Mind the Gap

At the basic training level the frontline fundraiser might consider a couple of valuable skills to develop.

First, and so obvious it is often overlooked in training, is how to learn whether the person you hope to cultivate for a gift is even interested in discussing it with you – WHY he cares enough about your nonprofit to accept your invitation to meet.

The other is how to ask for the gift – solicitation skills. Sadly, many training programs focus only on the ask – WILL YOU consider this gift?

There are two equally important issues to address between requesting the discovery meeting and asking for the gift – two equally important skills to learn and hone.

The first is to learn how to effectively transition from WHY the new possible donor might be willing to discuss your organization with you to for WHAT she might consider making a gift. This is the vital conversation about gift purpose/designation, about what at your organization matters most to her.

The other is HOW the gift under discussion might best be made – when, with what assets, and in conjunction with what other considerations you can learn from your prospect. This is the part most often overlooked, even avoided in many cases.

The typical frontline fundraiser tends to think, when reading this, about “planned giving” and runs as far away as possible. That fundraiser assumes a requirement to know all about wills and trusts before inviting such a conversation.

The typical frontline fundraiser leaves a lot of money on a lot of tables by avoiding the conversation about HOW, by not asking about triggering life events and asset allocation that might complement a desire to make a meaningful contribution.

The gap between WHY and WILL YOU? is vital space. It’s where the gift lives.