How to talk to donors

Tips from the best in the business

Rory Green has an impressive fundraising background dating back to childhood and has worked for groups like the Ottawa Hospital Foundation, the Canadian Cancer Society and, most recently, the BCIT Foundation. 

It was my privilege to hear her speak at an AFP event, and a few of the tidbits I took away from her speech immediately helped us help our clients.

1. “Get to know your donor both before your first meeting and during each interaction.”

Advance research can be an invaluable way to establish a connection during your first meeting. Build on what you learn about them as people by paying attention to subtle things like the art on their walls. You may have more common ground than you originally thought.

2. “Listen more than you talk.”

Be present and listen intently to everything that a prospective donor is willing to share. If you focus on jumping to solutions, you could miss valuable insights about their motivations and goals.

3. “Assemble a list of ‘magic’ questions.”

Questions are a great way to get the ball rolling and get your prospective donor talking. Keep a list of ready-to-use questions such as “What are you proudest of?” or “What was the best gift you ever received?” or “Who is your hero and why?” 

A repository of magic questions is great to draw from when you hit a slump in the conversation.

4. “Watch for a spark.”

If you hit on something your donor is clearly passionate about during your conversation — a hobby, person or subject — build on it to learn more about the root of their passion and how it relates to their hopes and dreams for the future. People love to talk about things they care deeply about.

5. “Say ‘thank you.’”

Too many people forget this basic practice. Treat the information a prospective donor shares with you as a gift itself. Be sure to express sincere gratitude for their time and for what they have shared.

Connect with us for more insights to amp up your fundraising strategies and ramp up your donor acquisitions.