18 TPF JOURNAL
3 SIMPLE QUESTIONS THAT GET DONORS TO GIVE
A SMART PRACTICES REPORT FROM BRISTOL STRATEGY GROUP
ELLEN BRISTOL
Conventional wisdom reminds us to listen more than we talk when we ’ re out there cultivating donors . But are we “ listening ” for the right information ? Do we know what answers we want to hear ? In the world of professional fundraising , the questions we ask are as important as , and maybe more important than , the words we are listening to . We need to ask questions that give us the answers we need to hear . Asking the right questions the right way changes the donor-cultivation game in significant ways , to the advantage of both parties .
Try these questions . They ’ ll seem stupid-simple at first glance , but they are magic at getting prospects to open up .
INTRODUCING THE THREE SIMPLE QUESTIONS
• The Success Question : “ What do you want to achieve ?”
• The Frustration Question : “ What do you want to avoid ?”
• The “ Right-Charity ” Question : “ What helps you decide which charities to support ?”
WHY THESE QUESTIONS WORK They elevate the fundraiser to the level of peer with the prospective funder . They make it easy , even for people who don ’ t raise money professionally , to open the conversation and begin relationships . And they tell you what your donors think and feel – in your donors ’ language . Best of all they change the conversation from adversarial – “ Give me money now because we need it !” – to relationship-building – “ Let ’ s get to know each other and see where it goes .”
These Three Simple Questions show respectful interest centered on the donor and his or her reasons for giving , personal advancement , reputation-building , desire to redress wrongs , or any other sentiment that provokes charitable giving . Questions like these create an atmosphere that gives both parties permission to say “ we are not really right for one another ,” and still part on good terms . And considering the cost of your scarce and precious time , that answer is a desirable one if you want to invest in prospects with potential for high lifetime value .
PREPARATION : WHAT YOU REALLY OFFER
Your organization is justifiably proud of its mission , programs and outcomes . That ’ s fine , but before you start bragging about your wonderfulness , find out what your funders want to support and why . Corporate partners want to get points for being good corporate citizens , and enhance their brands . Grant-making foundations want to invest in organizations that will prosper . Donors are motivated by complex issues , from a passionate commitment to your agency ’ s cause to their desire to hobnob
THE PHILANTREPRENEUR JOURNAL | JULY 2016