As a fundraiser, you probably will hear “no” a lot more than you hear “yes.”
Fundraising wisdom would lead you to believe that you should accept the “no” and move on, which will hopefully turn into a “yes” later down the road. But maybe you should think about what kind of “no” you received, according to Bernard Ross, director of Management Centre based in London, United Kingdom.
Ross gave nine examples of different “no” explanations donors tend to give. If you listen hard enough, maybe you will hear the real reason behind their decline and change it into a “yes.”
No, not for this. Are you asking for the wrong thing? Find out what your donor is most interested in and try to formulate a gift ask around your donor’s passion.
No, not you. The only worse situation hearing that answer is when you are trying to ask someone out. Try to find out other nonprofits the donor would prefer giving to and why.
No, not me. Ask why the donor is involved with your cause in the first place. Then ask that if he or she doesn’t give, who will fund those important programs?
No, not in this way. Find out what way will work for the donor.
No, not unless… For some donors there will always be a condition. Perhaps they are willing to give with some recognition, want to give to a specific program or want to meet with the organization’s CEO. See what the donor wants and think about whether the request is feasible and fits the gift size.
No, not now. In this economy, people want to give but might not have the capacity at the moment. Try to see if donors will consider gift-planning options. Or, try to work with the donor and explain that every little bit counts.
No, too much. Make sure you do your research about how much a donor might be able to give. If you went outside the donor’s comfort zone, try for a smaller gift.
No, too little. Ross said one time he wanted to make a gift in memory of a loved one. He asked what he could do for the organization, and someone replied the organization needed a new television. Ross said he was a little insulted. Don’t take a donor's time of great need to give and offer them a paltry way of expressing it.
No, go away! Respect donors but send a thank-you for their time anyway. These donors might be so shocked they might rethink giving a gift.
***
This article is from NPT Instant Fundraising, a publication of The NonProfit Times.
