Moving Beyond Transaction
Finding enjoyment in fundraising
We would probably all agree that so many of our interactions on a day to day basis are transactional. We are easily distracted and prioritize a result, transaction, deal or “yes” before building actual relationships. We often forego the joy and privilege of knowing other people as persons.
The transactional nature of an encounters is not isolated to for-profit sales meetings. Non-profit development and fundraising get a bad rap because the approach many have toward asking for support is often so cold and transactional.
If you work in a non-profit setting, I believe you are responsible for a completely different approach. Development work should be thought of as transformational, not transactional. A non-profit leader should focus his or her development efforts toward matching passion-based resources with real needs. In doing so, the non-profit mission itself provides a vehicle for the donor to connect on a real level with their passion for helping others. This kind of transformational development work is only possible through relationship. Below is a basic framework to help the non-profit leader plan for and execute a relationship-based meeting oriented around the needs and passion of the donor or potential donor. Note: the mission and organization are not the priority here, but rather the donor and their needs and passions are.
Plan for meetings and interactions with new and established contacts. Care enough about the other person/people to look up information you have in your database or anything you can learn from others. It’s not creepy to do so and, in fact, I would argue, it’s valuing the other person to work ahead.
Set up a meeting that honors the other person’s work, time and current relationship. Think about what’s appropriate and how you would want to be approached.
Approach the meeting with true interest in the other person. Be interested before being interesting. Here is the basic structure for you to follow:
THEIR WORLD
This part is the focus of the meeting: Ask the questions you prepared, ask additional questions as you are prompted, and respond to what you know about the person and their interests. You are listening and learning about them and any connecting points and passions. Make sure to take notes about key information, like current business or financial situation. If they have been heavily involved, ask for feedback on the organization, or guage their interest in being more personally involved. You want to be curious and learn about their world. You need to have a genuine interest in their life and passion, so your mindset going in needs to be focused on them. NOTE: Even though you will do some prep for the next two sections, don’t be eager to get there. Don’t sit and listen with the goal of crafting the best possible response; truly listen and build rapport. Do not forge ahead inappropriately and miss the experience of listening and learning from the awesome people you will undoubtedly meet.
YOUR WORLD
Know your organization. Know key stories that would connect with what you know and have learned. Ask them what questions they have about the work going on in your organization. Know your financial situation. If they ask specifically, “How can I help?” be ready with an answer. Clarify their desire to help— financial vs. time and talent. This part will unfold based on the “THEIR WORLD” part and should not be fully scripted ahead of time. This part of the meeting may be brief and only tied to the last part.
THEIR WORLD AND YOUR WORLD
Refer to goals you had ahead of time if you need to direct this part. If the person you are meeting is new to you and your organization, you are simply getting to know each other, and the meeting will end with simple take-aways such as things you note to email them as far as additional information, a tour of your program scheduled or simply their willingness to stay informed about your organization. Questions to think about here: How do we connect further? Another meeting, come for a tour, graduation, training? If someone is further down the road and already in relationship: board service, event sponsor, event chair, proposal for funding? Take notes, write down dates and deadlines, and pay attention to the take-away they might propose. Always leave with direction for future connection even if only, “Sure, I’d like to be kept updated on what is going on with the organization and needs you may have.”
One final note: Enjoy learning about this person and their life and experiences. One of the greatest joys of working in development can be meeting amazing people who have generous hearts -- people who are wildly successful and, yet, deeply humble. You will be so encouraged.
If you need help moving beyond transactional development or client meetings, contact me at christy@leadershipsanity.com.