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<p class="MsoNormal"><span style="font-family:"Arial","sans-serif"">Here’s another article from GuideStar below my name – this one and the article on soliciting by email are the only ones I found of interest in this issue.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Arial","sans-serif""><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Arial","sans-serif"">Cordially,<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Arial","sans-serif""><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Arial","sans-serif"">Lorraine Rovig<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif"">(You can text the word BLIND to 85944 to give $10 to our scholarship program via your phone bill.)<o:p></o:p></span></p>
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<p class="MsoNormal" align="center" style="text-align:center"><span style="font-size:10.0pt;font-family:"Arial","sans-serif";color:black"> <o:p></o:p></span></p>
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<p class="MsoNormal" align="center" style="text-align:center"><span style="font-size:10.0pt;font-family:"Arial","sans-serif";color:black"><img width="50" height="88" id="Picture_x0020_1" src="cid:image001.png@01CE839A.845E7C30" alt="Better Business Bureau logo"><o:p></o:p></span></p>
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<p class="MsoNormal" align="center" style="text-align:center"><a href="http://www.marchforindependence.org/site/R?i=Y9LEGpFaNWIZt2_XBrSvfA.." title="http://www.marchforindependence.org/site/R?i=Y9LEGpFaNWIZt2_XBrSvfA..
Visit to learn about America's top charity watchdog organization"><span style="font-size:10.0pt;font-family:"Arial","sans-serif";color:#003399;text-decoration:none"><img border="0" width="75" height="118" id="Picture_x0020_2" src="cid:image002.jpg@01CE839A.845E7C30" alt="American Institute of Philanthropy logo"></span></a><span style="font-size:10.0pt;font-family:"Arial","sans-serif";color:black"><o:p></o:p></span></p>
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<p class="MsoNormal" align="center" style="text-align:center"><span style="color:black"> The National Federation of the Blind meets the rigorous Standards for Charity Accountability set forth by the BBB Wise Giving Alliance and is Top-Rated by the American
Institute of Philanthropy. <o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p> </o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-left:15.1pt;text-indent:-.25in;mso-list:l2 level1 lfo3">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxg/news/index.aspx"><span style="color:#0D64A9">News</span></a> >
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<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:13.5pt;font-family:"Arial","sans-serif";color:#00457C"><o:p> </o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:13.5pt;font-family:"Arial","sans-serif";color:#00457C">Veteran Fundraiser Jerold Panas on the Subject of Asking<o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">July 2013</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Jerold Panas has helped a diverse range of organizations raise an estimated $11 billion. He recently spoke with his publisher about asking for major gifts. GuideStar has published
excerpts from Mr. Panas's books (see the links on the right), and we're pleased to be able to share his additional thoughts with you.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">You've been at this for 40 years. What motivates a person to make a major gift?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I've done studies on this and the results are almost always the same. The primary reason someone gives a major gift is that he or she believes in
the mission of the organization.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">A second important factor is the organization's financial stability. Would-be donors have to be convinced the agency is prudently managed.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">As you can imagine, people don't want to give money away. They want to contribute to bold and heroic programs. They want to make things happen.
And mostly they want to change and save lives.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">To be successful in asking, what factors have to be present?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">As I discuss in my book,
<i>Asking,</i> three pieces are important. The first is that the organization and the project must be relevant. The donor has to feel this is something that's significant.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Next, what you're raising money for has to have emotional appeal. I like it best when the hair on the back on the neck stands up! I want it to be
exciting and have snap, crackle, and pop.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">But most important, there has to be a sense of urgency. The donor must feel this can't be postponed. The project has to move forward and the decision
to give must be made as soon as possible. Time is working against us. Lives are being lost. Kids aren't being served.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">The single most important quality of an effective asker is what, in your opinion?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">That the solicitor has passion for the cause.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">You can't always achieve it, but the ideal is someone who's "burning in his bones" for the organization.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I'll also include persistence. That's because it often takes at least two visits to secure a gift. So you've got to stick with it.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">And, finally, the ability to listen. I tell clients that they should talk 25 percent of the time and listen the other 75 percent.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Who's the best person to call on the would-be donor?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">This will seem simplistic, but it's key: you send the person who the would-be donor will have the hardest time saying no to.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">In some cases, it may be the CEO. It could be a member of the development staff. Or a faculty member who's had a great impact on the person. Or
the doctor who performed open-heart surgery on the individual.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I like taking two people on the first call, if it can be arranged. For a potential major donor, I like having the chief executive officer accompany
a volunteer. I call that a <i>magic partnership.</i><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I also believe the volunteer should testify to the gift he has made. If it's sacrificial or a stretch gift, that's powerful and compelling ammunition.
