The Integrated Ask: Annual, Capital, Legacy, Oh My!

1. The Integrated Ask:Annual, Capital, Legacy, Oh My! Meredith Dragon & Scott KaplanOctober 19, 2010

2. Easy Steps to Making the Integrated Ask • When you ask for a contribution, you are not just raising money, you are giving people the opportunity to fulfill the mitzvah of tzedakah.

3. Some quick tips… Do Your Homework Before an Ask (BE PREPARED) • Gather information on your prospect from a past solicitor, mutual friend, or a Jewish communal professional. • Familiarize yourself with the information and put the history in writing. • Bring informational materials to the conversation (pledge cards, Legacy Letter of Intent, brochures). • Know your organization, mission, vision, values and the needs and services provided. • Determine what you will be asking for (appropriate level).

4. Make the Call • Always ask if this is a good time to speak. If not, find out when is a better time and be sure to follow-up. • Call your prospect to suggest a specific and convenient time and location to meet (have specific dates and times ready before the call). • Tell the donor the purpose of the meeting: “You are a valuable member of the community and I would like the opportunity to have a conversation with you about…”

5. The Conversation: Face to Face Meeting • Engage the donor by asking: • How did you first get involved with the “Jewish community” or “organization XYZ?” • Why and when did you choose to support “organization XYZ?” • Find some commonalities (look for clues if you are in a person’s home or office). • Acknowledge and thank for past support (you should know this before going in).

6. The Conversation: Face to Face Meeting • Ask open-ended questions: • Of all the services or programs offered by “organization XYZ”, which ones are of particular interest to you? • Listen carefully! Your donor’s interests can now be incorporated into the conversation.

7. Making the Case • Describe the vision and plans for your organization. • Highlight the case for making a gift. • Link donor’s values to benefits: “Your contributions and that of others will ensure that benefit will provide value to our community as a whole.”

8. The Ask for Annual, Capital or Special Program • Ask the prospect to consider a gift with a specific amount, either a dollar amount or percentage of increase. “Would you join me in supporting “Organization XYZ” by making a gift of “x” $. • Give the donor time to think and respond.

9. The Close • No matter the outcome, thank the donor • Confirm contact information (including email) and gift amount • Ask for preferred payment method • Answer any final questions and thank the donor again • Record what you have learned and share this information with the appropriate leadership (professional or volunteer)

10. The Transition • If the person says “yes” to the Annual, Capital or Special Program: • Thank you so much for your current support of XYZ. Have you heard about the Create a Jewish Legacy program. • Transition to Legacy Program • If the person says “yes” to the Legacy ask, summarize back what you have heard and transition into a different opportunity: • Thank you very much for your legacy commitment to support the future needs of organization XYZ. Based upon your interests (refer back to earlier conversation), there are some other opportunities to impact and strengthen the organization today which might be of interest. • Would you consider hearing about some of our current opportunities to make a difference?

11. The Transition II • If donor says “no” to annual, capital or special ask • Thank you for your consideration. You have been such a generous donor and I understand this isn't a good time for this gift right now. • Perhaps you would consider leaving a legacy to XYZ since you can do this without impacting your current assets through a bequest? (See CJL slide) • If donor says “no” to legacy • Since you are interested in XYZ, perhaps you would consider supporting this type of initiative through a current gift to…? Wait for response.

12. Create a Jewish Legacy • Have you heard about the Create a Jewish Legacy program here in Western Mass? • If yes, tell me what you have heard. • If no, fill in the details of the program: • 19 organizations across all of Western MA working together to encourage legacy gifts to sustain the Jewish community for generations to come. • Options to make a gift include: • Simple bequest • IRA or pension plan • Life insurance policy • Charitable Gift Annuity

13. Create a Jewish Legacy The New Four Questions: • Have you thought about leaving a legacy to support our Jewish community forever? • Have you already designated one or more Jewish organizations in your will? • Would you consider endowing your Annual Gift to our Jewish community? • Can I have one of our professionals or Scott Kaplan from the Jewish Endowment Foundation contact you to discuss your charitable giving options?

14. Follow-up • Report results promptly to the appropriate office for a timely acknowledgement. • If the donor has requested specific materials, notify the office, so these can be sent. • Write a hand written note of appreciation

15. Now let’s practice (3 scenarios): • A person makes an annual gift of $5,000 (or a significant major gift level for the organization) - a conversation about an annual gift and endowing an annual gift. • A donor who has given generously to a special project, one time ask, program or campaign – but is not an annual donor.  A special ask and a legacy ask • A donor who has made a major capital campaign gift adding the legacy component

16. Thank you and Questions: Meredith Dragon Executive Director, Jewish Federation of Western MA 413-737-4313 mdragon@jewishwesternmass.org Scott Kaplan Director, Jewish Endowment Foundation 413-732-9994 skaplan@jewishwesternmass.org www.jewishwesternmass.org