To prepare a donor or prospect for solicitation send a solicitation packet.
This packed includes:
- Cover letter that asks for a meeting with your team
- your budget
- gifts sought form
- pledge form
Why?
- Providing this information helps donors understand your need.
- Most won’t want a meeting, and will send their donations.
- Follow up with a phone call within a week to ask for the meeting.
- Only send as many letters in a week as you can follow up on promptly.
So, What do you include in your solicitation letter to prepare donors to donate?
Here’s a sample solicitation letter with key elements highlighted:
(Personalize each letter.)
Dear <Name>,
(Open by sharing successes.)
As we stand on the threshold of our tenth year I am thankful for the role community member pledges have played in our continuing growth and success. Thank you for your past support of our fine, growing school! Enrollment has increased 18% for the upcoming school year! There is even a family commuting from a nearby city to join us.
(Mentioning board member and cornerstone donor support is very validating.) And, for this campaign, our seven member school board has already pledged $16,000. What commitment!
(Provide information on your need, as this builds trust through transparency.) I have enclosed a copy of our 2011-12 budget, our “Gifts Sought” form*, and an annual pledge form.
(Telling donors how much you want them to give can make people more comfortable. Since most won’t want to meet, ask here for the amount or gift range you would like them to consider; based on donor ranking.**) Please consider making a pledge of $XXXX, (or in the range of…)
(Prepare them for your follow up call.) I will call you within the next week to see if you want to discuss the needs and growth of the school. Do not hesitate to contact me at xxx-xxxx.
May God bless you and your family with a peaceful and joyous summer.
Sincerely yours,
Your name, preferably the Executive Director
Final tip: For those who want to meet, visit them in teams of two. Two-sided messages have been found to be generally more effective in persuasive meetings and have been shown to produce the most favorable attitude response from the message receivers. (Allen, et al., 1990) Whenever possible, arrange for one member of your solicitation team to be a friend or peer of the prospective donor.
Do you have another approach that works well? Join the conversation with a comment below.
*Gifts Sought Form is a simplified version of your Gift Range Calculation to share with donors – see this Post: https://kronstadtconsult.org/dont-leave-money-on-the-table-gift-range-calculator/
**Donor Ranking: https://kronstadtconsult.org/how-do-you-ask-every-donor-for-their-personal-largest-appropriate-gift-answer-donor-ranking/
As always, I work for you and am hoping for your every success!