Before You Ask, Do Your Homework

When considering a major-gifts ask, the concept of donor relationship management boils down to a highly personal study of potential donors' interests, behaviors, circumstance and capacity for giving. According to consultant Norman Olshansky, this information-gathering exercise is perhaps the most important step in preparing to make the ask. Among the information you need to uncover, Olshansky stresses:

• What are her/his interests?

• What have they contributed to previously?

• What is the largest gift they have ever given?

• Do they give individually or through their company or family foundation?

• Do they have a philanthropic fund with a local foundation? If so, how large is their fund?

• Are they candidates for estate planning and/or deferred gift discussions?

• Who are their key financial advisors?

• Have they recently sold a business or inherited significant resources?

• How is their business doing?

• Do they have a loved one who may be appropriate for memorializing or honoring with a gift?

• Are there other people who can be supportive with the solicitation who have special relationships with the prospect?

• What are the likely concerns the prospects might raise in the solicitation?

• Determine in advance what would be the best setting to conduct the initial meeting.

• Would it be helpful to have staff, or others participate in the solicitation?

• What materials, hand-outs or visuals would be helpful to have for the solicitation?

• Finally, establish a "rating" for the individual. How much should you ask them to consider as a gift?

Norman Olshansky is the president of NFP Consulting Resources, a Sarasota, Fla.-based consultancy.