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STRUCTURE OF AN EFFECTIVE FUNDRAISING CALL Albert D. Melfo
Director of Annual GivingKent State University
Elements of an
Effective Call
The Structure
Process vs Scripting
Importance of Active Listening
Overcoming Concerns
Outline of the Call
Introduction
EngagementCase for Giving
Negotiation
Formal Close
1THE INTRODUCTIONTHE INTRODUCTION
TECHNIQUE
Inflection
Use Pauses
Tone of Voice
INTRODUCTION
WORDING
“Hello, may I speak with Naomi Mishi?
Hello, Ms. Mishi. This is [ Full Name ],
calling for Kent State University.
How are you today?”
(pause)
(pause)
TRANSITION INTO ENGAGEMENT
“Ms. Mishi, I’m calling with a group of students tonight to tell you about some exciting things happening on campus and to talk with you about the Annual Fund.
Do you have a few minutes to talk?”
Permission question:
Introduction
• Identify yourself and your organization
• State the reason for your call
• Initiate a conversation and gain permission to continue
2THE ENGAGEMENT
TECHNIQUE
Gauge interest
Establish dialogue
Ask questions
BUILD RAPPORT
Engagement Step
• Demonstrate your interest
• Engage in conversation about their interests
• Establish your role
Outline of the Call
Introduction
Engagement
Permission Question
CASE FOR GIVING
3
CASE FOR GIVING
TECHNIQUE
Provide a reason to
give
Personalize presentation
Build interest
BUILD A CASE FOR SUPPORT
TRANSITION INTO NEGOTIATION
The Agreement Question:
“Given your connection with the University, Ms. Nishi, may I count on your support today?”
Case for Giving
• Build alum’s interest• Convey sophisticated,
personalized appeal for support
• Secure commitment to idea of support
Outline of the Call
Introduction
Engagement
Case for Giving
4THE NEGOTIATION
TECHNIQUE
Trial Closes
RangesLevels
DETERMINE LEVEL OF SUPPORT
Negotiation• Use ranges• Determine level of support
that is appropriate to individual
• Secure commitment to specific amount
The Call
Introduction
Engagement
Case for Giving
Negotiation
Agreement Question
5
THE FORMAL CLOSE
TECHNIQUE
Clarify billing process
Update demographic information
Confirm gift amount and designation
FORMAL CLOSE
5a
THE WRAP-UP STEP
Wrap-Up Step
• Clerical step – “dot your i’s and cross your t’s”
• Confirm details of gift• Explain acknowledgement
process• Answer any remaining questions• Leave alumni with positive
impression
The Call
Introduction
Engagement
Case for Giving
Negotiation
Formal Close
Acknowledge Clarify Answer Confirm
HANDLING CONCERNS
THE “A/C/A/C” TECHNIQUE
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