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Constructing a Successful Campaign

Constructing a Successful Campaign. The Structure: Key Points The Ask: Developing Your Style & Confidence Sandra Keiser Edwards Associate Director, Crystal Bridges Museum of American Art. Thank you very much

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Constructing a Successful Campaign

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  1. Constructing a Successful Campaign The Structure: Key Points The Ask: Developing Your Style & Confidence Sandra Keiser Edwards Associate Director, Crystal Bridges Museum of American Art Junior League of Arkansas Training Session TWO

  2. Thank you very much The Junior League is an important part of our communities and I appreciate the vital role you play in maintaining a standard of excellence in caring and innovation. Sandy Edwards Junior League of Arkansas Training Session TWO

  3. Your Experience First Memory of Giving • What resource? • Who taught or encouraged you? Junior League of Arkansas Training Session TWO

  4. Structure • First … • Need • Case Statement – why you need funds • Fundraising Plan • Goal – how much you require to be successful • Objectives – what you will support • Team • Volunteers – who will be asking/serving Junior League of Arkansas Training Session TWO

  5. Structure • THEN… • Create a gift chart • Outline specific size contributions – largest to smallest • Identify prospects and consider – according to subjective appraisal of their inclination and capacity – where they may “fit” within your proposed chart Junior League of Arkansas Training Session TWO

  6. What creates a gift? It’s a PROCESS not an ACT • Awareness • Understanding • Caring • Involvement • Sense of commitment • Expression of commitment Junior League of Arkansas Training Session TWO

  7. Own This Philosophy All private gift fundraising is Prospect-centered Junior League of Arkansas Training Session TWO

  8. Identify, Research & Qualify Prospects Key Questions: • Does the prospect have the capacity to make a gift? • What is the relationship to the Junior League? • What are the prospect’s interests and priorities? • What information do we need to build a strategy? • Who is the best volunteer to call on them? Junior League of Arkansas Training Session TWO

  9. Involve the Prospect…Make the First Call Nothing substitutes for a personal meeting How do you get the first meeting? • Use the phone wisely • Consider pre-call letter • Be clear and accurate about purpose of meeting • Lunch, office, home, couples Junior League of Arkansas Training Session TWO

  10. ROLES & IMPRESSIONS • How do you want to be seen by the prospect? • What expectations must you fulfill to be seen this way? • What behaviors will you use to create or support these impressions? Junior League of Arkansas Training Session TWO

  11. CONTENT • What specific information will you attempt to convey? • What information will you attempt to secure? • What “issues” will you attempt to resolve? • What attitudes will you attempt to reinforce? Junior League of Arkansas Training Session TWO

  12. Conversation Ticklers • What is important to you about the League? • What special memories do you have? YOUR IDEAS? Junior League of Arkansas Training Session TWO

  13. The Personal Meeting • Rehearse roles for the meeting if others are involved. Involve others. • Your role is to listen and learn, not sell - yet! • Every meeting ends with a commitment to a Next Step! Junior League of Arkansas Training Session TWO

  14. Develop Relationship,Then Create the Proposal When is the right time to “ask”? Do you understand what the prospect wants? • What objections or concerns have been expressed during the meetings? • Assumptions • Unanswered questions Junior League of Arkansas Training Session TWO

  15. A Tailored Letter Proposal • Put it in writing – brings focus and provides accuracy of intent • Unique – not boilerplate • Articulates the case for support • Links donor with benefits to station and to donor • Explains clearly how the gift will be used and recognized Junior League of Arkansas Training Session TWO

  16. Handling Objections • Clarify -- never argue • Use your team to refine…. • Restate and meet the objection -- “I understand your concerns...” • Emphasize the greater good • Offer to secure additional information • Summarize and move on -- always be gracious and grateful Junior League of Arkansas Training Session TWO

  17. INVESTMENT • …to make a difference • …to reward an organization • …to make something happen • …to enjoy immense satisfaction In addition to their annual commitments Junior League of Arkansas Training Session TWO

  18. Make the Close • What professional help is needed by the donor or by your station: legal, estate, accounting? • What remains to be addressed for the prospect? • Do you know which of your volunteers or staff can bring this discussion to a successful conclusion? Junior League of Arkansas Training Session TWO

  19. Follow Up Key Questions: • What kind of publicity is appropriate and desired by the donor? • What kind of personal attention can be shown to the donor? • How can their ties be strengthened through this effort? • What doors have been opened for further contact and progress toward another gift? Junior League of Arkansas Training Session TWO

  20. Not asking for the gift Not asking for a large enough gift NOT LISTENING Not asking questions Insufficient research Not summarizing Not practicing Asking too soon Speaking after asking Errors in Solicitation Junior League of Arkansas Training Session TWO

  21. Not talking about benefits--yours, theirs Inflexibility Settling on a small gift Not training the team Lack of cultivation Errors in Solicitation Junior League of Arkansas Training Session TWO

  22. Best Practices • Reinforce PERSONAL relationship; donor does not need a new friend, but a contact who knows them well enough to keep donor’s best interest top of mind. • Keep detailed and accurate information on your prospects secured and at your desk not on the call. Junior League of Arkansas Training Session TWO

  23. Best Practices • START – take one, two, three days a month for calls without fail. Move to fit prospect’s time. • Goal Statements, Next Steps • Contact Goals, Financial Goals Junior League of Arkansas Training Session TWO

  24. Best Practices • Have conversant knowledge of planned giving and a friend to consult • Keep your goals manageable and contacts personal • Work with the rest of your team to get everyone involved in major gift work! • Study your philanthropic community and key donors and learn from them Junior League of Arkansas Training Session TWO

  25. Best Practices • Ask permission to take notes • Listen attentively and ask questions – it’s about them, not you! • Find ways to make a future connection • Use printed materials judiciously Junior League of Arkansas Training Session TWO

  26. Group Share Time • Experiences --- good & not-so-good? • Fears • Questions Junior League of Arkansas Training Session TWO

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