Imogen
Ward, Director of Marketing and Communications at Merlin, blogs on the seven
questions every fundraiser should ask a potential donor.
Silence is golden...
Anyone
who has ever attended one of the great Karen Osborne workshops will know the
power of silence. That indeed the most important skill any fundraiser should
have when faced with a potential donor is probably the one that most of us
struggle with.
And
this is the ability to, well, shut up. To keep still, quiet and schtum.
Because,
ladies and gentleman, listening to our donors is the only way that we will make
any sense when we do actually open our mouths. In an ideal scenario any
questions we ask will be prompted by the nuggets of insight gleaned from the
donor's monologue. Thus the eloquent donor will allow us to effortlessly and
elegantly prompt more insight, more engagement and ultimately dosh...
But
what happens if our donors need - let’s say - some encouraging? Let’s face it,
they often do! So I’ve asked colleagues from the world of fundraising in the UK
and the US for their thoughts and here are a few recurring themes.
Two
assumptions! We’re talking about a six figure gift potential here and it’s
early on in the relationship. It is not conclusive of course…there are heaps
more options…but we feel this is a good starting place.
1.
Tell me a bit about why
you support x? Now obviously you’ve done your research so
you’ll be able to speak about any past giving that you are aware of…and allow
the donor to speak about this relationship. You’ll find out heaps. You’ll also
find out about support which perhaps isn’t in the public domain….and probably a
lot about personal life and motivation.
2.
What’s been the most motivating
part of this relationship? Again hopefully this will give you
insight on what pushes buttons, what rings bells and, if you’re lucky, a few
clues to anything that was a big turn off.
3.
What part of my
charity’s work do you find the most interesting/inspiring?
Hopefully the above has allowed you to move effortlessly onto your cause.
4. There are lots of ways I can get you
more information and insight on this project/country/programme…what’s best for
you? Now depending on how early into the relationship this is,
this could be where you introduce that visit to your office to meet the
Programme Director or the CEO or even the Chair. It is also when you can ask...
5. How would you feel about visiting
one of our programmes/projects? I went to x recently and it was
fascinating….? For my charity, Merlin, this would entail a trip to difficult
and dangerous places. For others this would be more straightforward….but
whatever the ‘seeing is believing,’ options are, a mention here opens more
dialogue.
6.
I don’t want to bombard you with information but what background reading do you require
right now? And how would you like to receive this? We’re
assuming at this stage that a full bells and whistles funding proposal isn’t on
the table but you need to get a feel for what and how.
7.
And number 7…? Well, I return to the wonderful Ms Osborne. However you end the conversation make
sure that you leave it with your potential donor saying ‘YES!’
Of course ideally (but not at this stage) it would be ‘YES! I will give you
trillions!’ but in reality it will be more like. ‘YES! You can email me next
week to firm up that meeting.’ ‘YES! I will come to your event on xxxx’. ‘YES!
I will tell my friend and contact Mr Richman about your work.’
And
so fellow fundraisers. Do what Karen and all successful fundraisers tell
you.
Make
sure that your donor does the talking and whatever you ask leads to a big,
wonderful YES.
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