PREPARE TO CONDUCT OUTREACH
OBJECTIVES: Get over the chasm of distrust, offer value and gain permission to be able to engage again
Hi (their name). This is (your name) and I’m calling from (organization). Don’t worry, I’m not calling you to ask for money. You filled out a survey on (date) and you said (something about their life history/story, people, or values) and we were so thrilled that you filled that out and shared that with us. So I thought I’d reach out, especially because we were curious (who, who, what, when, where, why, how)______________? Can you tell me more about that?
OBJECTIVES: Get over the chasm of distrust, offer value and gain permission to be able to engage again
That’s so interesting (their name). I really appreciate you sharing that with me.
I wonder if you might benefit from (offer value from your menu). Would you like that?
OBJECTIVES: Get over the chasm of distrust, offer value and gain permission to be able to engage again
I’ll get on that right away. By the way (their name), many (supporters, volunteers, parishioners, etc) like you have expressed that they don't (feel, heard, connected or valued as a partner in our mission) and we want to make sure that you don’t feel that way. Part of my job is to reach out to folks like you to see if they’d like a personal, sort of VIP connection with (organization). Is it okay that I keep you on my list of people to keep in touch with from time to time to make sure you’re getting all that you need from us? Don’t worry, you can always decide to essentially opt-out at any time. I would never want to be a bother.
OBJECTIVES: Get over the chasm of distrust, offer value and gain permission to be able to engage again
That’s terrific. I look forward to getting to know you better and learning more about how I can help you get more out of being engaged with (your organization). I’ll follow-up soon.
PREPARE TO CONDUCT OUTREACH
- SHOW APPRECIATION: Say ‘thank you’ and be real about it. Convey heartfelt emotion so you sound relatable. Just don’t fake it!
- FLATTER THEM: Say ‘you are awesome’ (or some other statement basically letting them know how amazing they are).
- BE DONOR-CENTRIC: Focus on them and the intersection of their life story with your cause. I recount what they wrote in a survey response or bring up some other pertinent connection point. Relevance and personalization is essential. It shows you really care about them and you did your research. Just make sure you NEVER mention anything related to giving unless they specifically requested you do so in an open comment box or in a direct email to you. Instead, ALWAYS focus on their story, not their money.
- OFFER AN INVITATION: Invite them to talk about themselves or give advice to you about your organization. Give them an opportunity to gain value by engaging with you via a return phone call. For instance, say, “I wonder if you’d be so kind as to elaborate/provide feedback on that. I’m so curious about…. ___________.” OR, say, “It would be great to hear why you care…. more about your mom….. details about that story you mentioned with Professor so and so….. _________.” In other words, ask them to call back so they can give more feedback or tell you more about them, learn how to get involved, etc. Your invitation IS an offer! People want to engage and tell an organization what they think, how they got involved, or how they feel.
- OFFER VALUE: If you don’t have enough information about them to offer an invitation, give them something of value with no expectation of them to donate at all. For example: “I’d really like to send you this video, ebook, report, podcast, etc.” Or, say that you have all these things available and you’d love to know which they want.
- WRAP IT UP: Ask them to call back by saying: “I know you must be very busy but I’d love to hear back from you. Don’t worry, I’m not going to ask you for money or anything like that. I just want to” …….(recount what you said above).
- MAKE IT EASY: I give them two ways to respond. Speak clearly, slowly, and give them your telephone number (even a cell number and let them know they are important — that’s why you gave them your cell phone number) AND give them your email address since some people would rather communicate that way.
Bottom line: It’s all about them! I show that I care about them and that calling me back will be good for them, not me. I provide value in line with their consideration stage and their interests. I act like a concierge and partner, not a fundraiser
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