An unmissable stewardship idea
One for your multi-year donors
This week…
…we promise not to mention the weather or to ask you if you are ‘keeping well in this heat’.
For all our non-UK based readers, it’s standard to start every email with a comment about the weather if for some reason the weather is in any way notable.
It’s just a weird thing we do over here ok.
A few pics from recent goings on in our world, from top left, going clockwise:
The boy (who thinks he’s a gangsta but he absolutely isn’t) setting up a game of chess to accompany his Blueberry Matcha and Rhubarb French Toast.
Scout enjoying the view of the Plymouth Sound from Jennycliff
Small girl (prob shouldn’t call her that any more…) spent a few weeks rehearsing for her Grade 5 piano exam. Evidence that music tames even the wildest of beasts.
We went to Cake Box. Damn it’s good.
Last month in the Nest Egg…
we explored all things cultivation, stewardship, relationship building.
What a ride it was! Here’s what you may have missed:
And for paying subscribers?
Lucky for you lot, the fun continues into July, with a look at Giving Circles vs Mid-Value Programmes, plus a whole library of strategic questions to ask your donors at each stage (from that first meeting, to the point of asking for the big gift).
We’ll also be publishing all your brilliant recommendations for your favourite training and development resources.
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We’re so grateful to you all,
Tony and Caroline
An unmissable stewardship idea
by Caroline Danks
This is a tip I picked up from Bill Bruty. Any of you who have done his Skilled Grantseeker Programme may recognise it (highly recommend all of Bill’s courses for trust fundraisers at all levels – they’re the gold standard).
It’s a genius tactic because it:
a) encourages great stewardship and authentic connection with your supporters
b) it raises more money
So a double whammy then.
What’s the big idea?
It’s the idea of testing a donor’s commitment by asking for an additional, albeit smaller contribution during the final year of a multi-year gift.
Bill’s advice (as I recall, it was a loooong time ago) was to ask for a top-up contribution of around 10% of the annual amount.
For example, £2,000 on top of £20,000 already paid / pledged for the third time (in the case of a three year grant).
The ‘test gift’ in action
Back in 2014, we had a winter of storms. Devon and Cornwall (where I live) was hit hard. You may remember this image of the train tracks in Dawlish left hanging as the ground underneath them was completely washed away.
It was quite dramatic. I worked for the National Trust at the time and the damage to our coastal properties was significant.
Two of our donors, a couple who walked the coast regularly and were passionate about making the South West Coast Path accessible for people with disabilities were in year 3 of a 3 year commitment.
The storms hit and the steps to one of the National Trust’s most visited beaches were washed away.
So, I asked them to fund the costs of repair.
This felt like a very easy ask in many ways, it was closely connected with their interests and felt like a natural extension of their existing commitment. As the storms had been all over the news, there was no denying that the money was needed.
In fact, in this instance, they might have been offended if I hadn’t at least got in touch.
They were very pleased to have a phone call from me, letting them know the extent of the damage* and agreed to the ‘top up’ gift I asked for.
*Side note, do tell your donors when things aren’t going well, as well as when they are. Everyone will benefit so much more if you recognise your donors as genuine partners in your mission whose opinions are valued just as much as their financial contributions.
Why this is a good idea?
It tests a donor’s loyalty / passion for the cause
It helps you to better understand whether spontaneity is a part of how they like to give (or whether they’re unable / unwilling to venture outside of their planned giving).
You can explore the potential for their interest in your cause beyond the project they’re currently supporting – what else might they like to fund?
It builds the relationship between you and the supporter
It gives you an opportunity to practise asking in a low stakes way
Tips for pitching it right
Don’t go in cold. Make sure you’re asking a donor you’ve spoken to and / or met at least once before
Ensure your ask is genuine i.e. make sure the thing you’re asking them to support is truly needed and that you can spend the money as promised. This shouldn’t be a ‘commitment test’ for the sake of it – it needs to be authentic.
As with all asking, stay calm. Don’t talk too much during the conversation. Let them think and respond.
All asks are better done face to face or over the phone. If you have to email - ask them when suits for a call / coffee.
Get to the point. Don’t labour the niceties.
If your donor says no, reassure them that’s absolutely fine and that you understand their reasons. Use the conversation as an opportunity to reiterate your thanks for their support and that you can’t wait to share more updates in the near future.
Do you have any donors in the final year of a multi year gift?
Can you ask for a small top up gift?
Give it a try and let us know how it goes!