Five Moons in Alignment

Success in preparing for solicitation of a major gift prospect is dependent on seeking answers to five key questions.

Five variables which need special focus and attention.  Each of these questions can be considered a ‘moon’ that you trying to get into alignment, as you prepare for making your solicitation presentation.   As fundraisers, we are trying to seek clarification around each of these questions, seeking as solid as answer as possible so that we can maximize the chances of success when we present our ask.

So, what are these moons …

MOON #1:   The Project.  We need to be clear about what the desired project is that we are going to present to the donor prospect.  Have you identified his/her interests and passions?  Have you clearly researched and articulated the ‘case’ which you plan to present?

MOON #2:  The Amount.  How much are you going to ask for?  Presenting a specific number is important for the prospective donor to react to.  Have you sufficiently researched the appropriate giving threshold?  Is is large enough to be a ‘stretch gift’, yet realistic enough or the prospect to say “yes” to?

MOON #3:  The Timing.  Just when ‘is’ the best time to present an ask?  Has there been a change in the prospects life?  Has he/she had a significant life-changing event?  A retirement?  Sale of a business?  Have you given thought to when your ask would be best received?

MOON #4:  The Ask Team.  So who will be on your ask team?  Identifying the best team (or person) to make the solicitation is important to maximizing the potential for success.  Who has influence over the prospect?  Do you need a ‘subject matter expert’ when making your ask?  Who will actually deliver the ask?

MOON #5:  Who will be Asked.  While the answer to this question may seem obvious … after all, isn’t the prospective donor the person being asked?  But maybe you should be asking yourself if others should be in attendance?   Should the spouse be in the room?  Maybe not.  If this is a corporate ask, should the ask be presented locally, regionally, nationally?

Sometimes it is difficult to get complete answers to all five questions.  As hard as you might try through effective cultivation and research, you might not be able to get all five ‘moons’ into full alignment before an ask is ready to be made.  In this situation, knowing whether you should proceed to the ask with the information you have, or holding off and trying find more complete answers, is truly where ‘fundraising art’ meets ‘fundraising science’.  Experience will be your best guide in this situation, but for now, work hard to get solid answers to the five ‘moons’, and maximize your chances for success.