2013 Marcy Heim
BUT…It’s more than just the
words you use… you need to really mean
them.
Marcy Heim
©The Artful Asker 2013 Marcy Heim
Philanthropy is the Mystical Mingling of a
joyous giver, an artful asker, and a
grateful recipient.
Douglas M. Lawson (1936)
WRITE THIS DOWN!
The Artful Asker Cycle of Successful Relationships©
Creating the Joyful Giver
Engagement
Making the Artful Ask
NO
maybe
yes
acknowledge
Invoking the Grateful Recipient
Show Creativity
Consider Shared
Values & Interests
Begin the Conversation
Used with permission from Don Gray /Douglas Lawson
Additional Interest
©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777
A Donor Story
©The Artful Asker 2013 Marcy Heim
The Math of Major Gift Work
For each major gift (>$25K), you need three prospective major givers
On average, a major gift is closed after 9 meaningful contacts, or between 6 mos-2yrs
Thus to get 5 new major gifts requires 3 x 9 x 5 = 135 meaningful contacts.
©The Artful Asker 2013 Marcy Heim
5 Laws About Money
Money likes clarity. Telling your personal story. Blaming, tangents, broadcast approaches. When you aren’t clear, you don’t connect, Clear values, message, impact
Money comes through people …so it’s never about the money. Money is the vehicle that connects shared values
Money likes certainty. Opportunities for Giving. This is what this amount will do.
Money likes consistency. The key to more & larger giving. It is not an event, it is a flow-a relationship you can count on.
Money likes systems.(not winging it) Rain barrel directs to impact
©The Artful Asker 2013 Marcy Heim
Beginning the ConversationBeginning the Conversation Think about people like you---who share your
values and interests Be VERY clear on why you champion, invite and
invest – money likes clarity Make connections between opportunities to give
and givers’ interests with your needs Share your story– anywhere and anytime!
©The Artful Asker 2013 Marcy Heim
Creating Joyful GiversCreating Joyful Givers Make communicating with others a priority –
newsletters, website, etc. Telling the story! Board/volunteers play a key role here for their own
1:1 connections & to connect staff – Money comes through people. Consistency.
Let the relationship evolve – Grandchildren syndrome Create EXPERIENCES – big and small to be involved
and see first-hand the impact (Invite) Talk/listen about what you need – get to
dollars/impact Money loves certainty.
©The Artful Asker 2013 Marcy Heim
Making an Artful AskMaking an Artful Ask Make an ask only if you are comfortable in doing so Arrange the ask call for staff Agree to be a “member” of the asking team Serve as the testimonial regarding the organization Discuss the impact a gift will have on your organization Be a role model for a similar level of giving Show strong support for organization’s mission/priorities Support a potential giver’s inclination to support another
project
©The Artful Asker 2013 Marcy Heim
Being a Grateful RecipientBeing a Grateful Recipient Steward the gift, donor and a culture of stewardship –
Money loves systems. It’s all about demonstrating IMPACT Be genuinely grateful, Listen for any concerns or questions Deepen and continue the personal relationship. Money
love consistency. Thank people whenever appropriate and in a variety of
ways – not 10 form letters Be creative and watch for the sparkle. Listen for new
interests in your organization
The Artful Asker Cycle of Successful Relationships©
Creating the Joyful Giver
Engagement
Making the Artful Ask
NO
maybe
yes
acknowledge
Invoking the Grateful Recipient
Show Creativity
Consider Shared
Values & Interests
Begin the Conversation
Used with permission from Don Gray /Douglas Lawson
Additional Interest
©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777
The Artful Asker Cycle of Successful Relationships©
Creating the Joyful Giver
Making the Artful Ask
NO
maybe
yes
acknowledge
Invoking the Grateful Recipient
Show Creativity
Consider Shared
Values & Interests
Begin the Conversation
Used with permission from Don Gray /Douglas Lawson
Additional Interest
©2010 The Artful Asker LLC, www.MarcyHeim.com [email protected] cell: 608-772-6777
They agree on the value of our organization/mission.
