Fundraising Tips for a Successful Call
CALLING TIPS
Prepare
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Make your own gift to the St. Mark’s Annual Fund. You’ll feel more comfortable asking your classmates to join
you in supporting St. Mark’s when you have already made the commitment yourself. Please make your gift or
pledge as early as possible this year.
Be yourself – your personal approach will make your calls successful! Alumni enjoy hearing from their
classmates and sharing information.
Review your assignments’ giving histories. Have they given consistently? Did they increase their gift last
Reunion? The School will provide a suggested gift amount for each individual based on their previous giving
history.
Use the online tool, AgentSphere or your call packet to find up-to-date giving and contact information.
Familiarize Yourself - be sure to read up on the many ways classmates can give to St. Mark’s by visiting
www.stmarksschool.org/waystogive
Stay informed. The more you know about what’s happening on campus, the easier the conversation will be. The
Bates News site (bates.edu/news) is constantly updated with stories about students, faculty and college
initiatives. For information on Reunion Weekend, please visit stmarksschool.org/generalreunion
MAKING CONTACT
Introduce (Identify yourself and why you are calling – jot notes down to be passed along)
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Identify yourself. Make it clear that you are a fellow classmate working as a volunteer for your
Reunion Gift Committee.
I’m _____ a classmate calling on behalf of St. Mark’s School and the 2015 Annual Fund.
Calling for several reasons.
Build Rapport (This is a time to find out how everything is going. Be yourself – this personal connection is what makes a
St. Mark’s phone solicitation special)
 Chat about St. Mark’s. Talk about shared St. Mark’s experiences.
 Ask for updated contact information. Please confirm their current contact information especially the email
address so that we can maintain correspondence with them and also maintain our database with correct
information. Be sure to sign into AgentSphere to get this information.
“I want to check in and make sure we have your contact information correct. Can I confirm your
Address/Email/Business info?”
Encourage your classmates to return for Reunion Weekend.
 Reunion is a great time to reconnect with old friends and the campus. The more classmates to make it back for
Reunion Weekend, the more fun everyone will have!
Transition (This should be smooth and seamless, not awkward)
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Examples: “That’s interesting”/“Thanks for sharing your stories”/“I’ll pass on that information”. Maybe you can
encourage the alum to submit a class note.
“Well, I’m not sure if you’ve heard or not, but - We are having a reception, admissions event etc. in your area.
(Upcoming alumni/ae events are listed on the website.)
“Another reason I am calling is to speak with you about the Annual Fund”
Listen carefully for interests, concerns, and suggestions.
 If you encounter a question that you can’t answer, tell your classmate that an appropriate person will get back
to him/her. Then, notify Hilary Rouse at [email protected] or 508-786-6289, or record this in your
call record.
Emphasize participation. Let him/her know that their gift, whatever the size, truly matters to St. Mark’s.
Ask Directly (Believe in the cause and ask for a specific amount) Most people simply do not give unless they are asked
to do so. If you are uncomfortable with asking for a dollar amount, you can leave that open. An Annual Fund gift may
be designated to faculty salaries, financial aid, athletics, or the arts – just make a note of that.
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If the answer is yes, tell your classmates that they can make their gift online at www.stmarkschool.org/give, mail
a check (payable to “St. Mark’s School”) to the Advancement Office, 25 Marlboro Road, Southborough, MA
01772 or that you can mail them a return envelope.
If they would like to pledge an amount for this year and/or future years, ask how much they
would like to pledge and record it in your call record. Pass this information on to Amy Tesoro at
[email protected] or record the pledge in AgentSphere.
Say Thank You!
 No matter the outcome, be sure to thank you classmate for taking the time to chat. Every call is a success, as
it provides one additional point of contact and involvement with the School.
 If said yes, confirm Gift. Take a credit card MasterCard , VISA, or AmEx (note number and expiration date)or
a pledge.
 Checks payable to St. Mark’s School – (see Payment info sheet for details)
 Ask if their employer works for a Matching Gift company. If they do, remind them that their gift(s) can be
doubled and that the gift(s) will be credited directly to them. Also, remind the alum to send in the matching
gifts form with their payments.
 Encourage them to stay informed about St. Mark’s and the Annual Fund via the website at
www.stmarksschool.org.
