Listening to Donors Wilson AFP 2 08
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Transcript of Listening to Donors Wilson AFP 2 08
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Listening to DonorsPart of a Winning Gifts Strategy
AFP WebconferenceFebruary 19, 2008
Tom Wilson, Vice President & Western Region
Manager
Weblog @ www.MajorGiftsGuru.com
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Toms Background
Musician by training
First fundraising job consultant
Executive director & CPO All types of staff fundraising
2,700 donor interviews
1,000 asks
Hundreds of millions of dollars raised
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Outcomes of Todays Session
1) Realize its more important to listen than talk
2) Understand how to set up listening systems
3) Comprehend the role of listening during ask meetings
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Winning GiftsMake Your Donors Feel Like Winners
I. A Winning Gift for Your Donor
1) People Centered Fundraising
2) Donor Values
3) Listen
II. Winning Gifts for Your Organization
4) Make Your Case
5) The Win Win Ask
6) Thanks & Stewardship
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1) Identify, Qualify & Research
2) Introduce, Interact
& Connect
3) Interests &
Needs (Listen)
4) Inform & Deepen Understanding
5) Involve, Acknowledge
& Engage
6) Invest, Recognize &
Steward
With thank to BuckSmith & TomHolce
The Six Is of Philanthropic Fundraising
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Why Is Listening Important?
1) Listening can lead you to making
a) A higher gift request
b) At a better time
c) To the right person
2) Collective listening can provideenhancements for all aspects
of your fundraising program
3) Listening keeps you motivated, its fun
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Take a Marketing Approach
Marketing starts with the customer
Become people centered
What do they need?
What do they value?
Listen before you sell
Break the cycle
Dont make an ask at every donor meeting
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Why Is Listening Important?
The questions, What do customers value? What
satisfies their needs, wants, and aspirations? is
so complicated that it can only be answered by
customers themselves.
And the first rule is that there are no irrational
customers. Almost without exception, customers
behave rationally in terms of their own realities and
their own situation.
Peter Drucker, Self Assessment Tool
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Collective Listening
Board strategic planning summits
Evaluation forms
Special events
Board meetings
Committee meetings
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Collective Listening
Written Engagement Surveys (mail and email)
Leadership Briefing Focus Groups
Straw polls
Paper ballots
Color cards
Electronic meeting
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Individual Listening
Thank you visits
Get acquainted
$1,000 or more gifts
Request gift designation
$5,000 or more
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Individual Listening
Kaizen calls
Continuous process improvement
Discovery calls
Qualified prospects
Long duration small donors (estate?)
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Individual Listening
Gift club benefit testing
The Philanthropic Market Study (feasibility study)
Supplemental interviews by staff
Readiness interviews (after a study)
The best prospect research is talking to theprospective donor
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Listening to Corporations
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Listening to Foundations
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The One a Day plan
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Zen of Listening
Rebecca ShafirSilence is virtuous in its ability to make your speaker
feel good about himself.
Silence allows the speakers deeper thoughts tosurface, thoughts that often contain solutions to
problems.
When you allow your speaker the time to think out
loud in a supportive environment, you set the stagefor her empowerment, and she will want to be in your
company more often.
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Listening Tools
Have a set of questions on a form
Use a notepad to show you are listening
Capture your interactions in contact reports
Be patient with your listening
You may only get a small sound bite at eachmeeting
One reason it can take 6 meetings for a big gift
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Requesting a Listening
Meeting
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Questions
1) What do you do for a living?2) What other nonprofits are you involved with?
3) How did you get involved with our organization?
4) What does your spouse / partner do?
Any children?
What are they up to?
5) What is your philanthropic giving philosophy?
6) Where do we rate in your philanthropic causes?7) What questions do you have about our organization?
8) Have you been on a site visit? What impressions?
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Donor comments
from a 60 minute
meeting
Rough notesmade at themeeting
barely legibleeven to the writer
Contact Report
Full thoughts forin-depth futurereference by institution
Listening
Permanence
Flow Chart
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The 25 Habits of Highly Successful
Sales People Stephan SchiffmanTaking notes during your meeting with the prospect
helps you listen, puts you in a position of authority,
encourages your prospect to open up, and sends
positive signals . . . .
Theres something about having an empty sheet of
paper in front of you that really tunes you in to what is
being said, and makes it more difficult for your to missimportant points.
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Listening Tips
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Talking & Listening
The average person
Talks at a rate of around 150 words per minute
Listens at a rate of 500 words per minute
Are you really listening?
Is your donor really listening to you?
