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How to Write a Solicitation Letter for Donations

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How to Write a Fundraising Appeal Letter That Brings in the Money

110 Tips to Raise More Money from Your Solicitation Letter for Donations

How to write an solicitation letter that will open our donors’ hearts and prompt them to make generous gifts?

So many nonprofits struggle with this challenge. And unfortunately, many efforts to write appeal letters end up falling flat with donors.

Why are solicitation letters so important?

Fundraising solicitation letters are the backbone of your annual fundraising campaigns that your nonprofit absolutely relies on.

Many annual giving programs include direct mail integrated with social media and digital appeals to create a true campaign. These tips focus mostly on the direct mail solicitation package, but they also apply directly to digital appeals as well.

Your Annual Donors

Your annual donors are very special people – they’re the foundation of a sustainable fundraising program. These donors produce a revenue stream that your organization can rely on year after year.

Large gifts are coming in too. Believe it or not, we are seeing more and more four, five, and even six-figure gifts coming in thru regular direct mail and digital fundraising campaigns.

Smaller donors are so important!

Direct mail and digital campaigns typically focus on smaller gifts. These campaigns can also trigger monthly pledges and even (surprise!) estate gifts.

Since these are some of the most important communications vehicles your organization will ever have, let’s nail your next appeal campaign.

Caveat: These are basic tips that form the very basis of good solicitation campaigns. Try using this tip sheet as a checklist for your next appeal campaign.

Raise all the money you need by following these very basic, best practice tips:

THE BIG PICTURE – Top 10 Tips

  1. Use the same fundraising solicitation message and call to action in your mail solicitations, on your website, and in your email appeals –this reinforces your message over and over.
  2. Focus more on your donor and what they may want to accomplish. Focus less on your own organization’s accomplishments and needs.
  3. The appeal letter or message can have only one objective: a clear ask for support. It is not a newsletter, an end-of-year report, an update, or mixed in with other communications.
  4. Your top priority is always to renew your past donors. They are your customer base – your “money in the bank.” Don’t let them slip away. 
  5. Be sure to communicate with your donors frequently between solicitations so they are up to date-and feel connected to your organization. How well you stay in touch with your donors will determine whether they give again.
  6. Maintain control. Don’t let a committee approve or edit your letter. If you let well-meaning but unknowledgeable people help write your appeal, they will ruin it. Too many cooks really do spoil the stew.
  7. Update your website and make your donation page easy to use. Many donors who receive a snail mail letter will go to your website to make their gift. Be ready to welcome them there with an easy-to-follow online donation process.
  8. Create an entire campaign. Use phone, postcards, letters, emails, and social media to build a series of appeals. Don’t rely on only one letter to do the work for you.
  9. Create a budget and look at it as an investment. Know that, if well executed, your direct mail/digital program should yield a 400% return. That is, if you invest $20k in these communications to your donors, you should receive $80k back.
  10. Never, ever neglect your paper snail mail fundraising appeal letters. People are experiencing deluges of email and very little snail mail. That means that paper letters stand out far more than a digital appeal in a crowded mailbox. Paper letters get your donors’ attention.

How to Write a Solicitation Letter: Draw Your Donors in at the Beginning

  1. Very important: use the word “you” immediately in the first sentence or two of your appeal.
  2. Your goal in the letter’s first part is to get your reader’s attention.
  3. Consider starting with a story to draw your readers in.
  4. Make your first two sentences so compelling that your donor will want to keep reading. (You can easily lose them in the very beginning.)
  5. Consider a short, sad story that transforms into a happy one. The sad emotion is what will pull on your donors’ heartstrings.
  1. Be sure to thank donors for their past support early in the letter. It reminds them of their partnership with you.
  2. Pretend you are writing to your grandmother. The most generous group of donors are the older ladies. A recent study found that for every $100 men gave, women gave $258.
  1. Don’t use a lot of photography and fancy layout in your letter or accompanying materials. Too much design makes it much less personal.
  2. If you use any pictures, be sure they are of people, not buildings. It’s what happens inside the buildings that counts.

How to Write an Solicitation Letter: Make Your Tone Personal and Informal

  1. Always (of course) send out personalized letters. (Dear Mr. Smith, rather than Dear Friend). Make sure your letter is really addressed to the reader.
  2. Write to only one person and not a group of people. Emphasize your one-on-one connection with the reader. Don’t use “you” in the plural sense.
  3. Use contractions – it’s less formal. Formal does not work!
  4. Make your letter as personal and conversational in tone as you can. Make it sound like you sat down and wrote it to a friend. 
  5. Repeat the word “you” frequently: it’s the most important word in your letter.
  6. Use the word “I” in the letter to make it more personal and friendly. It does wonders in changing your tone from “institutional” to “personal.”
  7. Always make your appeal letter about the donor – not about your organization. Help your donors imagine what they can achieve with their gifts.

