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The Missing Ingredient In Your Major Gifts Effort

09/02/2011 by 33 Comments

Do you ever feel like you are stuck in the office? The problem is – you’re not going to raise any money there.

You need to spend quality time getting to know your donors.

You’ve got to get out in front of donors.

Many of my colleagues complain that they just aren’t out making the calls on donors they need to make.

They know it’s the missing ingredient in implementing their fundraising plan.

The #1 Secret of Raising Lots of Money? Face Time With Donors

The problem (or opportunity) is that there’s no substitute for face-to-face customer/donor contact.

How else can you forge a deep relationship? How else can you use your radar to learn more about the donor’s interests and inclinations?

And if you consider the Lifetime Value of a major donor to your organization – it might be easier to justify getting out there and visiting with them.

Why is it so hard to be out of the office?

Immediate priorities keep pulling at you. And they take you pretty much nowhere.

Don't let yourself get stuck in the office!

Yes, you’re working on your direct mail program, writing thank you letters, solving problems, setting up your next event, even reading this blog – but none of this will raise the really big money you need.

As Ayda Sanver, the very smart ED of the CSAAC Foundation in Maryland told me a couple of weeks ago – “You can’t raise money in your office!”

She’s out there all the time visiting with potential and current donors. Yes!

The Data: It Really DOES Pay to Schmooze

Red=socializing before the deal Blue=no socializing

The Neuromarketing blog this week ran an article “It Really Does Pay to Schmooze.”

They cited an experiment that tested the difference between establishing a personal connection and not establishing it.

They found that when students socialized before doing business, the odds were far greater that they would strike a successful “win-win” deal.

Take a look at this chart – you can see that establishing a social connection with your customer/donor makes all the difference in your ultimate success.

They said: ‘Good, old-fashioned face time can have a significant impact on trust and behavior.”

So what’s your plan for getting out of the office?

Here’s Your Plan:

1. Set a goal for each month.

Set the number of visits you plan to make each month.  Is it 12, 8 20?  (If you are not a CEO, then you should make a minimum of 12 I think.)

You will never get ANYWHERE without this goal.

2. Enlist internal support.

Tell all your co-workers about your goal and ask them to push you out of the office. You’ve got to have internal support.

Sometimes non-fundraising staff will raise their eyebrows about our need to get out of the office.  I used to sense subtle disapproval from some co-workers when I was a staffer.

So be sure everyone knows what your job is and why it’s important to be out there.

3. Make it a big deal.

Talk about your visits, and your goal. Get your CEO behind you. Get your board behind you.

Tell everybody that you need to make a certain number of visits each month.  Ask for their help.

Who needs a face-to-face meeting? What wonderful donor needs to be thanked in person? Who has tons of potential and needs more cultivation?

(If she’s smart, your boss will make this a management tool, and will ask to see monthly reports on your progress against goals.)

Don't even let hurricanes stop you!

4. Just do it.

Draw a line in the sand and make a personal commitment.

I send out my Friday newsletter come hell or high water. (Or hurricanes!) I just do it.

No matter what’s going on in my life or business, this newsletter comes out.

And it has made all the difference in the world- to my thinking – to my marketing – to my professional development.

So just think what you could accomplish if you had a lot of major prospects under cultivation. How much more money could you raise?

Bottom line:

Here’s your motto: “If it’s to be, it’s up to me.”

You can do it! Just make the commitment.

Question to you:

How often are you out of the office?  How many calls do you try to make each month?

Leave me a comment and let me know -

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  • Lily

    The face-to-face works wonders!  My board prez and I went yesterday to a donor to ask for  financial help with fixing our roof.  We were both covered in grime from working – he had less than 20 minutes to meet with us so we got down to business right away and he said YES.

  • Dying to GO!

    I would love to know how others have explained the need to be OUT of the office as opposed to providing back up support for telephones, etc. I am the first DO in the history of my organization and am experiencing significant pressure by my colleagues (and ED) to be at my desk all day. Help!

  • Kimberly

    One of my mentors said she would put a sign on her chair, “Ain’t no money here” before she left for a donor call.

  • http://twitter.com/philresearch La Sridhar

    Gail- right on the money!!  Be it phone calls/face to face meetings-we need the personal touch.   I tell some of my clients to set aside time for only 5 phone calls a week and maybe one F2F visit a week–it starts adding up and the impact is huge!   

  • Brian W. Hanse

    We are intentional about having lunch with referral sources.

  • http://pulse.yahoo.com/_LPTDNOEDSAU6F7RQJHIJ44Y5KM funchy crunchy

    How do you get supporters to WANT to meet?    What’s in it for them?   People are busy.  We have a hard enough time getting existing donors to open mailings.    Our supporters like what we do, but they don’t like to feel pressured to give.   I also have a hard time getting time with business owners, as they are usually out on their own sales calls in in meetings.  Ever feel like people see you as “the person begging for money” and they hide from you?

  • Anonymous

    OH boy, this is a perennial question.  I’d try some thank you calls on donors. Or get someone to open the door for you.  Don’t try to make cold calls – it’s too depressing. Use your board member network. Have a fun event to thank donors. Don’t have your hand out all the time. Good luck!

  • Anonymous

    Love, love lunching! 

  • Anonymous

    You bet – it really does add up!  Impressed with your strategy – and they’ve got to set the goal, don’t they!

