Articles & White Papers

10/21/2003
Guidelines for Major Gift Solicitation When Fundraising is Ministry

10/21/2003
Guidelines for Major Gift Solicitation When Fundraising is Ministry

While many of the basic steps of effective solicitation remain the same when fundraising is viewed as ministry, the context is changed in a way that literally removes the anxiety for all parties and transforms a potentially profane experience into something sacred.

All of us know stories of people who have felt abused in a fundraising situation. The donor felt that the solicitor made wild assumptions about their wealth. The donor felt like the whole thing was treated too lightly. The donor felt that there was a crass expectation that they should just give it, because they certainly have it, regardless of personal interest or circumstances. The clearest analogy is abusive sex or even rape.

Fundraising as ministry reverses and redeems all of this by putting the true needs of the donor first in the heart of the solicitor. The solicitor, in essence, becomes a minister or servant priest who opens the door to a potentially sacred experience of giving for the donor. The donor is shown the glory and invited to step through, but never coerced and always affirmed for their personal choice.

Here is how that can happen.

Serving the Donor First

Solicitation When Fundraising is Ministry

A Few Basics
1. People give to people, especially to peers. It is essential to recruit influential volunteers who are willing and capable of the right commitments of financial resources and personal energy.

2. Effective volunteers must first make their own financial commitment at a level that will set an appropriate example for the peers they will solicit.

3. Teams of two volunteers, or a volunteer and the executive director, create the best solicitation dynamic. The mutual support is effective for the volunteers, and the shared energy and enthusiasm are inspirational to the donor. Solo solicitation is potentially more difficult for the volunteer and less comfortable for the prospective donor. Teams of more than two people are generally unnecessary, difficult to manage and potentially overwhelming for the prospective donor.

4. All solicitations should be face-to-face in a private setting that puts the prospective donor at ease – most typically the prospect’s home. Public settings, such as restaurants, are generally not conducive to the confidential nature of an important financial and spiritual request. In no case should solicitation for major or leadership gifts be done over the phone. In the case of a donor who resists a personal visit, affirm their reasons for not wanting the visit and simply reassert that you would really prefer to discuss this with them in person. Few will deny you.

There are, of course, exceptions to each of these general principles. It is wise, however, to discuss the exceptions with an experienced development officer or professional fund raising counsel to be certain the best course is followed.

Before the Visit
Here is where the difference sets in. Traditional fundraising focuses planning on strategies for effective presentation of the case and persuasive techniques to sell the donor on the idea of the gift. Fundraising as ministry prepares the solicitors to lead the donor through a sacred experience that culminates in a decision of free will.

Start with prayer. Don’t pray that God will create some kind of magic that will cause the donor to give. Pray first of all that you will be a true servant of the Kingdom, expressing the work with clarity and presenting God’s redemptive and healing love in the best manner possible for the donor. Ask for the strength to be a confident and compassionate listener, one who hears the true messages and needs in the heart of the donor. Pray, in fact, that you will be open to the blessing God has for you in the communication from the donor.

Then pray for the donor. Affirm that you have complete confidence in God’s direction and will for all involved. Hold the donor up in your mind’s eye to truly see them. Look at them with true compassion and know that they, and you, are in the loving sight of God. Ask that the donor’s needs be met in a special way through the visit.

I encourage you to end this and all prayers with the simple affirmation, “Thy will be done.” This is not, as some may think, a statement of abject resignation. Rather, it is a wonderful affirmation of trust: trust that God’s will is perfect, the very best for all involved; trust that God’s will also includes the genuine best interests of the program you are presenting; trust that God’s will, in fact, will be done, that you have absolutely nothing to fear, regardless of the outcome, regardless of whether or not you fully understand the outcome. God’s perfect will can be done through your open, humble and confident willingness to serve. What more could you hope for?

