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Winning Conversations
Big XII Development Conference
March 11, 2013
Dynamic Donor Conversations
Why is this topic so important? 1. Listening is the best “activity” you
can do with each donor 2. Learning the donor’s perspective
will then guide you for: What words you will select When you will deliver the right words Who you should involve What tools you can use to further engage each
donor
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Dynamic Donor Conversations
Why is this topic so important? 3. You will find patterns, trends,
and challenges with each donor so each conversation is carefully tailored to meet the needs of each donor
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Dynamic Donor Conversations The key is to “match” what is important
to the donor about your university with the right words and tools at the right time
Listening and Donor Feedback are the two most important activities to engage each donor
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Dynamic Donor Conversations
Why is this topic so important? 4. Helps you to get the initial
appointment 5. Keeps the engagement
between you and your donor alive
6. Makes Asking for money easier
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Dynamic Donor Conversations
Why is this topic so important? 7. Makes Closing the gift easier 8. Shortens the time you can
go back to your donor to Ask for an increased gift
9. Takes the mystery out of how to steward your donor
10. Builds lasting relationships
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Dynamic Donor Conversations
Dynamic donor conversations are about selecting the right words and delivering them at the right time
By focusing, organizing, listening, mirroring, planning, and selecting each word, prospective givers will be in their comfort zone with a heightened engagement level which = More Gifts
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The Five Step Process for Dynamic Conversations
Five Step Process for Finding the Right Words:
1. Know Exactly what you want;2. Prepare the Conversation;3. Deliver with Confidence;4. Clarify the Results; and5. Plan your Next Move
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The Five Step Process
1. Know Exactly What You Want Each person is their own “mini
campaign” What is your individual strategy for
each person? Do not fall into the trap that this is
a $100; $5,000; or $25,000 donor and treat everyone the same at that gift level
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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The Five Step Process
1. Know Exactly What You WantASK – RULE: How Much, How Many, How Often and WHY?
Quantify the need Why do you need it now? What is the “urgency” (not
emergency) What will not happen if you do
not receive this gift, future gifts?04/19/23 Laura Fredricks, JD, LLC
(212) 929-912010
Five Step Process
2. Prepare the ConversationFocus, monitor, listen, and mirrorHow does the person communicate with you and in what frequency?
For example do they email, call, write, only speak with volunteers
You need to get a sense of timing
How often can you reach them?04/19/23 Laura Fredricks, JD, LLC
(212) 929-912011
Five Step Process
2. Prepare the Conversation What expressions do they use? How formal/informal is their
language What topics are they repeating? Do you know what really interests
them about your university?
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
2. Prepare the Conversation Write down the winning phrases
you want to use that you feel will resonate the most with the person
Write down every possible reaction you may receive
Practice standing up and in front of a mirror
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
2. Prepare the Conversation Pay attention to your tone and
volume Examples: 1. If the person thinks that
giving you a gift is “heart felt expression of love” then use these words” when you are communicating with them
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
2. Prepare the Conversation If the person uses the word “gift” or
“solicitation” or “donation” then use those words
The Point is that they will listen to you if they can understand your message and your ask in words that resonate with them
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
3. Deliver with ConfidenceThis is a conversation not a
confrontation Be strong in your voice when you
come to your carefully selected words: “I’ve heard you say your experience…” “Your partnership, investment,
enthusiasm, vision, compassion”04/19/23 Laura Fredricks, JD, LLC
(212) 929-912016
Five Step Process
3. Deliver with Confidence
Ask Open-Ended Questions – great way to establish strong rapport:
“Can you share with me?” “I believe we agree on the
following…?”
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
3. Deliver with Confidence Mirroring comes in handy: “You are an astute business
person and we share your enthusiasm and vision”
What selected words come up for you?
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
4. Clarify the Results
What did you hear?
What was the tone?
What needs to be resolved?
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
“I heard every word you said and respect that you may not want a visit right now. Can we keep the door open to a future time when we can meet so I can share with you in person some fabulous accomplishments”
“As you have said from the beginning, sudden complications make giving more difficult now, but together we may come up with the right solution”
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
4. Clarify the Results Key is to weave in past words and
phrases It shows you are in their moment,
you have established the BEST engagement
That is how you shorten the time to get and close new and larger gifts
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
5. Plan the Next Move Now the emphasis is on Timing
and Mode of Communication If you emailed the person every
three weeks then the person is accustomed to hearing from you every three weeks. They do not in general change their timing of how you can reach them
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
5. Plan the Next Move If most of your communication
was email do not expect the person to suddenly take all your telephone calls and vice a versa
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Five Step Process
People have patterns of how they communicate and the words they select…focus on the patterns and I guarantee you will be able to turn over gifts much faster!
Pay close attention to the calendar. What time of year you are trying to do your next move and what is going on holiday wise, personal life, weather, national/international affairs
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Wrap Up
Take Aways: 1. Listening wins the day! 2. Donor feedback enhances
engagement 3. The five steps process will help you
with cultivation – gift closing 4. Keep messaging simple and
consistent 5. Select the communication tool the
donor wants to hear and/or see!
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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Want more?
“Winning Words for Raising Money” 1st E-Book Short for Jossey-Bass Wiley
JUST OUT THIS MARCHwww.wiley.com/go/shortform
laura@expertontheask.comhttp://www.expertontheask.com
http://www.twitter.com/expertontheask
04/19/23 Laura Fredricks, JD, LLC (212) 929-9120
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