6 Steps for the Perfect Solicitation
Every successful solicitation – whether in person, virtually, or via mail, phone, email, or social media – proceeds through the same six steps.
1. Establish rapport. Here you establish a connection between you and the prospective donor. Verbally (whether in person, virtually, or by phone), you do so by recalling something from a previous meetings, following up on a previous conversation, or asking a general, personal question. Even something as simple as “How are you?” can serve as a rapport-building question. (Think Three Cups of Tea). In writing (whether by mail, email, or social media), start with something that builds a connection between your reader and the organization and gives them a reason to continue to read.
2. State your case. Explain the need that the organization seeks to fill in human terms not organizational terms. That is, the the organization does not need operating support but rather “the pandemic has made people more vulnerable to mental health concerns, food insecurity, housing insecurity” or whatever service your organization provides. Verbally, you can achieve this goal through a discussion and a series of questions and answers. In writing, you have to state your case. Either way, be sure to humanize the need with stories and statistics.
3. Explain why you support the organization. Anyone who asks for support should have already made a gift. Why did you make a gift and why to this organization? How has this need impacted you directly? This step continues to build your relationship with the donor, humanizes the need, and underscores the importance of picking the right solicitor, both for a verbal meeting or one in writing.
4. Ask for a donation. Many people skip this step, thinking that 1-3 will suffice, and never get around to saying the words “will you make a gift.” You can also invite them to “join me in supporting … with a gift…” which sounds more personal. Pick what feels right to you but ask for a gift. In addition to those words, you want to include (1) a specific dollar amount and (2) a specific way their donation will make a difference for your clients. Your ask might sound like “I invite you to join me in supporting Organization X with a gift of $1,000 which will help meet the growing mental health needs of children in this community.” You want your prospect to know exactly what you would like them to do and why.
5. Follow up. Here the process for verbal and written solicitations diverge. In a verbal solicitation, after the ask, you remain silent to hear their reaction. Give them time to think. Many people make the mistake of filling the silence which only confuses the prospect. Once they respond, answer any objections or questions they have. Not all “nos” are alike; you need to find out to what they object: the amount, the timing, the project, the idea of making a gift? All of those require a different response. While you never argue with a prospect, you can clarify or ask question to help both of you clearly understand next steps. Once you have exhausted the conversation, you and the prospect discuss next steps: how to make the gift, sign the pledge card, or when you will follow up with answers to their questions or to seek their decision. Obviously, this back-and-forth cannot occur via writing, so skip right to the closing and next steps, usually by providing information on how to donate.
6. Thank you. Regardless of the outcome of the solicitation, thank the prospect, either for their donation or their time. You want them to leave the meeting feeling grateful for spending time with you and learning more about your organization and mission.
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