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| Dear “Whom Should I Ask,” The
first rule of fundraising is “you have to ask.” Then
you need to focus on the most likely person to say “yes.”
As you write your Annual Resource Development Plan (see last week’s
OTG e-TA,) identify those prospects whom you target for major gifts
and work with your fundraising volunteers to solicit them appropriately.
Make it a goal to develop plans and conduct solicitations with at
least five major gift prospects this year. The following On-the-go
e-TA information is designed to help you avoid common solicitation
errors, put yourself in the path of funders, and start with your
most positive prospect first. The 14 Most Common Errors Made in Soliciting a Major Gift
You can avoid the most common errors and prepare yourself for success
in getting the gift you want by planning and practicing what you
and others on your solicitation team will say and do before the
visit. Logistics planning covers everything from scripting the visit
to giving hidden cues to others on your team. As
the lead spokesperson for your program, you need to meet as many
people as possible, and people need to meet you. Put yourself in
the physical environment of prospects and other professionals who
can help you. Invest the time to expand your supporter network,
single out those networks and information sources you can pursue.
Look for personal and research networks that will tell you about
your prospects’ interests and history. The more you know,
the better you’ll ask…and the more you will receive.
Start With the Best Prospect First Your
best prospects are those who have both the capacity to make a major
gift to your organization and an interest in your organization’s
work. Research into the prospect’s financial information will
reveal an Estimated Giving
Capacity. You can determine Interest
Level based upon connections to your organization.
Both a prospect’s estimated giving capacity and his or her
demonstrated interest level can be coded to determine your best
prospects. You are looking for prospects that have the highest total
of both codes.
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Details from above: Putting Yourself in the Path (cont.)
National
ASK to Sustain Institute, Campaign Consultation, Inc. 1998. We
are interested in hearing about your successful networking strategies
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