The Annual Giving Exchange

Fundraisers often think that the end goal in cultivating a donor is to hear them say “yes” after a gift solicitation.  While “yes” may be nice to hear, “no” is often overlooked as good news.

When a donor says “yes” it can be the beginning of a long process of clarifying intentions, interests, and expectations.  How much will they want to restrict their gift?  Will it relieve existing expenses or add costs?  What conditions or stipulations are tied to their gift?  Will they make the entire gift this year or will they schedule payments over time?  Who will be responsible for stewarding the donor over time?

But when a donor says “no,” it’s absolute.  It may not be what you had hoped to hear, but it let’s you know exactly how they feel about that particular program, project, or cause.  It tells you something about that person’s values and interests so that you no longer have to waste your time (or their time) discussing things that don’t interest them.  “No” helps you know your donor better.

Like a sculpture artist chipping at clay one piece of a time, “no” helps a fundraiser eliminate those things that don’t belong.  Donor cultivation is about asking questions and listening to the answers so that, over time, you’re able to find a donor and a need that are the best fit for one another.