The Solicitation Visit
At the beginning of the visit, tell the prospect what you intend to do, so that there are no surprises. You are there to present a special opportunity to strengthen an important program. You want to tell the story and present an invitation for the prospect to participate in a way that will help to guarantee success for the project. You want to discuss any questions they may have about the project. You are not looking for an answer today, but will be asking them to take a few days to consider carefully what you have presented. Once you have outlined these steps with the prospect, proceed with the presentation.

The volunteer team should discuss in advance who will play what role in the visit. Who will make the introduction and outline the purpose of the visit? Who will present the program? Who will make the ask?

If you are comfortable doing so, invite all present to join you in prayer. Pray openly for the program. Pray for clarity in your presentation and for your own ability to be a good listener. Pray for the person you are visiting, that this will be a rewarding experience of blessing for them. In essence, pray as you already have to prepare all for this special experience. “Thy will – Thy holy will – be done.”

Present the program. Talk about all aspects – the planning, the new facilities, the improvements. But ultimately, talk about the difference this program will make in the kingdom work and in the lives of those to be served. Focus receptively on your donors as you speak. Notice their reactions. Open the door for their response by asking for their thoughts or questions when you see things stirring for them. This has a twofold purpose. First, it makes certain that they have an accurate understanding of the information. Second, the act of sharing, on the part of the prospect, offers them the opportunity to take personal ownership of this visit and of the program. Let this dynamic work for the good of all. This is all about building a genuine relationship – accomplishing something together that none of us can accomplish on our own.

After the program presentation, present the campaign itself. Start off by saying that this program is not just board, staff and clients. In fact, it is truly the expression of the collective heart of a community of people. That is, without doubt, how it was founded. That is how it has grown. And it is assuredly through the continued collective will of this constituent community that it will advance to new levels of service. You are here to help the prospective donor consider the part they will take in this important shared activity. None of us are completely responsible or need feel the entire burden of this project. But when each of us seeks and follows God’s direction for us in this regard, the right things will happen.

Explain that because of the size of the project, all donors have the option of spreading their commitment over a term of years. Payments can be accepted in lump sums, monthly, quarterly, semi-annually or annually to best suit the situation and wishes of the donor. Gifts can be made in cash, marketable securities or any easily marketable appreciated asset. Many times there are additional tax advantages in contributing appreciated assets, making it possible for a donor to give more than they might originally have anticipated.

Review the gift standards table, showing them the kinds of gifts required for success. Refer to what others have done (the board, other exemplary commitments that have been made and, if helpful, your own commitment). Be certain, of course, never to share specific information about individual commitments unless you have personal permission to do so. And always affirm that commitments are confidential.

Note again that you are going to ask them to consider a particular gift, that you are not looking for an answer today, that you encourage them to give it timely and careful consideration in the context of their situation and their commitment to the program. Affirm that you know, whatever, their decision, they will make the very best decision for their role and their situation.

Pause for a moment to look at your hosts. Invite them to walk with you in the next moments onto holy ground. Pause briefly again and take a comforting breath, the breath of the Spirit.

Then simply state that you hope they will join you in support of this program by considering a commitment of ______ (the amount you intended to request when you went in the door, unless some cue indicates that you should ask for more). Point to the level on the gift table as you speak the number.

OK. Here is the sacred moment. The moment of truth. The moment of light. Epiphany. The moment when your actions can decide whether this is a sacred or a profane experience. Can you guess what you need to do to in this most important of all moments? What prayer must you pray, what words utter, what actions take?

What you imperatively absolutely must do at this moment is absolutely nothing. I will say it again. You absolutely must do absolutely nothing. It is no longer your moment. It is the donor’s moment. And as are all moments of this visit, it is completely and wonderfully the moment of a loving God. Take a glorious deep and relaxing breath. Let it out slowly. Notice and release all of your anxiety. You are on holy ground, in front of the burning bush. Take your shoes off. Be still and know. Be still and know.

