The Art of the Ask

1. The Art of the Ask New Jersey Education Foundation Partnership Karin L. Cox Senior Executive Vice President and Chief Creative Officer September 29, 2015 WEBINAR

2. If you ask, they will give . . . right? • Not so fast . . . • You can ask and get something, but do those you serve need more? • Do your prospects know enough to care? • Why them, in particular? • What if they cared A LOT? • How can you change their lives?

3. Conquering the Fear of Asking • YOU don’t have to ask • Practice, practice, practice • Prepare the prospect • Be genuine • Have a conversation • It’s not about you

4. Ask Yourself First Why is fundraising important to my organization? Why am I involved in the life of my organization? Why would anyone make a charitable gift to this organization?

5. Philosophies to Remember • No one wants to give money away • Communication is the essence of appreciation • Capacity + Interest = Charitable Gift • Ask for a specific amount to maximize giving • “I am providing you an opportunity to make a difference”

6. Why People Give They are asked Spiritual need or love of humankind Personal gratitude Perpetuation of ideals, values and goals Pride in personal achievement Ways of giving are explained Join in to assure goals are met Tax considerations

7. Fundraising Myths • We have to be well-known • We have to have a big budget • Everyone is tapped out • There is too much competition • We need more movers and shakers to get started • You can’t go to the well too many times • You can’t raise money if people think you’re successful • No one is giving

8. Fundraising Strategy

9. Ways to Make a Gift • Cash - checks, cash, etc • Securities - stocks, bonds, mutual funds, etc • Personal property - coins, guns, books, art collections • Real property - houses, office buildings, etc • Royalty rights & patents / books, oil, inventions, etc • Trusts & annuities/CRT, CGA, etc. • Wills - a stated bequest • Insurance - cash balance • Pledge periods and gift-giving combinations help maximize gifts

10. Developing the Solicitation Plan • Many Dynamics: • Answer prospect’s questions • Timeline • Family involvement • Honor life’s work • Respect/reflect values • Showcase talents and experience • Financial security • Right person

11. Solicitation Plan Elements • How much should you ask for? • How many people should go? • Who should go? • Should the spouse be included? Should children be included? • Where should the gift be solicited? • Should the ask be in writing or simply verbal? • Should you ask for a specific amount? • Did you answer all their questions? • What questions to you have?

12. What can Board members do? Make their own stretch gift Be part of the solicitation strategy team Make the initial call Go on the call when appropriate and to show support Actually make the ask

13. Solicitation Checklist • Best team identified • Personal commitment to the organization and campaign made • Solicitation appointment made • Organization and case for support reviewed and understood • Staff and volunteers involved know the previous questions asked by this prospect • Right materials prepared for this ask • Rehearsed

14. The Solicitation Meeting Outline of a Script Open the meeting Know the questions Proposal prepared Ask Stop talking

15. Asking for the Gift “Joe, we are here today to ask your consideration of a gift of $20,000 per year for five years for a total gift of $100,000 to serve the youth in your community. With your help, this campaign will succeed and because of the work we are doing together, current and future generations will have better lives.”

16. Key Word We are asking you to consider a gift . . .

17. Responding to Maybe “Great! That is exactly what we needed from you. We are so pleased you will consider this.” Responding to “That’s a lot of money” Joe, we are not here today for an answer. We are here today to ask your consideration of a gift and to answer your questions about the project. We need your help.”

18. Responding to No “Joe, we are not here today for an answer to our request. We are here to ask for your consideration and to answer any questions you might have.” “We need your assistance if we are going to make difference in the lives of the youth in our community. “If you will do us the favor of considering this, we will know we have done what we needed to do to serve those who need us.”

19. Responding to: Why did you ever think I could make a gift like that? “Joe, we weren’t certain what to ask you for. We do know that if we don’t have gifts in this range, we will not be able to get to our campaign goal to ensure the foundation can expand and continue to serve youth in our community who need our help.”

20. Follow up • Do what you say you are going to do • Follow up on the solicitation no sooner than three days and no later than seven days • Most solicitations fail because the organization does not follow up with the donor • It is not the donor’s responsibility to get back in touch with you • It is your responsibility to follow up with the donor

21. Be You • Be honest • Be genuine • Be humble • Be attentive • Be committed • Be courageous

22. Questions? Comments? Discussion? Karin Cox Senior Executive Vice President and Chief Creative Officer kcox@hartsookcompanies.com