Resuming campaign activities, including donor solicitation, is a sensitive topic during the pandemic. Donors are focused on the health and safety of their families and are concerned about the ongoing economic implications of this pandemic.
The first and most important step is to do your research when considering your timing – is this a good time to approach your donor? How has the pandemic affected their family and business? If there has been no significant change, or perhaps their business has done well, now is the time.
Consider approaching this in two stages: preparing and hosting the meeting.
When preparing for your meeting:
- Determine the format your donor is most comfortable with – in person, video conferencing or phone. We recommend a face-to-face meeting, however, this may not be possible at this time.
- If video conferencing, ensure you are comfortable with the technology – can you easily share reference materials onscreen? Do you have a quiet place in your home or office that is free of interruptions and distractions?
- Review your approach and anticipate points of possible discussion, questions and issues of concern.
When you begin your donor meeting:
- Ask how the donor and their family are doing and how they have adapted during the pandemic.
- Share an update about your organization, how they adapted and, supported by their community/stakeholders/staff, continue to provide service through the pandemic. If applicable, explain how the pandemic has provided urgency to complete the campaign.
- Listen. Do not make assumptions about your prospective donor’s financial situation. Even during the pandemic, some people are doing very well. For example, rather than planning vacations, they may wish to divert those funds to support their community.
- If your donor appears to be uncomfortable with the financial uncertainties, express your understanding and ask them if they would like to continue to hear updates about the organization and campaign. Determine an appropriate time to connect again.
If you have been able to make an ask, if necessary, arrange for a second meeting. For many, a campaign gift will need a great deal of thought and quite likely more than one conversation.
Always think of an appropriate ‘next step’ to keep the process of cultivation and solicitation for the gift moving to closure. Keep the goals of the campaign in mind, and don’t rush someone to a quick decision, particularly if you feel they simply need more time to consider a gift at the level of the ask.
To learn more about how The Dennis Group Inc. can support you in reaching your campaign goals, contact us at info@thedennisgroup.ca.