No visitor seriously bent on a successful prospect call ever goes unprepared. Here is our Solicitor’s Check-list for Success, a few of the most crucial dos and don’ts to bear in mind as you knock on that next door, behind which your next new major donor may be waiting:
1. Know the facts
Familiarize yourself with the charity, its case statement, annual reports, promotional materials, and be fully knowledgeable about all information contained in your planned giving brochures.
2. Believe in the Case. Be enthusiastic. Show conviction
The visitor must believe in the mandate, mission and the programs of the charity, and be able to speak authoritatively on its behalf. Be aware of the opportunities to help, and be able to convince others of the need for support.
3. Solicit where you have the best prospects for success
The most successful calls are made to those prospects who have similar backgrounds, professional and/or social status to the visitor. Doctors visiting doctors, lawyers visiting lawyers, retired persons visiting other seniors, greatly improve the chances of success. Those with similar interests or backgrounds will more easily relate to the prospect, and will immediately put the prospect at ease.
4. Know the prospect
Knowledge about past support, the area(s) of support, interests, etc will be very helpful in gaining rapport with the prospect. The visitor is not expected to know everything about the prospect, but enough basic research should have been carried out that they are familiar with those aspects which are obvious or easily available with a simple inquiry. For example, be aware whether they were a past member of your board, and whether they volunteer – or donate – on a regular basis. If you miss the obvious connections to your institution, you’re off to a poor start.
5. Plan the approach
Knowing which area(s) the prospect already supports, and their current level of demonstrated interest in your organization allows the visitor to plan the call appropriately. Focus on the prospect’s key interests, and move the discussion beyond that to the areas in need of support and the amount of commitment you are seeking.
6. Rehearse the presentation
It is always best to make your mistakes ‘off-stage’. Role play with a friend or associate and ask them to point out your weak spots. Review with them potential questions that might arise during the actual visit. Team visits are often very successful in major gift solicitation; however, because of the highly personal nature of a planned giving call, exercise great care to protect the confidentiality of the information you have – or gain during the meeting – concerning the prospect. Many people will only discuss their financial affairs and their estate plans after trust has been established. When there are two solicitors it may appear to be more of a ‘public’ meeting, and this could be a road-block in the way of an otherwise successful call.
7. Use planned giving material effectively
Ensure that you are adequately equipped with general promotion materials about your charity, and brochures on the various planned gift options. It is likely that the prospect will remember only a portion of your presentation, and after your visit will want to read through the materials to gain a better understanding and comfort level.
8. Schedule appointments carefully
- Make your appointments on the phone. Some charities try to make appointments by letter, and have found that this is not an effective way to schedule personal visits. Letters are not sufficiently personal at this level of giving, and often lack the direct impact of a telephone call. Letters also provide the prospect with an opportunity and the time to find a reason to say “No”, a situation you want to avoid. Whenever possible, do not have your secretary schedule your appointments. This translates into lost opportunities to build client relationships and keep it personal. Remember, you are doing much more than merely setting an appointment. You are trying to establish client interests and then help them realize their philanthropic objectives while advancing the mission of your organization. It’s vital to be as personal as possible. After all, the real planned giving process happens between people!
- No pressure tactics. It is a mistake to try to pressure the prospect into accepting a face-to-face visit. Nor should the visit be dictated by your schedule. Rather, it should be at a time and place preferred by the prospect. Not all visits will take place in the prospect’s home. Some will occur in their office, while others will prefer to meet at some neutral location, such as a restaurant.
- Never make a planned gift ‘Ask’ on the telephone. The level of commitment, and the personal nature of a planned gift will require that a face-to-face solicitation be arranged. During the telephone call, you can promise to send more planned giving material, or to send a financial illustration, but always attempt to schedule an appointment.
9. Know how much you want before you ask
Never make a planned gift ‘Ask’ until you know the appropriate vehicle and the approximate amount of the commitment you are seeking. Obviously, this calls for a great deal of research and preparation, cultivation, and possibly several visits to the prospect. It pays to be patient, keep your powder dry, and get it right the first time you ask.
Based on an excerpt from “Planned Giving: Making It Happen, Volume II: Marketing your Planned Giving Program”, by Sherry Kushner and Dr. Ed Pearce, published by Strategic Ink Communications Ltd. For more information or to order a copy, call 416-696-8816 or fax 416-696-5075.
