When most of us think about asking someone for a major gift, we tend to jump right to the question. We think of Development as meeting a partner and asking them to give, much like we do during a support appointment. As you take a partner through the Major Partner Cycle, though, you’ll see that there are actually Four Asks along the way, and it’s not until the fourth that you’ll actually broach the topic of money.
ASK #1 - DISCOVERY
This Ask will come at the end of your first ever appointment with the partner. Before the appointment, you’ve identified them as a viable prospect and researched to know what you can expect heading into the meeting. This comes just before the Evaluation phase of the Major Partner Cycle, so their response to the first Ask is the last information you’ll get before choosing whether or not they have the appropriate capacity & inclination to give a major gift.
For this reason, the Discovery Ask gives the partner a chance to opt in or out regarding future partnership with Cru. It doesn’t always sound the same, but some great questions to pose as your Discovery Ask are:
Do you see a future with Cru?
What would you like to accomplish with your money that would be most meaningful for you?
Would you like me to contact you about opportunities to get more involved with Cru?
ASK #2 - ENGAGEMENT
Assuming that the partner responded positively to the first Ask and you’ve determined that they possess an appropriate capacity and inclination for partnership, your next major contact with the partner will be for the Engagement Ask. This request is just what it sounds like; you’re asking, “Would you like to participate in (upcoming event)?”
The event that you’re inviting them to be involved with will first just be a passive engagement where all that’s required is that they attend and observe. It could be a Vision Dinner, campus outreach, small group, or other ministry activity. If they have prior exposure to the ministry of Cru, you will transition to asking for an active engagement where they are being asked to participate and be a part of the actual event.
Whatever opportunity that’s presented to them, it should be in their with their individual, personalized interests (which you’ve learned through your research and appointment).
ASK #3 - PERMISSION
Once you have completed the Cultivation stage of the Major Partner Cycle, you will begin looking to evolve toward the next step of Solicitation. But before we make that shift, we actually ask for Permission to make the transition.
During the Permission Ask, you simply ask the partner if they would consider a proposal to give a gift. At this point, it will feel completely natural for you and the partner to progress into this discussion because you have a personal relationship and they’ve had personal involvement in the ministry of Cru. Their inclination has grown over time and they are now most likely very excited about the idea of partnering with Cru in a financial way.
There are, however, understandable reasons why the partner may say no and wish to stay in the Cultivation stage. Those reasons could be financial, theological, philosophical, or practice. Assuming that they do give permission for you to put a proposal in front of them, you’ll move on to the fourth ask.
ASK #4 - FINANCIAL
Like we said, the fourth ask is usually the first one that people think of when they consider major partner work. This is finally the Financial Ask, where you present a personalized proposal and ask the partner to consider giving a significant financial gift.
For more on asking for the gift and the Major Partner Cycle, be sure to visit www.teamgold.co/Training