3 Secret Advantage Ingredients Small to Medium Nonprofits Have
In Avoid these Key Obstacles to Successful Major Gift Asks I covered how to ask like a pro.
Today I want to begin a two-part series on how to deal with donor objections like a pro.
Sometimes donors say “yes” right away. More often, they don’t. You may not get an outright “no” (in fact, usually you won’t), yet you’ll get a hesitation. As in:
- No, not now.
- No, not you.
- Not, not this amount.
- No, not this project.
- No, not this timing.
As a fundraiser, you’re likely going to be faced with objections.
It’s human nature to push back a bit, especially when you’re a bit unclear on the concept. If someone is encountering you for the first time, they may simply need to learn more about you. If someone is being asked for a major increase, they may want to get clarity on what their dollars will specifically fund. If the gift is one that is a bit of a stretch, they may want to consider it within the context of other financial obligations. And so forth.
There’s no reason to be afraid of these hesitations.
They’re par for the course. And, actually, they are opportunities to get to know your donor even better. To show them you’re listening to them. To manifest that their best interest is also your best interest. To demonstrate to them, by how you listen and what you say, that they can trust you.
Just because they might be objecting does not mean they don’t want to make a philanthropic gift.
Most of the folks you talk with would love to be able to make a gift that will enable them to enact their values. A gift that will give them a warm rush of dopamine, and help them become the person they want to see when they look in the mirror. They’re just having a little difficulty in this moment seeing how they can become this person they’d love to become.
Don’t deny would-be donors the opportunity to become a hero.
When they say “I’d love to, but…,” it’s your job to address that “but.” Most people really do want to make an outsize impact on the world when given half a chance. They often want you to make it possible for them to overcome their hesitancy — by showing them a way they can participate with confidence.
Your job is to be a philanthropy facilitator.
Not a fundraising arm twister. Your goal should not be to inflict pain! Rather, you want to gently take folks by the hand and walk them down a pathway towards joyfully enacting their passions. Sometimes their passions won’t mesh with yours. That’s perfectly okay. For these folks, “no” means “not a good fit.” Move on.
Often people just need some help reframing their decision making process.
When they say “I don’t know” or “no, I don’t think so,” they may just be thinking out loud, and looking for a way to be convinced this would be a good decision. This means you must put yourself in their shoes, listen carefully, empathize and show them ways they might feel comfortable proceeding with a gift.
You’re in the happiness delivery business.
You must approach major gift fundraising firmly convinced that giving to your cause will make people happy. Often, built into their objection, there’s a kernel of worry that giving to you will make them unhappy. Whether they’re worried about the amount of the gift, the timing, the purpose or whether you’re a worthy recipient, your job is to show them how much you want them to feel good about their decision.
So, how do you overcome objections and leave donors happy?
You begin by not being conflict avoidant. It’s an approach where you stop being afraid and, instead, demonstrate you have your donor’s best interest at heart. And you mean it! Even if you don’t end up changing your prospect’s mind right away, over time you may win their trust and support.
There’s Nothing to Fear But Fear Itself
Though we all encounter objections on a daily basis — and usually, we manage to overcome them – for some reason we’re terrified of encountering donor objections. Our innate skillset shuts down as soon as we hear “But…” A voice in the back of our head tells us:
“Oh, no! I’m encountering resistance! Better back off!”
That’s your lizard brain speaking.
The lizard is a physical part of your brain (the amygdala), the pre-historic lump near the brain stem that is responsible for fear and rage and reproductive drive. Your lizard brain had a larger purpose in the days where exercising extreme caution was key to survival, but it tends to be kneejerk and irrational. In fundraising, you need to figure out a way to ignore it or at least quiet it.
Your donors are not in a war with you.
You don’t have to be afraid of losing. Or turning them against you. If they resist, it’s not because they want to defeat you. It’s because they have lizard brains too. They are naturally skeptical, especially if they don’t really know enough about you to make a thoughtful major gift. Which is why, in the world of nonprofit, objections are common.
People are, unsurprisingly, reticent to part with hard-earned cash.
They’re careful with how they spend their money (one might say “lizard-like”). This has always been the case, but today folks have lots more information than they had before the digital revolution. So they have more questions. Not just about you, but about how you differentiate yourself from others in your space. People can easily find your competitors, and they want to know what makes you a better choice as a repository of their philanthropy.
You’re not engaged in a win/lose proposition.
Objections are no fun, but they’re normal. May as well embrace them and look for ways to turn the encounter into win/win. Instead of walking in afraid they’ll say “no” or “but,” consider whatever they say to be the opening up of a conversation. One in which they’re waiting for you to persuade them you’re offering them a worthwhile investment — a true win/win for everyone.
It’s all in your approach, and that’s what I’ll cover in my next article:
- the nitty-gritty basics of objection handling,
- the most common objections, and
- exactly how to handle them like a pro.
Stay tuned! [This might be a good time to enroll in Clairification School to be sure you never miss an article.]
Want to Learn More about Major Gift Asks?
Check out my step-by-step Guide, Anatomy of a Major Gift Ask. You’ll get clearly explained tips, pointers and even sample language, to help you succeed (in spades!) when making a major gift solicitation. I call it a “Cheat Sheet” because you don’t have to reinvent the wheel. This will walk you through some of the common pitfalls so you can avoid them, and will arm you with tools to help you put your best foot forward.
As with all Clairification products, this comes with a no-questions-asked, 30-day, 100% refund guarantee plus a free 15-minute Q&A session.
And, did I mention all enrolled Clairification students receive a generous discount on this and all other Clairification products? What are you waiting for?!?!
Photo by Vitaly Gariev on Unsplash
