Personal stories in fundraising

January 9, 2017

Filed under: Board Development,Fundraising — jonathanpoisner @ 10:22 am

Telling Personal Stories when doing Fundraising Meetings

Often, we spend so much time honing the stories we’re going to tell to donors about our organization, that we fail to also think about what personal story or stories should become part of donor cultivation and solicitation meetings.

We’re excited to tell the prospect about the organization’s work.  So we rush ahead of the important step of forming a genuine relationship with the prospective donor.

Most good fundraisers understand that relationship-building means doing a lot more listening than talking during donor meetings.   But even good fundraisers sometimes find it difficult to draw out prospects.

About 5 years into my own fundraising odyssey, I learned there’s an important first step that can really help – tell your own personal story.

Why tell your personal story during a fundraising meeting?  And what makes a good personal story that sets up a fundraising meeting?

Fundraising is about Relationships and Stories are Key to Relationship-Building

At its heart, good major donor fundraising is about relationships.  People are far more likely to make a major gift when the ask is by someone with whom they feel comfortable and where they feel you are a person and not just a “position” within an organization.

That means getting to know the donor.  And that’s only possible if they get to know you.  It can’t be one way.

Yet, if we start a donor meeting with just asking the prospect a series of questions, that can be off-putting.   Unless you’re exceptionally gifted, most prospects will keep their guard up when faced with a series of opening questions.

A trick I learned about 5 years into being a major donor fundraiser really changed the dynamic for me when it came to the quality of meetings.  Before I learned this trick, my meetings were successful, but I always felt something was missing.  Afterwards, it was like a switch had been turned on and I found donors far more revealing of themselves.

The trick was to start by telling my own personal story.   After some introductory chit chat and thanking them for something they’ve already done, say something like:

“Thanks again for taking time to meet with me to talk about THE ORGANIZATION.  Before we dive into it, I want to share with you why I’m so glad to be WORKING/VOLUNTEERING for THE ORGANZIATION.”

And then tell the story.

The role of this story is to demonstrate to the donor prospect:

  • That you’re a real person with values motivating your fundraising and not just a cog in the organizational machine.
  • To identify something you value that they probably value too.
  • To create a space in the conversation where it’s natural and appropriate for you to ask about the prospective donor’s own story, background, values, etc.

I’ve heard dozens of effective personal stories over the years.  My own story when fundraising for conservation causes has to do with growing up amidst suburban sprawl and losing easy access to nature.

A good personal story for a fundraising meeting:

  • Answers the question: what in your background motivates your involvement with the organization.
  • Speaks from the heart, and not just the brain.
  • Takes place in time prior to your involvement with the nonprofit.
  • Usually has the structure: “When I was . . . , I . . . ., and then . . . . , and that’s why . . . . .”

After telling the story, it’s much more natural to start asking questions of the prospect.

“So tell me your story  — how did you first become interested in X?”

X will vary wildly based on their career, volunteer interests, etc.

And then you’re off to the races.   Almost always, their answer to the opening question should allow for follow-up questions that can be used to get to know them and their interests.  And occasionally, it will be useful for you to tell another story about yourself to further the relationship.

And then you gradually transition into telling the organization’s stories (why it exists, why it’s successful, what’s urgent).  Now that you know them better, you can also tailor stories about the organization around their interests.

Of course, it may also be obvious, but I’ll say it anyway:  this technique isn’t just useful for fundraising.  I’ve used it doing board recruitment meetings and more general volunteer recruitment, for example.

If you have a personal story you’ve written up and want to run it by me to see if I feel it’s on the right track, feel free to email me.

 

 

 

Be Sociable, Share!

No Comments »

No comments yet.

Leave a comment

Content © Copyright 2010-2013 • Jonathan Poisner Strategic Consulting LLC. All rights reserved.