Proudly Cincinnati Tower of Strength, Rock of Truth Campaign for the University of Cincinnati
SOLICITATION ADVICE
Gifts of every size – from alumni, friends, business, industry, and foundations – are vital to the success of the campaign. Because of the impact a great university such as UC can have, each gift to the campaign is a sound and intelligent investment for the future.
I. Studying Your Prospect
Gifts are conditioned by a donor’s prior and current relationships to the University, present and potential financial capability, and time in life. Thus, as you prepare to solicit the prospect assigned to you, it is useful to consider whether the gift you seek is an initial gift, a step-up gift, or the final or culminating gift. Factors to be considered are enumerated below.
Initial Gift
Irregular giving or no current giving record Affection for the University but uneven record of contacts Ties to the University or to a family or business impacted by the University Demonstrated capacity and willingness to make such gifts to others
Step-up Gift
Established donor with regular gifts to the University Capacity to make a gift beyond present level Demonstrated attachment and interest in UC and its future Regular contacts with other UC graduates Clearly benefited from the UC experience in his or her personal and professional life Demonstrated capacity and willingness to make such gifts to others
Final or Culminating Gift
Established donor who made significant gifts measured against his or her capacity Close to UC and on a familiar basis with UC faculty and staff Knows, and associates regularly with, other UC graduates Because of age, unlikely to be a key volunteer or contributor in the next campaign Unsettled questions about future obligations due to family, health or business relations Demonstrated capacity or willingness to make such gifts to others
Note: Married Alumni Couples
If both members of a prospect couple are UC alumni, encourage each to discuss individual gift-giving interests.
Confidential Information
It is likely you will have access to confidential and sensitive information for each of your assigned prospects. Please store the information in a secure place and make no copies.
II. Making the First Contact
After studying your prospect, you are now ready to take your first real step toward asking for the gift. If you have anticipated various possibilities, worked closely with the development staff, and become comfortable with your own missions as a supporter, getting to the askable moment should be brief.
Setting the Appointment
Face-to-face discussions are the only way to achieve gifts of the size you are seeking.
Set up that first contact by phone. Make your own appointment. Be firm about the need for a face-to-face meeting. It’s unwise to discuss the gift over the phone.
Telephones are for setting up appointments, especially the first contact. The mail is to acknowledge an appointment or to follow up an interview. Your presentation cannot be accomplished successfully by phone or mail alone. Your dedication and enthusiasm are more effective in person.
You might want to send a letter like the following to alert the prospect to your appointment phone call. SAMPLE LETTER TO SET UP CALL
December xx, 2008
John and Mary Doe 123 Fake Street Any City, Any State 45219
Dear John and Mary:
I am writing to let you know about a project I’ve been giving my time to lately – Proudly Cincinnati: Tower of Strength, Rock of Truth – the campaign for the University of Cincinnati.
Of all the projects I have worked with, this one excites me the most. Because we share an interest in UC, I would like to set up a time to get together. I will call you in the next week or so to see what we can schedule.
Sincerely,
Fellow Alum and Friend of UC
When the appointment is set, confirm it in writing.
SAMPLE LETTER TO CONFIRM MEETING
December xx, 2008
John and Mary Doe 123 Fake Street Any City, Any State 45219
Dear John and Mary:
Per our telephone conversation, (I would like you to be my dinner guest at 7 pm, December 17, in my home) or (I would like you to be my guest for lunch on Tuesday at 12:30 at Larry’s) or (we can meet at my club at 746 West Maple Street on Sunday, December 15, at 7pm.)
I look forward to talking about the University and its plans for the future.
See you soon!
Sincerely,
Campaign Volunteer
If you get a flat “No,” don’t argue. Try to find out why. Let your prospect talk a while about the reasons. Naturally, you will have some rejections, but your positive approach can convert many a potential “no” into a “yes.” In every case, thank your prospect for his or her time and willingness to listen. III. Conducting the Meeting
If possible, call in pairs. Two individuals are a powerful lever – whether the second is another committed volunteer, University administrator, faculty, or development staff member. Your own interest and enthusiasm becomes more apparent. You will gain confidence from one another, and your visit will have more impact.
Prospect assignment likely will involve several meetings before completion. Adjust the pace of each meeting to your particular prospect. In the early stages, you may wish to concentrate on engaging the prospect and raising gift sights. Listen carefully to the reactions and concerns. Keep the focus on the prospect’s involvement with UC and the campaign. Talk about the levels of giving necessary for the campaign’s success.
Ask Open-ended Questions, Then Listen. Ask open-ended questions that require the prospect to express opinions or feelings. Then listen carefully to the response for clues to the best way to help the prospect achieve his or her giving goals through a gift to the campaign.
