The Sweet Spot: Asking for Major
Gifts and Getting Them
with Roberta A. Healey
Roberta A. Healey
 30+ years -- non-profit management and development
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Senior Member, Farr Healey Consulting, LLC

Chief Development Officer -- faith-based organizations

Board President -- Association of Fundraising Professionals
Founding Member of American Association of Homes and
Services for the Aging
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Adjunct Faculty at Villanova University
TONIGHT’S GOALS
To learn:
 Where Major Gifts fit in the overall
context of philanthropy
 Why donors -- of several distinct types -decide to offer their welcome support
 How to customize cultivation for the
individual donor
 How to make the “ask”
 How to follow up -- whether the initial
response is “yes” or “no”
Annual Giving

Any organized effort by a
gift-supported organization
to obtain gifts on a yearly
basis, usually to support
operations.
 Individuals
 Organizations
Roberta A. Healey
Major/Capital Giving
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Funds provided for buildings,
including construction and
equipment, endowment and
scholarship.
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Individuals
Organizations
Roberta A. Healey
Planned Giving

The integration of sound
personal, financial and
estate planning concepts
with the individual donor's
plans for lifetime
testamentary giving.
 Individuals
Roberta A. Healey
Pyramid of Giving
Planned
Gifts
Few
donors,
large gifts
Major Gifts
Smaller number of donors,
larger gifts
Annual Gifts
Large number of donors
gifts usually smaller
Original Pyramid of Giving – James M. Greenfield CFRE
Roberta A. Healey
Understanding Motivation
Identifying
Individual
Prospect and
Donor
Characteristics
Roberta A. Healey
External Environment: US
Societal Transformations

Longevity and Technology are
redefining community.
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Economic Instability
Increasing Cynicism
Bonds of Community Decreasing
Roberta A. Healey
Adult Generations in the US:
Booster Mature
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Feel they have earned the rewards of life
by hard work and careful planning
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Work is an unavoidable obligation
Look on the futures a rainy day to work for …
patient abut the time it takes to achieve
results
Education is a dream not a birthright
Tends to trust large traditional institutions
Security – Safety – Stability
“We”
“No Sweat”
Roberta A. Healey
Adult Generations in the US:
Boomer Midlife
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Feel entitled to the rewards of life
because they have earned them
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Work is an exciting adventure
Orientation to the present not the future.
Looks for tangible immediate outcomes
Education is a birthright
Limited trust in large traditional institutions
Identity – Personal Growth – Meaning –
Materialism
“Me”
“No Problem”
Roberta A. Healey
Adult Generations in the US:
Buster Young Adult

