Nonprofit Fundraisers! Tips for Maximizing Donor Engagement in Phone Calls

By Betsy Steward

My last two blogs (The “Best” Way to Raise Donation Dollars and Tips on Making Time for Donor Outreach) have stressed the importance of reaching out personally and regularly to your donors. So much communication is accomplished these days through email and texting, but at some point — if all goes well — you’ll find yourself talking with the donor on the phone. That’s what leads to an in-person meeting, which is when the magic starts happening!

 But only if you’re prepared for a successful phone call.

 In my years as a Development Director, what worked for me was treating a donor phone call — even if it was just to make a meeting date — like a performance: I made sure my professionalism, my enthusiasm for the mission, and my respect for the donor were at the forefront of my thinking. I’ve learned that whatever mood I bring to the conversation will be contagious — so, as a fundraising consultant, I advise all my clients to take the time to get their heart and mind in the right place before they pick up the phone, even if they anticipate a brief call.

 It boils down to making your donors WANT to spend some time with you.

Here are some tips:

• Don’t make calls when you’re

1) grumpy for any reason
2) rushed for any reason
3) tired and/or hungry
4) feeling stressed out or unfocused

• Be prepared for a long call, even if your only reason for calling is to ask for a meeting. You just don’t know what’s going on in the donor’s life. If they want to talk, be available to listen and share!

• Be prepared for a short call, too! Have your talking points ready to go, so that if the donor is short on time, you can gracefully cut to the chase without stuttering or stumbling.

• Spend a few minutes reminding yourself why — out of the 1.5M charities in the US — you’ve chosen to work at this nonprofit. It’s important that the donor knows it’s more than just a paycheck for you. Having your dedication to the mission at the front of your mind will help you to naturally share your personal commitment.

• Spend another few minutes right before you make the call imagining how many lives will be changed by your nonprofit’s actions. If you’re in a capital campaign, imagine the building completed with people inside, actively participating in programs that will change their lives.

• Remember that the donor has already shown they believe in your mission by donating, so you can assume he/she WANTS to talk with you. Don’t let your subtext be apologetic; think of yourself as your donor’s teammate. You are not “bothering” the donor; you’re working together on your shared goal.

• Since you know they already believe in your work, be ready to find a way around any excuse. Instead of hearing “no” as the end of the conversation, keep coming up with alternatives to anything the donor mentions that could get in the way of a meeting. For example:

  • if they’re headed out the door on vacation, ask if you can call again in a month;

  • If they say they don’t want you to waste your time, tell them that a favorite part of your job is to make sure donors understand the powerful impact their gifts are having and the lives they’re changing;

  • If they say, “aren’t you just going to ask me for money?”, you can respond: “of course, I can’t deny that we’d love a donation, but it’s entirely up to you if, when and how you want to support us. I wouldn’t expect anyone to fund something they don’t know much about. My job is to make sure you’re informed about the difference we’re making. You’ve supported our work in the past, so my purpose in meeting would be to share what we’re doing right now.”

Maximizing your chances for success in a phone conversation with a donor will maximize your chances of securing the most generous gifts your donors can offer. Preparing yourself before you pick up your phone only takes a few minutes, but it can make all the difference when you’re talking with your donors.

Betsy Steward is an independent fundraising consultant. She advises clients on major donor solicitation, cultivation, and stewardship, as well as fundraising best practices, back-office organization, board presentations and writing to donors (appeal letters, emails, proposal letters, thank-you notes, etc.). She can be reached at BetsyVSteward@gmail.com