Keep the Door Open. Know when to leave, but don’t limit yourself to one visit with your assigned prospect. The level of the prospect’s investment will be the subject of a second, third, or fourth visit, by which time the prospect will have had time to consult others in his or her family or organization, as well as tax, planning and legal advisors.
IV. Asking for the Gift
As the campaign representative, you must ask for the kinds of gifts that will lead to the success of the campaign. Also, you must believe in the evaluated target gift amount. This target is an “estimate” of what the prospect could give if motivated. It is a measure of potential based on interest in UC and ability to contribute, not a price tag indicating what the prospect should give. It is better to aim for a higher amount, as your prospect can always adjust the range downward, and may be flattered by your expectation.
Ask for the contribution when you feel the time is right – a standard time is the second meeting. Don’t be bashful or assume the prospect will volunteer a commitment. The ask should be for a specific amount, but leave the donor room to maneuver. You might phrase the “ask” as:
“We are asking for a special commitment in addition to your ongoing annual support. You’ve expressed an interest in ______. Would you consider a gift of $______to Proudly Cincinnati? That amount could fund a ______(endowed professorship, scholarship, fellowship, etc.). How you ask is very important. Consider how you would like to be asked for a gift. Gifts often result as much from the way in which they are requested and negotiated as the prospect’s level of interest. Be positive. Making a friend for UC is as important as securing the gift. State the total giving first and then explain the capital/annual giving breakdown. Wait for the prospect’s response after making the “ask.”
V. Negotiating the Gift
This is the most important step. Having made the “ask,” your strategy is to help the prospect find ways of meeting the suggested goal. Prospects may not be thinking of gifts at the level you ask, so you may expect some initial resistance. Don’t back away from the amount you have requested. To encourage their generosity, consider the following:
Discuss how you handled a similar situation, how after thinking about the importance of Proudly Cincinnati, you personally stretched to make a gift of which you are proud. Mention named gift opportunities and tax advantages. Encourage giving options. Have a variety of suggestions should your initial approach not strike a responsive chord. If outright giving options are not possible, explore planned giving methods. (See the Ways to Give chart in Section 3B)
Be Patient and Persistent, don’t rush the decision. A rushed decision rarely yields the maximum gift. Don’t accept a quick first offer unless it meets or exceeds your target amount.
On the other hand, don’t let negotiations drag. At the end of each discussion, set a firm time and place for the next meeting. Keep the process actively moving toward a commitment.
Do not become discouraged if at this point you do not have a final decision on a gift. Continue to follow through using some of the techniques described below. If your gift is finalized, review the procedures for the pledge card and gift acknowledgement.
VI. Follow Up
Write the prospect after each meeting to restate the level of the gift, to emphasize the important points of the discussion and to confirm the date of the next meeting.
Here is a sample letter to confirm discussion and establish new activities: SAMPLE FOLLOW-UP LETTER
December xx, 2008 John and Mary Doe 123 Fake Street Any City, Any State 45219
Dear John and Mary:
It was a genuine pleasure to meet with you last week. I enjoyed reminiscing about our college days and discussing the mission and future of the university.
I think we can agree that Proudly Cincinnati – Tower of Strength, Rock of Truth – the Campaign for the University of Cincinnati, gives us a special opportunity to support ______(whatever specific was discussed: scholarships, fellowships, professorships, etc.). And I look forward to discussing your commitment when we meet on ______.
With our financial commitment, UC will maintain a long and admirable heritage of educational excellence for years to come.
Sincerely,
Campaign Volunteer
VII. Completing the Assignment
When the prospect has made a decision, the pledge card can be completed. Ideally, the pledge card should be completed and signed in your presence and returned to the UC Foundation. It is unwise to leave the pledge card with the prospect, but do so if he or she insists. The Foundation will acknowledge the gift as soon as the pledge card is received.
Acknowledge the Gift. The University has a variety of methods for acknowledging and showing appreciation for gifts, but a personal letter of thanks from you – no matter how the visit concluded – provides a special touch. It builds good will and, in the case of a commitment, strengthens the donor’s positive feelings about UC. Encourage the donor to continue to make UC his or her charitable priority over the next several years.
Here is a sample:
SAMPLE THANK YOU
December xx, 2008
John and Mary Doe 123 Fake Street Any City, Any State 45219
Dear John and Mary: I want to express my personal thanks for your generous commitment to Proudly Cincinnati – Tower of Strength, Rock of Truth – the Campaign for the University of Cincinnati.
A gift to UC enriches all of our communities and partakes in a tradition of private support that began with Charles McMicken, whose personal gift founded the University.
Your gift will help UC maintain its high standards and prepare for the challenges of tomorrow.
Sincerely,
Fellow Alum and Friend of UC