Donor Cultivation: How to Handle Angry Phone Calls
by Sonja Carter, JD
How do you handle an angry call, email, or zoom from one of your donors? Be honest: do you regret answering your phone, wish they would just stop complaining, or get defensive and want to rebut their complaint point by point? Because those are pretty normal responses. We’ve all had them; no one likes being yelled at, no matter the situation.
What I’m urging you to do today, however, is to understand that those hard moments are not ones to be avoided, but ones to be relished - because they are opportunities! Scoff away, and think “oh sure, it’s just an opportunity to get yelled at…” But, if you do so, you are throwing away a golden opportunity.
That’s right – a golden opportunity. These are the tough moments that let you deepen the relationship between the donor and your nonprofit. Deepen, and improve.
Why does letting someone complain vociferously make things better? Well, for one thing, your donor will feel listened to – they will feel heard. In these days, it is an increasingly rare phenomenon to be heard. If you slow down, and just listen, you are showing this donor that they matter. That their opinion matters. And that builds trust.
What else happens when you listen to the complaint? You learn, straight from the donor’s mouth, what they care about. Fundraising 101 involves learning as much as possible about your donors, to help you match their passion to your mission, which inspires gifts that create impact and propels your mission forward. Listening to something that drives a donor to reach out? It’s an opportunity to learn.
And what happens if you DON’T listen openly to the complaint? You risk teaching the donor that their opinion does not matter – and then why should they care. In the end, the real threat isn’t being chewed out during a rough phone call. The real threat is indifference. Because then, no matter what your nonprofit does or does not do, that (potential) donor no longer cares. Listen with genuine compassion to your donors and your potential donors when they speak up. The world will be a better place for it, even if you are uncomfortable for a while! You’ll be glad you did.
Sonja Carter, JD previously served as the Senior Campaign Advisor at the Heller Fundraising Group. Sonja's expertise lies in capital campaigns, planned giving, major donor cultivation, solicitation and stewardship.