Watch, listen. This is where all are blessed. Don’t rob yourself or the donor of this blessed space. Give them all the time they choose to take. There may be silence. If it is a couple, they may immediately turn to one another and begin talking about very private matters. You are privileged to be present. Observe without interference, creating a sense of full comfort and respect. There may be a gasp. There may be a gasp followed by something like “We couldn’t possibly do that!” After all, isn’t that the typical human response when God calls us to something extraordinary? Think about Moses, think about Jeremiah, think about Jesus. You have not made a light or easy request. As a minister, a servant of the kingdom, you have presented a holy challenge. Do not expect it to go down lightly. Do not expect it to be accepted easily. And, by the way, don’t apologize. God didn’t say to Moses, “Oh, I see that this burning bush is making you uncomfortable. Why don’t you just sit tight for a moment while I put it out.” God instead told Moses to take his shoes off. He also assured him that all Moses need offer was faithful service. God would do the rest.

In subtle ways, you can give your donors that kind of assurance. Never get defensive. Never invalidate their feelings. God didn’t argue with Moses. He didn’t say, “Moses, yes you are someone able to speak with confidence.” He simply said, “Be faithful. I’ll take care of the rest. Oh, and take this stick with you.” Practically speaking, here is how to do this. Nod in acknowledgment when objections are raised. Let the prospective donors know you have heard them. Then simply remind them that you want them to take time to make a careful decision. Affirm that you know God will lead them to the right answer, the very best answer for all concerned. Encourage them to look at it from all angles and, most of all, to pray and to seek the right kinds of counsel for a good decision.

Encouragement and trust are the things you want to leave behind.

In some cases, people will say that they have already decided what they intend to give and either head off your request or respond to your number with a figure much lower than the amount you need. Express appreciation for the fact that they have been thinking about this. Reaffirm that a successful campaign will require numerous gifts at the level you have requested, and ask them to take a few days to consider your request prayerfully. Affirm that you are asking first of all for time and consideration. You will respect their ultimate decision fully, whatever it is.

Pledge cards should not be left with the prospect. You will drop the ball and cheapen the solicitation if you do this. You have made a holy request. You need to go back in reverence and respect to receive the answer.

In a few instances, people may be ready to commit on the spot at the level they have been asked. In these cases, pull out the card and complete the commitment together, with appropriate expression of appreciation.

Finally, suggest a time (generally in about a week) to get back together to learn of their answer. They may tell you they need more time. If so, ask them what time frame would meet their needs. Conclude by agreeing on a date.

Thank them with sincerity for their time and consideration. Do not drag things out or let talk drift away into other areas. God didn’t drift into small talk after the burning bush incident. Somehow it just isn’t appropriate.


The Commitment Visit
Keep the follow-up visit brief and to the point. You are not there to ask again. You are there to listen, to hear the decision. Open the conversation by thanking them for taking time now, as they did earlier, for this campaign. Ask them if they have an answer now to your request. TIME TO BE QUIET AGAIN! They will be ready. There will probably be a story about the process they went through. Listen. There may be stories about their experience, or their family’s experience with the organization. Listen. There may be intimate sharing of personal circumstances. Listen. There may be pain expressed that begs for prayer and healing. Offer it. Whatever it is, let them tell you.

Ultimately they will tell you what they have decided. Let them tell you. If they have decided to give nothing, express sincere appreciation for their careful consideration. If they have decided to give less than you asked, express sincere appreciation for their careful consideration and for their commitment. Complete the card. If they have decided to give what you asked, express sincere appreciation for their careful consideration and for their commitment. Complete the card. If they have decided to give more than you asked (this actually happens sometimes), express sincere appreciation for their careful consideration and for their commitment. Complete the card. Celebrate. Share your joy and theirs. If it seems appropriate, bring closure to this experience with a time of prayer. Again, do not profane the experience with small talk.

Complete the whole card! Every detail is important for accurate campaign records and efficient management. Note (for those who commit) that an acknowledgment will be coming in the mail. Say thank you again and be on your way.

Be on your way with thanksgiving. Be on your way with prayer. Be on your way with confidence, no matter what, that God’s will has been done, that you have offered faithful service and that God has provided, in so far as all parties were open, for the best needs of all involved. Eat ice cream. Sing songs. Hey, when you reach the goal, kill the fatted calf.