Q: Currently we invite individuals to come on a tour of our regional clinic and then invite them to a small benefit dinner, where they are asked to consider monthly support of the ministry. A tour is also conducted during this event, which is also held onsite.
Many of the people I contact are busy professionals and not always available to do both a tour and a dinner (which of course we try to schedule within just a few weeks of their initial tour).
How crucial do you think it is to get them to the initial tour prior to the tour included in the dinner?
Linda in Virginia
In the Benevon Model, your goal is to have all of your Ask Event guests attend a Point of Entry prior to being asked to give.
The Point of Entry is—very intentionally—the first step of the model. Rather than happening after someone has been asked to give, the true Point of Entry—one that is hosted by an Ambassador who brings a group of ten or more people to a private, invitation-only event that they are hosting—gives people a powerful initial experience of your mission and lets them control the flow of their ongoing engagement with your organization.
Rather than having your small dinners, where many guests are asked to give before they have attended a Point of Entry, our model would have you asking your biggest supporters (e.g., prior Table Captains) to serve as volunteer Ambassadors by hosting their own Point of Entry Events.
In the follow-up phone calls, you can find out if their guests are interested in your work and how they’d like to be involved. Stress your need for more Ambassadors (both at the Point of Entry and in the follow-up) and ask if they have a group of people they’d like to bring together to learn more about your work. Whether or not they choose to be an Ambassador, you will find out how they want to personally be involved in your work going forward and get them engaged.
You can ask people to invest in your work one-on-one whenever the time is right. Or, if you have held many Points of Entry, hosted by Ambassadors, you can put on a larger Ask Event where you ask people for money. In either scenario, we recommend asking people to join your Multiple-Year Giving Society, pledging to contribute a minimum of $1,000 a year for five years. This can be fulfilled through a monthly pledge (similar to what you are doing) but more importantly asks donors to commit to supporting your work long-term, not just for six months or a year.
This sounds quite different from how you’ve been doing it but would be following the Benevon Model.