If you’re like me, you hate being sold.
You can sense when a salesperson is trying to get you to do something you’re not quite sure you want to do, at least not yet. It’s a terribly uncomfortable feeling, isn’t it?
When I’m at a store or a car dealership (or something like that) and the super-friendly, perky salesperson asks me if I need any help, I almost always say, “No.” Even when I DO need help, I sometimes reject their outreach for no good reason. It’s just a knee-jerk reaction! Weird, right?
From the salesperson’s perspective… I’m there, I brought myself into the store, I have questions, and I’d like to know more. So why on earth would I reject their outreach to help me learn and make a decision?
The answer is simple: I’m scared I’ll be sold.
I don’t want to be manipulated or coerced. That’s what has happened to me before, leading to buyer remorse. So, I thwart their attempt to facilitate the buying process and continue thinking on my own, gathering information and weighing my options, with no pressure or discomfort whatsoever.
Your major gift and legacy gift donor prospects feel the same way.
Here’s how many fundraisers make the same mistake as the sales clerk at the store. They call the donor prospect and say something like, “I just wanted to thank you” or “I just wanted to update you.” What do you think is going through their mind at that instant?
They’re thinking, “They just want me to make a donation! I’ll say I don’t want to talk right now. I’m busy. Or, I’m not interested.”
Here at MarketSmart, we’ve even had tons of donors say they left an organization in their legacy plans or that they were interested in making a major gift. But when the fundraisers reach out to them, they say, “I must have clicked the wrong answer on the survey. I didn’t leave a gift in my estate plan.” Or, “I’m not interested in making a major gift.”
Our customers (the fundraisers) hang up the phone shaking their heads thinking to themselves, “But they DID click the button on the survey. They must be interested! Why won’t they talk to me?”
What’s going on here?
The leads aren’t bad. In fact, they are awesome!
Similarly, when I visit a store or a car dealership, I’m a great lead too. I’m clearly interested. Just think about how much effort it required for me to go into the store or dealership. I had to physically bring myself there. So of course, I AM INTERESTED.
But I’m interested in self-navigating the decision-making process. I’m not interested in getting assistance (and being sold). At least, not yet. I’ll want that kind of help once my interest turns to desire. And the person I trust most to help me move through the consideration process is ME! Not them.
The point here is that salespeople and fundraisers need to recognize this and have empathy for their customers and supporters. It is their job to find ways to help people move themselves from interest to desire. Then, when a customer or donor prospect reaches the desire stage of the consideration process, they’ll be most accepting of one-to-one outreach.
So how can you help your donors move themselves from interest to desire?
1. You must give to your donor prospects with no expectation of getting anything in return. That will actuate the law of reciprocity, making those that accept what you give exponentially more likely to want to give back to you (and your organization) in return.
2. What you give them must reduce the friction involved in the engagement and decision-making process. Mostly that friction is related to fear. And, fear is related to consequences.
3. What you give them must be valuable and, remember, value is in the eye of the beholder. So, what you give them must be in line with their needs and interests.
Having said all that, the key to your giving is opaqueness.
In other words, what you offer to give them must not only deliver value, reduce friction, and be absent expectations of reciprocity but it also should have very little or nothing whatsoever to do with donating— making it opaque.
It should, however, have everything to do with helping people feel good and find meaning in their lives.
Here’s an example of a powerful opaque offer that you can use.
Imagine you work for a college or university and you have digitized versions of every yearbook going back over the past 50 years. You could offer a link (URL) to your high-value donor prospects so they can access the repository, download images, and share them easily with old friends.
Since the offer provides value and is opaque (it’s not about donating or meeting with you at all), your supporters will be much more likely to accept it. When they do, they’ll be thankful that you gave it to them and their trust in you (and your organization/institution) will grow. Plus, they might feel like they owe you. That’s the law of reciprocity at work!
Contrast that offer with offers many fundraisers use to generate engagement such as:
(1) an opportunity get an an update;
(2) a free cup of coffee;
(3) a wills kit to help with estate planning.
None of those offers provide real value in line with the donor’s needs at a time when they are not yet very interested or feeling intense desire.
(1) an opportunity get an an update: Donor prospect not yet in the desire stage thinks to herself, “They just want me to donate. I’m afraid. I did that once before. It wasn’t fun. What’s in it for me? Can I trust this person?”
(2) a free cup of coffee; Donor prospect not yet in the desire stage thinks to herself, “I don’t drink coffee! They just want me to donate. I’m afraid. I did that once before. It wasn’t fun. What’s in it for me? Can I trust this person?”
(3) a wills kit/workbook to help with estate planning. Donor prospect not yet in the desire stage thinks to herself, “Ugh! I’m old and I’m gonna’ die! Plus, they just want me to leave a gift in my will… and then they’ll probably hope I die soon! I’m afraid. I don’t want to think about that right now. ”
Don’t believe me?
Test it. If you work in higher education, call up 100 supporters asking them if they’d like a wills kit so they can think about their impending doom and how they can overstep their kids to give their money to your institution. Then try calling up 100 more asking them if they’d like a digitized version of their yearbook. I bet you’ll get a lot more engagement with the later offer.
There is one caveat to everything I just explained here.
IF you are aiming solely for super, highly qualified leads — supporters already in the desire stage who are ready and likely to take action — and you do not want to widen the funnel to build relationships with a lot more donor prospects, then you can use hard offers like a wills kit/workbook. Just be prepared for very low response rates.
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