 Answer questions
 THANK THEM. Thank every alum for their gift or pledge at the end of your conversation, specifically
mentioning the gift amount. This is very important!
OVERCOMING OBJECTIONS
At times, you will encounter those who are initially opposed to giving a gift. Don't give up! Look at 'no' as your door to
understanding that classmate's perspective, and reconnecting him or her to good memories and the St. Mark's of today.
If someone asks a question that you don’t know how to answer, simply respond with, “I’m not sure. I’ll ask the School
and either I or someone from St. Mark’s will get back to you with an answer.”
I give to other causes/feel my dollars have more impact with issue X.
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That’s wonderful! Tell me more about that.....[listen]...Your support of St. Mark’s will help educate students so
they are prepared to solve the issues we all care about, including X.
Think about your charitable giving like investing- diversify your philanthropic portfolio.
St. Mark’s has plenty of money- the School doesn’t need mine.
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Yes it does. The Annual Fund makes up 10% of the SM operating budget- it’s not extra- our support is vitally
needed every year.
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Tuition covers about 60% of the cost of educating a St. Marker. The remainder is made up with the endowment
and annual gifts.
St. Mark’s needs unrestricted funds to support academics, scholarships, and student life.
I am upset at St. Mark’s because of “x.”
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Let the alumnus/a talk through his or her experience.
I understand your concern, and I am sure you are not the only one that feels that way.
Your gift to the St. Mark’s Annual Fund helps support everything here at St. Mark’s and “x” is just one of the
many things here at the School that needs funding.
Given that, would you consider helping support the St. Mark’s experience with a gift of $____ to the St. Mark’s
Annual Fund?
I always give in June. How can I avoid receiving all the unnecessary letters?
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St. Mark’s sends mail several times during the year since they have no way of knowing when a donor will make a
gift. An excellent way to avoid receiving any additional solicitations is to pledge early in the giving year. By
pledging now, you can also indicate when you’d like to be reminded about your pledge.
Send me something in the mail.
"Is there any specific information that you would like to have about the School?"
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This question usually opens up the conversation and allows you to continue with the appeal over the phone. If
your classmate insists on receiving something in the mail, tell him/her that you will mail a gift reply envelope
and any information he/she has requested.
I cannot give because of “x financial reason.”
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I understand; many people are reluctant to give because of that very reason.
The School is still doing great work and is committed to providing an outstanding education to its students; it
can’t do this without resources, so we must continue to ask.
Your participation- at whatever level is comfortable for you - is important.
Given that, would you consider supporting your fellow classmates with a gift of $<loweramount> to the St.
Mark’s Annual Fund?
I didn’t receive financial aid or a scholarship- why should I give?
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I understand, not everyone receives direct financial aid, although more than 30% of students today do.
Even those paying full tuition receives a subsidy- tuition only covers 63% of the cost of education at St. Mark’s
School. The remaining 37% comes from a combination of endowment and Annual Fund support from alumni/ae,
parents, faculty and staff. It is important for everyone in the St. Mark’s community to participate
Given that, would you consider participating with a gift of “x"?
PHRASES FOR ASKING
Consider these possible approaches:
 Humor and inspiration
o “I get to make some easy calls along with the tough ones, everyone knows you’re a softy for St.
Mark’s…”
 Join the group
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"A number of us have decided to commit gifts in the $X range and we would like you to join us…"
Inspiration
o “Your name in the Annual Report as a X level donor will encourage others to follow your lead.”
o “I’m coming to you, on behalf of our class, because we need a core group of leaders to anchor our gift
effort…”
Humor
o “Our class giving goal this year is $XXX,000—but don’t worry, we’re only counting on you for half…”
o “I hope you’ll give till it hurts, then give a bit more until it starts feeling good again…”
Thanking the classmates into giving again
o “Your generosity to St. Mark’s makes me enthusiastic about volunteering. Thank you for your loyal
giving. I hope you’ll continue that trend…”
o “Your $X gift last year helped us reach our ambitious dollar and participation goals. Your leadership gift
makes a real impact. Thank you! This year….”