They agree with the vision of our leadership.
They see that private support is needed for this project to happen.
We have a relationship built on trust and have talked through all the concerns they
have about giving methods and the project.
We have talked about different specific components and giving levels and found a
project that accomplishes their dream.
WOULD YOU CONSIDER…
©The Artful Asker 2013 Marcy Heim
Major Issues in Asking What are the important linkages? How much do you ask for? Who makes the ask? Where is the best location to make an ask? What do you send out ahead of the call? When is the timing right? How do you make an artful ask? Common pitfalls in making an ask? What do you say when….responding to objections. How do you follow up? What do you do if the answer is “no”? Or YES!
©The Artful Asker 2013 Marcy Heim
Review the Cycle to Date
Make it ‘Right”Make it ‘Right”
Motivation and values, knowledge, decision-maker,
concerns, preferences for involvement, giving and
stewardship.
©The Artful Asker 2013 Marcy Heim
Research and Discovery When is the timing right?
What is the right amount?
Who makes the ask?
Where is the ask made?
Listen for signals: Listen, Listen, ListenAsk thoughtful questions
Develop a “touch” for knowing Remember: this is an art, and a science
Ready…aim…aim…aim…aim
©The Artful Asker 2013 Marcy Heim
How Much do you Ask For? Using your 6-9 meaningful contacts, you have assessed
the potential through your conversations personally and through involving others in the action plan for the donor. You believe you have found a fit with the giver’s interest and capacity.
Talk about dollars to accomplish a certain impact and listen, listen, listen
In cultivation, review costs today. Ask for somewhat more than the person’s estimated
ability. Most people are flattered. Discuss the form of the gift, the payment period and
possible combinations of outright and deferred.
©The Artful Asker 2013 Marcy Heim
Who makes the ask?
The development professional generally “speaks the ask.”
A high ranking administrator.
A volunteer or board member.
An “expert” on the project
Who should be part of the team to visit with David about his gift?
©The Artful Asker 2013 Marcy Heim
Where is the Ask Made?
Wherever the potential giver is most comfortable
Avoid noisy restaurants
Avoid quiet restaurants
Best places: donor’s home, with spouse.
Pay attention to setting; make it classy
home
officecampus
restaurant
?
©The Artful Asker 2013 Marcy Heim
Rehearse/Role-play
WRITE OUT the ask
Practice the ask
Define roles of team members and role-play the call
bestow honor/praise
show organizational pride
be considerate; ask for consideration
state specific amount
state specific purpose
Be quiet
©The Artful Asker 2013 Marcy Heim
Is this an Artful Ask?
bestow honor/praise show organizational
pride be considerate; ask for
consideration state specific amount state specific purpose Be quiet
Joe, you are one of the most successful and highly respected leaders in our community. Your service on our Board has been instrumental to our success in creating and expanding our Garden project. We know you understand, in addition to the beauty, what an important teaching tool this is for us. Would you consider a gift of $50,000 to establish the Joe Smith Garden Outreach Program endowment?
©The Artful Asker 2013 Marcy Heim
What are the Common Pitfalls in Making the Ask?
We talk too much Ask sounds cold or inconsiderate We use words like “should” and “ought” We ask apologetically and are embarrassed Eye contact breaks down The ask is rushed We break the silence too soon after ask is
made
©The Artful Asker 2013 Marcy Heim
Respond to Objections
• Institution or Organization Based
• Project/Program Fit or Implementation
• Dollar Amount is a Challenge
• Reflection and Consideration
©The Artful Asker 2013 Marcy Heim
Project/Program Fit or Implementation
Concerns regarding impact and importance Outline addressing concerns in plan for follow up determined
at the “ask” visit Take project concerns in steps – 'Will check and get back to
you.’ Shows thoughtful consideration. Address concerns and details in a Memorandum of Agreement or Pledge Document.
“Can I share with department?” for follow up of specific concerns.