Write a Fundraising Solicitation Letter and Create a Dynamite Case for Giving

  1. Talk about opportunities – it’s never about your needs. “We have the opportunity to . . .”
  2. Make your message emotional. Donors give out of emotion, then justify it with logic.
  1. Use stories in your copy but only one story. One story is more powerful than three stories. (~Tom Ahern)
  2. Make your story SHORT but powerful. It can even be a one-sentence story such as, “Monday morning, little Jenny woke up, hungry again.”
  3. Flatter your donor: Tom Ahern says that you should ask (and flatter your donor) and you thank (and flatter) and report (and flatter.) Neuromarketing studies say that flattery WILL make your donor love you more.
  4. Can you share measurable results of what you have achieved with other donors’ gifts? Give it a try. (~Penelope Burk)
  5. DON’T use the words “programs” or “services” any more than you have to. They are boring and too generic.
  6. Repeat the need and its urgency – several times in the letter. That’s your case for support!
  7. Use statistics to build credibility and make the cause more concrete.

How to Write a Solicitation Letter That Your Donors Will Actually Read

Assume your reader will . . .

“pick up the four-page letter, look at their name in the salutation, flip over to the P.S., then shuffle the letter around in their hands, maybe start reading here, maybe start reading someplace else, jump around a bit, and then, after this ragged scanning, MAYBE start reading at the beginning.” (~Happy donors blog)

  1. Make your letter easy to skim and still deliver its message.
  2. Break up your fundraising letter copy in every way possible. Use headings. Use bullets. Vary the indentation. Use boldface type. Use ellipses . . .
  3. What will your reader really see? Artwork: 80%; photos: 75%; headlines: 56%; captions: 29%; and very little text! (~Tom Ahern)
  4. Have plenty of white space on the letter, which makes it easy to read. Wide margins will help.
  5. VERBS matter: Use snappy action verbs that convey action.
  6. Use the present tense. Never use the passive voice when you can use the active voice. (~George Orwell). I.e.: “People are being helped.”
  7. Use short, concise sentences and paragraphs. Vary the length of your sentences and paragraphs for interest.
  8. Write choppy, jumpy, repetitive copy. (see the reader’s profile above) (~Jeff Brooks)
  9. Very short paragraphs: No more than three sentences per paragraph.
  10. Very short sentences: No more than 6 to 8 words in each sentence.
  11. Write on the 5th-grade level for easy reading. (like these tips.)
  12. Use a type large enough to read easily. 12 point type is the minimum size for fundraising material. The average age of a donor in a “house file” is 67. The average age requiring reading glasses is 43 yrs old.
  13. Eliminate every possible word – including adjectives and descriptive phrases – in your copy. “If it is possible to cut a word out, cut it out.” (~George Orwell)
  14. Write your letter. Then remove the first paragraph and see if it isn’t stronger. You don’t need a long preamble. (~Tom Ahern)
  15. Longer letters with more pages are more successful than one-page letters. The letter needs to be as long as it takes. Don’t make it too short. (~Harvey McKinnon)

How to Create a Killer Ask in Your Solicitation Letter or Email Appeal

  1. Make the ask an “invitation” to give.
  2. Tell your donor explicitly.
  • Why this organization? Why this program?  Why NOW?  Why me?

     If your letter doesn’t lay this out, go back to the drawing board.

  1. Your call to action is the most important part of your letter. Make it clear to donors what you want them to do. And repeat it!
  2. Give the donor something worth doing that is easy to do. “Restore sight for $25.” (~Tom Ahern)
  3. Use the MPI formula to ask: Please consider a gift of $ MONEY for a specific PROJECT that will create a specific IMPACT.
  4. Ask several times in the letter. It’s ok! Especially if it is a long letter – you can ask 4 or 5 times.
  5. Explicitly tell your donor exactly what THEY can accomplish with their gift. And tell them HOW you will spend the money – what project, what purpose. (~Penelope Burk)
  6. Make your ask as specific as possible. Donors will give more if they feel their gift is going to something specific. 
  7. Use a matching or challenge gift opportunity and tell your donors it will make their gifts go further. Play up the concept of “leveraging your donor’s gift.”
  8. Always ask for a specific amount or “the largest contribution you can make.”
  9. Place your ask in the first part of a paragraph. Don’t bury your ask at the end of a sentence or paragraph – it will get missed.
  10. Don’t ask for a “gift”. Ask instead for an investment, a contribution, for help, or to supply something special. (Mal Warwick) Also ask the donor to “become a supporter” – this plays on the concept of “donor identity.”
  11. Create a sense of urgency by asking for an immediate contribution or asking for help with an urgent or critical situation.
  12. Use please such as “Please send your gift today” or “Please consider a leadership contribution of xxx.”
  13. Give the donor a deadline for responding and a reason for the deadline.
  14. Give the donor the option not to give. Recent studies have found this increases donor response. Say:
  • Please don’t feel obligated…
  • Whether you give is entirely your choice…
  • Any amount you want to give will help…
  • You are free to say no — I will understand…

Tips to Upgrade Your Annual Donors

  1. Focus on more frequent gift opportunities each year as a way to upgrade your donors to higher giving levels.
  2. Establish a monthly giving program. People who give monthly will give much, much more.
  3. Use gift clubs to encourage higher-level donations. Ask donors to move up to the next level.
  4. When you ask for an upgraded gift: talk about an increased or enhanced partnership with the donor.

