5 Steps to Move Donors to “Yes”
In calls, marketing materials, emails, surveys and even in-person events and visits, one of the key techniques for getting your donor to say “yes” is to ask questions that can’t be answered with a “no.”
At the same time, you want to make the donor part of your story. You’ve heard about the donor’s hero journey. In fact, you may have heard about it from us last month! Asking questions that will put the donor into your story instead of asking yes/no questions will help moving them along the journey.
Here are 5 steps to avoid the dreaded “no”:
1. Give a specific reason for why you are asking them instead of anyone else. Are they long-time donors, major donors, volunteers, part of the legacy society, or any other sort of special designation? Let them know that they are important to you for a particular reason.
2. Help them see what you do and remind them of the important work you do. For example:
What is the most important part of our work?How successful have we been at achieving our mission?
How has this work been important in your life?
3. Make them understand they are part of what you have done. Questions in this mode would be:
How did you hear about us?
Why did you become a donor?
How did you first become involved in our work?
4. Help them see themselves in the future of what you do.
What sort of involvement have you had, or would you like to have, with our organization?
What would you like your giving to accomplish in this work?
How important is it to you that future generations have this resource?
5. Ask questions that help them predict what they will do with you.
What sorts of events would you be interested in attending?
What are your preferred ways to give to this cause?
How important is it to you to pass on a legacy of giving to your loved ones?
Keep the donor as an important part of your work and give them a chance to be part of your story. Lead them through their history and values to their future involvement. By the time you are ready to make the “real” ask, it’ll be hard to ignore how important they are to your work! If you’d like to learn more about your donors, we can help.