Always start with why (but not that why).
Always start with why (but not that why).
Thanks to Simon Sinek, we’ve all been conditioned to start with why:
- Why does your nonprofit exist?
- Why do you do the things you do?
Those are great questions to answer, and most givers are asking them, but they’re not the why I’m talking about today.
The why I’m talking about is a bit more practical.
The why I’m talking about is the why in someone’s mind every time:
- They see your email in their inbox
- Your number pops up on their phone
- They see an envelope from you in their mailbox
- They’re about to meet with you
Why are they emailing? Why are they calling? Why are they writing? Why are we meeting? What’s this really about? Are they about to ask me to give?
Don’t take these questions personally.
Transactional fundraising is everywhere and has trained people to ask these questions.
My advice?
Don’t bury the lead. Start with why.
Are you writing to ask for a gift? Tell them early in the letter or email. Don’t spring it on them at the end.
Is this strictly a relationship-building or reporting meeting? Tell them when you set the appointment. The entire visit will take on a different feel.
Are you calling to invite them to give?
Tell them early in the phone call:
“I’m calling today to visit with you about an opportunity to give…”
Are you trying to find a time to meet with someone in person so you can invite them to give?
Be honest about your intent:
“Could we schedule a time to meet in a few weeks? I’d like to tell you more about _____________ and invite you to consider a gift to help make it happen.”
We don’t raise money by tricking people into giving.
When you tell someone why you’re calling/writing/talking with them, you immediately put them at ease.
All other factors aside, people at ease tend to be more open to connection than people who are apprehensive.
Do you want someone to be present and engaged in their conversation with you?
Don’t make their brain burn energy wondering what you want or when the ask is coming.
Guess what else happens when you start with why?
They’ll probably trust you more next time.
If you tell me you’re not going to ask for money, and then you don’t ask for money, my trust in you increases.
Fundraising is a highly relational, long game built on the trust of hundreds (if not thousands) of tiny interactions spread out over time.
Everything speaks.
Start with why, and you will earn trust.