Knock Knock🚪

Last week I sent out a survey asking you to share your most pressing issues regarding fundraising.  Thanks for your great responses!  The survey remains open so please record your requests whenever you like.

Upon graduating from university in fall of 1993, my very first job was working for Snoopy…err…MetLife Insurance Company.  Overall I really enjoyed my time there and learned many things about the sales process.  The hardest task, however, was the dreaded ‘cold-calling’ where I was assigned to call on small-business owners.  My training included making door-to-door visits where I attempted to engage people (with no prior appointment) in discussions about insurance…can you guess the number of people who were super glad to see me?

Zero 😅😬.

Eventually I transitioned into fundraising and wondered if I would again be cold-calling people for the first time who might be potential funders for our cause.   Gratefully, I discovered the answer was ‘no’.  My mentors began teaching me about this thing called relational networking.  Over several years (and lots of practice) I found networking to be my sweet spot, and really enjoyed it.

In the survey I sent out last week, one of you listed the following as your most pressing concern:

“What is the best strategy for how to do outreach and meet donors who are not currently involved?”  

It’s a great question and, I believe, one of the most important and essential issues to consider when engaging in major gift fundraising.

Before we explore this area, I have some questions for you: Do you enjoy networking?  Here are 5 more questions to help you answer that:

🤝Do you enjoy meeting new people and learning about their experiences?

🤝Do you find it energizing to initiate conversations in unfamiliar settings?

🤝Are you comfortable asking for advice or assistance when building new relationships?

🤝Do you enjoy connecting people who have shared interests or opportunities?

🤝Are you willing to invest time consistently in maintaining and nurturing professional relationships?

While your level of ‘yes’ may vary, my hope is that you score a 5 out of 5.  If you are hesitating on any of these, it might be worth asking whether frontline fundraising is really something you can thrive in (let alone enjoy).

Let’s dive a little deeper:  How do you meet prospective givers who are not currently involved with your cause?  I have three suggestions and I would love to hear from you on this as well.

‍#1 - Leverage Your Existing Network

‍The most effective approach to meet new people is through your existing relationships. Identify individuals who are passionate about your cause and will introduce you to others in their network. These ‘connectors’ know people of influence and affluence and can help you make the right introductions. Your connectors don’t need to be major givers themselves—they just need to be trusted, well-respected, and passionate about your mission.  I’ve created this 1 page connecting worksheet to help you get started.

Tapping into the power of connectors can open doors to givers you never thought possible. Make it a point to regularly cultivate these relationships and ask them for referrals to others who might be interested in your cause.

‍#2 - Be Relational, Not Transactional

‍I recently received a request on LinkedIn to connect with the founder of a charity.  After connecting, here’s the message they sent to me:“It's great connecting with you. How have you been? Please buy tickets at this link to show your support for [name of cause redacted to protect the innocent…]”

The cause they represent actually holds some interest for me but, as you might guess, I didn’t click the link.  In my view, the integrity of the person who sent it was compromised.

This is a common and unfortunate mistake.  When you approach potential givers with a purely transactional mindset, you risk eliminating any hope for a long term relationship.  Always aim to focus on building genuine, long-term relationships. Begin by asking questions that reveal what is happening in their lives, their passions.  Consider how your cause can align with their personal mission. This approach allows them to see that you care about them as people rather than just viewing them as a source of funds.  You are fostering trust and openness from the start.

👍🏼What if this was the message I received from my new LinkedIn friend :

“I’m grateful to connect with you on LInkedIn and appreciate your regular posts with insightful tips on major gift fundraising.  I find fundraising to be one of the more challenging tasks in my role.  I’d love to learn more about your experience and how you help groups like mine.  Let me know the best way to do that.  Thanks!”

‍#3 - Use Data and Research

‍Often people ask me whether it is worth subscribing to one of the wealth research tools like WealthEngine, iWave, DonorSearch, etc.  My overall answer is ‘yes’, with a few caveats.

Before delving deeply into a tool, here are two top ways to research the giving capacity of your prospects:  (1) ask them directly and (2) ask the people who helped connect you to them.  The wealth research tools can provide some helpful data about who you should be pursuing in terms of capacity, however I find they can be hit-and-miss on accuracy.  Oftentimes they include the value of a primary residence which gives you almost no indication of an individual’s giving capacity.  As a personal example, if you were to research Julie and me, at this moment, you would discover we have a strong net worth because the value of our home is many times greater than the remaining mortgage we owe.  In spite of that, I can assure you we are not candidates to consider a large gift.

BTW, my favorite wealth research tool is currently Hatch.  Check it out when you have a chance - reasonably priced and super robust.

🗝️Key takeaway…don’t rely solely on a wealth research tool.  A relational approach—grounded in understanding the individual's story—will always be more powerful than numbers on a spreadsheet.

According to the Lilly Family School of Philanthropy, givers are more inclined to engage when there is a personal, emotional connection to the cause. In fact, the data shows that over 75% of major gift decisions are influenced primarily by the relationship a giver has with the person asking for the gift, rather than the cause itself.

🗝️Key reminder…when approaching new potential givers, remember that your relationship with them—how well you know their story, passions, and concerns—is the true key to unlocking significant gifts. This doesn’t happen overnight, but the investment in relationship-building yields exponential results in the long term.

Are you feeling inadequate about outreach to new givers?

You’re not alone! The truth is, no one feels fully confident at the start.  Have courage and follow these practical steps—leveraging your network, focusing on relationships, and utilizing research—you’ll begin to see doors open.

If you’re interested in checking out past posts I’ve written related to this subject, go here and check them out.  Another favorite story I wrote is Spontaneous Combustion, because sometimes play is just what the doctor ordered to add some new connections to your list.

Have a great week...and keep the questions coming!

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If you haven't taken advantage of some of the resources I've created to help major gift fundraisers, take a look now!  Initial calls with me are free and "no strings attached".  Sometimes folks feel like they need to wait and not 'bother' me until they have a pressing issue.  No need for that...just make the call. 🕺

‍Here's where you can access a lot of content for free:

‍* Follow me on LinkedIn - You'll get short pro-tips and reflections on major gift fundraising every day between 5-7am pacific.

* Breakthru Newsletter - As you've seen here, these are longer weekly posts (audio and written) sent directly to your email.

* Breakthru Blog - the newsletter from the previous week gets posted here each week for everyone (so email subscribers get it a week early).

* Breakthru Podcast - Interviews with high net worth givers about how we as fundraisers can get better at inviting them to the party.  And audio readings of Breakthru Blog posts.

‍Before getting to the PAID stuff: My opinion is that no small ministry with a tight budget should be spending more than $3-5k (total) for major gift coaching/consulting.  Most of you will be good-to-go spending far less than that.  This was a major issue for me when I was a frontline fundraiser - major gift consultants were an expensive 'black-box-of-confusion' for me.  That stops now.

‍Here's the PAID stuff:

‍* Online Catalyst Course - This is a full brain dump of my 28+ years of experience - good, bad, ugly.  It's built around the fundamentals, the sacredness, and the fun, of major gift fundraising.  It's infused with Henri Nouwen reflections.  Many people can take this course and they will be 'cooking-with-gas' and not need any additional coaching from me on the core systems.  I'm grateful that this course has gotten *great* reviews.

* Live coaching with me - I refer to this as "brain rental".  The ROI on live coaching, as you might imagine, is extraordinary.

Finally, be sure to connect with my colleague Ivana Salloum.  She's super awesome and can help with scheduling and access to resources, etc.

I look forward to hearing about your good work!

Blessings,