Persuading Prospects To Give: 12 Tips

In Secrets of Power Persuasion by Roger Dawson, he shares key points to keep in mind when approaching sales prospects. I've taken his basic framework and used it as a starting point for a list of Twelve Tips for nonprofit volunteers and staff who are approaching prospects for funding.

1. Never assume that a prospect believes you when you walk in the door. You must earn your credibility.
2. Tell your prospect only as much as they'll believe. Don't overload them or you'll dilute your "ask."
3. Tell the truth, even if it hurts. It's obvious if you're evading or dancing around it.
4. Point out any objections. If you raise them affirmatively, you've already acknowledged that they exist and answered them.
5. Know your organization's financial status intimately. Too often, people making the ask can't explain how it will be spent. 20 financial questions every nonprofit leader should be able to answer.
6. Don't make an ask without first giving yourself. Whether you're a volunteer or paid staff at any level, you need to make your own person gift first and share that you've done so.
7. Keep prospects focused on the outcomes of their gifts. What awesome things will the gift allow you to do?
8. Dress appropriately. Know your prospect and plan your attire to match what you expect they'll be wearing. It'll put you both at ease.
9. Use the power of the printed word. It doesn't need to be fancy, but always leave something behind that includes the fundamental elements of your ask.
10. Let them know who else has given. If you've got a number of other contributors, now's the time to use them to your advantage.
11. Build and use a portfolio of testimonials about how you've already made a difference.
12. Make the actual ask. Sounds odd, but many people visit with prospects and never say, "Mary, can we count on your contribution for this important initiative?" You can't get a "yes" if you don't ask a question.

Happy Prospecting!