THE CASE FOR SUPPORT
Annual giving is crucial to maintaining St. Mark’s intellectual vitality, faculty excellence, diverse student population,
residential life, and campus facilities. Gifts to the Annual Fund provide essential funds that are spent immediately on the
School's most important priorities—financial aid, academic quality and the learning experience, student life, and campus
revitalization.
Think of the Annual Fund as a type of checking account, in contrast to the School’s endowment, which functions more as
a savings account. Endowment funds are invested in perpetuity to ensure the School's future strength; only the income
is spent (slightly less than five percent annually). Because of this, every $100,000 in St. Mark’s Annual Fund support
provides the same spending power for the School as $2 million in new endowment gifts!
As the St. Mark’s Annual Fund grows each year, St. Mark’s can begin to reduce its dependence on comprehensive fees,
lower endowment spending (allowing endowment principal to grow more rapidly), and fund current programs more
adequately and consistently. It is important to remember that St. Mark’s needs and welcomes gifts of all sizes. Every gift,
when added to the contributions of others, multiplies into major support for the important work of St. Mark’s students
and faculty. At St. Mark’s, your gift of any size truly matters.
A strong St. Mark’s Annual Fund…
 Supports academic excellence. A stable operating budget reinforced by generous annual gifts allows the School
to hire and retain outstanding faculty who are the best within their areas of expertise.
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Ensures St. Mark’s’ academic standards and diversity. 30% of our students will receive financial aid this year,
and we expect an increase in requests, straining the current budget. Financial aid is the best way to attract and
retain the most academically qualified students regardless of their financial circumstances. The comprehensive
fee covers only about 63% of the true cost of a St. Mark’s education. The remainder — almost $19,000 per
student — comes from endowment income and annual gifts from generous parents, alumni and friends of the
School. All students, whether or not they receive financial aid, benefit from gifts to the St. Mark’s Annual Fund.
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Helps us stay strong by being flexible. Your gifts allow St. Mark’s to address underfunded, unmet, or emergency
needs and give us the ability to respond quickly to new challenges and opportunities that will advance our
mission.
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Makes a substantial impact. It would take an additional $37 million in the endowment, or an increased tuition
charge of $5,331 per student, to support what the St. Mark’s Annual Fund provides annually. Donors who make
unrestricted, current-use gifts have the greatest impact in enabling St. Mark’s to meet its mission--right now.
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Bears witness to your faith in St. Mark’s and in the future. Your generous gift to the St. Mark’s Annual Fund
reaffirms your commitment to the School and its values. One student educated at St. Mark’s can positively
impact the lives of thousands.
We are the stewards. There are just over 5,000 people in a world of 6.6 billion who can carry St. Mark’s forward. These
are the alumni, parents, friends, faculty, staff, students, and Trustees who understand how powerful a St. Mark’s
education is. If those closest to the institution do not give generously, who will?
St. Mark’s and nearly all of its peer schools depend on tuition revenue, endowment spending, and annual fund /
current-use gifts to cover operating costs. While St. Mark’s stretches its resources through superb planning and careful
spending (and has one of the lowest operating budgets in its peer group) it continues to compete with schools that have
much deeper pockets. St. Mark’s must simultaneously multiply its endowment through fundraising and wise investment
strategies and build its annual fund to maintain a competitive budget and comprehensive fee charge. Indeed, your
Annual Fund support is a life blood of sorts, helping to keep St. Mark’s in the game.
Connecting via Email:
If you are unable to reach a classmate by phone, you are welcome to reach out via email. Here is an
email template to help you get started!
Hi, XXX,
I hope this email finds you well. I am already looking forward to our XXth Reunion June 12-14, 2015, and I hope you are
too!
In honor of this milestone Reunion year, our class is aiming to increase our participation rate and raise an impactful
class. Making a gift to the college this year is the perfect way to honor your St. Mark’s experience; your gift helps ensure
that today’s students have the same opportunities we had. Contributions of any size count toward our Reunion class
gift, including planned gifts and the total amount of any multi-year pledge.
I hope you will join me in supporting our class this year. To contribute to our Reunion class gift, please visit
www.stmarksschool.org/give. Feel free to contact me with questions about our Reunion fundraising effort and Reunion
in general. (For more information about Reunion Weekend, please visit www.stmarksschool.org/generalreunion) Thank
you so much for your support, and I hope to see you in June!
Sincerely,
XXXX