Getting that Visit in 3 Easy Steps – A Primer on Fundraising Cold Calls
By Sonja Carter JD
When I was 15, my first real job was as a telemarketer for a Kirby Vacuum sales office. In those days, Kirby vacuums (the fanciest vacuum of the 70s and 80s) were sold primarily through in-home demonstrations. At the ripe old age of 15, I spent my summer cold calling folks who had dropped their business card into a fishbowl at a local Minneapolis grocery chain, and tried to talk them into letting a salesperson into their home. Guess what – I wasn’t very good at it! But I’ve gotten better — a lot better. I’ve spent the last two decades as a professional fundraiser and fundraising consultant, and during these years I’ve tried out many different methods of getting in to see a prospective donor in person (the gold standard for fundraising prospect visits). I’ve cold called, cold emailed, sent letters, used LinkedIn, you name it. I’ve also connected with prospects at a football game, a cocktail party, a lecture series, and even walking through the halls of an institution. During this time, what I’ve learned about getting in the door can be boiled down to three easy steps:
- Introduce yourself and where you work;
- Be specific about what you wish to discuss; and
- Make it easy for the prospect to say yes.
Sounds simple, and it is! But as any good writer knows, the shorter and simpler a phrase is, the harder it is to get it right. With practice, thoughtfulness, and a rigorous editorial approach (pruning back, clarifying, simplifying, and then practicing until it feels natural), this method will bring you great success.
Today let’s focus on a cold call to a potential donor (please note, all references to institutions and causes are fictional!).
Introduce yourself: Good manners 101! What is your name, where do you work, and have you met before (or has someone suggested you reach out). This approach gives your prospect context and a reason to (hopefully!) stay on the line. “Hi, I’m Sonja Carter and I’m calling from the Center for Forensic Botany. We haven’t met, but your neighbor Harry Styles suggested I call you.”
Be specific: Be up-front about what you hope to accomplish in this visit, and make a specific and personalized connection to your cause/purpose for visiting. “When Harry and I met last week, I told him about the work the Center is doing with non-native invasive vines in the Freshfields Meadows. He thought you would be interested in the project, and gave me your number. I also read your recent article in Climbing Vine Magazine, and wanted to ask you about your conclusions on the ability of native species to rebound after an infestation.” In this hypothetical scenario, I researched the prospect to figure out how to connect his expertise to my reason for the visit, and give him an opportunity to share his expertise (which almost everyone enjoys!).
Make it easy for your prospect to say yes: Be thoughtful of their time. You aren’t their first priority, and they already have a full schedule — so help them to say yes. In this scenario, our prospect teaches at a college that resumes school the second week of January, and I can see from his posted classes that he teaches on Mondays, Thursdays and Fridays. My approach could be, “I’ll be on campus visiting other folks the week of January 20th. I’d love to stop by your office and chat briefly – I promise I won’t take more than 20 minutes of your time. Are you available the morning of Tuesday or Wednesday of that week?” I’ve limited my ask to days he’s free, and minimized my request of his time. A brief chat, on his turf, gives him control and safety. It isn’t a huge imposition and therefore he’s more likely to say yes.
So while I wouldn’t recommend trying to get a vacuum salesperson into your prospect’s home or office, I can recommend following these three simple steps. Happy cold calling!
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.