Eight Principles of Charitable Solicitation

by William J. Moran, J.D., M.S.Ed.

Frankly, not many people actually enjoy soliciting gifts. However, fund raising provides the financial fuel for non-profits and their critical missions. Perhaps another way to put it is “No solicitation, no mission.”

Enough said. Regrettably, there is no specific formula for how to ask for charitable support. However there are tried and true principles. Here are eight of them.

1.  Be prepared—“Knowledge is Gold.”  Knowledge about the potential supporter’s interest in the organization’s mission, prior giving history and other linkages to the organization raises the solicitor’s comfort level in approaching the prospect. The more knowledge one has about the donor’s interests, the greater chance that the approach can be tailored to those interests. Knowing the prospect’s interests in advance, the solicitation then simply becomes a presentation of a well thought out proposal that the prospect should have interest in funding.

2.   Use the Principle of Sequential Solicitation.  The principle of sequential solicitation is a simple but critical secret to success. Always solicit from the top down and from the inside to the outside. Solicit your best and closest prospects first. Then move downward and outward to those who are your next best prospects. Eventually you will reach those who are farthest removed from your organization and prospects for the smallest gifts. Prospects will watch what others do. Make sure that you have your biggest possible gifts up front as a standard for the others to emulate. If you do not, you run the risk of the smaller givers setting the standard for the major gift prospects. This is a recipe for disaster.

3.  Make an appointment.   Adher to the principle of face-to-face solicitation.  For top gifts, there is no substitute for face-to-face contact. The telephone and mail should be a tool only used for getting the appointment.

4.  Solicitors should make their own commitment first.   It is very difficult to ask someone else to do something that you have not done. It is best to send out individuals who have already committed to the size of the gift that you are seeking. This makes for a natural approach that is very effective, “I hope you will join me in making a leadership gift.” If it is not possible to send out individuals who have already given at that level, then try to ensure that the solicitor has committed at a level proportionate to his or her ability to give.

5.   The Importance of “Kick yourself aside and let your cause walk in.”  Make sure that those soliciting have had time together to share their reasons for supporting your organization and the importance of the campaign. They need to understand the case for the campaign. They should hear and have a chance to express the passion and enthusiasm for what the campaign will accomplish. They can then use that understanding and enthusiasm to motivate themselves to solicit, not for themselves, but for the greater good.

6.   Who should go on the appointment.   People give to people they know, trust, and respect. Therefore, at least one of the solicitors should be a peer of the prospect, if possible. It usually is more comfortable for everyone if two individuals participate in the solicitation. One person is able to listen while the other is talking and then join in to complement the discussion. Often, a staff person with the knowledge to answer detailed questions, combined with a volunteer peer of the prospect make a good team. On the other hand, planned gift calls on older prospects often are best made by a single staff person who has the primary relationship with the prospect.

7.    The solicitation itself.  There is no magical formula or special words to use. It is best to be who you are. If you are nervous then be nervous. However, using the words “I hope you will consider…” seems to be effective. It is nearly always best to ask for a specific amount. The ability to listen to the prospect’s reaction is usually as important as how you make the solicitation. Leave a written request with the prospect to review after you are gone or mail one following the appointment.

8.  Follow up.   Most often, the solicitation ends with the prospect’s agreement to “consider” the request. Follow up then becomes important. If there is no follow up, then most likely the gift will never be closed. Keep in front of the prospect by follow up phone calls, notes and providing additional information. Additional meetings may be needed. However, do not make the prospect feel he or she is being forced to make a gift. You are simply looking for a decision as expeditiously as possible.

Bill Moran, The Moran Company, specializes in nonprofit executive searches
for executive directors, fundraising staff and other top nonprofit leadership.
www.morancompany.com

© 2008 The Moran Company
“We find great nonprofit executives”