Major gift fundraisers understand that they often don’t rank as a top priority for their prospects. They find themselves competing with the demands of their prospects’ busy lives, which may include work, family, hobbies, and support for various other organizations. Securing a response from a prospect and arranging a meeting can prove to be quite a challenge. However, employing persistence and imaginative messaging can be the key to avoiding being ignored. The ultimate objective is to pique a prospect’s curiosity enough to open your email. Here are seven clever strategies to enhance your fundraising toolkit:
- Leverage Faculty and Staff Relationships: Your university’s faculty and staff likely hold the strongest connections with alumni. Utilize these valuable resources to your advantage. Collaborate with them, convey your strategy, tap into their insights, and earn their trust. The time invested in nurturing these relationships pays off when they provide you with promising leads. Incorporate the name of the faculty or staff member in your email, as it often captures attention. (Example: “Dr. Stephanie Dorado referred me to you…”)
- Harness LinkedIn Connections: LinkedIn is another invaluable tool. If you’re connected with a prospect on LinkedIn, take a look at your shared connections. These mutual connections can be an enticing way to grab your prospect’s attention and serve as an excellent conversation starter. (Example: “I noticed you’re connected with Robert Danforth. I had the pleasure of meeting him in Austin last month.”)
- Archives Rediscovery: Most universities maintain archives filled with photos, yearbooks, and more. This is a goldmine of resources. Nothing warms an alum’s heart like receiving a photograph from their college days. Include such a photo as an attachment in your email request. Your effort to find and share this memory will be greatly appreciated, and it’s likely to prompt a response.
- Highlight Student Achievements: While photos are compelling, so are the awards and accomplishments that your prospect may have achieved as a student. The same principle applies: delve into your prospect’s history, and if you unearth a notable achievement, send an email to celebrate it. For instance, if an alum still holds the record for the most points in a single basketball season, share the top-ten list with them. Or, if they received a prestigious academic award as a student, provide them with an archived article about it. The objective is to elicit a response – and you will.
- Embrace Honesty: Most prospects may assume that fundraisers are solely interested in asking for donations. Sometimes, taking a candid and sincere approach in your messaging can yield results. Be transparent – inform them that while fundraising is your role, you won’t be seeking donations during your initial visit. Your mission is to listen and discover their passions and potential interests in supporting future endeavors. Honesty can go a long way.
- Stay Informed About the News: Keep an eye on the news. If you come across information about an alum, their company, a community award, or other accomplishments, use this as an opportunity to connect with your prospect. Sending a simple message that references the news piece demonstrates your interest and offers recognition. Everyone appreciates acknowledgment and the sharing of good news.
- Deliver a Thoughtful Gift” Pay attention to your donor’s recent giving history. Beyond personal notes, consider the idea of delivering a gift or token of appreciation. Contact your prospect and express your desire to meet in order to present a gift in recognition of their recent donation. It’s a straightforward way to confirm an easy visit.
Remember, sometimes not initially achieving your desired outcome can lead to serendipitous opportunities. Get creative and crafty in your approach.
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