CALLED TO RENEW Our Family | Our Parish | Our Community
VISITATION GUIDE Visitation Guide
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1.
Introduction
Thank you for your willingness to be part of the Called to Renew campaign team for your parish. Your participation in this effort will play a critical role in the success of your parish campaign. As a member of the campaign committee, we ask you to do the outlined tasks:
1. ADVOCATE Be a positive voice for the campaign in your community
2. ATTEND Participate in one weekly meeting for the next 10-16 weeks
3. REACH OUT Personally invite fellow parishioners to participate in the campaign
4. MAKE A GIFT The primary goal of the campaign is to invite every Catholic household to prayerfully consider supporting the campaign; this invitation begins with you
The following guide has been prepared to assist parish leadership and Ambassadors in presenting the case for support during personal visits with fellow parishioners.
The essential components of a successful campaign invitation include: 1. Preparation 2. Scheduling the visit 3. Conducting the visit 4. Handling the response 5. Following up
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Introduction
1.
A Personal Approach: Whether preparing to meet with a parishioner for the first time, or closing a gift through a follow up meeting, there are time-proven principles of successful fundraising that should always be remembered. They can be summarized in the following points: •
People are generous.
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People give because they are asked.
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People do not just give to causes; they give to people with causes.
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People respond best to specific gift requests.
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People respond positively to successful endeavors – giving is contagious.
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Previous donors are your best prospects.
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People give to causes they perceive to be personally relevant, urgent, and important.
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Why Personal Visits? Personal visits are an essential part of the Called to Renew campaign. In any fundraising effort, the ability to raise gifts early in the process is critical to the outcome of the campaign. Personal visits are the most effective way to educate individuals, invite their participation, and receive a timely decision about their willingness to support.
Personal Visits
1. Provide significant funds toward our campaign goal 2. Set a pace for giving 3. Inspire confidence 4. Build leadership
5. Lend credibility to the case 6. Create momentum 7. Attract others to give 8. Ensure a successful campaign
While fundraising may be a combination of art and science, there is a proven method for securing gifts. Outlined on the following pages is a step-by-step process that, when implemented appropriately, will lead to a higher rate of participation and, subsequently, a successful campaign.
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3.
Preparation Being well prepared to present the case for support is the first key to success. It is important to remember that people give to people, more than to causes. This means that the approach of an Ambassador is pivotal to securing support.
Remember: Be enthusiastic! Be cheerful! Be confident!
Develop a Positive Attitude Consider fully what this campaign can mean for your parish and the greater Catholic community in Southern California. Successfully presenting the case for support relies on your ability to enthusiastically and credibly communicate the importance of this endeavor. We need to prepare our case carefully and present it without apology. Keep in mind that this is your parish and you are visiting people who already faithfully support the Church. The case for support you are representing is worthwhile and relevant!
Know the Case Before making the first phone call to schedule an appointment, review all campaign materials – especially this guide and the campaign brochure. You should be familiar enough with these materials to answer simple questions about the campaign.
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3.
Preparation
Make Your Own Gift First An important step before asking anyone else to consider a pledge to the campaign is to first make your own financial commitment. Your credibility as an advocate for the campaign is best demonstrated through your own personal commitment. You will also be more comfortable asking others to consider a sacrificial gift, as you will be able to talk about the reasons for your own sacrifice.
Begin with Those Families Most Likely to Make a Pledge The families you will be visiting during this phase of the campaign have been selected based on their commitment to the parish. They represent some of the most active and generous families in our community. In selecting families to visit, you should look for people you know best. This will make the process of scheduling visits easier and more fun.
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4.
Scheduling the Visit Before you call, a letter will be sent from your pastor to each family you are visiting. This letter will announce the campaign and alert the family that he or an Ambassador will be reaching out to arrange a visit. The letter asks families to receive this call with an open heart and mind. Before placing the call to schedule the appointment, you should identify two days and times when you are available to meet with the family.
Sample Script: “Hello, my name is (your name). I am a fellow parishioner at (parish name). I am calling on behalf of (pastor name) regarding the Called to Renew campaign. Father asked me to personally follow up with you to discuss our parish’s participation in greater detail.” “This campaign is incredibly important to our parish, and it is very important that everyone gets accurate information. I would like to meet with you in person to share more details about the campaign, answer any questions you may have, and talk about the possibility of your support. Can we get together for about 45 minutes this week? I am available on (day) at (time) or (day) at (time). Do either of those times work for you?”
KEY POINTS •
Your only goal during the phone call is to schedule a meeting.
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Avoid discussing details of the case for support over the phone.
