A CONVERSATION WITH A REAL PERSON

ON THE PHONE

“Hi, I’m Lee Smith, a Williams classmate of yours, and I’m calling for the Williams Alumni Fund….

It is important to let people know that you are not a professional caller; they will let down their telemarketer defenses more readily once they know that. Pause for their response.

“Is this a good time to talk for a few minutes?”

Remember to really listen to what you hear on the other end of the phone! If it is not a convenient time to chat, schedule a time to call back.

Conversation continues. . . .
Here is the time to seek some common connection and reminisce. “Did you know John Smith or Mary Jones, etc.?” If you’ve been on campus recently, mention something you’ve seen or how the College looks. The beginning of the conversation is a good time to review and confirm the person’s contact information.Then move into your pitch.

“I’m calling for our class for the Alumni Fund. We kicked it off October 1, and you should have received a letter in the mail about it. Our class is hoping to raise $ _____ for Williams this year, and we hope that at least _____ percent of us will participate.”

Conversation continues. . . .
With your knowledge of the person’s giving record, you can make reference to his or her past support. If the classmate hasn’t made a gift, this is the time to suggest an amount. Some alumni will really look to you for guidance in making their gifts. They may want to know what other alumni give or “what is appropriate” or what they gave last year. Tell them that we need gifts at all levels, tell them what the average gift for your class is and encourage them to stretch for the highest level possible. If you think it reasonable, begin with a suggestion that they consider a gift at the leadership level ($2,000+).

“Last year we raised $_____. You were a part of that, and we very much appreciate your gift. I increased my gift this year by _____ percent, and I wonder if you would consider doing the same?”

This is the time to listen. If the person has an objection to giving or is uncertain, he or she will bring it up at this point. Depending on your sense of the call, you can give the person more information or offer encouragement. If you think your classmate is going to turn you down, offer to let him or her think about it and schedule a time to call back.

Conversation continues...

FOR PAST DONORS:

You may hear: “Can you tell me what I gave last year?” (Make sure you have the answer to that question. Gift histories are provided on the profile reports, telethon cards, and non-donor reports.) Or, you might hear: “I thought I’d give $____,” which is an increase over last year, to which you respond, “GREAT! Thank you!”

Or if you know that this particular classmate is giving generously at last year’s level, you would respond, “Thank you so much!”

FOR PAST NON-DONORS:

You hear, “I can’t afford to give anything.” Or, “I can’t make a gift that’s significant. I’ll give later when I can afford to do something larger.”

You might say: “Every gift, no matter the size, is really valuable to Williams and to our class. Your participation is the best gift you can give the College. It’s important! When it comes to participation, we can’t count anyone else in your place. We really need you!”

LISTEN! The best solicitors are the best listeners. What your classmate says, how he or she answers questions, should guide you. Listen for ideas and for feelings. Search for points on which to anchor your solicitation. Help your classmate do something he or she will feel good about.

In all cases, we want to emphasize the importance of participation. If you are rebuffed at a higher level, negotiate. Ask again for consideration of what may be a possible gift. For instance, with an alumnus/na who says he or she just can’t make a gift at the $250 level this year, try to start negotiating down from $250 as a minimum gift and retrench at a lower level. Encourage the “Class of ” concept: suggest a gift using 19 or 20 and your class year. For someone in the class of 1989, for example, a gift can be $19.89, $198.90, $1,989.00 – or more! See also the following section, “Ways to Increase a Donor’s Gift.”

Try to get a definite commitment on the phone. Use your judgment on how hard to push this. If something in your classmate’s life is holding up his or her decision, offer to talk after that event has taken place. “We’ll have to think about it” – or “I have to talk this over with my husband/wife,” are tough to get around. Do your best to get a commitment. Follow up on your conversation with a handwritten note and a BRE and make a note to make a follow-up call later.

WHEN YOU GET A YES…

WHEN YOU GET A YES:

ALSO,

Offer your phone number or the Williams Alumni Fund office toll-free number: 888-EPH(374)- 8110, for any questions that might arise.

WHEN YOU GET A NO:

Always remember to say thank you for the time your classmate has spent with you. Even if the person cannot consider a gift this year, say that you hope he or she will think about it for the future. Even if you don’t get a gift, you are strengthening the relationship between Williams and that person. That enhanced relationship may pay off next year or sometime in the years ahead.

If you reach someone who says, “Why are you calling? I’ve already made my gift to Williams this year,” don’t just thank them and hang up. Carefully probe to find out if the gift was mailed just last week or was made for a restricted purpose. If it is the latter, thank them on behalf of the College, and then explain that while such gifts are truly appreciated by Williams, only unrestricted gifts count toward the Alumni Fund and be ready to explain the difference between restricted and unrestricted giving. You might suggest that your class would really love to have them on board for participation, and would they consider a participation gift, for instance $19.XX (XX = the class year).

Be mindful of the Alumni Fund year versus the calendar year. Your classmate may have sent a gift in January or February or, if you had a reunion, last May, that was for last year’s Fund. Now that it is fall, you are calling for THIS year’s Fund. Explain this to your classmate. (You should track the timing of the last gift and be aware that the next gift may not arrive until the next calendar year.)

Sometimes we have errors in our record keeping. This is the time to correct them. Let your Alumni Fund office contact know of any discrepancies in gift recording.

In the event you reach a disgruntled person, do not argue or pretend to agree with complaints that may come forth. Show your classmate your respect by treating the concern seriously. Sometimes people are unhappy because of an incorrect perception about the Alumni Fund or Williams. If you have the correct information, let them know. Otherwise, tell your classmate that you will have someone else respond. Then be sure to call the Alumni Fund officer for your class, who will determine the appropriate response. See the list of Alumni Fund staff at the end of this handbook.

The way you deal with an unhappy camper may change that person’s attitude about Williams and the Alumni Fund, and he or she may return to the fold of donors in years to come. But they may not, so do not spend a great deal of time attempting to placate the peeved.

Concentrate your efforts in greener pastures. Don’t take it personally, and mooooove on. If someone makes a verbal commitment to make a gift, send a thank-you note immediately, with a BRE enclosed, to confirm the amount of the gift and to remind the donor that Alumni Fund gifts must be received by the last day of February for non-reunion classes or May 15 for reunion classes to count in your class totals for the current Fund. Be sure to watch your ledger report for the gift. If it hasn’t come through one month before the end of the Fund, make a follow-up call.

Before getting off the phone, make sure you have verified all address, phone numbers, e-mail address, and bio information. Note any changes on the profile report and be sure to relay these changes to the alumni office by phone, fax or e-mail (alumni.office@williams.edu). If the individual has a seasonal home, make sure you get that phone number and address, and the start and stop dates of the time they spend there. Since the Fund runs from October 1 through the last day of February, this is especially important for people who spend the winter in warm places. If any information is incorrect, please note the correction and send it to the alumni office via mail to 75 Park Street, Williamstown, MA 02167, phone 888-374-8110 or e-mail alumni.office@williams.edu so we can change our records.

If someone declines to give and wants no contact from Williams, explain that all members of the Williams Society of Alumni are solicited every year for the Alumni Fund. Everyone is a member of the Society – anyone who attended Williams for one semester, including exchange students and people who left without graduating.

If the individual does not wish to remain a member of the Society, ask him or her to send this request to Wendy Hopkins ’72, Secretary of the Society, 75 Park Street, Williamstown, MA 02167, or e-mail Wendy at Wendy.W.Hopkins@Williams.edu. Wendy must receive this request in writing from an individual who wishes to discontinue membership in the Society and receive no further mail of any kind, including the Alumni Review, from the College.