| Foreword. Introduction. Acknowledgments. About the Author. CHAPTER 1 THE NATURE OF THE TELEPHONE MEDIUM IN FUNDRAISING. Contacting your Database of Constituents. Face-to-Face Soliciting. Direct Mail Soliciting. E-Mail. The Telephone Medium. Strategies for Using the Telephone in Fundraising Campaigns. Summary. CHAPTER 2 SCRIPTING STRATEGIES. Prescriptive versus Nonprescriptive Scripts. One End of the Spectrum: The Hard Script. The Other End of the Spectrum: The Call Guide. Somewhere in the Middle: The Hybrid Soft Script or Call Outline. Final Analysis: Which Script Approach Is Best? Summary. CHAPTER 3 OVERVIEW OF AN EFFECTIVE CALL PROCESS. Step 1: Identify "the" Prospect. Step 2: Introduce and Identify Yourself. Step 3: Build Rapport. Step 4: Explain the Purpose of your Call-Making the Case. Step 5: Ask, Ask, Ask-The Process of Negotiation. Step 6: The Result of a Negotiation-Yes or No? Summary. CHAPTER 4 IDENTIFICATION OF THE PROSPECT AND INTRODUCING YOURSELF. Job 1: Finding the Right Prospect. Job 2: Introducing Yourself. Summary. CHAPTER 5 RAPPORT-DEVELOPING A RELATIONSHIP. Put the Prospect at Ease. Give Thanks When Due. Build on your Existing Relationship. Closed-Ended Questions. Open-Ended Questions. Listening for Clues. Summary. CHAPTER 6 THE PURPOSE OF THE CALL. The Segue to the Purpose Section of the Call. The Four Cs of Effective Case Making. Other Challenges. Brevity Is the Essence of Wit-and Effectiveness. The Purpose: Case Statement Strategies. Precall Letters: Yes and No! Summary. CHAPTER 7 THE ASK! The Weak-Kneed-Need Not Apply. The Concept of a "Proposal". Make It Personal. Strategies for the First "Ask". Summary. CHAPTER 8 NEGOTIATION. The Three-Ask Strategy. Other Factors Limiting the Length of a Negotiation and Number of Asks. First Things First: Setting the Stage for the Counterproposal. Articulating the Counterproposal. Increase the Urgency as the Call Proceeds. Summary. CHAPTER 9 THE CLOSE. The Final "Spin" of Urgency-an Optional Strategy. Decisions, Decisions: How Low to Go. Articulating the Close. Prior Donors. Summary. CHAPTER 10 THE RESULT. What Is a Pledge? Pledges: The Confirmation. Other Issues. Refusals. Unspecified Pledges. Summary. CHAPTER 11 DEALING WITH OBJECTIONS. Objections Defined. Objections Can Occur at Any Point in the Call. Objections Examined. Discovering Objections. Two Types of Objections. Strategies for Dealing with Willingness Objections. Deliberation, Delay, and Deferral of Decisions. Other Negotiating Strategies. Summary. CHAPTER 12 WRITING, REFINING, AND TESTING YOUR SCRIPT. Step 1: Writing the First Draft. Step 2: Writing the Final Draft. Step 3: Role Playing. Step 4: Live Calling Test. Step 5: Fine-Tuning the Script. Summary. CHAPTER 13 CONCLUSIONS AND FINAL WORDS. Appendix. Samples and Scripts. Develop Your Own Scripts. Afterword. Index. |
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