When you are making a major donor visit, it’s always a good idea to know what you really, really want to accomplish.
What are your ultimate goals?
When you finally have the meeting with Mr. or Ms. Big Donor. What to do? How to handle? What do you really want to accomplish with them?
So many people are confused about what they want out of the very important major donor visit. They don’t know how to have what we call “meaningful contact” with donors.
They think their job is to make a fabulous pitch to “sell” them on your organization..
But, that’s the last thing you want to do!
Instead, you need to take it easy and go slowly!
Here are three important objectives for every single major donor visit you will ever make:
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1. You want to establish a long-term, productive relationship with your prospect.
You want to build the kind of relationship where you can ask her for advice. Or ask her about other potential donors.
For example, you want her opinion of new events or initiatives. You want her to tell you what other people in town are saying about your organization.
Or, you might want to find out why she likes your cause and your organization so much. What’s her story? What are the areas she’s most interested in at your organization?
And – ultimately – you hope that you can eventually develop her interest enough to secure a generous gift from her.
In other words, you hope to grow her interest over the long run.
This kind of long-term, productive relationship is worth a lot to any nonprofit.
Why, because you are not about selling something. You are not about the money.
And you certainly don’t want to bore her by doing all the talking, do you?
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2. You are looking to find out where your prospect stands.
Another important goal for your major donor visit is to find out your prospect’s disposition toward you and your cause.
That’s why we always say: “Listen your way to the gift.”
Is he still interested? Is he losing interest? What are the questions he’s asking today? What’s on his mind? What are his hot buttons?
- Perhaps he is a former donor — does he still feel close to your organization?
- Perhaps she is brand-new to the community — could she become interested in your cause? Could she be helpful?
If a couple are potential donors, then you try to gauge their level of interest. You want to try to figure out how you can bring them even closer.
This is why you should never, ever do too much talking in a major donor visit!
You really really want to know what’s going on in your prospect’s mind.
If you do all the talking, then you’ll never find out all the information that you really need to grow the relationship.
Actually – talking too much can be the kiss of death to a major donor visit! Why? Because you are more liable to be boring when you go on and on.
Many people think their job is to make a presentation to the prospect.
But be careful. If you do more than 50 percent of the talking, you’re shooting yourself in the foot!
3. You are looking for the next step with your donor.
Why is the next step so very important?
Because you won’t have a relationship without a next step!
Don’t leave your prospect until you have an idea for several followup next steps.
That’s your most important objective of all – for every single major donor visit!
What can you do NEXT to encourage your prospect’s interest?
Can you find a reason to circle back to them to keep the communication coming?
Did you find out what they were interested in so you can followup?
Did they ask a question that you couldn’t answer?
Great! Then you have a reason to followup.
if you leave the major donor visit without a next step, you might as well have wasted your time.
BOTTOM LINE: Have a terrific major donor visit.
These strategies offer an easier, kinder, gentler approach to developing major donor relationships. You are not about the money. Instead you are about the relationship.
It’s the 21st century approach to major gift fundraising.
This is the slow, soft sell — the way that creates a friendly, close relationship.
The way that leads to the biggest gifts of all!
Great advice once again Gail! In the donor-centric world of major gifts, we listen way more than we talk and it’s always about the relationship and the donor’s desire to engage in your organization. Even seasoned fundraising professionals need reminding!
Thanks! This was very helpful and I passed it along to my development committee!
Reminds me of the old adage: You have 2 ears and 1 mouth; use them in that proportion. :-)
Ah yes Claire! But it is a natural thing to do? Sometimes not! :)
Hi Tammy, you are so correct! Looking forward to seeing you at the Toronto Fundraising Congress!
Sandy, let me know how they react!
Great article Gail – I just finished a course on Major Gifts at St. Mary’s University of Minnesota and they stressed the importance of the “Discovery Call”…thanks for this reminder!!!
Hi Robin, thx! Do you like making Discovery Calls? I sure do! It’s like a box of chocolates – you never know what you’re going to get!
It is…so nice to just get to know people and determine a mission fit along with philanthropic priority!
I have found that listening and asking longtime donors open-ended questions can lead to interesting results. Assumptions are worst than death. Donors priorities change due to life circumstances. It is good to ask open-ended questions again even if you think you know the answer. I have found donors are on a journey with their philanthropy. Find out where they are and if your organization can be a part of the journey with them.
David, sounds like you are a very experienced fundraiser! We all listen far more than we talk! Yup!