Transcript Soliciting and Engaging Leadership

Soliciting and Engaging
Leadership
April 14, 2003
© Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.
Remember, doing good is not enough
• There are more than 80,000 charities in Canada
• Each is empowered to raise funds through
donations and philanthropy
• Though Canada is one of the most generous
countries on earth in terms of giving of our time
and money, we are competing for potential donors
and potential leaders
• So how do we find these generous and community
minded people, businesses and organizations?
• The difference between a successful Campaign and
a failed campaign is in following the pre-conditions
for success.
• We must stay focused on leadership gifts first.
The Solicitation Readiness Checklist
• From our earlier sessions, we know that we don’t
solicit until the prospect is fully qualified.
• We do everything in the right order but the donor is
in charge of the timetable.
• “Do you want this process to be perfect or on
time?”
• “A slow yes is far better than a fast no.”
• So before we solicit, we ensure that we remember
the principles and satisfy the checklist.
The Principles
• A stranger asks a stranger for a gift and the
exchange is awkward for both parties and usually
results in few gifts and small gifts.
• A new acquaintance asks a new acquaintance for a
gift which results in a few more gifts but still
smaller than desired and the relationship is
strained.
• A good friend asks a good friend for support and it
is almost always forthcoming and both parties
derive good feelings from the exchange.
So, let’s see if we have made friends…
• There are a number of steps we can demonstrate
we have covered:
 A documented trail of visits and encounters that
moved the prospect through the cultivation
process;
 We shared our information (Case) which
generated visible and expressed interest;
 We found a way for them to become involved in
our agency or campaign and they have given us
the clear signal that they wish to invest.
We know the answers to the key
questions
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Do you like and support our Vision and our
Project?
Is now an appropriate time to ask for your
support?
Do we have your support to present you
with a proposal at the leadership giving
level?
We have set a date to come present our
proposal to you?
The Clearance Process
• Campaigns are highly controlled processes – there
is very little room for or benefit from “freelancing.”
• The Wrap Around Campaign Model reduces the
frequency of the “rogue” volunteer but we still need
to make it perfectly clear that no one conducts a
solicitation without the “green light” from the
Campaign Director. “Cocktail” canvassing can waste
great prospects and leave large gifts behind.
• Once clearance for Solicitation is given (including
the solicitation ask amount) the following steps are
necessary …
Final Strategy Session
• The Campaign Director meets with the appropriate
staff liaison and the prospect canvasser for a final
strategy session.
• We review the entire file of information gathered
from our visits with the prospect in order to
determine the following:
• Solicitation location;
• Time of day;
• Solicitation team;
• Final ask amount and payment strategy;
• Any recognition elements we want to present.
The Solicitation Script
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A written plan on how to conduct the call
Outlines who says what and when
Develops the contingencies – if this, then that
Confirms the role of the non-speaker
Key elements:
• Opening conversation – any topic – allows us to
ensure the atmosphere and tone as projected
by the prospect is right
• Formal beginning – why we are here
• Justification and matching – what you have told
us and confirmation of how we got to today
• Review of the Vision of the projects and benefits
to all concerned and to the prospect.
More on the Script
• Presenting the confirmation of their area of interest
for Vibrant Communities:
• Outlining how their support will have impact –
project and other leaders;
• Welcoming them in other ways in the project;
• Requesting a specific amount of support over a
specific pledge period – stop and listen.
• We clarify who delivers which part of the call.
• We ensure that the non-speaker is looking for body
language cues and or verbal cues that tell us to
keep going or stop and clarify, etc.
Just Before the Meeting
• Quickly review the script.
• Ensure you have all of the materials you wish to
bring (and if you are bringing the case you aren’t
ready to ask!!).
• Remind each other why this is such an important
call – remember the other successful calls you have
been on.
• Be early (not too early but be early) and be
relaxed.
• Dress for respect.
During the Meeting
• Be passionate and sincere but not overwhelming.
• Follow the script unless otherwise instructed or led
by the prospect.
• Be confident and warm and natural.
• After you ask – be quiet – do not step in no matter
how long the pause.
• Listen carefully to what the prospect says in
response – if you have done your job right they will
clarify and qualify how they wish to support you.
• The minimum outcome is to deflect a no – try to
turn it into “not now” – otherwise set a face to face
date to get a firm decision – do not leave the
pledge card.
After the Meeting
• Send an immediate thank you letter and/or card for
spending the time with you.
• Try to reinforce all of the positive elements of the
call and give clarification to any area requiring
more information.
• Remind them of the come back meeting.
• If it was relatively conclusive, confirm the process
of negotiating recognition and the pledge schedule.
• If it was a yes, begin the thank you process – send
a dozen yellow roses that day.
The Challenge of Follow up
• Keep the “trail” warm – ensure they are invited to
events or there is non-solicitation contact while
they are making their decision.
• Consider having credible peers call with
encouragement and rationale as to why they gave.
• If they have given you a call back date try not to
“pester them” before the agreed upon date.
• Come back prepared based on the call – more
details you think they want, clearer sense of
recognition at the gift level they are considering.
• This area requires great sensitivity and care.
The Notes to File
• The results of the call must be detailed
immediately after the call and deposited in the
prospect file.
• All pledge forms must be completed and copied to
file.
• The deliverables of the proposal in terms of
recognition and access are detailed and dropped
into the Stewardship Plan.
And After the Gift…
• We have a tremendous opportunity to deepen
the relationship and engage our donors as
leaders in the project.
• Remember, they have declared themselves as
“investors” in Vibrant Communities.
• In most cases, not all, they will want to have a
hand in ensuring that their donation does
indeed have impact.
Possible Roles
• Using their name and gift
size with other potential
donors
• Identifying prospects
• Soliciting select prospects
• Acting as a reference
• Providing a testimonial
• Joining the Leadership
Roundtable or other
leadership forums
• Attending cultivation events
and possibly being a living
testimonial
• Acting as a project mentor
or advisor
• Hosting events
• Serve on a partner agency
Board or Committee
• Becoming an honorary
patron
Soliciting and Engaging
Leadership
April 14, 2003
© Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.