When a major donor is hard to get ahold of, it can be frustrating—but it’s not unusual. High-capacity donors are often busy, heavily solicited, and very selective with their calendar. So to be successful we must be persistent without being pushy, and use strategic, personalized engagement.
Here are some tips to secure that meeting:
- Define the goal of your meeting. Is this a stewardship/cultivation meeting or a solicitation meeting. What will success look like?
- Know how your donor likes to communicate. Get skilled at varied channels. For example:
- Email: Make it short, respectful, and personalized.
- Phone: Leave a concise, polite voicemail if they don’t answer.
- LinkedIn: If you have the relationship, connect with a note.
- Text: Send a well written message or if they would appreciate it – a 10 second video.
- Handwritten note: In a world of email, a personal card can stand out.
- Make meeting content compelling. Reference something specific—e.g. exciting program news, a policy accomplishment, an update on the work they’ve funded.
- Offer a flexible format. If a lunch meeting seems too much, suggest a phone call or a 20-minute visit. Offer a virtual call, if that is easier to fit in their schedule.
- Stay visible, without pressure if the donor isn’t responding. Invite her to a low-pressure event. Send occasional updates or organizational success stories. Recognize milestones or achievements in his life (e.g., awards, publications) that link with your group’s mission.
- Watch for the right moment to connect. See if you can connect with each other at a conference. Learn when he tends to be less busy at work.
- Leverage a connection. A board member, a mutual contact, or another donor can reach out. A nudge from someone she trusts can increase the likelihood you’ll get a meeting.
- Make any meeting you get worth it. Keeping the donor’s interests in mind, share your group’s impact and significance. Be sure to listen to the donor’s input and thank him for his gifts and his valuable time.
These are tips for donors that have already given to your organization. For securing first time meetings with prospects, check out next month’s “Be courageous, but stop chasing white whales.”
For more ideas on effective keeping your donors close, check out Ann’s earlier piece on, Prioritizing Donor Calls.
