Can you guess what one request donors always agree to? It is, “May we run an idea by you from time to time?”
The answer will almost always be yes, perhaps with some conditions placed on it, as long as we have established that they have some interest in our organization’s mission because they have:
- Attended one of our events
- A history of giving to a similar cause
- Given to us, but at a modest level
- Granted a courtesy interview
If any of those or other strong indicators have been established, donors will invariably say “sure,” but might add a “but…” which then guides us as to when we can follow up and gives us a better idea of what they might look favorably upon. That’s exactly what we want.
The follow-up is as easy as a call or e-mail asking:
- Would this project be of interest?
- Could we send you some information? What would be most helpful?
- Would you like to meet the project leader?
- Would you be open to a tour or demonstration project?
And we simply customize from there. We always ask permission. We always respect donors’ guidance and boundaries. If we pick strategic projects that seem to align with donors’ passions and listen and learn from each interaction, trust and goodwill are established, and donors’ philanthropic doors remain open. If we don’t, the door eventually closes.
The surety, simplicity, and authenticity of this approach make one wonder why we:
- Make fundraising so complicated
- Have donor strategy sessions that take on the tone of plotting against or stalking the philanthropic
- Pore over donor information as if we’re engaged in counterintelligence
- Use false pretenses to ask for meetings
- Over-prepare for meetings
- Oversell in meetings, either in the pitches we make or in the materials we present
If someone is philanthropic – and that’s easy to establish – we don’t have to convince them to give; we have to demonstrate that we are worthy of their consideration.
Calculated strategies and approaches are counter-philanthropic. We have massive evidence showing donors:
- Don’t want to be wined and dined
- Hate ambush asks
- Reject organizations that over ask
- Question why so much is spent on solicitation materials
- Reject our branded gewgaws
- Become turned off by hyperbole and advertising copy
The more calculated we become, the more we confound donors and disorient fundraisers.
Just be real; it’s the best way to tap into real philanthropy.
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors and, with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books, including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.
Related Resources:
- Webinar: 4-Step Process for “Reimagining Fundraising Operations”
- Why Would A Donor Want To Build A Relationship With a Fundraiser?
- What’s Your Reason for Requesting The First Meeting With a Prospective Donor?
- How to Fundraise? Understand The Donor’s Why