Address concerns in follow up phone calls and correspondences from key people
Take care not to create the fit inappropriately. (in other words, try to create a program to meet their interests that’s not in your priorities)
©The Artful Asker 2013 Marcy Heim
Dollar Amount is a Challenge Too much “That’s a lot of Money!” Sounds like you are wondering why we need that amount in order to do X
• Gifts over time• Annual now with endowment from estate • Mix of both annual and endowment• Annual only
Has just made another gift• Start next year (or at some point in the future)• Annual this year or even beyond• “Sounds like you want to do this but we need to talk about ways
to do this.” “I can share how others have handled this.” Agree to do gift in estate
• Wonderful! Later visit re experiencing during lifetime Partner with others (planned giving staff/member of Board)
©The Artful Asker 2013 Marcy Heim
Respect and Gratitude Seldom will you close a major
gift on the asking call Plan ahead for following up Establish the next step Be considerate, thank the
person, be grateful
©The Artful Asker 2013 Marcy Heim
What Do You Do if the Answer is “YES”? Make sure all appropriate
people say “thank you”
Design a creative plan to continue saying “thanks”
Continue visiting the giver and listening for next opportunity
Keep working the Cycle!!!!!
BE GRATEFUL!
Yippee
©The Artful Asker 2013 Marcy Heim
Multiple asks
The annual fund is still the annual fund accomplishing all it does.
Planned gifts provide amazing options for your major gift donors.
Donors support causes/projects/programs of interest to THEM.
In other words: DON’T ASSUME….
YOU KNOW WHAT YOUR DONOR IS INTERESTED IN.
THEY WILL BE OFFENDED BY THE ANNUAL FUND ASK.
THEY WILL GIVE YOU LESS IF THEY SUPPORT SOMETHING ELSE.
THEY NEED YOU TO CONVINCE THEM.
THEY WILL BE OFFENDED BY MULTIPLE ASKS.
©The Artful Asker 2013 Marcy Heim
Adages about Asking (all true)
You almost never get the gift you do not ask for
You must earn the right to askYou must balance the art and the
scienceYou must focus on serving your
donorNothing is more rewarding than the
results and impact of an “artful ask”
©The Artful Asker 2013 Marcy Heim
Lack versus Abundance
Lack is metrics driven, Abundance is metrics supported
Lack says either/or, Abundance says BOTH
Lack sees obstacles, Abundance sees opportunities.
Lack says “I already know this”, Abundance says ”There is always more to learn”
Lack is fear, Abundance is Pushing past fear
Lack is being a victim, Abundance is taking responsibility
©The Artful Asker 2013 Marcy Heim
Take back the power and knowledge that you create
everything in your life…and
everything that is NOT in
it.
©The Artful Asker 2013 Marcy Heim
Exercise
Write your DeclarationsAffirmation – a positive statement asserting that a
goal you wish to achieve is already happening.
Declaration – to state an official intention to undertake a particular course of action or adopt a particular
status.
©The Artful Asker 2013 Marcy Heim
Challenge/Declaration
Challenge I’m just don’t get the breaks
Either I will be successful or have enough time for my family
Rich people are greedy pigs
He will say no to this ask
She really doesn’t want to meet with me about giving
I don’t really know how to talk about all the options
Declaration I create my life
I can have both a successful career and time for my family
I model and respect rich people
People love to give me money
Our college is worthy of her investment
I promote the value of gifts to our cause with passion and enthusiasm
©The Artful Asker 2013 Marcy Heim
Summary of Important Points
Respect and honor your donors. As you deepen your relationships, be true to shared values and have honorable goals.
Employ metrics to serve the relationship-building process and to help you organize and record the information needed for you to best help your donors accomplish their giving goals. What is measured, grows.
©The Artful Asker 2013 Marcy Heim
Summary of Important Points
Set numerical benchmarks based on your mix of job responsibilities, years in development work, life experiences, tenure at this institution and donor base demographics (travel, age, etc). How far ABOVE these will you aim?
Set benchmarks that challenge you to manage your time well and put in an honest day’s work.
Focus on building the relationships and serving the donor and the money will follow.
©The Artful Asker 2013 Marcy Heim
608-772-6777 [email protected]
www.marcyheim.com
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