Tips to Raise More From your Top Donors

  1. Be sure to send your Top Donors special, custom-tailored personal letters and digital appeals.
  2. Have board and staff members write or visit top donors personally with an individualized appeal.
  3. Thank them in the opening sentence for their continuing and steadfast support. Emphasize their partnership with your cause.
  4. Be sure these donors get many warm, personal touches during the year!
  5. Come right out and ask these donors to make a “leadership gift.”

Create a Full-Scale Campaign and Schedule your Mailings

  1. Set up a calendar of digital and mail communications and plan ahead. Echo the same theme and ask throughout all the communications.
  1. Segment your mailing list and mail personalized appeals to specially targeted groups. (i.e., past donors, volunteers, people who have attended your auction, corporate sponsors, board members, and past board members.)
  2. Mail to donors more often than nondonors. 
  3. Track your LYBUNTS (people who gave “Last Year but Unfortunately Not This”) and send them repeated, cheerful and enthusiastic appeals to be sure they renew. Once a donor has given for two straight years, they are likely to remain a donor for the long run. 
  1. Develop a series of appeals to SYBUNTS. (People who gave “Some Year But Unfortunately Not This Year”). “We’ve missed you!”
  2. The letters you send to your LYBUNTS and SYBUNTS should remind them of their past support and remind them how much they have helped create your success. (“We love you, we miss you, we want you back!”)

Followup Makes A Huge Difference

  1. Send a follow-up letter a few weeks after your appeal: “We didn’t hear from you, and we hope you will remain a supporter.
  2. Studies show that follow-up letters are the most important factor in securing the donor’s gift. (Mal Warwick)
  3. Follow-up letters need to be short and play on urgency and emotions.
  4. Write your follow-up letter at the same time you write the first letter.
  5. Organize the board members to make phone calls to follow up appeals to donors.  You can’t lose by following up with a personal call.

How to Welcome New Donors

  1. Your brand-new donors are the least likely group to renew next year. Only 23% of new donors will typically renew. (~Bloomerang data). Go all out to welcome them!
  2. So, create a dynamite welcome packet for new donors. This will help them renew when the time comes to ask again.
  3. Craft an ENTIRE special thank you and communication program for first-time donors. Celebrate the beginning of this partnership!
  4. Invite new donors to get involved. Move quickly to develop the relationship to keep them on your bandwagon.
  5. Go all out to welcome online donors just like your mail donors. New online donors are even less likely to renew their gifts than paper donors. Don’t let them fall thru the cracks.

Sharpen Up Your Website

  1. Include your website address in the snail mail appeal. Even when they give with a check in the mail, donors will probably check out your website.
  2. Use different landing pages and URLs to track donors’ responses to individual appeals and campaigns. It’s easy, and it’s important.
  3. From a donor’s perspective, the most important page on your website is “your gift at work.”

Direct Mail: Create a Mailing Packet That Brings Results

  1. Size matters. Try larger sizes to get your reader’s attention. Or smaller sizes.
  2. Everything in your mailing should be easy to read and understand.
  3. Your direct mail packet should include four pieces:
  • The solicitation letter
  • A reply/pledge card
  • A return envelope for the reply card
  • The outside envelope.
  1. Your outside envelope needs to grab your reader’s attention. Put something attention-getting or startling on the outside. NOT a self-serving tagline, though.
  1. Try bright colors. Target Marketing says, “Using standard #10 white envelopes will guarantee a low response rate unless you are giving away money.”
  2. Always include a return envelope. It is critically important to make sure it is easy for people to give.
  3. Be sure your mailing label is attractive and not full of computerized numbers. A “mass market” look to your mailing label can immediately put your letter in the trash.
  4. The reply slip needs to stand out in the package.
  5. Put a headline on the reply card, such as “Yes! I want to help!”
  6. Don’t give your donor more than four choices to consider. More than that will drive your donor away.
  7. Use checkboxes on your reply slip rather than fill in the blanks.
  8. But limit the amount of information you request. The more boxes on the reply card, the more confusing it is to your donor. If you confuse your donor, she will likely abandon your donation card.
  9. Make sure there is room for handwriting on the reply card. Don’t make your donor cramp to write on your card.
  10. Make the reply card paper easy to write on. And remember to have a large font so your donor doesn’t have to reach for her reading glasses!
  11. Circle the amount you are requesting from the donor on the reply card.
  12. Don’t forget to ask for recurring monthly donations!

