86. The Power of Conversational Fundraising: Strategies for Meaningful Donor Engagement
About this episode
Ever felt anxious or uncomfortable when asking donors for gifts? As a fundraising professional, I've certainly been there. But what if I told you there's a way to make fundraising conversations not just bearable but genuinely enjoyable for both you and your donors? In this conversation, I share insights from my recent conversation with Kent Stroman, founder of The Asking Academy, on how to transform your approach to donor interactions. Whether you're a major gift officer, development director, executive director, or board member, you'll come away with practical strategies to build deeper connections with donors and ultimately raise more funds for your mission.
The Power of Heart Questions
One of the key takeaways from my chat with Kent was the importance of asking "heart questions" instead of "head questions." Heart questions engage donors on an emotional level, inviting them to share their personal stories and motivations. For example, instead of asking "Where did you get those glasses?" (a head question), try "What was it like for you when you got your first pair of glasses?" (a heart question).
Kent shared one of his favorite heart questions: "How did you become so generous?" or "How did you learn to give?" These questions often lead to profound conversations that reveal a donor's values and life experiences. By asking heart questions, we show donors that we genuinely care about them as people, not just as potential sources of funding.
The 25-30% Rule for Making the Ask
Another valuable insight Kent shared is the "25-30% Rule" for timing your ask during a donor meeting. He recommends making your primary ask about 25-30% of the way into the conversation. This approach allows time for rapport-building at the start while ensuring you have plenty of time to discuss the details and answer questions after the ask.
By following this rule, you avoid the common pitfall of spending too much time on small talk and running out of time for a meaningful discussion about the gift. It also signals to the donor that you value their time and are prepared to have a substantive conversation.
Redefining Success in Fundraising
Perhaps the most transformative idea Kent shared was his definition of success in fundraising. Instead of focusing solely on securing the gift, he suggests that our primary goal should be to "help donors make well-informed decisions."
This mindset shift takes the pressure off both the fundraiser and the donor. It allows us to approach conversations with genuine curiosity and openness, even if that means sometimes guiding donors to other opportunities that might better align with their passions. By prioritizing the donor's best interests, we build trust and create the potential for stronger, long-term relationships – which ultimately leads to more impactful giving.
Better Outcomes
Embracing conversational fundraising can revolutionize the way we interact with donors. By asking heart questions, timing our asks strategically, and focusing on helping donors make informed decisions, we can create more meaningful and productive relationships. These approaches not only make our jobs more enjoyable but also lead to better outcomes for our organizations and the causes we serve.
Take a listen. I'd love to hear your thoughts on these ideas. Have you tried any of these strategies in your own fundraising work? What other approaches have you found effective in building donor relationships?
Please share your experiences in the comments below, and don't forget to pass this post along to your colleagues who might benefit from these insights!
With boundless gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Our guest
Kent Stroman, President, Stroman & Associates, Asking Coach, Speaker & Author
LinkedIn / Instagram / Facebook / Contact / Website
“Our job is to help donors make well-informed decisions.”
Kent Stroman, President, Stroman & Associates, Asking Coach, Speaker & Author
Resources mentioned in this episode
Asking about Asking: Mastering the Art of Conversational Fundraising by M. Kent Stroman
The Intentional Board: Why Your Board Doesn't Work ... and How to Fix It by M. Kent Stroman
The Coaching Habit: Say Less, Ask More & Change the Way You Lead Forever by Michael Bungay Stanier
The Global Leadership Summit
Thanks to our friends over at Kindsight for sponsoring this episode of The Intentional Fundraiser podcast.
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