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Be genuine and sincere, and convinced of the importance of your efforts.
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Don’t forget to invite the spouse to the meeting.
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Address common obstacles.
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Suggest specific times to meet.
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5.
Common Obstacles to Scheduling a Visit
1. The “Cut to the Chase; How Much?”
When you call to schedule a visit, some prospective donors may ask immediately on the phone, “How much do you want?” The best response is something like this:
Say: “It’s not just money we want to talk to you about – there’s a lot going on at the parish and throughout the archdiocese that I think might interest you. Let’s talk about it when we meet and I’ll have all the details then.”
2. The “I Don’t Need a Meeting.”
Some people may insist a meeting is unnecessary. They may prompt a discussion of details over the phone or ask you to just mail the materials. As much as possible, avoid a detailed phone conversation or mailing the materials until you’ve had a chance to put your best foot forward in person. The best response in this situation is to say something like this:
Say: “This is too important to discuss over the phone. I have several pieces of printed material here for you that would better help explain what is happening. I couldn’t do it justice on the phone.”
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Common Obstacles to Scheduling a Visit
3. The “Be Forewarned, I’m Not Going to Give Much.”
Some individuals will strive to lower any expectations of what they can contribute financially or insist that because they are not going to contribute much, a meeting is unnecessary. However, because of the magnitude of this undertaking and what it means for the parish, a meeting is always necessary - especially with people who have concerns or objections. Remember, your goal is to meet face-to-face. The best response is something like this:
Say: “All I ask is for a chance to meet with you and make sure you have accurate information about the campaign. Of course, I hope once you hear the details you will understand the significance of this project and will consider making a gift that is meaningful to you. Our parish is grateful for any support you may be able to give.”
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Conducting the Actual Visit
Setting the Stage: When visiting with families, it is essential that the proper setting be created for the presentation of the case for support. We recommend conducting the visit in a quiet place. You may want to suggest the donor’s home or the parish. It is recommended that the presentation and gift request be conducted with a great deal of sincerity. Do not rush the conversation or make it part of an, “Oh, by the way,” conversation. If a meal is involved, we recommend the conversation take place before, or afterward, but urge you to avoid making the presentation during the meal. This is an important conversation. It is critical that you respect the importance of the campaign, the magnitude of the request for support, and what it means for the archdiocese and your parish.
OPENING REMARKS Start with small talk; express your gratitude for the meeting. To encourage a more focused discussion about the campaign, explain your own involvement and share your enthusiasm. This time should be used to learn more about the person(s) you are visiting, their involvement in the parish, and/or the archdiocese.
CONVERSATION STARTERS •
“How long have you been a member of our parish?”
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“Which Mass do you attend?”
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“Are you involved in any ministries or programs?”
After a few minutes, it will be a natural transition to begin talking specifically about how the campaign will benefit your parish and all parishes throughout the archdiocese.
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Conducting the Actual Visit
Presenting the Case for Support The direct approach is the best approach. Presenting the case for support is 50% listening and 50% sharing the story. When it seems appropriate, you might begin the presentation by saying something like:
“Joe and Mary, I am glad that we could get together because I have a very exciting and important matter to discuss with you concerning plans for the future of our parish and the archdiocese. I would like to take a moment to tell you where we are and what we hope to accomplish in the years ahead. I would also like to discuss how you personally might be a part of this, but first, let me discuss our situation…”
Share the vision; the gift will follow. You are asking for a substantial financial commitment because this campaign will have an impact on the parish for generations to come. The success of the campaign will provide funding to address many of the critical needs of the parish. The purpose of your visit is to share these plans for the future, and to invite your fellow parishioners to play a key role in making this vision a reality.
TALKING POINTS •
Here at (parish) we need to… [explain the specific parish case items].
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Most of the churches and schools within the archdiocese were built more than 60 years ago and are need of many repairs.
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In addition to the many facility needs, we need to provide for the education and training of our future priests and the on-going spiritual needs of our current priests.
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We also dream of expanding our ministries – in particular, the programs for the sick and dying, and the restorative justice ministry.
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Finally, we need to invest in future generations of faithful by providing scholarship support to families seeking a strong Catholic education for their children, enhancing religious education programs for children to adults, and expanding our presence on college campuses throughout the archdiocese.
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Conducting the Actual Visit
Making the Request for Support This should be treated as an invitation, not a solicitation. The gift request should be presented as an invitation to a good friend. While we do not know what anyone can give, we do want to inform our fellow parishioners of the plans for our parish and the archdiocese, and invite them to consider a specific request for support.
