Generally, the first step in asking prospects to make a donation is to send them a letter. This is true no matter the type of campaign or potential size of gift. In the small-gifts division of an annual campaign the letter may be the only step, although I would recommend having it followed up by a telephone call, if at all possible. Even in door-to-door solicitations, a letter should be sent first announcing the date of, reason for, and, in most cases, the suggested amount of the request. In the case of larger gifts, the letter announces that a solicitor will be calling for an appointment. We refer to this kind of letter as the proposal letter because it proposes that the prospect become a donor to an organization.
Proposal letters are usually signed either by the solicitor or by the campaign chair. In the case of the latter, the status and power of the chair are lent to what is essentially a request of the prospect to meet with a solicitor. If signed by the chair, you can also be sure the letters all went out by a specific time. This also forces solicitors to act by the time the letter says they will be calling for an appointment. However, not every solicitor will be able to make the initial calls in the same time frame. One or more solicitors may be out of town when the letter hits. Consequently, there is less likelihood of being in error as to when solicitors will be calling if the timing of proposal letters is left in the hands of the solicitors.
Proposal letters signed by the solicitors can be personalized to reflect the fact that solicitors and prospects have shared experiences or even know one another. It is best to make the determination of who signs and sends the proposal letters on a solicitor-by-solicitor and prospect-by-prospect basis.
This much is certain. If the letter indicates the day that someone will be knocking on the door, someone must be there on that day. If it says the prospect will be telephoned on Tuesday, the 25th, to be asked for a gift, that call must be made on the 25th. If it says the solicitor will be calling for an appointment next week, the call has to be made next week. When asking people for money, it is vitally important to do what you say you are going to do at the time you say you are going to do it.
In capital or endowment campaigns or when seeking larger gifts in annual campaigns, the proposal letter should be followed up with a phone call requesting an appointment. If prospects raise the question, “Is this meeting going to be about money?” solicitors should respond with a light touch, couching the request for an appointment in personal terms:
Don’t worry, you won’t need to bring your checkbook. I really would like to meet you, and I would consider it a distinct favor if you would give me the opportunity to share with you some of what is happening at the XYZ Institute.
Never let the phone call degenerate into a request for a donation. Just as big-ticket items are seldom sold over the phone, large donations are rarely made without a face-to-face meeting.
Once an appointment has been obtained, solicitors need to show up on time, ready, willing, and able to present the case for support. Just prior to a meeting, they should review with care the donor’s profile and the support materials in their solicitation kit. As a solicitor of funds for your organization, you must be ready to properly answer questions your prospect will most likely ask, such as:
- Is your organization at its best at this time?
- Will your organization perform the way you say it will?
- Will your organization remain at its best in the future?
- How will I be “paid back” with my investment in your organization?
Next week, we'll cover 'Meeting with the Donor"
Learn how FundRaise can help your campaigns succeed
Sign up for an online guided tour here