In my last article I stated that effective fundraisers must become bilingual, that they must learn the gift conversation from the prospective donor’s side of the coffee table. I suggested that we take time to translate the familiar language of the development/fundraising cycle into the four decisions donors will make when they decide to make major gifts.
This article translates Discovery, the first stage of the development cycle, into the first of those four decisions – WHY the possible future donor cares enough to even speak with you about the organization you represent.
From the fundraiser’s perspective you’re discovering possible interest and motivation to give. This is true, but how can you go about doing that in a way that resonates with your suspected donor, in language she will understand and respond to?
During discovery you must invite your suspected donor to talk with you about WHY she cares enough about your organization to speak with a fundraiser about it in the first place.
Make no mistake; she almost surely knows who you are and what you want. When she agrees to meet, opens the door, sits you down, then gives you her attention, you have permission. She’s waiting for you to get to the point.
That’s the point when you must speak her language to learn just why your organization matters to her. That’s the time when you must invite a conversation about emotional connections, about memories, about wishes for your organization’s future. That’s what you’re discovering.
My next article will translate Assessment into the second of the four decisions in the donors’ language – for WHAT purpose they might consider making a gift.