publication date: Jul 23, 2011
author/source: Megan Tregunno
This article is
reprinted with permission from the newsletter of AFP Golden Horseshoe Chapter.
Have you ever wondered
what the "other side" is really thinking when you make your pitch? Malcolm Burrows
, head of philanthropic
advisory services at Scotia Private Client Group helped shed some light on this
subject at AFP Greater Toronto Chapter
In a session he called "Major Gifts from the Other Side,"
Burrows shared his top three pet peeves and nine insightful tips for
fundraisers based on his experiences working with donors.
Three pet peeves
Nine tips for the ask/proposal
Don't steward and make a "pitch" in the same call.
Don't push recognition! Not every donor is motivated by his
or her "name in lights." Let donors decide if this is important to them or not.
Gift restrictions are doing a disservice to organizations.
Be confident and don't distort your mission. Think broadly.
Megan Tregunno is director, marketing &
communications for AFP Golden Horseshoe Chapter
Be clear and concise about your case and mission. This
doesn't mean you need a glossy package; it means you need to be able to
articulate your mission). Be confident.
Educate new donors about philanthropy. Remember - gifts are
Be intuitive about donor family dynamics. Listen to your
donors. For example, don't assume your university pitch is to the husband just
because he's the "rich one," when the university is actually his wife's alma
Negotiate the gift. Remember, this is a process. Focus on
the shared goals of both the organization and the donor.
Donors sometimes need to be reminded. Be proactive and
Have a welcoming and engaging attitude - professionalism
Be simple and flexible when it comes to documentation
(simplify your gift agreements). Remember - gifts are freely given, they're not
Accountability is not about shareholder reporting, it's
about dialogue. Keep the dialogue
between the donor and your organization going strong with regular communication
Imagine the future.
Be realistic and don't over-promise. Always make sure you can deliver.