Face to face is still the most effective form of fundraising. The hard part is getting in the door. Here’s the process I use, start to finish.
1. Start with an email
When I started my career, the advice was to send a letter. But everybody spends most of their day in their inbox now, which makes email the place they’ll see your invitation right away. Not any old email, though. Use an optimized template that’s personal, time tested and built to get a response. Download my visit request email templates and use them as a starting point.
2. Take away their two biggest fears
The first fear is time. They think you’ll take up their whole day. So say it right up front: “Do you have 20 minutes for a quick update?” or “Can we grab a quick cup of coffee?”
The second fear is money. They just gave $500 and worry you’re coming for $5,000. If you’re not planning to ask, say so: “I just want to give you an update and get your feedback. I won’t be asking you to renew your support at this time.”
3. Ask for advice
“We’re taking a closer look at how we fundraise, and we need feedback from loyal supporters like you. Could you spare 20 minutes for a quick cup of coffee?” The old adage holds: ask for money and you’ll get advice, ask for advice and you’ll get money.
4. Follow up with a call
My optimized email gets about a 60% response rate. Not everyone says yes, but the conversation starts. For the 40% who don’t reply, I pick up the phone. It’s much easier than a cold call, because I can reference the email and try to set a time right then.
5. Don’t sweat the no
The invitation itself goes a long way. It shows donors they’re part of the process and not just a dollar sign. Count it as a positive touch point, not a failed visit request.
6. Make the most of the visit
Once you’re in the room, listen more than you talk. These five questions always lead to enlightening conversations:
- What do you know about us?
- What first led you to become involved with our organization?
- What excites you about our current programming?
- What could we be doing better?
- How did you come to be so generous?
Want more? Grab my Sample Donor Visit Questions, and check out Claire Axelrad’s 9 strategies for getting the visit.
I cover all of this in much more detail in my webinar “How to Have More Productive Conversations with Donors.” Watch the recording with an All Access Pass, or join the next free live session.