  • Anonymous

    You bet – it really does add up!  Impressed with your strategy – and they’ve got to set the goal, don’t they!

  • Kathy

    Help!  I know that I should be out making donor calls.  But  I’m reluctant to start.   How do I convince donors that I don’t know to meet with me?  

  • Anonymous

     Somehow you need to educate them on what your job is. Especially your ED. I worked with a recent client’s staff recently and walked thru the different types of fundraising – special events, mailings and major gifts. I showed them how each functional area had different best practices and strategies. The entire staff really appreciated the overview and they seemed to be more ready to support each other.

  • Anonymous

     Somehow you need to educate them on what your job is. Especially your ED. I worked with a recent client’s staff recently and walked thru the different types of fundraising – special events, mailings and major gifts. I showed them how each functional area had different best practices and strategies. The entire staff really appreciated the overview and they seemed to be more ready to support each other.

  • Anonymous

    wow = you all brought the mission right into the donor’s office with your grime! way to go!

  • Hnmdevelopment

    This is so “right on,” and needs to be a constant reminder from us to us!

  • Anonymous

    This is a tough one too. Try thank you visits. They are fun and easy. Ask someone who already knows the donor to come with you and introduce you.  It’s hard to do it cold, for sure.  Write them a note first and tell them you’d love to hear the story of why they gave to your organization.

  • Danny

    How do you generate leads for donors?  We are a religious nonprofit and that seem to cause people’s eyes to glaze over when I begin talking. 

  • Anonymous

    Try not talking. Try asking questions instead.  Check out my recent article “the fundraisers kiss of death,” and  other recent ones on listening. You’ve got to find a way to draw them into the conversation, not talk “at” them but get them to talk to you.

  • Djrski3

    Hi Gail,
    I just taught a class to a large group of nonprofits and this was a central theme that I hit on throughout the class. It is a critical component of success and I could not agree more. Making the plan for and executing on the plan to be out, is key. Thanks for sharing and I always enjoy your newsletter.
    Dee Robinson, Palm Beach, FL

  • Anonymous

    Hi Dee, and thanks! I think I need to write something on how to make a visit. Or how to ask for a visit. Or how do you choose how to visit.  I think a lot of staffers simply can’t get their heads around how to actually pick up the phone or send the email to ask for the visit. And then they are unsure on what to do when they are there. What do you think? There’s some sort of block there I think.

  • Lgreif

    No magic, just terrific advice.  Thanks Gail.  I shared this on facebook and twitter because this is even more important when you’re looking for planned gifts.  If you schedule it on your to-do list, it becomes easier to do it.  I’d like to post in on my blog too (with your permission and full credit to you).

  • Anonymous

    Hi, certainly happy for your to re-post! thanks for writing and I agree – it’s an absolute MUST for PG!

  • Martha

    Our problem is that we’re stretched all across the country and have no budget for travel.  Ideas?

  • http://twitter.com/tracyproctor Tracy Proctor

    Thanks, Gail, great advice as always.  It is critical to set a goal and get support for getting out of the office.  I suggest to clients to tie it in to their individual major donor plans that way it meets two goals and shows them the impact of one action. 

    And YES to your reply to @8221e4872fd6bc2cd31069db0096c50e:disqus  please write about tips for setting up a meeting.  I think the big issue is why do I tell the donor I want to meet with them, especially when people are so busy.  One that works for me–”I want to get your advice on xxx.”

  • Lorri Greif

    Thanks.  my blog url is http://www.plannedgivingbreakthroughs.com if you want to check it out.

  • Anonymous

    Hi Tracy – great to hear from you! I agree, an article soon on how to ask for a visit. Anything else you want to add? if you email me some detail and an example, I’ll include it! have a lovely weekend!

  • http://twitter.com/tracyproctor Tracy Proctor

    Gail, I’ve got something and will email you this week!  Thanks.  Hope you had a great weekend!

  • http://twitter.com/tracyproctor Tracy Proctor

    Martha, that’s tough.  I’d suggest following Gail’s plan but instead of traveling, shut your door and call your donors.  It may not be as impactful as in-person but better than not getting to know your donors.  I bet the donors who live across the country would be pleasantly surprised to get a call.

  • China Galland

    thank you, Gail, delighted to find your great blog!

  • Anonymous

    China, welcome! You’ll be glad you joined us!

  • Bob Moore

    I especially like the self-motivating steps to help get out the door! Most of us probably knew the importance of face to face meetings but many of us found a lot of ways to stay in the office far too much. These are tips we can take to the bank! As an old board member, a senior nun, once told me, “Bob, No money, no mission!”

  • Sheila

    I would love some help on this – did you already write something and if so where can I find it.  Thanks.  

  • http://twitter.com/cthompson585 Christine Thompson

    This year I took a look at the new or first time renewals of our donors who are not quite at the $1,000 level (our MG level) and either called them or sent them an email asking to buy them a coffee and learn more about why they chose to support our organization and to tell them more about how their support makes a difference. I had wonderful responses — one donor’s was “WOW, I would love that” – we’re having coffee tomorrow. It is my favourite part of the job, making the calls and meeting the donors, and I share that with them too when we meet.
    Thank you Gail, for your terrific articles – I look forward to them each Friday. Even if they are on a topic that I think i know well, I always pick up some new tidbit. I have set my own personal goal of 3-5 donor meetings a week by myself, in addition to the meetings I’m arranging with my volunteers. It does help to have that goal.