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The Art of Cultivation

This seminar covers the decision-making process, cultivation strategies, and the anatomy of the ask for planned giving. It emphasizes making a compelling case, meaningful interactions, and donor-centered approaches. Participants will learn how to effectively communicate the benefits of legacy giving and overcome objections. Stewardship and follow-up will also be discussed.

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The Art of Cultivation

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  1. The Art of Cultivation How to Encourage the Prospect to Make the Commitment

  2. What we will cover • The Decision-Making Process – Making the Case for a Legacy • The Cultivation Process - Meaningful Interactions • The Solicitation Process - Anatomy of the Ask

  3. One Absolute The Donor holds all the cards We can only provide the opportunity to create a meaningful legacy It’s personal - It’s about their needs, interests and values

  4. The 80-20 Rule Spend 80% of the time - making the case - marketing - cultivating Spend 20% of the time - asking - closing - saying thank you

  5. Decision-Making • Grab their Attention – make the case • Cultivate their Interest – strategies • As the stakes of the decision increases it takes more time • Increasingly Emotional – Legacy

  6. Making the Case • Thought – Provoking • Outcomes in Human Terms • Semantics do matter • Multiple and Repetitive

  7. Making the Case • Move their hearts, the head will follow • Data can support the case, not make it • Tell the story – Message Wheel What is your Case for making a planned giving to your organization?

  8. Articulating the Case(handout) Core message 4 supporting messages 4 talking points Discussion

  9. Tell the story • Capture attention with an unexpected challenge or question • Create emotional experience by narrating the struggle to overcome the challenge or answer the question • Make a compelling call to action

  10. Practice Turn to a neighbor and practice telling the story (the case) After a few minutes, change places Discuss

  11. Cultivation Process • Must be face-to-face • Plan your interactions (handout) • Make your interactions meaningful • Patience

  12. Cultivation Process • Remember – It’s Donor-centered • Ask Questions • Keep the relationship moving

  13. Questions • Open-ended – How, what, why? • Discovery – new information • Attitude – “How do you feel about…” • Confirmation - restate • Commitment – “Your gift will… (thank you)

  14. Active Listening • Listening is a Learned Skill • Silence is Golden • Reduce distractions, stop thinking

  15. Anatomy of the Ask After multiple contacts After building a strong relationship After listening to the donor’s needs then It’s time to Ask

  16. Anatomy of the Ask I – Preliminaries II – Opening/Intro III – Presentation IV – Negotiation V – Confirmation/Close

  17. Anatomy of the Ask I – Preliminaries – Building rapport with the prospect II – Opening/Intro – setting the stage “We’re here today to ask you to consider…”

  18. Anatomy of the Ask III – Presentation From this point forward should take no more than 15 minutes - articulate the case - talk about benefits not features (2 or 3) - present the opportunity - move from general to specific

  19. Anatomy of the Ask III – Presentation Opportunity - “We have established a legacy society to provide a way to recognize those special individuals who have made a planned gift.” From general to specific - “There are various ways to make a planned gift. The most popular is by making a bequest.”

  20. IV – Negotiate the Ask “We thought you would like to consider…” PAUSE! “How do you feel about creating a legacy?” or “Are there things you would like to ask?”

  21. Overcome Objections • NASA – Nurture, Ask, Seek Solutions, Agreement • Feel, Felt, Found “I feel you are concerned about…” “I’ve felt that way before.” “I’ve found that if…”

  22. Anatomy of the Ask V. Close Restate the agreement – “I understand you will be creating your legacy by…” “The gift you have made will….” – talk about what it will accomplish. Thank and Follow-up

  23. A Word about Stewardship Three Parts of Stewardship – need all three • Acknowledge • Inform • Recognize

  24. Jim Gumpert , Senior Director Major & Planned Gifts Boys & Girls Clubs of America jgumpert@bgca.org Questions?

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