The most important activity on every cultivation plan for soliciting major gifts from prospective donors is a personal meeting or visit.
You will want to meet with all major gifts prospects, regardless of whether you already have a good relationship with them (board members and other volunteers), as well as those you need to meet for the first time.
Don’t rely on other types of cultivation activities, such as tours of the organization, and fundraising or programmatic events, to build relationships with your donors. Good relationships can’t be built in a group setting.
Pick Up the Phone to Schedule a Pre-Ask Meeting
Sometimes picking up the phone to schedule a meeting with prospective donors can be the scariest part. Many development directors prefer to send a “pre-call” letter, especially if you don’t know the prospective donors, to introduce yourself and let them know that you will call to schedule an appointment.
These days, you can also send an email “letter of introduction.”
However, whether or not you send a letter first, you still need to pick up the phone to schedule an appointment. It’s important to speak with the potential donor.
Fielding Objections to a Pre-Ask Meeting
Be prepared for reasons not to meet from both people you know and those you don’t. Here are some common ones (and feel free to share others, and your response to them in the comments):
- I’m too busy and I don’t have time to meet. Let’s meet by phone.
- What’s the purpose of this meeting? Can you send me something in the mail?
Your goal is to get a face-to-face meeting. You’re unlikely to get a major gift if you can’t even secure a meeting in person. How many responses can you come up with to rebut these rejections?
It actually may be more difficult to get a meeting with a board member than a complete stranger. They may think they see you all the time, when in reality, you have not ever seen them in a non-group setting. Do you know how they feel about your organization? What about serving on your board? Do you know why they got involved in the first place, and why they stay involved?
Have they ever been asked, in person, for a major gift? If you can’t practice on your board members, it will be much harder to ask people who are less involved.
Why Meet Face-to-Face With Donors?
There’s an expression in fundraising: If you ask for money, you get advice, and if you ask for advice, you get money.
The purpose of your meeting is multipronged:
- To get one step closer to a major gift.
- To build a relationship between the prospect and your organization.
- To learn more about the prospective donor, their resources, and how philanthropic they are.
- To update the prospect on your program and talk about the gaps in service and need.
- To personally thank the prospect for their history of giving/involvement with the organization.
The primary goal of this meeting is to be one significant step closer to asking for a major gift, and it is your responsibility to move the conversation in that direction.
Ask open-ended questions about how the prospect would be interested in seeing your organization grow. How might they like to get involved? Would they be open to supporting the organization in more significant ways?
Where Should You Meet Prospective Donors?
The best place for these one-on-one meetings is at the prospect’s home or office. It doesn’t need to be in a restaurant for a meal or even at your office. Hold the meeting where it will be most convenient for the prospect.
Who Should Attend Your Pre-Ask Meeting?
Ideally, this meeting should be with a board member and a staff member (the ED or DOD). Executive Directors should go to meet with BIG major gifts prospects, and other staff members can meet with lower level prospects. Board members should go whenever possible, especially if they have an existing relationship with the prospect.
What Should You Bring to Your Pre-Ask Meeting?
You don’t need to bring anything. Sending follow-up materials is a great excuse to stay in contact. Keep the conversation “light” by not having paperwork. If you are more comfortable bringing facts and figures, bring them, but don’t pull them out unless specifically asked.
Attend your meeting knowing what you need the money for and be prepared to discuss it. Do you have a case for support? Are you able to discuss why you need funding?
Do not leave your pre-ask meeting without a follow-up plan.
The follow-up plan MUST get you one step closer to asking for a major gift. If you feel the meeting went well and you’re ready to ask for a major gift, you might say something like:
“I’m so glad we had the opportunity to meet today.
I value your thoughts about our organization and will consider them carefully (if you asked for advice).
I’d like to send you some additional information (if appropriate) as we discussed. And, I’d like to schedule another time (in about a month) to come back and talk with you about how you can support the organization in a more significant way. Would you be open to that type of conversation?”
Action Item of the Week — 2 hours or less
Scheduled in-person appointments with all 20 of your prospective donors.
Prepare for your calls by having responses on-hand in case the prospect is hesitant to meet. You’ll also identify who will attend the meetings (board and/or staff members).
Leave a comment below to share any objections you’ve heard from prospective donors for meeting face-to-face (either in the past or in response to this action item). I read each and every comment — I’m happy to help you come with a rebuttal for any objection.
This post is part of Amy’s Major Gifts Challenge. Read the entire series to learn how to solicit major gifts by spending just a few hours each month.
Dear Amy – I appreciate your recommendation regarding “What you should bring” to the meeting. I see the advantage of sending information following a meeting – rather than handing off a packet to the donor. Thanks!