Now use this list as a checklist – review your mailing program against it and highlight the tips you need to implement.

GOOD LUCK, and may you raise tons of money!

 

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Top Capital Campaign Trends for 2023

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Top Capital Campaign Trends (1)

Capital campaigns are everywhere these days. Despite a murky economic outlook, nonprofits large and small are moving forward with big fundraising goals and high dollar campaigns.

We’re seeing some interesting new capital campaign trends among our clients, based on learnings and practices developed during the recent pandemic.  As we’ve found with many of our clients, a few strategic efforts can help your capital campaign  be a booming success.

Most high-net-worth donors have done well over the past few years, and many of them may be ready to move forward and discuss how they can help – even in an uncertain economy. Here’s how you can take advantage of these current capital campaign trends to reach your campaign goal:

1. More Transparent Messaging

We are seeing a strong trend toward more specific, much more transparent communications with major donors. Organizations that share their status openly and honestly with their donors are receiving more support.

All along, donors have shared that they dislike formal, lofty language from the organizations they support. All the acronyms and nonprofit speak puts them off and dampens their enthusiasm.

During the recent pandemic, we found nonprofits talking about their work very differently. Our clients were frank with their supporters. They were sharing exactly what is going on financially and what they really needed. As a result, donors responded generously.

Transparent Messaging Yields a $1 Million Gift!

Here’s a terrific example: our Major Gift Intensive client, Historic Columbus. was very worried about their dramatic drop in contributions during the pandemic.

We suggested to Executive Director Elizabeth Walden, that she select 20 major donors for a special monthly “Insider” communication. And she implemented our advice quickly. Moving forward, she sent out a friendly, informal update on how the organization was faring during the shutdown.

One important point: She was upfront about the organization’s dire financial situation, but her tone was brave and businesslike.

A few months later, out of the blue, one of these donors suddenly gifted $40,000. The donor explained that he appreciated her frequent communications and the transparency she showed in being perfectly open about the organization’s financial status.

And, a year later, another donor up and made a $1,000,000 gift! The donor also thanked her for her openness, transparency, and frequent communication. Elizabeth said she almost fell on the floor when her donor came forward with such a generous gift.

Capital campaign trend takeaway: When your financial situation shifts – or when you have a major opportunity like a capital campaign – it is more important than ever to be transparent with your donors.

2. More Straightforward Conversations with Donors

Post-pandemic, the events and meetings are now back to a regular schedule. However, during the pandemic, we saw some new trends emerging that seem to be taking hold for good. Or at least we hope so!

Back during the shutdown, we were forced into absolutely direct conversations with our donors. No more oblique dancing around with meetings, lunches and social events.

We are training our clients to move right along with their donors and find out what they are interested in. Be ready to ask your donors in a very straightforward manner:

“Could you see yourself becoming more involved with our work?”

“Would you like to know more about how you can help?

As a result, our clients are saving so much time by finding out quickly which donors are interested, and which ones are not.

Capital campaign trend takeaway: It’s easy to find your most passionate supporters by asking a few direct questions.

3. Donors are Ready to Discuss Their Gifts Early in the Campaign

In an environment where you have some donors who are feeling wealthy, you actually can move forward quickly. When nonprofits directly discuss their needs, opportunities and vision with donors, good things can happen quickly.

For example, our campaign clients are seeing extraordinary results with one simple question:

“Would this be a good time to discuss your support of our campaign?”

This polite question is usually easy to ask. For instance, one of our clients closed a $100,000 gift the first time she asked this question. The next time she asked it, she closed a $250,000 gift.

Note that both of these gifts came in without a formal campaign ask. We just coached her to look for the right signals and then be ready to pose the question gently. Note: she was on the phone or Zoom for both of these conversations – in a digital format.

Takeaway: You can close major campaign gifts by asking your donor about their timing. Many of your donors are more ready than you may think.

4. Taking Advantage of Non-Cash Gifts

Real estate, valuables, and investments have grown substantially in value over the past decade. And, when donors are “feeling” wealthier, we will know that they are much more likely to make larger gifts.

Remember, most of the wealth in the US and Canada is NOT held in cash bank accounts. Instead, it’s held in some type of investment.  We find that so many campaign and major gift fundraisers forget to consider a donor’s capital assets.

So, it’s always, always a smart move to remind donors about the benefits of giving non-cash gifts, such as appreciated stock. Not only can donors avoid capital gains taxes, but they can also gain significant tax deductions from their charitable contributions.

For example, a donor purchased stocks for an average $100 per share, investing a total of $10,000. Ten years later, the stocks could now be worth $280/share. The donor’s original investment is now worth $28,000. That’s a whopping gain!

By making the gift of the fully appreciated stock, the donor avoids capital gains taxes and gets to help their favorite organization with a significant campaign gift.

