Two Ridiculously Simple Major Donor Cultivation Strategies
What kind of major donor cultivation strategies do you think work the best?
Do you ever find it challenging to have conversations with prospective donors and develop their interest in your cause?
I am a fan of an easy going, no pressure approach to major donor cultivation.
You don’t have to “pitch” your donor. (NOT!)
And it meeting with donors doesn’t have to be scary or difficult or nerve-wracking.
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Try my top two ridiculously simple major donor cultivation strategies – kinder, gentler, more fun and much more successful ways to connect with your donors:
Ridiculously Simple Strategy #1: Don’t do all the talking. Listen instead.
Why?
Because if you do all the talking, your donor will be sitting there passively.
She might be listening. Or maybe not. Maybe her mind is wandering!
Maybe she’s thinking about lunch or (worse) when will this meeting be over?
Don’t make this mistake. Don’t talk too much!
If you have to – make a deal with someone to kick you under the table if you go on too long!
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I’ve written before about the Kiss of Death to a Fundraiser.
What is the kiss of death for a fundraiser?
It’s being boring. And you are boring when you talk too much.
If you are doing more than 50% of the talking, you are dead.
Because what you really want is to find out what’s on your donor’s mind. Right?
So you ask, and then you listen! That’s how major donor cultivation works best!
Remember my fundraising motto: “When in Doubt, Shut Up!”
You ask probing questions; open ended questions.
Listening to your donor will usually tell you everything you need to know.
You are interested. You are exploring. You are gathering such very important data:
- What are her hot buttons?
- What are her passions and interests?
- What does she believe in?
- What are her philanthropic priorities?
- What does she like about your organization’s work?
That’s why we say in fundraising: “Listen your way to the gift.”
Your donor will tell you what you need to know.
Nobody seems to listen much any more. You’ll stand out when you keep your mouth shut around your favorite donors. : )
Listening will open the door to your donor’s heart, her dreams and her vision. You are just connecting her vision with the cause she cares about a lot.
Listening will give you a road map to her cultivation plan.
Listening will tell you her hot buttons to emphasize when you start building a cultivation plan for her.
Listening will even tell you when she’s ready to be solicited.
Ridiculously Simple Strategy #2: WHAT ARE YOUR IMPRESSIONS?
This is my magic open-ended question. It’s a reliable first-rate major donor cultivation strategy – hands down!
I love, love to ask people about their impressions of my organization, our fundraising, our challenges, our position in the community, the problems we are trying to solve, etc.
You can ask their impressions about many things.
This is how I find out what is really happening inside my prospective donor’s heart and mind.
“What are your impressions?” is open-ended enough to offer a safe platform for whatever comment your prospect wants to make.
You find out all sorts of information – things you had no idea what is going on with your prospect.
It tells you where the prospect stands on your issue. It often will tell you why or why not the prospect is excited about your cause.
And it can guide you to a clear next step with your prospect.
It has helped me many a time.
When I was not sure about the next step or where the person’s real interest was, I could always rely on this simple question.
It has saved my day when I did not know what to say, or was having trouble getting the prospect to talk to me.
Ask the question and presto, you are off and running with the prospect in the lead.
And when the donor takes the lead, that’s when the magic happens!
Bottom line: Major Donor Cultivation Made Easy
We all know that good major donor cultivation is all about engaging the donor — not just pitching them.
When donors do the talking and sharing their impressions, then they are becoming more engaged and involved.
Involvement leads to investment.
Listening and asking their impressions will take you far down the fundraising superhighway – right into the next big gift for your cause!
What are your impressions of this article? (My favorite question again!)
Share them and let me know what you think!
What a wonderfully simple question to ask that can go such a long way! I’ll remember that for the future. I always enjoy your posts Gail.
Gail, I appreciate your fundraising perspectives. Thank you for your contribution. Question: Have you ever used strategy #2 within the context of a board meeting. I think it could be an interesting brainstorming method. Thoughts?
As always – Great stuff! Thanks.
This is an excellent article. Reminds me of a great Bette Midler line from Beaches. “but enough about ME, let’s talk about YOU! What do you think of me?”
Very helpful and so true! So many people are afraid to invite donors to a chat because they think they will have to ask for money. If you listen enough, you will figure out why and how this potential donor WANTS to give you money. Great going Gail, thanks so much for sharing this. Donors and potential donors love to be asked their opinions and they will be pleasantly surprised when you don’t ask them for money every time you meet. Excellent donor cultivation strategy.
Janet, love it!
Thanks Heidi!
I use “what are your impressions” all the time in all sorts of situations. Might be a terrific way to open up a board discussion – totally like the idea!
Yup, I can’t tell you how useful that question has been for me in my fundraising career!
Yes, and it’s just so much easier than trying to “sell” your prospect. If we can evoke the DONOR’s vision and interest, everything is so much easier!
I like both of your strategies this week, Gail. I will try to put them to use the next time I have the opportunity, either with the board or with a potential donor. Thanks.
Terrific! let me know how it goes!
Hi Gail,
Great article. When introducing a new prospective donor to your cause, how would you effectively use these tips?
What a succinct way to introduce and reemphasize these two vital strategies! I have been blogging about listening in the context of program development and organization improvement–listening to the people who are utilizing our services. (www.UCOMgr.org) It should be even more evident that listening to our donors and soliciting their thoughts are paramount in our furthering our mission. I will be making use of this suggestion tomorrow with a major operations donor who did not give to general operations last year. You just gifted me with a good night’s sleep as I anticipate a productive conversation–with my ears open and my mouth shut. Thanks.
Hi Bruce! glad to help you get some sleep! My motto is: “when in doubt, shut up!” So much easier than doing all the talking. Let me know how it goes with your major donor you are visiting with!
I”d ask the prospect “What are your impressions of our cause?” I bet she’d have something to say!
Hi Gail,
To understand your comment allowing the donor to talk when you approach a group how do you began your conversation. I’m meeting with a group of Ministers Monday to talk about our agency
also our needs. How should I approach them and should I ask for financial assistance at that time or ask for a return visit.
Hi Willa – If they are not really familiar with your organization, then I’d start by portraying the community issues/needs that you all address. And I’d dramatize those needs with emotion and stories. Then I’d share your organization’s vision and its “Impact Strategies” that will help it solve those problems. And I’d ask them “what is your impression of our plan?”
And I’m not sure about the timing of the ask. Are they expecting an ask? Would be better to involve them in a conversation about what impact they want to create in the community. And see if you can show them how their needs and your needs intersect.
Hi Gail:
In my ask training I use a model I call SIMPL Asking – show interest (pretty much your two excellent tips), match, pace, lead and ask.
I agree with you entirely
Involvement leads to investment. YES! and remembering to Shut Up – oh my. I get so excited that I forget that one. Thank you Gail!!!
Awesome Gail! “Listen the Gift” is the single most important piece of fundraising advice I was ever given. Meet with donors to ask them what they think and what they want to give for, how they want to be treated by your organization. They will tell you! I have found that they will tell you how much they want to give, and for what. Thank you for another excellent post.
Yes, yes, yes! Great advice!
Thank you Gail! I asked for this info and you delivered – it’s much appreciated!
Thank you for this. I’d love to hear more about trends with improving donor involvement and how NOT to be boring by asking the same way year after year.