winning conversations big xii development conference march 11, 2013

Winning Conversations

Big XII Development Conference

March 11, 2013

Dynamic Donor Conversations

Why is this topic so important? 1. Listening is the best “activity” you

can do with each donor 2. Learning the donor’s perspective

will then guide you for: What words you will select When you will deliver the right words Who you should involve What tools you can use to further engage each

donor

04/19/23 Laura Fredricks, JD, LLC (212) 929-9120

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Why is this topic so important? 3. You will find patterns, trends,

and challenges with each donor so each conversation is carefully tailored to meet the needs of each donor


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Dynamic Donor Conversations The key is to “match” what is important

to the donor about your university with the right words and tools at the right time

Listening and Donor Feedback are the two most important activities to engage each donor


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Why is this topic so important? 4. Helps you to get the initial

appointment 5. Keeps the engagement

between you and your donor alive

6. Makes Asking for money easier


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Why is this topic so important? 7. Makes Closing the gift easier 8. Shortens the time you can

go back to your donor to Ask for an increased gift

9. Takes the mystery out of how to steward your donor

10. Builds lasting relationships


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Dynamic donor conversations are about selecting the right words and delivering them at the right time

By focusing, organizing, listening, mirroring, planning, and selecting each word, prospective givers will be in their comfort zone with a heightened engagement level which = More Gifts

04/19/23 7

The Five Step Process for Dynamic Conversations

Five Step Process for Finding the Right Words:

1. Know Exactly what you want;2. Prepare the Conversation;3. Deliver with Confidence;4. Clarify the Results; and5. Plan your Next Move

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The Five Step Process

1. Know Exactly What You Want Each person is their own “mini

campaign” What is your individual strategy for

each person? Do not fall into the trap that this is

a $100; $5,000; or $25,000 donor and treat everyone the same at that gift level


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The Five Step Process

1. Know Exactly What You WantASK – RULE: How Much, How Many, How Often and WHY?

Quantify the need Why do you need it now? What is the “urgency” (not

emergency) What will not happen if you do

not receive this gift, future gifts?04/19/23 Laura Fredricks, JD, LLC

(212) 929-912010

Five Step Process

2. Prepare the ConversationFocus, monitor, listen, and mirrorHow does the person communicate with you and in what frequency?

For example do they email, call, write, only speak with volunteers

You need to get a sense of timing

How often can you reach them?04/19/23 Laura Fredricks, JD, LLC

(212) 929-912011

Five Step Process

2. Prepare the Conversation What expressions do they use? How formal/informal is their

language What topics are they repeating? Do you know what really interests

them about your university?


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Five Step Process

2. Prepare the Conversation Write down the winning phrases

you want to use that you feel will resonate the most with the person

Write down every possible reaction you may receive

Practice standing up and in front of a mirror


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Five Step Process

2. Prepare the Conversation Pay attention to your tone and

volume Examples: 1. If the person thinks that

giving you a gift is “heart felt expression of love” then use these words” when you are communicating with them


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Five Step Process

2. Prepare the Conversation If the person uses the word “gift” or

“solicitation” or “donation” then use those words

The Point is that they will listen to you if they can understand your message and your ask in words that resonate with them


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Five Step Process

3. Deliver with ConfidenceThis is a conversation not a

confrontation Be strong in your voice when you

come to your carefully selected words: “I’ve heard you say your experience…” “Your partnership, investment,

enthusiasm, vision, compassion”04/19/23 Laura Fredricks, JD, LLC

(212) 929-912016

Five Step Process

3. Deliver with Confidence

Ask Open-Ended Questions – great way to establish strong rapport:

“Can you share with me?” “I believe we agree on the

following…?”


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Five Step Process

3. Deliver with Confidence Mirroring comes in handy: “You are an astute business

person and we share your enthusiasm and vision”

What selected words come up for you?


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Five Step Process

4. Clarify the Results

What did you hear?

What was the tone?

What needs to be resolved?


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Five Step Process

“I heard every word you said and respect that you may not want a visit right now. Can we keep the door open to a future time when we can meet so I can share with you in person some fabulous accomplishments”

“As you have said from the beginning, sudden complications make giving more difficult now, but together we may come up with the right solution”


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Five Step Process

4. Clarify the Results Key is to weave in past words and

phrases It shows you are in their moment,

you have established the BEST engagement

That is how you shorten the time to get and close new and larger gifts


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Five Step Process

5. Plan the Next Move Now the emphasis is on Timing

and Mode of Communication If you emailed the person every

three weeks then the person is accustomed to hearing from you every three weeks. They do not in general change their timing of how you can reach them


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Five Step Process

5. Plan the Next Move If most of your communication

was email do not expect the person to suddenly take all your telephone calls and vice a versa


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Five Step Process

People have patterns of how they communicate and the words they select…focus on the patterns and I guarantee you will be able to turn over gifts much faster!

Pay close attention to the calendar. What time of year you are trying to do your next move and what is going on holiday wise, personal life, weather, national/international affairs


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Wrap Up

Take Aways: 1. Listening wins the day! 2. Donor feedback enhances

engagement 3. The five steps process will help you

with cultivation – gift closing 4. Keep messaging simple and

consistent 5. Select the communication tool the

donor wants to hear and/or see!


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Want more?

“Winning Words for Raising Money” 1st E-Book Short for Jossey-Bass Wiley

JUST OUT THIS MARCHwww.wiley.com/go/shortform

[email protected]://www.expertontheask.com

http://www.twitter.com/expertontheask


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winning conversations big xii development conference march 11, 2013

Documents

laura fredricks

donor feedback

donor alive6

dynamic donor conversationswhy

right time

step process2

step processknow

right wordswho