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					The Sweet Spot: Asking for Major
     Gifts and Getting Them

       with Roberta A. Healey
 Roberta A. Healey

 30+ years -- non-profit management and development

   Senior Member, Farr Healey Consulting, LLC

   Chief Development Officer -- faith-based organizations

   Board President -- Association of Fundraising Professionals

 Founding Member of American Association of Homes and
Services for the Aging

   Adjunct Faculty at Villanova University
To learn:
 Where Major Gifts fit in the overall
  context of philanthropy
 Why donors -- of several distinct types --
  decide to offer their welcome support
 How to customize cultivation for the
  individual donor
 How to make the “ask”
 How to follow up -- whether the initial
  response is “yes” or “no”
     Annual Giving
   Any organized effort by a
    gift-supported organization
    to obtain gifts on a yearly
    basis, usually to support
     Individuals
     Organizations

            Roberta A. Healey
    Major/Capital Giving
    Funds provided for buildings,
    including construction and
    equipment, endowment and
       Individuals
       Organizations

                Roberta A. Healey
Planned Giving
   The integration of sound
    personal, financial and
    estate planning concepts
    with the individual donor's
    plans for lifetime
    testamentary giving.
     Individuals

            Roberta A. Healey
Pyramid of Giving

                       large gifts

                    Major Gifts
            Smaller number of donors,
                    larger gifts

                        Annual Gifts
              Large number of donors
                gifts usually smaller

    Original Pyramid of Giving – James M. Greenfield CFRE

                     Roberta A. Healey
Understanding Motivation

Prospect and

          Roberta A. Healey
External Environment: US
Societal Transformations

   Longevity and Technology are
    redefining community.
       Economic Instability
       Increasing Cynicism
       Bonds of Community Decreasing

                   Roberta A. Healey
Adult Generations in the US:
Booster Mature
   Feel they have earned the rewards of life
    by hard work and careful planning
       Work is an unavoidable obligation
       Look on the futures a rainy day to work for …
        patient abut the time it takes to achieve
       Education is a dream not a birthright
       Tends to trust large traditional institutions
   Security – Safety – Stability
   “We”
   “No Sweat”

                    Roberta A. Healey
Adult Generations in the US:
Boomer Midlife
   Feel entitled to the rewards of life
    because they have earned them
       Work is an exciting adventure
       Orientation to the present not the future.
        Looks for tangible immediate outcomes
       Education is a birthright
       Limited trust in large traditional institutions
   Identity – Personal Growth – Meaning –
    “Me”
   “No Problem”

                     Roberta A. Healey
Adult Generations in the US:
Buster Young Adult
   Defining idea is diversity … style is
       Feel entitled to rewards because they are
       Work is a difficult challenge … education is way
        to get where you are going.
       Future is uncertain but manageable
       Large institutions are suspect and traditions
   Identity – Relationships – Community
    “Us”
   “No Fear”

                    Roberta A. Healey
Seven Faces of Philanthropy
Jossey Bass, 1994: Russ Alan Prince and Karen Maru File

   Communitarians                         26%

    Devouts                               21%

    Investor                              15%

    Socialite                              11%

    Repayers                              10%

    Altruist                               9%

    Dynasts                                8%

                     Roberta A. Healey
Fitting it all together …

            Roberta A. Healey
Prospect/Donor Characteristics

   Younger Prospect/Donor
       Specific goals and definite ideas
       More likely to remain engaged with
       Want to have an impact, support their
        societal priorities
       Augment estate, meet tax planning
       Seek leverage – require feedback

                  Roberta A. Healey
Cultivation Considerations

   Younger Prospect/Donor
       Straightforward approach
       Explain financial benefits to donor
       Emphasize investment strategies and
        stewardship of gifts
       Show how gift can help the family
        establish its legacy

                 Roberta A. Healey
Prospect/Donor Characteristics

   Older Prospect/Donor
       Mission oriented
       Loyal to charities that have been
        helpful to their families
       Want to do the right thing…support the
        less fortunate and betterment of others
       Seek security and immediate income
       Focus on economic benefits

                  Roberta A. Healey
Cultivation Considerations

   Older Prospect/Donor
       Softer approach
       Explain financial benefits and
        contribution to the future stability of
       Reinforce pride in doing something
       Show how to endow annual support
        through a planned gift.