Defining idea is diversity … style is
entrepreneurial
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Feel entitled to rewards because they are
needed
Work is a difficult challenge … education is way
to get where you are going.
Future is uncertain but manageable
Large institutions are suspect and traditions
questionable
Identity – Relationships – Community
“Us”
“No Fear”
Roberta A. Healey
Seven Faces of Philanthropy
Jossey Bass, 1994: Russ Alan Prince and Karen Maru File
Communitarians
26%
Devouts
21%
Investor
15%
Socialite
11%
Repayers
10%
Altruist
9%
Dynasts
8%
Roberta A. Healey
Fitting it all together …
Roberta A. Healey
Prospect/Donor Characteristics
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Younger Prospect/Donor
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Specific goals and definite ideas
More likely to remain engaged with
project
Want to have an impact, support their
societal priorities
Augment estate, meet tax planning
goals
Seek leverage – require feedback
Roberta A. Healey
Cultivation Considerations
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Younger Prospect/Donor
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Straightforward approach
Explain financial benefits to donor
Emphasize investment strategies and
stewardship of gifts
Show how gift can help the family
establish its legacy
Roberta A. Healey
Prospect/Donor Characteristics
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Older Prospect/Donor
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Mission oriented
Loyal to charities that have been
helpful to their families
Want to do the right thing…support the
less fortunate and betterment of others
Seek security and immediate income
benefits
Focus on economic benefits
Roberta A. Healey
Cultivation Considerations
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Older Prospect/Donor
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Softer approach
Explain financial benefits and
contribution to the future stability of
charity.
Reinforce pride in doing something
good.
Show how to endow annual support
through a planned gift.
Roberta A. Healey
Customize the Cultivation
Conversation and the Gift Opportunity
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Booster
Boomer
Buster
Features
Benefits
Recognition
Roberta A. Healey
Making the Ask
and
Getting to Yes
Roberta A. Healey
The Big Moment – The Ask
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“We would like you to consider.”
“We only ask this of our top donors.”
“This gift is the cornerstone of the students’
(patient’s, client’s) future.”
We think you share the vision.”
“We don’t take this kind of request lightly – but
think you feel as passionately about this as we
do.”
“Your leadership investment will open doors and
pave the way for others to follow in your example
of generosity.
Roberta A. Healey
Give them time!
Short and sweet then say . . .
NOTHING!
Roberta A. Healey
To a fundraiser –
“No” ….
doesn’t mean “No”
“No” …
means -- “Not Yet”
Roberta A. Healey
Turning …
Stumbling Blocks
Into …
Building Blocks
Roberta A. Healey
Case # 1
That’s too much
money you’re
asking for.
Roberta A. Healey
Case # 1
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We only ask this of our top donors.
I hope you take that as a compliment.
Our intent was to make sure you were
among the first donors given an
opportunity to take a significant leadership
role in this project.
I hope you agree a gift like this is a once
in a lifetime opportunity. It will literally
transform the lives of many families for
generations to come.
You are but one of the very few people we
can turn to and ask for this very important
gift.
Roberta A. Healey
Case # 2
I’m not interested in
supporting the
______.
Roberta A. Healey
Case # 2
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We have been talking about this for a while and from
our previous conversations I thought you were
interested. Please share with me where your main
interest is today.
As you know, we are working on several major
program and physical improvements. Please tell me
which one is your priority interest today.
As you know, you and your family are very important
donors. We always want to hear your ideas and input.
Please tell me what programs you have the greatest
interest in supporting?
I am very grateful for your honesty. Can we talk for
a few minutes about the project you are most
interested in?
Roberta A. Healey
Case # 3
You flatter me, but
I’m not as wealthy as
Warren Buffett or Bill
Gates.
Roberta A. Healey
Case # 3
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We understand it is a very large amount –
and you are one of the few benefactors we
could ask to consider a leadership gift of this
size.
Is it the size of the gift or the fact that we
asked you now that seems most troubling?
I think you know your investment in this
project will pave the way for others to follow
your leadership and generosity.
I can only imagine the demands on your
financial resources. I believed from our
earlier conversations that you planned to
take a significant role in making this project
a reality.
Roberta A. Healey
Case # 4
I can’t give you
an answer now.
Roberta A. Healey
Case # 4
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We recognize that this is an important decision and we
certainly want you to take the time you need to consider
this gift opportunity. What can we provide to help you
consider your decision?
Knowing you need time to discuss this with ________
(whomever is significant in the decision), I hope you will
tell me your personal feelings and reactions about the gift
idea we just discussed.
I know you need to consider this together. What
questions do you have today that would help you get
started thinking about this?
I know you will spend a lot of time discussing this as you
make your decision. We hope you will keep in mind the
joy your gift will bring to all those people you have had
such an interest in for such a long time.
Roberta A. Healey
Stewardship Checklist
When the Answer is Yes
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Reconfirm the importance of the gift
Set date for next meeting/gift receipts
Discuss recognition and publicity: internal &
external
Schedule donor visit to your organization
Contact reports
Several thank yous: leadership, volunteers,
awardees
Call periodically to “check in”
Send articles about the gift
Invitations to events
Annual Reports
Cards: birthday, anniversary, etc.
Send progress updates – emphasize the
importance of the gift.
Roberta A. Healey
Success!
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Gifts meet your donor’s needs
and goals
Gifts meet your needs and goals
Everyone, especially you, is
well pleased!
Roberta A. Healey
Thank You


Robbe.healey@farrhealey.com
610-996-4650
Roberta A. Healey
STILL TO COME:
More Opportunities in this year’s Governance Matters Series
1 more webinar:
• 2/10 -- Train Your Trustees: Short Fundraising Exercises for Board Meetings
Irene McHenry and David Tomlin
3 Regional workshops
• 2/7 -- Friends School, Mullica Hill
• 4/4 -- Mary McDowell Center for Learning
• 4/18 -- San Francisco Friends School
Audio/video recordings at www.friendscouncil.org