Ask Questions to Get to the Magical Fundraising Question

I want to make a difference. How can I help?

The most effective fundraising program is geared to deepening a donor relationship where the donor expresses these thoughts. The donor, in essence, self-identifies to make a gift.

For this to happen, there really needs to be a history of conversation — a history of engagement.

So, to get donors to ask the magic question, "How can I help?" you need to be asking questions of them. This is especially true with major gifts — but a program of any type and gifts of any level can and should involve the opportunity for interaction and for self-identification.

By continually asking donors questions, you become a better organization and you have a barometer on how you are doing. Questions such as:

• What values are most important to you?
• What attributes have made you successful?
• Can you tell me about your career?
• Can you tell me about your children? Grandchildren?
• How did you meet your spouse/partner?
• Who have been your mentors?
• What organizations are most important to you? Why?
• What are the most important things to you?
• What legacy would you like to leave?
• How did you first get involved?
• Why did you make your first donation to us?
• How do you describe us to your friends?
• What do you think about (project or proposal)?
• How can we be more effective?
• In what ways would you most like to be involved?
• How can we best communicate with you?
• Is there anyone in your family (or business) that you would like to see involved?

When you ask these questions, and more, you have to listen. Just like when making a gift request. Stop talking. Listen. Let the donor process. Ask follow-up questions to clarify.

And if the question you asked leads to action — be sure you follow up. Acknowledge the conversation in some form such as a thank-you or a follow-up with the information that the donor requested.