We have been following the Benevon Model for years and are preparing for our Ask Event. One of our fundraising initiatives over the past year is increasing monthly recurring donors. How does this fit into the Ask event?
Beth in North Carolina
At the Ask Event, the first thing you are asking for are pledges to join your Multiple-Year Giving Society with a minimum gift of $1,000 pledged for five years. When you follow up with those donors within 48 hours of the Ask Event, you should be asking how they would like to pay their pledge. A monthly payment option may work very well for some of these donors, while others will want to make one payment annually.
The other option for giving at the Ask Event is the fill-in-the-blanks line, where donors can commit to any amount for any number of years. While follow-up with these donors isn’t required, we highly recommend calling anyone who makes a significant gift, especially if they have pledged for more than one year. You could absolutely ask these donors if they’d be interested in setting up their gift as a monthly donation when you make that follow-up call!
We don’t recommend stressing monthly giving as an option on the pledge card, as we have found too many options can lead donors to be confused or uncertain what the best giving option may be. Since your first priority is to bring donors into the Multiple-Year Giving Society, we wouldn’t want to steer them in another direction with the option of a monthly gift.
Think you already know what the Benevon Model is? Think again!
We have distilled five key metrics to ensure your success. Here’s the fifth one:
Minimum of 10% of Ask Event guests join the Multiple-Year Giving Society at one of the three giving levels
Answer these questions to see how your organization is doing at meeting this fifth key metric:
- Do you have three distinct five-year giving levels starting at $1,000 a year? Levels must be either $1,000, $5,000, and $10,000 or $1,000, $10,000, and $25,000 for five years. See Chapter 7 of The Benevon Model for Sustainable Funding: The Step-by-Step Guide to Getting it Right, Second Edition, to determine which of these two options to choose.
- Have you met Key Metric #3: have 100% of your Ask Event Table Captains been successful Ambassadors in the prior 12 months?
- Have you met Key Metric #4: will a minimum of 40% of your Ask Event guests have attended a private, Ambassador-hosted Point of Entry Event in the prior 12 months? Without a sufficient percentage of well-cultivated prior Point of Entry guests, you will not be able to meet Key Metric #5.
- How sizzling will your Ask Event program be? Will you paint a clear picture of the gap between where your organization is now and where you would like to be?
- Have you followed Benevon’s program format for your Ask Event, starting with a welcome from a board member, a short emotional element (song, poem, or prayer), a simple meal, a powerful Visionary Leader Talk, a moving seven-minute video, a live testimonial, and a succinct pitch following Benevon’s specific pitch script (see Chapter 15 of The Benevon Model for Sustainable Funding: The Step-by-Step Guide to Getting it Right, Second Edition)?
Many organizations exceed this Key Metric #5, but only if they have met Key Metrics #1-4!
It’s the New Year—time for fresh thinking, turning over that new leaf, tackling a nagging goal, and resolving to lick that annoying habit or problem once and for all. This is the perfect time to make your Benevon New Year’s resolutions!
What could you resolve to do in 2018 that will help you grow what you have been working so hard to build—and this time do it even better than before?
Here are nine resolutions you could adopt this year. These are taken from the top “mea culpa” mistakes we hear from our workshop alumni, because they know these are essential factors for long-term success with our model.
- We will hold at least two “sizzling” private Point of Entry Events per month for all twelve months of the year. Each private Point of Entry will be hosted and filled with ten or more guests by a volunteer Ambassador.
- I will ensure that the Follow-Up Calls are made to every Point of Entry guest within two to three days of the event. These calls will be made by a staff member who met and talked with the guest at the Point of Entry. Furthermore, all notes from the Follow-Up Calls will be entered into our database tracking system that is easy to use by everyone on the team.
- From these Follow-Up Calls, at least one guest from every Point of Entry Event will agree to become an Ambassador in the next three months. That is how we will know that our Point of Entry Events are “sizzling.”
- Every Table Captain at our Free One-Hour Ask Event will have been an Ambassador in the prior year.
- At least 40% of the guests at our Ask Event each year will have attended a Point of Entry Event in the prior twelve months.
- At least 10% of our 2018 Ask Event attendees will join our Multiple-Year Giving Society and our lowest Unit of Service will be $1,000 per year for five years.
- 100% of our board members will be donors (of any amount) to our organization.
- We will have at least two in-person or phone cultivation contacts with each of our Multiple-Year Giving Society Donors this year. In each of these contacts, we will have a real two-way dialog with each donor where they will feel they have been listened to—not just talked to.
- We will have at least two Free Feel-Good Cultivation Events this year, and at least 50% of our Multiple-Year Giving Society Donors will attend one of these events.
I’d recommend you post these prominently in your office as a friendly reminder of what you’re out to accomplish this year.
Happy 2018 everyone!