Mastering Donor Meetings: Ask Boldly, Fund Your Nonprofit Mission
By Peter Heller
Picture this. It’s Friday night and you’re craving Thai food. So, you turn to your spouse or call up a friend and ask: “Do you want to go out to dinner tonight? Why don't you pick the place?”
What are the chances that you get Thai food?
If you’re pretty sure you’d end up at the burger joint down the street instead, then you already know you didn’t ask the right question.
The same applies to making a big fundraising ask.
Too often, fundraisers go into a prospect meeting prepared for a delicate dance. Do you let the donor take the lead and see what they offer? Do you aim high and worry about offending them? Or go low and risk leaving money on the table?
My advice is to cut to the chase and be up front about your needs and what you hope they can contribute.
Leave your fears at the door.
The inherent power dynamics can leave fundraisers hesitant to say the wrong thing. But when you’re too deferential, gift decisions can be left up to the donor’s whims. And, is there anyone who makes a stretch gift without being asked to stretch? I’ve seen two gifts like this in my 35-year career, literally.
Stay confident and remember that you’re meeting with someone who wants to do good—and you’re offering them a way for them to do that.
Don’t assume insiders already know the details.
Even board members and campaign committee members—people you think have a deep understanding of your goals—can get mixed up in the details. Maybe they’re considering their annual giving capacity and you’re thinking about a five-year pledge. Or maybe they understand the campaign goal, but don’t know how their contribution fits in with others. A specific ask can help clear up any misconceptions.
It’s OK to push back.
If a donor comes into the meeting with a dollar amount in mind and it’s not quite what you had in mind, the conversation doesn’t have to end there. It’s OK to say, “That’s amazing, thank you—but here’s what I had in mind.” Or, “We really appreciate that, but this is a multi-year campaign. Could you give that amount every year to help us reach our goal?” Be polite, be kind, but don’t hold back.
Above all: Be specific.
If you want Thai food, you need to ask for Thai food. And if you want a $1 million gift, you need to ask for a $1 million gift. When you approach a donor with…
a specific dollar amount,
a specific time period, and
a specific purpose
…you’ll leave the meeting knowing you laid it all on the table. It’s up to them to give you an answer. That part is out of your control.
Do you have a big ask in mind but you’re not sure how to approach it?
At the Heller Fundraising Group, we’ve helped our clients ask for—and receive—more money than ever. We can help with feasibility studies, capital campaigns, and transformational solicitation training that are directly tailored to your organization, your needs, and your donors. Schedule a free strategy session to find out more.
Peter Heller is the Founder of the Heller Fundraising Group, a New York City-based fundraising consulting firm that works with local, national and international nonprofits on capital campaigns, campaign feasibility studies, major gift programs, and hands-on training.