Solicitation 101
FUNDRAISING FUNDAMENTALS | 2023
Table of Contents
INTRODUCTION: HOW TO USE THIS RESOURCE .................................................................................................................................................. 3
CCS FUNDRAISING DIVERSITY EQUITY AND INCLUSION STATEMENT ............................................................................................ 3
THE NINE PRINCIPLES OF FUNDRAISING ..................................................................................................................................................................... 4
FUNDRAISING APPROACHES ................................................................................................................................................................................................... 5
ANNUAL GIVING AND MAJOR GIVING ............................................................................................................................................................................... 5
METHODS OF SOLICITATION .................................................................................................................................................................................................... 6
WHERE TO START? ............................................................................................................................................................................................................................. 8
DETERMINING THE RIGHT REQUEST AMOUNT ....................................................................................................................................................... 9
THE RATIONALE FOR A FORMAL SOLICITATION .................................................................................................................................................... 10
PREPARING FOR A SOLICITATION ........................................................................................................................................................................................ 11
FOUR STAGES OF AN EFFECTIVE SOLICITATION ................................................................................................................................................... 11
HANDLING THE RESPONSE ...................................................................................................................................................................................................... 13
CLOSING THE GIFT ............................................................................................................................................................................................................................ 14
SUMMARY & CHECKLIST ........................................................................................................................................................................................................... 14
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Introduction: How to Use This Resource
CCS is proud to present this Solicitation 101 Guidebook. For over 70 years, CCS has partnered with
nonprofit organizations to make a bigger impact—locally, nationally, and globally. Drawing on our
firm’s experience, we are excited to provide this quick reference guide for emerging individual
fundraising programs seeking to implement industry best practices. Within this book, leaders will
find resources to:
§ Provide an overview of how to seek financial support for your organization
§ Review the nine principles of fundraising
§ Identify common fundraising approaches and their function
§ How to effectively close a gift and maintain relationships with your donors
CCS Fundraising Diversity Equity and Inclusion Statement
CCS is committed to building and developing a global team of compassionate professionals that
reflects the world and communities in which we live. One where our employees – regardless of race,
color, religion, gender, gender identity or expression, sexual orientation, parental status, national
origin, different abilities, age, veteran status, or other invisible traits – are valued, are provided the
opportunities to contribute equally, and are rewarded equitably. We believe in the importance of
creating an equitable environment where everyone receives fair treatment, recognition for their
accomplishments, and equitable compensation. CCS will ensure that everyone has equal access to
leadership development and growth opportunities within the firm. We are committed to be a
workplace that supports our team members to achieve the highest level of success.
We know and exemplify that there is strength in diversity. We believe that building a fair, just, and
equitable world begins right here with us.
To fulfill this vision, we commit to taking specific, measurable actions to recruit talented
professionals and encourage retention, support professional development, respect, and learn from
all cultures, and create a vibrant community.
CREATING A VIBRANT CLIENT COMMUNITY
We strive to ensure that our commitment to diversity, equity, and inclusion is reflected in the
organizations and communities with which we partner. We know the importance of understanding
and addressing the unique needs specific to our client partners around the world.
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The Nine Principles of Fundraising
The purpose of this document is to provide an overview of seeking financial support for your
organization through gifts, large and small. Whether you have no donors, a small pool of nominal
annual supporters, or strong annual support and an emerging major gift program, this resource
should help you identify next steps to build or strengthen your individual giving program.
Before getting started, it might be helpful to familiarize yourself with some common fundraising
language. Below are two resources that provide an overview of key terms and definitions.
§ Glossary of Fundraising Terms (www.cfre.org)
§ 33 Fundraising Terms (www.themodernnonprofit.com)
As you dive into fundraising, knowing some basics of donor psychology can be helpful in crafting
strategy and enabling us to be confident fundraisers. Keep these nine key principles in mind while
fundraising.
1
People give to people, not
organizations
2
People give because they
are asked
3
90% of money comes from
10% of donors
4
People give to a worthy
cause
5
People give in relation to
who asks
6
Giving is contagious: big
gifts attract more support
7
Previous donors
are the best prospects
8
Stay upbeat and
remember to be bold
9
Personal visits result in
larger gifts
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Fundraising Approaches
The following illustration offers a general overview of common fundraising approaches, ranked by
the amount of time required. We suggest starting with annual gifts first.
Annual Giving and Major Giving
Annual giving is the gateway to individual giving, as the visual below suggests. It is the most
common way to engage new supporters and long-time supporters alike. As your fundraising efforts
grow, you might begin to seek larger gifts from a smaller group of individuals, referred to as major
gift prospects. Below, we have suggested some donor engagement methods for each level.
