Five Steps in a Solicitation Visit

Step 1: Small Talk

• Build rapport.  Talk topics of interest to the prospect.  The most successful solicitors are those who take a little time at the beginning of the visit to get to know the potential donor.
• Foster a positive attitude: “Did you know ...” is a great way to get into pluses about your organization.

Step 2: Purpose of the Meeting

• Although the prospect should be aware that you are there to talk about the Annual Giving Fund, restate the purpose of your meeting.  Thank the prospect for the opportunity to meet with them and let them know you want to share (the Organizations) plans and objectives of the Capital Campaign.
• Indicate that you have a proposal that you will be presenting and leaving with them for their consideration, “Bob, we’re here today to talk with you about (the Organizations) Capital Campaign.  We’ve brought a proposal with us to leave with you for your review and consideration…”  – (DO NOT HAND THEM THE PROPOSAL UNTIL YOU MAKE THE ASK – see step 4)

Step 3: Tell the story: The Case for Support

• Talk about (the Organizations) mission.  Know what sets (the Organizations) apart from others like it in the community.
• Have a clear idea why fund-raising is important to the future of (the Organizations).  Never focus on needs.  Focus on enhancement.  Focus on opportunities.  (the Organizations) is doing an excellent job; if we could just go this one step further ...”
• Explain in vivid terms how the Capital Campaign projects will make significant differences to (the Organization), as well as the benefits and impact.
• Be an attentive listener.  Use the 80 / 20 rule:  listen 80 percent of the time and speak 20 percent of the time.

Step 4: The Ask

There are three types of potential donors you will talk to:  1) those that say no right away, 2) those that commit, and 3) those that need a little more time to consider.  The ones that need time to consider are the majority and can easily be part of those that pledge.  Assist them in making a pledge by informing them of how their contributions to the Capital Campaign will be used.

• Ask for a specific amount.  (The “biggest mistake” made in fund-raising today is not asking for a specific dollar amount.)  There is one sentence that you must remember to use:  “Will you consider helping (Organizations Name) with a pledge of $$ over a three-year period?”
• It is easy to think you’ve made yourself clear when you have not.  Ask directly for a pledge and be positive about it.
• When asking for a specific amount, use such phrases as: stretch, opportunity, moderate, within your budget, within your means, good for your situation
• Avoid using words like: money, donation
• Instead, use words like: support, pledge, gift, investment
• Wait for their response.  Don’t take the ask back before they’ve had an opportunity to consider it.  A moment of silence is not negative.

Step 5: Follow-up

• After you have received a response, take the appropriate next step:

1. If they commit to the proposal ask amount, ask “Would you be willing to sign a pledge card today?”  Hand the prospect the proposal and begin filling out the pledge card; ask about the payment schedule and fill the information out.  Ask them to sign and date the pledge card.
2. If they need time to consider the proposal ask amount, then establish a follow-up date.  Hand the prospect the proposal and point out some of the information they might like to review in the meantime.
3. If they respond negatively to the proposal ask amount, allow the prospect time to ask questions and state concerns to get a feel for a more appropriate ask amount.  Hand the prospect the proposal and point out some of the information they might like to consider.  See the following section on “overcoming” objections.  Establish a follow-up date.
4. If during either case 2 (need time to consider) or 3 (negative response to ask amount), the prospect indicates an amount they could commit to and you feel good about, ask “Would you be willing to sign a pledge card today for $$$?”  Then, follow through as appropriate to their response.

• Use the “Thank You” note and envelope to send to the prospect immediately following the solicitation visit.  Thank them for the opportunity to present the proposal on behalf of (Organizations Name).  Acknowledge their commitment or the established follow-up date.
• Complete the Contact Report, noting the date of solicitation, the solicitation team, key points of discussion, the commitment amount, or the follow-up date with the next step to be taken.  Turn the Contact Report in to (Organizations Name) office immediately.
• Completed Pledge Cards and any gifts received should be turned in to (Organizations Name)  office immediately for documentation, so that appropriate acknowledgment letters can be generated the next working day.