Active Listening in Donor Development
Working with donors is such an awesome part of the fundraising process. We have the honor of matching their interests with a great need in the world. To make that match happen, we have to do a great deal of active listening.
I came across a great article on this topic recently and it made me think about the listening we do with our donors. The article lists four steps which I will translate into fund development language.
Hear the donor's passion- I remember what I was like when I started 15 years ago in fundraising. I couldn't wait to tell the story of my organization. I was just waiting for the donor to take a breath so I could share something that I thought was important. Today (most of the time!) I am much more patient as I listen to the answers to the following questions:
- What has been your greatest accomplishment?
- What is the big accomplishment that is still on the horizon?
- What is one part of the world/community that you want to improve?
Translate and Repeat- So they just told you that their greatest accomplishment was building a company from scratch. This can tell you quite a bit about their philanthropic interest, but only if you heard it right. So, at this point you need to translate/rephrase their statement into your own words.
Ask for Clarification- "If I heard you correctly, starting a family business and growing it into a regional company is your greatest accomplishment. Did I get that right?" If you did get it right, you are listening well and on your way to a great relationship. If you missed something, your donor has a great early opportunity to offer clarification which benefits both of you.
Follow-Up is Everything- "Wow, starting a family business must have been exciting! What are the key lessons you learned?" The follow-up questions are an honest and genuine way to deepen the relationship. They also reveal a donor's passion and lay the foundation for a better understanding of their potential philanthropic goals.
When we truly listen to our donors we create a respectful and beneficial foundation on which to build a lasting and fruitful philanthropic relationship.
Rob Henson is a Certified Fund Raising Executive with 15 years of experience. He has managed over 80 capital campaigns and served over 200 global clients. You can learn more about Rob's work at www.hensongroupllc.com