ANNUAL GIFTS
Solicit donors annually
through email/mail.
Time Commitment:
Take the time to craft
letters and create a
strategy to solicit and
upgrade annual gifts.
Email solicitations with
a link to online giving
will cost less and take
less time than mail.
MAJOR GIFTS
Cultivate meaningful
relationships with
donors and ask them
for a significant gift.
Time Commitment:
This will take multiple
conversations and
significant
strategizing, but for a
bigger gift!
GRANTS
Applying for funds by
writing a grant
application.
Time Commitment:
Writing the perfect
grant application can
take a lot of time and
success isn’t
guaranteed. Grant
applications are more
successful if you have
a personal connection
with the organization
or individual and have
had a conversation
before sending in your
application.
EVENTS
Host an event to raise
funds and steward
donors
Time Commitment:
Events can be a great
way to cultivate and
steward donors.
However, they can be
costly and greatly
offset the funds raised.
When hosting events
consider the event
costs compared to the
estimated funds raised.
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Regardless of the size of the gift you are seeking, you should always engage those closest to you first
as a way to build confidence and momentum.
Methods Of Solicitation
ONLINE GIVING
Your organization's website is most likely your first line of communication with prospective and
current donors. The digital landscape is transforming how organizations connect with, engage, and
activate their audience. Therefore, your website and social media presence is a vital element of your
communication and fundraising strategy.
The Blackbaud Institute’s 2020 Charitable Giving Report highlights key giving data from 8,833
nonprofit organizations in the U.S. totaling $40.7 billion in fundraising revenue.
The data reflects giving during an unprecedented year in philanthropy, as organizations responded
to a global pandemic, a widespread reckoning with racial and social injustice, and a polarized
political environment.
The findings? The year 2020 signified tremendous growth in online giving.
MAJOR
GIFT
PROSPECTS
LOYAL ANNUAL
SUPPORTERS
NEW DONORS
& BROADER PUBLIC
Engagement Methods
Direct mail/email
Social media
Phone-a-thon
Letter writing campaign
Online/print marketing
Generic message
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§ In 2020, 12.9% of total fundraising came from online giving. This is the highest percentage in
history for online giving and marks an important milestone in philanthropy.
§ Online giving grew by 20.7% compared to 2019. Taking a more longitudinal three-year view of
fundraising from the same organizations revealed a whopping 32.4% increase in online
giving.
Therefore, it is a no-brainer that your organization should prioritize making your website easy to
navigate and safe to monetarily support your cause through a donation page. There are several
online donation services that can help manage this for your organization. Once you have set up a
donation page, very little management is needed. Below are three tips to maximize your digital
giving toolkit:
§ Click Here to Donate. Your “DONATE” button should stand out prominently on your website
and digital platform. This should be the first thing donors see when they visit your
homepage. The donate button offers a clear and compelling way for people to act now. Make
it big, bold, and bright. Once donors click to donate, it should be as easy and seamless as
possible for them to make a gift online. Your gift processing form should be clear and
simple to navigate on both a computer and mobile device.
§ Consistent Messaging. Ensure consistent communication across your platforms. Your
digital presence must reflect a cohesive organizational brand and message that resonates
with supporters, yet it should also be tailored to each platform and the distinct audience
you seek to engage. What are you trying to communicate, and how will your call to action
look differently on a computer versus a mobile device?
§ Streamline Operational Activity. Mobile-friendly websites, social media, and online
donation forms should work together seamlessly to maximize a donor’s giving experience.
Make sure you have the infrastructure and processes in place to manage a high volume of
mobile transactions and regularly test your platforms to ensure optimization.
DIRECT MAIL
Direct mail is a term used to describe letters or emails sent to prospective donors asking them to
give a specific amount. A letter should include a space for donor’s contact information (ideally
merged in by the organization) and suggested giving levels based on donor’s previous giving. An
email will include a link to your giving website.
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In your letter or email, it is important to focus on stories, not just statistics. Including the human
element is very important. You want your message to be emotionally moving and written in short
paragraphs that recipients can read through quickly. The focus should be on the donor (liberal use
of the word “you” is impactful) and the difference their giving can make. Use formatting to your
advantage – highlighting, underlining, and bolding key sentences or phrases can help draw your
reader’s attention where you need it. This includes the request! Be sure to ask for a specific amount,
based on previous giving. (E.g., “Your gift of $25, $50, or even $100 today can help to…”)
PHONE CALLS
Strategically placed phone calls to prospects – especially those who have supported you in the past
– can be especially impactful. Always prepare a script! It should be short and conversational, and
always follow a mailing or email. Thank the prospect for their previous giving and/or interest in your
organization (you got their phone number somehow!), and ask them what drew them to your
organization, if you don’t already know. Giving prospects an opportunity to give you feedback or
insight as to who they are as a donor will be helpful in the future. Always keep good notes! Be
prepared with a story of recent impact, and your request sentence. Always ask for a specific gift!
