Donor Meetings in a Pandemic
Previously, I’ve blogged about Donor Stewardship Amidst a Pandemic.
Of course, stewardship of donors only matters if you eventually solicit them. And the gold standard for solicitation of major donors has historically been the one-on-one in-person meeting.
Given the pandemic is continuing – and in all likelihood will remain uncontrolled until we have new leadership in DC that takes science seriously and is willing to make tough decisions – nonprofits who wish to solicit their major donors must move on from the gold standard and continue to solicit major gifts.
So let’s talk about “virtual” donor visits as something more than a phone call and less than in-person.
How do you get them? And how are they different from in-person?
How do you get them?
You get them the same way you would an in-person meeting. By picking up the phone and calling to request it. Sure, you can email/text an attempt first. But in my experience, it’s easy for them to give a quick “no” to an email/text, while a phone call is more likely to yield a “yes” in response to a meeting request.
It may seem weird doing a short phone call to schedule a video meeting, but I’ve done it.
Start the call by thanking them. For past donations. For past volunteering. For something else they’ve done in the community.
Be passionate/upbeat, but not scarily so in light of the pandemic. You want them to want to spend time with you and people, in general, want to bask in the passion of those who’ve excited about something.
Make clear you’re looking for their input and to see how they can help.
Some potential language to use: “I’m trying to stay connected with our donors and it really helps me to have face to face communications. Would you be open to doing a zoom or google hangout with me next Thursday to learn about what we’re up to, give us feedback, and figure out if now’s a good time for you to support the work?”
Based on what you know about the donor, you could pitch this as a virtual coffee or a virtual happy hour (if aimed at the late afternoon and you think that would appeal to the prospect).
Notice the suggested language is to ask for a specific date. Use the “assumption of yes” to focus their attention on when to meet, not whether to meet. Sure, they may still decline, but they’re less likely to do so.
The good news: in general, the pandemic has allowed for most people to have more time available and more flexibility than prior to the pandemic – with the exception of parents with school aged kids, who’re often busier.
Be prepared to re-ask if they initially decline to schedule a meeting. If they ask you to mail them something, you can say: “I’d be happy to mail you something. But I’d really appreciate the chance to talk in more depth. It’s really important for me to speak with potential supporters to get feedback on what we’re doing. Can you make a little time on [DATE]?”
If they say they’re already planning on giving and it would be a waste of your time, say: “Thanks, but in no way would it be a waste of my time. Meeting our supporters is one of the things that keeps me excited about being involved with ORGANIZATION. We’re at a critical juncture and we think it’s important to talk with our supporters as we enlist your renewed support. Can you make a little time on [DATE]?”
Assuming you get to yes, ask: “While we can do this as a phone meeting, I much prefer to do a zoom or google video call. Does one of those options work for you?” (The percentage of people who’re familiar with at least one of those services is now very high).
Then send them a follow-up email or text confirming the appointment and including the link for the meeting. Or just with a time/date for a phone call if that’s all they commit to doing.
What about the meeting itself?
A virtual donor meeting should generally follow the same outline I recommend for in-person.
- Chit chat; relationship-building.
- Tell your story
- Get their story/get to know them.
- Three stories:
- Why the organization exists
- Why the organization is successful
- What’s urgent now
- The ask
- Re-solicitation/follow-up as necessary
- Thanks and referral requests
So what’s different about doing it virtually during the pandemic? Not a lot; but a few things come to mind:
1. The chit chat should start with some expression of care/concern given the pandemic and a check-in regarding whether they and their family have been able to stay safe. This could very well lead to a side conversation that lasts a few minutes, but it’s important to treat your prospects as human beings and not checkbooks.
2. It’s always important to keep these meetings interactive and not monologues, but this is particularly important in a zoom meeting. You need to keep this a conversation, bearing in mind that the virtual context may mean slight pauses since not everyone’s internet is equally speedy.
3. Consider turning either the Why we Exist or Why we’re Successful stories into a 2-3 minute slide show where you screen share. This is something you can’t easily do in an in-person meeting, but online you have an opportunity to do so if you have some great visuals. But 2-3 minutes is tops. Just 2-5 slides to help illustrate your story.
4. The urgency story needs to take COVID into account, either in addressing what you’re most focused on your specific funding needs for the next 6 months. It would be weird not to acknowledge the impact the pandemic has had on your finances. Or if it hasn’t, to acknowledge tat it could.
If that’s the meeting substance, what about everything else that surrounds the substance. Here’s some basic tips:
- Send a reminder email/text with the log-on info the day before.
- Log on 5 minutes early to make sure everything’s working.
- Make sure you have adequate light for the time of day.
- Have the background be professional, but it’s okay if there’s a personal touch. I’m not a fan of the zoom backgrounds that make you look like you’re somewhere you’re not.
- Dress professionally or semi-professionally, appropriate for the donor in question based on what you know about them.
- Before doing any of these, test out your sound ahead of time with a friend. If the sound is good without a headset, don’t use one. But if the sound is appreciably better with one, then do use one. This will vary based on the quality of your laptop’s built in microphone.
- Have water handy in case you get dry mouth and need to drink something. Or, as noted above, you could make coffee or some other libation a theme of the meeting that comes up in the chit chat.
- Try to talk looking at the camera and not your own face on your screen. This means knowing where the camera is on your computer/tablet.
- Don’t freak out if you have kids or a spouse or a pet that interrupts the call. It will just make you seem more human.
- Be prepared with a plan B should the technology fail – e.g. if one of you can’t connect online, plan on giving them a phone call during the same time.
Have you done any online donor meetings? If so, what’s worked well and not well. I’d love examples and feedback on my advice.