Donors Telling You No During the Great Recession

Donors Telling You “No” During the Great Recession

By Tom Wilson Major Gifts Guru

Question: I carry your book like a Bible. It’s a tough time out here. I'm trying my best to cultivate relationships where I can so that when the sun comes out again - I'll have some new donors. In the meantime, how does one counter the deluge of "I'm over-committed right now" responses these days? Justin, New York City

It's great to hear from you. The overcommitted comments may be real or may be a good way to get rid of you.

Try to determine how real. I was in Cleveland a couple of weeks ago and talked to a leader of one of the major accounting firms there. He said his contributions budget 2 years ago was $160,000; this year it's $80,000 so he has to tell many groups they've supported in the past no. Adding new donors to the mix, forget it.

Keep qualifying donors for real networth and the liquidity. Even in good times somebody with a high networth can be illiquid – real estate investors, private company owners, etc. We are still in the midst of a capital liquidity crisis so many people who used to have cash to give have to wait.

Some people may just want you to go away . . . so their comments are real and authentic.

Others just don't want to deal with things right now. Again qualify for networth, don't worry about liquidity just start cultivating. If people really get excited about your cause; involved with you by helping strengthen your story, open doors, and even help raise money they will make the best gift they can.

So, ask them to review lists to see what doors they would be willing to open. Will they agree to raise $5,000 for you from others? How can your fundraising story be stronger?

Remember the major gifts officer mantra – cultivate, cultivate, cultivate

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