MAJOR GIFTS
Major gifts are the largest gifts an organization receives. A major gift will vary from nonprofit to
nonprofit and depend on the past and average gifts you receive as well as the size of your
organization.
Studies from the Association of Fundraising Professionals have shown that, on average, over 88% of
all funds come from just 12% of donors. Given the transformational impact of these big gifts, it’s clear
to see why they have become a priority for many thriving organizations.
Where To Start?
1. Review your stewardship process: A well-organized thank you process is imperative to
sustaining fundraising success. Sit down with your team to make sure everyone understands
their roles in the stewardship process.
2. Review the accuracy of your donor information: Is your team inputting information correctly
and consistently? Everything from donor information to gift details needs to be entered properly
to ensure credible reporting, data review, and development of future strategy.
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3. Identify your top 10 prospects: Determine which of your donors meet the golden trifecta:
strong past giving, current affinity to your organization, and accessibility to a member of your
fundraising team. Those who meet these three criteria are your most promising donors. If you
don’t have a top ten, start with top five – or top two!
4. Make an individual plan for each of your top 10: Each donor has unique characteristics and
needs. Create a plan for each donor which reflects their place in your donor pipeline and map out
how you will get them to a gift request. Honoring where donors are in your pipeline will allow you
to have an authentic and honest conversation about how they want to be cultivated and how
realistic their potential support will be.
Determining The Right Request Amount
When determining the appropriate ask amount, it is important to balance your needs and what is
right for the prospect. Consider the following when making this decision:
WHAT IS THE PROSPECT'S GIVING HISTORY?
§ Previous nonprofit donations – Past gifts to your nonprofit are the best predictors of future
major gift prospects. Donations to similar nonprofits also indicate prospects who may be
apt to give to you.
§ Political gifts – Donations to political campaigns and causes demonstrate an affinity for
prospects to give to the causes they care about.
WHAT DO YOU KNOW ABOUT THEIR WEALTH?
§ Nonprofit service – Prospects who serve on nonprofit boards and foundations not only tend
to have resources, but they know the needs of nonprofits and may be more inclined to give.
§ Real estate ownership – The monetary value of real estate is a wealth predictor,
demonstrating a prospect’s capacity to give, so you can formulate more accurate ask
amounts.
§ Employer info – Many prospects work for employers that offer matching gift programs, some
of which are interestingly unique. Focusing on matching gift eligible employees can result
in doubled donations, which can be an added boost to your fundraising campaigns.
§ Stock transactions – Another wealth predictor, you’ll know what prospects invest in and how
much.
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§ Personal information – Glean basic contact info, marital status, hobbies, and other personal
data that can make fundraising easier.
WHAT ARE THEIR OTHER CURRENT FINANCIAL RESPONSIBILITIES?
§ Children in college – Especially for big gift prospects with children, it is likely that at some
point they will be paying at least partially for their child's education which could impact
their giving potential.
§ A child's wedding or other life events – Consider other expensive life events that the
prospect might have going on that year.
§ Any major career, lifestyle, or health changes – Always be aware of major changes in
the prospects personal or professional life that may strain their resources.
The Rationale for a Formal Solicitation
1. Gifts are significantly larger (more than two times alternative approaches).
2. Participation rates are considerably higher (more than double other means).
3. Gift decision timelines are measurably shorter (less than half other methods).
4. Prospects are educated and relevant questions/issues are explored and addressed in a timely
manner.
5. Private conversations foster a discussion of personal matters and finances.
6. Giving considerations are tailored for individual situations.
7. Stronger relationships and personal connections are sustained.
8. Personal visits allow the solicitor to appropriately thank the donor
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Preparing for a Solicitation
For the best chance of success, make sure you and your team are well prepared for your
solicitations. Some key considerations are the solicitation team, prospect strategy, and materials.
Don’t forget to practice making the ask!
TEAM
STRATEGY
MATERIALS
PRACTICE
Who is the “best”
solicitor?
Who can influence the
gift-making decision?
Who should be present
at the solicitation?
What is the right
request amount?
What is the prospect’s
giving history?
What aspect of the case
would appeal to the
prospect?
What is the impact of
the prospect’s gift?
What gift recognition
should be presented?
