A Prospect’s Loud Whispers
Dear Diary,
Have you ever wondered if we’re truly listening to our prospects? Have you ever wondered if there are indicators that we’re ignoring? For example, indications of giving potential, inclination to give, wealth events, personal events, personal and professional interests, and more, that all motivate interests and paint a holistic picture of who our prospect is, in real time. Let’s discuss signals and comments that fundraisers and prospect researchers must pay attention to.
1) “My daughter just started attending X University, we recently joined the parents’ 2029 Golden Year Council.”
a. As a researcher, I can already assume that this prospect is giving to the school to nurture their daughter’s academic career. This is also a parent that is committed to being engaged in their child’s college experience and therefore may have an interest in higher education.
2) “My neighbors are very interesting we vacationed with them last Summer. They’re the founders of that new company all the kids are making videos on!”
a. My antennas are up when I hear comments about neighbors. This is a pivotal time to consider relationship mapping. This is also a great time to learn if the prospect is willing to host an intimate event that includes friends, family, colleagues, and neighbors on behalf of the organization. This may be a great connector, and if we’ve never asked we will never know.
3) “We would love to donate our small collection of antique books from the early 1930s. We could give you a tour of our library in a week when it’s been cleaned.”
a. Passive comments of in-kind giving opportunities should not be ignored because it’s a great opportunity to meet the prospect in their interests and where they feel the most empowered. As a fundraiser, you need to schedule the library tour as soon as possible. This could also be an opener to a larger cash gift when the time is right. This is a great indicator of wealth and inclination.
4) “Sylvia and I have now become collectors of clarinets from the early 1800s.”
a. A new hobby is always something to admire and unpack. It not only makes for a great topic of conversation, but it also shows current or developed personal interests. It shows a willingness to invest in something or someone, and when it comes to purchasing antiques and items at revered auctions- this is a wealth indicator.
5) “When my daughter fell ill, I knew I had to do something. I gathered my community (some friends, family, neighbors, and current and old colleagues) and we began to fundraise for better science and research. I didn’t realize how many people were affected by this illness in one way or another.”
a. As fundraisers and researchers, we need to always recognize the connection between experience and impact – the need to make an impact can be driven by personal motivations. When a prospect has a personal tie to a mission and are willing to invest time, money, and momentum – they are a relentless advocate. This is someone to pay attention to, to bring along on your organization’s journey not just as a donor but as a partner in the overarching work. These are your endowment givers, and your bequest signatories.
6) “I am a member of seven nonprofit boards and recently joined my community’s organizing group for social change. I realized that I needed to do more for my community and our Democracy!”
a. When a prospect shares their volunteer commitments it is important to pay attention to these important indications of affinity and inclination to share talent and time. This does not have to be a prospect with immediate and/or evident wealth, this prospect is showing their willingness to add to issues beyond their singularity. These are long-term investors thinking about big picture, scalable impact.
---
As many of you know but sometimes need the reminder - meeting notes matter. They hold pertinent and confidential information and must reside in the proper database. When notes are taken and entered into the CRM, significant impact can be made – from accelerating confidence in the meeting’s potential for a gift to allowing peers to learn the current status and details of a meeting.
Nowadays there are tools that help with taking notes on behalf of the user, such as, read.ai meeting notes which records meetings, enables notes dictation, and adds notes to a meeting. Additionally, when notes are entered into the database there is a significant opportunity for collaboration within the team. When information is missing, pieces of communication are missing and so begins a lack of clarity. Make the difference.
Until next time,
August 15th!
