Open Doors from Your Donors that Lead to Gifts: How is Your Fundraising Going?

This is the third in my series of posts on statements to listen for from your donors that open the door to a planned giving conversation. Here is the third of fundraiser Sister Lesa Megaffin’s open door statements or questions -- “How is your fundraising going?”

As I mentioned in my last two posts, Sister Lesa is a fundraiser for a private Catholic womens’ prepatory school in Southern California. When a former student, parent or grandparent of a student asks her, “How is your fundraising going?” this immediately signals to her that the person is a prospect open to a conversation on giving to La Reina high school.

If someone asks you, “How is your fundraising going?” one option is to tell them exactly how it is going. Whether your organization’s annual giving is up or down this year, it is important to make a case for why someone should give anytime they ask about your fundraising efforts. If cash gifts are down, you might let this donor know, but use this as an opportunity to present planned giving alternatives such as stock gifts or bequests.

If you are doing well this year, it still is essential that you know how to express your organization’s needs. I’ve heard the fundraising “spiel” from the top fundraiser of a University with one of the largest endowments in the country. She is so good at fundraising, she can convince you that even this institution needs additional funds to support its work.

It is important to make planned giving opportunities concrete and always present the benefits of giving. For example, if a donor asks, “How is your fundraising going?” you could say, “We really need more help.” Then, follow-up with actual ways the donor might help by exchanging a low-performing CD for a higher paying charitable gift annuity or making a gift of their appreciated stock this year to avoid capital gains tax.

The recent Philanthropy 400 study released by the Chronicle of Philanthropy reported that these charities anticipate a 4.7% increase in 2011. While cash giving has been flat, the successful charities are effectively marketing and receiving gifts of stock and other assets.

There has never been a better opportunity to ask for planned gifts. So, when you hear a statement or question from your donor that opens a door, don’t miss the opportunity to walk through. You will likely to find a receptive donor, who is willing to give you more then you expect. For more information on innovative ways to reach your donors and close more planned gifts, call Crescendo at 1-800-858-9154 and ask to speak to a marketing specialist.