It might be possible that we have asked for too little, or, perhaps, we have asked for too much. You should simply make the donor aware of the significant needs and encourage him or her to reflect on the campaign with an attitude of sacrificial giving.
“Joe and Mary, while I do not know your financial situation, I know we need every family in the parish to help if we are to reach our goal. On behalf of Archbishop Gomez and (pastor), I ask that you prayerfully consider a gift of $200 each month for a period of five years for a total gift commitment of $12,000. Is this something you can consider?�
REMEMBER:
Stop Talking and Wait for a Response
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7.
Handling the Response
While each of us will employ our own unique style in presenting the various case components, the donors you visit will generally respond to the request for support in one of five ways:
Response 1:
“$12,000 over five years? Sure, we can pledge that amount.”
First, thank the family for their generosity. Then help them fill out the pledge form.
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Ask them to consider the suggested 10% initial payment (while an initial payment is not required, it will help us to start projects sooner). We can accept checks, direct debit, and credit/debit cards for initial payments. Checks should be made out to: Called to Renew.
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Fill out the total gift amount, and check the appropriate payment schedule (monthly, quarterly, or annually).
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Ask if they are interested in making future payments using direct debit or credit/debit card. This will significantly reduce postage and printing costs providing more money to support our projects. Fill out the front and back of the electronic payment card and place in envelope provided.
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If they are interested in making payments using another method such as stock transfer or IRA distribution, let them know that someone from the archdiocesan Planned Giving Office will contact them for further assistance.
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Don’t forget to have them sign the pledge form.
Thank them again for their time and generosity. Bring the pledge form along with the initial payment (and electronic payment envelope, if used) to the weekly report meeting.
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Response 2:
“We want to help, but we really need some time to think about the request.”
If prospective donors are truly being challenged to make a contribution that is both significant and sacrificial, a great deal of thought is probably necessary. In fact, this response is the one that you will probably hear most frequently during your visits. When responding to their request for more time, it is important to leave on positive terms and schedule a follow-up visit within the next seven days. For example, you might say:
Say:
“I’m glad you want to help, and I know this is a big decision. Why don’t you take some time to talk about this and pray about it, and let’s meet again for a few minutes Friday morning.”
Scheduling a specific time to meet again is extremely important and will save you a considerable amount of time making additional phone calls to coordinate the follow-up visit.
Response 3:
“We couldn’t possibly give that much – would you settle for a check for $1,000?”
The goal of this visit is not to secure a gift; rather, the goal is to present the case, make a specific request for support, and encourage potential donors to carefully consider a gift at a sacrificial level. You should not be looking for a “yes” or a “no” right now – encourage the donor to talk the gift over with his or her spouse, look at his or her financial situation, and spend some time in prayer. You might say:
Say:
“I’m not looking for a decision today, and I know I have given you a great deal to think about. Please take some time to prayerfully consider this request and let’s meet again in a few days. Are you free Friday morning? I could drop by for a few minutes at that time.” Visitation Guide / 14
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Handling the Response
Response 4:
“No. We cannot support the campaign with a gift of that amount.”
In this response, the prospective donor is not refusing to make a pledge to the campaign. Rather, they are stating that they cannot make a pledge at the level that you have asked them to consider. In such a situation, it is critical that you convey to the donor that the request for support was not an, “all or nothing” proposal and does not require a decision to be made on the spot. Ultimately, what we are seeking from every donor is a sacrificial gift that is based upon his or her financial situation. If the request you made is not one that their monetary resources would allow, then it is our hope that they would consider a pledge at a level more in line with their financial capabilities. Once the donor is made aware of this, your role is to set up a follow-up visit with that person. Formulate your response similarly to that of Response 3 by saying:
Say:
“I know I have given you a great deal to think about. We couldn’t accomplish the things I have talked about without help from people like you. I realize that the level we asked you to consider may not be possible for you at this time. Please take some time to prayerfully consider a 5-year pledge that might be possible. Are you free Friday morning? I could drop by for a few minutes to talk more about this at that time.”
As this past example illustrates, seldom does a ‘no’ response indicate an outright refusal. In such cases, the donor is simply responding to your request in a very specific manner. There will be a small number of instances where, for various reasons, a donor cannot make a pledge at any level to the campaign. Such is the case in our fifth and final response on the following page.
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Handling the Response
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Response 5: “I’m sorry, but I am not able to support the campaign at this time.”
