One thing I frequently hear from clients is that they feel uncertain about the best way to talk about money with donors. They aren’t afraid of the donation request itself, but they worry about the awkwardness that can occur when trying to “talk business” while also building and stewarding relationships.
I learned early in my career that creating a conversation roadmap can be a helpful tool to push past any difficulties and achieve your objectives. Of course, closing a gift is an important objective. But conversations about gifts create the opportunity to learn more about a donor, thank them for their past support and their current interest, and share how their donation makes an impact.
Below are some of my top “fundraising phrases”—statements or questions that I use when talking with donors and prospects about giving.
A number of these questions are an “ask to ask.” I like the tactic of asking a donor if they would like to talk about a gift. I find that it takes away the awkwardness of a straight up donation request and focuses the conversation.
Also, I think it’s respectful. Just because you’ve set up a time to talk to a donor about a gift, doesn’t mean that it’s still a good time. I find that when people are stressed or rushed, a donation request or conversation about a gift isn’t as productive. It’s better to clearly lay out what you’d like to discuss and then engage when the donor is ready.
On the flip side, there is nothing worse than having a wonderful meeting but forgetting to make a donation request! You’ll see that many of these questions can be used at the end of the meeting to bring the conversation back to giving.
Think about your next donor meeting, or one you’re hoping to schedule soon. How can these phrases help you build a roadmap of the conversation?
1. “Before we get started, I want to say thank you. You have been a loyal and generous donor and I am grateful. Your contributions have helped us to….”
2. “I know we have a lot to talk about today. One thing we wanted to cover is your contribution this year. Shall we confirm that and then talk about X, Y, Z?”
3. “I know one of the things we planned to discuss is your gift this year; would you like to email about that, talk on the phone, or discuss in person?”
4. “Would it be ok if we set up another time to talk about your contribution?”
5. “I know that right now isn’t the best time for you to make a gift. Is there a time when you would feel comfortable resuming the conversation?”
6. “Before we run out of time, let’s talk about your thoughts on supporting us this year.”
7. “What are your philanthropic interests these days/this year? How do we fit in?”
8. “Would you be comfortable if we talked about your contribution before we wrap up today?”
9. “I always prefer to talk to people about their donations in person. Would now be a good time?”
10. “How do you like to communicate with organizations? How do you like to be asked for a gift? How do you like to be thanked?”
What other conversation starters and phrases do you use that build up to making a donation request? Let me know!