What’s the Best Way to Talk to Donors?

I hate to admit this, but I’ve met a lot of nonprofit professionals (including Salvation Army officers responsible for fundraising) who are afraid to talk to donors.  Why?  Because there is a chance of the uncomfortable “M” word coming up in conversation: money.  Frankly, these people may be in the wrong business, because their very survival depends on their ability to talk to donors. 

Don’t know how to get the conversation started with a donor?  Gratitude is the great door-opener.  It allows donors to be a part of the transaction they so desperately wanted to enjoy in the first place.  Saying thanks, and doing it sincerely, demonstrates the most common form of vulnerability — which is to say “I needed you, and you were there.”

Ministry means relationships. Fundraising means relationships.  Ergo … Ministry means fundraising.

I was reminded of this when I came across a 2003 article from Chronical of Philanthropy about an old grassroots fundraiser named Roger Ellison.  I’m not sure if Roger is still out there calling on donors and saying thanks, but his story is worth checking out.

So be yourself.  Say “thank you.”  And mean it.