Let’s face it; communicating with potential donors can be an intimidating thing for even the most seasoned Communicators. After all, in fundraising, the objective is to obtain as many long-lasting donors as possible to continuously contribute to the nonprofit your represent. As such, experiencing rejection can be especially painful.
Acquiring donors, however, doesn’t have to be so intimidating, as there are ways in which one can ease the stress and actually be quite successful. At InfoCision, for example, many Communicators have cultivated long-lasting and trust-based relationships with donors.
Achieving successful and on-going communication starts with the first interaction. In other words, it’s all about how you approach someone. All too often, fundraisers will reach out to a donor and simply read off of his or her script.
In doing so, however, the Communicator tends to come off as cold, impersonal, and rushed. And let’s face it, no donor wants to give money to an organization that doesn’t take the time to get know them.
Rather than take the all-too-common impersonal approach, use the data you have in your system to create a more personalized first interaction. For example, data you already have will give you insight into how donors like to be contacted and when, how they engaged previously, and what is likely going to trigger their interest.
When agents are armed with donor information, they will immediately feel at ease because they are more prepared. What’s more, creating a more personalized experience for donors will not only put them at ease as well, but it will also cause them be more open to what you have to say.
Your Communicators shouldn’t be intimidated by communicating with potential donors. Ease their reservations by giving them access to customer data that will enable them to have more personalized and successful interactions.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.