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Corporate Fundraising
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The process for asking for large gifts is basically the same whether the prospect is a corporation, a small business or an individual who has the potential to make a large donation. The process for asking for a large donation, often what fundraisers call a "major gift" is described on the page below. Major gift fundraising methods can be adapted for a capital campaign or the solicitation of planned gifts.
How to Make Fundraising Requests from Corporations and Large Potential Donors
As a volunteer for your organization, you know about the tremendous difference it makes in the lives of hundreds of people in our community. Your enthusiasm for the organization will be contagious. You also know how important donations are to the continued success of the organization. Your connections in the business community will help secure donations to keep the organization operating.
But it takes more than connections to raise money effectively. There is a process that can be followed to make your fundraising efforts more effective and relatively stress free. By keeping these principles in mind when you actively seek donations for your organization, you will find fundraising to be a much more enjoyable experience.
Here are some basic tips as you prepare for your calls.
Be informed … learn about the organization so you can answer questions confidently. You may know the organization from its programs, but also make sure you know about its funding, donor recognition policies, its history and its impact on the community.
Donate yourself … your own generous contribution will make it easier for you to ask others. People you meet will often ask if you are a donor. Likely no one will ever ask you how much you give, but they will ask if you give. It is a way of determining your credibility and how much you believe in the cause.
Plan ahead … fundraising is more effective if you make specific appointments for the purpose of talking about the organization. Trying to promote the organization during a business meeting, at a luncheon or during golf is usually not effective. These opportunities may be the time to ask for an appointment to discuss the organization.
Think about teamwork … two people attending a meeting is usually more effective than one. Having another volunteer from the Fund Development Committee join you for a meeting can be a good way to ensure you don’t forget anything. If you don’t feel confident talking about the organization, take the CEO to the meeting with you.
Begin with your best prospects … top-level gifts will help to inspire both you and other volunteers. Always work with a top down list of prospects. Don’t “save” your best prospects for the “right time”. If it is a corporation, prepare for the meeting by checking their website to see the types of causes and organizations they support. Find out from the fund development office if they are past supporters of your charity.
Use the personal touch … your prospects will appreciate the personal attention of a face-to-face meeting. Usually corporate decisions and major donations from individuals require at least two face-to-face meetings. Email and telephone contact should only be used to arrange an appointment.
Introduce the organization …Use the first meeting to introduce the organization and the reason for your fundraising at this time. Make the appointment on this basis, asking for only 15 minutes to tell them about the organization. Use an introductory video or presentation that takes a few minutes - then spend a few minutes telling them why you are involved. Ask them what interests them when they consider donations. Don’t make the request for funds at this time. Ask the prospect if you can return with a proposal.
Arrange a second visit … your initial meeting should serve to cultivate your prospect and provide information, while a second visit will actually be the request for the donation. If the meeting occurs during the summer, an invitation to tour the camp may be a good venue for the second meeting. Present the proposal after you have toured the facility. The fund development office can prepare the proposal and presentation materials for you.
Ask for a specific amount … to solicit the largest gift possible. A proposal that requests a specific amount will usually result in a larger donation than an open ended request. The amount being requested should be given careful consideration given your knowledge of the prospect’s capability and the needs of the organization.
Ask the prospect to consider a pledge … sometimes you may encounter objections such as the amount being requested is not in the budget. An alternative is to ask the prospect to consider a pledge over three years. Most people honor pledges and this will ensure funding for the organization for several years.
Encourage gift options … individual prospects may need a gentle reminder that other forms of giving, such as, stocks, bonds, real estate or other personal property can have the same tax benefits to them as a cash donation and be just as beneficial to your charity. If you encounter an unusual suggestion for a donation, take the information back to your board for a decision on gift acceptance.
Follow-up … whether the prospect says yes or no, follow-up and ongoing contact with them from time to time is important.
Share the good news … your success will encourage others, so be sure to keep the Fund Development Committee and the fund development office informed of your progress.
Remember, people give to people more than to causes or organizations. You are a valued member of the team and the achievement of our goals depends on your best efforts.
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