Listen to Qualify Donors
No matter how much Internet research you do, how much wealth screening and prospect research, the best way to qualify a donor is through a face-to-face meeting.
This is especially true when times are tough like they are in 2009. Don't guess or presume, be a dectective and find out from the source.
Two recent interviews I held recently help prove this point,
I was interviewing a board member for a philanthropic market research study. He was a retired car dealer. I asked how he was doing with the economy. "I sold my dealerships quite a few years ago and during the dot com bust of the late 90s I lost about 40% of my net worth. About 18 months ago I told my broker that something felt strange; put all of my assets into cash. I haven't lost a thing in the past few months. I'm thankful I can still make some gifts."
At a client campaign cabinet meeting I met a banker. Fearful of what he would say, I asked him how his bank was doing. To my surprise he said: "2008 was our best year ever and we expect 2009 to be even better."
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1 comments:
I completely agree! As the former owner of a leading screening company, I have seen how people often use screenings as a barrier to stewardship and fundraising. The individuals identified through in-house or external research should be seen. A common story I've heard from organizations that have used research effectively is that when development officers finally got around to visiting donors they were asked, "what took you so long?" This is probably more important now than ever. Instead of relying on direct marketing to a wider audience feeling the pain of the economic collapse, fundraisers should partner with research to identify major and principal gift prospects and get out the door and see them. Many top prospects, especially those overseas with large liquidity positions, are still far better off than they were a few years ago and, needless to say, better off than most of us will ever be. Thank you for encouraging organizations to do what they do best: build relationships and invite investments in causes that matter!
Jay Frost
www.frostonfundraising.wordpress.com
www.biggifts.wordpress.com
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