From the course: Nonprofit Fundraising: Using Relationships to Drive Growth

Pre-approach the right way

From the course: Nonprofit Fundraising: Using Relationships to Drive Growth

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Pre-approach the right way

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- It can be challenging to work up the courage to approach someone you've never met before. And just because you're a fundraiser and talk to people all day long, it doesn't necessarily make this any easier. Don't worry. Everyone is anxious before their first meeting with a prospective donor. However, you can reduce your anxiety by gathering pre-approach information and developing some powerful communication techniques. As race car driver Bobby Unser said, "Success is where preparation and opportunity meet." In this video, I want to share with you who to call, why you should call them, when the best time is to connect with them, and how to prepare for your first meeting. The types of organizations and causes vary so widely that few generalizations can be made about the amount of pre-approach information to gather. Collecting this information takes time and effort. Here are several important questions to answer during the pre-approach stage. Who is the decision maker in saying yes to a donation? Who else, if anyone, influences the decision? Has this person donated to your organization before? If so, in what amounts, how frequently, for which program? And for how long has this donor supported your organization? What are some of the background details and personal interests to the decision maker or others who will be present? What can you learn from understanding their personal interests, passion, priorities, and do these align with the work or mission of your organization? What other nonprofit giving do they engage in? Do you know any of their close friends or colleagues? And are any of them current or past supporters of your organization? You may not have all the answers to these questions in the pre-approach stage, and it may be necessary to ask for a pre-ask meeting to uncover much of this information. This is a great opportunity to begin building a long-term relationship with the prospect and establish trust. During this pre-ask call, it's crucial that you ask questions and listen carefully to the prospect's answers. An important question that you should ask every potential donor is, "What are you most passionate about?" Once you have gained sufficient information around the prospect, you can begin to build an effective presentation based on what you've learned during the pre-approach. Think about who you're going to call. What do you know about them? What can you learn before sitting down with them? And above all else, try to understand what they're most passionate about. Remember, preparation is the key to your success when prospecting.

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