Steven Virgadamo conducts another in the series of professional development workshops for Catholic school administrators.

2. Archdiocese of Newark
Workshops
“I have been so many years collecting money for churches
and institutions of all kinds that I have come to the conclusion
that there is no way of getting it except by personal appeal to
those who have it, and that appeal the coming from the lips of
an enthusiastic speaker.”
Archbishop Patrick Riordan
Archbishop Of San Francisco, 1912
From Page 127 of The Catholic Philanthropic Tradition In America By Mary J. Oates

3. Archdiocese of Newark
Workshops
Opening
Questions
Presenting
Negotiating (overcoming objections)
Listening
Closing

4. Archdiocese of Newark
Workshops
Opening
- Greeting and introduction
- Questioning for common ground
- Winning credibility
- Getting attention - opening communication lines
- Safeguarding control of encounter
- Sizing up prospect
- Initial diagnosis
- Personal impact

5. Archdiocese of Newark
Workshops
Presentation
- Probing for motives
- Presenting the case - features and benefits
- Challenging reaction to case - questioning
- Listening and reflection
- Identify needs

6. Archdiocese of Newark
Workshops
Negotiating
- Mention expected commitment
- Separation of excuses from legitimate objections
- Acknowledging objections and reactions to roadblocks
- Challenging depth of objections
- Handling objections and reestablishing common
ground
- Decide on end of exchange
- Motivate for action

7. Archdiocese of Newark
Workshops
Closing
- Define expected results
- Assist in problem solving
- Restate commitment
- Ask for active participation

8. Archdiocese of Newark
Workshops
Ask OPEN-ENDED questions whenever possible.
Open-ended questions usually begin with “What” or “How.”
When you ask questions, LISTEN to the whole answer
Listen selectively, and then ask FOLLOW UP questions
about the parts of your prospect's previous answers you'd like to emphasize.
Ask FACT FINDING questions.
Ask FEELING questions to uncover
your prospect’s beliefs on issues related to education.
Ask REACTION questions.
Ask NEED questions (e.g. Have you considered the tax benefits?)
Always…Always…Always
prepare questions for each prospect IN ADVANCE!

9. Archdiocese of Newark
Workshops
How do you feel about…?
How would you describe the problem of _____ in our community?
What do you think we should be doing about ____?
If you had $1,000,000 to spend on improving
the quality of life in our community, what would you do with it?
In you opinion, what are the most important things we do?
Exactly what do you mean when you say _____?
I think the most important issue is _____. How do you feel about that?
Last year, you gave us $____. What made you donate to us?
How do you think your late husband would feel about this?
If you were in our position, what would be your next step?
Who else do you think would be interested in this project?

10. Archdiocese of Newark
Workshops
Talk about their role in a broad, general subject area.
Leadership gift
Memorial to the work of your family
“You can be a leader in this campaign.”
“We know you are a major philanthropist.”
Use the words “big,” “major” and “significant”
“For the campaign to be successful, we must have gifts in the
_______ range ”
“This problem takes millions...”
“The goal of this campaign is...

11. Archdiocese of Newark
Workshops
Solicitor represents the special/advanced gifts committee.
“We understand you are a major philanthropist.”
“You have been referred to us by one of our major
supporters.”
“We are seeking a select group of substantial givers.”
“Here is an opportunity for you to play a major role…..”
“This will be the most expensive lunch you've ever eaten.”
“We are here on serious business.”

12. Archdiocese of Newark
Workshops
“We are here to discuss your major role in…”
“You are a leader...”
“Start-up costs are high for this project,
but let's look at the long-term benefits.”
“What we really need now is a pacesetting gift...”
“We are here today to discuss a serious investment.”
“I'd like to give you the opportunity to immortalize
your name (or the name of your family).”
“I'd like to invite you to join our $10,000 club.”

13. Archdiocese of Newark
Workshops
“Wouldn't it be wonderful if we could...”
“I am sure we share this dream...”
“Wouldn't you like to encourage...”
“We'd like you to share...”
“Let me share with you...”
“We'd like you to know some
special inside information.”
“Confidentially, ...”
“Can you explain to me why...”
“Because of your past interest

14. Archdiocese of Newark
Workshops
Include drama
Include human interest.
Tell a story.
State a conflict, then show your donor how she/he can resolve it
through your organization.
Use vivid metaphors.
Use humor.
Appeal to senses and emotions.

15. Archdiocese of Newark
Workshops
Use action words.
Quote clients, other donors, famous people, or
authorities.
Use visuals and audiovisuals.
Talk about the great challenge you face together.
Emphasize the uniqueness of your program.
Emphasize the urgency when appropriate.
Leave something tangible with your prospect, so
your prospect will remember you.

16. Archdiocese of Newark
Workshops
Use minor point closings rather than asking outright.
Give two alternatives, never “yes” or “no.” (Would you like to
make a cash gift or gift of stock?)
Ask for more than you expect, and be prepared to negotiate
downward.
Don't give up after the first “no.”
Don't just ask for money. Ask for volunteer time, names of
other donor prospects, a commitment to solicit for you-and
then the gift.
Once you ask for the gift, be silent.
Explain the rule of thirds. Tell the prospect he is capable of
giving in the highest category. Ask him to.

17. Archdiocese of Newark
Workshops
Use minor point closings rather than asking outright.
Give two alternatives, never “yes” or “no.” (Would you like to
make a cash gift or gift of stock?)
Ask for more than you expect, and be prepared to negotiate
downward.
Don't give up after the first “no.”
Don't just ask for money. Ask for volunteer time, names of
other donor prospects, a commitment to solicit for you-and
then the gift.
Once you ask for the gift, be silent.
Explain the rule of thirds. Tell the prospect he is capable of
giving in the highest category. Ask him to.

18. Archdiocese of Newark
Workshops
- Diminish the objection by listening. If you don't listen, it inflates;
if you suppress the objection, it may burst like a balloon.
- Never let an objection lead to an argument.
- Avoid who is right – stress what is right.
- Compromise on minor objections to reach major goals.
- Handle objections as they come up – react positively
- Show respect for objections. “However…”
- Identify honest objections – respond with facts – try to ignore
excuses.
- Find common ground – “I, too, do not like…”
- Convert objection into a question.
- Question before you answer. Try to understand the why…

19. Archdiocese of Newark
Workshops
STEVEVEN VIRGADAMO
203-314-4850
svirgadamo@partnersinmission.org
http://www.slideshare.net/StevenVirgadamo