Solicitation

Listen to NPR’s on-air fundraising. Don’t turn it off! Listen and learn.

“What you give, whatever is right for you is right for us.”

That’s an amazing statement. A true donor-centered statement. It should be a true statement for your organization, too.

Of course, you can still identify how much you think it would be appropriate to ask me for – especially if you’re doing face-to-face solicitation. Yes, indeed. That’s a must. And you shouldn’t apologize for asking me for a gift of XX, whatever that magic amount is. You ask and then you be quiet. Silent. Let me reflect and respond.

But I hope you’re sending me the message that whatever I decide – whatever is right for me – is right for you, too. That’s the key message. You ask me to give…in the solicitation letter, on the radio, face-to-face, over the telephone. In particular situations, you ask me to consider a specific amount. And you thank me when I give. And you tell me that whatever is right for me is right for you. I sure hope you believe that.

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Just like you, I volunteer. And right now, I’m setting up some face-to-face solicitation appointments for me to join a staff person on some calls to donors that I know. So what do I get in my email the other day? Background on the prospects to help me prepare.

Wow. That’s my reaction to the info from this development officer. Not just gift history. More. Things like:

— Meeting objectives (e.g., best possible outcome and least acceptable outcome)

— Suggested talking points (ways to open the conversation and put everyone at east plus some probing questions and ideas; and some ideas about how to react to the donor’s questions and reactions)

— An update about the organization (helps me feel comfortable and more fluent to be in the loop on recent events)

— Possible request – and not just money but how the donor’s gift would be used

Great stuff. So what do you give volunteers (and other staff) when they go out to solicit?

Check out www.rickschwartztalk.com. Subscribe to Rick’s e-blasts. And definitely read today’s “(Open) the envelope, please! Why letters from your nonprofit go unopened & into the trash, and several ways to change that.”

Rick created an archive of direct mail envelopes. “What a gift to all of us,” says Tom Ahern, donor communications expert.

See actual envelope examples right in Rick’s e-blast. Read Rick‘s commentary and critique. See examples of fear and exclusivity. (Do you remember the 7 top emotional triggers identified by the direct marketing industry? Anger, fear, greed, guilt, flattery, exclusivity, and salvation. Do you remember the neuroscience and psychological research that proves — yes, proves — that all human decisions are triggered by emotions? Read about Drs. Damasio and Bechara and their research in Tom Ahern’s various books.)

Subscribe to Rick‘s e-blasts. Read this envelope e-blast. Thanks, Rick!

I listen to National Public Radio lots when I drive. Right now, my area stations are doing their on-air pledge drives right now.

And NPR does fundraising well!

The recent on-air pledge drives are about the best I’ve ever heard. The radio pledge patter hit me hard enough that I want to share it with you!

Here are the key points that resonated so much with me: belonging; membership is contributing; the perfect gift; and the importance of donors.

First, it’s all about belonging.

NPR plays broadcast journalist voices and then says: “If you recognize this voice, you belong.” I do recognize the voices. I do belong.

NPR plays the theme music for various shows and then says: “If you recognize this music, you belong.” I do recognize the music even though I don’t remember which show. I don’t care which show, I still belong!

Over and over and over…they remind me that I belong. That I’m an important, essential, critical person. They remind me that my gift makes a difference. They remind me that I make a difference. Me.

I belong. I’m part of the tribe. I’m part of the gang. Giving is about belonging.

Next, all gifts matter because all donors matter.

Yes, all donors matter, and so do their gifts.

One of the pledge drive presenters said “Whatever amount works for you is perfect for us. Any membership contribution makes you a member. You belong.”

How good is that? NPR talks about $1 / week or $1 / day or $12 / month. Lots of different ways of giving. They explain to me what different gifts can accomplish.

Then they confirm my importance, my value as a donor with the statement “whatever amount works for you is perfect for us.” Empowering me to give. Saying that I’ll have impact. Respecting me, not my money.

Giving isn’t a financial transaction. Donor’s aren’t interchangable sources of cash. I’m important; me the donor. How often do you tell a donor: “What amount works for you is perfect for us”?

Membership is a contribution. Using the term “members” and “membership” can be good – cause it’s about belonging.

But be careful, selling membership benefits may well leave me out. I don’t care about the membership benefits. I want to sustain the cause.

Members and donors should be the same thing. Membership benefits don’t matter to lots and lots of people. And if you’re “selling membership benefits,” and I’m buying “contributing to make a difference,” then I’m not buying what you’re selling. You’ve lost me. I may not give because I don’t see myself as a “member buying benefits.”

NPR avoids that trap by using the phrase “your membership contribution.” And it’s great that any membership contribution makes me a member. There is no minimum.

A final thought: It isn’t always about the big stuff, it’s about the little stuff.

A pledge presenter was talking about what he cared about. He wasn’t talking about one of the big shows like “All Things Considered” or “Prarie Home Companion.” Instead, he was talking about little moments that he likes.

He said how it’s great when NPR journalist Robert Segal talks about big news items. And how it’s also cool when Segal talks about psychotherapy for dogs. (What did I hear? Robert Segal is great no matter what he’s talking about. And NPR talks about big important things and curious interesting things and that’s why NPR is so special.)

Then the pledge presenter said how much he liked it when NPR reads the names of donors, like Jennifer and Ted Stanley. And if you listen to NPR, you always hear the names “Jennifer and Ted Stanley” in almost every donor list. I recognize the names “Jennifer and Ted Stanley.”

But the best is yet to come! The pledge presenter said “Who are Jennifer and Ted Stanley and why do they love NPR so much?!” And his voice was loud and excited. And I found myself chanting the same thing. And I’m still doing it today: “Who are Jennifer and Ted Stanley and wow are they ever cool to keep giving to NPR and why do they love NPR so much?”

And you know what? I want Jennifer and Ted Stanley to come on the air and tell me why they love NPR so much. I want to know the donor story of Jennifer and Ted.

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Do you solicit charitable gifts – personally – as part of your annual fundraising for programs, services, operations?

If not, start now! If you already do personal, face-to-face solicitation every year, then expand it.

When I left my job as chief development officer for Trinity Repertory Company in January 1988, a major component of our annual fundraising effort was face-to-face, personal solicitation. We solicited 500 individual and corporate prospects by using 75 volunteers to help with the work.

Face-to-face personal solicitation should be the foundation of your annual fundraising program. We all know that this is the least expensive, most productive way to raise charitable gifts.

With key volunteers, I would analyze our donor and prospect database and segment the market. Which donors and prospects would we solicit via mail? Which ones would we solicit face-to-face?

This annual fundraising campaign required approximately 3 months of work. I used a team set-up to recruit volunteer solicitors. I used the annual report (which I wrote) and a case statement (about our annual programs and services) as resource materials for solicitors.

The campaign began with a kick-off, mini training, and selection of prospects. Solicitors signed personalized letters requesting a meeting. And off they went, the theatre’s wonderful solicitors. They contacted their prospects personally. Often they had meetings. Sometimes they solicited over the telephone.

The solicitors secured pledges and reported those pledges to the office. The office sent thank-you letters and reminder notices for pledge payment.

And we repeated this process every year that I worked there. Over and over.

Do it. Do it now!

For a detailed description and materials to use with your solicitors, visit the Free Download Library on my website.

Also look at the books written by Laura Fredricks: Developing Major Gifts and The Ask.