2015 Mobilizing the Public Learning Conference

WORKINGTOGETHER TO

SOLVEHUNGER

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AccelerateYour Major Gifts ProgramMINDY HAMMER

FREESTORE FOODBANKCINCINNATI, OH

TELLY MCGAHAFREESTORE FOODBANK

CINCINNATI, OH

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The Art of Discovery

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Goals for Today• Understand the importance of discovery• Obtain insights into securing discovery visits• Learn best practices in conducting successful discovery visits• Be prepared for obstacles

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Set Personal Visit and Phone Goals• Ask at least 2 to 3 Specific Strategic Questions• Get at least 1 ‘Yes’ that provides you with a next step• 70/30 Rule• Pick Up on Donor’s Words and Use Strategic Questioning

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Making the Appointment

• Identify • Plan• Use the Three-Step Process• Schedule Visit• Menu of Engagement Opportunities

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Three Step Process• Three-Reason Letter or Call• Follow-up Call• Email

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Sample Wording to Include in Initial Call

Thank you for your support…I am anxious to share news of the impact our organization is having in our region and look forward to sharing with you some of the stories of people who have been touched by our work. We also seek to know more about the lives and accomplishments of those who support our mission, and would like your input on how we can spread the word about what we do as we plan our future. (Or,) I would like your insight/feedback on a few matters. I will not be asking you for any additional donations.

--Additional Samples--

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Sample Wording to Include in Initial Letter

As one of our dedicated supporters, you have helped to…Your insights are valuable in our ongoing efforts to fight hunger and I am interested in meeting with you in person to express our gratitude and hear your thoughts about our plans for the future…share outcomes…get your input/feedback/advice….

--Additional Samples--

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Sample Voicemail Follow-Up Message

I’m just following up on my recent letter. I wanted to let you know I’m going to try to reach you by phone in the next couple of days. If there is a particularly good time to connect, please let me know.

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Best Practices

• 2 to 5 face-to-face visits/week (100/year)• To succeed…Contact 50 to connect with 10

to get 3 visits• Phone and email conversations can be as

successful.

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Discovery

• When and Where to Visit• How Long to Visit• Purpose of Visit

– Uncover donor’s interests/passions, not present yours.

– Determine Next Steps

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During the Visit

• Thank Donor• Set Expectations for Time• Keep It Conversational• Built Rapport

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Areas of Discovery

• Understand Emotional Needs• Understand Financial Issues• Understand Decision-Making Process

To Succeed, Capture• Personal Information• Giving Interests• How Do They Want to Be Involved

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Now…a Scenario

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The Art of DiscoverySample Discovery Questions

Why did you first begin supporting our organization?

When you have so many choices for where to give, what is your reason for choosing the foodbank?

What do we do that is most important to you? What is it about what we’re doing that inspires you to give?

What do you feel are the top priorities for which we should seek support?

Source: insert source here

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The Art of DiscoverySample Discovery Questions

What are your impressions of our agency and its strengths and weaknesses?

Do you receive our publications? What are your impressions of them? What topics would you like to know more about?

How do you like to make philanthropic decisions?

Of gifts you’ve given to charity, which one has given you the most joy? What made it pleasurable? What attracts you to them?

How do other charities demonstrate to you the impact of your giving?Source: insert source here

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The Art of DiscoverySample Discovery Questions

Ask about spouse/children (look for photos to ask questions)

What are you and your family’s charitable priorities right now?

How do you want to make an impact with your philanthropic funds?

What advice would you give us as we plan our future?

If money were no object, what impact would you want to make on the issues you care about in our community?

Source: insert source here

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The Art of DiscoverySample Discovery Questions

How can we get you more connected?

-- Additional Discover Visit Questions --

Source: insert source here

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Now…the Dreaded Roleplaying

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• Donor A: If your donor database is to be believed, this donor is approximately 60 years of age and has the title “Doctor.” The donor has given for 25 years, contributing every year at various levels. Total giving is $25,000; average gift is $1,500. All gifts are unrestricted and appear to be made through direct mail at various times of the year. The donor agrees to meet you at a local coffeehouse. The donor receives your newsletters, but there is nothing indicating that the donor has visited your organization.

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• Donor B: You read in the paper about a 40-year old “future leader” who has been promoted to a VP position at a major corporation in your community. You look the donor up in your database. This 40 year old donor has donated annually the past six years, always in December. The first gift was $500; the second and third gifts were $1,000. The fourth gift was $2,000. The last two gifts have been approximately $5,000 but, unlike the previous gifts of cash, were stock gifts. The shares were from the company where the donor is employed. The donor agrees to meet you after work at your office. The donor receives your newsletters and it looks like there was an action after the first gift in which the donor was invited to tour your facility. The donor declined that visit.

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• Donors C: A donor just gave $12,000. Previously, the donor had been giving approximately $500 to $1,000 each year throughout the year, almost always in response to direct mail solicitations. Gifts are made online, however. The donor receives all mail, including newsletters. When you finally make contact, the donor agrees to meet you at the food bank around lunchtime.

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Sample Wording for Scheduling Follow Up

I was intrigued to hear about your interest in our childhood hunger program and want to share some more details about it. I’ll be in your neighborhood next month and would like to bring you the information. Can we find a time to get together?

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After the Meeting

• Document • Cultivate• Schedule Purposeful Follow Up Visit

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Sample Wording for Scheduling Follow Up

I was intrigued to hear about your interest in our childhood hunger program and want to share some more details about it. I’ll be back in your town next month and would like to bring you the information. Can we find a time to get together?

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Opportunities for EngagementSample Opportunities Examples

Invite donors to participate in mission Visits and tours

Spend time with donors one-on-one Visits and volunteering

Host small group events Family volunteer days, chef’s tables

Ask for feedback on a program they support Correspondence

Create special gatherings Cocktail reception before meetings

Source: insert source here

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Opportunities for EngagementSample Opportunities Examples

Invite to meet board and executives Luncheons and meetings

Create special CEO communications Major donor e-mails

Establish major donor clubs Giving societies

Include a donor feature in newsletters Donor profiles

Ask for another gift Second Helping

Source: insert source here

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Curve Balls

• A gift is made before the visit• Hesitancy• “Just tell me over the phone”• Anger

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Curve Balls

• Spouses• Gatekeepers• Voicemail• No

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Questions to ask donors if say no to a visit – and are willing to answer a few questions….

• What has been motivating you to make donations all these years?

• What inspired you to make this gift?• Of the organizations to which you give, which ones do the best

job in sharing the significance and impact of your gifts? How so?• Have we done a good job in conveying to you the impact of your

gift?• What would increase your level of satisfaction as a donor to our

organization?

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Now…the Q&A

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THANK YOU!

We’d love to hear your feedback on this session!  Please “rate this session” NOW…find this within the session in the MTP Mobile App

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Additional Resources• Rainmaking: The Fundraiser’s Guide to Landing Big Gifts, Roy C.

Jones, CFRE and Andrew Olsen, CFRE

• The Artful Journey: Cultivating and Soliciting the Major Gift, William T. Sturtevant

• Mindy Hammer: mhammer@freestorefoodbank.org• Telly McGaha: tmcgaha@freestorefoodbank.org