Good fundraisers understand the value of asking questions in pursuit of answers. Great fundraisers aren’t satisfied with getting answers; they crave clarity. To understand a potential donor’s true interests, motivations and reservations we need to move beyond simple Q&A, taking the time to understand the deeper meaning behind their responses. To achieve greater clarity, we need to push past their initial response and invite them to share more. A few follow up questions can unlock a wealth of important information.
For example:
Q: “What motivated you to include our organization in your estate plans?”
Possible follow up questions:
- Please tell me more about that.
- What would you say are the top three impacts we have on local children?
- What are you hoping that your generosity will accomplish?
What made you choose us among the many worthwhile charities in the area?
How can we best keep you updated and informed moving forward?
- Are there others you think we should connect with who share your passion for our mission?
If you doubt the importance of clarity when asking questions, consider the wisdom in this old joke:
While taking his morning stroll, a man comes across a woman walking a dog.
Man: “Does your dog bite?”
Woman: “No.”
As the man reaches out to pet the dog, it lunges forward trying to sink its teeth into his hand. Startled, the man quickly pulls away.
Man: “You just said your dog doesn’t bite!”
Women: “This is not my dog.”
As we move into 2014, let’s resolve to move from asking questions to seeking clarity.
Happy New Year!