                   Roberta A. Healey
Customize the Cultivation
Conversation and the Gift Opportunity

   Booster
   Boomer
   Buster

   Features
   Benefits
   Recognition

              Roberta A. Healey
Making the Ask
Getting to Yes

    Roberta A. Healey
The Big Moment – The Ask
   “We would like you to consider.”
   “We only ask this of our top donors.”
   “This gift is the cornerstone of the students’
    (patient’s, client’s) future.”
   We think you share the vision.”
   “We don’t take this kind of request lightly – but
    think you feel as passionately about this as we
   “Your leadership investment will open doors and
    pave the way for others to follow in your example
    of generosity.

                   Roberta A. Healey
Give them time!

 Short and sweet then say . . .


             Roberta A. Healey
To a fundraiser –

“No” ….
doesn’t mean “No”
“No” …
means -- “Not Yet”
       Roberta A. Healey
Turning …
 Stumbling Blocks
Into …
  Building Blocks

      Roberta A. Healey
Case # 1

That’s too much
money you’re
asking for.
     Roberta A. Healey
Case # 1
   We only ask this of our top donors.
    I hope you take that as a compliment.
    Our intent was to make sure you were
    among the first donors given an
    opportunity to take a significant leadership
    role in this project.
    I hope you agree a gift like this is a once
    in a lifetime opportunity. It will literally
    transform the lives of many families for
    generations to come.
   You are but one of the very few people we
    can turn to and ask for this very important
                Roberta A. Healey
Case # 2
I’m not interested in
supporting the

      Roberta A. Healey
    Case # 2
   We have been talking about this for a while and from
    our previous conversations I thought you were
    interested. Please share with me where your main
    interest is today.
    As you know, we are working on several major
    program and physical improvements. Please tell me
    which one is your priority interest today.
    As you know, you and your family are very important
    donors. We always want to hear your ideas and input.
    Please tell me what programs you have the greatest
    interest in supporting?
    I am very grateful for your honesty. Can we talk for
    a few minutes about the project you are most
    interested in?

                    Roberta A. Healey
Case # 3
You flatter me, but
I’m not as wealthy as
Warren Buffett or Bill
       Roberta A. Healey
Case # 3
   We understand it is a very large amount –
    and you are one of the few benefactors we
    could ask to consider a leadership gift of this
    Is it the size of the gift or the fact that we
    asked you now that seems most troubling?
    I think you know your investment in this
    project will pave the way for others to follow
    your leadership and generosity.
    I can only imagine the demands on your
    financial resources. I believed from our
    earlier conversations that you planned to
    take a significant role in making this project
    a reality.
                 Roberta A. Healey
Case # 4
I can’t give you
an answer now.

      Roberta A. Healey
    Case # 4
   We recognize that this is an important decision and we
    certainly want you to take the time you need to consider
    this gift opportunity. What can we provide to help you
    consider your decision?
    Knowing you need time to discuss this with ________
    (whomever is significant in the decision), I hope you will
    tell me your personal feelings and reactions about the gift
    idea we just discussed.
    I know you need to consider this together. What
    questions do you have today that would help you get
    started thinking about this?
   I know you will spend a lot of time discussing this as you
    make your decision. We hope you will keep in mind the
    joy your gift will bring to all those people you have had
    such an interest in for such a long time.

                      Roberta A. Healey
Stewardship Checklist
When the Answer is Yes
   Reconfirm the importance of the gift
   Set date for next meeting/gift receipts
   Discuss recognition and publicity: internal &
   Schedule donor visit to your organization
   Contact reports
   Several thank yous: leadership, volunteers,
   Call periodically to “check in”
   Send articles about the gift
   Invitations to events
   Annual Reports
   Cards: birthday, anniversary, etc.
   Send progress updates – emphasize the
    importance of the gift.
                   Roberta A. Healey
   Gifts meet your donor’s needs
    and goals
   Gifts meet your needs and goals
   Everyone, especially you, is
    well pleased!

             Roberta A. Healey
Thank You

   610-996-4650

            Roberta A. Healey
More Opportunities in this year’s Governance Matters Series

1 more webinar:
   • 2/10 -- Train Your Trustees: Short Fundraising Exercises for Board Meetings
             Irene McHenry and David Tomlin

3 Regional workshops
   • 2/7 -- Friends School, Mullica Hill
   • 4/4 -- Mary McDowell Center for Learning
   • 4/18 -- San Francisco Friends School

Audio/video recordings at

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