Takeaway: Because of stock market growth in the past 5-6 years, many donors have extensive paper profits from their investments these days.  Don’t forget to inquire gently about giving with assets other than cash.

Bottom Line: Top Capital Campaign Trends

Take advantage of these new capital campaign trends. Look for opportunities for non-cash gifts. Be willing to be transparent, direct and straightforward with your donors. You’ll see terrific results.

Don’t forget we are happy to arrange a free campaign strategy call if you are in the process of planning a capital campaign. Just email us at coaching@gailperry.com.

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Capital Campaigns: Three Secrets of Success

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Is a major capital campaign on the horizon for your institution? Do you feel a little overwhelmed because, as you know, campaigns can be a heavy lift? Would three secrets to success help guide you in the right direction?

Our goal is for campaign clients is to get focused in three key areas that will set them up for a campaign that brings in extraordinary fundraising results. 

Three Secrets of Success

1. Begin your planning with a deep prospect analysis.

The major gifts in a campaign always come from a very few people. We are seeing as much as 95% of the money coming from only 5% of an organization’s donors. 

Even more, the success of capital campaigns is always built on a small number of large gifts.

So one of our key success secrets is to analyze prospect data early in the game. 

We recommend that all campaign planning begins with a wealth screening on your donor database. This enables us to identify our clients’ sleeper prospects. Those are the wonderful donors who are passionate about the cause – and who have significant wealth.

Most importantly, the screening allows us to organize the prospect pool using our Campaign by the Numbers approach.  This means you will work with the right prospects at the right time yielding optimal results. 

This deep analysis and organization of your campaign prospect pool is THE essential activity for the campaign planning stage.  

2. Use a conversational approach with donors.

Once the priority donor prospects are identified, we recommend that our clients start spending quality time with them. These are very special people who believe in the cause – they often are happy to learn more about the work and engage more deeply. 

But how do you really engage a donor? 

Many people think their goal is to “present” to a donor. They spend hours crafting laborious pitch decks about their institution’s work, so they can “wow“ their donors. 

That’s not it at all. The best way to engage a donor is to get them talking about WHY they care.

The fundraiser’s job is to find out what makes the donor tick. What does the donor want to do that your organization can help them achieve?  We call this approach “listening your way to a major campaign commitment.” 

We teach our clients an approach that we call the Conversational Ask. And, you can move directly into a Conversational Ask with a donor at almost any time. That is, if you know the right questions to ask! 

Involving and engaging these top prospective donors early is literally the key to successful campaign fundraising.  You are creating true partners – donors who are invested in your institution’s success and want to help.

3. Go slow to go fast.

Often board members and/or executive team members don’t understand capital campaign strategy. They don’t understand why we go very slowly and silently in the beginning. 

Organizational leaders often ask: “Where is the money?” “Why aren’t we out in public yet?” “Where are the balloons and parades?” “We want events and hoopla!”

In fact, being out in public too early could hurt you.

We strongly recommend a careful strategy of going slowly in order to go faster later. 

Early in the game, you engage privately with those very few potential lead donors, laying the groundwork and involving them. This takes time, and it might be the most important activity in the entire campaign.

Organizing a campaign is like setting up dominos: take your time to enlist the right volunteers and to engage the right major donors. Take all the time you need to secure the support of key influential leaders. 

Then, when all your ducks are in a row – so to speak – or the dominoes are all lined up, you’ll be amazed at how quickly everything can move forward. Because you took the time to deeply involve key donors and leaders, doors that were once closed will fly open for you. It’s because the right person knocked on the door. 

Bottom Line: Use These Three Secrets for Capital Campaign Success

All smart major gift fundraisers understand this strategy. As consultants – one of our key goals is to help our clients’ leadership teams understand and embrace this approach. It’s the winning approach every time!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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3 Reasons Capital Campaigns Lose Their Momentum

3 Reasons Capital Campaigns Lose Their Momentum

There is really nothing more painful than a capital campaign that loses its momentum. It’s a sad situation – the institution is out there in public with an important initiative, a very public goal, and major gifts designated toward the goal.

Yet the energy of the campaign has fizzled out. How will the organization go forward, when everyone is tired, no more donors are coming forward, and there’s little progress towards the goal?

It’s a very difficult situation to turn around because the energy and momentum are gone. The lead donors have been approached, but they made disappointing smaller gifts.

What now? Don’t let this happen to you and your campaign!

Here are three key reasons we see capital campaigns start to stall in mid-stream and lose momentum:

1. The rush to begin asking can hurt your campaign’s momentum.

We all know that the heavy lifting in a capital campaign starts at the very, very beginning. There’s much work to do long before we even think about asking for gifts.

The very first thing we do is evaluate our fundraising capacity – do we have the donor prospects to reach our hoped-for goal? We begin with a deep evaluation of our donor files to identify the most likely donors for the upcoming campaign.

