When it comes to securing gifts, nothing beats a face-to-face meeting. The late fundraising icon and author Jerold Panas once said, “If you get the visit, you’re 85% on your way to getting the gift.”
Which is why the real challenge is clear: getting the visit in the first place. Today, we’ll look at strategies to help you get your foot in the door—and land the visit.
2 Realities Before You Reach Out
It doesn’t really matter if you already know the donor or if you’re getting to know them better; asking for a visit can be intimidating. Will you stammer or stumble? Will you jeopardize the relationship? What if they say no?!
I can assure you that in every planned giving officer’s career, these things and more have happened. The key is not to dwell on mistakes or take rejection personally—and to persevere.
And the second truth:
The timeline from the first touchpoint to the actual visit can be long and frustrating. People are busy, or they simply don’t want to be bothered. They may not return your calls, texts or emails. Let’s face it, they probably have an inkling of why you’re calling, and they might not be in a rush to have an uncomfortable conversation.
3 Key Takeaways to Keep in Mind
- If you’re getting nowhere with a prospect, it isn’t personal, nor is it a reflection of your expertise. Go back and refine your script; reach out to colleagues and ask for advice.
- Space out your follow-up outreach. (Consider a week or more between calls, depending on the prospect’s engagement level and their provided timeline. Adjust your timing accordingly to each donor’s apparent threshold for contact.)
- Think about how you can add value every time you contact them, such as sharing a relevant article or success story about your nonprofit’s work.
5 Tips to Help You Secure the Visit
1. Be mindful of every point of contact from your donor’s perspective.
Whether it’s in person, on the phone, by text, email or chat, you’ve got mere seconds to encourage someone to decide it’s worth their time to meet with you.
MAKING THE CALL: To sound confident, focus on clarity, tone, and preparation. Speak clearly, with a confident tone and positive inflection, and be prepared with next steps and ways to address common concerns.
2. Know your purpose.
Before making the call, clarify what you want to achieve and keep it top of mind:
- Jot down key points to avoid rambling.
- Be mindful of over-explaining or adding details that don’t contribute to your purpose.
- At the end of the call, summarize the key points discussed and confirm any actions that need to be taken.
PRACTICE MAKES PERFECT: Rehearse your opening lines, key points and closing statements. Going through the call in your head and out loud helps build confidence and ensures you can lead the conversation effectively.
3. Avoid being saccharine sweet.
Cheerful is one thing, but an overly sweet, inauthentic tone can signal insincerity, leading prospects to question your honesty and intentions. It can also make them question your authority and knowledge about planned giving
4. Build the bridge with grace and thoughtfulness.
Try transitioning from greetings and small talk into the reason for the call with an expression of gratitude. Share a compliment you’ve heard about them. If they are already a donor, tell them how much they’re valued and share details of the impact their support has made.
DO YOUR HOMEWORK: Research social media, talk with team members, board members and others in the know to find out recent achievements or other good news about your prospect that you can use to build the bridge.
CONSIDER: Another great entry point for getting the visit is to host a small, invitation-only event, preferably in person, for your most engaged prospects. These events allow prospects to really see, feel and be moved by your nonprofit’s daily impact. During these events, you can see what areas of work resonate with your prospects, learn more about their values and deepen their connection to your organization.
5. Use relationship-building words and phrases like “visit” and “our time together.”
Think of these moments with a prospect not as a phone call, text or meeting but rather as an opportunity for deeper connection.
At every touchpoint, you should be looking for clues about a prospect’s charitable aspirations, desire and capacity to make a gift. You’re a bit of a matchmaker, really, helping to align their charitable interests in ways that allow them to make the most impact and feel truly fulfilled.
Bonus Tips to Get the Visit on the Books
- Don’t let the conversation stop at the prospect saying, “I’ll think about it and get back to you.” Instead, offer several meeting times and ask where they’d feel most comfortable getting together.
- Share how long you expect the meeting to take.
- If a full meeting isn’t possible, suggest a brief coffee chat as a stepping stone.
- Follow up promptly after the initial conversation with a friendly reminder or confirmation email.
Seven years after his passing, Jerold Panas, the fundraising icon and author I mentioned earlier, still reminds me, and hopefully you too, of why we do this work that can be stressful but also wholly rewarding.
“Lucky you. You are a fundraiser. Some shy away. Some are afraid. Some say they don’t like it. You know better. You are, in your own special way, helping to change a corner of the world.”
For additional insights, explore Jerold Panas’ Asking: A 59-Minute Guide to Everything Board Members, Volunteers and Staff Must Know to Secure the Gift.
READ NOW: More unique insight and helpful resources from Stelter. Enjoy!