The good news is this: most Ambassadors in this phase will not hear this response. In fact, it is the least likely of the five scenarios. When it does occur, it is important that you do not judge that person. A refusal of your request should not be viewed as an insult to you or the parish. Your role in such an instance should be to thank the donor for their time and leave the door open for a gift at a later point. To do this, you might say:
Say:
“I appreciate you taking time to meet with me and understand that you are not able to support the campaign with a pledge at this time. We’ll be continuing to meet with parish families for the next few weeks. Should your situation change, there will be other opportunities to make a gift to the campaign. Perhaps you can consider doing so at that time. Thank you again for your time.”
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Be Prepared to Help
In considering a commitment, donors will often need help understanding the options available. A few documents have been prepared to assist Ambassadors in presenting these options. You should refer families to both documents:
1. Suggested Giving Plans This table of gifts breaks pledges down into monthly, quarterly, and annual payments which may be helpful to look at when deciding how much to pledge. Note: one side of the table includes a 10% down payment while the other side does not. If the donor chooses to make a different down payment amount, the recurring payment plan will need to be recalculated.
2. Giving Options The campaign offers donors a variety of ways to make payments. Some of the more popular options include:
Check
Stock Donations
Bequest
The donor will receive a remittance envelope from the campaign office to make their payment. Checks should be made out to: Called to Renew
A stock donation form is included in the donor’s packet of materials. Encourage donors to share this with her/his stock broker.
The campaign will accept bequests if the donor(s) are at least 70 years of age or older.
Credit/Debit Card
IRA Charitable Distribution
Setting up a recurring payment by credit/debit is easy and convenient. This payment option should be encouraged over check payments as it will save the campaign a considerable amount in postage and printing.
Donors who are 70 ½ years of age or older have the option of making charitable donations from their Individual Retirement Account.
Other Forms of Payment Other forms of payment such as: real estate, life insurance, Charitable Remainder Trust, etc., may be accepted. Please indicate the form of payment on the pledge form and someone from the Planned Giving Office will contact the donor to discuss the specifics. Visitation Guide / 17
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Follow Up
1. Ask about their decision-making process 2. Follow up with precision The Decision-Making Process
Follow Up with Precision
Ask about the family’s decision-making process – not only does it give you useful information, but it prompts them to think concretely about their decision. Set a date for your next meeting to be able to discuss the campaign further. A subsequent meeting in approximately one week will allow sufficient time to consider the request and create urgency. It will underscore the importance of the timely receipt of their decision and the importantance of their gift to the parish’s efforts.
Once you’ve concluded the visit, remember to always secure permission to re-establish contact. •
Establish your follow up plan in a matter-of-fact tone and focus on, “receiving their decision.”
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Make your follow up time frame as specific as possible – target a precise date, using the weekly campaign meeting as a benchmark for their decision.
For example:
For example:
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“What is your decision-making process?”
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“Can I meet up with you a week from today to get your decision? Will that be enough time for you?”
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“Is there anything else you need from us that would help you make your decision?”
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“Can we get together before or after Sunday Mass to see what you’ve decided. I know Father will be excited to have another committed family supporting this effort.”
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“We have our campaign team meeting next Wednesday and I’d love to have something to report. Can we meet next Tuesday to record your decision?”
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(If the spouse was not present) “You’ll probably want to talk it over with your wife/husband…”
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Follow Up
We highly recommend: •
NEVER leave the pledge form with a donor. The pledge form should only be presented when the donor is ready to complete it. Please pull the pledge form out of the packet before the visit so you won’t forget.
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Conduct the follow up visit within seven days. Any longer than that and you risk undermining the importance of the request by failing to convey a sense of urgency.
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Schedule the follow up visit during your initial visit. It’s one less phone call. We also recommend that your follow up visits be conducted face-to-face whenever possible.
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Smile! You’ll sound considerably more pleasant when you talk, both in person and over the phone.
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Get answers to questions. If you don’t know the answer, call the campaign office and get an answer back to the parishioner as soon as possible.
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Maintain the donor’s right to privacy. Never discuss campaign contributions with anyone other than the pastor or the parish campaign director.
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Encourage donors to make down payments. We suggest 10% – and while no down payment is necessary, initial payments will help address the immediate needs outlined in the case for support. Making an initial payment also increases the likelihood that the donor will follow through on his/ her pledge.
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Speak enthusiastically about the campaign. Talk about case elements that are personally important to you. People will listen with their heart when they know you are speaking from yours.
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Attend the weekly campaign report meeting every week. The campaign team benefits from your experiences, and you will help us make regular progress toward campaign goals. This helps encourage other Ambassadors and inspires future donor support as well. Visitation Guide / 19
CalledtoRenew.org
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