In addition to researching our donor prospects, we prepare by enlisting important volunteers to help lead the campaign and provide credibility, stature and influence to our initiative. Another important early step is to test out our campaign case and proposed projects with potential donors to find out where they stand.

Smart organizations develop trusting relationships with a consulting firm, and initiate a feasibility study to find out how donors feel about our upcoming campaign.

All of these vitally important steps go into setting a winning campaign strategy.

When there is a rush to imply “get going,” and get some initial money in the door, then you are forced to skip over the most important strategic steps of all.

Takeaway: Lay the proper groundwork for your campaign and don’t lose momentum. Don’t let an eager board or CEO rush the campaign planning process. Rushing now will make everything take longer in the end. 

2. The Board is not in full agreement about the campaign plan.

Occasionally, board members are not all aligned with the organization’s plan to expand, build or grow. Some board members who are not familiar with big ticket fundraising may stonewall because they do not understand the strategy, or may feel intimidated by the numbers.

In other cases, we’ve seen board members argue among themselves about the specific plan for expansion. It’s really impossible to gain momentum when part of your support team is dragging their feet.

When the board is not fully aligned, the division and discord is a huge distraction for already stressed staffers who are trying to move forward. This type of background chatter can make a campaign run aground, even before it starts.

Takeaway: Take the time to help your board come to agreement about the path forward.

3. Campaign prospects turn you down because they are not ready to discuss a gift.

Oh dear. You’re approaching major campaign prospects for 6 and 7 figure gifts – but they say they’re not ready to discuss a gift. Clearly this means that you are trying to move too quickly to the ask.

This is what happens when planning and preparation are rushed. Most donors have to be engaged and warmed up prior to a big ask. It’s so important to take the time to bring them into the campaign process and make them feel like insiders.

Even worse, if you are skipping the discovery and qualification process with your key donors, you could be shooting yourself in the foot. If you skip this basic donor research, you may even approach the wrong people – donors who simply are not that interested.

Moreover, when you ask for a gift too soon, you may even damage your relationship with your donor. You certainly don’t want them to feel this is an affront, which can happen if you try to rush them.

Take away: Take the time to cultivate your important lead donors – and don’t ask until they are ready.

Bottom Line: Create momentum in your campaign.

A smart consulting firm can help you lay the proper groundwork and set up your campaign to sail smoothly toward your goal.

We can help. Let us know if you’d like a free campaign strategy call – just send an email to coaching@gailperry.com with the subject line “Strategy Call.”

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Planning a Campaign? Add Power and Influence

Planning a Campaign? Add Power and Influence

We were helping one of our clients work through a challenge yesterday.

Our client, a national organization, is planning a $300 million capital campaign. The problem is, the organization’s board is not composed of “heavy hitters” so to speak, who hold power and influence.

The organization has a lot going for it. Its mission is solid and its impact is proven. But its leadership doesn’t have the connections they need to raise hundreds of millions.

Our recommended solution: we are guiding them through a deliberate networking process to bring in individuals who have power, connections and influence with funders.

Do You Have Enough People of Power and Influence Standing Behind Your Institution?

Every successful capital campaign needs powerful individuals who add credibility to the campaign. Their most important function is to help open doors to important donors – which can significantly shorten the time it takes to close a major gift.

For example, some key individuals can make a phone call, and quickly give you an open door to an important funding source. Or you have may a specific need: with one email, a key leader can suddenly access the resources to make it happen.

What You Get: Instant Leverage

Early in the game, we advise our clients to identify significant leaders of influence in their sphere and pull them in closer. As we all know, one key, well-connected individual can often draw three powerful leaders in.

When they lend their authority and back your work, their own credibility increases the standing of your organization. It builds confidence in your mission.

It’s like they are giving their seal of approval to your initiative.  Again, they can help you dramatically shorten the time it takes to forge significant relationships with funding sources. You can raise serious money much faster.

What You Get: Shortened Timelines

When you have the benefit of the right door-opener, then you don’t have to painstakingly build a trusting relationship from scratch with a donor. Instead, your “key influencer” can help you move right into a Gift Conversation with the donor. This saves you and your team so very much time and effort.

They add a backdrop of visibility and prominence so that doors to donors will fling open early in the game. Key funders will say, sure, I’ve heard about this and I’m happy to discuss your project with you.

In two of our capital campaigns, we’ve helped our clients network their way to a former governor of their state. Imagine how helpful a former governor could be to a campaign – he or she can be a key influencer of many companies, foundations, families, and even government funding sources. It’s a win-win all around.

Planning a Capital Campaign? Stack the Deck with Power and Influence

This is one of our key campaign planning strategies that we incorporate in our campaign planning studies. Who are the leaders who can help your campaign the most?

