How Well Do You Know Your Donors?

A few weeks ago, I shared some thoughts on what happens when we focus on the money and not the donor relationships— a major, yet understandable pitfall for fundraisers concentrating on hitting their targets. 

In many cases, we fundraisers can act in haste when making major solicitations. Maybe you’re experiencing pressure from your boss or board? Perhaps it’s that looming gap between where you are year to date and your goal? The point is, it is sometimes best to slow down in the short term, to get to your objectives more quickly in the long term. 

Investing significant time up front on getting to really know your top donors and prospects is a step in your fundraising practice you won’t want to skip. 

As I noodle on this topic, I’m inspired to ask a question from a different direction… What is the number one thing that would hold me back from soliciting a major gift? Is it self-confidence? Knowledge of the work? Or maybe whole-hearted belief in the mission? Actually, it’s none of these. What I circle back to is how well I know the donor. Being intentional about filling in the blanks will help remedy some of the above hurdles. 

I wanted to share a starter check-list of questions to ask your donors that will deepen your relationship and understanding of their values. Investing time in the “getting to know you” phase will leave you better equipped to make the right ask at the right time. 

I’ll be adding to this list of questions over the next couple of weeks that get at ascertaining your donor’s readiness to give, deepening their trust of you, and how to get them more involved. Be sure to stay tuned!