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Share Yourself
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Restate to Clarify
What Youve Heard
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CHEER Method of Listening
Carolyn Thompson
Interviewing Techniques for Managers
C Concentrate
Get rid of distractions so you can focus
H Hear totally
Words, voice, and body languageE Empathize
Think of a time you were in the same situation
E Elicit information
Ask questions and paraphraseR Remember
Take notes in your interview tool
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Listen Up
Larry Barker, PhD & Kittie Watson, PhD
People Oriented Listeners
Listens to understand the emotions of others
Action Oriented Listeners Prefers to listen in outline form
Content Oriented Listeners
Carefully evaluates everything they hear Time Oriented Listeners
Clock watches
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Six Parallel Ways of Thinking
White Thinking Hat
Objective facts
Red Thinking Hat
Subjective emotions
Yellow Thinking Hat
Valuable benefits
Black Thinking Hat
Careful assessments
Green Thinking Hat Creative modifications
Blue Thinking Hat
Focus and organization
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Constructive DissentPeter Drucker
All the first-rate decision makers Ive observed had a
very simple rule:
If you have quick consensus on an important matter,dont make the decision. Acclamation means
nobody has done the homework.
Trust requires that dissent come out in the open.
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The Tipping PointMalcolm Gladwell
The Stickiness Factor
A message with a memorable impact
The Law of the Few
Mavens: people who accumulate knowledge
Connectors: know lots of people, deliver a message
Salesmen: can persuade the unconvinced
The Power of Context
The big impact of setting and small factors
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Listening During the Ask
Dont over present
Make sure your prospect gets equal time
As youre presenting, is your prospect listening?
Watch nonverbal cues
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Listening During the Ask
Give the donor a written proposal
Youve given them a lot to think about
They need to convince others
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Why Is The Pregnant Pause
Important?
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Listening During the Ask
Ask questions to determine objections
Empower their thoughts, doubts, questions
So if understand what you are saying, you mean . . .
Tell me more
Restate the questions before answering
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Listening During the Ask
What would you like to see happen next?
What do you want to accomplish with this gift?
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The Philanthropic Fundraisers Job
Chief Listener
Listen to build relationships
Listen to sharpen your programs, strengthen case
Listen to draw out comments, questions, andobjections
Adults learn by challenging, questioning
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Listen for gifting noises
Cues and clues that money
is coming
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When Youre Invited to Listen
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Identify Your Top 25 Donors &
Go Listen to Them Call just to say thank you
Personally visit to find out why they gave &
who they are
Build a relationship over time
Find out their philanthropic values
Test a gift club, event, activity
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Prioritizing Your Listening Calls
Top Down
Inside Out
Old
Leadership Gifts:75% of Goal
Major Gifts:20% of Goal
Gifts of All Types:5% of Goal
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Prioritizing Your Listening Calls
Top Down
Inside Out
Old
Constituents
Community
Board & Staff
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Prioritizing Your Listening Calls
Top Down
Inside Out
Old
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How to Raise Funds (Circa 1891)Frederick T. Cates in Study in Powerby Allen Nevins
9. Let the victim talk freely, especially in the earlier partof the interview, while you use the opportunity tostudy his peculiarities.
10. Never argue with him. Never contradict him. If he istalkative, let him talk, talk, talk. Give your fish the reeland listen with deep interest.
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Tom Wilson(877) 957-0000 x8930
Weblog www.MajorGiftsGuru.com
Outcomes of Todays Session
1) Realize its more important to listen than talk
2) Understand how to set up listening systems
3) Comprehend the role of listening during ask meetings
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ResourcesRafael Aguayo Dr. Deming: The American Who Taught the Japanese About Quality
(New York: A Fireside Book, Simon & Schuster, 1990).Larry Barker, Ph.D. and Kittie Watson, Ph.D. Listen Up: At Home, at Work, in
Relationships: How to Harness the Power of Effective Listening(New York: St.Martins Griffin, 2000).
Stephen R. Covey, The 8th Habit: from Effectiveness to Greatness (New York: FreePress, 2004).
Richard A. KruegerFocus Groups: A Practical Guide for Applied Research, SecondEdition (Thousand Oaks: Sage Publications, 1994).
Matt Oechsli The Art of Selling to the Affluent(New York: John Wiley & Sons, Inc.,2005).
Stephan Schiffman, The 25 Sales Habits of Highly Successful Salespeople(Holbrook, MA: Bob Adams, Inc., 1994).
Rebecca Z. Shafir, The Zen of Listening: Mindful Communication in the Age of
Distraction (Wheaton, IL: Quest Books Theosophical Publishing House, 2000).Carolyn B. Thompson, Interviewing Techniques for Managers (New York: McGraw-Hill, 2002).
Thomas D. Wilson, Winning Gifts: Make Your Donors Feel Like Winners (New York:Wiley & Sons, 2008).