Jim Eskin’s 10 Things To Do When Donors Don’t Respond reviews a few ways you can handle radio silence from donor prospects.
Typically, when you make a solicitation, you hear one of three responses: “Yes,” “No,” or “We need more time.”
There are generally accepted strategies to deal with each of them. But a genuine quagmire can be when you don’t hear back from the donor prospect at all.
This is like a fundraiser’s Bermuda Triangle.
No doubt, you’ve encountered this dilemma on numerous occasions. I sure have.
Based on my 30+ years as a practitioner and now several years as a fundraising trainer/consultant to a wide range of non-profits, here are 10 recommendations on advice and counsel that you should find useful:
1. Accept that everyone is likely different from you:
This applies to a multitude of characteristics including personality, work habits, reporting structure and much else. It’s not a matter of one person or style being better than another — but the bottom line is that we are very different, and whether we like it or not, we must respect those differences. This has taken me time to appreciate. To put it kindly, I have a hyper personality and work ethic. This might fit well with some donor prospects, but it might be prickly with many others.
2. Donors are like customers — they might not always be right — but they are always the customers:
It is impossible to move ahead without them knowing, liking and trusting you. This means you must meet them where they are.
3. There have never been so many different communication methods available:
Some people prefer e-mail, others texting, cell phone calls, landline calls, video-conferencing, social media, while others like to meet in person. I always like to start a relationship by asking how the donor prospect likes to be communicated with. This is also an opportunity to discover their favorite times of the day. Again, there are no rights and wrongs.
4. I prefer e-mail for several reasons, but perhaps I have grown old-fashioned:
I like composing from a laptop keyboard, ease of cutting and pasting content, adding attachments, etc. I use e-mail primarily for business purposes, and the contents are more serious and typically require more character spaces to address adequately.
5. When communicating in any format, seek an indication of when other party is expected to respond, if possible:
There is a lot behind “if possible.”
You never know what is happening and what is the priority in their lives, be it professional, personal or other concerns. More and more we live in a world in which the unexpected can interrupt our schedules.
6. You don’t know how much research or clearance is required by the other party to respond:
It’s probably not as simple as can you join us at event X on so-and-so day. Larger organizations require more time to go through channels, check with supervisors, and receive permission to proceed on myriad issues.
7. Despite following best practices, you very much might be stymied:
First word of advice — don’t panic. Following up with a barrage of messages from different media might alienate the recipient. Take a breath and wait a few days before reaching out again. A long-term attitude will pay off handsomely.
8. Be gentle in follow-up attempts:
For example, you might want to use opening text in an e-mail, voicemail or other message, such as “just wanted
to check back if there is any other information we can provide you.” Note that you are placing the onus of responsibility on yourself.
9. You can learn from the perspective of someone else in your non-profit who knows the individual you are trying to contact:
They might have timely insights on personal, professional or other pressures at play that you are not aware of.
10. As a last resort, ask the other person in your organization to reach out for you:
After failing to respond to you, the other party might feel embarrassed, and feel more comfortable speaking about “why” to someone they know personally.
In the world of fundraising there is a fine line between persist and pester. And where that line lies is different for everybody you will be working with. Treat them with respect, because again you don’t know what’s happening in their worlds. I remember working with a corporate decision-maker on a $250,000 request. After several failed attempts at following up by e-mail and phone, my campaign committee members got nervous, and told me to submit a revised proposal of $125,000. Guess what happened? The next week I finally heard back from the corporate decision-maker who apologized for getting caught up in other matters and failing to respond, and joyfully reported that we were approved for the full $250,000. In the world of fundraising when you take the high road and embrace best practices, there are happy endings every day of the year.
Jim Eskin’s consulting practice, Eskin Fundraising Training builds on the success of his more than 250 fundraising workshops, webinars and podcasts and provides the training, coaching and support services that non-profits need to compete for and secure major gifts. He has authored more than 100 guest columns that have appeared in daily newspapers, business journals and blogs across the country, and publishes Stratagems, a monthly e-newsletter exploring timely issues and trends in philanthropy. Sign up here for a free subscription. He is author of 10 Simple Fundraising Lessons, which can be purchased here.
Jim Eskin’s 10 Things To Do When Donors Don’t Respond was first posted at National Development Institute.
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