4 mistakes to avoid in virtual donor meetings
Let’s face it - virtual donor meetings are here to stay.
You’re not alone in grieving the (temporary) passing of the face-to-face meeting - nothing can compare to connecting in person when it comes to building strong relationships with your major donors.
But things have changed - and chances are that you are going to have to continue working with donors remotely, via phone calls and video meetings, for the foreseeable future.
Today, I’m sharing 4 mistakes that fundraisers make when it comes to meeting virtually with donors - and how you can fix them.
1. You don’t have a plan
Planning ahead can help you clarify why you are meeting with a major donor, and better understand what you’d like to achieve with this valuable time together.
If you want to be more effective in your major donor meetings, nothing can be more helpful than sitting down and mapping out a plan for yourself.
Here are some key questions you can reflect on prior to meeting a major donor:
What are your goals for this meeting? What do you want to achieve by the end of your time together?
What do you know about this donor and their philanthropy – to your organization, and others?
What are longer-term goals you’d like to achieve over time when working with this donor – and most importantly, do these align with the donor’s goals?
If it feels disingenuous or artificial to write out a plan for yourself before going into a donor meeting, think of it this way – what could be more donor centered than using their time wisely, and being more purposeful in better understanding their values, needs and interests?
2. You don’t know what to talk about
One of the top questions I hear from clients who are new to major gifts is this:
“What, specifically, do I talk about in a major donor meeting?”
First and foremost, you’re aiming to have a meaningful conversation – in fact, you’re doing way more listening than talking, because you’re asking great questions to help uncover the values, interests, hopes and fears that motivate the donor’s philanthropy.
As a part of your donor meeting plan, you may like to write out a list of five or six strategic questions that you could ask the donor that will help move you closer to your goals for the meeting.
Aim to ask open-ended questions that prompt some thought, and draw on the knowledge and feelings of the donor, as opposed to a closed-ended question that can be answered with one-word yes or no answer.
Here’s a sampling of questions I recently worked on with a coaching client who was new to her role, and meeting a long time donor for the first time.
What inspired you to first get involved with our organization?
Why is that important to you?
Which of our programs do you find most compelling?
How have you seen the organization change and grow over the years?
How are we doing at staying in touch with you, and keeping you up to date on the impact of your gift?
Of course, this is an organic conversation with the donor – you’re not grilling them!
You may weave in some, all or none of your questions, and you’ll inevitably end up going with the flow, and adjusting your approach based on how engaged and forthcoming the donor seems during your meeting.
3. You don’t close with a next step
I have a rule I like to follow when it comes to meeting with major donors.
I never end a meeting without an agreed upon next step.
This might be a rule you’d like to adopt as well – it helps keep the momentum going, and provides a natural next touch point in building and strengthening your relationship with the donor.
Think about mapping out some of your potential next steps when you are creating your donor meeting plan – these may change during the course of your meeting, but it’s great to have a few ideas in your back pocket.
As we are wrapping up the meeting, I may ask a question like this:
“Given your commitment to X, it sounds like a visit to see our XYZ program in action would be interesting for you – would that be a good next step? Is there anyone else you’d like to include in our next visit?”
Of course, you'll have to be a little creative while social distancing measures are still in place - but in this case, you can think about ways you might be able to bring the program experience to the donor virtually, whether that's through calls with key program staff, or videos from your program frontlines.
The second half of that question helps open up the opportunity to identify and engage other folks that play an important role in the philanthropic decision-making process – partners, spouses, ex-spouses, kids, grandkids, family foundation board members, advisors – because you never know who else needs to be at the (virtual) table until you ask!
4. You forget that what makes a great donor meeting hasn’t changed
As much as the world has changed, some things haven’t.
While you may not have all the fundraising tactics and tools usually available to you, your end goal, and your ultimate purpose as a fundraiser has not changed.
Any donor meeting where you have a meaningful conversation and come away with a better understanding of what motivates your donor, and what change they want to see in the world is a successful one.
I don’t care if you have that conversation in person, on the phone, on Zoom, or via telegraph (ok that last one might be hard).
There is no more important work right now than using the tools you have to continue to build strong relationships with your major donors. Now go pick up that phone, and book some time with that donor you’ve been meaning to meet!
Emma Lewzey, CFRE is an award-winning fundraising expert
with 20+ years experience raising millions of dollars across the arts, education, health and human services sectors. If you want to raise more 5, 6 and even 7-figure donations your non-profit, you can download Emma’s free Blueprint for Major Gift Success, and learn the 4 crucial steps to raising big gifts (at any size shop!)