We advise all our clients – early in the game – to set themselves up for success. Add the right well-connected, influential volunteer leaders as soon as possible. As we mentioned, they’ll  bolster the prominence and visibility of the pending campaign, and make things so much easier by offering access to major and lead donors.

The Right Timing Can Build Momentum

How, and in what order, do you enlist your key influencers? It’s important to understand the whole landscape and lay out a careful sequence of priority steps.

Who is the first person you can enlist? If you can get a certain individual on board now, then who will they attract? What relationships can they leverage?

This is why the early campaign ramp up activities are absolutely critical. The right sequence of key people joining, one by one, to back your project can create that magic campaign ingredient we call momentum.

For example:

One wonderful individual joins on, and they say “have you talked to this person?”

You say, “I barely know them.”

Then your key influencer says, “I can fix that.”

You just moved from game space one to game space five.

Building Your Board Prior to a Major Campaign

If you are even thinking about a capital campaign in the next few years, you need to immediately start building connections with potential board members of influence and standing in your community.

Your board will play a key role in the campaign.  While you are working to recruit top volunteer leaders for the campaign, your board can help create the confidence and momentum needed to help attract those special individuals.

For example, achieving 100% giving participation by the board early can send a strong message to potential leaders that your board and organization are committed to the success of the campaign.

One of our campaign clients did just this. When they went to recruit their campaign chair, they were able to use the board’s early campaign commitment to successfully recruit their desired campaign chair.

It’s never too early to stack your board with people who can not only make major campaign gifts, but also bring other donors with them.

Bottom Line: Who Do You Need to Add to Your Team to Increase Power and Influence?

Is it time for you to reestablish key relationships? Who are your former board members, key funders or supporters who might have drifted away?

Can you seek out advice visits early while your campaign is still an idea? Can you engage them early in campaign planning?

Remember, stacking your deck with people of power and influence can shorten your capital campaign timeline, help you secure lead gifts faster, and give your campaign prominence in your community. It’s a smart strategy.

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Secrets to Maintaining Your Capital Campaign’s Momentum

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Secrets to Maintaining Your Capital Campaign’s Momentum

The Magic of Capital Campaign Momentum

Is your organization enjoying the benefits of robust capital campaign momentum? In fact, many campaigns struggle to maintain this important success factor.  

Momentum is a magic quality that can speed things along in your campaign like an ocean wave. When there is positive energy and momentum, everything is working in your favor.

Your volunteer campaign leaders feel the spark.

They are in action, in touch with you and each other. They’re talking often with you and other volunteers – collaborating on strategy to nail major and mega gifts for your campaign.

Your board knows that things are going well.

This means they are supportive, encouraged, and positive. They show up for campaign events. They cheerlead the staff. They are willing to spend money on the campaign when they see gifts flowing in.

 Best of all, positive momentum attracts donors.

When gifts are coming in often, and there are celebrations everywhere, new donors get inspired. They feel the energy of a successful cause, and join the bandwagon.  Your campaign literally attracts donors. 

This week we are sharing three ways to encourage, manage and maintain that magic spark of momentum.  These are also our top three strategies we use to keep client campaigns moving forward vigorously. 

And if you are thinking about capital campaigns – be sure to check out our new 5-part course.

How Do You Create and Maintain Capital Campaign Momentum?

 It starts with you. 

Often, it’s up to the staff to provide inspiration. Your own personal energy is infectious. Your smile encourages others to smile. And more, your can-do attitude inspires everyone else to be positive. 

1. Focus on Positive Steps – No Negativity Allowed

If you are trying to change the world, you don’t get there by worrying about failure. 

You have to keep your eye on the horizon. Stay focused on your goal and the wonderful possibilities of your campaign. And remind everyone of the vision for the future. 

 Any group of people – a board, a campaign committee – can easily be swayed by a naysayer who speaks strongly and negatively. You need to put a stop to it immediately, if at all possible. 

2. Use Your Consultants

Consultants play a vital leadership role in a campaign. Once the board develops trust and confidence in us, then they will listen to an objective third party. 

In our experience, we have been able to dig campaigns out of a roadblock and move forward, solely by focusing on a few positive and achievable next steps. 

Also, we like to keep in close contact with our campaign clients. We are constantly on the phone or a zoom meeting with board leaders, key volunteers, and staff. It is important for a consultant to stay in touch, always willing to provide leadership and a careful guiding hand to keep the momentum going. 

Keep people focused on their “to-do” list. That is our strategy. What are positive steps they can take right now – this week and this month – to be sure the campaign is moving along?  

Consultants often are an experienced and objective guiding hand to help maintain capital campaign momentum. If you have a consultant to help your campaign reach its goal, be sure to use them (or us)!

 3. Make Sure Big Meetings are Well Organized and Encouraging

Campaign and board meetings can be pivotal to your momentum. They can either foster a lack of energy – or positive momentum. Good energy or a sour tone. We’ve all been there. 

