5 Steps for an Effective Donor Meeting

Hopefully you understand that the most effective way to raise money for your organization comes by developing authentic relationships with people who have the capacity and passion to make a meaningful financial contribution to your mission. Yet, many fund development professionals get paralyzed by the prospect of meeting someone new to begin to develop a relationship that hopefully results in a major gift.

Instead of putting the pressure of a gift on yourself, think of it as you would any first meeting. How would you get to know someone new and begin to develop a relationship? Only now, you do not have to keep the focus on you, but on your organization, which many may find less intimidating.

These five steps can help you structure most initial major gift meetings.

1.       Set up the meeting. When you contact the prospective major donor, let them know why you called and that you would like to schedule a meeting. Perhaps you want to thank them for their gift, get to know them better, or update them on a recent organizational change or success. If this person has wealth and supports other organizations, they likely have experience with these types of meetings and know why you have called. If they have an interest in expanding their relationship and giving to your organization, they will likely eagerly accept your invitation.

2.       Start the meeting by getting to know them. Like you would at any other initial meeting, ask them questions to get to know them as a person: their family, their profession, their interests. Transition by asking them about their interest in your organization: what propelled them to make a gift or attend your event or even accept the meeting?

3.       Keep the conversation focused on them by asking them questions about their interest in your organization. Think about this as a first date: you have the best first date when you can talk about yourself rather than listen to your date drone on about themselves. Keep the conversation focused on them, and they will walk away feeling positive about the encounter and your organization.

4.       Pepper the conversation with tidbits about your organization. While you want to get to know them, you also want to share information about your organization and mission. But rather than having a monologue prepared that drags on about every program and aspect of your wonderful mission and leaves them clambering for the door, listen to what interests them and tell them a little about the program or client story that fits their interest. Art their passion? Tell them about the art program or project that your organization or clients recently undertook. Want to improve third-grade reading? Tell them about the outcomes that you have seen with your approach.

5.       Leave the meeting with the next step. Always leave the meeting with a mutual plan to follow up. Perhaps you will invite them to attend a program with your clients or meet a client. Maybe they want to meet with your executive director or a board member. Maybe you will send them information about a pet project that piqued their interest. You could also simply ask them if they would like to meet again for coffee to continue the conversation. Then follow up! Continuing your half of the relationship will encourage them to continue to engage with you and your organization.

Initial meetings with potential major gift prospects rarely result in an ask for a gift; instead, they should start a relationship that you hope will lead to many more meetings that will eventually result in a gift and more gifts. But just as you would not ask someone to marry you on a first date (I hope!), you do not ask a prospect to invest in your organization with a major gift right after you meet them.