Of course, you never take anyone with you who hasn't already made his own gift.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">When the solicitor makes the call, what's usually going through the donor's mind?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">The would-be donor wants to know, why should I give to this organization? What's so important about this cause that I should give it priority?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Next, why is this particular program important enough that I should give? Does the project have my full interest and will it make a difference?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Third, the donor wants to know why she should give now. Is it really urgent? Is it more important to give to your organization than some others
I've been considering?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">And finally, why me! She wants to know, why are you calling on me for this gift? Why have you singled me out?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">My colleague Harvey McKinnon has a terrific book on the subject:
<i>The 11 Questions Every Donor Asks and the Answers All Donors Crave.</i><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Many people fret about the words they intend to use when asking. They even rehearse them beforehand. Is phrasing really that important?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">When I coach solicitors, I give them language I know is successful. I've learned this over the years. But I'm quick to point out they should use
their own words—sing their own song. I want them to feel totally comfortable and as relaxed as possible.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I also coach our solicitors to say out loud the amount they're going to ask for. Go ahead, say it out loud—fifty thousand dollars. Say it! The more
it's repeated, the easier it gets.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">You say that printed materials and computer presentations aren't that important. Really? Even in this age of smartphones and tablet
computers?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I put campaign brochures very low on the list of what motivates a donor. Every study I've done supports this. Those fancy line-embossed, die-cut,
four-color brochures just aren't read, though the photos will be glanced at. Worse still, publications are often a turnoff, due to the perceived cost of producing them.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">And as far as a computer presentation is concerned—ugh!<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">In my experience, there's nothing that takes the place of a one-on-one presentation, the solicitor probing and asking questions—and listening most
of the time.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I do bring a few pieces to leave behind. One is usually a three-ring binder. That's because no one has ever thrown away a three-ring binder! Another
is a simple question and answer folder—one that can fit in a breast pocket or purse. Think of seven or eight questions that are likely to be asked, or questions that simply must be answered. This Q & A piece will be one of the most-read pieces in your arsenal.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Reveal the secret once and for all: What makes a great fundraiser?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">In every study I've done, the most important quality is integrity. If it isn't there, your donors feel it, and they're turned off.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Closely behind is the skill of listening. Prospective donors want to be heard. I call it, "listening loudly." Listen carefully enough and you'll
learn everything you need to know about the donor, what they're most interested in, and how much they're willing to give.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">And when I ask donors what qualities they like to see in the solicitor, they mention the three Es. It starts with
<i>energy.</i> They want someone who is a spring ready to be sprung. They want someone who is enthusiastic about the organization. Head over heels committed. And finally, donors talk about the caller being empathetic. And you gain that by listening and caring.<o:p></o:p></span></p>
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">How useful did you find this interview? Give us
<a href="https://www.research.net/s/jerold-panas-on-asking" target="_blank" title="Feedback (opens in new window)">
<span style="color:#0D64A9">your feedback</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">© 2013,
<a href="http://www.emersonandchurch.com" target="_blank" title="Emerson & Church (opens in new window)">
<span style="color:#0D64A9">Emerson & Church, Publishers</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Jerold Panas is the executive director of one of the premier firms in America and co-founder of the Institute for Charitable Giving. His popular
books include</span></i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">
<a href="http://www.contributionsmagazine.com/books/asking.html" target="_blank" title="Asking (opens in new window)">
<span style="color:#0D64A9">Asking</span></a> (newly revised), <a href="http://www.contributionsmagazine.com/books/fundraisinghabits.html" target="_blank" title="The Fundraising Habits of Supremely Successful Boards (opens in new window)">
<span style="color:#0D64A9">The Fundraising Habits of Supremely Successful Boards</span></a>,
<i>and</i> <a href="http://www.contributionsmagazine.com/books/megagifts.html" target="_blank" title="Mega Gifts (opens in new window)">
<span style="color:#0D64A9">Mega Gifts</span></a>.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Note: The views expressed in this interview are those of the participants and may or may not represent GuideStar's opinions. GuideStar is committed
to providing a range of topics and perspectives to our users. We make every effort to obtain articles from knowledgeable, trustworthy sources, but we make no warranties or representations with regard to content provided by persons outside GuideStar.</span></i><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.15pt;text-indent:-.25in;mso-list:l0 level1 lfo5">
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxa/news/articles/2012/three-fundraising-habits-of-supremely-successful-boards.aspx" title="Three Fundraising Habits of Supremely Successful Boards"><span style="color:#0D64A9">Three
Fundraising Habits of Supremely Successful Boards</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.15pt;text-indent:-.25in;mso-list:l0 level1 lfo5">
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxa/news/articles/2008/deadly-offenses.aspx" title="Deadly Offenses"><span style="color:#0D64A9">Deadly Offenses</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.15pt;text-indent:-.25in;mso-list:l0 level1 lfo5">
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxa/news/articles/2007/fundraisings-four-magic-questions-answer-these-and-the-gift-is-yours.aspx" title="Fundraising's Four Magic Questions: Answer These and the Gift Is Yours"><span style="color:#0D64A9">Fundraising's
Four Magic Questions: Answer These and the Gift Is Yours</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.15pt;text-indent:-.25in;mso-list:l0 level1 lfo5">
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxa/news/articles/2007/if-you-didnt-get-the-gift-heres-why.aspx" title="If You Didn't Get the Gift, Here's Why"><span style="color:#0D64A9">If
You Didn't Get the Gift, Here's Why</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.15pt;text-indent:-.25in;mso-list:l0 level1 lfo5">
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxa/news/articles/2006/what-major-donors-expect-in-a-fundraiser.aspx" title="What Major Donors Expect in a Fundraiser"><span style="color:#0D64A9">What
Major Donors Expect in a Fundraiser</span></a><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><img border="0" width="122" height="167" id="Picture_x0020_8" src="cid:image003.jpg@01CE839A.845E7C30" alt="http://www.guidestar.org/ViewCmsImage.aspx?ContentID=4217"></span><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:8.0pt;font-family:"Arial","sans-serif"">[photo] Jerold Panas<o:p></o:p></span></p>
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