“He who persuades and compels others to give shall have a reward greater than that of the giver himself.” (Isaiah 32:17)
They believe in the cause and have a connection to it. They trust and believe in the person talking to them. They like the idea of securing the future. They believe in giving beyond their own lives. They were asked.
They believe in your organization’s mission. They love the organization and want to make a difference. They want to make a statement to their family and the community. They believe the gift will continue after their lifetime. They would rather give to your organization than to the government. They want recognition. They will be remembered.
Most importantly –
◦They are leaving a legacy to the community to secure the future for their children, grandchildren and for generations to come.
Someone who has supported the organization for a significant period of time no matter the amount. Someone whose life has been touched by the organization Someone who has served as a volunteer. Someone over 50. Someone with assets over $250,000.
◦Someone who feels connected. ◦Someone who has trust in your organization. ◦Someone who is asked.
Make your own commitment. Read and know the case statement. Know and be passionate about your organization. Know as much as you can about the person you are going to have the conversation with.
Listen to the person you are talking to. Learn what motivates them. Connect that to your organization’s needs. Demonstrate your own connection.
This will lead to success.
Pick up the telephone to make the appointment. Tell them that you are a volunteer for your organization. Talk about their past connection. Items to determine ◦Date, inclusion of spouse and location.
◦You must have the conversation face to face. ◦Do not do it over the phone.
Be on time. If at a restaurant – pick up the tab.
The conversation has four parts ◦Opening/General Conversation ◦Developing the connection/learning ◦Presenting the case ◦Making the suggestion/ask
Opening/General Conversation ◦Use this time to establish a rapport, to put the person you are talking to at ease. ◦This is a time to listen – hear what the person is saying about their family, their connection to your organization, what is going on in their lives, etc.
Developing the connection/learning ◦This section is the time to listen and play back to the person their connection to the organization and the Jewish community. ◦The goal is to firm up for the person the emotional connections which will translate into why they should remember the organization in their wills/estate plans.
Presenting the Case ◦Now take the time to match their connection with the case. Show them why their passion/dedication/commitment to the organization should translate into a Legacy Gift. ◦Help the person to see how they can secure the future.
Making the suggestion – otherwise known as “the ask”. ◦Would you consider leaving a bequest to….? ◦Would you consider leaving an IRA to…? ◦Would you consider a life insurance policy to benefit…? ◦Will you join me in securing the future of…? ◦Remind the prospect to talk to their legal & financial Advisors.
Everyone wants to have a legacy. Your organization can be part of that legacy. Money and ego are inextricably linked – recognition & stewardship are vital. Remember that everyone wants to make a difference in their lives and after… you are giving them a chance to do exactly that. Nothing that you do that day is more important than listening to your donor about his or her final wishes in life – Nothing.
Legacy Gifts are not about you or your organization – they are 100% donor centered. Actively listen – forget your “yes, but”. Be “Truly curious”
Remember what legacy fundraising is about – helping people know they can make a difference in the world, long after their lifetimes.
Thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you.
Send a personal hand written thank you note – even if the answer was no! Tell the office what happened.
“You miss 100% of the shots you don’t take.” –Wayne Gretzky