Fundraising is not a one-time event, but a continuous process of building relationships with potential donors. However, many fundraisers struggle with how to follow up with their prospects without being annoying or pushy. Here are some tips on how to respectfully and persistently follow up with potential donors and increase your chances of getting a positive response.
Before you reach out to a potential donor, do some research on their interests, values, and giving history. This will help you tailor your message and offer to their specific needs and preferences. For example, if you know that they care about environmental issues, you can highlight how your project contributes to sustainability. If you know that they prefer email over phone calls, you can respect their communication style and avoid interrupting their day.
Fund raising is all about building and maintaining relationships. Think of it like dating or meeting a new "friend" later in life. Use your intuition and not anxiety to build a healthy rhythm to how you engage. Be patient! The thing I tell clients and Co workers is to focus on what you can give not what you can get. How can you support investors other efforts. It's a relationship and it should be treated as one.
Exactly! Knowing your audience is crucial in effective communication. Understand their interests, preferences, and communication style. This knowledge allows you to tailor your messages to resonate with them, increasing the chances of a positive response.
One of the most common mistakes fundraisers make is not having a clear timeline for their follow-up. This can lead to either forgetting to follow up or following up too frequently and annoying the prospect. To avoid this, you should have a plan for when and how you will follow up with each potential donor, depending on their level of interest and engagement. For example, you can follow up with a thank-you note within 24 hours after an initial meeting, then send a reminder email a week before the deadline, then call them a day before or after the deadline.
Establish a follow-up timeline that strikes a balance between staying engaged and avoiding excessive contact. Consider the urgency of your cause and the typical decision-making process of your potential donors. A well-planned timeline helps maintain persistence without being intrusive.
Another key to respectful and persistent follow-up is to provide value to the potential donor in each interaction. This means that you should not just ask for money, but also share relevant information, stories, or updates that show the impact and urgency of your cause. For example, you can send them a newsletter with testimonials from beneficiaries, a video with a progress report, or an invitation to an online event or webinar. By providing value, you are not only reminding them of your request, but also building trust and rapport.
Continuously provide value to potential donors by sharing updates on your organization's achievements, impact, and how their potential contribution could make a difference. Demonstrating the positive outcomes of their support reinforces their connection to your cause and encourages ongoing interest.
One of the best ways to engage a potential donor and move them closer to a decision is to ask for their feedback. This shows that you value their opinion and input, and that you are open to learning from them. For example, you can ask them what they think about your project, what questions or concerns they have, or what suggestions they have for improvement. By asking for feedback, you are also creating an opportunity to address any objections or doubts they may have, and to showcase your expertise and credibility.
There is a joke in fundraising: If you want money, ask for advice. If you want advice, as for money. However, only ask for advice that you intend to consider in earnest. If you ask for advice then completely ignore it, you risk offending the donor.
Seek feedback from potential donors to understand their perspective and preferences. Respectfully inquire about any concerns or suggestions they may have. This not only shows that you value their input but also provides an opportunity to address any hesitations they may have, ultimately strengthening the relationship.
Finally, you should respect the potential donor's decision, whether it is positive or negative. If they agree to donate, you should thank them sincerely and promptly, and confirm the details of their donation. You should also follow up with them after they make the donation, and keep them updated on how their money is being used and what outcomes it is achieving. If they decline to donate, you should thank them for their time and consideration, and ask them if they would like to stay in touch or receive future updates. You should also try to understand why they said no, and use that information to improve your future fundraising efforts.
Respectfully accept and acknowledge the decisions of potential donors, whether it's a commitment or a decline. Express gratitude for their consideration, and leave the door open for future engagement. Maintaining a respectful approach, even in the face of a refusal, fosters goodwill and leaves a positive impression.