Summer Institute for Communications and Marketing Pre-Institute Sessions-CASE_AskingStrategicQuestions

CASE_AskingStrategicQuestions_KML 2023

Pdf Summary

In this document, Karl Miller Lugo, Vice President for Advancement and Alumni Engagement at The University of Texas at San Antonio, discusses the importance of asking strategic questions when engaging with potential donors. He emphasizes that asking questions helps to understand how a prospective donor's desires align with institutional priorities, why they would consider making a gift at that time, and how to secure the most generous gift possible.<br /><br />Lugo provides key things to keep in mind when asking questions of a prospective donor. First, he emphasizes the need to be prepared and have clear goals as a gift officer, such as securing a generous gift for an institutional priority in an ethical and professional manner. Next, being purposeful is important, knowing what information to gather, including the purpose of the gift, gift amount, solicitation team, timing, and what happens next.<br /><br />He also encourages curiosity and active listening, stating that being curious fosters an active mind and brings excitement to life. He advises keeping an open mind, seeking surprise, and asking questions relentlessly. Lugo highlights that listening is essential to curiosity and suggests starting broad in conversations, creating movement and options, and building a relationship.<br /><br />Open-ended questions are recommended for engagement, such as asking about impactful experiences at the institution, satisfying volunteer engagements, memorable events attended, and strengths of the institution. Lugo suggests getting donors to tell their own stories, asking about gifts that have brought them joy and their vision for the best gift they can imagine, as well as their perception of essential priorities at the school.<br /><br />To determine the appropriate gift amount, Lugo suggests using test asks and discussing leadership Annual Fund gifts or establishing endowed funds. He also advises engaging donors in conversation about their past gift experiences and their feelings associated with those gifts.<br /><br />In summary, Lugo stresses the importance of curiosity, asking strategic questions, and engaging in conversations when interacting with donors.

Keywords

Karl Miller Lugo

potential donors

institutional priorities

generous gift

preparedness

purposeful questioning

curiosity

active listening

open-ended questions

gift amount determination