Major gifts begin with “Getting to Know You.” If you want to be a successful major gift fundraiser, stop worrying so much about the ask and think more about securing the “getting to know you” visit.
If you can get a visit with a donor, you have an 85% chance they’ll make the gift.
Who says? Veteran major gifts guru Jerold Panas, in his iconic book, Asking. He also says, “To milk a cow you must sit by its side.”
It’s common sense really. Yet, somehow, it’s easy to throw common sense out the window when it comes to asking for a gift — which many people are deathly afraid to do. If you’ve ever heard a board member, staff
member (or even yourself) say, “I’ll do anything but fundraising,” you’re not alone.
There’s a simple way to set yourself up for success so you’ve nothing to be afraid of. And it’s similar to knowing when to ask a friend for a favor, and feeling comfortable doing so.
You have to get to know people before they’ll be interested in investing more time in you!
And … getting to know people is pretty fun stuff. You ask open-ended (not “yes/no”) questions that show you’re interested in learning more about the other person. Questions that being with “what” and “how.” “What first interested in you in this cause?”… “How did experiences in your life shape your current values?” “What legacy would you want to leave the world?” “How might you imagine doing this more effectively?” Here are more of my favorite types of questions to ask on “getting to know you” visits. I”ll bet you’re thinking about good, generative questions right now that would get your donor’s juices flowing. Right?
So, why is it so hard to set up a time for a visit with a prospect?
It just is. People screen their phone calls. They don’t answer your emails. They delay, ignore, delay, ignore some more. Because they’re busy. And, let’s face it, they know what this is likely about. And what they think it’s about is ‘money’ rather than ‘impact.’ They fear you’re going to attempt to take something from them, rather than give them a wonderful opportunity to do something they’ll find meaningful. Something that will bring both them and others joy.
You know this. You know all about the MRI studies that show the mere act of contemplating giving away money gives the brain a shot of feel-good dopamine, lighting up their brain’s pleasure center. What’s been called the warm glow effect. Once you get in the room with them, you’ll be able to change their perspective and begin the “feel-good engagement journey.” But… how to get there?
Acknowledge to yourself that the hardest part of fundraising is getting the visit.
Once you know this you’ll be less frustrated. There’s nothing wrong with you if you’re having a hard time getting through to someone. Everyone does. Persevere. Try different channels until you find one that works (phone, email, text, snail mail, Facebook, LinkedIn (one of my favorites), etc.). We all have communication preferences.
9 Proven Get-The-Visit Strategies
1. Remember you’re not setting an appointment – you’re arranging a visit.
“Appointments” are no fun. Doctors, mechanics and dentists require appointments. “Visits” are fun. You’ll chat, nosh and have a lovely conversation. Yay! As you prepare yourself to ask for the visit, be sure you’re in a positive frame of mind. Be looking forward to it! Your tone will come across. Definitely do NOT apologize. I don’t want to see you begin with “You probably don’t want to hear from me… I know this is an imposition… It’s that awkward time of year again…” Would you respond positively to that?!
2. Start the conversation by asking the person whether they have time for your call.
If you launch into trying to schedule a visit while your prospect has their attention on anything else, you risk failure. Do them the courtesy of checking in first. If the prospect says they only have 5 minutes, tell them you’ll take 4 and stick to it.
3. Flatter the prospect when you explain why they’re being called.
Acknowledge what they’ve done right (e.g., volunteering, advocating, giving). If they’re a new prospect, tell them something lovely you’ve heard about them. Let them know they’re valued for being a volunteer, community leader, expert in their field or whatever fits the bill. If they’re a former donor, begin by reminding them how much they’re valued. Thank them for their previous gift. People will do what they’ve done before (they already went through the decision process of whether or not to give to you). You’re simply encouraging them to continue, and perhaps to do so even more passionately.
4. Don’t ask if you can drop by to tell them what your organization is doing.
Successful fundraising is about give and take. It requires getting to know what floats your donor’s boat; not telling them what floats yours. Donor-centered fundraising requires you to begin by getting them talking. If they believe you’re genuinely interested in what they have to say, they’ll be less defensive about accepting your offer to visit. Who doesn’t like to talk about themselves? They’ll be complemented you’re interested in what they think. The old adage “You have two ears and one mouth; use them accordingly” applies here. Big time!
5. Plan to first ask for advice.
People love to give advice! No doubt you’ve heard the old fundraising adage: “If you want advice, ask for gifts; if you want gifts, ask for advice.” It’s true! So, plan what you might say that will sound genuine to your particular prospect. For example, “You’ve had a lot of experience in this area; I’d love to bounce some ideas off you.” Or “You’ve really got your ear to the ground with this constituency; I’d value your feedback as to best ways to approach this.” Or “We know what we need to get done, but we’re not clear on the best way to execute; you’ve always got creative ideas – might I pick your brain?”
6. Be clear about your intention to talk about philanthropy.
No one likes to be tricked. Explain you want to see them to: (1) get their invaluable feedback/advice on your project/campaign/plan as a longtime supporter, volunteer, or community leader with an ear to the ground, and (2) ultimately explore a giving opportunity. Ask when they can see you — it can be for as little as 20 minutes — at their convenience.
7. Don’t talk about money… yet.
Save this for the in-person visit. Frankly, it may not come up until the second in-person visit. Or the third. Major gift solicitations take time. The most common objections to a visit run along the lines of: “I don’t want to talk about/don’t have money to give” …“I’m too busy to meet”… “I’ll give, so you don’t need to spend time with me”… “I’d love to meet, but I’m going on vacation; why don’t you call me when I get back” (ever notice how it’s always vacation season for major donor prospects)? If this happens, promise you won’t ask for money on this visit. Say you’d still appreciate their advice on your project or campaign. Maybe they know someone else who can help. You value their input that much – not meeting in person is simply not an option! Once you’re face-to-face, often folks will become so interested in the project or campaign that they’ll bring up money before you do!
8. Offer a couple of choices for the timing of the visit.
Don’t let tell them tell you they’ll “think about it” and get back to you. Offer two or three specific date/time choices; they’ll generally pick one. If they still won’t pick one, let them know you’ll give them a call within the week to find out what’s most convenient for them. Keep the ball in your court.
9. Smile, stand up and walk around.
How you say something can be more important than what you say. Smiling, standing and moving helps to convey enthusiasm in your speech. This really works. People like to talk to people who sound happy. When someone answers the phone, leap up and grin! I find it helps even to put a smile on my face when composing an email or text to secure a visit. It somehow ends up coming off friendlier. Strange, but true!
Get the visit and you’ll likely get the gift.
Want more strategies to boost your major gift fundraising results?
If you’re serious about fundraising, you’ve got to get serious about investing in major gifts. This is true no matter your size. There’s no more cost-effective fundraising strategy. It’s a struggle to figure out how to do it on your own, and it wastes time. There are some terrific courses I’m happy to point you towards that will be coming up in 2025. Don’t hesitate to ask!!! For now…
Grab my Major Gifts Playbook. Folks have told me they consider it their “bible,” and they go back to it again and again. Comprised by 4 Companion Guides with everything you need to know to kick-start or rev up your major gifts program, it includes hands-on worksheets, exercises and checklists, plus practical tips.
If you’ve not satisfied for any reason, you have my no-questions-asked, 30-day, 100% refund guarantee.
#Proven #Strategies #Major #Donor #Visit