One of our secrets is to hold fast-paced, high-energy campaign and board meetings. We intentionally prep our speakers, design the agenda, and set up positive news – these steps are surprisingly crucial to maintaining successful campaign momentum.

Yes, these steps take time. It takes time to coach presenters and engage with meeting participants in advance. And these steps may seem less important than other activities.

But this is truly what it takes to implement a successful gathering of key leaders. You don’t want to leave this to chance – too many things can go wrong. 

Bottom Line: Maintaining Your Capital Campaign Momentum  

It’s up to you. Momentum can make or break your campaign. So be positive, use your consultants for leadership and guidance, and always stage your big meetings carefully. 

More Secrets to Successful Capital Campaigns

This in-depth 5-part webinar series shows you how to adapt, change, and successfully execute your institution’s campaign – even during these uncertain, unfamiliar days. 

If you are running a capital campaign, now or in the future, make sure to check out our powerful new course by clicking the link below. 

Capital Campaigns in Times of Crisis: 5 Keys to Success – Access Now

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How a Capital Campaign Planning Committee Develops Lead Donor Relationships

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How a Capital Campaign Planning Committee Develops Lead Donor Relationships

If you’re planning a capital campaign, you are very likely evaluating your fundraising potential. 

How much can you raise? Who will be your major funding sources? Would a Capital Campaign Planning Committee help you raise more? 

 A few other important questions you’re probably pondering are: 

Who do you need to have involved? 

Who should be your volunteer leaders? 

Who can help open doors to gifts? 

What about your donor relationships?

  • How warm or cool are your relationships with key funders and donors? 
  • Do you have close relationships with the major donors you need in order to fund your campaign? 
  • How can you bring these major donors closer and start to re-engage them?   

What’s your situation? 

You might be with an educational institution that needs to develop closer relationships with potential lead donors with deep pockets. 

Or maybe you’re with a community organization with a big vision, but has lost touch with your major donors. 

Whatever type of organization, this plan is crucial to your success.

You’ll need to reconnect with major donors, community leaders and leading philanthropists to cultivate their interest in your upcoming initiative and run a successful capital campaign. 

Why a Capital Campaign Planning Committee is such a smart move

You need strong leadership volunteers if you want to be successful. 

We know from experience that many capital campaigns are won or lost based on their volunteer leadership. We find that if you have the right powerful people heading up your campaign, you are well on your way to success. 

So choose wisely.

 These key individuals help open doors and make connections. They can influence gifts, and command attention. Even more, when key donors “bless” your project, they add credibility to your campaign. 

Create the right Capital Campaign Planning Committee 

Try pulling together a group of the most powerful, wealthiest, wisest, and most influential volunteers and donors you can find. Ask them to review your plan, offer advice and help formulate your campaign. There’s no better way to draw someone in than to involve them in key strategic decisions along the way.

A planning committee gives you a wonderful chance to inform your key donors about your campaign. You gain the benefit of their advice and wisdom, and often their input is invaluable.

Inviting them to serve on this high-powered committee is a terrific way to cultivate them for their future campaign gifts. What’s more, these individuals always yield amazing new connections, relationships and assistance — from the people who matter.

If you’re you still looking for your campaign chair or co-chairs, ask a key donor to serve on the Capital Campaign Planning Committee. This provides an excellent opportunity to prepare someone for the job of campaign chair.

Why would these donors join your Capital Campaign Planning Committee? 

 Your ideal key leaders are busy people, with many commitments and interests. They may be somewhat interested in your campaign, but usually are not willing to make a long-term commitment as a campaign volunteer.

Asking them to be a part of your Capital Campaign Planning Committee is a unique opportunity to re-engage them with an invitation to help shape the campaign. When you ask them to serve on a short-term planning committee, they are more likely to say yes since it’s a shorter time commitment. 

We find that once these individuals are involved on the planning committee, they become much more interested and personally invested in your campaign’s success. 

After building their interest, they are more likely to say “yes” to the Campaign Steering Committee itself when the time comes. 

Involvement breeds investment

Throughout our time leading capital campaigns, we have found the planning committee to be a golden key to securing the involvement of heavy hitters and lead donors. 

We’re always surprised at how effective this simple strategy is. 

But it works.

There’s no better way to draw someone in than to involve them in key strategic decisions along the way.

Bottom Line: Build a Capital Campaign Planning Committee

Your Capital Campaign Planning Committee is an excellent strategic tool for engaging major philanthropists and donors early in your campaign. 

It’s not a question of if you need this committee. It’s a question of who you need on this committee.

Go forth and succeed! We are always in your corner.

As always, it is a pleasure to share our weekly news and insights with you. 

If you are planning a capital campaign, look out for our NEW course launching next week. We will focus on Capital Campaigns in Times of Crisis and will be sharing 5 keys to success in today’s uncertain world. 

Hope you have a wonderful and safe weekend.

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