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Capital Campaigns: Everything You Need to Know

by Linda Lysakowski, ACFRE

Making the Ask
Part Twelve

The structure is in place for the capital campaign, the case has been written, the volunteers have been recruited and the donor prospects have been identified. All that remains now, is to make the “ask.”

Who makes the "ask," when, how and for how much?

It has been said that the key to a successful gift is having the right person ask the right person, at the right time, in the right way, for the right amount and for the right reason.

First, let’s talk about the right person. Finding the right person to make the "ask" is critical. This is why the prospects are identified and rated in screening sessions with the campaign cabinet and other volunteers.

The key to a major gift lies in three ingredients:

• Linkage
• Ability
• Interest

During the screening and rating sessions, it will be essential to find the best “asker.” While several people within the divisions might know the prospective donor, the division must identify the person with the strong link to the prospect.

The ability of the prospect to give must also be considered in order to make sure the “ask amount” is right. Research into past donor giving history, including the prospect’s history of giving to other organizations and an estimate of the prospect’s assets, will help determine the ask amount. Staff can do some of this research formally; however, a lot of information can be gathered during the screening and rating sessions.

The interest of the prospect should also be considered, particularly when the individual is a major donor prospect. Is there a named gift opportunity that fits this prospect’s interest? Timing is also important and during the screening process it should be determined whether the prospect is ready to be solicited or if more cultivation is needed before making the “ask.”

The volunteers who will be directly involved in soliciting donors will need to be trained in how best to make the “ask.” Staff, volunteers or a consultant can do training.

In most cases, it is wise to bring in a consultant to train volunteers. The consultant should be skilled at helping volunteers develop an approach that uses their own unique style to present the case. Role-playing is often used during this training and the trainer must be skilled in facilitating this role-playing.

Some of the key points to be covered with volunteers during the training sessions are:

• Solicitors must make their own gift first.
• Knowing the case and being able to talk passionately about it is critical.
• Team solicitations are generally the best approach for major gifts.
• The team needs to rehearse their approach beforehand, including determining who will make the “ask.”
• Getting the appointment is sometimes the hardest part of the call, so the person who has the best contact with the prospect should schedule the appointment.
• When scheduling an appointment with a couple, make sure both are available for the meeting.
• After a brief period of small talk, the solicitation team should present the case, using the campaign materials that have been developed, speaking with enthusiasm about the organization and its needs, and telling the prospect about how this project meets their interest.
• The solicitors must be prepared to demonstrate their own commitment to the campaign.
• When it is determined that the time is right, one of the solicitors will make the ‘ask.’
• Always ask for a specific amount, the amount that has been determined in advance of the call.
• The way the “ask” is phrased is important—use words like investment, joining us in this vision, rather than asking for a donation.
• Once the “ask” is made, the solicitors should remain silent and wait for the prospect to react.
• The solicitors should be prepared to answer any questions they prospect has, or be willing to get the answers to those questions.
• If the donor says no, the solicitors should probe for the reasons. Is it “no, not that amount,” “no, not now,” or “no, not for that project.”
• Solicitors should not leave a pledge card or letter of intent with for the prospect to return by mail, since this usually results in a lower gift or no gift at all. Rather, they should make an appointment to make a second visit to the prospect to collect a signed pledge form.
• Follow up is vital to success. A thank you note should be sent, along with any additional information the prospect has asked for.

Volunteers calling on businesses should be given as much information about the business’ relationship with the organization, if there is one. Business people also will be less likely to have an extended conversation about the organization, but will be interested in basic facts about the benefit to the community of this project.

In some cases, volunteers will also be used to make a follow up presentations to foundations to which the organization has submitted a formal proposal. If calls are made to foundations, the volunteers should be aware of the foundation’s areas of interest and guidelines for making grants. Strategy sessions in preparation for foundation calls are as important as they are for individual calls.

Some campaigns will also include a phone-a-thon to selected prospects such as alumni. Volunteers for telephone fundraising also need training in how to best make the “ask” over the phone. Training should be provided the day of the phone-a-thon and should include all volunteers who will be on the phones.

Key elements of making the “ask” by phone are:

• A pre-call letter should always be sent.
• Letters should be signed by a volunteer rather than a staff person.
• Prospects for phon-a-thons should be people who have a relationship with the organization.
• A script should be prepared; however, volunteers should be trained to speak from the heart in a natural tone, rather than reading the script word for word.
• Callers should confirm that the prospect has received the pre-call letter and ask if they have any questions.
• As with major donor fundraising, the caller should always ask for a specific amount and not be too ready to accept a lower amount, but should offer the donor various options such as multi-year pledges, matching gifts, group gifts, etc.
• Always thank the prospect, whether a gift is made or not.
• Be sure to send a follow up letter to those who have pledged, those who are considering a pledge, and those who said no, not right now, but may consider gift in the future.