This is part three of my “back to basics” series on how to raise major gifts during Covid and beyond. Part two looked at cultivation (step 2 in the fundraising cycle).
Although there aren’t very many silver linings when it comes to COVID, there is one important change for fundraisers in terms of how we ask for gifts. A key result of forced social isolation is a new tool in our fundraising toolbox: virtual asking.
Virtual Solicitation is Both Effective and Efficient
In the past, major gift fundraising was primarily done in-person, face-to-face. For years, I encouraged major gift fundraisers to travel to sit down with donors to ask them for gifts in person, rather than doing so at a distance.
While I believe there will always be an important place for in-person visits, we can now integrate virtual, remote solicitation into our fundraising plans.
What we learned is that virtual solicitation is effective and efficient. Whereas in-person visits were generally limited to one or two per day, virtual visits can take place back-to-back-to-back, enabling even more fundraising to be done.
Fundraisers successfully solicited gifts of all sizes through video chat and even over the phone throughout the pandemic. While it’s unlikely you’ll continue to solicit all gifts virtually, remote fundraising should continue to play an important role in your major gift program moving forward.
4 Basics of Solicitation that Persist Post-COVID
Apart from asking for gifts virtually, the basics of solicitation are largely unchanged. So what exactly remained the same through COVID and will continue in the future?
1. Connect donor’s passions with your ask.
What didn’t change as a result of the pandemic is the importance of ensuring that the donor’s passions are connected with the mission and the project. In other words, to ask for a major gift, it’s critical to ask the right person for the right gift. That means that the prospective donor needs to care deeply about what you will accomplish as a result of their gift.
Whether you’re communicating in person or virtually, it’s critically important to understand the motivation behind the donor’s desire to make a difference. If you ask for a gift that pulls at the heartstrings of your donor, you are likely to get a gift regardless of whether you are sitting in front of them IRL or virtually.
2. Ask for a specific amount.
Another thing that hasn’t changed is the importance of asking for a specific amount. If you don’t ask for a specific amount, it doesn’t matter whether you’re asking in-person or virtually, you’re likely to get a smaller gift. Here are two examples:
Example 1 (no specific ask amount):
We hope you’ll consider supporting our after-school program to help us meet the goal of no latch-key kids in our community.
Example 2 (with a specific ask amount):
We hope you’ll consider supporting our after-school program to help us meet the goal of no latch-key kids in our community with a leadership level gift of $10,000.
3. Pause to allow a thoughtful response.
Whether in-person or virtual, it’s essential to allow the donor a moment (or two) to consider your ask in silence. Do not jump in if they pause for a moment to think about your request. If the silence seems painful (to you), it might be tempting to blurt out something like:
I know that’s a lot of money, how about less?
Wrong move. So instead, once you’ve asked your question, wait for their response.
This might seem even harder to do over video chat and you may worry their screen is frozen. Take a deep breath and count to five. If there’s actually an ill-timed tech glitch, you’re likely to realize it sooner than later. You can always play it cool and say something like, “I think the screen froze, could you repeat that?” or “should I repeat our request?”
4. Agree on a follow-up plan.
Finally, regardless of the asking format, you’ll want to conclude your solicitation with a mutually agreeable follow-up plan. Make sure everyone is on the same page with what needs to happen next.
- Do you need to provide additional information?
- Is a follow-up meeting required?
- Does the donor want something in writing?
- Do you know how and when the gift will be made?
- Is there a recognition plan? (I.e., Do you know how the donor wants to be recognized?)
You may not need to answer all of these questions — I’m simply providing some examples of how you might finish your meeting.
Soliciting Gifts Virtually is Remarkably Effective
What makes virtual asking so remarkable is that it’s not only efficient, but it’s also truly effective.
You no longer need to spend half a day visiting a donor, because no traveling or parking is required. While you still want to incorporate some small talk and chit-chat at the beginning and end of your visit, you can get down to business more quickly over video chat. Not only that, it’s easier to get appointments because of the flexibility Zooming allows for scheduling.
What I found most surprising is just how effective virtual solicitation can be. Throughout the pandemic, nonprofit organizations raised record amounts of money virtually — including 4, 5, 6, and even 7-figure gifts. Of course, some of that generosity may have been COVID-related. Nevertheless, virtual major gift fundraising is here to stay as one of the many tools in our fundraising toolbox.
If you want to see examples of ask language, see my post on asking scripts. They work well whether asking virtually or in-person.
Leave a Comment