(Pre/Post)
Case for Support
Request Letter
Personalized
Solicitation Proposal
Prospect Profile
Solicitation Strategy
Recognition
Opportunities
Prepare a script the ask
Rehearse and role play
Anticipate possible
objections and
responses
Decide who says and
does what
Determine what
materials to bring to
the prospect
Four Stages of an Effective Solicitation
If you are unsure of how a solicitation visit generally goes, refer to the table below. This won’t be your
first visit with the prospect, but you can ease into the conversations by thanking them for their time
and reminding them of why their involvement would be crucial to your organization.
STAGE
OBJECTIVE
LANGUAGE
% OF
VISIT
Opening
Remarks
Make the prospect
comfortable and identify
the purpose of the visit.
I asked to meet with you to…
§ Explain how important this project is
§ Talk to you about how you may help
us at this point
10%
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Making the
Case for
Philanthropic
Support
Explain the “what” and
“why” of your organization.
Specifically, what we are
doing and why we are
doing it.
§ This is a defining moment for our city
and our organization.
§ The initiative is a big part of this plan.
§ Emphasize case elements that are
important to the prospect.
60%
Asking for
the Gift
Verbalize the gift request –
remain silent and wait for
the prospect to respond.
§ Would you consider a gift of $X?
§ We are asking you to consider a
transformational gift of that will
enable us to ___.
20%
Handling the
Prospect’s
Response
Answer any questions in a
way that induces the
prospect to increase the
likelihood of making a gift
at the requested level.
Yes
Thank you! We will follow up to
finalize everything. The office
will contact you to follow-up in
the coming days…
10%
I need
more time
Absolutely, let’s meet/speak
again at the end of next week.
I will give,
but less
than
requested:
I want to thank you for the
generous offer and let you know
that I did not expect a decision
today. I just wanted to take the
time to explain how important
this moment is to the future of
our city, and how important gifts
at this level are.
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Handling The Response
It might feel like the ask is over when you make your formal request, but handling a prospects
response tactfully is crucial. Below we’ve outlined some additional language to help.
WHEN THE
PROSPECT…
THE SOLICITER MAY REPLY WITH…
Agrees to the Gift
Request
§ Thank you so much! That is a generous commitment.
§ May I ask you to sign the pledge agreement?
§ I will send you a pledge agreement for your signature.
Agrees to a
Greater Amount
§ Same as above, but with a bigger smile!
Asks for More
Time to Consider
§ May I call you in a week to check-in?
§ Are there any additional questions I may answer for you?
Offers Less than
Requested
§ Emphasize one or all of the following:
§ Would you like more time to consider the request?
§ Your commitment will significantly influence others to do the same.
§ We need you to be included among those leaders mentioned earlier.
Offers
Considerably Less
than Requested
§ Do you have a concern that we can resolve?
§ May I ask you to review the proposal and these materials? I will call
you in a week to answer all your questions.
§ Can we re-visit our request at a later and better time?
Refuses
§ Indicate your disappointment-pleasantly.
§ May I ask you to review the proposal and these materials? I will call
you in a week to answer all your questions.
§ Thank you for your time.
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Closing The Gift
Closing the gift means getting a firm answer to your request: “yes” or “no”. Do not leave the
solicitation meeting without a mutually agreed-upon next step:
§ Deadline for the prospect’s answer or a date for the next meeting.
§ Date you will supply the prospect with additional information.
24- 48 HOURS
1 WEEK
ONGOING
§ Send personalized thank you note
§ Confirm importance of gift, initiative, and prospect
§ Call/visit prospect for follow up discussion
§ Provide information as promised
§ Confirm urgency with important upcoming dates (board meetings, events, etc.)
§ Send additional materials: letter of intent/pledge form, organization news
§ Engage peers and special friends to follow up with the prospective donor
§ Invite to special events or tours
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Summary & Checklist
Before you head out the door to meet your prospect, review the following checklist for success:
CASE FOR SUPPORT
THE ASK
AFTER THE ASK
Use solicitation deck
Tell a story, make it personal
Share organizational
background
Keep moving, don’t get bogged
down
Speak specifically about what
appeals to you
Maintain a positive approach
Highlight the opportunity
The most important part of the
solicitation meeting
Do not apologize for asking
Be clear, honest, and deliberate
Verbalize the specific dollar
amount requested
Key Phrases
Would you consider a gift of $X?
We are asking you to consider a
transformational gift that will
enable us to ___.
Be silent and wait for response
Allow your prospect to process
the request
Let the prospect speak first after
the ask has been made
Do not interrupt
Listen to the prospect’s
response
Clarify any concerns the
prospect raises