The Most Effective Form of Fundraising – Part 2

July 5, 2017

In our last blog we established that by far face-to-face fundraising yielded the best results. We also established that many organizations and their boards are reluctant to engage this way because it’s uncomfortable. Still, there are some techniques that can reduce anxiety and enhance success.

You Have to Set Up an Appointment

Now you might think this is a given, but you’d be surprised at how frequently busy people fail to get around to it. In our capital campaign consulting we remind staff and volunteers that the biggest barrier to a successful visit is not making the call to set up the appointment in the first place. We suggest clients set aside time to make calls and to avoid conducting business on the telephone. Simply ask for a 20-30 minute meeting.

Make a Personal Connection

After the appointment is set and the meeting date is here, it is a good idea to begin the meeting by making a connection. A good way to do that is to talk about family, friends or associates that you may have in common.

Personal connections are important, but eventually you need to transition the conversation to the organization you are representing. Here’s where collateral materials with fact sheets can help. Talk about some of those facts and how the organization is making a difference.

Tell the Story of the Organization with a Sense of Passion and Commitment

Sometimes that includes a personal account of how you or a family member has been served. Either way they should learn why you’re involved, who is served, what happens, where and how it happens and why it’s important.

Explain the Need

If you do a good job telling the story, the need should flow from it. For example, you may be doing great work, but you are also limited in some way. It might mean that you need more space or equipment to serve more people or serve people more effectively. Whatever the need is you have to make it clear and to the point.

Share the Vision

The conversation can’t be just about need. You also have to talk about what will happen as a result of filling this need and why it matters.

Ask for advice

During a campaign when I was a vice president, the president of our university told me something that stuck with me. He explained that when he first became president he used to ask for money and he got a lot of advice. However, as he progressed he started asking for advice and he got a lot more money. When people give advice they tend to become a lot more vested in the conversation, and that often leads to a gift.

Ask for a Specific Amount or Above

People need targets. Here’s where a gift table can help. Some people would rather point to a number than say the number, which is fine. “I’d like you to consider making a commitment at this level (point to it on the gift table) or above.” Again, we don’t want to limit anyone’s giving. Asking this way typically yields 5 or 6 gifts above targeted levels. However, first donors must have an idea of the level you’re asking them to consider.

Ask and Then Be Quiet

As fundraising consultants we advise clients that although this strategy takes discipline, it works. Sales people tell me that once the offer is on the table, the next person who speaks is at a decided disadvantage. This is certainly true in fundraising. When you’re asking, don’t try to let the donor off the hook; a little pressure works. Simply put your request out there and then discipline yourself to wait for a response.

Next week we’ll discuss how to how to handle objections, determine targeted amounts, initiate follow up and more.

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The Most Effective Form of Fundraising – Part 2

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