Major Gifts, Relationships, and Patience— A Workshop for Academic Leadership

1. Major Gifts, Relationships, and Patience—A Workshop for Academic Leadership Donald R. Gray April 27, 2003

2. The Cycle of Successful Development Identification • - Research can be helpful • - Search for the right fit • - Who Cares? - So What? • Best method #1: Listen and be creative • Best method #2: Study your Annual Fund • -Who are your major potential givers (remember the 90/10 rule)?

3. Choosing Top Potential Major Givers • Use system and other word-of-mouth suggestions to develop comprehensive “suspect” list • Rate each on capacity and on inclination • Construct Grid • Concentrate on prime area of grid Donald R. Gray--April 27, 2003

4. 10 Require long-term work: need to become engaged These constitute your primary “prospect list” 5 Capacity Rating (10 is highest) You have better things to do with your time Great volunteers and lower level gifts 10 0 5 Inclination Rating (10 is highest)

5. The Cycle of Successful Development Attention Initial Contact Interest Desire ID Action Creating the Joyful Giver

6. Creating Joyful Givers (cultivation) • Think relationships • Importance of first phone call/meeting • Follow with attention, interest, desire, action • This is an art, not a science • Be creative, think primary interactions • Remember, average is 9 meaningful contacts before a gift is made Donald R. Gray--April 27, 2003

7. Qualities of a Good Relationship: After an interaction, Do Both Parties……. • feel a greater sense of zest (vitality, energy), a greater sense of worth, more motivated to act, and more connected with each other? If so, this is a good quality interaction. • drained, depressed, anxious, glad it’s over? If so, this is not so good and not much fun. • have the feeling that the other is a net stressreducer (this is good) rather than a stress inducer(this is bad)? Donald R. Gray--April 27, 2003

8. Importance of first phone call/meetings:“The Musts” • Fundamental: They must happen • They must be coordinated • There must be goals (specific, realistic, and giver-focused) • There must be follow up • Results must be recorded • “The devil is in the details” Donald R. Gray--April 27, 2003

9. The “detail devils” of phone calls • Smile: Always • Be prepared • Have objectives, e.g., GET THE MEETING • Have the right person call • Make clear who you are • Relieve anxieties about “donations” Donald R. Gray--April 27, 2003

10. The “detail devils” of meetings • Confirm • Be prepared • Arrive on time and leave on time • How long should the meeting last? • Listen, listen, listen • Have goals (specific, realistic, giver-focused) • What do you take with you? • Be friendly but professional • Always leave business card (or two) • Roll with punches • Leave with next step understood Donald R. Gray--April 27, 2003

11. The “detail devils” of follow up • Send letter • Follow up with promises • Record what happened (if it isn’t on the system it hasn’t occurred) • Plan next best strategy • Allow time for this: very important Donald R. Gray--April 27, 2003

12. Overall goals of Joyful Giver Phase • Get the person involved! • Be creative • Secondary methods: events, mailings, mass marketing, programs (gets attention) • Primary methods: volunteering, one-on-one discussions, special access/special events, board membership, (gets interest, leads to desire to make a gift) • Concentrate on primary methods Donald R. Gray--April 27, 2003

13. Attention Interest Desire Action Bringing an institution to the attention of an audience Matching individual interests to institution offerings Developing an understanding of the appeal of an institution Assisting in the decision process Forms of Communication Mass publicity, news releases, feature stories, public addresses, advertising, radio, television Direct case statements, letters, direct mail, prospect uses, magazines, newspapers, newsletters Small Group One on One Donald R. Gray--April 27, 2003

14. Attention Interest Desire Action Bringing an institution to the attention of an audience Matching individual interests to institution offerings Developing an understanding of the appeal of an institution Assisting in the decision process Forms of Communication 5% 5% Mass publicity, news releases, feature stories, public addresses, advertising, radio, television Direct case statements, letters, direct mail, prospect uses, magazines, newspapers, newsletters Small Group One on One 10% 10% 20% 40% 15% 50% 35% 40% 70% 20% 40% 10% 20% Donald R. Gray--April 27, 2003 10%

15. The Cycle of Successful Development Attention Initial Contact Interest Desire ID Action Creating the Joyful Giver Making the Artful Ask

16. Making the Artful Ask Attitude is Everything

17. bestow honor/praise show organizational pride (knowledge, commitment, passion) be considerate; ask for consideration state specific amount state specific purpose shut up Making an Artful Ask Donald R. Gray--April 27, 2003

18. bestow honor/praise show organizational pride be considerate; ask for consideration state specific amount state specific purpose shut up Joe, we know you have a lot of money. Your career as a successful banker is because of the education you received at the good ol’ U. We need your money because our banking curriculum is in disrepair. We think you should establish a chair in banking. You get a whopping tax deduction, and all of us can use that, can’t we? By the way, how’s your golf game? Is This an Artful Ask?

19. bestow honor/praise show organizational pride be considerate; ask for consideration state specific amount state specific purpose shut up Joe, you are one of the most successful and most highly respected professionals in the field of banking, and you bring honor to the university in so many ways. It would be a distinct privilege for us to have your name and reputation forever imprinted on our outstanding and growing finance department. Would you consider a gift of $1 million, payable over a number of years convenient for you, to establish the Joe Goodfellow Chair in Banking? Is This An Artful Ask? Donald R. Gray--April 27, 2003

20. Adages about Asking (all true) • You almost never get the gift you do not ask for • You (or someone) must ask • You must earn the right to ask • Most common response to question “Why didn’t you make a gift” is “No one asked me” • Three “No’s” is halfway to a “Yes” • Timing might be bad • Project might be wrong project • Amount might have missed the mark • Wrong person might have asked • More engagement is needed Donald R. Gray--April 27, 2003

21. Donald R. Gray--April 27, 2003

22. The Cycle of Successful Development Attention Initial Contact Interest Desire Additional Gift Interest ID maybe Action ShowCreativity yes no,no,no acknowledge Creating the Joyful Giver Making the Artful Ask Invoking the Grateful Recipient

23. Invoking the Grateful Recipient (stewardship) • It is the right thing to do • It is the perfect path to the next, larger gift • Be creative • Be sincere • Make it a priority • Remember the “rose to the widow” and the “drum serenade” • “The giver has a right to enjoy the giving” Donald R. Gray--April 27, 2003

24. The Cycle of Successful Development Attention Initial Contact Interest Desire Additional Gift Interest ID maybe Action ShowCreativity yes no,no,no acknowledge Creating the Joyful Giver Making the Artful Ask Invoking the Grateful Recipient

25. Summary of Important Points • Good development is noble and honorable; let your vocabulary reflect your attitude • Remember the Mystical Mingling of Joyful Giver, Artful Asker, Grateful Recipient • Development is an art, not a science: it cannot be learned; it must be felt • Potential Givers are your friends • Planning is good; Action is better • When done right, development is a joy, not a task Donald R. Gray--April 27, 2003