Thanks, Jill. Glad it was helpful.
What are some good responses to the two common objections people give? (I’m busy and what do you want?) Thank you!
Great questions, Rachel.
A response to, “i’m busy”. I like to say something like: I promise not to take up much of your time, actually I’d love to just take 15 minutes at your convenience, and I’ll meet you at your home or office. Can you suggest a time that works for you? (Then, you need to stick to your 15 minute promise. If the meeting is going well, at about 12 minutes, say something like – I know you said you didn’t have much time, and I want to be respectful of your schedule. Should I ask you a final question, or do we have a bit more time?
A response to “what do you want” – I want to thank you in person for being such a generous donor in the past, give you an update as to how your donations as used, as well as ask your advice about the organization. Ask questions like – why did you get involved with our organization in the first place and what motivates you to continue to give/stay involved. Also – how do you think our organiztion is doing with regard to following our mission? How are we perceived in the community. What do you wish we did better/more of?
Hope that helps!
I suppose the biggest challenge you set out was finding 20 people! We are such a small org that I feel the big guys in town have already made their pitch and have a better shot at moving ahead than we would.
Question is, how to identify the donors outside of those who already donate? We have mailing lists but those are generated by the clients we serve and those are middle and low income. I read through giving notices in the newspaper and collect names from sponsors of other programs. But again, it feels like I am not finding the right doors to knock on or in this case the numbers to call to set up the first meeting.
Eularee,
If I’m understanding you correctly, you’re saying that you won’t approach the “big guys” in town because they’re already committed to other charities? Well… big guys almost always support more than one charity, so why not yours? Don’t assume because they give to others that they won’t give to you. Find out which board member knows the individuals you’d most like to approach and ask them to schedule introductory meetings.
Also, your current donors are always your best prospective big donors. Don’t look outside your lists, until you have done an exhaustive search of your current donors.
Finally, when looking for new names, ask staff and board members for contacts.
This information is so helpful – thank you!
What do you recommend saying in a pre call letter.
Do you tell them you will be calling to ask for an appointment or do you simple tell them you will be calling
to talk with them?
Thanks
Tim –
I always think honesty is the best policy… remember you are calling to establish a relationship built on trust. Let them know that you’d like to meet with them and you’ll be calling to set that up.
Tim –
Always tell the truth, and don’t be coy with your donors. The pre-call letter should let them know that you want to meet – and that you will call to schedule an appointment. Assuming you are trying to meet for the first time, let them know you would like to get to know them better, and ask their advice.
Hope that helps.
One of the objections I frequently get is: I have been supporting you for years, no need to take up time to meet. That would be a waste of your time.
The other one is: So and so or I am sick ( usually a long time recovery like broken hip)
Any thoughts for responses to these common objections?
Finally, you were mentioning to have both a Board member and a staff member go to the meeting, Should you always have two people even for the first meeting?
Thanks Amy!
Hi Sharre,
Great questions. It doesn’t necessarily need to be 2 people, but a conversation often goes better when there’s 3 people involved, instead of just 2 – 1 to do more listening, and 1 to ask questions – and fill in any gaps in conversation. As for the objections:
1. No need to take up time – My response is: It is actually really important to the organization that we meet, because I have some questions that only you, as a loyal donor, can answer. We can keep the meeting brief – to 20 or 25 minutes – but it’s not at all a waste of time to have the chance to ask questions of our loyal donors.
2. I’m sorry to hear you’re sick – I would love to chance to come visit and hopefully bring some cheer while you’re recovering. Is there anything else I can do for you?
Let me know if these work.
Amy
I already have a meeting scheduled, but not a location. How far in advance of the meeting should I call to arrange a meeting place and have it simultaneously serve as a confirmation of our appointment?
Thank you!
Are you in touch by email or phone? If email, I think 2 days prior to your meeting should be enough to coordinate a meeting spot. If you’re playing phone tag, you might want 3 days. Offer to meet the person at their home or office – or wherever is most convenient for them.
Thank you!
Thank you for this quick brief. I am preparing to meet with my first potential donor, but need to approach it from the “asking for advise” angle first. You’ve really helped me gather my thoughts and plan for this meeting.
Great! Let us know how it goes. Good luck!
Do you have sample text that could be used for a board member to make the connection with a potential donor via email or over the phone?
Hi Amy,
First, great post. Brief yet packed with helpful content. My question is, do you think a pre-approach letter is always necessary? While every donor is case-by-case it seems like sometimes we can just pick up the phone and start the relationship, where it makes sense. Let me know your thoughts! Thank you!
Laurel
Very helpful indeed. The Executive Director and I are meeting a prospective donor on Monday, and these insights will certainly be put into use.
Thank you.