You’ve been after a key donor for two years now. You’ve called more than 50 times and have had over 10 meetings with them, you’ve sent them over 100 emails, you’ve prepared and adapted the proposal several times, sent birthday wishes every year, and have done them a big favor. But the donor still says no. What does that feel like? Obviously, getting donors to Yes is the goal of any fundraiser.
Use the 7 keys for getting donors past “No” and to the “Yes”
1. Don’t take it personally
If the donor says No, it’s important not to take it personally. Always thank donors for their sincerity in saying No, and focus on confirming what they do want. You can look at your proposal from the angle of what will work best for your donors’ needs, pointing out what they don’t like about it. Go for it… You can do it!
2. Be loved by your donors
Donors are more likely to buy if they have directly met and like the fundraiser. You’ll go up in your donors’ esteem if you take an interest in them and cultivate a relationship based on mutual interest, getting curious about where their personal and professional sympathies lie. Take the time to cultivate the relationship!
3. Convey your passion to your donors
Donors buy from people who show expertise and credibility. Fundraisers who love their causes create a better impression with donors. Their passion for what they do is contagious.
4. My turn today; yours tomorrow.
Doing favors strengthens the ties and the relationship, making it more likely that your favor will be returned. It’s my turn today; yours tomorrow. Find a way to surprise your donors by helping them, above and beyond the support you are asking for. When you do a favor, don’t expect anything in exchange; do it in a disinterested manner.
5. Learn what motivates them
Ask powerful questions to learn your donors’ needs and motivations for supporting your cause. Once you know what they are, present your cause in that light, and always show the benefits and usefulness of the charity or NGO for that particular donor.
6. Tailored to them
The sooner you discover a donor’s fears or objections to supporting your project, the sooner you’ll be able to overcome them. Objections appear frequently in the seducing process; the key is to help donors overcome their fear and resistance.
7. I want that, too
Your donors are your best ally in recommending your projects. Using whatever support you prefer, compile and document experiences and testimonials of donors who have already collaborated with you. They are a great example and can predispose other donors to say “I want that, too”.
It’s important to remember that when your potential donors says No, that’s when the negotiation process begins and you increase your chances of getting to Yes. What’s your opinion now of donors saying No?
I invite you to go to www.FundraisingLeadership.org to become a free member and receive advance notification (and discount!) for free online content that will help in getting donors to yes.
Silvia Bueso is a certified professional coach, expert in the Art of Asking. She helps nonprofit leaders to effectively make the ask in a way that allows them to achieve their teams’, projects’ and organizations’ objectives.